With the addition of the Google +1 button to the social world, an old question has been starting to make advertising agencies take notice again. Is the social ranking element of search, beginning to shape where you show up in the SERPs?
It has been long known that when you “Like” a topic via the Facebook button, you can generate a fair amount of traffic just with a simple click of a button. It’s only recently been entrenched in the Bing results now though that those “Like”s are beginning to shape your personal results pages. When you’re signed into your Facebook account and you perform a search for model racecar in Bing for example. You’ll be able to see mixed within your search results if any of your friends are involved in the same model racing scene as you are. It can create a good deal of traffic if your site is catering on a social level. With the addition now of the Google +1 button, it’s assumed we’ll begin to see the integration of the same types of results in Google as you would see in Bing and the Facebook “Like” button.
Part of the idea is you can determine which of those people on your friends list, you may have more in common with that you didn’t already know. It’s really a personal preference at this point in the game, as you need to be signed in to both services to view your friends likes in your search results. It’s going to be an interesting shift in the search game depending on how heavily your friends connections are valued as opposed to the organic listings as they are presently.
Previous long running CEO of Google Eric Schmidt during a conference yesterday had a lot of thoughts to share about the online world.
Facebook for example, had connections to all of the friends you have, have ever had and even the friends you forgot about. They’re almost all there ready for you to find and become reacquainted with. Microsoft has their finger in the business pie so to speak, as that is their strongest market. Amazong Schmidt shared, is seen as the largest “store front” on the internet and Apple makes pretty things.
For all of the merits he bestowed on his comrades in the online world, he was also quick to add that as strong as they are, one of the companies being discussed was out of the expanding loop of the internet. The giant who just seems to be missing the bus is Microsoft, they just don’t seem to be using the same “platforming strategy”, as Schmidt called it, as the rest of the bunch.
The discussion however, was not limited to Microsofts perceived weakness in the current digital age. Schmidt in a rather candid moment declared, “I screwed up.” Of the laundry list of complaints people have had the world over about the search giant and their practices and procedures, the mistake Schmidt was speaking of was missing the boat to the social party. That’s not to say that Google is a one trick pony of course, just that he missed the social boom so to speak.
Schmidt has since passed the CEO reins to Larry Page, who’ve shifted the companies focus towars social with a very focused vision of becoming a serious player.
There are some interesting threads around the web at the moment around the recent global Panda roll out. Some websites are noticing that when the initial introduction came out a while back and they were dropped from the engine, their traffic is starting to return to previous Panda metrics. It would have been frustrating for sure to have to deal with the not knowing if you had in fact been in breach of scraping content, or been penalized for it when you hadn’t done anything wrong. It’s an anxiety which Google could have eliminated with even just a quick little post along the lines of “We’re addressing your concerns in an upcoming roll out, please be patient with us” as opposed to staying quiet.
Anyhow, the global roll out has occured and it looks like for the moment the farmers have been hit with a drought. The initial numbers have started to appear on various communities online and there are some familiar names in the list with some big losses in ranking. And what seems to be a long time coming, ehow.com has received their penance. Long touted as one of the worst offenders for aggregating content, the site was left virtually untouched in the preliminary Panda roll out. It seems however, that what ever loop hole they slipped through the first time, it snagged them on the second pass. Initial reports are showing a drop of over 80% representation in search results for the site. Other sites which were hit hard were live123.com, findarticles.com and associatedcontent.com. No real surprises there.
And just to mention something which is a little of a pet peeve of mine, the over thinking, or sensationalizing of somewhat arbitrary numbers on the internet. It was a thread I had been following for a few days in which the discussion was centered around the idea of what could be considered Google’s biggest threat to their online presence. The top three came back at no real surprise with Bing, Facebook and Google themselves, all being the threats to the giant.
The part of the discussion which really made me question the reading comprehension of the poster, was that because Facebook is most likely going to become public, that automatically makes them the biggest threat to Google full stop. Their resoning was based around an online tool in which they showed that Google had dropped 2.5% in their yearly traffic and Facebook had grown by 15%!! That clearly said to them that Facebook is the winner in the dominance race.
My issue with their reasoning, besides the point they were spouting their opinion as fact, was they never compared the metrics used to reach those percentages. Problem number 1, Google and Facebook are two different online tools. One is social, one is search. Only if and/or when Google becomes more social, or Facebook focuses on search, can comparisons begin to be drawn. Problem number 2, in comparing apples to oranges the numbers will always be skewed, yet that was ignored. Problem number 3, Bing was unfairly ignored in the comparison. Throwing Bing into the mix really tosses a monkey wrench into the comparison, as they experienced a 44%!!! growth from April 2010 to February 2011. In following with comparing apples to oranges, I contend that Bing is actually Facebook’s largest competitor, excluding the fact that they have an online partnership.
Yesterday was an interesting introduction for Wall Street, Larry Page made his first appearance as Google CEO. It wasn’t an unexpected move for him to be in this position, in fact we knew about it months ago, what was a surprise though was how just how the market reacted. The market shunned Google at present, dropping the stock by 5% of it’s value. But what was it that happened?
Page didn’t pull up stakes on the company, he didn’t outline a plan in which everyone will be living in tents in 5 years. What he did do however in his short time at the helm, is to steer the megolith at a very huge target, the social audience. When you think of anything social on the web, it’s near impossible to leave Facebook out of the equation, so is this the first (real) volley of fire in the Google versus Facebook battle?
It’s starting to look like it at least. Page increased overall spending, and hired more employees for Google, and has challenged all of the engi-nerds to “integrate relationships, sharing and identity across our products” A.k.a – lets get social.
On the whole, even though the marketers may be fretting how things look initially for the search giant, on the whole focusing the company in a new direction is a positive move. Change is good in general, and competition feeds innovation. With Larry Page pointing their guns at a specific prize it leads me to the conclusion we’re going to be in for a hell of a ride.
The internet is an amazing place, it has pretty much anything you could possibly want on it. It has examples of every facet of humanity and culture, it will be somewhat a wonder what it’s going to look like in the next 15 years considering the leaps and bounds it has changed in the first 15 of becoming widely accessible.
You can find essentially anything online. Recipes, songs, programs, services, information, the list is inhibited only by your own imagination. But does that make what you find true? A court in Italy has recently decided that just in case it is, Google needs to filter and censor their auto complete data.
A little bit of background is probably in order. Basically someone searched for themselves on Google, and the autocomplete feature offered suggestions such as con man and fraud.
Defamation and slander will always exist in some form or another in the open world. Auto complete within Google searches is a relatively new feature, so when I read of the decision that was upheld in the Court of Milan I somewhat echoed Googles disappointed response.
It’s not up to the search engine service to censor the entirety of the internet, after all the pages which the terms were a part of still exist, are indexed and can be found when you look. This is where brand and image management come into play, if someone messes with your online image, it’s dealt with quickly and efficiently.
Perhaps this is just another strong example for anyone with prospective web ideas. Always go with the option to opt-in as opposed to opt-out. The web is experiencing it’s own version of growing pains, when you’re ready to make your tracks online just be sure you have the search experts on your side.
An advertising metric which has become more and more available for business owners to use has been social search. Facebook, MySpace to a degree, and mobile access to these online communities comprises a network of millions of people; both locally and beyond. Google is by far the king of search online, but Facebook recently has put a twist on the angle of social search. In October of 2004 Facebook applied to patent what was called “curated search” but for all intent and purpose is social search. As of this past February, the patent was granted.
The language of the filing is as such: “Visual tags for search results generated from social network information.”
If that seems somewhat broad and far reaching, you’re not alone. Digging through the information contained within the patent application it’s explained more thoroughly. Here is the definition of search via Facebooks patent application:
“A key metric in evaluating the performance of search engines is relevance of the search results. Search engine developers are always striving to deliver search results that are relevant to the search query being processed. A frequently used technique is analyzing how web pages link to each other. A web page gets a ranking boost based on the number of other web pages that are linked to it. Click-through rates of search results are analyzed in some search engines. The general rule is: the higher the click-through rate, the higher the ranking.”
And their definition of social search is defined as well.
“According to an embodiment of the invention, search results, including sponsored links and algorithmic search results, are generated in response to a query, and are ranked based on the frequency of clicks on the search results by members of social network who are within a predetermined degree of separation from the member who submitted the query.”
The idea is that relevance is dependant partly on the number of clicks your friends give to links, as well as how closely tied you are to your friends. The awarding of the patent likely won’t vastly alter the social search game, it does prove however that Zuckerberg had search in mind the entire time for Facebook; the company was launched in February of 2004, the application made only a few months later in October.
Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”
The internet is running out of IP addresses, Bing is copying Google, Facebook can’t handle your data and locally we’re resisitant to change. The loss of IPs online has been broached in the last few days, and the as the last block allocations are doled out I’m certain that the naysayers will be heralding the end of the world (wide web). At least on some level of course.
Bing copied Google’s search results on a really obscure search term, as Bing cries foul over Google copying some of their display methods. It’s one thing to copy a snippet tool to display where on a page information was located and a change in how images are displayed. It’s an entirely new bag of snakes when you literally build your results based upon the users actions on another search engine. Bing has cried foul as well over being setup in Google’s honeypot action and well, that was the point. Google noticed a trend of Bings top 10 searches bearing much the same results as Googles. A hypothesis was formulated as to why and how this could happen, and a test was executed. It just so happens that the test came back positive, and Bing has been caught red handed sneaking results. Deal with it, learn from it, for Gods sakes admit it and carry on.
And just to switch things to a local, Winnipeg front for a moment. A downtown restaurant, long heralded as an icon in it’s uniqueness, the Paddlewheel Restaurant is to be closed and renovated. In the story I’ve most recently read about the eatery, the vast majority of the comments and content were unhappy with the coming closure, citing their memories of past visits with friends and family as evidence of enduring success. “It doesn’t need to change” and “It shouldn’t change” were the over lording tones of the piece. There was a video accompanying the story, and while it was somewhat saddening to hear about how a visit to the restaurant with their mother and grandmother for a plate of fries and a coke would be gone with the change, change needs to happen. By the way, the aforementioned visit with family, the fries and coke cost 15 cents to purchase. The video was filled entirely with elderly visitors, no doubt the frequenters of the establishment with the exception of one gentleman interviewed whose thoughts were simply “I understand it’s popular among those with a history of coming here”. The idea that change is bad needs to leave the collective thought process of this town, change is anything but bad. Scary, exciting, turbulent and it can even be smooth, safe and uneventful. But it’s never a bad thing. Change is inevitable, it’s when people, places and the environment they exist in cease to change that they wither and die. Take a clue from one of the oldest businesses still in operation today, in order to survive, they need to change.
Facebook has become the most visited site above Google and all others online. It’s not uncommon to find a story about Facebook versus Google/Bing/Yahoo or about how they’ve reached 500 million plus members. Millions upon millions of people communicate, play and flit away hours on the site, and the site is reportedly worth billions.
But at the end of the day, is it really a financially savvy move to advertise on Facebook? In 2009 it was, as the cost for a click was only 27 cents, but for a click through rate of only just over half of 0.1%. And as time goes on you’d expect things to get better, but in 2010 the cost per click actually nearly doubled in cost to 49 cents, and the click through rate dropped. With so many member accounts, it’s hard to believe that the advertising model has such a bleak factual bottom line.
With the benefits of advertising on Facebook being parlayed as being targetted via friends within the site, the numbers display the honest truth. While ads may last longer, and be presented more relevant on your Facebook pages, you’re less likely to use them than if you were to find them else where online. Even banner ads on websites performed better on the bottom line. Oh well, at least there’s Mafia Wars and Farmville right?