Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing
Dr. Larry Cornett, VP, Consumer Products, Yahoo! Search
Mike Grehan, Global KDM Officer, Acronym Media
Chris Blakely, Director, Client Services, comScore, Inc.
Todd Schwartz, Group Product Manager, Live Search, Microsoft Corporation
Jack Menzel, Senior Product Manager, Google
This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and/or fragments. Thank you!
You need to think differently.
Vertical creep is pushing organic results down the page.
Eye Tracking shows that people are not scrolling the way that they used to.
This creates a problem, you need to be at the top of the listings.
Local business center creates opportunities for local businesses.
New paid search results like paid results.
Chris Blakely – comScore:
Leverage comScore search data shows traction of universal search efforts.
Feature sets of search expanding. 48% of searchers are seeing different types of blended search results from their queries.
Lower clicks on sponsored links with the exception of ecommerce and travel.
Organic search strategies need to evolve from that standpoint.
Jack Menzel – Google Product Manager Universal Search:
Universal search has the following elements:
Comprehensiveness – Images, Maps, News, Products, Video, Books and more
Relevance – Run every query against every index, decide what to show only after we collect all of the data
Presentation – Summarize the content in the most efficient way possible.
Recently, there have been made into search results pages.
Better Ranking – Universal search is just a subset of ranking.
Keep improving relevance
Help users explore
Improved results summary
What does this mean for web masters?
– Publish the best and high quality content that you have.
– Take advantage of prominent new verticals
Todd Schwartz – Group Product Manager – Microsoft Live Search:
Evolution of Search:
Search – Directories, Keyword Trends, Rich Semantics, User Experience
Market – Immature, Closed Trends, Open Item????
Consumer – Search, Keyword Trends, Actions
Deliver, Simplify, Implement
Showed Samsung lcd tv model – showed elements of a shopping review, rating and engine – an interesting change
Showed weather and Barack Obama examples
Update Product and Business Info
Larry Cornett – Yahoo! Search:
Transformed from a static experience to a complete information in one search
Showed several Blended examples using Yahoo! Search:
Kyle Orton – Chicago Bears fantasy sports
Movies – including times and local listings
Beyonce – music videos on the search page
Sushi in San Jose
Richer, more relevant links…
Searchmonkey – publishers collaborate, meaning behind the link, richer experience, relevant and personal, etc.
Yelp is a Searchmonkey partner. (How does this affect Yahoo! Local?)
The infobar – Steve Jobs example
Share structured data: Publishers > Searchmonkey > Tell your users
Why is blended search important?
Unmatched opportunities and control for publishers
Key step for building a smarter search engine with structured data