Posted by Marshall Sponder on September 09, 2009 | Link It
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Something caught my eye today – along with the practical implications of it – an article in Search Engine Land on Paid Search without Keywords says machine based learning algorithms can replace keywords for Paid Search Advertising.
…. keywords were used as a proxy for relevance. Conceptually, there is no reason an advertiser couldn’t achieve the same results without having to directly manage a keyword list. Down the road, Google wants to state outcomes and have machine-based learning and algorithms come up with the best method of achieving specific outcomes. In the case of no keyword search, an advertiser (like a retailer) would provide information on products, product descriptions, pricing, etc. and Google would use the information to find the most effective way to place ads in front of potential customers.
In a way, it makes sense – though I wonder, just what the role of a Search Marketer is going to be if they don’t come up with keyword lists anymore?
It’s almost as if Google is saying – just give us the information and we’ll optimize everything for you – sure, if your a retailer, like The Gap, you’ll need to specify all the features of your shirts, pants, bras, belts, etc – and that could be a job, in and of itself – but I’m guessing by that time, Google will just ask for an XML feed with a list of “attributes” against a set of “products” or “services” and that’s it – your done – no keyword list – Google will do it all for you.
My feeling, gut wise, this will happen, in about 18 months to 2 years – as a trial, and within 5 years – keyword lists will be entirely eliminated. According to the article on Paid Search without Keywords
….. there are several advantages of no keyword term search such as …
Efficiency for advertisers—there would be no keyword research component to a PPC advertising campaign.
There could be better connections between searchers and advertisers on natural language queries.
It would allow advertisers to better connect with consumers and capitalize on all relevant advertising opportunities.
These are obviously initial ideas and now Google needs to figure how to make no-keyword search work. According to Nick Fox, it will be some time before Google shares specific product details. Sharing the concepts with the advertising community at this stage doubles as a feedback mechanism and a trial balloon: if too many people hate it, Google can modify its approach. We sure look forward to hearing more on this.
Taking a forward looking view, maybe getting rid of “keywords” is good idea – as people often use the same terms to mean different things – even in subtle ways – and let’s face it, people usually don’t say what they actually mean, nor do they write what they actually mean, either, for a variety of reasons.
…. In English, months of the year are treated as containers. People say “in January” or “in February.” Other languages treat months as surfaces. For example, “on January” or “on February.”
Considering that many people’s native language is not English, the brain structure may well have adapted some what differently – overlaying different languages, as we learn them, doesn’t necessarily make the same exact mappings – and everyone has their own way of processing information. When you add all of that together – it’s no wonder the list of keywords for a typical campaign is getting bigger and bigger – and harder to manage – more people are using search – and the ability of keywords to describe intent is actually diminishing (Search Engine Land cites “increased Searcher Sophistication” – but as things move faster and faster, with more people searching and exchanging information, the number of words needed to map concepts to objects is multiplying faster than our ability to describe what we mean - which we don’t know, half the time).
… Increased searcher sophistication. In his keynote, Nick provided an example related to cashmere sweaters that demonstrated this point well. He stated in 2007, people searched for cashmere sweaters 47 different ways. In 2008, people searched for the same keyword phrase 73 different ways. It’s becoming a headache for advertisers to anticipate and react to so many different queries. Should advertiser prowess be measured based on mind-boggling attention to long query keyword detail?
Another point, that wasn’t brought up in Search Engine Land – is Keyword Search is already almost useless for Social Media – no keyword tool that currently exists for Search Engine Optimization or Marketing is of much help for doing Social Media Research. Why? Social Media is about conversations, not keywords – often the words around a key-phrase are as important, or more important, than the key-phrase, itself. I wrote a post about it a while back where I postulated that ….
Keyword Research Tools like WordTracker and GoogleAdWords Keyword Research Tools (there are a couple, now), along with all the rest out there, are unsuitable for Social Media Research because they don’t capture conversations.
Existing Keyword Research Tools are built in order to find the most searched for or niche phrases in order to drive visits to a site; Social Media is not about visits to your site, it’s about Conversations and Relationships which may result in visits to your site, or may not – but do provide value, and may lead to conversions, but not necessarily right away.
I used Radian6, I think in a rather crude way, to show that using a keyword list generated to find information in a search engine isn’t going to help me find influencers - the purpose of the current crop of keyword tools was more to identify objects – or to sell things.
In bringing up the limitations of keyword research for Social Media, the same machine based learning algorithms that can replace keywords for Paid Search Advertising can also do it for Social Media, and, in fact, are doing so right now, to some extent, with Crimson Hexagon.
The recent Disney-Marvel merger, written about by Mashable brings up the variety of “opinions” that people have about the merger, highlighted by Crimson Hexagon’s Opinion Monitor, a very select service Crimson Hexagon offers. According to the Mashable post ….
.. The Twitter analysis was drawn from a sample size of over 14,500 tweets, and was able to go beyond the high level summary to break down exactly what Twitterers were saying — positive or negative — about the deal. Bottom line, you were conflicted about how much creative control Disney would have over Marvel characters and story lines.
Since I’ve been consulting at Porter Novelli recently, I’ve had a chance to speak with Melyssa Plunkett Gomez at Crimson Hexagon last week – and found out the details how how their machine learning algorithms bypass traditional search. Melyssa pointed out there are three patents to Crimson Hexagon, a company that emerged from a Harvard Think Tank. While I love Radian6 and Alterian/Techrigy/SM2, they, and most of the rest of the Social Media listening platforms are still working based on keywords – though I’ve had conversations with Marcel Lebrun about moving past that with Radian6.
1. The first Algorithm, patented, is able to determine the main meanings in a large amount of unstructured information (ie: that pie chart, above) with a 3% error rate.
2. The second Algorithm, patented, is able to match the unstructured content with the pie chart with a 20%-25% error rate.
3. The third Algorithm, patented, is for ranking of the content for relevance.
But… get this, Crimson Hexagon doesn’t use Keywords. That’s right. I don’t think Crimson Hexagon is “keyword blind” …. it does consider keywords – but it’s not the basis of that pie chart, above, and there’s a few white papers on the concepts behind how they do it on their site.
So, to sum up this post – Keyword Search for Paid Advertising may be an endangered species in a few years, and while the methods Google uses to figure out what you want and serve it to you may not be the exact same one’s that Crimson Hexagon uses to figure out what people mean …. “the Keyword Phrase” the basis of SEO and SEM ….. is fading.
I’m still refining my thinking on this subject, it continues to evolve – and I’ll have more to say about Crimson Hexagon once I work directly with the Opinion Monitors – hopefully, in a few months.
.. And I only intented to write a short post … and here I go again, two hours later – I can’t help these “insights” … they just “flow into me” and once I see the connections – I need to go with it – and write down what see (I’m still an artist, after all – I see and think in “patterns”).
Posted by Marshall Sponder on May 05, 2009 | Link It
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I’m not attending Emertrics Summit this time, now taking place in San Jose, but I heard the news about Omniture Site Catalyst reporting Organic Rankings
(based on recent Google changes allowing this information to be passed as part of the referral URL that can now be read by Analytics
vendors); this now directly links SEO and Web Analytics, and most of the remaining Analytics vendors will soon follow suit.
But then, another bit of news (on iPhone, no capacity to provide links) that SEO and Social Media are also, linked and you can’t do effective Search Optimization without combining Podcasts, Online Videos (thanks to Google Universal Search), blogs, RSS Feeds, Social Networks in addition to page optmization and linking.
Now that SEO, Web Analytics and Social Media are so interconnected, it becomes almost obvious what the next steps are for many organizations – these functions need to be rolled up, together into a Strategy Group.
For the most part, SEO, Web Analytics and Social Media/Social networks, need to be considered in relation to one another, Search Engines want this, Analytics wants this and Social Media needs this, as well.
Of course, it’s the Analyst / Stratagist that truly links these three areas of marketing and communication together.
Bye the way, I’m on my way over to Omniture Cafe, here in New York, tonight. Maybe I’ll hear more about their new Search Reporting Solutions, mentioned above,and live blog
from the dinner gathering.
Posted by Marshall Sponder on March 24, 2009 | Link It
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I’m attending Search Engine Strategies today at the New York Hilton and if your also going to be there – drop me a line @webmetricsguru on twitter – let’s try to meet up.
Anyway, here’s the sessions I’m planning on attending:
9:00am-10:00am
Conference Welcome & Opening Keynote Twitter As A Tool For Social Media
Some people are complaining about Guy Kawasaki because he has others using his Twitter account – see Dave Fleet’s post on Guy Kawasaki Discloses Ghost Writers, Defuses Issue – and I am curious (yellow) to know if he’s going to talk about it at the keynote. Personally, I don’t think it’s that much of a problem for me, but it depends on who it is – if my doctor used twitter and I got guidance about my health, but it turned out the doctor let someone else use his or her twitter handle, that would bother me. But Guy Kawasaki lending out his handle? I could not care one bit less than I do – since I never follow him, anyway.
Attendees may choose to attend one of the five sessions offered during this time.
Search & the Fundamentals Track First Timer’s Guide to SES and SEM
If this is your first Search Engine Strategies conference, you won’t want to miss this illuminating introductory session. Two long time SES faculty members will walk you through the week and help you to understand the various offerings and events. They will present a short overview of the Introduction to SEM session that will be held immediately following and they will explain the differences in the various session levels. They will also cover the logistics, networking opportunities and special event details, thoroughly preparing you for your whirlwind week. Also discussed will be the glossary of the terms and phrases that are frequently used at SES events that will be included in the SES magazine. Don’t miss it!
Introduction by: Pauline Ores, SES Advisory Board, Senior Marketing Manager, Social Media Engagement, IBM Corporation
Search and the Fear Economy Track Searching for a Solution: The Impact of Today’s Economy on the Search Landscape
The U.S. economy is in the midst of a recession, consumer spending is declining, and not even the brightest economic minds can pinpoint when things will begin to get better. Like most other industries, online search marketing has undoubtedly been impacted by the current economic environment.
Join comScore for a presentation of the current state of the U.S. online economy, with a particular focus on the search landscape. How is today’s economy impacting consumers’ online behavior? How is consumers’ use of search and comparison shopping sites changing in today’s economic climate? The presentation will include an in-depth analysis of consumers’ online behavior as well as insights from recent comScore research, helping search marketers gain a better understanding of what they can do to maximize their business during these challenging times.
Introduction by: Andrew Goodman, SES Advisory Board, Principal, Page Zero Media
Search & the C-Level Executive Track Entrepreneurs and C-Suite Executives: A Fast-Track to Search Marketing Fluency
With search marketing gobbling almost half of all online marketing dollars, it is imperative for all entrepreneurs and or C-Suite management to be fluent in search. This fast-paced session is designed to give you a jump start. It will rip through the alphabet soup of search — the PPC, SEO, SEM, CMS acronyms — to delve into why and how you can manage search strategically, how to align search to meet strategic organizational/marketing goals, budget for this effort, find the KPIs that fit your organization and break down the barriers to success in the organization. Whether you choose to attend the other strategic sessions in this track or this week’s optimization and best practices sessions, this is a must-attend session that will provide a framework for getting the most out of this conference.
Introduction by: Bryan Eisenberg, SES Advisory Board, Co-Founder, Future Now, Inc.
Search and Measurement Track Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources.
This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
Moderator: Jeff Ferguson, SES Advisory Board, Director of Online Marketing, Napster
Speakers: Cindy Krum, Founder and CEO, Rank-Mobile Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink Seth Besmertnik, CEO & Co-Founder, Conductor, Inc. Ray “Catfish” Comstock, Senior Search Strategist, BusinessOnLine
Search and the Future Track SEO: Where to Next?
Certain industry pundits have been heard to say that SEO is dead. And others say it’s alive, well and kicking. Forums, blogs and newsletters on the subject abound. And there’s no doubt that you can get some really up to date and on-the nail information. But there’s also the BS element. So how do you tell what the good stuff is and what the guff stuff is?
Join our panel of search community leaders. They were some of the first authoritative voices out there and continue to be so. They have been monitoring the flow of conversation in the SEO world for up to ten years now. They have heard opinions on everything from Black hat/White hat SEO, dynamic delivery, Flash, Google index updates, universal search… And everything else that goes with it.
Moderator: Mike Grehan, SES Advisory Board, Global KDM Officer, Acronym Media
Speakers: Marcus Tandler, CEO, Creativity in Action Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy Chris Boggs, Director, SEO, Rosetta Jill Whalen, CEO, High Rankings Duane Forrester, Senior Program Manager – SEO, Live Search, Microsoft
I just had dinner with Bill Hunt tonight at the Charity Event that took place Monday evening in lower Manhattan, also saw Chris Boggs there. While I’ve heard a lot about where Search is going, on my own, I’m curious to to see what they’re going to come up with. While the Search and Measurement track taking place at the same time is interesting – and I might end up going to it, I’m guessing that what I’ll hear won’t be new.
I’ll also be attending Sara Holoubek’s session
Search and the Fear Economy Track Survival of the Fittest 2.0
Hard times are here but you can flourish. You may not have been in the trenches the first time around when the likes of Boo.com, eyeballs, and the Pets.com sock puppet ruled the mind space of online marketers. In this session veterans of that first downturn in online marketing will talk about the strategies that helped them survive those difficult times and show how they intend to survive again. Don’t miss this session; you’ll take away key strategies to ensure you are one of the lucky ones who flourish in this current round of turbulent times.
Moderator: Sara Holoubek, Consultant, Columnist and SEMPO Board of Directors,
Speakers: Bryan Eisenberg, SES Advisory Board, Co-Founder, Future Now, Inc. Jason Ciment, CoFounder, LaDezign.com Bob Myhal, President, MuscleMaster
Maybe it’s the chance to win an Amazon Kindle2 that is getting me to want to attend … the Chitika Workshop on SearchAppalooza.
Search & the Fundamentals Track Chitika Workshop: SearchAppalooza – Kick-Ass Apps Contest & Talking Search Beyond Google
This is your exclusive opportunity to attend, and join-in on this heated face-off of the biggest movers and shakers in search–come talk tech with the innovators and industry execs who are leading search marketing into new terrains beyond THE search engine. Five of today’s most outside-the-box-thinking/market-defining innovators (reviewed and pre-selected by our experts) will present their respective “kick-ass search apps” to the SearchAppalooza expert panel—including thought-leaders from Yahoo! and Microsoft, MediaContacts, Jennifer Slegg (“JenSense”), and the workshop audience (you), for critical review and feedback. Think of it this way- American Idol for developers.
It’s survival of the slickest-apps—we invite you all to join Chitika and our panel experts to delve out ruthless, zany, stomp-on-the-box critique, all in the name of search beyond Google. All SearchAppalooza workshop attendees will be entered to win an Amazon Kindle2.
In the spirit of search re-targeting, this session will also host Chitika’s near-legendary, Third-Annual “Cookie Eating Contest”. All attendees are invited to participate and cookie themselves to new extremes; the winner will receive HP Mini Netbook and publicity. Check SearchAppalooza updates at chitika.com/searchappalooza, or follow on twitter: sesnycchitika. Don’t forget to stop by Chitika’s SES booth #230 and meet “Hooty” the six foot owl.
Chitika | SearchAppalooza ’09 Expert Panel: Jennifer Slegg, Owner, JenSense.com Larry Cornett, VP, Consumer Products, Yahoo! Search Rob Griffin, SVP, Group Director of Search & Analytics, Media Contacts Boston Stacey Helman, Agency Development Executive, Microsoft Venkat Kolluri, CEO, Chitika
And the panel on Universal Search is the most interesting to me in the following session because so many things have been influenced by Universal Search
Search and the Future Track Universal and Blended Search: An Update
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. Before you attend this week’s optimization and best practices sessions, learn from industry gurus how the steps that follow the search are developing. Our ongoing series on universal search will include research data available only at SES.
Moderator: Kevin M. Ryan, SES Advisory Board Chair, CMO, WebVisible, Inc.
Speakers: Olivier Lemaignen, Group Manager, Global Search Marketing, Intuit Larry Cornett, VP, Consumer Products, Yahoo! Search Todd Schwartz, Group Product Manager, Live Search, Microsoft Corporation Vic Drabicky, Director of International & Market Development, Range Online Media Keith Hogan, Vice President, Search Technology, Ask.com
While I am interesting in Video Optimization for Search, I’m opting to focus on Mobile Marketing, instead, reasoning that most of what I heard in San Jose last summer in the Video Optimization session I attended will be identical to what I’d hear today:
Search & the Fundamentals Track Getting Mobilized! Mobile Marketing Strategies
Learn basic mobile marketing strategies that are attracting mobile traffic today. This session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging and mobile email. You will learn what you need to know to develop, launch and track an integrated mobile marketing strategy.
This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what mobile marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major SEO mistakes that are being made by some of the top mobile marketing agencies.
Attendees will walk away with a clear understanding of basic mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.
Solo Presentation by: Cindy Krum, Founder and CEO, Rank-Mobile
That pretty much wraps up the session for today I’ll attend and post on, from my iPhone, so there will be some spelling errors, etc.
I’ll also be around for a few events here in the evening
Reception – 5:30pm-6:30pm Networking Cocktail Reception sponsored by OnDialog
OnDialog has teamed with SiteTuners to introduce the ability to create and then instantly begin SiteTuners powered, multivariate testing on landing pages and microsites. Using OnDialog’s template-driven creation process, dynamic landing pages are automatically instrumented as they are being built. This breakthrough offering greatly simplifies the process of preparing for testing and makes it very easy for any marketer to immediately launch into testing once a page is constructed. Location: Expo Hall
Networking Party – 6:15pm SEMPO Event
Join SEMPO for post-session networking. Location: Sutton South
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