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Search Marketing Trends   What happened since May ’11?        9h30 – 09h50
Timeline overview                    2
10/2011 - Encrypted Search• What happened? -> Google begins to encrypt:     1. Searches conducted by logged in Users,     ...
11/2011 - Freshness Update• What happened?      Content Freshness is more rewarded!      Affects 35% of the Search queri...
11/2011 - Freshness Update• How did this affect me?    Fresh content on High Authority Domains will be rewarded    One mor...
11/2011 – Adspent Trends 2011• Google controls 46% of ALL Online Spending                                      * Source : ...
11/2011 – Launch of YouTube Belgium                                      7
11/2011 – Launch of YouTube Belgium                     2,2M Home page impressions,                     1,1M Unique visi...
11/2011 - Google Street View in Belgium                                          9
12/2011 – Parked Domains• What did this effect me?• How happened? -> Search Algorithm has been altered on 9  points!   Par...
01/2012 – Search + Your World• What happened?        Personal Results extended,        G+ Profiles appear in Search,    ...
01/2012 – Search Alliance Bing & Yahoo!• Search Alliance (Microsoft + Yahoo) begins first AdCenter testing  In Europe• Mic...
02/2012 – Panda 3.3 Update• What happened ?        1. New method of Link Evaluation        2. Local Search Rankings       ...
02/2012 – Panda 3.3 Update• How did this effect me?    Your organic rankings might have been effected if your back link pr...
04/2012 – Adwords Updates• More Transparency on Quality Score parameters• Adwords will automatically Match for Misspelling...
04/2012 – Penguin Update• What happened ?               New Search Algorithm to fight webspam•   How did it impact Search...
04/2012 – Penguin Update•   What should I be doing ? (on top of Panda 3.3 checks)      Re-Analyse Organic Traffic:       ...
05/2012 – Google Places merges with G+• What happened?     Google Places Page -> Google + Local Pages     Integration in...
What’s up Next ?• Launch of Google Shopping Merchant Center in  Belgium?• Google Search compagnion• New Google Adwords Int...
Questions?             21
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Gerald Claessens - The most important Search Marketing highlights of 2011. And what are the trends for 2012?

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The most important Search Marketing highlights of 2011. And what are the trends for 2012? Gerald Claessens at Search University

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Gerald Claessens - The most important Search Marketing highlights of 2011. And what are the trends for 2012?

  1. 1. Search Marketing Trends What happened since May ’11? 9h30 – 09h50
  2. 2. Timeline overview 2
  3. 3. 10/2011 - Encrypted Search• What happened? -> Google begins to encrypt: 1. Searches conducted by logged in Users, 2. Referrer data.But only on Google.com for now!• How did this affect Search Marketeers?  Loss of data and insights through WebAnalytics (or other third party tools) • Information on search query used prior to a website visit is no longer available, • Data on which page was visited prior to a visit to your website is no longer available! 3
  4. 4. 11/2011 - Freshness Update• What happened?  Content Freshness is more rewarded!  Affects 35% of the Search queries.• How did it impact Search?  Recent events or Hot topics by Authority Sites appear on Top!  Content on regular events by Authority Sites appear on Top!  Date of updates are mentioned in the SERP’s 4
  5. 5. 11/2011 - Freshness Update• How did this affect me? Fresh content on High Authority Domains will be rewarded One more thing! • Ever since July’11, Google no longer shows Twitter streams in SERP’s • Google depended on Twitters “Firehose”!• How to Benefit from Freshness Update?  Fresh Content = Opportunities to connect with “Trending Topics” (news jacking)  Pitfall(s): • Extremely Short Timings, • Requires domain authority and relevant content related to the topic! 5
  6. 6. 11/2011 – Adspent Trends 2011• Google controls 46% of ALL Online Spending * Source : Businessinsider.com 6
  7. 7. 11/2011 – Launch of YouTube Belgium 7
  8. 8. 11/2011 – Launch of YouTube Belgium  2,2M Home page impressions,  1,1M Unique visitors/day*Ratecard Based: -> Premium Placements / Volume Based • Where: Home page, Watch page and Search Page Formats (non-skippable!) • What: 20-30 seconds video + optional banner, • CPM based.Auction Based -> Performance Based (optimized through Adwords for Video) • Where: Watch page and Search Page Formats (Skippable after 5 sec!) • What: 20-30 seconds video + optional banner, • Cost per View! * Source : Metrixlab, research study November 2011 – 2000 Interviews T 15-54 8
  9. 9. 11/2011 - Google Street View in Belgium 9
  10. 10. 12/2011 – Parked Domains• What did this effect me?• How happened? -> Search Algorithm has been altered on 9 points! Parked Domains won’t show up in the search results anymore! -> parked domains can no result refinements, 1. Related query longer be exploited through the Adsense network. 2. Comprenensive indexing,• What’s in for Domain Classifier! 3. New Parked me? 4. More autocomplete predictions 1. Better quality of Natural Search Results, 5. Fresher and more complete Blog Search Results, 2. 6. For Advertisers: Original content 7. • Live Resuts For Major League Soccer and Canadian Football League Big improvement towards the inventory of the GDN, 8. ……. • Less chance of wasted adspent!. 10
  11. 11. 01/2012 – Search + Your World• What happened?  Personal Results extended,  G+ Profiles appear in Search,  People, Related Topics and Google+ Pages are linked!• How did it impact Search?  Personal Profiles andYour Circles now appear in + Pages Search Google+ Results for related activities are now pushed in People and Related Topics are linked to Google your results (G+ Only) Source: Search Engine Land.com 11
  12. 12. 01/2012 – Search Alliance Bing & Yahoo!• Search Alliance (Microsoft + Yahoo) begins first AdCenter testing In Europe• Microsoft adCenter ads are coming to Yahoo pages in France, Ireland and the United Kingdom• What’s in for me?  You can now target users of Bing in Belgium with the AdCenter.• Tip  Import your best performing campaigns from AdWords using the AdWords editor and then the bulk upload. 12
  13. 13. 02/2012 – Panda 3.3 Update• What happened ? 1. New method of Link Evaluation 2. Local Search Rankings 3. …... 40.• How did it impact Search?  Re-evaluates Link characteristics such as: • Link Title tags;, • Texting around links, • Link Type, • General backlink profile, • Link Velocity, • …..???? 14
  14. 14. 02/2012 – Panda 3.3 Update• How did this effect me? Your organic rankings might have been effected if your back link profile has flaws.• What should have done ?  Monitor your rankings (Webceo, Woorank, etc.)  Monitor Organic Traffic: • Compare Q4/2011 with Q4/2010 • Top Content pages (Organic Traffic)  Conduct a back link investigation • Analyze your incoming links: type, domain(s), page(s) • Build a plan to optimize! 15
  15. 15. 04/2012 – Adwords Updates• More Transparency on Quality Score parameters• Adwords will automatically Match for Misspellings and other variants, 16
  16. 16. 04/2012 – Penguin Update• What happened ?  New Search Algorithm to fight webspam• How did it impact Search / Me?  Decreased Rankings for over optimized pages applying: • (Meta) Keyword stuffing, • Link schemes (excessive link exchange), • Purposeful Duplicate content, • Black hat SEO (“Cloaking”, “Doorway pages” etc.), 17
  17. 17. 04/2012 – Penguin Update• What should I be doing ? (on top of Panda 3.3 checks)  Re-Analyse Organic Traffic: • Compare the period Before and After 24/04 Compare Q4/2011,  Check your Google Webmaster Central for possible notifications,  Check your On Page Optimization with Google’s Guidelines • Unique content, no keyword stuffing or over optimization of anchor text links,  Check for Duplicate content issues, • Content availabe with or and without www. or, • Duplicate on serveral domains .be vs. nl .• I am hit, what now?!  Remove over-optimized elements / get rid off bad links,  Apply for reconsideration -> GWC,  Monitor your rankings and natural traffic. 18
  18. 18. 05/2012 – Google Places merges with G+• What happened?  Google Places Page -> Google + Local Pages  Integration into Google + Interface!• What does it look like? Appearance in Search 19
  19. 19. What’s up Next ?• Launch of Google Shopping Merchant Center in Belgium?• Google Search compagnion• New Google Adwords Interface• Local Business Blog Solutions 20
  20. 20. Questions? 21

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