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January 2012
• Get Universal!    • Video (with Sitemaps)    • Images (with Sitemaps)    • News (with Sitemaps)    • Products (with Feed...
Blended Results Garner Much Higher Click-Through Rates Than Regular Results      Blended                                  ...
90%80%70%60%50%       Images40%30% 20%                Video 10%                        News  0%                           ...
Personalities/Fashion                                 91%Products/Commerce           8% CTR                 43%           ...
Across all positions, video results with thumbnails generate higher CTRs        20%                                       ...
45%40%35%30% 25% 20% 15%  10%      5%      0%           1               2                   3                       4     ...
20%25.0%                            Buyers per visitor vs video viewer20.0%15.0%              21%   22%   22%10.0%        ...
Video Users stay on the site longer,visit more pages and bounce less often
Page 1   Page 2
Video                                    Sitemap                       mRSS                      SitemapVideo Sitemaps are...
Universal Search displays video results:• In batches on the first page. Up to 6 results in 10-result SERPs and up to 10res...
• Universal Search Results are Regular Results that areinterpreted differently by Google• Regular SEO Applies – the page, ...
Eli Feldblumeli@rankabove.com052-573-4877@FeldBum
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
Universal Search Update for 2012
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Universal Search Update for 2012

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Transcript of "Universal Search Update for 2012"

  1. 1. January 2012
  2. 2. • Get Universal! • Video (with Sitemaps) • Images (with Sitemaps) • News (with Sitemaps) • Products (with Feed)• Embrace XML • That’s what those above feeds and sitemaps are.• Update Your Content • Google loves fresh content. • Especially fresh rich media.• Use Schema • Seriously. Do it now. You have some sort of internet- connected device with you. • There is a schema for everything.
  3. 3. Blended Results Garner Much Higher Click-Through Rates Than Regular Results Blended 38% Regular 12% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  4. 4. 90%80%70%60%50% Images40%30% 20% Video 10% News 0% Text
  5. 5. Personalities/Fashion 91%Products/Commerce 8% CTR 43% 1.87 1:41 87% 1.03 0:22 Bounce Rate Depth Length
  6. 6. Across all positions, video results with thumbnails generate higher CTRs 20% 19% 18% 16% 14% 12% 12% 10% 8% 6% 4% 2% 0% Text Video
  7. 7. 45%40%35%30% 25% 20% 15% 10% 5% 0% 1 2 3 4 5 6 7 8 9 10 Page 2 Video CTR Text CTR
  8. 8. 20%25.0% Buyers per visitor vs video viewer20.0%15.0% 21% 22% 22%10.0% 22% 5.0% 21% Total Internet 0.0% Video Streamers
  9. 9. Video Users stay on the site longer,visit more pages and bounce less often
  10. 10. Page 1 Page 2
  11. 11. Video Sitemap mRSS SitemapVideo Sitemaps are just like regular XML Sitemaps:• Must be submitted or listed in Sitemap Index or Robots.txt file• Include New Tags: • Content, Player & Thumbnail Location • Title, Description, View Counts, Duration & Rating • Tags & Categories • Family-Friendly
  12. 12. Universal Search displays video results:• In batches on the first page. Up to 6 results in 10-result SERPs and up to 10results on larger SERPs. Those batches count as results. This is a major changefrom previous Universal Search behavior.• Integrated results from page 2 and on. Up to 8 results with playable thumbnailson each 10-result page.• Only when a sites uses a video sitemap or a mRSS file, and includes athumbnail• Only if the URL is not truncated – it must be less than 60 characters•Only if the video is family-friendly (as defined by you; don’t be too conservative)
  13. 13. • Universal Search Results are Regular Results that areinterpreted differently by Google• Regular SEO Applies – the page, not the video, must havegood on-page factors (title, URL, header) and off-page factors(backlinks)• Supplement Your Video with text, like transcripts, commentsand more• Multiple Paths of Navigation • Hierarchical: Category  Sub-Category  Your Video • Folksonomic: Tags, “People Who Liked,” Top in Category, Similar • Supplemental: Author, Publisher, Date
  14. 14. Eli Feldblumeli@rankabove.com052-573-4877@FeldBum
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