John S. Wolfe

Search guru Danny Sullivan speaks to the AZIMA crowd of 210 on Oct. 12 at the Scottsdale Hilton.

It seems like Danny Sullivan has been writing about search engines and search marketing since before search was even created.

The editor-in-chief of Search Engine Land and blogger at Daggle.com, a former journalist with the Los Angeles Times and Orange County Register, has been watching the industry’s development since 1995.

He’s been especially busy over the last few years as Google as expanded its search offerings and Microsoft’s Bing has attempted to grab more market share. Search has moved well beyond keywords and one’s place in search results.

Sullivan addressed trends in search marketing as the featured speaker of the Oct. 12 meeting of the Arizona Interactive Marketing Association at the Scottsdale Hilton. His hour-long presentation was a primer on topics like real-time search, the possibilities ahead for Facebook and Google, and what’s happening in mobile.

Despite talk that Google may be losing market share, he noted that the volume of searches has exploded every year and Google still gets the majority of hits.

Microsoft’s Bing seems to be making some headway, but Sullivan cautioned that its surge may be the result of a massive TV campaign. Yahoo, Microsoft’s partner and the early search leader, seems to be scrambling to find its niche.

He is studying the new Google Instant, which is affecting how searches take place.

“Each keystroke could now be considered a search,” he said in disbelief. “So this will really screw up the metrics.”

On Real-Time Search:

Sullivan also told that crowd that the days of a uniform search – in which every user sees the same results – is “dead.” The search engines are using cookies and past searches and users’ demographics to hone searches for the individual, in an effort to make them more relevant and valuable.

On Personal Search:

Sullivan said social media is providing a different approach to search.

To get answers on a subject two decades ago, an individual might go to the library or consult with one or two friends or professionals.

Now, with Twitter and Facebook, people can ask questions and get answers at a speed never seen before.

“We’ve replaced all that,” he said. “It’s the revolution we don’t fully appreciate.”

On “Anybody Know?” Search:

A lot of people are talking about Facebook as a challenger to Google. Sullivan likes to clarify the premise.

“Facebook is not a search engine,” he said. “It won’t rival Google on the search front.”

He added that Facebook is very successful at keeping users on the site (and seeing advertising). Why would they want to steer users off the site?

Each has a niche and an audience, and users may not want them to do the same things, he said. People like choice.

On Google vs. Facebook:

The use of social media applications is also having an impact on local searches, he said.

On Mobile Search:

Sullivan shared some thoughts on where he sees search marketing going over the next three to five years.

On Giving Answers through Search Marketing:

On How Search Will Evolve:

AZIMA president Arnie Kuenn of Vertical Measures speaks to the crowd of 210 before Danny Sullivan’s presentation.