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A4U Expo EuropeMünchen 2010<br />Bas van den Beld<br />The changing SERPS and what to do with them<br />
Who am I?<br />
One sheet about me<br /><ul><li>NetTraject
Search & social strategy expert, blogger, trainer, speaker
Radioshow
Founder Searchcowboys
Founder  Stateofsearch.com
International blogger</li></li></ul><li>The SERPS are changing<br />How do we handle these changes?<br />
What is a “SERP”?<br />Search <br />Engine <br />Results <br />Page <br />
What are we going to talk about?<br />Understanding search engines<br />A look at the changes<br />Strategies on how to ha...
To understand the changes…<br />You must understand how the search engines “think”<br />
Search engines are like humans<br />If others say its good, they believe it<br />Therefore links matter…<br />
How do search engines think?<br />User intent<br />Search Engines are trying to understand what the user really wants<br />
How do search engines think?<br />Hand out the information as fast as you can<br />
We live in a Google World<br />
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%...
More than Google?<br />
2nd largest search engine?<br />Another one…<br />
2nd largest search engine?<br />
Guess who owns YouTube…<br />
Guess who integrates YouTube…<br />
Focus on Google<br />
Let’s take a look at the SERPS<br />
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 />
How do users respond to this?<br />Top results are important<br />
Google is changing<br />
Google is changing<br />Google is looking at the user<br />User intent<br />
There was the design change<br />
Google is changing<br />And its not about the films<br />
Universal Search<br />Search results pages now include<br /><ul><li>Video
Images
PR/News Releases
Maps/Local Search
Products
Books
Finance</li></ul>	… AND MORE<br />
Let’s take a good look at the changes<br />
Google is changing<br />Research shows: images attract attention<br />NL<br />
Google is changing<br />Image search<br />Google is not always right…<br />
Google is changing<br />Video is becoming more important<br />
Google is changing<br />Google responses to location<br />
Local - Places<br />
Google is changing<br />Newsrelated articles can change in the top of the SERPS<br />The placement of the News results can...
Google is changing<br />Users are tempted to use the suggestions<br />Suggestions are based on number of searches<br />
Google is changing<br />Results from your friends in your ‘social circle’<br />
Google is changing<br />All elements are shown within the SERPS<br />
Changes in responses<br />Other results are getting more attention<br />
More changes<br />
More changes<br />“Realtime” becoming more important<br />
Realtime going to specific places<br />
More changes<br />Personalized Search<br />Rankings might change from one person to another!<br />
Personalized search<br />
Personalized search<br />They are spending more time on the Google pages<br />
A little trick<br />Cd=1<br />
Google’s redesign<br />
Google’s extra sidebar<br />Different types<br />Time differences<br />Social or not<br />Already visited pages<br />
Google’s extra sidebar<br />In images other options<br />Sizes<br />Types<br />Colors<br />
What does that mean for response?<br />
What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
Shopping results<br />
Music<br />Playing songs in the results<br />
Brands<br />Vince Update: Brands<br />
Not all is good for Brands<br />
Not all is good for Brands<br />
Not all is good for Brands<br />
Search in search<br />Local results<br />
Mobile<br />Mobile is not the future, its here already<br />
Mobile Universal<br />
Mobile Suggest<br />
Google Goggles<br />
We have to change with the SERPS<br />Changing the way you think is hard but important<br />
We have to change with the SERPS<br />Don’t change and you will be lonely…<br />
We have to change with the SERPS<br />Dare to look in different directions<br />
We have to change with the SERPS<br />Dare to step away from your site<br />
We have to change with the SERPS<br />Listen to your audience<br />
We have to change with the SERPS<br />Communicate with your potential visitor<br />Communicate at their place<br />
We have to change with the SERPS<br />Make sure it fits both you and your target audience<br />Go where your visitors go, ...
We have to change with the SERPS<br />Twitter is not sacred but handy<br />But Twitter is being indexed by the engines…<br />
We have to change with the SERPS<br />Use YouTube<br />
We have to change with the SERPS<br />Use images, both on and off your site<br />They will recognize you<br />
We have to change with the SERPS<br />Use bloggers<br />Blogs are well indexed and found<br />Get in touch with 'influenti...
The Sony example<br />New LCD TV launched, pre-informed bloggers<br />
The Sony example<br />Optimized video’s<br />
The Sony example<br />At the launch they dominated the SERPS<br />
But I’m an affiliate, not Sony!<br />
Can Affiliates do this?<br />
The affiliate way<br />Think outside of the box<br />Be creative<br />
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Changing SERPS Basvandenbeld at A4U Expo Munich 2010

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The SERPS are changing and as an affiliate you can act on that. To be able to act on it, you need to know what happens. That is where the talk from Bas van den Beld at A4U Munich 2010 was all about.

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Transcript of "Changing SERPS Basvandenbeld at A4U Expo Munich 2010"

  1. 1. A4U Expo EuropeMünchen 2010<br />Bas van den Beld<br />The changing SERPS and what to do with them<br />
  2. 2. Who am I?<br />
  3. 3. One sheet about me<br /><ul><li>NetTraject
  4. 4. Search & social strategy expert, blogger, trainer, speaker
  5. 5. Radioshow
  6. 6. Founder Searchcowboys
  7. 7. Founder Stateofsearch.com
  8. 8. International blogger</li></li></ul><li>The SERPS are changing<br />How do we handle these changes?<br />
  9. 9. What is a “SERP”?<br />Search <br />Engine <br />Results <br />Page <br />
  10. 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. 11. To understand the changes…<br />You must understand how the search engines “think”<br />
  12. 12. Search engines are like humans<br />If others say its good, they believe it<br />Therefore links matter…<br />
  13. 13. How do search engines think?<br />User intent<br />Search Engines are trying to understand what the user really wants<br />
  14. 14. How do search engines think?<br />Hand out the information as fast as you can<br />
  15. 15. We live in a Google World<br />
  16. 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. 17. More than Google?<br />
  18. 18. 2nd largest search engine?<br />Another one…<br />
  19. 19. 2nd largest search engine?<br />
  20. 20. Guess who owns YouTube…<br />
  21. 21. Guess who integrates YouTube…<br />
  22. 22. Focus on Google<br />
  23. 23. Let’s take a look at the SERPS<br />
  24. 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. 25. How do users respond to this?<br />Top results are important<br />
  26. 26. Google is changing<br />
  27. 27. Google is changing<br />Google is looking at the user<br />User intent<br />
  28. 28. There was the design change<br />
  29. 29. Google is changing<br />And its not about the films<br />
  30. 30. Universal Search<br />Search results pages now include<br /><ul><li>Video
  31. 31. Images
  32. 32. PR/News Releases
  33. 33. Maps/Local Search
  34. 34. Products
  35. 35. Books
  36. 36. Finance</li></ul> … AND MORE<br />
  37. 37.
  38. 38.
  39. 39. Let’s take a good look at the changes<br />
  40. 40. Google is changing<br />Research shows: images attract attention<br />NL<br />
  41. 41. Google is changing<br />Image search<br />Google is not always right…<br />
  42. 42. Google is changing<br />Video is becoming more important<br />
  43. 43. Google is changing<br />Google responses to location<br />
  44. 44. Local - Places<br />
  45. 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. 46. Google is changing<br />Users are tempted to use the suggestions<br />Suggestions are based on number of searches<br />
  47. 47. Google is changing<br />Results from your friends in your ‘social circle’<br />
  48. 48. Google is changing<br />All elements are shown within the SERPS<br />
  49. 49. Changes in responses<br />Other results are getting more attention<br />
  50. 50. More changes<br />
  51. 51. More changes<br />“Realtime” becoming more important<br />
  52. 52. Realtime going to specific places<br />
  53. 53. More changes<br />Personalized Search<br />Rankings might change from one person to another!<br />
  54. 54. Personalized search<br />
  55. 55. Personalized search<br />They are spending more time on the Google pages<br />
  56. 56. A little trick<br />Cd=1<br />
  57. 57. Google’s redesign<br />
  58. 58. Google’s extra sidebar<br />Different types<br />Time differences<br />Social or not<br />Already visited pages<br />
  59. 59. Google’s extra sidebar<br />In images other options<br />Sizes<br />Types<br />Colors<br />
  60. 60. What does that mean for response?<br />
  61. 61. What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
  62. 62. What does that mean for response?<br />Source: http://www.explido-webmarketing.de<br />
  63. 63. Shopping results<br />
  64. 64. Music<br />Playing songs in the results<br />
  65. 65. Brands<br />Vince Update: Brands<br />
  66. 66. Not all is good for Brands<br />
  67. 67. Not all is good for Brands<br />
  68. 68. Not all is good for Brands<br />
  69. 69. Search in search<br />Local results<br />
  70. 70. Mobile<br />Mobile is not the future, its here already<br />
  71. 71. Mobile Universal<br />
  72. 72. Mobile Suggest<br />
  73. 73. Google Goggles<br />
  74. 74. We have to change with the SERPS<br />Changing the way you think is hard but important<br />
  75. 75. We have to change with the SERPS<br />Don’t change and you will be lonely…<br />
  76. 76. We have to change with the SERPS<br />Dare to look in different directions<br />
  77. 77. We have to change with the SERPS<br />Dare to step away from your site<br />
  78. 78. We have to change with the SERPS<br />Listen to your audience<br />
  79. 79. We have to change with the SERPS<br />Communicate with your potential visitor<br />Communicate at their place<br />
  80. 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. 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. 82. We have to change with the SERPS<br />Use YouTube<br />
  83. 83. We have to change with the SERPS<br />Use images, both on and off your site<br />They will recognize you<br />
  84. 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. 85. The Sony example<br />New LCD TV launched, pre-informed bloggers<br />
  86. 86. The Sony example<br />Optimized video’s<br />
  87. 87. The Sony example<br />At the launch they dominated the SERPS<br />
  88. 88. But I’m an affiliate, not Sony!<br />
  89. 89. Can Affiliates do this?<br />
  90. 90. The affiliate way<br />Think outside of the box<br />Be creative<br />
  91. 91. Dominate the results<br />
  92. 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. 93. Tip<br />Check what Tom Critchlow said on Universal Search<br />
  94. 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. 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. 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. 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. 98. News optimisation<br />
  99. 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. 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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