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Posted on April 1, 2009
The Relationship Between Social Media and Search
BY JASON CORMIER
Kudos to Peter Hershberg regarding his insight on what social media means to search, along with his explanation on the three evolutionary waves of search.
It seems not that long ago (middle of this decade), I was writing quite a bit about how relevant search results had evolved through Google's PageRank concept - what Peter refers to as Search 2.0.
And now here we are talking about Search 3.0 - relevance based on personal networks and the filtering of data through online social graphs, ultimately strengthened as more people connect with each other via the web.
When you consider the technology (RSS) supporting the distribution of information or updates within online social networks like Facebook and Twitter - I think we actually began seeing the infancy of Search 3.0 nearly two years ago through Google's Universal Search algorithm update (see basics of how Google's indexing changed in image below).
Another glimpse of Search 3.0 could be recognized with Stanford's 2008 Study on (Delicious) social bookmarking. Three highlights from the study included the following:
- 25% of posts through Deicious are pages that have yet to be indexed by search engines.
- 35% of URLs submitted are first-time submissions (roughly 120,00 URLs submitted per day).
- Tags are considered 93% relative to associated content.
What does it all mean? People, not search engines, are assigning relevance to content. Whether they know it or not, it's their keywords, their descriptions and their opinions that are making the impact.
Now consider how your opinion is shaped to people you are actually connected (networked) to online. Granted, some connections are stronger than others (Peter refers to three kinds of online connections in his Ad Age post) - but all are still highly relevant because they are ultimately chosen by you.
Bottom line: Marketing and PR folks need to get what this is about - and if you are a "social media expert", then you really need to be on it.
Posted on August 4, 2008
3 Reasons Google's Ad Planner Can't Compete With Nielsen/ComScore
BY WENDY RICCI
Rumors of Google's free media planner have been buzzing around the interactive community for at least a year. When Google announced the beta version, I immediately signed up to be a beta tester for the product. My initial reaction? It can't compete with Nielsen's @plan or ComScore's Media Metrix. At least not yet.
Most interactive media planners would agree that having a free planning tool would benefit our industry tremendously. Google has already released updates for Ad Planner, so I have hope that they will continue to improve the product to compete with larger, subscription-based tools. Until then, below are three reasons Ad Planner will not put Nielsen or ComScore out of business any time soon.
Why Google Ad Planner Can't Compete
1. Target audience definition is limited.
Media planners love to define niche audiences for their targeted marketing messages. These target definitions usually contain a mix of both demographic and psychographic qualities (such as age and specific purchasing behavior/interests).
Currently, Google's Ad Planner only allows you to define a target based on a very limited number of demographics. Both @plan and Media Metrix allow planners to mix and match hundreds of characteristics to create a targeted audience, and thus a more targeted list of sites.
2. Sites can only be filtered by inclusion in Google's content network.
When I am planning an online campaign for a client, I am only interested in reviewing sites that accept advertising. Ad planner does not have a good way to filter these sites out of the master list. The current filter does allow you to exclude sites that are not included in their content network, but this filter gets rid of sites that may be a good fit for sponsorship or banner ad placement.
@plan and Media Metrix offer filters that show any site that accepts advertising, whether or not they are included in a specific network. This type of filter is more ideal than sifting through hundreds of site names to determine which ones accept advertising.
3. Site metrics are not target specific.
With the exception of Comp Index, all of the site metrics shown are based on total traffic, not the specific target audience defined in Ad Planner. While Comp Index gives planners a general comparison of which sites have a higher composition of the defined target, I am more interested in the actual percentage of site visitors that meet the target audience I defined.
@plan and Media Metrix both provide these target specific numbers, such as composition. Hopefully by now you get my drift. These two tools provide a more detailed analysis of which sites are best for a specific target audience.
Despite being somewhat disappointed by the initial beta of Google Ad Planner, the tool does provide an easy way for any online marketers to compare traffic for multiple sites. Hopefully, with enough feedback, Google will turn Ad Planner into a more competitive interactive planning tool.
Posted on December 3, 2007
Google Visibility Tools via GoDaddy
BY JASON CORMIER
One of our clients, Strategic Media, forwarded an interesting email they received from GoDaddy over the weekend announcing access to Google's Webmaster Tools. If you are a GoDaddy hosting customer, you can now access Google's Webmaster Tools through your account control panel.
Why is this valuable? In a nutshell, using Google's Webmaster Tools is a basic but important part of optimizing your website for high search visibility. Not only do you gain insight to how Google crawls your pages, but also how search queries are driving traffic.
All of our Seach Visibility clients have a Google Webmaster account we access through a central location. Giving hosting customers a direct way to do this through an area where they already administer email, stats and other functions was a smart move by GoDaddy.
Posted on May 21, 2007
Digital Ad Serving Acquisitions are Hot - What's Next?
BY JAMES CLARK
This has been a month of major M&A activity in the digital advertising sector.
Laurie Petersen of MediaPost has a nice recap on her blog post - looking at WPP Group, Google and Microsoft all making huge multi-million/billion dollar acquisitions.
Microsoft's purchase of aQuantive is most interesting to us, as Avenue A comes with that package. This is in our mind is a great strategy, as Avenue A|Razorfish provides the expertise to clients seeking to use the actual medium.
Posted on May 17, 2007
Google gives Firefox no Love.
BY STEPAN MAZUROV
Seems like google forgot to update the firefox start page when they rolled out new top navigation bar. Old start page looked like this:
Now it looks like this:
Not sure if their idea was to go even simpler than it was before, but I'm definately missing the ability to go to image search as well and having a quick link for Addons and Themes.
