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The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich
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The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich

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  • 1. A4U Expo EuropeMünchen 2010<br />Bas van den Beld<br />The changing SERPS and what to do with them<br />
  • 2. Who am I?<br />
  • 3. One sheet about me<br /><ul><li>NetTraject
  • 4. Search & social strategy expert, blogger, trainer, speaker
  • 5. Radioshow
  • 6. Founder Searchcowboys
  • 7. Founder Stateofsearch.com
  • 8. International blogger</li></li></ul><li>The SERPS are changing<br />How do we handle these changes?<br />
  • 9. What is a “SERP”?<br />Search <br />Engine <br />Results <br />Page <br />
  • 10. What are we going to talk about?<br />Understanding search engines<br />A look at the changes<br />Strategies on how to handle the changes<br />Extra:<br />Some specific tips<br />Q&A<br />
  • 11. To understand the changes…<br />You must understand how the search engines “think”<br />
  • 12. Search engines are like humans<br />If others say its good, they believe it<br />Therefore links matter…<br />
  • 13. How do search engines think?<br />User intent<br />Search Engines are trying to understand what the user really wants<br />
  • 14. How do search engines think?<br />Hand out the information as fast as you can<br />
  • 15. We live in a Google World<br />
  • 16. Google dominates Europe<br />97%<br />90%<br />94%<br />94%<br />97%<br />59%<br />97%<br />97%<br />95%<br />99%<br />97%<br />98%<br />95%<br />96%<br />95%<br />95%<br />98%<br />97%<br />97%<br />
  • 17. More than Google?<br />
  • 18. 2nd largest search engine?<br />Another one…<br />
  • 19. 2nd largest search engine?<br />
  • 20. Guess who owns YouTube…<br />
  • 21. Guess who integrates YouTube…<br />
  • 22. Focus on Google<br />
  • 23. Let’s take a look at the SERPS<br />
  • 24. 1,8 + 1<br />How do users respond to this?<br />Users look at a page for max 1,8 second<br />Users only take 1 look<br />
  • 25. How do users respond to this?<br />Top results are important<br />
  • 26. Google is changing<br />
  • 27. Google is changing<br />Google is looking at the user<br />User intent<br />
  • 28. There was the design change<br />
  • 29. Google is changing<br />And its not about the films<br />
  • 30. Universal Search<br />Search results pages now include<br /><ul><li>Video
  • 31. Images
  • 32. PR/News Releases
  • 33. Maps/Local Search
  • 34. Products
  • 35. Books
  • 36. Finance</li></ul> … AND MORE<br />
  • 37.
  • 38.
  • 39. Let’s take a good look at the changes<br />
  • 40. Google is changing<br />Research shows: images attract attention<br />NL<br />
  • 41. Google is changing<br />Image search<br />Google is not always right…<br />
  • 42. Google is changing<br />Video is becoming more important<br />
  • 43. Google is changing<br />Google responses to location<br />
  • 44. Local - Places<br />
  • 45. Google is changing<br />Newsrelated articles can change in the top of the SERPS<br />The placement of the News results can change, based on relevance<br />
  • 46. Google is changing<br />Users are tempted to use the suggestions<br />Suggestions are based on number of searches<br />
  • 47. Google is changing<br />Results from your friends in your ‘social circle’<br />
  • 48. Google is changing<br />All elements are shown within the SERPS<br />
  • 49. Changes in responses<br />Other results are getting more attention<br />
  • 50. More changes<br />
  • 51. More changes<br />“Realtime” becoming more important<br />
  • 52. Realtime going to specific places<br />
  • 53. More changes<br />Personalized Search<br />Rankings might change from one person to another!<br />
  • 54. Personalized search<br />
  • 55. Personalized search<br />They are spending more time on the Google pages<br />
  • 56. A little trick<br />Cd=1<br />
  • 57. Google’s redesign<br />
  • 58. Google’s extra sidebar<br />Different types<br />Time differences<br />Social or not<br />Already visited pages<br />
  • 59. Google’s extra sidebar<br />In images other options<br />Sizes<br />Types<br />Colors<br />
  • 60. What does that mean for response?<br />
  • 61. What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
  • 62. What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
  • 63. Shopping results<br />
  • 64. Music<br />Playing songs in the results<br />
  • 65. Brands<br />Vince Update: Brands<br />
  • 66. Not all is good for Brands<br />
  • 67. Not all is good for Brands<br />
  • 68. Not all is good for Brands<br />
  • 69. Search in search<br />Local results<br />
  • 70. Mobile<br />Mobile is not the future, its here already<br />
  • 71. Mobile Universal<br />
  • 72. Mobile Suggest<br />
  • 73. Google Goggles<br />
  • 74. We have to change with the SERPS<br />Changing the way you think is hard but important<br />
  • 75. We have to change with the SERPS<br />Don’t change and you will be lonely…<br />
  • 76. We have to change with the SERPS<br />Dare to look in different directions<br />
  • 77. We have to change with the SERPS<br />Dare to step away from your site<br />
  • 78. We have to change with the SERPS<br />Listen to your audience<br />
  • 79. We have to change with the SERPS<br />Communicate with your potential visitor<br />Communicate at their place<br />
  • 80. We have to change with the SERPS<br />Make sure it fits both you and your target audience<br />Go where your visitors go, but only if it fits<br />
  • 81. We have to change with the SERPS<br />Twitter is not sacred but handy<br />But Twitter is being indexed by the engines…<br />
  • 82. We have to change with the SERPS<br />Use YouTube<br />
  • 83. We have to change with the SERPS<br />Use images, both on and off your site<br />They will recognize you<br />
  • 84. We have to change with the SERPS<br />Use bloggers<br />Blogs are well indexed and found<br />Get in touch with 'influentials'<br />If they talk about you they will find you<br />
  • 85. The Sony example<br />New LCD TV launched, pre-informed bloggers<br />
  • 86. The Sony example<br />Optimized video’s<br />
  • 87. The Sony example<br />At the launch they dominated the SERPS<br />
  • 88. But I’m an affiliate, not Sony!<br />
  • 89. Can Affiliates do this?<br />
  • 90. The affiliate way<br />Think outside of the box<br />Be creative<br />
  • 91. Dominate the results<br />
  • 92. Next Steps?<br />Be creative<br />Listen to your audience<br />Look outside your own site<br />Look what fits you<br />Dominate the SERPS!!<br />
  • 93. Tip<br />Check what Tom Critchlow said on Universal Search<br />
  • 94. Questions?<br />www.stateofsearch.com<br />www.basvandenbeld.com<br />www.nettraject.nl<br />twitter.com/basvandenbeld<br />linkedin.com/basvandenbeld<br />Thanks to @jondmyers for some of the examples<br />
  • 95. Image optimisation<br />Ensure image has keyword relevant name or it is game over at the start<br />Include Alt Attribute (alt=“keywords”) – bit dated but works!<br />Use a title/headline by your image<br />If possible, place it on separate page <br />Inbound links are always a good option <br />Include relevant text to surround it<br />Use dashes rather than underscores in multiword images names – seems to work!<br />Source: @jondmyers<br />
  • 96. Local optimisation<br />Can appear in first position pushing almost all results below fold<br />Submission to Google Local Business (Places) is a must<br />Use unique phone number as identifier<br />If you have Multiple Locations use a bulk upload sheet or XML Feed<br />Use Tracked URL on the Ad<br />Don't forget SEO of content as well!<br />Think Local optimise keywords to include location including on Tags image, Page and within URL<br />Get local links to local pages with related locality anchor text<br />Ensure high degree of relevancy in all submissions of content for local<br />Source: @jondmyers<br />
  • 97. Shopping optimisation<br />Utilise standard on page optimisation techniques<br />Construct feeds in XML (Google needs data feeds for Google Products to work)<br />Inclusion within 24 hours<br />Listings only Live for 30 days<br />Resubmit maybe once per week in bulk<br />Detail descriptions a big positive<br />Make sure the images are high quality<br />So how does Google Products work?<br />Source: @jondmyers<br />
  • 98. News optimisation<br />
  • 99. News Optimisation<br />Craft using standard SEO techniques<br />Ensure newsworthy<br />Write for it to be posted and picked up by authority sites<br />Very powerful SEO for large content sites such as Newspaper Groups<br />Sites Crawled every 5 mins for content <br />Pick and promote against buzz search from archives and submit to Google News<br />In News index within 15 mins<br />Leverage the tie 1 wires to be picked up by Reuters etc<br />And finally……submit to Google News!<br />Source: @jondmyers<br />
  • 100. Video developments<br />Google has opened their APIs to also include specific sitemaps for videos<br />It’s no longer just restricted to just YouTube and Google Videos in the SERPs<br />Can get your video (that’s hosted on your site) included in SERPs<br />Includes thumbnail of video <br />YouTube is creating a Video Site search to leverage being Number 2 Search Engine<br />Can choose to display content against specific brand channels and sites<br />Source: @jondmyers<br />

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