{"id":575,"date":"2007-08-21T09:59:22","date_gmt":"2007-08-21T13:59:22","guid":{"rendered":"http:\/\/www.daviddalka.com\/createvalue\/2007\/08\/21\/ses-san-2007-jose-day-1-universal-blended-vertical-search\/"},"modified":"2015-04-22T08:04:32","modified_gmt":"2015-04-22T13:04:32","slug":"ses-san-2007-jose-day-1-universal-blended-vertical-search","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2007\/08\/21\/ses-san-2007-jose-day-1-universal-blended-vertical-search\/","title":{"rendered":"SES San 2007 Jose Day 1 – Universal & Blended Vertical Search"},"content":{"rendered":"

Moderator:
\nChris Sherman, Co-Chair, SES San Jose
\nSearch Engine Marketing Speakers<\/a>:
\nGreg Jarboe, President and Co-Founder, SEO-PR
\nSherwood Stranieri, Search Marketing Director, Catalyst online
\nBill Slawski, seobythesea.com
\nErik Collier, Director of Product Management, Ask.com
\nDavid Bailey, Engineer, Google
\nTim Mayer, Vice President of Product Management, Yahoo! Search<\/p>\n

Quite likely the busiest session of the day to the fullest house. One can’t help but notice that if Greg Jarboe had gone to Google and designed Universal Search himself he likely couldn’t have designed it to play into his strength areas in news and pr related issues. The implications and transformation for universal search are still evolving, but they are clearly changing the landscape. One other thing that became clear from this event was that Ask is becoming a serious contender in this marketplace.<\/p>\n

Greg Jarboe \u2013<\/p>\n

Universal search is the biggest event since \u201cFlorida\u201d update. 70% of what I used to know is now obsolete. The patterns are not yet clear in personalization.<\/p>\n

News results ranked #4 if you searched for the term iPhone on June 29<\/p>\n

In the #8 position, was a Youtube video. We don\u2019t know if it was done on purpose.<\/p>\n

July 17, Rupert Murdoch \u2013 news with image \u2013 brings up a whole new reputation management \u2013 be prepared to optimize images.<\/p>\n

Early chapters of Henry Potter were leaked, the blog results are on page one of results<\/p>\n

Investor relations now is moving to the front page of Countrywide. Few companies have complete control of their brands now on Google.<\/p>\n

Unflattering images of Hillary Clinton and that vast right wing conspiracy is building links to unflattering results.<\/p>\n

Blogs on Hurricane Dean already on front page. Images will likely come next.<\/p>\n

All of the rules have been rewritten \u2013 how do I research this? Focus on the upper left links. News seems to be on the top left all the time. Search remains #1 way journalist find information about a company.<\/p>\n

Newsknife and Google News Report \u2013 be checking this. Your PR people aren\u2019t ready for that yet. If you are not giving a jpg file in a release, start now.<\/p>\n

Google News right now doesn\u2019t do video news. Likely to create that.<\/p>\n

Social mapping tools can help identify most influential bloggers. In certain categories they show up.<\/p>\n

A couple of years ago there was vertical creep session here at SES \u2013 I now rank for that term. Not a good thing.<\/p>\n

You can\u2019t afford to ignore Universal Search Today<\/p>\n

Google is making specialized or vertical content more visible through Universal Search<\/p>\n

Sherwwod Stranieri, Catalyst Online<\/p>\n

This throws a lot of\u00a0 curves into the theme. Ask 3D and Google cut new paths.<\/p>\n

Conventional web pages that once rank well are going to move around maybe down. Other things will move updates.<\/p>\n

Number of videos is significant in the Youtube world. Are the search engines using comments as an indicator?<\/p>\n

We are looking at it as search marketers. Showed client example.<\/p>\n

How to look at it: Google PR, Y! Page links, keyword phrases in tags.<\/p>\n

Videos ranking correspond well with views, comments, etc.<\/p>\n

Bill Slawski<\/p>\n

Why does news, images and video show up there.<\/p>\n

I\u2019m not sure I see this all as a revolutionary concept. How do we get out content into our results.<\/p>\n

Showed examples of screen prints from each engine for the word spider.<\/p>\n

Showed the Google patent, oddly looks quite different than Google\u2019s universal search does now.<\/p>\n

Google acquired several Infoseek patents.<\/p>\n

Discussed Onebox and log file data.<\/p>\n

Ranking in Vertical databases \u2013 how do you rank for that vertical?<\/p>\n

User behavior \u2013 key value pairs, be certain definition and being defined. Questions and Answers work the same way. Html formatting may play a role.<\/p>\n

Enhancing the user experiences.<\/p>\n

David Bailey \u2013 Google
\nTechnical lead for the vertical search.<\/p>\n

What are our goals?<\/p>\n

Make google.com the search box of first resort.<\/p>\n

Display special features for special results<\/p>\n

Keep it fast. Keep it simple. Above all, keep it relevant.<\/p>\n

Showed example: origami crane<\/p>\n

This will continually improve and extend to more result types.<\/p>\n

It\u2019s still about the web.<\/p>\n

But: think about creating quality content in other forms. Expect similar SEO guidelines to apply.<\/p>\n

Create quality content, describe it well and we\u2019ll see what happens.<\/p>\n

Tim Mayer, VP Product Management<\/p>\n

We are transitioning to a better optimized user experience<\/p>\n

Freshness and user intent became relevancy issues.<\/p>\n

News, local and other verticals \u2013 the possibilities are infinite. Federation plays a role.<\/p>\n

Some implantation examples:<\/p>\n

Music Artist Shortcut<\/p>\n

Movie Shortcut<\/p>\n

Hotel Shortcut Inline<\/p>\n

Consumer Electronics Shortcut<\/p>\n

As we go forward, it\u2019s going t be more about the intent of the searchers.<\/p>\n

Eric Collier, Director of Product Management<\/p>\n

\u201cWe are the scrappy innovator of search.\u201d<\/p>\n

Ask.com 3D: SERP Design<\/p>\n

We moved the content up top and removed the top links.<\/p>\n

Large jumps in user satisfaction seen in both the site analytics and surveys<\/p>\n

Increase in vertical channel usage<\/p>\n

Starting to see a reduction of multiple query sessions around the same keyword term.<\/p>\n

Expect to see a larger percentage of SERPs with blended results<\/p>\n

User location will play a larger roles in SERPs<\/p>\n

Expect to see fewer web results in SERPs<\/p>\n

Blogs, Images and Video results will take online reputation into account when ranking<\/p>\n

Pay attention to other search drivers<\/p>\n

\n

Other coverage of this important session:<\/p>\n

RB Digital Boots<\/a><\/p>\n

Rustybrick<\/a><\/p>\n

AIM Clear Blog<\/a><\/p>\n

Lee Odden’s Toprankblog<\/a><\/p>\n

\n

Bonus coverage:<\/p>\n

Lee Odden interviews Tim Mayer<\/a><\/p>\n

\n

\n","protected":false},"excerpt":{"rendered":"

Moderator: Chris Sherman, Co-Chair, SES San Jose Search Engine Marketing Speakers: Greg Jarboe, President and Co-Founder, SEO-PR Sherwood Stranieri, Search Marketing Director, Catalyst online Bill Slawski, seobythesea.com Erik Collier, Director of Product Management, Ask.com David Bailey, Engineer, Google Tim Mayer, Vice President of Product Management, Yahoo! Search Quite likely the busiest session of the day […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[33,29,15,12,13,6,7,2,19,26,4],"tags":[],"class_list":["post-575","post","type-post","status-publish","format-standard","hentry","category-ask","category-blogging","category-brandingbuzzviral","category-change-management","category-customer-experience","category-google-goog","category-reputation-management","category-search-engine-marketing","category-search-engine-optimization","category-social-media","category-yahoo-yhoo"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/575","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=575"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/575\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}