Top Rank's Lee Odden is also blogging the conference this week. Here are some excerpts of his interview with Search Engine Summit emcee Gord Hotchkiss.
What’s different about Search
Insider Summit compared to other conferences? Besides the 2pm tee times :) Good question, and unfortunately, not one I’m that well equipped to answer. This is my first Summit. Here,
based on what I’ve learned, sets the Summit apart. I think it tries to take a broader, more strategic focus that would appeal more to the executive decision maker. It tries to place Search in the
big picture, showing how it integrates with other channels. And with the strong networking components, it’s really a more intimate opportunity to meet other decision makers who are also determining
their search strategies.
As the Summit Emcee, your commentary will set the tone of the event. What’s on your mind right now regarding upcoming search marketing trends that you’ll talk
about? Personalized search, the future of SEO, social media, click fraud? To me, there are a number of factors that are dramatically shifting the landscape of search, including
personalization. I think the factors that will change search dramatically are: * Personalization - the end of the monolithic results set and the beginning of a much more personalized
relationship with search functionality * Integration - moving search from a stand alone activity and integrating it into the evolving functionality of Web 2.0. Think of search as an engine,
rather than as an activity * Ubiquity - Search will be everywhere, and will underlie the majority of our interactions with online content, in whatever form it takes. This reaches into social,
video, mobile, everywhere! Read more of the interview on Lee's blog:
http://www.toprankblog.com/2007/05/gord-hotchkiss-search-insider-summit-interview/
