Here are a few of the thoughts shared:

John Marshall

• Its hard to get good search behavior update unless you have access to a search engine or HitsLinks.
• Lots of people look at the keywords area in analytics. This shows a narrow view of activity.
• We should be using site search data from your website to get visiter intent. This is very valuable.
• Often times, free data like this is often ignored and it shouldnt be.
• Four things that usually go wrong with internal search data.
• Mixed case (Aa), multiple results pages, usual JS breakage, injected terms (search results as landing pages)

Pavan Lee

• Search listings has a branding value
• Paid search listings have a stronger branding impact that organic. Used together, its even more beneficial.
• Key takeaway: Power of three: synergistic branding impact.

Larry Cornett

• Yahoo really focuses on the search page, but knows that a lot happens before and after a search.
• People spend very little time on the search page.
• Users dont want to do a lot of work to get what they want.
• Crafting searches is a pain point which is why they have the auto complete queries.
• People want to to go from todo to done.
• Using semantic/universal search to help users find more faster.

Bill Barnes

• The golden triangle very important. This is the paid and organic listing in the upper left of a search page.
• Tested good and bad paid ads and the result wasnt much different. The location trumped the ad copy.
• People can judge the whole result page on the top result or two.
• Testing has shown a 16% increase in brand association when brand is in top sponsored and top organic spots.
• Would you purchase from this brand? 8% increase when top paid and top organic listings are achieved.
• Likelihood to purchase increases by 7% if you have both top paid and organic spots.
• Eye tracking testing showed fixation on brand in URL and link only, not in the description.
• Play with your enemies. If they are showing up, you should be too.

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