Advanced PR Technology in Practice Bill Barnes Co-Founder & Executive Vice-President Enquiro Search Solutions, Inc.

Search Is: The Connection between Intent and Content

Aggregate Consumer Map: All Search Activity

What Drives Personalization? Disambiguating Intent. User Volunteered Info Task Context Web History Platform Info Search History Origin of Search Community Choices Geo Targeting

An experiment with personalized results Organic listings 3, 4 and 5 personalized Study of 16 individuals Tracked History from a previous session Provided listings based both on past clickstream and assumed place in buying funnel

Google’s Universal Search Search across all content sources –Videos –Images –News –Maps –Books –websites –Blogs –Social Communities Displayed in a single set of results

Google’s Universal Search

Driving More Traffic to your website…

Driving more traffic… Using Images Add images to your press releases Optimize your images Create an Image site map Access to images for press Do an image search on your company and see what comes up.

Driving more traffic… Using Video Add video to your press releases Optimize your video Create a video site map Upload your videos to Youtube, Google video, Yahoo video & Meta Café Have your clients and contacts rate your video. Comment on other videos

Driving more traffic… Tips Optimize your Press Releases Draw attention to your press release by blogging about it. Consider a sponsored campaign for PR Host your press releases on your own site.

Driving more traffic… More Tips Make sure you syndicate your press releases Link to related articles and PR on your site. Participate in Social networks Interlink everything

Driving more traffic… One More Tip Include the stock code Link to Google’s corresponding financial page

What to do with more Traffic… Provide more information on your site than what is in the Press Release Use multiple pages to tell your story Don’t make visitors hunt for information Make it easy to get to resources Link to related stories

Thank You