Consequences of newGoogle featuresAnd 9 things to consider when approaching SEO
Google is like an onion
Several different SERPs*                                                 Logged in                    Web                 ...
Personalized search
Consequences§ You don’t rank as well as you think you are
Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions
Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions§...
Realtime search
Consequences§ Realtime-SERP present an overview in realtime
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The con...
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The con...
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The con...
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The con...
Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The con...
Instant search
Consequences§ Search ranking doesn’t change...
Consequences§ Search ranking doesn’t change...§ ...but search behavior does
Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations shoul...
Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations shoul...
Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations shoul...
Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations shoul...
Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations shoul...
Social search
Consequences§ Brands that people would like to be associated with will win
Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture netw...
Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture netw...
9 things to master when working with SEO
Geography
Target group need                    Keyword
Search volume
Commercial keywords
Competition
Product characteristics
Target group behavior
Social channels
Our own ability
Content
Rational   Emotional
Content characteristics                          bjornalberts.com
RelationshipsBild från Accelmich.org
Beyond communicationsBild från Accelmich.org
In short...Great product, nice employees & content
reveals the true identity of your brand
Thanx for listening! bjorn.alberts@halvarsson.se
Consequences of new Google features
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Consequences of new Google features

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A short presentation about a few new Google features and their possible consequences. Features: Instant-, Personalized-, Realtime- & Social Search. Also 9 things to consider when, as marketing manager, approaching SEO in genereal.

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Consequences of new Google features

  1. 1. Consequences of newGoogle featuresAnd 9 things to consider when approaching SEO
  2. 2. Google is like an onion
  3. 3. Several different SERPs* Logged in Web One Google for each country Scholar Instant Reviews Last year Discussions Last week BooksLast 24 hours Video Personal Images Finance Social circle Maps Shopping News Blogs Realtime*Search Engine Result Page
  4. 4. Personalized search
  5. 5. Consequences§ You don’t rank as well as you think you are
  6. 6. Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions
  7. 7. Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions§ Put more efforts on video and images
  8. 8. Realtime search
  9. 9. Consequences§ Realtime-SERP present an overview in realtime
  10. 10. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends
  11. 11. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed
  12. 12. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (reputation management)
  13. 13. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)
  14. 14. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)§ Search results are rolling which draw attention and generates clicks
  15. 15. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)§ Search results are rolling which draw attention and generates clicks§ Is working in smart phones like iPhone and Android-based ones
  16. 16. Instant search
  17. 17. Consequences§ Search ranking doesn’t change...
  18. 18. Consequences§ Search ranking doesn’t change...§ ...but search behavior does
  19. 19. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)
  20. 20. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before
  21. 21. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before
  22. 22. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before§ User focus might be in the middle of the page which could decrease the effect of ads to the right
  23. 23. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before§ User focus might be in the middle of the page which could decrease the effect of ads to the right§ Could be relevant to buy ads on apparently irrelevant keywords
  24. 24. Social search
  25. 25. Consequences§ Brands that people would like to be associated with will win
  26. 26. Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture networks – Relation brand
  27. 27. Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture networks – Relation brand§ Ever tried tribal marketing? The time is now.
  28. 28. 9 things to master when working with SEO
  29. 29. Geography
  30. 30. Target group need Keyword
  31. 31. Search volume
  32. 32. Commercial keywords
  33. 33. Competition
  34. 34. Product characteristics
  35. 35. Target group behavior
  36. 36. Social channels
  37. 37. Our own ability
  38. 38. Content
  39. 39. Rational Emotional
  40. 40. Content characteristics bjornalberts.com
  41. 41. RelationshipsBild från Accelmich.org
  42. 42. Beyond communicationsBild från Accelmich.org
  43. 43. In short...Great product, nice employees & content
  44. 44. reveals the true identity of your brand
  45. 45. Thanx for listening! bjorn.alberts@halvarsson.se

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