Joint comScore & RankAbove Webinar on Blended Search and the News Rules of Engagement

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This joint RankAbove comScore webinar deck looks at the growth of blended or universal search as it is radically changing the rules of engagement as page 1, position 1 is no longer the gold standard …

This joint RankAbove comScore webinar deck looks at the growth of blended or universal search as it is radically changing the rules of engagement as page 1, position 1 is no longer the gold standard for successful SEO strategies.

On the big 3 search engines between September and October of 2010, over 30% of the results pages contained blended results. As a result, marketers are leveraging rich media to engage consumers and monetize Search in new ways.

Eli Goodman from comScore and Eli Feldblum from RankAbove discussed how SEO professionals can use blended search to boost click-through-rates, even from page 2.

This webinar deck offers some powerful insights which could be implement right away and included:

* Search engagement and what it means for Search marketers

* How and why search engines treat rich media differently, and what it means for you

*Techniques and strategies for using rich media to optimize your Search campaigns

More in: Technology
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  • 20% more likely to be buyers

Transcript

  • 1. Blended Search and the New Rules of Engagement
    Eli Goodman & Eli Feldblum
    October, 14 2010
  • 2. Our Presenters
    Eli Feldblum
    CTO & Co-Founder
    RankAbove
    Eli Goodman
    Search Evangelist
    comScore, Inc.
  • 3. comScore Customer Knowledge Platform:
    A granular 360 view of the multitude of online activities of 2MM global users
    Designed to be representative of the total online population.
    TRUSTe certified for information privacy & security.
  • 4. About RankAbove
    RankAbove optimizes rich media, builds video site maps, consults on search engine optimization, and provides business intelligence software.
    • RankAbove is a software and professional services firm specializing in large scale SEO for major brands and corporations that have websites with tens of thousands of pages.
    • 5. RankAbove's Drive business intelligence software lets you dig deeper into information already at your fingertips: do competitive analysis, run reports, and make predictions based on past performance. Drive saves corporations time and money while increasing ROI from natural search traffic. Put your business in Drive.
  • Agenda
    What is Blended Search?
    • Blended Search Statistics
    • 6. Totals
    • 7. Engines
    • 8. Growth
    • 9. Click-Through Rates
    Rich Media
    • How Does Google Treat Rich Media?
    • 10. How Do Users Treat It?
    • 11. What Can It Do For Your Business?
    • 12. How Do You Do It?
  • What is Blended Search?
    * Source: SEOSOS Blog, Wordpress
    Blended search, also known as “Universal Search” or “Search 3.0,″ is incorporating results from non-web sources (like books, videos and images) into the regular web search results.
  • 13. How Often Do We See Blended Results on the Big 3 Engines?
    Source: comScore Custom Analytics
    1/3 of all Searches displayed a Blended Result
    33%
  • 14. How Does Blended Search Differ by Search Engine?
    Source: comScore August 2010
    (MM)
    33%
    Over 50% of all Bing searches came back with Blended Results!
    Google’s % YOY is down from 40% in August 10
  • 15. What are The Top 5 Most Common Blended Results?
    Total Pages containing each category in August 2010
    1.4 B
    Source: comScore Custom Analytics, August 2010
  • 16. What are the Fastest Growing Types of Blended Results?
    Source: comScore Custom Analytics, August 2010
    229%
  • 17. Click-Through Rates – Blended vs. Non Blended
    Source: comScore Custom Analytics, August 2010
    Pages with Blended Results = 101% Click-Through Rate *
    Pages with no Blended Results = 110% Click-Through Rate *
    Why?
    *Searchers clicking on multiple results from their 1 search = 100% + CTR
  • 18. Click-Through Rates – Pages with Blended Results
    Source: comScore Custom Analytics, August 2010
    Certain Types of Blended Results do not require Clicks
    Lowest Click-Through Rates per Pages Displayed
    • Stocks – 66%
    • 19. Maps – 73%
    • 20. Dictionary/Def/Answer – 80%
    Highest Click-Through Rates per Pages Displayed
    • Shopping – 126%
    • 21. Local – 107%
    • 22. Real Time Results – 107%
  • Does the Presence of Shopping Blended Results Impact the Paid Search Click-through Rate?
    Source: comScore August 2010
    Overall Paid Click-Through Rate: 9.2%
    Overall Paid Click-Through Rate when a blended result of any kind is displayed: 8.7%
    Overall Paid Click-Through Rate when no blended result is displayed: 9.3%
    Paid Click-Through Rate when “Shopping” Blended Results are displayed: 27%
    Not all Blended Results are created equally. Different strategies for different types of campaigns…
  • 23. Rich Media – It Does Make a Difference
    Video viewers are 20% more likely to make a purchase online
    Buyers per visitor vs. video viewer
    20%
    21%
    22%
    22%
    22%
  • 24. Agenda
    What is Blended Search?
    Rich Media
    • How Does Google Treat Rich Media?
    • 29. How Do Users Treat It?
    • 30. What Can It Do For Your Business?
    • 31. How Do You Do It?
  • Search Engines Love Rich Media
  • 32. Google Gives Rich Media An Unfair Advantage
  • 33. Users Love Rich Media Too
    Blended Results Garner Much Higher Click-Through Rates Than Regular Results
  • 34. Users Especially Love Images & Video
    CTR
    19%
    18%
    12%
  • 35. Image Results are Amazing, Sometimes
  • 36. Video Drives Click-Through Rates
    Across all positions, video results with thumbnails generate higher CTRs
  • 37. Video Especially Help Results in Lower Positions
  • 38. Video Works Even Better With Google Instant
    Video Traffic up 28% across the board!
  • 39. Which Would You Click?
    CollegeHumor formatted its videos so that Google understood they were videos.
    Once they did, and thumbnails began being displayed in the SERPS,
    CTRs went way up.
    After all, which would you click?
    Vs.
  • 40. Post-Click Engagement
    Video Users stay on the site longer, visit more pages, bounce less often—and even buy more!
  • 41. How to Add Content
    Video
    People like videos; they are good for eCommerce sites too, not just content
    Create video content
    Create & Submit a Video Sitemaps
    Mark up videos with microformats to let the Search Engines know they are vidoes
    Pictures
    Pictures benefit some sites, not all
    Make sure there is a reason to see the next photo
    News
    Submit site to Google News
    Products
    Submit data feed to Google Base
  • 42. How to Optimize Rich Media Content
    Video
    Make sure your sitemaps and/or microformats are correct.
    Make sure your URLs are not too long
    Your videos must be family-friendly
    Choose a good thumbnail
    You need textual content too: transcripts, tags, titles, comments, translation, etc…
    Regular SEO for the page
    Use multiple navigational paths: hierarchical, folksonomic& supplemental
    Images
    Alt tag, image name, title and content on the page around the image
    Add more data: EXIF, tags, context, captions and more
    Others
    Correct formats
    Keep track of new blends, like episodes
  • 43. What Does the Future Look Like?
    www.rankabove.com
  • 44. RankAbove Data Sample
    RankAbove Looked at 10 Sites Over Six Months. Monthly, We Analyzed:
    150MM+ Visits from SEO
    20MM+ Video Hits from SEO
    100K+ Image Hits from SEO
    1MM+ Keywords
    100K Tracked Rankings
  • 45. Thank you!
    Eli Goodmanegoodman@comscore.com@LosBuenosEli Feldblumeli@rankabove.com