Tomorrow I’ll be moderating a panel at OMMA Hollywood. Here’s the session overview:
Content Owners: Using On-Site Search to Drive Revenue (OMMA Search) Location: Studio A, Mezzanine Level (2nd Floor)
There are a number of ways to use insights from search activity on your site to drive revenue. We’ll discuss how seeing what people are looking for can inform your site architecture, content layout and product selection decision. We’ll also share best practices for submitting your on-site search results to the search engines so you can have more pages included in their indices. Finally, we’ll cover practical tips for mining on-site search data to improve paid search campaign performance.
Moderator Aaron Goldman, Consultant, Resolution Media
Panelists Karen Brophy, VP, Product Management, Tribune.com Jeremy Barnes, Manager, Digital Strategy, Acquity Group Christopher Knoch, Principal SEM Consultant, Omniture Esmee Williams, VP of Brand Marketing, AllRecipes
To be clear, when we refer to on-site search, we’re talking about search engines on a publisher’s site, not mass search engines like Google and Yahoo that drive traffic to content sites. It gets confusing because both Google and Yahoo have tools available for content publishers to easily add a search box onto their sites so we’re not disregarding them altogether in this discussion.
This topic is quite timely for me as I recently installed Google custom search engines on all of my blogs. See that pretty box up there on the top of the right rail? Fancy, aye? And, best of all, it's free!
An interesting stat I came across in prepping for this panel is that SLI Systems Research showed that 87% of retailers are currently using onsite search. This should come as no surprise. But onsite search is not just for retailers. Any and all content publishers can take advantage of onsite search to help their audience access their content and, ultimately, drive profit. I look forward to tomorrow’s discussion as we flesh out just how this can be done. If you’re at OMMA, definitely come by and show some love.
Here's the quick and dirty: I've been in the digital marketing and media space for over ten years, which is like sixty dog years in traditional media. I've served time on the agency, media, and technology side of the table, working with marketers ranging from global Fortune 500 brands to local start-ups.
Over the years I've run the gamut of digital marketing -- display, search, video, email, co-reg, affiliate, sponsorships, etc. Through it all, the one thing I've learned is that the only constant in this space is change. And the key to winning is not only knowing which way the wind is blowing but when the tide has reached its peak.
About This Blog
Welcome to the official Aaron Goldman blog -- sorry, gotta talk about myself in 3rd person for SEO purposes.
Somehow having 15 blogs and contributing to 3 others wasn't enough. Maybe it's the Type-F in me. So I decided to create one more.
Why? Well, despite having plenty of online real-estate to share my POV, I found myself without a forum to comment on general trends in digital marketing and media. All of the other blogs I post on are specific to a niche in the marketplace -- search, URLs, etc.
On this blog, I'll opine on the sea change being brought about by the shift in media from analog to digital, push to pull, broadcast to narrowcast, one-way to two-way, etc. And I'll touch on all the various marketing opportunities that are coming to bear in pursuit of the blue oceans ahead.
Note: I've recently begun using images to poignantly punctuate my posts. Wherever possible, I provide attribution for images that are not my own. If I've used one of your images and you feel that I'm infringing on your copyright, please contact me and I'll remove it promptly.
Update: effective September 3, 2010, this blog is no longer active. Please see this post for more information and join the conversation at the Googley Lessons blog.