Grantastic Designs’ Blog

Here’s a quote from Matt Bailey, President of Site Logic Marketing and speaker at the Search Engine Strategies San Jose conference on the panel, “Usability and SEO – Two Wins for the Price of One:”

“Search and usability are so intertwined… In my opinion, I believe that search engine optimization is really a child of usability and information architecture, because [SEO] is really doing the things that people in those [usability] industries have been saying for years.”

“Search really took off on it’s own, because people started figuring out that if you put keywords in the right places, you’ll start ranking. So Search got a lot of attention really fast. But its things that information architecture people and usability people had already been saying and doing for years.”

At the end of the Search Marketing Expo Local Mobile keynote on October 1, Google Chief Technologist of Google Local, Google Maps, and Google Earth – Michael Jones demonstrated a bunch of 3-dimensional and panoramic models of how Google maps has worked with the masses of user generated content to create new “worlds” from a hyper-local scale to global scale. Michael expanded further by showing slides of how content could be mapped on a galactic scale:

“Everywhere its black there in the stars, you’ll have the hubble telescope focus in on that area, and you can actually see 50,000 galaxies in that area.” Mike said. “These galaxies have billions of stars in them. Maybe one of them has people that do search engine optimization.” That provoked some laughter from the crowd.

What made Michael’s keynote particularly enjoyable was his last slide, which showed a clip from the televsions cartoon series “The Simpsons.” The clip showed Marge Simpson on their home computer, doing a search for her house on Google Earth, and turning up an amusing result – Marge zooms in to her house and finds her husband Homer in the back yard, sunbathing nude.

Now the example wasn’t meant to be realistic, as what it was really simulating was live video via satellite. (I guess in the animated world of the Simpsons they have more advanced technology than ours, as well as less privacy.) It was also a bummer to find out that the video no longer exists online, since it was removed from YouTube after a copyright infringement claim was filed by 20th Century Fox Films. (I wonder if Google could have demanded that Fox Films remove the clip of Google Maps from the Simpsons episode in retaliation?)

I guess Fox Films doesn’t have a legal team versed in Spanish, or at least Google sites other than YouTube, because you can still catch the video here as well as other Spanish-language websites (Ha ha, take that, evil corporate behmoth!)

I actually remembered the original Simpson cartoon clip, and right then it made me think: Couldn’t Google also include in their online map inventory, the many “virtual worlds” that have large fan bases and user bases, both of past and present creations of literature, gaming, and community, along with internet-based worlds? Here are just a couple of examples that spring to my mind:

• Second Life. Its an active, ever-growing internet-based virtual world in 3-D, but with real-time residents.
• The Simpsons town of Springfield. The official Simpsons Movie website disappoints with a “tour Springfield” slideshow of town landmarks. Why not make this a panoramic map with real context and landmarks for every point, including the Simpsons’ own house?

The ideal Google Map – Matching the virtual world with the real world

Interestingly enough, the ideal virtual mapping scenario doesn’t come from Google Maps, but from video game platforms. Take the Microsoft Xbox 360 game, Test Drive Unlimited. Ttransforms the open roads of Hawaii into a gaming lobby, where you can pass by potential opponents on the road. You can virtually “drive” through every road on Oahu as it exists. Imagine if Google could work with 3-D modelers in every town in every city in every state, and do a virtual 3-D animation interconnecting them all – sort of a 21st century version of the 19th century railroad?

Special report from The Search Marketing Expo Keynote at the Denver Tech Center held October 1st, 2007.

Michael Jones, Chief Technologist for Google Maps, Earth, and Local Search, opened his keynote by explaining that his job is to make sure that we have the “right products in the future” – how they anticipate what those will be, and putting the technology and context together to achieve them. Rather than talking about the “how” of local search, Michael’s focus was on the direction of local seach – the “what” and the “why.” I.e., is local search dealing with the right problem to solve, and is Google going about the right way to solve it?

The weaknesses of today’s local search

“As an industry, both from the provider side, from the user-satisfaction side, and from the optimization side, we’re weak in a lot of these areas.” said Michael. “The ‘local’ search businesses of many companies aren’t really web-based, and a lot of them aren’t really web-savvy, either. A lot of them couldn’t even use a web map.”

Defining “local data” for local search

Michael said what’s changing is the idea of what is local data. “Local searching is clearly searching through local data. But what is local data?” Historically, what was local data wasn’t what was on a web page.

Michel defined local data as everything with a location. “Its not really about maps. Its about all the information we can organize, but in a context to truly understand it.” he said. “When you draw a map, its not about the map itself, but the map as context, to make information more useful. Its our view that all the information that’s on a web page could be better understood when placed on a map.”

Putting local data “in context”

Local search and data also needs a sense of place. This is where the contextual side comes in. And the experts bringing in this kind of local data are becoming the mass of uses, the “crowd.” One example Michael gave on this was the social networking site Yelp!, which has a very high group of people interested in sharing their experiences. “it’s like flirting through shared information.” says Michael.

Another good example of specialized local data in context is Google’s Local Transit map. Not only does it show bus routes, but it follows a mapping context more in tune with the needs of the users. Rather than mapping out the shortest distance from point A to point B, it shows the shortest time it will take to get there. “People care very much for having a context to support their information.” says Michael. “”When you put all of the pictures together in context, it becomes more understandable.”

“Some local information is all about place. Some are all about a factoid. Most of the world’s information can actually go on either one. The reason why the web is so valuable and played such a transformative role is because its not isolated information.”

“The combination of global and local, the broad and the contextual, with the granulation of personal elements, “is one of the magic things about web searching, local searching, and mapping.”

The future of Google Maps, Google Earth, and Local Search

Michael explained that the next challenge for local search to solve is connecting global things to the actual query, which he referred to as “Mapping the last mile.” Through the Google Earth program of allowing for popular content feeds and community generated content, along panoramic 3-d models, Michael said we can expect to see more of the following:

• More photographic maps in web browsers. “You could be able to see the photo in the front of a store restaurant advertising what the special of the day is.”
• More transactional features. (Where you can click on a placemark and make a transaction.)
• Real-time traffic.
• Geo-blogging by users – of all the places you’ve traveled to, and who you’ve met.
• Humanitarian causes. Several active examples are the US. Holocaust Memorial Museum, both with Jewish Holocaust of WWII, and today with “Learning about Darfur,” creating what is being called a “community of conscience.”

Google Maps –  genocide in Darfur

Michael ended his keynote by showing how Google Maps is partnering with using contributed content for extremely important humanitarian causes, that can help with worldwide education that gets people involved for social justice. The Darfur project zoom in on satellite images of the hardest hit villages and schools, but also puts the stories fo survivors in a deeply personal context.

“What the Wall Street Journal couldn’t tell you is that if you fly directly to a refugee camp, that’s where the UN Peacekeepers go into and talk to people about their history and experience” with the ongoing genocide in Darfur. “These are stories told by survivors, geo-located at the house where they or their loved ones were killed.” says Michael.

“Maps can bring a personal and emotional context, and can get people involved. It puts genocide on a level of personal engagement.” It becomes an affecting experience. Its not just a news story. This kind of connection of people at great length. People who didn’t once know where these places are, they do care now. I think the web and local information actually do have an influence on societies, now.” adds Michael.

To note, U.S. President George Bush has praised the Google Maps program and activity with the Darfur project. “No one who sees these pictures can doubt that genocide is the only word for what is happening in Darfur – and that we have a moral obligation to stop it.” (U.S. President George Bush, April 18, 2007)

Sorry to any of the blog readers here for the delay in posts. I’ve returned from the Search Engine Expo Local Mobile Expo in at the Denver Tech Center Oct 1-2nd, and gathered some exclusive coverage of the events. I’ll be posting news, interviews and commentary on the local search marketing sessions and panelists, and hopefully some podcast clips for a nice audio touch. Hopefully that can be forgiven for me not being a super-speedy blogger, as I sometimes like to take a couple days and clear my head, so I can put just a bit more thought into what I write than a bunch of scribbled notes. (Perhaps that makes me an SMX Slo-Mo blogger.)

It was a bit of an ordeal just arriving to the conference. Had my flight booked on United (you think I’d know better after having delays the past 4 flights), and had to wait nearly 3 hours past the scheduled departure time. It was evident that the collective waiting people have had to endure have put them more on edge every time they have a flight delay or cancellation with United. What I found slightly amusing was a man swearing out loud and walking off after the attendant at the gate couldn’t help him, and she announced over the microphone that “We have the right to arrest anyone who uses profanity at an employee.” To which, one ticket holder said sarcastically, “How about we just praise you loudly?!” And another ticket holder feigned, “Yeah, you’re doing a GREAT job!” This was followed by several more people clapping in mock approval.

Arriving to my first SMX conference was a treat. After being at several search marketing conference of thousands of attendants for 4-5 sessions going on at the same time, this had a more refined and seasoned group of left-and-right brain individuals both as panelists and audience members, much to my satisfaction and enjoyment. Smart move to have two “verticals” (or whatever the categorical term used that means anything about search categories these days), where there would be some overlap between sessions with the local and mobile space, but also making some clear distinctions in what track would best suit your needs. I was definite for the local track, since that has been more refined as a business model for most search marketers, and especially the common business (small-to-medium size enterprises, or SMEs).

My next post will include comments on Keynote speaker Michael Jones, Chief Technologist for Google Earth, Google Maps, and Google Local Search. The guy was sitting next to me at the keynote event and I didn’t even recognize him until he was announced by the event hosts!)

Michael T. Jones, Chief Technologist, Google Earth, Google Maps, and Google Local Search,

In a recent I wrote for Search Engine Watch, I discussed how search marketers can better position themselves for the video search space by integrating traditional video marketing (e.g., television) in their video search strategy. One of those companies I covered was Spot Runner, which provides for its clients a prepackaged video in an online library on its website, along with video customization services and media buying for carrying the final piece over to targeted local television markets.

The following is an interview I conducted with the co-founder of Spot Runner, David Waxman, including on how search marketers can benefit from pairing off-line media strategies with their search campaigns.

Spot Runner uses an online interface (i.e., its website) to combine turnkey video planning and production with reaching local markets in the offline televsion ad space. With much being made about how online video marketing is being more affordable, you seem to have also found a pricing plan on the traditional side that’s more affordable as well.

Local businesses now have access to television, the most powerful marketing tool available – that, due to its traditional cost and complexity, was previously out of reach.

Spot Runner offers a complete solution for television advertising—commercial production, media planning and media buying—in a single turn-key, self-service system. The entire process, which traditionally takes months and hundreds of thousands of dollars, now takes just days at a fraction of the cost.

What’s a typical turnaround project time?

A typical first campaign is one spot. The typical time from actually starting to running on air is 2-4 weeks. The ad production time is typically much shorter, depending on the client’s own timetable for reviewing and approving the ad.

What is the typical length of your spots?

They’re typically 30 seconds in length, but we have done customized formats of 15 – 60 seconds. Our primary offering is 30 seconds, because that is what’s typical.

You have a service featured called “Personalization Plus.” Describe the custom features that come with this service over your standard features.

If you go to our ad library, you’ll see the scripts are pre-defined, except for certain areas that are customizable, such as company name and info. If you want to go further than that and really veer from the script, and have one of our professional writers handle that for you, that’s where we get into the “Personalization Plus.” That could include fully customized text for the voiceover or part of the voiceover being re-recorded; it could be a graphic change, such as letterboxing the ad, or having your URL appear for the entirety of the ad. (Some of our ads already come that way in the library.) Or if you want to include an animated graphic, such as a phone number, or submitting your own script and having it recorded with our own voiceover artists – that’s also what Personalization Plus allows for.

Do you ever have clients submitting their own multimedia clips, and wanting that included in the final piece?

People do request that. What we often have is a number of library ads set up to receive still photos, which can be rendered and moved around to fit in with the video. We less often get the request to take video footage, but we can accept and work with that as well.

Another scenario, some people will send us an ad in its entirety – an ad that’s already been made for them and we’ll integrate that ad into all of the other services that Spot Runner does, such as media planning and buying and placement.

Describe your “Express Launch service” – who is this typically for?

Anybody who wants help with their TV campaign strategy. It helps the client identify their campaign goals and their audience, helping them select their ad, and maximize their budget. Anyone who wants to actually talk to a person and get a little more guidance than our self-service website can provide.

Are you also able to help people out with where to publish their original television spots for online conversion and distribution, including video search (i.e., the search engines)?

Yes, on a case-by-case basis. We are very seriously looking into offering online video as a full product, but we haven’t yet released a date for that.

Let’s talk budget. Where does the budget range start off at, and what’s a typical budget spend for a package?

There are two very distinct pieces, and one of them varies a lot by market:

One of them is ad production. Our standard rate for that is $499. Personalization Plus is an additional $249. Express Launch is an additional $99. That’s the most typical an ad will cost without customization. Its almost always under a $1,000 for the ad in terms of production.

Media varies a lot by market. An ad running in one neighborhood can be a lot less expensive than an ad running in a larger area. Duration adds another variable. Typically we’ve had people who are very successful for as little as $2,000/month with their media.

I understand that along with providing a television media buying strategy for your clients, you can also plan a basic online strategy with the client of how their television ad can best bring traffic to their website.

Media buying for television is an integral part of our service. We will take the ad, and either via the website or by phone, help them figure out what they want to achieve – whether that is driving traffic to their website, or store, or just driving greater brand awareness. We will use our very powerful media planning engine to create an optimized media plan for them, and we’ll then deliver the ads for them (in the television market), and get the reporting back to them. It’s a very end-to-end service.

Would you ever run into the issue of having duplicate (pre-produced) video content running in the same television ad markets, between different clients?

No, we have an exclusivity provision, meaning that if you run one ad in a certain area [in the TV ad space], no competitor ad from us can be run in that same area (when you’re running your own ad).

Have you had any of your ads produced appear in the online video search space?

Search and television can be very complimentary, and we do offer search as a product to our customers. Not yet in the video space, but certainly in the keyword space. Our clients have told us that when they run television ads, their web traffic increases dramatically. When they promote their website correctly on television, they can really get a push from television. The “push” medium of television, and the “pull” medium of the Internet can really go hand in hand.

How would you recommend search engine marketers do an online campaign that can best integrate traditional video marketing (television) with online video marketing?

Most search marketers probably don’t realize how localizable and targetable their search marketing campaigns can be. You can locally target down to the neighborhood level with television, and you can also use your ad to target keywords on a site network basis. For instance if you know your keywords deal with sports, you can target your video for sports sites only, such as a host of sports-related televsion shows, such as ESPN or Fox Sports.