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
    Bas van den Beld
    The changing SERPS and what to do with them
  • 2. Who am I?
  • 3. One sheet about me
    • NetTraject
    • 4. Search & social strategy expert, blogger, trainer, speaker
    • 5. Radioshow
    • 6. Founder Searchcowboys
    • 7. Founder Stateofsearch.com
    • 8. International blogger
  • The SERPS are changing
    How do we handle these changes?
  • 9. What is a “SERP”?
    Search
    Engine
    Results
    Page
  • 10. 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
  • 11. To understand the changes…
    You must understand how the search engines “think”
  • 12. Search engines are like humans
    If others say its good, they believe it
    Therefore links matter…
  • 13. How do search engines think?
    User intent
    Search Engines are trying to understand what the user really wants
  • 14. How do search engines think?
    Hand out the information as fast as you can
  • 15. We live in a Google World
  • 16. Google dominates Europe
    97%
    90%
    94%
    94%
    97%
    59%
    97%
    97%
    95%
    99%
    97%
    98%
    95%
    96%
    95%
    95%
    98%
    97%
    97%
  • 17. More than Google?
  • 18. 2nd largest search engine?
    Another one…
  • 19. 2nd largest search engine?
  • 20. Guess who owns YouTube…
  • 21. Guess who integrates YouTube…
  • 22. Focus on Google
  • 23. Let’s take a look at the SERPS
  • 24. 1,8 + 1
    How do users respond to this?
    Users look at a page for max 1,8 second
    Users only take 1 look
  • 25. How do users respond to this?
    Top results are important
  • 26. Google is changing
  • 27. Google is changing
    Google is looking at the user
    User intent
  • 28. There was the design change
  • 29. Google is changing
    And its not about the films
  • 30. Universal Search
    Search results pages now include
    … AND MORE
  • 37.
  • 38.
  • 39. Let’s take a good look at the changes
  • 40. Google is changing
    Research shows: images attract attention
    NL
  • 41. Google is changing
    Image search
    Google is not always right…
  • 42. Google is changing
    Video is becoming more important
  • 43. Google is changing
    Google responses to location
  • 44. Local - Places
  • 45. Google is changing
    Newsrelated articles can change in the top of the SERPS
    The placement of the News results can change, based on relevance
  • 46. Google is changing
    Users are tempted to use the suggestions
    Suggestions are based on number of searches
  • 47. Google is changing
    Results from your friends in your ‘social circle’
  • 48. Google is changing
    All elements are shown within the SERPS
  • 49. Changes in responses
    Other results are getting more attention
  • 50. More changes
  • 51. More changes
    “Realtime” becoming more important
  • 52. Realtime going to specific places
  • 53. More changes
    Personalized Search
    Rankings might change from one person to another!
  • 54. Personalized search
  • 55. Personalized search
    They are spending more time on the Google pages
  • 56. A little trick
    Cd=1
  • 57. Google’s redesign
  • 58. Google’s extra sidebar
    Different types
    Time differences
    Social or not
    Already visited pages
  • 59. Google’s extra sidebar
    In images other options
    Sizes
    Types
    Colors
  • 60. What does that mean for response?
  • 61. What does that mean for response?
    Source: http://www.explido-webmarketing.de
  • 62. What does that mean for response?
    Source: http://www.explido-webmarketing.de
  • 63. Shopping results
  • 64. Music
    Playing songs in the results
  • 65. Brands
    Vince Update: Brands
  • 66. Not all is good for Brands
  • 67. Not all is good for Brands
  • 68. Not all is good for Brands
  • 69. Search in search
    Local results
  • 70. Mobile
    Mobile is not the future, its here already
  • 71. Mobile Universal
  • 72. Mobile Suggest
  • 73. Google Goggles
  • 74. We have to change with the SERPS
    Changing the way you think is hard but important
  • 75. We have to change with the SERPS
    Don’t change and you will be lonely…
  • 76. We have to change with the SERPS
    Dare to look in different directions
  • 77. We have to change with the SERPS
    Dare to step away from your site
  • 78. We have to change with the SERPS
    Listen to your audience
  • 79. We have to change with the SERPS
    Communicate with your potential visitor
    Communicate at their place
  • 80. 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
  • 81. We have to change with the SERPS
    Twitter is not sacred but handy
    But Twitter is being indexed by the engines…
  • 82. We have to change with the SERPS
    Use YouTube
  • 83. We have to change with the SERPS
    Use images, both on and off your site
    They will recognize you
  • 84. 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
  • 85. The Sony example
    New LCD TV launched, pre-informed bloggers
  • 86. The Sony example
    Optimized video’s
  • 87. The Sony example
    At the launch they dominated the SERPS
  • 88. But I’m an affiliate, not Sony!
  • 89. Can Affiliates do this?
  • 90. The affiliate way
    Think outside of the box
    Be creative
  • 91. Dominate the results
  • 92. Next Steps?
    Be creative
    Listen to your audience
    Look outside your own site
    Look what fits you
    Dominate the SERPS!!
  • 93. Tip
    Check what Tom Critchlow said on Universal Search
  • 94. Questions?
    www.stateofsearch.com
    www.basvandenbeld.com
    www.nettraject.nl
    twitter.com/basvandenbeld
    linkedin.com/basvandenbeld
    Thanks to @jondmyers for some of the examples
  • 95. 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
  • 96. 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
  • 97. 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
  • 98. News optimisation
  • 99. 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
  • 100. 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