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

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