1. THERE IS NO FUTURE FOR SEARCH.

2. SEARCH IS DEAD.

3. I MEAN FOR REAL.

5. ΝΟ

6. SEARCH IS JUST SHIFTING.

8. HOW DID WE GET HERE?

9. JUNE 25th. MICHAEL JACKSON DIES OFFLINE

10. ONLINE

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

12. ONLINE THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE 6.500.000 VIEWS

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

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

15. OFFLINE SEARCH ONLINE

16. OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES 67 %

17. +

18. EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.

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

20. CONSIDERING SEARCH AS ANOTHER STOP MEDIUM

21. DISTRIBUTION CHANNEL. SEARCH IS A

22. SEARCH IS EVERYWHERE.

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

34. 199619992002200520092011 ON-PAGE KEYWORD USAGE + META DATA

35. 199619992002200520092011 PAGERANK + ON-PAGE

36. 199619992002200520092011 ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

37. 199619992002200520092011 DOMAIN AUTHORITY + DIVERSITY OF LINKING DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

38. 199619992002200520092011 THE ENTRY OF SOCIAL SIGNALS FROM FACEBOOK + TWITTER

39. 2011 & BEYOND

40. BRAND VS GENERICS

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

42. 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?

43. 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?

44. 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?

45. 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?

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

47. 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?

48. ENTITY ASSOCIATIONS

50. HUMAN RATERS & TRUSTED BEHAVIOUR

51. YOU CAN NOW BLOCK DOMAINS YOU DON’T LIKE

52. 3+1 TIPS TO SURVIVE

53. DON’T FORGET THE GROUND RULES! 1.

54. CONTENT RELEVANT CONTENT UNIQUE CONTENT FRESH CONTENT SHAREABLE CONTENT 2.

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

56. 4.4. DON’T FORGET THE GROUND RULES!

57. CASE STUDIES

59. TRAVELPLANET24 SEO & USABILITY Organic Traffic Increased by 308%

60. Conversion Rate increased by 232% TRAVELPLANET24 SEO & USABILITY

61. TRAVELPLANET24 SEO & USABILITY 11.436 Ranking Keywords

62. TRAVELPLANET24 SEO & USABILITY Top Ranking Positions for Important Keywords

63. TRAVELPLANET24 SEO & USABILITY

64. XO.gr SEO

65. Organic Traffic Increased by 272%

66. Ranking Keywords Increased by 224% XO.gr SEO

67. Top Ranking Positions for Important Keywords

68. XO.gr SEO Top Ranking Positions for GEO Keywords

69. THANK YOU.