Four Search Engines Marketers Should Know About
Four Search Engines Marketers Should Know About
by

You’ve heard of search engine optimization on sites like Google, Bing, and now even Twitter; the question is, what’s next? Marketers in the digital age need data and content, and there are lots of innovative tools coming out to organize the vast amount of stuff that’s out there. Here are four search engines that will be making huge waves in search by 2012:

OneRiot – The Real-Time Search Engine

The Pitch: “OneRiot crawls the links people share on Twitter, Digg and other social sharing services, then indexes the content on those pages in seconds. The end result is a search experience that allows users to find the freshest, most socially-relevant content from across the realtime web.”

Why you should pay attention: OneRiot gets roughly half a million visits per month, according to data provided by Compete and Quantcast. That doesn’t seem like much, but it doesn’t count the traffic from Yahoo real-time search (which OneRiot built) and mobile real-time traffic through a service called Taptu. The company also recently launched an ad network that provides ads based on the trending topics of the moment.

How marketers can use OneRiot:

  1. Track keywords in real-time – One of my clients has two natural soda brands, so I use the term “natural soda” to stay up-to-date on news and trends in the industry and across the web.
  2. Find influencers – OneRiot shows you who tweeted the story first, indicating who the influencers for your keyword phrase are.
  3. Find publications to pitch – OneRiot shows you which publication published the popular story – you can use that information to create a list of publications you want to target.
  4. Follow your industry – Use keyword searches to keep track of breaking news about or from your competitors that you may need to respond to.
  5. Find information your fans/followers would appreciate – Use keywords to see what articles are popular and relate to your brands, then tweet them from the brand’s account.
  6. Create content people like – OneRiot is the ultimate source on how to write popular articles in your niche – you can learn a lot by studying the articles that are coming to the top and emulate the style and formatting.

Check out OneRiot at http://oneriot.com

Wolfram|Alpha – The Computational Search Engine

The Pitch: “Wolfram|Alpha’s long-term goal is to make all systematic knowledge immediately computable and accessible to everyone. We aim to collect and curate all objective data; implement every known model, method, and algorithm; and make it possible to compute whatever can be computed about anything.”

Wolfram’s Alpha version allows users to compute their search engine results, rather than find links that will give them the information. For example, you can use Wolfram to find the phase of the moon from the day you were born in just seconds.

Why you should pay attention: Wolfram gets about half a million visits to their website each month, similar to OneRiot. Their iPhone app is priced at $1.99 (formerly $50 because it can replace your graphing calculator, and then some). The computational aspect of Wolfram is powerful, and the visual organization of data is a great tool for any marketer.

How marketers can use Wolfram:

  1. Integrate visual data into your company blog, website, or presentations – Infographics are a great way to demonstrate a point, and Wolfram is capable of creating very pretty ones.
  2. Conduct market research and make comparisons – You can compute lots of information about various companies and products in seconds – for example, type in “Big Mac vs. Whopper.” You might be surprised how much data there is.
  3. Build separate website properties that are useful to your consumers – There is opportunity to partner with Wolfram to create a niche-based search engine for your company, or even a widget that can be embedded into your site. An application is if a company like Enterprise wanted to incorporate a widget that let users calculate the distance between two cities with one-click.
  4. Create an internal knowledge base of data – Wolfram’s corporate services include setting up an internal search engine that can store and compute company data. You could capture accounting data, marketing data, line production data, and more with this service.
  5. Analyze corporate information for faster, data-driven decision-making – If you had accounting, marketing, or line production data at your fingertips as an analyst, imagine how much faster and more in-depth you could do your job.

Check out Wolfram|Alpha at http://wolframalpha.com/

Book of Odds – The Research-Driven Content Provider

Pitch: “It is a destination where people come to learn about the things that worry or excite them, to read engaging and thoughtful articles, and to participate in a community of users that share their interests and ambitions. It contains hundreds of thousands of Odds Statements, from the odds of being the only one to survive a plane crash, to the odds of having a heart attack, to the odds of having ever eaten cold pizza for breakfast.”

Why you should pay attention: Book of Odds is a search engine three years in the making that helps people learn more about the odds of every day life. It’s not getting much traffic now, but I think the potential as both a research and credibility tool as well as a marketing too is quite strong.

How marketers can use Book of Odds:

  1. Brainstorm ideas for your company blog – Book of Odds takes you places you don’t expect to go. I hang out here sometimes when I’m stuck on ideas for my blog or when I just want to learn something completely new.
  2. Integrate visual data into your company blog, website, or presentations – Like Wolfram|Alpha, Book of Odds is a great place to find data-driven visuals.
  3. Find funs facts to incorporate into research and reports – For example, “The odds that an adult is a baseball fan is 1 in 2.22” has to be useful somewhere in your career, right?
  4. Suggest odds about your company or brand – Can you imagine if this tool had been around during the Harry Potter craze, when everyone was trying to figure out the odds on various characters dying? You can come up with tons of ways to tie your brand to odds, and Book of Odds has a tool to submit the information directly to it’s search engine.

Check out Book of Odds at http://bookofodds.com/

Evri – The Contextual, Widgetized Search Engine

Pitch: “Evri’s automated content delivery capabilities will help you drive up user engagement, increase page views, and decrease costs. Our platform is designed to help you solve tough problems.”

Why you should pay attention: Evri gets roughly half a million visits per month and has partnerships with major news sites like the Washington Post. Evri also recently acquired the web semantics talent of search engine start-up Twine, which helps you “join groups based on what youíre searching for and connect with people who are searching for the same things.”

How marketers can use Evri:

  1. Get a visual mock-up of all the latest news on one keyword – Evri is a bit like a newspaper that only talks about one subject – the keyword you give it. It incorporates videos, pictures, headlines, blog posts, twitter updates, and more into a mash-up that quickly gives you a snapshot of the subject you’re searching about.
  2. Get data on keywords over a 30-day period – for larger search terms like “Tiger Woods,” Evri let’s you browse through the keyword trend history for the past month.
  3. Put contextual results on your blog or website – Evri offers corporate and partner services to bring more functionality to your website and provide users more content value.
  4. Integrate widgets with your social media accounts – Evri’s selection of widgets can be plugged in anywhere that accepts HTML and JavaScript.

Check out Evri at http://evri.com

Have you heard of any other good search engines out there? As marketers, what other search engine tools do you want to see in the future?

Monica O’Brien is the author of Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It. She also serves as the Director of Digital at Fizz, a word of mouth marketing agency. You can also read Monica’s blog, Social Pollination.

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    As with all things it’s about whether the efforts and resources being devoted are being focused on the right things and in the right way. It’s all about quality of effort. Effective SEO is tailored to the client, not a list of bullet points that is the same for every site.

    Thanks for gathering this info Eric; lots of good stuff here. It’s funny how much hype there is around the downfall of SEO and that social media is what really matters. Point number 10 above about search driving more than 300% more traffic than social media shows that the need for high quality SEO is very much alive and well.

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  • I’m bookmarking this site and checking out all 4 search engines you’ve suggested. I never heard of any of them but knew there must be something good out there.

    Dave Crutcher
    http://StockPrices.net

  • Given recent updates by Google (most notably the caffeine update), sites like OneRiot don’t really have a unique search aspect anymore.

  • Great information!

  • Love Evri and oneRiot!

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  • These are awesome. I am definitely going to check out OneRiot right now.

    • it sucks that oneriot is a paid service.

  • Thanks for the post, I will try and use those search engines!!

  • TheSocialFirm

    Great article, I will definitely try those search engines out.

    Thanks

  • Very nice article Jason. I work with small business owners teaching them how to leverage the Internet and increase their sales with social media list building. I am always searching for more great information on social media list building because their is always another new angle that is just around the corner and you don’t want to miss it. Again thanks for the great content.
    Dennis Hampton

  • Excellent post. Quality resource

  • Excellent post Monica. Great Info.

    I'll surely try these search engines in future. It's also quite fun in browsing with different search engines every time.

    Thanks.

  • great post Monica. Keep It up ! you miss one i thing i.e addict-o-matic in list. It combined information from other search engines like news sites and social media.

  • Great info here Jason. OneRiot is an excellent tool for real-time, trending topics.

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  • Great info – thanks for compiling it! One more to add to the list is http://addictomatic.com/ . I show this to people a lot as “your other website” since it aggregates information from across other search engines, news sites and social media streams.

  • Great info – thanks for compiling it! One more to add to the list is http://addictomatic.com/ . I show this to people a lot as “your other website” since it aggregates information from across other search engines, news sites and social media streams.

  • That is my afternoon gone trying out these engines! Will have a look before I come back and comment.

  • That is my afternoon gone trying out these engines! Will have a look before I come back and comment.

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  • Great article. I like it that these are not your typical engines and that they offer something totally different to contextualized search.

  • Great article. I like it that these are not your typical engines and that they offer something totally different to contextualized search.

  • I love trivia so I'm sure the Book of Odds will come handy.
    It's useful to browse other search engines sometimes, thanks for the post!

  • I love trivia so I'm sure the Book of Odds will come handy.
    It's useful to browse other search engines sometimes, thanks for the post!

  • Nice write up, Monica. Thanks. Keep an eye on Topsy, too (as mentioned by dragonblogger). They don't show much in the UI right now, but I've had a great opportunity to talk with a couple of their smart dudes who are building it. They're working on some very cool things as far as power behind the search engine. I expect them to be a big emerging player.

  • Nice write up, Monica. Thanks. Keep an eye on Topsy, too (as mentioned by dragonblogger). They don't show much in the UI right now, but I've had a great opportunity to talk with a couple of their smart dudes who are building it. They're working on some very cool things as far as power behind the search engine. I expect them to be a big emerging player.

  • stephaniepage

    Great article Monica! Thanks for sharing these tools for marketers.I can't wait to try them and I'll share this info with my Advanced Interactive Marketing program class on twitter and Facebook!

  • stephaniepage

    Great article Monica! Thanks for sharing these tools for marketers.I can't wait to try them and I'll share this info with my Advanced Interactive Marketing program class on twitter and Facebook!

  • dragonblogger

    Very interesting, I had not heard of oneriot.com before and will do some search experimentation. I also have heard of loud3r, but hadn't used it. I had currently been using Topsy or LeapFish for my real time searches.

  • dragonblogger

    Very interesting, I had not heard of oneriot.com before and will do some search experimentation. I also have heard of loud3r, but hadn't used it. I had currently been using Topsy or LeapFish for my real time searches.

  • Thanks for the tip Robert!

  • Thanks, that's a more detailed explanation than I gave – hope it helps, Megan!

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  • whunsinger

    Kevin,
    thanks for this comment, I could not have said it better myself.
    -Will
    CEO, Evri

  • whunsinger

    Monica and Megan,
    Evri is similar to Google Alerts in that it proactively searches the web for topics of interest to you, but instead of looking for individual articles that have a keyword or keywords in them, Evri uses semantic analysis (NLP) to deliver intelligent streams of content (ongoing real time results.) In the Tiger Woods example, Evri “knows” tiger is a golfer, athlete, etc. and who he is related/connected to at any point in time, so delivers intelligent, contextual results for topics related to tiger even if the KW Tiger Woods doesnt appear in the article.

  • Hi, I work at OneRiot and wanted to share another really useful way of leveraging our realtime search engine for marketing:

    What's popular by domain is a great way to discover the things pulsing on your website. For example, if I enter “site:socialmediaexplorer.com” into the search box on oneriot.com it returns a ranked list of pulsing stories from the domain socialmediaexplorer.com.

    Try it, and if you have other ideas on how you would like to access realtime data email me at robert@oneriot.com.

    Have Fun

    Robert

  • Hi, I work at OneRiot and wanted to share another really useful way of leveraging our realtime search engine for marketing:

    What's popular by domain is a great way to discover the things pulsing on your website. For example, if I enter “site:socialmediaexplorer.com” into the search box on oneriot.com it returns a ranked list of pulsing stories from the domain socialmediaexplorer.com.

    Try it, and if you have other ideas on how you would like to access realtime data email me at robert@oneriot.com.

    Have Fun

    Robert

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  • Mike, I've used those other services too – OneRiot is my favorite, but the other ones are great resources as well!

  • Josh, let me know how things work out for you! I'm still exploring these tools myself.

  • Josh, let me know how things work out for you! I'm still exploring these tools myself.

  • Thanks for sharing it Adam!

  • Thanks for sharing it Adam!

  • Megan,

    Evri is a little different than Google Alerts – it's not as keyword based and gives you information that would be related to your topic, not just your topic (type in Tiger Woods – you'll see what I mean).

  • Megan,

    Evri is a little different than Google Alerts – it's not as keyword based and gives you information that would be related to your topic, not just your topic (type in Tiger Woods – you'll see what I mean).

  • Thanks Lowell. Feel free to email me at monica@monicaobrien.com to discuss further

  • Monica. Great post. I'd like to invite you to check out Loud3r. Loud3r is designed as a content aggregation and curation tool for marketers and publishers. Marketers can easily follow 100s or 1000s of keywords while also automatically screening out irrelevant terms, foreign language or other junk from the stream. Let's set you up with a test account so you can compare us to Evri and OneRiot.

    Lowell Goss
    CEO, Loud3r

  • Monica. Great post. I'd like to invite you to check out Loud3r. Loud3r is designed as a content aggregation and curation tool for marketers and publishers. Marketers can easily follow 100s or 1000s of keywords while also automatically screening out irrelevant terms, foreign language or other junk from the stream. Let's set you up with a test account so you can compare us to Evri and OneRiot.

    Lowell Goss
    CEO, Loud3r

  • Excellent post..thank you!

  • Excellent post..thank you!

  • Evri looks like it's a great way of finding and presenting information. I'll definitely go check it out.

    Thanks for filling us in!

  • Evri looks like it's a great way of finding and presenting information. I'll definitely go check it out.

    Thanks for filling us in!

  • The book of odds looks interesting. Thanks for sharing all these great new search engines. Evri kinda works like google alert right?

  • The book of odds looks interesting. Thanks for sharing all these great new search engines. Evri kinda works like google alert right?

    • Megan,

      Evri is a little different than Google Alerts – it's not as keyword based and gives you information that would be related to your topic, not just your topic (type in Tiger Woods – you'll see what I mean).

      • whunsinger

        Monica and Megan,
        Evri is similar to Google Alerts in that it proactively searches the web for topics of interest to you, but instead of looking for individual articles that have a keyword or keywords in them, Evri uses semantic analysis (NLP) to deliver intelligent streams of content (ongoing real time results.) In the Tiger Woods example, Evri “knows” tiger is a golfer, athlete, etc. and who he is related/connected to at any point in time, so delivers intelligent, contextual results for topics related to tiger even if the KW Tiger Woods doesnt appear in the article.

        • Thanks, that's a more detailed explanation than I gave – hope it helps, Megan!

  • Great article, hey I came across this post while googling the web for free downloads. Thanks for sharing I’ll post this to my facebook about this too. Thanks

  • Great article, hey I came across this post while googling the web for free downloads. Thanks for sharing I’ll post this to my facebook about this too. Thanks

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  • Kevin, that's a great point about Evri. I like that they specialize in the semantic web. Each of these search engines has a unique use and covers a niche that Google et al. are not covering, and I think you are right – a lot of the convergence will be around real-time over the next 1-2 years.

  • Haha, that's funny. The search engines are way too fun to play around with… distracting! But I'm looking forward to creating presentations with these tools especially.

  • Rachel Vincent

    Thanks for sharing! I may or may not get any work done today. I'm already completely addicted to Wolfram and I'm really excited to try to rest.

  • Thanks for sharing! I may or may not get any work done today. I'm already completely addicted to Wolfram and I'm really excited to try to rest.

    • Haha, that's funny. The search engines are way too fun to play around with… distracting! But I'm looking forward to creating presentations with these tools especially.

  • Thanks for the recommendations. I only knew about Wolfram prior to reading the post, but am very excited to have a few new tools in my arsenal now.

  • Thanks for the recommendations. I only knew about Wolfram prior to reading the post, but am very excited to have a few new tools in my arsenal now.

    • Josh, let me know how things work out for you! I'm still exploring these tools myself.

  • kevinmcfall

    Definitely a timely topic and the sites covered definitely fall squarely in the realm of search engines to watch, but I think to add on to this discussion, it might also make sense to tout Evri's additional value which is in the discovery space. While search has been relegated to seek and find, what social has enabled when combined with search is the notion of discovery. Not only does one seek and find what they are looking for, but they are also afforded the opportunity to have additional, relevant and contextual content consumption opportunities put before them by friends in their networks and/or others interested in similar topics. This notion of discovery formulates the basis of the next huge value proposition/trend of the web – the semantic web, where meaning is divulged from all of the great social conversations and engagement taking place every milli-second. That is what I believe is the bigger story around the value search engines will have in the next six to 18 months.

  • kevinmcfall

    Definitely a timely topic and the sites covered definitely fall squarely in the realm of search engines to watch, but I think to add on to this discussion, it might also make sense to tout Evri's additional value which is in the discovery space. While search has been relegated to seek and find, what social has enabled when combined with search is the notion of discovery. Not only does one seek and find what they are looking for, but they are also afforded the opportunity to have additional, relevant and contextual content consumption opportunities put before them by friends in their networks and/or others interested in similar topics. This notion of discovery formulates the basis of the next huge value proposition/trend of the web – the semantic web, where meaning is divulged from all of the great social conversations and engagement taking place every milli-second. That is what I believe is the bigger story around the value search engines will have in the next six to 18 months.

    • Kevin, that's a great point about Evri. I like that they specialize in the semantic web. Each of these search engines has a unique use and covers a niche that Google et al. are not covering, and I think you are right – a lot of the convergence will be around real-time over the next 1-2 years.

    • whunsinger

      Kevin,
      thanks for this comment, I could not have said it better myself.
      -Will
      CEO, Evri

  • I have nothing else to say, but “thank you!” I'm going to save this post.

  • anoll

    I have nothing else to say, but “thank you!” I'm going to save this post.

  • I've only heard of Wolfram Alpha Monica. One Riot sounds pretty cool as far as real-time search goes. Reminds me of Social Mention or Ice Rocket, two awesome solutions.

  • I've only heard of Wolfram Alpha Monica. One Riot sounds pretty cool as far as real-time search goes. Reminds me of Social Mention or Ice Rocket, two awesome solutions.

    • Mike, I've used those other services too – OneRiot is my favorite, but the other ones are great resources as well!

  • printedenvelopes

    It looks as though we have a lot to look forward too!

  • printedenvelopes

    It looks as though we have a lot to look forward too!

    • Dear friend,

      Why
      do you see
      http://www.hedaet.com?

      1. http://www.hedaet.com Important social Web sites. There are (Forum) write subject that can be given in any advertisement.
      Such as friendship, Bride, Groom,
      Buy-sale, employment, and a house
      to rent, with teach want any of the other)
      2. It’s Like
      Facebook button, and
      I have the box.
      Instantly your comment
      will appear.
      3. Based on 12000
      Web site address
      (link directory).
      4. Seconds per
      page for translation in any language.
      5. About 600
      pages of information and knowledge about testing
      are discussed. Once you see it http://www.hedaet.com
      ,  Click start
      Like the button,
      not the comment
      box.