Differentiate or Die - the Choice is Yours

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The world of search is changing rapidly, and you can expect it to continue to change at an ever increasing pace. This presentation shows some of those changes, and talks about how you future proof your site.

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Differentiate or Die - the Choice is Yours

  1. 1. Differentiate or Die @stonetemple +Eric Enge
  2. 2. 7,780 Results! @stonetemple +Eric Enge
  3. 3. CTR by SERP Position 18.2% in position 1 1.04% in position 10 @stonetemple +Eric Enge
  4. 4. 731 Million Results ADS Popular search query – Credit Cards Google Controlled Page! @stonetemple +Eric Enge
  5. 5. Top 10 Organic Results – Credit Cards1. Creditcards.com 1. Capital One2. Visa 2. Bankrate3. Mastercard 3. Citibank4. Chase 4. Discover5. Bank of America 5. Cardratings.com @stonetemple +Eric Enge
  6. 6. Observations• 4 Ads up top• First Ad is Google controlled• 1 organic result above the fold• Approximately 731 Million results (minus 10 or 11) that don’t matter! @stonetemple +Eric Enge
  7. 7. Bonus Observation Even AMEX’ statusas a major brand was not enough! @stonetemple +Eric Enge
  8. 8. 42,700 Results! @stonetemple +Eric Enge
  9. 9. How Many Results Actually Matter? @stonetemple +Eric Enge
  10. 10. Or Maybe only 1?@stonetemple+Eric Enge
  11. 11. How About for a Locally Oriented Query? @stonetemple +Eric Enge
  12. 12. i.e. the 2 that are closest to you!@stonetemple+Eric Enge
  13. 13. If Google Gets the Rest of the Results “Wrong” … Does it matter? @stonetemple +Eric Enge
  14. 14. Enter Search, plus Your World @stonetemple +Eric Enge
  15. 15. How Many Results Matter Now? @stonetemple +Eric Enge
  16. 16. Why 4?• Only 4 non-ads above the fold• And … 3 of these come from a ranking algo that did not exist prior to January 10, 2012 @stonetemple +Eric Enge
  17. 17. @stonetemple+Eric Enge
  18. 18. The Seismic Shifts Will Continue @stonetemple +Eric Enge
  19. 19. This Device May Dissappear … @stonetemple +Eric Enge
  20. 20. … and this may rule @stonetemple +Eric Enge
  21. 21. The Browser May Fade … @stonetemple +Eric Enge
  22. 22. … and apps may rule @stonetemple +Eric Enge
  23. 23. The impact of social is already huge @stonetemple +Eric Enge
  24. 24. Enter Search, plus Your WorldWhat Happened to theRight Rail Ads? @stonetemple +Eric Enge
  25. 25. How are you going to be one of the 4? @stonetemple +Eric Enge
  26. 26. @stonetemple+Eric Enge
  27. 27. Source:kaywa.com @stonetemple +Eric Enge
  28. 28. Brand Searches @stonetemple +Eric Enge
  29. 29. Superior User Engagement @stonetemple +Eric Enge
  30. 30. Superior CTR @stonetemple +Eric Enge
  31. 31. Best Link Profile @stonetemple +Eric Enge
  32. 32. Most Discussed on the Internet @stonetemple +Eric Enge
  33. 33. Freshest Content @stonetemple +Eric Enge
  34. 34. The GOALBecome so important that the search resultsare broken if you are not in the top 4 @stonetemple +Eric Enge
  35. 35. Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751 @stonetemple +Eric Enge

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