Presentation for Exl Pharma Conference about Future of Search

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Being Found Online Today & Predictions for Tomorrow July 16, 2012

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2 | 7.12.11 Today’s Mental Journey: • Why search & social matter, and are important for health care companies. • A little search engine history. • Discuss how search engines and search activity have significantly changed over the years. • Focus on where search and social is now, and how that impacts how consumers are finding your information online & via their mobile phone. Key takeaway: Know your audience

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3 | 7.12.11 Consumers Rely on Search Engines

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4 | 7.12.11 Doctors Demand Mobile

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6 | 7.12.11 QUICK SEARCH ENGINE HISTORY

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7 | 7.12.11 Search Engines - 1994 • Built on a thesis sharing system. • Keywords and labeling mattered. • Search engines needed links to find and crawl your site. • You needed in-bound links to get the few people online to find your site.

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8 | 7.12.11 Search Engines – 1996-2007 • Introduction of PageRank, some links matter more than others. • Introduce verticals: - Google News (2002) - Book search (2004) - Scholar (2004) - Blog search (2005) - Google base (2005) - Google video (2006) • Combine the verticals together with Universal search (2007).

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9 | 7.12.11 Search Results – 2008-2011 • Search Results become Personalized (2008). • Matt Cutts (head of Web Spam at Google) states that “rankings are dead.” - Behavior Intent - Universal Search - Geographic location - Previous Search History • Google announces that it makes a change a day (2009). Photo © Copyright 2012 Search Engine Journal

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10 | 7.12.11 Search Results – Personalized in 2012

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11 | 7.12.11 Facebook “Like” Buttons REALLY Do Increase Traffic

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12 | 7.12.11 SEARCH RESULTS TODAY

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13 | 7.12.11 Paid Ads Knowledge Graph My brother Geo Local results Images from Google+ All personalized to me. Direct answers are now displayed in search. Google Search – 2012

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14 | 7.12.11 Google – Powered by Your Google Data

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15 | 7.12.11 • Similar to Google, but has interesting Facebook and Twitter integration features. • You can ask your friends questions directly from search. Bing Search - 2012

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16 | 7.12.11 Bing – Powered by Your Microsoft Data

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17 | 7.12.11 Recent Google Algorithm Changes

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18 | 7.12.11 • Build traffic to your website or social profile by creating quality content that speaks to your target audience (by using their words), and building links that are natural. • Panda Update • Removed low quality content from the search engine. Based on algorithmic learning from human raters. • Penguin Update • Removed sites with links pointing to them from low value sites, or from sketchy domains. Any links that looked “weird.” Being Real & Relevant Online

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19 | 7.12.11 Human Intelligence and Review There are real life people that review and evaluate search results! A sampling of the questions that they are paid to answer: 1. Does the page provide substantial value when compared to other pages in search results? 2. For a health related query, would you trust information from this site? 3. Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 4. Would users complain when they see pages from this site?

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20 | 7.12.11 Target Your Audience by Language US Search UK Search

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21 | 7.12.11 New href=Lang Tag New Google Language and Country Coding

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22 | 7.12.11 Search Engines Know You

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23 | 7.12.11 Google’s Knowledge Graph

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24 | 7.12.11 Google Health Searches Rolled out in Feb 2012:

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25 | 7.12.11 Schema.org What is it? Enhanced code in the html that creates richer snippets in search. Supported by all search engines. Increases rank and click through.

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26 | 7.12.11 Schema Updates – Health and Medical The proposed new schema markup focused on “surfacing the existence of and relationships between entities described in content”: • MedicalCondition • Drug • MedicalGuidelines • MedicalWebPage • MEdicalScholarlyArticle To learn more: www.schema.org

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27 | 7.12.11 Mobile Intelligence

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28 | 7.12.11 Mobile App vs Mobile Landing Page • 4.5 listings in search results screen. • Top rankings driven by: - Daily usage - Overall downloads - Reviews - Likes • Users have to download app to see information. • Only 5% of users keep an app after the first month.

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29 | 7.12.11 Page Load Speed

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30 | 7.12.11 Google Now – Serving You Info without Searching

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31 | 7.12.11 Two Parting Thoughts…. 1. Know your Customer • Use their language. • Have them test your message. • Create search personas and measure against assumptions. • Provide online information they want to share. 2. Be Mobile • Do keyword research to find your mobile customer. • Mobilize your online properties.

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32 | 7.12.11 Ketchum Resources: • http://blog.ketchum.com/author/katherinewatier/ • Ketchum’s Digital Living Index: http://www.digitallivingpr.com/ • From Health.Ketchum.com: - FDA’s New Social media Guidelines - How do I handle unsolicited inquires for off-label use? - Is Your Web Domain in Order for Responding to Unsolicited Requests? Additional Reading….

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Katherine Watier Ketchum 202-729-8355 @kwatier www.linkedin.com/in/katherinewatier gplus.to/katherinewatier Katherine.watier@ketchum.com www.ketchum.com Contact