Search for Relevancy: Trends and Strategies in the Dynamic World of Search

Search for Relevancy: Trends and Strategies in the Dynamic World of Search Published March 2015 Analyst: Michael Gerra

 

US $550 
CA $684 • £396 • €448
FREE for Innovation Subscribers
Add to Cart
Research Type:
Figures:
11

For marketers of all stripes, and especially those in the travel sector, delivering relevant content to consumers is critical. For a travel company to succeed online, it must define and execute a search strategy that fuels its brand message and delivers the right product and/or service to the right traveler at the right time. This Spotlight explores the evolution of search technology, with a focus on the technologies, platforms and other factors that help consumers discover, learn and decide (and purchase) based on information that is contextually relevant.

  • Worms, Spiders and Crawlers: The Arrival of Search
  • Google and the Relevancy Challenge
  • The Algorithm Spawns an Industry
  • Paid Ads Versus Organic Discovery
  • Major Search Engine Market Share
  • Search and Travel
  • Elements of Search: Search Engine Results Page (SERP)
    • Why is SERP Position Important?
    • Anatomy of a SERP
    • SERP: 1999-2009
    • SERP Enhancements: 2010-Present
    • Local Search and SERPs
  • Relevance Ranking Factors: A Secret Recipe
    • Relevance Ranking Factors or Signal Correlations?
    • Signal Measurement and Signal-to-Noise
    • Key Correlations by Search Engine
    • Three Types of Relevancy Signals
    • Relevancy Signals: Structure
    • Relevancy Signals: Relationships
    • Local Search
    • Top Three Local Relevancy Factors
  • Techniques for Search Engine Optimization (SEO)
    • SEO is a Process Not an Endpoint
  • Conclusion
    • Social Relevancy
    • Impact of Mobile
    • Query Intent and Results Personalization
US $550 
CA $684 • £396 • €448
FREE for Innovation Subscribers
Add to Cart