Do we need to change our entire campaigns to capitalize on universal search? Find out what you can do to better dominate the universal SERPs and grab searchers’ attention. Session description: Google, Yahoo, Ask, and other search engines have changed the way they present search results, and the changes have major implications for interactive marketers. […]

Do we need to change our entire campaigns to capitalize on universal search? Find out what you can do to superior dominate the universal SERPs and grab searchers’ attention.

Session description: Google, Yahoo, Ask, and other search engines have changed the way they present search results, and the changes have major implications for interactive marketers. The still emerging trend, referred to as unified search, integrates vertical content into the main natural search results page. Images, videos, news and blog posts, previously accessible only by clicking between tabs in the results, now appear in the main query results. How can you adjust your search strategy to capitalize on the changes? Learn what types of content have grown in importance and hot to capitalize accordingly.
Moderator: Lee Odden, CEO, TopRank On the internet Marketing and publisher of the TopRank Online Marketing blog

• Chris Heuer, Partner, The Conversation Group
• Paul Bruemmer, Director Search Marketing, Red Door Interactive
• Bridget Shea, Director of Account Services, SendTec

Lee Odden
Explanation of universal search. Execution is different: Ask 3D—3 columns; disambiguation/results/images & video
Live: harder to prompt video
Yahoo & Google: video blended in
(examples: Shrek III, Nintendo Wii—integrating Google News, Blog search results (as of yesterday))
1/2-2/3 of the audience executing universal search right now
Pushing site on several different channels: Flickr, YouTube, etc.

Chris Heuer
Search is the beginning of a conversation. Social media is also a conversation—search is the end, social is the beginning. Text, audio, video & stuff by people and for people. You’re people, corporations are people.

Success requires clarity of purpose. The original idea round SEO was to help people find answers (ie your content). Universal search is a natural evolution—provide many different types of info. It’s in the best interest of the searcher. Universal search simply requires search marketing professional to apply keyword optimization to all channels. It’s still about “filling the funnel.”

Put the searcher first. Serving their interest is the purpose, form which you leverage the “because effect.” Interruption isn’t welcome. Roadblocks are . . . blocking.

Serve the market and you serve the marketer.

Making media optimized to engage searcher in the conversation is the optimization of marketing. Universal means thinking about other media in the same way you used to think about landing pages.

Paul Bruemmer
Have you responded to capitalize on the changing face of search engines?
How can you adjust search strategy to capitalize on these changes?
Learn what kinds of content have grown in importance (and how to capitalize on those).

Is Google Backing off from universal search? (15 Oct search insider column, Mark Simon). Very thought provoking

1. Are users confused by natural search?
2. Does universal search make Google money?
3. What about Google’s tabs image/video/etc?
4. Does it erode relevancy?

He’s going to rebut those arguments.

Comprehend Google’s culture: It was created as a research project; heavily anchored in math. Massive amounts of free, relevant info. Successful search & advertising DNA created off the back of organic listings. It’s not about paid search; all about user experience.

Google’s marketing and PR people do a very good job of distracting analysts and journalists from Google’s core activities (it’s all analytical, mathematical—not emmotional)
infolab.standford.edu/~backrub/Google.html — their initial abstract/plan in 1997, got them the grant at Stanford

Is research history?
Google wants to bring DGM, video product reviews, catalogs, books, local, maps, products, web, finance image blogs etc etc etc. Research probably isn’t history.

Do people trust consumers’ view? yes—he expects a large growth pattern in video
Video customer reviews
Yideo product demos—videos go viral, videos in conversion
He who hesitates is lost—get to work on universal search

Bridget Shea
She’ll play devil’s recommend. Any shift in the organic listings will have affect on paid listings. We have the ability to see that visually the SERP is going to change. For any of you that read the Enquiro research with 2010 SERP, the changes are certainly even more drastic.

It looks like a major shift, but I think this will have a very small impact on the core fundamentals of search campaign management.

We’re always getting back to the fact that it’s nothing new that search has all these dynamic variables. We always have to look at “cost allowable” CPL, etc. Core fundamentals—if you have that intact, you’re ready. It’s just another variable to deal with. Like seasonality—holiday season doesn’t mean you’ve to scrap everything you’re doing the rest of the year. Like competition—new companies or products don’t mean everything you’ve done is totally irrelevant.

It’s very math-driven, especially in paid side.

The image is most obvious. If you put the image in the middle of the organic listings—it changes the way the users’ eyes go. If you’re getting more consideration on the organic side, you may get less consideration on the paid side.

Another thing that might change is average position. Ask3D—overall average position. We might have 2 average positions—overall and within each individual media category.

Things that impact consumers can then impact marketing. One idea: price comparison within SERP—you might begin to see a shift that could be large. If consumers can find all the info that they need and there’s a corollary B&M—if the SERP has reviews, specs, info, local address and store hours could drive your online sales offline.

Some agencies will be superior positioned already, but I don’t think we need to scrap everything we know—make improvements and upgrades to move quickly with it. Agencies and SEOs that have full service are better prepared—already doing paid, SEO, video, etc.

An area where agencies could make up some ground, certainly with video in SERPs—take the same video for a tv campaign, cut it up, get it online and add online CTAs, voila.

Additional data points mean we need to not rely on our old ways of doing analytics—big upgrade there.

You can’t rely on one great high-caliber analytics guru—find systems to make all those analytics replicable and scalable to grow business and not get bogged down in data.

Flexible technology. If we’re gonna throw in other variables, think about all the different parameters in query strings—agencies with proprietary technology and those that can modify and track parameters and conversions will definitely be in a good place.

Lee’s question: What do you think is the low-hanging fruit for the organizations that are already publishing different kinds of content to take advantage of universal search.
Paul: certainly along the lines of what Bridget was saying. Those who have the materials need to just get them up and get it going. That’s very low hanging fruit
Chris: the linking behavior around it—having an index page of your images, give images relevance
Paul: Weather.com did a great job implementing their video for earth forecast. Their video pageviews have increased 400% by essentially creating a site map of their videos with thumbnails, links, text, etc. They’re doing a great job of organizing that data.
Bridget: It’s kind of the last check on the box is once we go live on their TV campaigns is that we launch is on Google video as well
Chris: there are all these sites where you can put up your content for free (blip, flickr, youtube) and link back to the brand
Lee: promoting those different media types—upload your video to your site and submit it to those free sites.

Chris: it’s about serving your clients’ needs. They need this, they demand it, someone is going to serve those needs. Are you going to find a way to serve those needs or will you partner out?
Paul: you’ve gotta have content, and if you don’t you’ve to look at all the other media and find a way to provide the content or be lost in the sea of data.

Is there a preference if there’s something appropriate, tagged appropriately, it’s more likely to come up in SERPs (if video or image)?
Paul: Universal search is not where it’s gonna be 12 months from now. They’re throwing a lot of switches. There will no doubt be a mathematical algorithm to find what people want.
Bridget: they’re smart about how they’re testing. There’s a reason why the page isn’t filled with just video and images. You only see maps when doing a local type search.
Lee: Google Blogoscoped posted screen shots of universal paid results. Very much dynamic and in flux.
Paul: it’s embryonic at this point. Not a foregone conclusion about its direction.
Chris: I don’t see a future where you’d see 10 video results. It comes down to individual preferences and learning styles. Some people are number-driven, some story-driven. 5-1 difference in video v. audio downloads. Yeah, they’re going to other tabs and just listening to it play. It’s a matter of individual preference—may set in profiles.
Paul: You hit the nail on the head there. Gord interviewed Marissa Mayer a while ago: people are exhausted of network television telling them the news. People want the news the way they want the news and they’ll get it from Goolge. Google provides it to you in a vast, universal way. That’s the direction.
Lee: difference between choosing your content and random access content.

Paul, you showed a shot where there was a right-rail video pd search. Was that live?
Paul: That was live and it was gone the next day—one ad, two “videos” results, two “products” results (very like Ask 3D).

Video is easier—like to be entertained. It’s a lot less of recall and retainment. The advent of more advertainment is going to make it harder to get ROI than it is today. The world might be bigger, but I think it would be harder to dive good ROI through video
Paul: Marketers have their centric POV in getting ROI, but that’s not consumers/searchers POV and goal.
Chris: people don’t want to be advertised to. It’s an interruption. Social graph—how do we monetize it? I’m there to be social, not to transact. Same with YouTube. People don’t want marketers in a lot of their conversations because they’re trying to get them to do things they don’t want to do. But helping them do what they want to do? That’ll work.
Followup: but why should I, then, work on my pleasing video when it doesn’t help?
Bridget: It’s not just entertainment. It should have a strong CTA, it needs to be clear what you want the do after they view it.
Lee: it’s the content that gives them value but also has a CTA
Chris: this shift is NOT about selling, it’s about helping people buy. When they’re ready, they need to be able to find it

Search is a textual medium—Ask 3D commercial. I’m just wondering if this is what the searcher wants, I would submit that if someone’s going to a search engine, if they want an image or video (which they often indicate in query). If it’s not indicated in the query, I don’t think it’s what they’re looking for. There are some improvements that universal does great, but are we getting away from the easy elegance that search provided?
Lee: I’ve to believe that search engines are looking at click stream data—for this type of query, what type or result they go to, and factoring that data in future SERPs.
Bridget: Huge shift on local with maps onebox for local search. It comes down to preferences and local.
Paul: remember the common denominator. Google is anchored in math. As humans, we can’t do Google’s calculations. It’s gonna be very complex, how they arrive at this.
Followup: from the users’ perspective, what do they want? Are they looking for a rich media experience every time?
Paul: that’s what they’re trying to find out. Google has 30 data centers costing $2b/yr, 400k servers—they’re into it.
Chris: people often don’t know what they’re searching for. They think they can search and just find it. See what they want in SERPs. Helping to direct them more specifically to the things they’re looking for. [requiring less query refinement]

From the advertisers’ standpoint, and working with our clients, it’s around what are people doing when they’re at your site. Are they watching your test drive video? Put it in Google video and drive traffic there. A lot of this going around keyword up there. Not every result gives a universal result. It’s back on you—what are people doing on your site?
Chris: Marketing has popularly become associated with selling. The original idea of marketing is matching the value of a product/service with the audience, the people who will drive the most value from it. If we get back to that, it will changes things drastically.

Would you say our low-hanging fruit should be not only including images in Flickr and video on YouTube, but creating a universal LP—include images, video, etc. If you’ve a product, you want to show everything on that same page—blog, review, text, video, image.
Bridget: you’re gonna want to test that. When you have two product offerings, we do a lot of landing page testing where we give them a very clear decision. You might offer both paths. We don’t know if it’s termite or pest control. If we let them select. If it’s a broader term that’s a brand term, again it’s going to follow the same principles. More likely: take whether broad or specific query to match to pages like you’re doing now.
Paul: example—Amazon. Long long product pages, everything on there. Do well in organic and paid.
Chris: social media grants you serve a/b markets. Helps you create serendipity—long tail keyword. Those 20 people at the end of the spectrum that call it something else. More content is better!

Yesterday we heard 80% of clicks are on organic. One more tool bar on Ask, no organic results ATF (well, images and video are probably organic results)
Lee: Clicks on search results are on organic side. For folks who aren’t doing SEO, it’s moot. But if you are, and landscape is changing on types of content represented, what’s getting clicks—it’s an opportunity for you

Gord: We understand images much faster than text. It’s a much longer cycle to understand & process text. Spend a little less time with the spreadsheets, spend a tiny more time looking at what makes your customer tick.

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It’s always fun whenever someone discovers one of Google’s many experiments with their search interface. 99% of the time, the discovered tests never materialize as a major rollout for Google, but it’s still worth noting. Today, Valleywag has news that Google is testing the display of videos and products in the sidebar… (image credit Valleywag.com) Now, where have […]

It’s always fun whenever someone discovers one of Google’s many experiments with their search interface. 99% of the time, the discovered tests never materialize as a major rollout for Google, but it’s still worth noting.

Today, Valleywag has news that Google is testing the display of videos and products in the sidebar…

(image credit Valleywag.com)

Now, where have we seen this before, I wonder?

(via)

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75 years ago to the day, U.S. citizens, in the midst of the not-so-roaring 1930's, had their spirits lifted after a thirteen-year drought, otherwise known as the 18th Amendment. The nation's prohibition of alcohol had backfired miserably. Score one for supply and demand. Indeed, prohibition was the ideal 21st birthday present our government could've possibly given to […]

75 years ago to the day, U.S. citizens, in the midst of the not-so-roaring 1930's, had their spirits lifted after a thirteen-year drought, otherwise known as the 18th Amendment. The nation's prohibition of alcohol had backfired miserably.

Score one for supply and demand.

Indeed, prohibition was the best 21st birthday present our government could've possibly given to Al Capone. The mob made a killing on illegal booze. Lucky for them, too. Back in those days, all a wise guy had to do was open a speakeasy, grease a few coppers, and boom — even bathtub gin sold itself.

It's hard to believe that if it weren't for Dewar's, this momentous occasion that is the anniversary of Repeal Day would be no more than another missed chance to market legal booze. Honestly, though, what a great thing to toast to! Not only can they make an honest buck selling it, but I have the ability to go spend an honest buck to drink it. (Must… finish… blog post… )

Take a peek at how Dewar's brands Repeal Day on this newfangled world wide web Television the kids use…

Apparently, founder John Dewar didn't have his son Tommy's charisma. Fair enough. Might as well use Tommy's words instead. Regardless, this is a great ad. (YouTube, on the other hand… They'll never make it. On the internet movin' photos? No way. Vaudeville, that's the future!)

Dewar's could definitely do much superior with their Web strategy. Both the Repeal Day micro-site and their main website are WAY too dependent on Flash animation, the usability stinks, and there's just too much friction in the experience. But that's fancy business-talk, straight from ROI City; conversion rate, cash-on-the-table stuff, see. The marketers at Dewar's have already done the hardest part of their job: They've reminded me that I'm free to give them my money.

And I will.

[Now, before I hear anything from you scotch snobs about how Dewar's doesn't compare to your brand, don't state a word unless you've tried their Aberfeldy reserve batch.]

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Andy Beard has posted a thought provoking top 10 list, which will help marketers that are considering launching a social media campaign, focus on making sure that they’ll get the most out of their efforts. 1. Undefined Goals vs Specific Goals 2. Random Activity vs Planned Method of Attack 3. Random Stats vs Accountable […]

Andy Beard has posted a thought provoking top 10 list, which will help marketers that are considering launching a social media campaign, focus on making sure that they’ll get the most out of their efforts.

1. Undefined Goals vs Specific Goals

2. Random Activity vs Planned Method of Attack

3. Random Stats vs Accountable Statistical Measures

4. Random Content vs Planned Content Strategy

5. Random Encounters vs Optimized Role Management

6. Random Pathways vs Defined Traffic Funnel

7. Traffic vs Targeted Traffic

8. Topical Linking vs Strategic Linking

9. Reporter vs News Epicentre

10. Self Orientated vs Customer Orientated

I personally believe Andy has created a nice list of questions that one should be able to answer before entering into a Social Media campaign. Each question is supported with easily understood examples making this list useful for experienced and novice marketers a like.

In my mind item number 4 is probably the key item that ties all the other items together. Having a planned and well thought out content strategy will most likely positively effect all of the other items, just by forcing a marketer to answer many of the other questions that Andy asks, whether the marketer is aware they are addressing the questions or not.

If nothing else this top ten list certainly seems like an excellent resource for any marketer to swiftly double check before launching their own social media marketing campaigns.

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Whenever I talk with an industry analyst, I’m invariable asked whether Google will continue to grow revenues at its current pace. My response is usually along the lines of “Google will continue to partner with content providers….” Well, Google’s kicked that effort up a notch with news that it will now encourage the “average joe” to […]

Whenever I speak with an industry analyst, I’m invariable asked whether Google will continue to grow revenues at its current pace. My response is usually along the lines of “Google will continue to partner with content providers….”

Well, Google’s kicked that effort up a notch with news that it will now encourage the “average joe” to create content pages, saturate the internet with them, and help Google earn some extra ad revenue along the way.

What surely must make Wikipedia, Associated Content and Mahalo cringe, is the introduction of what Google is calling “knols”–short for units of knowledge. Here’s how Google’s Udi Manber, VP Engineering explains a Knol…

At the heart, a knol is just a web page; we use the word “knol” as the name of the project and as an instance of an article interchangeably. It is well-organized, nicely presented, and has a distinct look and feel, but it is still just a web page. Google will provide easy-to-use tools for writing, editing, and so on, and it will provide free hosting of the content. Writers only need to write; we’ll do the rest.

A knol on a particular topic is meant to be the first thing someone who searches for this topic for the first time will want to read. The goal is for knols to cover all topics, from scientific concepts, to medical information, from geographical and historical, to entertainment, from product information, to how-to-fix-it instructions. Google won’t serve as an editor in any way, and will not bless any content. All editorial responsibilities and control will rest with the authors. We hope that knols will include the views and points of view of the authors who will put their reputation on the line. Anyone will be free to write. For many topics, there will likely be competing knols on the same subject.

Authors of knols won’t be forced to show Google ads, but if they do they will receive a “substantial revenue share from the proceeds of those ads.”

Here’s an example knol…

So here are a few questions I’d like to hear your feedback on…

1. Any conspiracy theories on whether this is connected to the apparent filtering of Squidoo content? Did Google get rid of the biggest competitor to knols?
2. Didn’t we already have knols with Google Page Creator? Will nols replace this?
3. Google doesn’t plan to edit knols in anyway - will this lead to more spam/noise in the search results?

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Maybe you’ve seen the ads where the girl asks if it’s because she forgot to send her brother a birthday card, or the guy looks at a girlie mag to gauge his reaction and then proclaims, “Nope, still gay.” Bam goes the rubber stamp as eHarmony rejects two more of those one million poor […]

Maybe you’ve seen the ads where the girl asks if it’s because she forgot to send her brother a birthday card, or the guy looks at a girlie mag to gauge his reaction and then proclaims, “Nope, still gay.” Bam goes the rubber stamp as eHarmony rejects two more of those one million poor souls looking for love in all the wrong places. A reassuring voice closes the ads, explaining that all us not-wanna-be singles can “come as you are” to Chemistry.com.

REJECTED! Ooof. How do you feel about being rejected?

I had one of those hey-what-am-I-chopped-liver experiences with eHarmony, too. They didn’t exactly send me a Dear John letter or stamp ‘Rejected’ across my torso, but they also didn’t find me any matches, which left me musing how there can be millions of people signed up with this service, and I don’t match up with a single one.

Money I paid. Months I waited. Then those harmonious match-makers told me they were going to suspend my account due to inactivity.

I shot them back a letter. “Give me a match, just one frigging match – even Outer Mongolia is looking good this day - and I’ll show you activity!” They kept me on for another month, then dropped me again. I finally bagged eHarmony and wondered whether the planets were inauspiciously aligned for finding love that year. Or whether I was, indeed, chopped liver.

Talk about your failed relationships!

When you take into account starting a new relationship, what do you worry about deep down? I’m worrying about…

• whether we’ll be able to comprehend and respect each other
• whether you are going to be able to acknowledge and accept who I am
• whether you really possess the attributes I’m looking for
• whether I’m going to put all this time into something and wind up with nothing

Most of all, I worry about putting myself on the line and then getting dealt with badly. Rejected. Abandoned. Betrayed. These are the terrible consequences we all fear in any relationship.

This doesn’t apply solely to romance-based relationships; it applies to almost all the relationships in our lives, including customer/business relationships. Businesses usually start this relationship through their marketing messages.

eHarmony advertising focuses on the relationship you’ll have when you meet Mr or Ms Right. In The Black Table, Joel Keller writes,

But those ads… those freakin' ads! Commercial after commercial of deliriously blissful men and women embracing, kissing, and smiling longingly at each other. Testimonials up the wazoo that show how wonderful and strong the matches are between people who have signed up. It's all so lovey-dovey and sweet that my butt clenches involuntarily while listening to them.

But eHarmony seems to gloss over the part detailing how you and they are going to work together to make this happen, over the relationship they will develop with you. And this is the marketing piece that’s crucial to their customers’ felt needs. As Joel Keller explains it,

Many people who have used eHarmony, … which matches people using a psychological survey that measures, in their words, "29 dimensions of compatibility," haven't been so lucky. Some have been matched up with people that took the survey but never signed up and paid for the service. Others have been deemed to be compatible with people that weren't looking for a commitment or a person with whom they had little in common. Still others have been connected to people that they wouldn't even be attracted to in the dark.

This is a failed relationship!

It’s all about the felt need

When it comes to matchmaking, people want to find friendship, maybe love, maybe a permanent relationship, maybe merely the opportunity for casual flings. But before they start to address that felt need, they’ve to deal with the felt needs of their deepest fears: rejection, abandonment and betrayal. This is hardly confined to potential matches; it applies equally to the matchmakers themselves.

Chemistry.com gets it. They address this need first: We don’t believe you’re chopped liver. Then, through their online entity, they go about growing their relationship with you.

[Note: Compare Chemistry’s home page with eHarmony’s home page. The primary call to action on both sites is getting the customer to supply information and get started. But which of these home pages offers clear, intuitive ways to learn about the business itself? Massive tabs on Chemistry, plus some forums and articles. Tiny links buried in the No Man’s Land of screen real estate on eHarmony. This should be a big relationship red flag!]

At the end of the day, you are in the business of creating relationships. And if you want those relationships to grow beyond the carrot of promise you dangle before the eyes of your audience, then you’ve to work at it. My mother always told me, “You want to learn who a person really is? Pay a lot less attention to what they state and a lot more attention to what they do.” Warm-fuzzy language may capture attention, but it’s dependable action that cements relationships.

Sadly for eHarmony, there's a fair chunk of blog-space given over to what they do, and it isn't positive. Let’s face it. Divorce is nearly always an exercise in smearing lots of bad blood all over the shop. You so don’t want to go there with your customers!

Dig deep into the concerns your customers bring to the table when they consider doing business with you. Identify their deepest concerns when they’re deciding if you are the business for them.

Will you really understand their needs in the relationship they hope to develop with you?
Are you really going to accept them for who they are and talk to that, not only in your sales process but also their buying process?

Will you deliver on your promise to value them and go the distance on their behalf?

Address these issues in your marketing messages. And remember, your marketing messages are only simpering smiles if you can’t treat your customers honestly in the follow-through!

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