<< by on March 22nd, 2011
This week I will be live-blogging the sessions at Search Engine Strategies NY (SESNY). It’s my first time to this conference and I’m excited to be here. My first session, Search: Where To Next, covers the future of search and how to keep up-to-date so you’re not left behind.
The speakers in this session include:
- Josh McCoy, Lead Strategist, Vizion Interactive (@JoshuaCMcCoy)
- Rob Garner, Vice President Strategy, iCrossing (@robgarner)
- Eli Goodman, Search Evangelist, comScore, Inc. (@losbuenos)
- Duane Forrester, Senior Program Manager, Bing sadjhsdfg
Q: We have Facebook, we have Google, we have YouTube… Will “likes” take over links?
(Goodman) “We’ve moved into an area where social influence is vital.” There are millions of searches across these platforms. Yes, it does take away from the link graph, but it will not take over completely. Why? Because the behaviors between both are different.
(McCoy) “Likes will be more beneficial in the future,” mainly because it shows a form of popularity.
(Forrester) “We have to be careful about this because you have a limited universe.” It may be relevant to you and your peers, but not millions.
Q: Discuss personalization and its impact on users.
(Goodman) “Everything is local now.” As long as it’s relevant to them, people don’t mind being tracked. However, too much personalization can be bad, because you change over time. Search engines look at what you’ve become, not where you’re going.
(Forrester) “Search is not a destination, but it helps you get there.” The future will be in mobile apps. These apps need to be advanced to better suit you and your needs.
(McCoy) “Take the personalization to your site.” You’re going to want to have sites that consider your users’ preferences. Make it a customized experience for them.
(Garner) “About 20% of SERPs are personalized.” Personalization is about tailoring results to who the searcher is and where they’ve been. This can pose a challenge because often users want to know what the engines think are the best answers – objectively, not subjectively. Currently, there’s no good way to do this.
Q: Discuss monetization vs. personalization
(Goodman) Personalization meets monetization on Facebook – tagging a Prada bag with an ad on one of your photos.
Q: Are we doomed to become couch potatoes?
(Goodman) “The world will be like World of Warcraft . You’ll be able to interact with everything you want to interact with and search will be a key component.” Even with things becoming easier, you’ll still want to be out in the world.
(Forrester) “You’ll still have to go to the mailbox to pick the box up, but that’s it.” We’ll have to respond to a change in pace of life. We can’t create more time, but we can make it more efficient, more user friendly. Ultimately, we will still have time to do the stuff we want.
(Garner) Touch interface design will take off. Soon, mapping digital touch points will be put on everything, making life much easier to purchase things.
3 Important Keys to Remember:
- You want to have unique and purposeful data that is engaging to your user.
- Understand how your customers think and respond to things.
- Look at what your competition is doing in the market.