Steve gibson bright and shiny 3
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This document discusses ways to make search marketing more engaging and effective. It begins by looking at what clients, bosses, and search marketers find "bright and shiny", including new technologies and strategies that competitors are using. It then focuses on the rise of voice search as a major development for 2015. Voice search will change how people conduct searches across devices by making it more of a verbal command than a written request. This raises questions about how search marketers can optimize for voice queries and new keyword triggers like "find", "near me", and questions. The document concludes by suggesting ways for search marketers to stay knowledgeable and market their skills, such as expanding their online presence, creating educational content, and keeping clients
Steve gibson bright and shiny 3
- 1. 1 Steve R Gibson Bright and Shiny Objects
- 2. A Little about me • Starting doing search in 2001 – About 60 miles north of here for a law firm located in a town called Bountiful. • Built, managed or rebuilt over 1000 accounts for about 75 different companies / brands. • Faked a Super Bowl ad when I worked at Mazda (twice). • Currently work with Initiative on Hyundai, Kia, Best Western, many others. 2
- 3. Topics3 • What makes something Bright and Shiny? • One Bright and Shiny Idea. • How we can make Search more Bright and Shiny.
- 4. What?4 What makes Something Bright and Shiny? Depends on who you ask.
- 5. Bright and Shiny to Client or Boss5 • It’s New! • It’s a secret. • No one else is doing it. • Everyone is doing it. • The competition is doing it. • I read about it on MediaPost and think we should be doing it.
- 6. Bright and Shiny to Search Marketers6 • It’s New! • No one else is doing it. • No one else is doing it RIGHT! • The competition is doing it. • Its less expensive / more effective than what we are doing now. (Few others are doing it) (Consistently doing it)
- 7. There are so many7 • Yahoo Gemini, Stream Ads • Social and Search Fusion • Sensors • Biometrics • Hyper Local • True data integration • Retargeting, Remarketing • Programmatic Voice Search I am going to talk about a big one I see for 2015
- 8. Hey, Hi, Hello, Ok8 Voice Search is here and it changes the landscape. It changes the way a person conducts a search. It spans across devices. A few of the Brightest and Shiniest • Siri • Google (Moto & Glass) • Amazon Fire, Echo • Microsoft Band, Xbox
- 9. Hey, Hi, Hello, Ok9 In 2015, everyone will be talking to their wrist
- 10. Hey, Hi, Hello, Ok10 Search has generally been a REQUEST Voice Search makes it more of a COMMAND And will eventually turn it into a CONVERSATION
- 11. Hey, Hi, Hello, Ok11 Questions and Concerns for Search Marketers or Things to think about
- 12. Hey, Hi, Hello, Ok12 Does the thought process change when speaking a search term? I really want some bacon You think differently when you type compared to when you speak.
- 13. Hey, Hi, Hello, Ok13 What new terms do we exact match too? “Find” “Near Me” “Nearest”“Closest” “Look For” “Where is”“Show Me” “Go To”
- 14. Hey, Hi, Hello, Ok14 What about phrases that are very close? “I have a MATH problem” “I have a METH problem”
- 15. Hey, Hi, Hello, Ok15 Where does the search results data come from? • Paid results? • Device dependent? • Locality? How much do these companies know about you? How will that effect the results?
- 16. Hey, Hi, Hello, OK16 Other questions • Is there a number two spot? • Search without a SERP. • Will we be able to identify voice searches? • What other factors can we use to target? • History • Last geo position • Velocity, Direction • Heart rate How will you use Voice Search in 2015?
- 17. Making Search Bright and Shiny17 Things that make Search Bright and Shiny
- 18. Search is not18
- 19. 1 Percent19
- 20. I Search20
- 22. 22 Making Search Bright and Shiny Merchandise yourself… your team, your profession. • Expand – YouTube, LinkedIn, eBay, Amazon. • Create POV’s. • Build Infographics. • Create Case Studies. • Inform your client of new developments, changes, updates, etc..
- 23. 23 Thank You #skyabove Steve R Gibson LinkedIn Group
Editor's Notes
- #4: What is so alluring, What is the trigger, perception. Going to do it. I read on the internet -----------
- #5: What is so alluring, What is the trigger, perception. Going to do it. I read on the internet -----------
- #6: What is so alluring, What is the trigger, perception. Going to do it. I read on the internet -----------
- #7: What is so alluring, What is the trigger, perception. Going to do it. I read on the internet -----------
- #8: So having to pick one bright and shiny object was not easy. Many were discussed in the previous presentations, roundtables, cocktail parties, etc…
- #10: Or at their wrist. I think that iwatch is the tipping point. If you have interacted with any of these you quickly come to the conclusion that voice is the best input method.
- #11: Conversation means that the search has an additional step, a clarification or re-query if you like.
- #12: Many of which we. I have more questions than answers here.
- #14: Search has generally been a request, Now its more of a demand.
- #15: Search has generally been a request, Now its more of a demand.
- #16: Does my thought process change? Where does the data come from? There is no number 2. Specific targeting of an individual. Call,
- #17: Does my thought process change? Where does the data come from? There is no number 2. Specific targeting of an individual. Call,
- #18: Lets face it. We are not. Search is not sexy. Not thought of as sexy. But it should be. A few things that i think make search bright and shiny
- #23: We are not very good at this. Its something we struggle with.
- #24: We are not very good at this. Its something we struggle with.