1
Steve R Gibson
Bright and Shiny
Objects
A Little about me
• Starting doing search in 2001 – About 60 miles north of here for a law firm
located in a town called Bountiful.
• Built, managed or rebuilt over 1000 accounts for about 75 different
companies / brands.
• Faked a Super Bowl ad when I worked at Mazda (twice).
• Currently work with Initiative on Hyundai, Kia, Best Western, many others.
2
Topics3
• What makes something Bright
and Shiny?
• One Bright and Shiny Idea.
• How we can make Search
more Bright and Shiny.
What?4
What makes Something Bright and Shiny?
Depends on who you ask.
Bright and Shiny to Client or Boss5
• It’s New!
• It’s a secret.
• No one else is doing it.
• Everyone is doing it.
• The competition is doing it.
• I read about it on MediaPost and think we
should be doing it.
Bright and Shiny to Search Marketers6
• It’s New!
• No one else is doing it.
• No one else is doing it RIGHT!
• The competition is doing it.
• Its less expensive / more effective than what
we are doing now.
(Few others are doing it)
(Consistently doing it)
There are so many7
• Yahoo Gemini, Stream Ads
• Social and Search Fusion
• Sensors
• Biometrics
• Hyper Local
• True data integration
• Retargeting, Remarketing
• Programmatic
Voice Search
I am going to talk about a big one I see for 2015
Hey, Hi, Hello, Ok8
Voice Search is here and it changes
the landscape.
It changes the way a person
conducts a search.
It spans across devices.
A few of the Brightest and Shiniest
• Siri
• Google (Moto & Glass)
• Amazon Fire, Echo
• Microsoft Band, Xbox
Hey, Hi, Hello, Ok9
In 2015, everyone will be talking to their wrist
Hey, Hi, Hello, Ok10
Search has generally been a
REQUEST
Voice Search makes it more of a
COMMAND
And will eventually turn it into a
CONVERSATION
Hey, Hi, Hello, Ok11
Questions and Concerns
for Search Marketers
or
Things to think about
Hey, Hi, Hello, Ok12
Does the thought process change when
speaking a search term?
I really want
some
baconYou think differently when you type
compared to when you speak.
Hey, Hi, Hello, Ok13
What new terms do we exact match too?
“Find”
“Near Me”
“Nearest”“Closest”
“Look For”
“Where is”“Show Me”
“Go To”
Hey, Hi, Hello, Ok14
What about phrases that are very close?
“I have a MATH problem”
“I have a METH problem”
Hey, Hi, Hello, Ok15
Where does the search results data come from?
• Paid results?
• Device dependent?
• Locality?
How much do
these companies
know about you?
How will that
effect the results?
Hey, Hi, Hello, OK16
Other questions
• Is there a number two spot?
• Search without a SERP.
• Will we be able to identify voice searches?
• What other factors can we use to target?
• History
• Last geo position
• Velocity, Direction
• Heart rate
How will you use Voice Search in 2015?
Making Search Bright and Shiny17
Things that make Search
Bright and Shiny
Search is not18
1 Percent19
I Search20
Connection and Discovery21
22 Making Search Bright and Shiny
Merchandise yourself… your team, your profession.
• Expand – YouTube, LinkedIn, eBay, Amazon.
• Create POV’s.
• Build Infographics.
• Create Case Studies.
• Inform your client of new developments, changes,
updates, etc..
23 Thank You
#skyabove
Steve R GibsonLinkedIn Group
Top Related