gord hotchkiss

SIS Session: Will Big Agencies Ever “Get” Search?

Gord Hotchkiss Mike Margolin

9:00am: Keynote address – FaceOff: Will Agencies Ever “Get” Search? with:
Gord Hotchkiss, CEO & President, Enquiro
Mike Margolin, VP, Interactive Marketing Director, RPA

To present his point about whether agencies “get” search or not, Gord started things out by telling a story. He brings up John from MediaPost to be a human map of Ontario, points out some factual information about Ontario.

Gord asks the audience, “Based on that, would you want to visit?”  Not really. To find out more about Ontario, what would you do? Search.

Using broad topics and search phrases, what sorts of sites would you expect to find? Official Tourism board. Unfortunately, that site isn’t going to get found. What the OTB bid via paid search was all long tail phrases and only from April – July. Doing so misses out on all the investigative search and off season search from people planning vacations.

SIS Opening Remarks Gord Hotchkiss

Gord Hotchkiss

Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit

Where is search at? This year was the first time seeing a major change to what users see via universal or combined search, as well as the beginning of personalization and search term suggestions or query refinement.

Gord recently talked to usability people at the major search engines via a webinar which can be found at enquiroresearch.com

The “holy grail” of search is disambiguation, i.e. understanding user intent.

Four things that came out of the webinar.

Personalization holds promise, but in 2008 it’s not going to impact user experience that much. Engines like Google will continue to play with personalization in the coming year, but don’t expect much.

David Berkowitz & Gord Hotchkiss – Search Insider Summit Utah

A whirlwind conference schedule winds up this year with Mediapost’s Search Insider Summit being held in Park City Utah at the Stein Eriksen Lodge Dec 12-15, 2007.  As part of our media sponsorship duties, I caught up with conference chair, David Berkowitz from 360i and the host/MC, Gord Hotchkiss of Enquiro for a quick interview:

david-berkowitz.jpg gord-hotchkiss.jpg

Please tell us a little about yourself – a mini bio if you will.

David: I’m Director of Emerging Media and Client Strategy with 360i, the search-focused digital agency. I’ve been writing a weekly Search Insider column for MediaPost since it launched in mid-2004. For fun, I have my own blog at MarketersStudio.com, and I do a fair amount of speaking at industry events. It’s a great gig, especially with the clients I get to work with.

Friday Links 072907

iContact, formerly IntelliContact, secures $5.35 million in funding. iContact is a tool to create, send, and track email newsletters, surveys, and RSS feeds. Congratulations Ryan Allis!

Louise Rijk posts a great article on Social Media Marketing over at the Yahoo Publisher Network blog.

Todd Malicoat is at it again with 8 Simple Rules for Social Media Marketing in Business to Business Markets.

Gord Hotchkiss shares more wisdom in his Search Engine Land column with a post on, “The Slums of Search“. I think it’s safe to say you can count on one hand (after a serious shark bite) the number of people in our industry with Gord’s level of understanding about search engines and searchers.

Upcoming Search Engine Strategies events include:

Gord Hotchkiss on Connection and Community

As Media Post’s Search Insider Summit opened up, everyone fresh with coffee and battles with the bagel toasting machine, the smell of change in the search industry was in the air. Of course we know that change is a key component of search marketing and it’s what makes this industry so interesting and challenging.

Gord Hotchkiss of Enquiro, who was tasked as the event emcee, kicked off the Summit with opening remarks about search as a connection to social change. While innovations with search features and functionality are occurring every day, Gord reminds us that technology changes much faster than people do.

As an agent of change the internet has the potential of having a far greater impact than something like TV. However, we won’t see the real impact of the internet on society for 10-15 years, just like it took many years for TV to change society.

Gord Hotchkiss Search Insider Summit Interview

Spotlight on Search Interview with Gord Hotchkiss of Enquiro, SEMPO

It’s been too long since we’ve done a Spotlight on Search interview and I’m happy to say we’ve been able to catch up with world traveler and search marketing ninja master Gord Hotchkiss. He’s probably never been characterized quite that way, but there’s a first for everything. Gord is CEO of search marketing agency, Enquiro out of BC Canada and is a very busy/active speaker with a variety of industry conferences.

This isn’t Gord’s first appearance at Online Marketing Blog though, he was good enough to talk about Enquiro’s most recent analysis and eye tracking report of the major 3 search engines last year. I would highly recommend checking out this very insightful review of Google, Yahoo and MSN search results – at least until personalized search takes over. :)

SES Chicago SEO Videos – Gord Hotchkiss

In the tradition established this summer at Search Engine Strategies in San Jose, there are more video interviews here in Chicago with interesting people that work in the search marketing industry. I’ve been shooting short videos with my trusty Sony Cybershot which you can see below.

First up is Gord Hotchkiss from Enquiro who discusses a few details of their most recent eyetracking report which compares Google, Yahoo and MSN search results. Online Marketing Blog did a short review of this report in November.


You can find out more about Enquiro here and Gord writes a handy blog over at Out of my Gord.

Search Marketing Links 102906

Andy Beal comes over to the dark side and launches a new blog design using WordPress.

Rae posts an excellent interview with Brian Prince of BOTW.org.

Gord Hotchkiss of Enquiro does it again with a great article on search marketing reaching critical mass in a follow-up to his previous “Cross the Chasm” article.

Aaron Wall posts “Trusted vs Untrusted Links” and follows up with another “vs” post, “Tactical SEO vs Strategic SEO“, which is excellent, but has more to do with SEO for sites/blogs whose business model is ad revenue than advice most business web sites can take advantage of. Great advice all the same though.

3 Link Bait Lessons from a Master Link Baiter” SEO Black Hat.