THERE IS NO FUTURE FOR SEARCH.

SEARCH IS DEAD.

I MEAN FOR REAL.

ΝΟ

SEARCH IS JUST SHIFTING.

HOW DID WE GET HERE?

JUNE 25th. MICHAEL JACKSON DIES OFFLINE

ONLINE

OFFLINE 10 DAYS LATER PEOPLE WERE MAKING A TRIBUTE TO THE PRINCE!

ONLINE THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE VIEWS

IF MICHAEL JACKSON WAS A BRAND, HE WOULD BE A 360 COMMUNICATION CASE STUDY.

CLUE: { } Search is a vital part of every 360 communication plan.

OFFLINE SEARCH ONLINE

OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES 67 %

+

EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.

BRANDED SEARCH TRAFFIC IS AN ACCEPTABLE KPI TO MEASURE A BRAND’S AWARENESS

CONSIDERING SEARCH AS ANOTHER STOP MEDIUM

DISTRIBUTION CHANNEL. SEARCH IS A

SEARCH IS EVERYWHERE.

HOW SOCIAL AFFECTS SEARCH a.k.a The History of Ranking Signals

ON-PAGE KEYWORD USAGE + META DATA

PAGERANK + ON-PAGE

ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

DOMAIN AUTHORITY + DIVERSITY OF LINKING DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

THE ENTRY OF SOCIAL SIGNALS FROM FACEBOOK + TWITTER

2011 & BEYOND

BRAND VS GENERICS

Have people working for them BRAND GENERICS Often don’t have (many) employees GOOGLE * Does anyone on Linkedin say they work there?

Own their social pages BRAND GENERICS Sometimes lack a social presence GOOGLE * Do they have a Facebook company page? * Do they have a followed/verified Twitter account? * Do they have a Linkedin company page?

Display obvious contact info and robust “about” pages BRAND GENERICS Might have just a contact form GOOGLE *Do the about/contact on the site exist and contain robust info?

Register w/ relevant government and trade associations BRAND GENERICS Don’t register much of anything GOOGLE * Does the business have a taxpayer ID, proof of registration in a government/civic org’s accessible database?

Get branded search volume for their name BRAND GENERICS Might not have any branded search demand GOOGLE * Do verified, long-time registered users search for the brand with organic patterns?

Run offline marketing & advertising campaigns BRAND GENERICS Usually skip “real word” marketing GOOGLE * Are these signals/evidence of offline marketing or advertising campaigns?

Have an office address & physical presence BRAND GENERICS Often forego any offline presence GOOGLE * Does the business have an associated address via any trusted local data sources?

ENTITY ASSOCIATIONS

HUMAN RATERS & TRUSTED BEHAVIOUR

YOU CAN NOW BLOCK DOMAINS YOU DON’T LIKE

3+1 TIPS TO SURVIVE

DON’T FORGET THE GROUND RULES! 1.

CONTENT RELEVANT CONTENT UNIQUE CONTENT FRESH CONTENT SHAREABLE CONTENT 2.

LEAVE YOUR ON THE WEB! 3. SOCIAL GRAPH ALGORITHMS APPRECIATE IT! MARK

4.4. DON’T FORGET THE GROUND RULES!

CASE STUDIES

TRAVELPLANET24 SEO & USABILITY Organic Traffic Increased by 308%

Conversion Rate increased by 232% TRAVELPLANET24 SEO & USABILITY

TRAVELPLANET24 SEO & USABILITY Ranking Keywords

TRAVELPLANET24 SEO & USABILITY Top Ranking Positions for Important Keywords

TRAVELPLANET24 SEO & USABILITY

XO.gr SEO

Organic Traffic Increased by 272%

Ranking Keywords Increased by 224% XO.gr SEO

Top Ranking Positions for Important Keywords

XO.gr SEO Top Ranking Positions for GEO Keywords

THANK YOU.