WordStream interviews Professor Jim Jansen of Penn State University about his current Twitter research and the future of search engine marketing
Boston, MA, July 6, 2009 — In a recent interview on the WordStream Blog, Jim Jansen, assistant professor at the College of Information Science and Technology at Penn State University, discusses the current state and future of search marketing, his research on searcher “click behavior,” and the impact that Twitter could have on the search industry.
WordStream, a provider of Keyword Management solutions for pay-per click (PPC) and search engine optimization (SEO) Web marketing efforts, conducted the interview with Jansen, who is an expert on Web searching, sponsored search and personalization for information searching.
In the interview, Jansen reports that, through his recent Twitter research and analysis of Twitter “Tweets” (140 character messages sent over the Twitter network), he’s discovered that 20% of all “Tweets” are “information-seeking or providing” by nature.
“Twitter may turn out to be a really effective information source, by providing real time answers to questions from trusted sources,” says Jansen.
As an expert in user search behavior, Jansen has done extensive market research on search engines, click through rates and “click behavior” of users, particularly when it comes to PPC advertising vs. natural organic search listings. In the interview with WordStream, Jansen identifies what he sees as fundamental flaws with ad placement in search engines, like Google.
“By separating the sponsored links (paid advertisements, like Google sponsored links) from the organic links (non-advertisements), it calls attention to the sponsored links.” Jansen explains. “Some users respond to this attention in a negative way, e.g. these (sponsored links) must not be good.”
Jansen suggests that merging the organic listings and paid advertisements in a “universal search engine results page” could eliminate user bias against paid search ads.
The full transcript of the interview can be found on the WordStream Blog: http://www.wordstream.com/blog/ws/2009/07/06/jim-jansen-interview
WordStream is a provider of Keyword Management solutions for continuously optimizing and expanding PPC and SEO Web marketing efforts, involving large numbers of keywords. WordStream provides a scalable, private, online keyword workbench--which includes a keyword generator, keyword research tools and an Google AdWords keyword tool--for conducting keyword discovery, keyword suggestion, keyword research, keyword grouping, keyword organization, search marketing workflow and for turning research into action.
WordStream believes that an organization's keyword taxonomy is a valuable, proprietary asset, and that organizing, prioritizing, coordinating and executing of PPC and SEO efforts around a comprehensive, researched and up-to-date keyword taxonomy is the key to PPC and SEO success and better keyword search rankings. Keyword Management improves search marketing productivity and enables greater relevance, which enhances the value of pay per click campaigns and natural search marketing efforts.
About Jim Jansen
Jim Jansen is an assistant professor at the College of Information Science and Technology at Penn State, and an expert on Web searching, sponsored search and personalization for information searching. He has authored more than 150 publications in the area of information technology and systems.
Jansen’s upcoming research paper “Twitter Power: Tweets as Electronic Word of Mouth” will be published in the September issue of the Journal of the American Society for Information Sciences and Technology.
WordStream Press Contact:
Ken Lyons, Marketing Manager
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