Using current events in search

Wed 7 October 2009 13:00, Jaap Jacobs

Using current events in search

Because search is evolving into real-time search the Search Marketing Expo offered a remarkable session. We joined the session Iran & Michael Jackson: What marketers can learn from how consumers search for current events? We’ll hope to hear more about the opportunities of real-time search and how to act on current events.

What we see is that Twitter is way faster than traditional media. If something large occurs you’ll see people sending tweets so rapidly that traditional media could never catch up. We also see “traditional” search engines trying to crawl from the first moment, so they are able to provide real-time search, like Google News.

If we look at Michael Jackson Jeremy Crane shows us that real time search engines got the most visitors on the day Michael died and YouTube got the visitors the days after. But during the problems in Iran it showed different results. We could state that it depends on the event. So what should we do as marketers?

As always, know the audience. At which platforms are the active? And how should you communicate on these platforms. Different forums require different tactics. Prepare yourselves for opportunities and exploit it. And if you are a news site you want to rank as quickly as possible. You’re SEO has to be optimal. Shari Thurow has some brilliant real-time search techniques for us. Develop a good infrastructure, plan ahead and take care of a good keyword analysis. And if your article is being removed from your homepage take care of enough inbound links to catch up.

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