evolution of search and its impact on marketing
TRANSCRIPT
What does search mean to you?
What does search mean to you?
What does search mean to you?
How much do you care about site search?
Keyword Search
User intentions
Keywords
“small camera”
Keyword Search
? “tiger”
“IMC”
How to benefit from keywords
Keyword marketing
Rearranging products accordingly
How to benefit from keywords?
% of successful and unsuccessful searches
Conversion ratio of visitors who use onsite search
Session duration for all sessions that included searches What site visitors did after they used the onsite search
Site Search KPIs
Keyword search is a direct search
The other (less popular) form of search is
navigational search
Navigational search is
morethan internet directories
Faceted search combines both paradigms
Keyword Search Navigational Search
Fast retrieval
No need to know the taxonomy
Ability to browse
Faceted Search
Introduces relevant specs!
Faceted Search
Guides the search process
Why is it better?
Gives an overview of available information
Increases the chance of searching
Why is it better?
Gives an overview of available information
Increases the chance of searching
Engages the user!
Faceted Search and Marketing
SEO Friendly!
Elicits direct explicit customer preferences
Measuring the user experience
Ran a usability test on
BestBuy.ca for 6 weeks
Measuring the user experience
Ran a usability test on Best Buy Canada site for 6 weeks
Measuring the user experience
Ran a usability test on Best Buy Canada site for 6 weeks
Provided users with keyword search and sliders
Measuring the user experience
13% used keyword search
77% used sliders
The remaining 10% checked items on the first page
New search Technologies & Trends
Semantic Search
Mobile Search
Location-based Search
Semantic search tries to understand the searcher's intent
Keyword disambiguationProviding contextual information
Semantic Search
Semantic Search
Should provide a platform for collecting relevant information
Engage the user as much as possible!
Engage the user with different ways of search
Use images! They are powerful!
Optemo Solution for BestBuy.ca
A Shift for SEO
No more keyword matching, keyword density, and ranking in the search engine results page
Need to know:
How the audience think and behave online
Latent or hidden relationships between ideas
The ways people express those ideas
What does it mean for Marketing?
It provides much deeper insight into customer behaviour and
needs
Real-time Search
Twitter / Facebook phenomena has started a new chapter for online marketing
If your site hosts real-time data you should consider on-site real-time search engines
Real-time Search
You already use social networks to get the word out but you should also use real time
engines to:
Learn about trends Fine tune your messaging Evaluate your campaigns
Mobile Search
Site Search
Location-based search
Mobile Site Search
Main benefit: search on the go
Main challenge:small screen
Mobile Site Search – Overcoming the Challenge
Native applications, mobile browser optimization or both?
Collect information, learn how they use their phones
Market your mobile features!
Location-based Search
Location-based Search
Becoming rapidly ubiquitous
Adding more context to the search
Increasing the conversion
Search & Marketing
Search is a communication tool
Customers are talking with you!
Search & Marketing
Look for tools that help you listen to them!
And help them communicate more effectively!
