Presentation for Exl Pharma Conference about Future of Search

My presentation for the Exl Pharma Conference covering the history of search engines, how they are changing and how search engine algorithms impact online health care marketing.

1. Being Found Online Today & Predictions for Tomorrow July 16, 2012
2. 2 | 7.12.11 Today’s Mental Journey: • Why search & social matter, and are important for health care companies. • A little search engine history. • Discuss how search engines and search activity have significantly changed over the years. • Focus on where search and social is now, and how that impacts how consumers are finding your information online & via their mobile phone. Key takeaway: Know your audience
3. 3 | 7.12.11 Consumers Rely on Search Engines
4. 4 | 7.12.11 Doctors Demand Mobile
5. 5 | 7.12.11 The Most Important Transition From Keywords Entities and Connections Cartoon on left by Peter Steiner © 2012
6. 6 | 7.12.11 QUICK SEARCH ENGINE HISTORY
7. 7 | 7.12.11 Search Engines - 1994 • Built on a thesis sharing system. • Keywords and labeling mattered. • Search engines needed links to find and crawl your site. • You needed in-bound links to get the few people online to find your site.
8. 8 | 7.12.11 Search Engines – 1996-2007 • Introduction of PageRank, some links matter more than others. • Introduce verticals: - Google News (2002) - Book search (2004) - Scholar (2004) - Blog search (2005) - Google base (2005) - Google video (2006) • Combine the verticals together with Universal search (2007).
9. 9 | 7.12.11 Search Results – 2008-2011 • Search Results become Personalized (2008). • Matt Cutts (head of Web Spam at Google) states that “rankings are dead.” - Behavior Intent - Universal Search - Geographic location - Previous Search History • Google announces that it makes a change a day (2009). Photo © Copyright 2012 Search Engine Journal
10. 10 | 7.12.11 Search Results – Personalized in 2012
11. 11 | 7.12.11 Facebook “Like” Buttons REALLY Do Increase Traffic
12. 12 | 7.12.11 SEARCH RESULTS TODAY
13. 13 | 7.12.11 Paid Ads Knowledge Graph My brother Geo Local results Images from Google+ All personalized to me. Direct answers are now displayed in search. Google Search – 2012
14. 14 | 7.12.11 Google – Powered by Your Google Data
15. 15 | 7.12.11 • Similar to Google, but has interesting Facebook and Twitter integration features. • You can ask your friends questions directly from search. Bing Search - 2012
16. 16 | 7.12.11 Bing – Powered by Your Microsoft Data
17. 17 | 7.12.11 Recent Google Algorithm Changes
18. 18 | 7.12.11 • Build traffic to your website or social profile by creating quality content that speaks to your target audience (by using their words), and building links that are natural. • Panda Update • Removed low quality content from the search engine. Based on algorithmic learning from human raters. • Penguin Update • Removed sites with links pointing to them from low value sites, or from sketchy domains. Any links that looked “weird.” Being Real & Relevant Online
19. 19 | 7.12.11 Human Intelligence and Review There are real life people that review and evaluate search results! A sampling of the questions that they are paid to answer: 1. Does the page provide substantial value when compared to other pages in search results? 2. For a health related query, would you trust information from this site? 3. Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 4. Would users complain when they see pages from this site?
20. 20 | 7.12.11 Target Your Audience by Language US Search UK Search
21. 21 | 7.12.11 New href=Lang Tag New Google Language and Country Coding
22. 22 | 7.12.11 Search Engines Know You
23. 23 | 7.12.11 Google’s Knowledge Graph
24. 24 | 7.12.11 Google Health Searches Rolled out in Feb 2012:
25. 25 | 7.12.11 Schema.org What is it? Enhanced code in the html that creates richer snippets in search. Supported by all search engines. Increases rank and click through.
26. 26 | 7.12.11 Schema Updates – Health and Medical The proposed new schema markup focused on “surfacing the existence of and relationships between entities described in content”: • MedicalCondition • Drug • MedicalGuidelines • MedicalWebPage • MEdicalScholarlyArticle To learn more: www.schema.org
27. 27 | 7.12.11 Mobile Intelligence
28. 28 | 7.12.11 Mobile App vs Mobile Landing Page • 4.5 listings in search results screen. • Top rankings driven by: - Daily usage - Overall downloads - Reviews - Likes • Users have to download app to see information. • Only 5% of users keep an app after the first month.
29. 29 | 7.12.11 Page Load Speed
30. 30 | 7.12.11 Google Now – Serving You Info without Searching
31. 31 | 7.12.11 Two Parting Thoughts…. 1. Know your Customer • Use their language. • Have them test your message. • Create search personas and measure against assumptions. • Provide online information they want to share. 2. Be Mobile • Do keyword research to find your mobile customer. • Mobilize your online properties.
32. 32 | 7.12.11 Ketchum Resources: • http://blog.ketchum.com/author/katherinewatier/ • Ketchum’s Digital Living Index: http://www.digitallivingpr.com/ • From Health.Ketchum.com: - FDA’s New Social media Guidelines - How do I handle unsolicited inquires for off-label use? - Is Your Web Domain in Order for Responding to Unsolicited Requests? Additional Reading….
33. Katherine Watier Ketchum 202-729-8355 @kwatier www.linkedin.com/in/katherinewatier gplus.to/katherinewatier Katherine.watier@ketchum.com www.ketchum.com Contact