rustybrick
12-14-2004, 11:57 AM
Paid Inclusion Turnaround:
- Every one was doing Paid Inclusion except Google
- Now it is just Yahoo and they still are doing it
- Yellow Pages, Audio/Visual and Shopping also offer PFI
- In vertical searches, Danny believes that paid inclusion will stick around but not in other areas.
Lawsuites:
- Trademark issue is still unresolved; Google is in court now about this.
- Even the meta tag law suit is coming back
- Click-fraud is a rising concern, even Google says it is
- Censorship, copyright, and so on. The industry is still growing and maturing.
Personal Search Arrives:
- Eurekster started
- But how's that search
Getting Personal
- Personal generally meant results reshaped by what you clicked on
- Eurekster joined forces with Friendster, that will be interesting
- Also there is Search Memory, Search History
Surviving Personal Search
- Great Content
- Great title tags and descriptions
- Grassroots? watching and seeing, multiple fronts will open
Google Dance Syndrome
- Last year's Florida largely hasn't repeated but everything is in the sandbox
- The dance is gone
- Will no doubt continue to have shifts in results
Share of US Searches
- Google has shrunk to 45%, Yahoo has grown to 32%, MSN has 15% (they will use their own soon), Ask jumped to 6% and other accounts for 3%.
Shortcuts & Direct Display
- Invisible tabs moving forward, with introduction or expansion of "detours" or "shortcuts" (AOL Snapshots, Ask Smart Search, Google OneBox Results, Yahoo Shortcuts)
- Web results wont be the only and premier item on the results page, how often do you see Google News, Yellow Pages, Froogle, Definitions at the top. The other day, I saw Google Books.
Surviving Shortcuts
- Watch the verticals
- Focus on the ones getting promoted
- Learn, prepare, aim to do well in those.
Battle of the Desktop
- October: Google Desktop Comes out
- Yesterday: MSN
- Tomorrow: Ask
- Jan: Yahoo
- AOL Beta
Desktop Search Impact on SEM
- They see you again and again and again
- Can you measure this impact on the bottom line?
SEM Firms Channel Money
- SEM Firms handle 1.3 billion - 50% of est. 2004 spending on paid search (jupiter research)
- Search advertising overall recognized as a major industry, especially "media owners"
- SEM firms now should get same recognition aren't a "Cottage industry
- Danny says Google is a Media company, I heard Google say they do not want to be thought of a media company but rather a technology company. Danny says no, you are a media company.
Evolution of Firms
- SEMPO says 74% firms flat fee based
- Jupiter says 50% flat-fee based
- But what about non paid because SEM firms do both (sempo says)
SEO is Huge - At Least to Firms
- SEO = PR; Search Ads = Ads; SEO + Ads = SEM
- Outsourced SEM is $380 million (9% of total $4.1 billion industry in 2004 est - sempo)
- Money they keep from running paid or organic (47% from SEO, 43% from paid search)
- He showed some more SEMPO statistics from last nights data
Search Not Paid Search
- Have to understand search is not paid search
- Failure to do so means
- possible misreading of where SEM firms will go
- upsetting firms but not providing support needed on the non paid side
What's Needed
- Algorithmic warnings
- etc. same slide from San Jose Keynote
Danny announces the 2006 SES Schedule by saying they are going to have SES in December in Alaska and in August in a really hot place.
He then discusses whats coming up today...
- Every one was doing Paid Inclusion except Google
- Now it is just Yahoo and they still are doing it
- Yellow Pages, Audio/Visual and Shopping also offer PFI
- In vertical searches, Danny believes that paid inclusion will stick around but not in other areas.
Lawsuites:
- Trademark issue is still unresolved; Google is in court now about this.
- Even the meta tag law suit is coming back
- Click-fraud is a rising concern, even Google says it is
- Censorship, copyright, and so on. The industry is still growing and maturing.
Personal Search Arrives:
- Eurekster started
- But how's that search
Getting Personal
- Personal generally meant results reshaped by what you clicked on
- Eurekster joined forces with Friendster, that will be interesting
- Also there is Search Memory, Search History
Surviving Personal Search
- Great Content
- Great title tags and descriptions
- Grassroots? watching and seeing, multiple fronts will open
Google Dance Syndrome
- Last year's Florida largely hasn't repeated but everything is in the sandbox
- The dance is gone
- Will no doubt continue to have shifts in results
Share of US Searches
- Google has shrunk to 45%, Yahoo has grown to 32%, MSN has 15% (they will use their own soon), Ask jumped to 6% and other accounts for 3%.
Shortcuts & Direct Display
- Invisible tabs moving forward, with introduction or expansion of "detours" or "shortcuts" (AOL Snapshots, Ask Smart Search, Google OneBox Results, Yahoo Shortcuts)
- Web results wont be the only and premier item on the results page, how often do you see Google News, Yellow Pages, Froogle, Definitions at the top. The other day, I saw Google Books.
Surviving Shortcuts
- Watch the verticals
- Focus on the ones getting promoted
- Learn, prepare, aim to do well in those.
Battle of the Desktop
- October: Google Desktop Comes out
- Yesterday: MSN
- Tomorrow: Ask
- Jan: Yahoo
- AOL Beta
Desktop Search Impact on SEM
- They see you again and again and again
- Can you measure this impact on the bottom line?
SEM Firms Channel Money
- SEM Firms handle 1.3 billion - 50% of est. 2004 spending on paid search (jupiter research)
- Search advertising overall recognized as a major industry, especially "media owners"
- SEM firms now should get same recognition aren't a "Cottage industry
- Danny says Google is a Media company, I heard Google say they do not want to be thought of a media company but rather a technology company. Danny says no, you are a media company.
Evolution of Firms
- SEMPO says 74% firms flat fee based
- Jupiter says 50% flat-fee based
- But what about non paid because SEM firms do both (sempo says)
SEO is Huge - At Least to Firms
- SEO = PR; Search Ads = Ads; SEO + Ads = SEM
- Outsourced SEM is $380 million (9% of total $4.1 billion industry in 2004 est - sempo)
- Money they keep from running paid or organic (47% from SEO, 43% from paid search)
- He showed some more SEMPO statistics from last nights data
Search Not Paid Search
- Have to understand search is not paid search
- Failure to do so means
- possible misreading of where SEM firms will go
- upsetting firms but not providing support needed on the non paid side
What's Needed
- Algorithmic warnings
- etc. same slide from San Jose Keynote
Danny announces the 2006 SES Schedule by saying they are going to have SES in December in Alaska and in August in a really hot place.
He then discusses whats coming up today...