THERE IS NO FUTURE FOR SEARCH.. SEARCH IS DEAD. I MEAN FOR REAL.

THERE IS NO FUTURE FOR SEARCH.

SEARCH IS DEAD.

I MEAN FOR REAL.

ΝΟ

SEARCH IS JUST SHIFTING.

HOW DID WE GET HERE?

JUNE 25th. MICHAEL JACKSON DIES

OFFLINE

ONLINE

OFFLINE

10 DAYS LATER

PEOPLE WERE

MAKING A TRIBUTE

TO THE PRINCE!

ONLINE

THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE6.500.000 VIEWS

IF MICHAEL JACKSON WAS A BRAND, HE WOULD BE A 360 COMMUNICATIONCASE STUDY.

CLUE:

{ }Search is a vital part of every 360 communication plan.

OFFLINE

SEARCH

ONLINE

OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES

67%

+

EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.

BRANDED SEARCH TRAFFIC IS AN ACCEPTABLE KPI TO MEASURE A BRAND’S AWARENESS

CONSIDERING SEARCH AS ANOTHER STOP

MEDIUM

DISTRIBUTION CHANNEL.

SEARCH IS A

SEARCH ISEVERYWHERE.

HOW SOCIAL AFFECTS SEARCH

a.k.a The History of Ranking Signals

1996 1999 2002 2005 2009 2011

ON-PAGE KEYWORD USAGE+

META DATA

1996 1999 2002 2005 2009 2011

PAGERANK+

ON-PAGE

1996 1999 2002 2005 2009 2011

ANCHOR TEXT + DOMAIN NAME + PAGERANK +

ON-PAGE

1996 1999 2002 2005 2009 2011

DOMAIN AUTHORITY + DIVERSITY OF LINKING

DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME

+ PAGERANK + ON-PAGE

1996 1999 2002 2005 2009 2011

THE ENTRY OF SOCIAL SIGNALS FROM

FACEBOOK + TWITTER

2011 & BEYOND

BRAND

VS

GENERICS

Have people working for themBRAND

GENERICS Often don’t have (many) employees

GOOGLE* Does anyone on Linkedin say they work there?

Own their social pagesBRAND

GENERICS Sometimes lack a social presence

GOOGLE* Do they have a Facebook company page?* Do they have a followed/verified Twitter account?* Do they have a Linkedin company page?

Display obvious contact info and robust “about” pagesBRAND

GENERICS Might have just a contact form

GOOGLE*Do the about/contact on the site exist and contain robust info?

Register w/ relevant government and trade associations BRAND

GENERICS Don’t register much of anything

GOOGLE* Does the business have a taxpayer ID, proof of registration in a government/civic org’s accessible database?

Get branded search volume for their name BRAND

GENERICS Might not have any branded search demand

GOOGLE* Do verified, long-time registered users search for the brand with organic patterns?

Run offline marketing & advertising campaigns BRAND

GENERICS Usually skip “real word” marketing

GOOGLE* Are these signals/evidence of offline marketing or advertising campaigns?

Have an office address & physical presence BRAND

GENERICS Often forego any offline presence

GOOGLE* Does the business have an associated address via any trusted local data sources?

ENTITYASSOCIATIONS

HUMANRATERS & TRUSTED

BEHAVIOUR

YOU CAN NOW BLOCK DOMAINS YOU DON’T LIKE

3+1 TIPS TO SURVIVE

DON’T FORGET THE GROUND RULES!

1.

CONTENTRELEVANT CONTENT

UNIQUE CONTENTFRESH CONTENT

SHAREABLE CONTENT2.

LEAVE YOUR ON THE WEB!

3. SOCIAL GRAPH ALGORITHMS

APPRECIATE IT!

MARK

4.DON’T FORGET THE GROUND RULES!

CASE STUDIES

TRAVELPLANET24SEO & USABILITY

Organic Traffic Increased by 308%

Conversion Rate increased by 232%

TRAVELPLANET24SEO & USABILITY

TRAVELPLANET24SEO & USABILITY

11.436 Ranking Keywords

TRAVELPLANET24SEO & USABILITY

Top Ranking Positions for Important Keywords

TRAVELPLANET24SEO & USABILITY

XO.gr SEO

XO.gr SEO

Organic Traffic Increased by 272%

Ranking Keywords Increased by 224%

XO.gr SEO

XO.gr SEO

Top Ranking Positions for Important Keywords

XO.gr SEO

Top Ranking Positions for GEO Keywords

THANK YOU.