Presentation about the changing landscape of online search as it relates to personalization and localization in search engines, local online directories and mobile devices and what these changes mean for your nonprofit, sharing a case study from Planned Parenthood. This is a helpful update to all those wondering about search engine optimization (SEO), pay-per-click (PPC) advertising, local business results and smartphone apps and how to drive quality traffic to your website.

1. The Future of Search Amman Badlani Manager, Online Marketing and Analytics December 15, 2010

3. PPOL’s efforts as they relate to Search

4. Things you can do

11. Personalization of Search Results

16. Universal & Personal Search Social network results “Wish list” results Bookmarkedpage results Web history results

19. Local Online Directories

20. Local Online Directories

23. Mobile Search Another way potential Planned Parenthood clients can find our health centers is through SEM ads that allow them to Click-to-Call directly from their mobile browsers to reach Planned Parenthood locations. These ads can be targeted to specific devices, e.g., Android, iPhone/iPod Touch, Palm webOS, etc. or we can target devices exclusively, e.g., iPad only.

24. Mobile Search

25. Smartphone Apps As more and more people purchase smartphones in the coming years, focusing on ‘apps’ is becoming more relevant and important. Many of these apps depend on the location of its users to work. In April, comScore estimated that 10.3 million people searched via an app in the US.

26. Personalization of Search Example Monica searches “birth control options” – she is friends with 6 people that “Like” Planned Parenthood on Facebook. Result: Planned Parenthood increases on the search results page Monica has a connection to Planned Parenthood making it more relevant to her. Example Nina searches “birth control options” – she follows 35 people on Twitter, many of which follow Planned Parenthood on Twitter, and she has read about contraception on Wikipedia. Result: Planned Parenthood increases on the search results page Nina is interested in contraception and her friends seem to like Planned Parenthood, maybe she will too.

29. Things You Can Do

32. Social Media Optimization (SMO) Here’s what you should do: ‘Listen’ to conversations regularly. Create a blog and post fresh content regularly. Optimize posts, tweets, etc to include top target keywords for your content.

33. Q&A