Search in the stream Justin Gale HTTP ://UK.LINKEDIN.COM/IN/JUSTINGALE
Search In The Stream Justin Gale V2
Oct 21, 2014
A presentation covering the rapidly changing search playing field.
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Search in the stream
Justin GaleHTTP://UK.LINKEDIN.COM/IN/JUSTINGALE
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WHAT WILL YOU GET OUT OF THIS SESSION?
Information and stimulation to ask the right questions about the future of your brands search strategy
An understanding of the complexities of search in a social media world
Please note – i have assumed a basic working knowledge of search...
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THE SEARCH TRIANGLE
CONTENT
ACCESSABILITY
OFFSITE
CONTENT
ONSITE
CONTENT
FINDABILITY
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WHAT IS THE STREAM?
THE WEB IS NOW A STREAM!
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THE STREAM – KEY TAKEAWAYS
1. People are starting at the stream rather than search engines
2. Users own the stream - not the brand3. Streams = more rich media content and more
text4. Brands now own less than a ¼ of the content1
5. The stream creates the semantic web – are you ready for web 3.0?
1 360i - 2009
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WHY IS THE STREAM CONCEPT IMPORTANT FOR SEARCH?
I’m going cover this for you in four parts :
1. Distributed content2. Change in content type3. Live content4. New types of search
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THE OLD CONTENT MODEL
URL
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THE DISTRIBUTED CONTENT MODEL
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CONTENT IS CHANGING
Text rich - just how search wants it.
Multimedia – no indexable text
Stream content – who do we optimize
for?
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LIVE CONTENT – THE CHINK IN GOOGLE'S ARMOR?
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NEW TYPES OF SEARCH
Video and image search:You Tube is now the 2nd most used search engine on the web
Tweet deck:
Organized live search
People search
Search social and business networks for friends, jobs, colleagues
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SO WHAT DOES THIS ALL MEAN?
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OPTIMIZE THE STREAM
1. Google is still the big dog for professional content search
2. We now need to optimize the stream for all distributed content
1. Stream results are started to be blended into Google results
3. Distributed content and stream optimization drive Google search results – remember links are king
4. Paid search strategy needs to shift to focus on the best content available professional or in the stream
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SEARCH BECOMES A THREAT TO YOUR BRAND IN THE STREAM1. You don’t own the content
2. Mud sticks & never seems to wash out
3. If your not there you’re square
4. There is no editor in the stream
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EMBRACE ENGAGEMENT MARKETING TO OPTIMIZE STREAM CONTENT
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SEARCH IN THE STREAM – WILL YOU SINK OR SWIM?
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PLEASE CONNECT WITH ME AND CONTINUE THE DISCUSSION
Justin Gale
http://uk.linkedin.com/in/justingale
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