The Search Path and the WWW (2/3) - Mike Grehan





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Published on Mar 16, 2012

http://www.online-behavior.com presents Part II(out of III) of this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010, Mike Grehan discusses how search engines work, starting by citation analysis. He goes over the notion that it is not only about the links and their authority, it is also about the community where they lie in.

Mike walks us through the change that happened as Google moved from "10 blue links" to Universal Search (i.e. showing more types of contents on search results such as images and videos), and how customer behavior has changed as a consequence. He also discusses different signals for Google when ranking websites, especially the importance of the Google Toolbar as signal to understand how good are the search results for users.

* About Mike Grehan

Mike Grehan is VP, Global Content Director with Incisive Media, publisher of Search Engine Watch, ClickZ and producer of the Search Engine Strategies international conference series. Mike previously worked as a search marketing consultant with a number of international agencies, handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is author of numerous books and white papers on the subject. He is also chair of the Search Engine Strategies Global Advisory Board and is currently in the process of writing his third book on search marketing, due in spring 2010.

*About Online Behavior*

Online Behavior is a source of knowledge for website owners and analysts looking to understand how their online customers behave. But that's not all, understanding does not make a website better, action is required. That's why a broad range of techniques and strategies is needed to help optimizing websites. You will find information pertaining to:

Market Targeting & Segmentation ( http://online-behavior.com/targeting ): Learn how to segment, provide the right message, and personalize your visitors' experience. Increased website relevance equals increased conversions and customer satisfaction.

Website Testing & Usability ( http://online-behavior.com/testing ): Learn how to prioritize testing efforts, understand what affects user experience, and get ideas on the most profitable way to test your website.

Web Analytics & Optimization ( http://online-behavior.com/analytics ): Learn the most advanced conversion optimization techniques to optimize your current traffic; turn new visitors into customers, and returning customers into loyal friends.


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