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More San Jose Search Engine Strategies Conference Coverage:
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News |
Google
Snares Fox In Exclusive Net Deal
Hot on the heels of news of Google's agreement to run MTV Networks' videos on
its AdSense network, Google has announced a blockbuster deal that will have it
powering search and keyword targeted ad sales...
SES
2006: Demographic Targeting
This session focused on demographic targeting. It has become a serious issue for
online advertisers who want to find higher quality customers online.
PRWeb
Acquired by Vocus
A big day for PRWeb! It's been difficult keeping this under wraps, but Vocus,
a public relations software company, has acquired press release...
AOL
Admits To Search Data 'Screw Up'
After the potentially personally identifying search logs of over 650,000 AOL users
were published by AOL Research this weekend, AOL issued an apology...
Google
Strikes Deal With MTV
Google wants its MTV and has tapped Viacom to team-test a video distribution model
intended for use by consumers, web publishers and advertisers.
Day
One of SES San Jose 2006
Yesterday was a day of travel and a nice afternoon of downtown San Jose. Here
are a few photos.
Google
Maps Remembers Your Address
Google's Maps team has implemented a little feature that has been present for
a while in competing products like Windows Live Local - the ability to save locations.
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Tuesday August 8, 2006 |
Our trusty Doug Caverly woke up this morning on California time and hoofed down
to the Search Behavior Research track at the Search Engine Strategies conference
in San Jose. After grooving a little too much to the Radiohead intro, Doug relays
insight from Yahoo's Ann Frisbie.
Editor's Note: What are some of the methods search can
serve word-of-mouth advertising? Does this make search one of the more powerful
viral tools available, save popular forums? Discuss your thoughts about this and
all things SES at WebProWorld.
 Frisbie,
Senior Director of Category at Yahoo Search Marketing, wove a tale of "the new
consumer paradigm," outlining the idea that search mirrors the word-of-mouth functions
of friends and family.
It's not so much that searchers will change their minds after clicking a link and reading about a product or service, but that if they see enough links throughout their research, they begin to see that as an "everybody's talking about it" kind of way.
Doug |
In fact, according to Yahoo's research, searchers are less likely than non-searchers
to change their mind at all. What Frisbie called "an astounding difference" was
that 63 percent of searchers could not be influenced while shopping online, compared
to 40 percent of non-searchers.
Message internalization can occur from simple text-only ads that repeatedly occur during the research process. That means the branding has sunk in, and searchers will be forming opinions as they go, taking in a flurry of information sources. Once at the point of purchase, however, that internalization will outweigh any last minute influence.
"Search advertising can change consumer behavior and increase the amount of time that they spend with your brand," said Frisbie.
The PowerPoint presentation reads, "They're knowledge seekers, not bargain hunters," as Caverly begins pouting that they've turned off Radiohead.
"Searchers seem to really enjoy shopping," said Frisbie, "and are more willing to look at store location and address information."
What's the moral of the story? Caverly and session host Greg
Sterling like mediocre British agenda-based scratchy alternative rock and
searchers have made up their minds by the time they're ready to buy. But your
business needs to have been there all along the way.
About
the Author:
Jason is a staff writer for WebProNews covering technology and business. |
|
Search Engine Watch executive editor Chris Sherman hosted the session on social
search, which covered the impact of human knowledge and activity on search engines.
Managing editor Mike McDonald of WebProNews filed this exclusive look at the
SES 2006 San Jose session on social search.
Chris
Sherman opened the session by defining social search, calling it a collection
of Internet wayfinding tools informed by human judgment. That judgment takes place
in the form of tags, click-through activity, search history, and other actions.
Mike |
That may be as good as the definition gets for some time. There isn't a standard
definition for social search yet, and a lot of companies big and small would not
mind being the ones to shape it.
Sherman credited World Wide Web inventor Tim Berners-Lee with being the first to create a guide that was the earliest form of social search. At that point, search engines were inefficient; algorithmic search methods had not arrived yet.
Fast forward from 1990 to 2006. Social search is having an impact. "Increasingly we're seeing search engines coming out with personalization efforts," said Sherman. "That data is going to be fed back into the loop and impact the general search."
"What search engines are doing is saying, 'hey lets tap into this huge resource of user brainpower' to improve search results."
Read
the Full Article
About
the Author:
David is a staff writer for WebProNews covering technology and business. |
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A New Method With Which To Target?
When it comes to search marketing, one of the main ways advertisers "target"
their audience is through bidding on keywords associated with your service or
product, which is essentially guesswork. Traditional advertising relies more on
the target demographic (18-34 year old males) rather than focus on related keywords,
which leads to my question: do you think demographic targeting would work in the
search industry? If so, how would you access this data you'd need to leverage?
Discuss this method of search advertising at WebProWorld. Also, be sure to watch
for more posts from Mike and Doug.
|| Chris||
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Creat
Dynamic Talking Characters For Your Site.
 |
SES
2006: Demographic Targeting
This session focused on demographic targeting. It has become a serious issue for
online advertisers who want to find higher quality customers online.
To target or not to target by demographics? The signs have pointed to yes thus
far, as the major search engines have all talked about offering such an option
to their valuable advertising clients.
Microsoft has made the most noise about demographic targeting. Its launch of the
adCenter self-service advertising product made demographics a point of difference
between it and competitors.
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WebPro Question: |
Can someone please take the time to explain how often the Yahoo spider visits
a site on average? Is it once a month twice a month, etc?
- bbilou
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