Attention Allocation - from Search to Social
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Attention Allocation“Entering the User's Mind: Search Engines, Social
Networks and Recommendations”
Chris Dumke, September 2007, Waterloo - Canada
1. The Attention Economy
Attention Economy
● Search Engines: quantifiable objectives
● Social Networks: spreading through the “Social Graph”
● Recommendations: layering votes
● Portability: Users own their data
www.complexification.netmade with “processing”
Web Growth
Search Growth
Search Traffic
Continued growth of Search Traffic, especially Personal Finance, Car, Travel
Ad Spending/ Query Length
Ad Spending by Medium Increase in Average Query Length
Why Search Marketing?
Continued growth of Internet usage
Most product searches involve search engines
Better ROI for your ad dollar – qualified customers, reach, cost and flexibility
Search is a unified approach for allocating qualified attention: Attention 2.0
Better results through metrics: CPC, CPM, CTR, Conversions, Page Visits, Bounce Rates, Keyword Planning, Targeting etc.
Hard to classify
Natural Web Search
Paid Search
Banners, Lead Generation
Market Intelligence
Web Metrics
Content Optimization
What is Information?
Relativity (left) and Sky and Water I (right) by M.C. Escher
articles, books, cartoons, databases, encyclopedias, files, gestures, holograms, images, journals, knowledge bases, laws, maps, numbers, ontologies, paintings, quizzes, rules, signs, texts, users, variables, web sites
strange loops of circular definitions: data is information is knowledge is information is data
Alexa RankingGlobal Germany
Facebook (DE)
Technorati – Web of People
Source – State of the Blogosphere 2004, Technorati.com
Technorati – Blog Traffic
Source – State of the Blogosphere 2006, Technorati.com
Technorati – Posting Volume
Source – State of the Blogosphere 2004, Technorati.com
Search Traffic
Directory Results: dmoz.org to all search players; Yahoo! to Altavista
Paid Results: Google provides to Ask, Lycos, iwon, Netscape, AOL Search, Hotbot; Yahoo! provides to MSN
Primary Search Results: Google provides to AOL Search, Hotbot, Netscape; Teoma provides to Ask and Lycos; Yahoo! provides to Altavista, Inktomi and alltheweb
Secondary Search Results: Ask provides to iwon, Hotbot
Ask
Personal Technology – Walt Mossberg Review of Ask: http://ptech.wsj.com/archive/ptech-20060330.html
2. Search EngineOptimization
Coverage
Coverage
Google multi-algorithmic (full-text search, metadata, popularity measures)
Index size
Fast
Search Concepts
Organic vs. Paid Search
Indexing
Precision vs. Recall
Phrases, Anti-Phrases, Stopwords
Ranking, Relevance
Keywords, Density, Prominence
Link Popularity, Page Rank
Metatags
Meaning
Search Types
Navigational
Informational
Transactional
Andrei Broder – Senior Engineer at IBM, formerly Alta Vista
Keyword Selection
Example: Cancer.gov ranks high for “cancer” but isn't in the Top 10 for specific results, i.e. “lung cancer”
Google Bombing
The initiator chooses the word(s) to be bombed with.
The initiator chooses the target website.
The initiator creates a link like this: <a href="http://example.com/">keywords</a>
The initiator then places this link on pages indexed by Google, and may get others to do the same
Examples: “failure” for George W. Bush and “liar” for Tony Blair
Semantic Indexing
Apple Powerbook and the Query “laptop”
What to do
A) Get your pages in the search index
B) Choose the right keywords
C) Optimize your content
A) Indexing
Inclusion ratio
Spider traps, Spider paths
Robots.txt directives
Javascript navigation
Dynamic URLs: no more than 2 dynamic parameters, no session Ids, URL mapping
Lynx
Redirects: 301, 302
Slim down pages
Site maps
B) Keyword Planning
Hot vs. cold
Overheated subjects/ meanings
Wordtracker
Yahoo keyword selector
Google sitemaps/ adwords
top/medium/low priority
stages
C) Content Optimization
Search filters: language, country, region
Page factors: link popularity, popularity data, URL length and depth, freshness, page style
Query factors: keyword prominence, density, query intent (n/i/t), contextual relevancy, term rarity (idf), term proximity
Especially work on: title, description, body
Analyze your snippet
Writing style
Links
Altavista, Compaq and IBM have advanced the “Bow-tie theory”
Core pages: Comprising 30% of the web - are the most linked to and linked-from on the web
Origination pages: 24 %, link into the core
Destination pages: 24 %
Disconnected pages: 22 %
Fraud
Cloaking
Doorway pages
Link farms
Keyword stuffing
Example for all: bmw.de
Google Adwords
Vickrey Auction (sealed-bid second price auction)
Integrated
Google Webmaster Tools
Web Analytics
Urchin.js
3. Social Networks
Website Networks
Pre 9/11 U.S. Senate
http://analyticalvisions.blogspot.com/2006/04/senate-voting-patterns-part-2.html
Post 9/11 U.S. Senate
http://analyticalvisions.blogspot.com/2006/04/senate-voting-patterns-part-2.html
Another Harvard Drop-Out
The Ultimate Social Network
30 Million active users
Why Facebook?
Spreading through the Social Graph:
I. News Feed
II. Notifications and Requests
III. Facebook Applications
4. Recommendations
Recommendations
● Blog Roll● Tagging● Voting/ Ranking● Bookmarks
Flickr Tagging
5. Outlook
Pace Layering
Ambient Findability – Peter Morville, O'Reilly Press 2006
Anatomy of the Long Tail
Chris Anderson retracted his estimate that 57% of Amazon's book sales are in the Long Tail. Full Description at -
http://longtail.typepad.com/the_long_tail/2005/08/a_methodology_f.html
Long Tail
Search drives the Long Tail
Folksonomies/ Tags: linkedin, friendster, delicious, flickr, Last.fm
The “Social Graph”
Big Concept: Push vs. Pull
Social Search vs. AI
Yahoo! vs. Google
Last.fm vs. Pandora
Folksonomy vs. brute force
Semantic Search
Classes, Attributes, Parts, Subclasses etc.EconomyNet
Thank You!
Any thoughts – give a shout at:
or on the blog: http://mediaintransition.com/blog