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