Google and the changing face of social media当搜索引擎邂逅社会化—谷歌新作Search Plus Your World

(This material was recently presented at the Marketing Association‘s Certificate of Direct Marketing course)

It’s a special year for search and social: they’re getting married. 

Well, maybe that’s not true. Maybe they’ve been shacked up for a while, but search engine optimisation and social media have never been so closely intertwined.

But first, some background.

Beginnings of the SEO industry

In the beginning, there was search. It’s easy to forget now how revolutionary it was to be able to search for – and usually find – any information we wanted.

However, it was possible to game the system to get your website ranked higher. This led to the SEO industry being born, and marketers were forced to trust SEO practitioners with a very important part of their brand – their online presence and visibility.

Database of Intentions

What search gave marketers was what John Batelle calls the “database of intentions” – previously marketers could only learn from responses to communications, or surveys. Now we could see what people were going to do in the future.

Batelle has a great summary of “database of intentions”, and how it has evolved over time. 

John Batelle's

As you can see, what began with search evolved into social, and a fuller, richer picture of the customer emerged.

That’s great for business, but what about the consumers? Are they able to find what they need?

Give them what they need

That’s one of Google’s top priorities, so Google has been in an arms race with “black hat” SEO operators who try to game the system.

Arguably, Google is getting closer to its goal of simply delivering you, the user, what you’re looking for. And for content developers, that should also be simpler – no extra tricks or hacks required.

Google’s recent development called “Search Plus Your World” just made social a lot more important. This post explains the details, but in a nutshell, when you search, you’ll see:

  • Public results (the type you’d see anyway)
  • Private results (things from your own Google+ or Picasa accounts, or items that have been privately shared with you)
  • Personalised results based on your search history
  • Social results from Google+ – and only Google+

(There’s some controversy over this. Google says it can’t bring in results from Facebook or Twitter, but engineers from those companies are crying foul)

What does this mean? 

  • Google+ is really important for getting seen in search results
  • It’s harder to reach total strangers; instead, personal/social connections will play a much bigger role
  • If in doubt, create content that a) tells a good story, b) gives people a reason to pass it on and share with others

Search Plus Your World is only available in some countries (not including New Zealand). If you’ve had a chance to use it, what’s your feedback? If you’re in the SEO business, what’s your view on the future of the SEO industry?

 

 

今年是社会化媒体领域特殊的一年:搜索引擎和社交网络终结连理。从来没有像今天一样,搜索引擎优化(search engine optimisation)和社会化媒体联系的这么紧密。 

先来看一下背景知识吧。

 

搜索引擎优化(SEO)的开端

 

最初,搜索是我们上网最常用的功能之一。也许我们都已经忘记当初搜索引擎是如此具有革命性的产品,可以帮助我们找到任何想要知道的信息。

但是,面对海量的信息,如何让用户在搜索时第一时间找到你的企业的信息呢?于是,SEO行业诞生了,市场人员“被迫”加入到搜索引擎最优化的战争中,从而使自己的品牌信息高效的被用户看到。

 

人类意图资料库(Database of Intentions)

 

以往市场营销人员仅仅通过与人交谈,寻找客户做调查得到反馈信息,随着John Batelle人类意图资料库的概念的提出,我们可以分析人们对于未来的需求。

下图是Batelle总结的“人类意图资料库”和其进化过程。

John Batelle's

由此可以看出,人类是如何从“探索阶段”“认知阶段”“交互阶段”进化到“我在做什么”“我在哪里”的过程。搜索过程也随之与社会化结合在一起。企业抓住人类的特点,开发出相应的产品,那么,对于消费者来说,他们发现他们的所需了吗?

 

满足客户所求所需

 

“满足客户的需求”一直是谷歌崇尚的最高的目标,这也是将搜索引擎优化存在的原因。

谷歌确实在一步步的实现这个目标,当你查找一项信息时,通常在前几页就可以找到你先要的资源。对于内容开发者来说,搜索引擎优化的存在也为他们提供了工作指导:弄虚作假是行不通的。

谷歌最近开发的”Search Plus Your World”将搜索引擎完全社会化(具体参见http://www.youtube.com/watch?v=8Z9TTBxarbs),通过使用Google搜索时你会发现:

  • 公开搜索结果(通常搜索所得结果)
  • 私人搜索结果(用户在Google+和Picasa账号上所分享的信息,或是他人单独与你分享的内容)
  • 个性化的搜索结果(基于用户历史搜索结果)
  • 仅仅来自Google+的搜索结果

这意味着什么呢? 

  • Google+ 即将成为搜索结果的来源。
  • 用户在社交网络的动态将左右搜索结果。
  • 用户需要讲述好的故事,发表值得分享的故事。

Search Plus Your World现在只在一些国家进行测试,如果你有机会参与内测,你的反馈是什么呢?如果你是做搜索引擎优化的企业,你觉得该行业的未来会有什么改变呢?

 

 

Leave a Reply

Call us on +64 9 950 6721

Email engage@syengage.com

Level 31, Vero Centre, 48 Shortland Street, Auckland 1010, New Zealand

Level 5, Bldg 8, 153 Jumen Road, Shanghai 200023, China

联系我们

地址: Level 3, 187 Queen Street, Auckland
邮寄地址:PO Box 942, Shortland Street,
Auckland 1140, New Zealand
电话: +64 9 950 6721
邮箱地址: engage@syengage.com

订阅信息

Subscribe to our mailing list

View previous campaigns.