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SearchTHIS: Clutter, Relevancy, & Search

SearchTHIS: Clutter, Relevancy, & Search Kevin Ryan

Yahoo! has brought their video search into prime time, and according to CNET News.Com an audio search tool is under way as well. Google’s video search is still in beta, but they have announced integration plans for the invitation-only social networking destination, Orkut. MSN has moved into mainstream search with tools like Encarta integration, but the smart money says this is only the beginning for the software giant. Every search site wants to go local, but it seems none of them are really sure where to put it.

There’s quite a bit going on in search these days and it’s becoming more and more difficult to predict the day to day, week to week, or month to month changes in searching dynamics. Whether it be integrated video, geographically relevant listings, or social networking, the search industry is buzzing with talk about acquisition, consolidation and integration.

With all of this activity, an important question or two emerges. Just how thick with relevant results can a search engine results page become before relevancy gives way to clutter? How will the searching public react to all of these changes? History has taught us that clutter equals disaster in search, and we might just have to take a breath before integrating everything but the kitchen sink into search.

Big scary growth

One need only take a walk around the Ad:Tech exhibition hall floor to see how big search has become. Ad:Tech is always quite the experience, but a few hours in the packed exhibit hall at the recent San Francisco event had my head spinning. Search marketing firms, paid search providers and third party search tech firms dominated the floor.

They can’t all make it in this dog eat dog world. It’s interesting that some of these tech firms can appear as a footnote on a trade show floor and end up being purchased by a search giant. Seconds later, the technology is integrated, and yet another piece of information is piled onto the search result page.

Why are we in this little predicament? Here’s a little stroll down amnesia lane. According to the Interactive Advertising Bureau’s (IAB) annual reports, search spending was a measly eight percent of the online ad spending pie in 2002 and had jumped to 29 percent by 2003. The IAB now places search at 40 percent of online budgets. An industry that didn’t exist a few short years ago is now at about 4 billion dollars according to popular estimates. Search sites have a few bucks to spread around.

Another contributing factor to the constant development of are-they-or-aren’t-they better technologies for search is the venture investor’s love affair with the search business. While the days of receiving 40 million dollars after a smart PowerPoint and demo are over, there is still quite a bit of green in them thar investor hills.

Just because you can integrate something new, does that mean you should?

Digging into spending habits

The Kelsey Group’s recent “Drilling Down on Local” conference in Santa Clara, California (April 18 to 20) offered a variety of insights on locally focused technologies. Specifically, the Kelsey Group covered a whole lot of the tech tools (directory, classifieds, social networks, wireless, video) that are now getting lumped into search results.

Kelsey’s senior vice president and conference chair Greg Sterling offered the following key observations from the show: “The emerging consumer paradigm is more fragmented and complex than could have been anticipated as little as a year ago... However, at a broad level it can be described as: shop online, buy offline. The internet is influencing an increasing number of consumer transactions, but ecommerce is not growing commensurate with that rise in influence. According to the U.S. Commerce Department, ecommerce generated only 2.2 percent of U.S. retail revenues in the fourth quarter of 2004.”

There are lots of reasons for the disparity in online and offline spending. Executing a purchase online can be cumbersome, and some transactions are inherently offline such as automobiles or lawn mowers. Aside from the usual online purchase foibles, the emerging paradigm that Sterling noted suggests that making the search-to-transaction experience more complicated will not contribute to spending growth.

Be like the book

Here’s a reason to keep it simple in a directive web search results page. In March of 2005, the Yellow Pages Association™ (YPA™) and comScore Networks compared local search behavior on Internet Yellow Pages (IYP) to that of major search engines. Guess what they found?

  • IYP offers a more efficient local search experience -- In the five categories examined, web search engines accounted for 66 percent of consumers searching for local information, while IYP sites accounted for 34 percent. However, consumers are able to find local information more quickly using IYP. Local searchers who use IYP take an average of 4.6 clicks to find local results, while search engine users take 7.6 clicks on average.

  • IYP users spend more in specific categories -- Local searchers who use IYP spend four to 22 percent more per buyer than local search engine users in the automotive, home and garden, health and beauty and general services categories. IYP users also spend four to 17 percent more per buyer for offline purchases in the drugstore, automotive, restaurants, and home and garden categories than do local search engine consumers.

Local audiences are the search engine’s to lose, and people spend more when they don’t have to wade through a ton of irrelevant junk. I am betting you will find similar results in verticals like shopping.

The real question is, will difficulties in locating a purchase point via the search results page instigate a vertical exodus from a search engine?

Balancing loyalty and individuality

Data from the Hitwise Search Engine Report, for the period of August 2003 to April 2004, suggests that users have begun to move away from search engines in favor of more specific vertical search. Sites in the shopping and travel category had double digit percentage traffic increases overall while experiencing double digit decreases in referrals from search engines. NexTag, for example increased overall visits by 73.1 percent while search referrals decreased 39 percent.

eMarketer’s February 2005 Search Users and Usage Report cited last year’s Harris Interactive study that indicated 29 percent of users found what they were looking for “only sometimes,” or “rarely” while another 30 percent indicated some level of dissatisfaction with a search. Similar studies have indicated that a dominant portion of searchers use multiple engines for the same query.

Searchers are perfectly content with going directly to vertical search site in lieu of returning to a search site. And they aren’t loyal when it comes to search activity because it’s not really all that difficult to go from Google to MSN to Yahoo!, particularly when you can’t find what you seek.

Stop counting your money and search

The more you pile onto a search page, the more frustrating it will become for searchers and advertisers alike. In the past few years, we have seen Yahoo! move away from its search roots and come back to them like a Newton’s Cradle from hell. Google has arguably the cleanest entry point in search, but that doesn’t mean combining local, social network listings, stock quotes, and suggested book entries with paid and natural search results won’t spell u-s-e-r-a-b-a-n-d-o-n-m-e-n-t.

The usual justification for adding anything to a search results page is simple. The add-on is relevant to the user’s search and therefore a-okay. This is a great argument that has been repeatedly backed up by sound research that coincidentally lines the pockets of search providers.

Relevancy is not a deus ex machina that will save search providers when results pages become so cluttered that users forget why they came to the site. Message to the search giants: give your visitors choices but let them choose what they want and keep it clean.

iMedia Search Editor Kevin Ryan’s current and former client roster reads like a “who’s who” in big brands; Rolex Watch, USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales, USA, Panasonic Services, and the Hilton Hotels brands, to name a few. Ryan believes in sound guidance, creative thought, accountable actions and collaborative execution as applied to search, or any form of marketing. His principled approach and staunch commitment to the industry have made him one of the most sought after personalities in online marketing. Ryan volunteers his time with the Interactive Advertising Bureau, Search Engine Marketing Professional Organization, and several regional non-profit organizations.

Mr. Ryan is the principal of Kinetic Results, Inc. a New York based online presence management firm.

Meet Kevin Ryan at the iMedia Summit, May 22 to 25


Ever heard of Kitchit? It's definitely not a household name. The company brings the feeling of a restaurant to your own kitchen. Through the company's website, you can hire a local chef who will cook you up a meal, cater a dinner party, or provide you with a private cooking lesson.

Kitchit offers more than a dozen Helpouts, including Q&As with their own professional chefs (some known from the show "Top Chef Masters"), basic tutorials like "Knife Skills 101," and even one explaining how to get full use of a Vitamix (a very expensive blender, in case you didn't know).

So what does Kitchit get out of it?

No, the company doesn't sell Vitamix products. And roughly just $15 is made for each video watched -- not significant for a medium-sized company. So why be a part of Google Helpouts?

Well, people who request these tutorials obviously have an interest in cooking, and so Kitchit is a service right up their alley. Google Helpouts is a great way for Kitchit to get its name out to this tribe of chefs in training. And those who can afford a $400-plus blender or those fancy kitchen knives can probably afford (and are willing to pay for) a professionally cooked gourmet meal.


This makeup retailer has more than 15 Google Helpouts -- many of them free. Unlike Kitchit, everyone (or at least every woman) has heard of the company.

Sephora offers many makeup tutorials, such as "Introducing Color" to your eyelids and how to get "The Perfect Lip." A professional will walk you through the steps in approximately 30 minutes, using, of course, Sephora products.

So what does Sephora get out of it?
Most the tutorials are free, so Sephora does not make much money from the sessions. But it does introduce the brand and all the products it has to offer those interested in makeup. Viewers can use their own eye shadow, lipstick, and other beauty products, but it would come as no surprise if the beauty experts explain the importance of quality products during the Helpouts.

Oh, and there's a nice description of the company below each video. Highlighted is its work with Louis Vuitton, the 1,700+ locations in 29 countries, and its more than 14,000 products available.

Weight Watchers

This weight loss and maintenance service offers just three Helpouts, but they'll still have a significant effect on the company's marketing efforts. Three free Helpouts are available that any dieter would appreciate -- one on affordable healthy eating, another on sticking with your weight-loss efforts at parties, and the third on eating out nutritiously.

During these Helpouts, a Weight Watchers specialist will give advice to help viewers choose healthy foods, no matter the situation. With more than 85 reviews on one (and almost 5/5 stars), the company has proven that people love these Helpouts.

So what does Weight Watchers get out of it?
Incorporating timely sessions, such as the "Party-proof your weight loss," will help consumers connect with the brand -- and it could lead to an increase in brand loyalty (especially early in the year, with all those weight loss resolutions).

Weight Watchers prides itself on being a "healthy lifestyle" and not a "diet." Teaching people these basic nutrition skills shows those interested that it's really not all that hard; anyone can do it, and everyone should sign up.

How other businesses can get involved

Just because your business isn't one of these pilot partners doesn't mean that you can't be a part of this new marketing tactic. Google Helpouts is asking for experts to share their knowledge and to host their own Helpouts.

You need an invitation, but if you request one now, you could soon be hosting your own Helpouts. If you are an expert in a specific field, offer your help live to the web so that you can share your knowledge and your brand.

Rose Haywood is an internet tech writer, social media junkie, and freelance marketing consultant.

On Twitter? Follow Haywood at @creative_rose and iMedia Connection at @iMediaTweet.

"Portrait of pretty happy young woman," image via Shutterstock.

Kevin Ryan founded the strategic consulting firm Motivity Marketing in April 2007. Ryan is known throughout the world as an interactive marketing thought leader, particularly in the search marketing arena. Today's Motivity is a group of...

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