My assignment, should I choose to accept it, was to attend PubCon2010 in Las Vegas, Nevada. My task was to return back to Razorfish Search with critical information on where the search industry is heading over the next year.
So let’s back up a minute. You may ask, “Why is this ‘search’ conference called ‘PubCon?’ Are you sure this isn’t some secret bar hopping fest?” Well, no, not exactly. The very first PubCon happened in 2000 originally hosted by WebMaster World (a place where webmasters can talk about critical issues related to both the structure of their website and all things search including both Paid and SEO). As it turned out, most of this knowledge was never fully released during the conferences themselves, but instead at the pubs. Yes, us nerds *ahem* those highly involved with web development and marketing were drinking together and sharing ideas about the future of the industry. From there, PubCon was born.
PubCon is now one of the largest annual search events in the world. This year, the panel sessions focused on SEO & Social Media topics including tips for online brand management, the personalization and localization of search, marketing on Facebook and the future of HTML 5. So…where is the future of search taking us? Razorfish Search took a look inside and investigated some of the most talked about topics of the conference.
The future of the Internet – Featuring HTML5 and Microformats
Although HTML5 is still considered to be in a “screenwriting” phase, it’s important that those involved in any phase of website development are fully aware of its future impact. Developers, browsers and search engines will all benefit from the simplicity of HTML5. Error handling and common script functions will be standardized across all browsers. In fact, IE9 is already compatible with multiple HTML5 tags. Some of the new tags and their descriptions include:
<canvas>: Updates graphics based on user input
<header>: Multiple headings are allowed on one page
<section>: Content placed here does not change often
<article>: Separates publications and reduces the use of the <div> tag
<nav>: Flags a collection of links
Another heavily discussed topic amongst webmasters at PubCon was the importance of microformats. On November 5th, Google announced they are now accepting product microformats. This means that retailers can now submit additional product information directly to Google, including name, image, description, brand, category and review ratings. As a result, retail information can be highlighted within natural search results. Search engines will most likely continue to integrate microformats within search results so it’s important to understand how they can be used to further enhance organic results.
Social Media: Use Social to stand out, but Search to build brand loyalty
It was impossible to ignore social media chatter at PubCon this year. Everyone wanted one very important question answered, “How does social media affect search, and what do I need to know so that I can be proactive instead of reactive?”
Understand that being the most “popular” (by having the most followers and fans) is a great thing, but more importantly it also can assist you with reputation management.
The Internet and social media has transformed brand messaging over the past 15 years. Consumers now have the ability to control a brand’s message by utilizing social media networks and influencing search results. It’s crucial to remember that followers and fans are people, not just numbers. Continue to humanize your brand, respond to issues, thank customers for caring and be transparent.
People search using multiple devices.
People engage with your company and brand through the use of multiple devices, not just one. It’s important to embrace all forms of social media and to extend your programs and communications to all platforms.
Everything you openly tweet about will be indexed by Google.
Twitter assigns a unique URL for every tweet which can be easily indexed by Google. All messages sent through Twitter should be closely monitored especially due to the inability to technically remove a tweet from search results once it is indexed by Google.
Forums can be unsexy, but also bring you highly targeted traffic.
Although forums can be an eyesore for many, it’s a great way to develop traffic by connecting with some of the people who care the most about your products and services. Always make an effort to engage with the community with every move your company makes.
Social media links go a long way.
One panelist at PubCon noted Google will take into consideration the number of social media links pointing to any given website. Generating cool and unique content increases the likelihood a person will send along your link to others within their network. Creating content that is linkable and stands out will increase brand visibility and traffic to your website.
Going Hyper Local
On October 27th, Google removed the so-called 7-pack and began to list local business listings directly within results thus blurring the lines of Google Places and natural search. One speaker at PubCon stressed that Google continues to shift towards becoming more like a directory rather than providing actual search result listings. Companies with multiple store locations should make sure all location data provided on Google, Yahoo, Bing and Universal Business Listings is correct. It’s believed that 20%-40% of all business locations on Google Places are either incomplete or incorrect. National companies may find it harder to develop localized search listings, but should still work on developing localized content.
