SES Berlin: Bill Hunt on search 3.0

Wed 25 November 2009 10:04, Bas van den Beld

Bill Hunt is one of the people who have been in search before search was there. He sold three very successful search engine agencies and wrote a book on the topic.

In his keynote this morning Hunt took a look at Search 3.0: where are we going from here. The keynote showed us a good overview of the change SEO is going through with the integration of social media. Search data and social media must be used together. As Bill Hunt stated: SEO is not dead, its more complicated.

Below some highlights from the presentation which will be available online next week.

What does search marketing offer?: The best opportunity marketers have to engage "intent-driven" prospects

What makes search special?

only discipline based on marketplace opportunity
works across the funnel
a cost effective tactic for driving audiences to marketing content on client websites

Why is search not more popular?
It's mostly about job preservation:

classical advertising expenditures are safe
media mix often mirrors agency budgets and relationships
search marketing success scares people by higlighling lack of performance on other media
we "over-measure" the ROI of search

Tomorrow's search marketing
New Ecosystem: Now its what the brand says and does, instead it will be what the world says and does

Future search marketing offers:

a customized experienced for each searcher
results based on interest or intent. He talks about Bing as example, being a decision engine. He's looking forward to getting the Bing API
Increased opportunity to dominate the results listings

Tapping into the voice of the consumer
He shows an interesting graph on the searcher's intent. There are models which can help getting keywords better connected to the user's intent.

Hunt talks about keyword research. First you do keyword research, then you look at what are people talking about, based on the keyword. Mashing up the data shows interesting things.

You need to look at who is talking about it. You want to find out the influencers. If you look at the data more holistically you will find out more important things.

How to get ready for search 3.0:
He shows the company search maturity cycle. You can see four steps in the timeline

Search is project based
Search is tactical
Search is strategic
Search is integrated

You have to learn how to integrate search with the rest of the teams.

Why do people search? What drives search?

New planning Paradigm: integration:

keyword analyses is a combined insights and social media monitoring
Product messaging
Influence Creative SEO/PR
Content Distribution Media & Metadata
By tracking analytics you can improve this and put it back in the circle.

Go back to the premise: people are searching today, take that opportunity.

Search & Social Media in the Marketing Mix

feed the need for information and create compelling information consumers will pull and interact with on demand
capture those who are interested now in the products and services you offer
plan for and take advantage of the increased relevance in search engines' results
deploy and integrated plan to "Own the Shelf" and "Customer Journey"

<Interview with Search Around the...

Our Daily Search Pic(k): Germany...>

Comments (3)

- Jon Myers
- [website]
Great post mate! Some interesting and thought provoking stuff.

Thu 26 Nov 2009, 10:55
- Barry Adams
- [website]
Good stuff - sounds like a great keynote. Always good to learn new things from people who can make sense of new developments and provide us the tools and mindset to handle it.

Thu 26 Nov 2009, 11:04
- T-SEO
- [website]
People still wrapping their heads around web 2.0 I am not sure if they are ready yet for web 3.0

Sun 29 Nov 2009, 04:10

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