Consequences of new Google features

822 views

Published on

Presentation of real time search, instant search, social search & personalized search. Outline some potential consequences of these features together with 9 things to consider when approaching SEO as a communications or marketing manager.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
822
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Consequences of new Google features

  1. 1. Consequences of newGoogle featuresAnd 9 things to consider when approaching SEO
  2. 2. Google is like an onion
  3. 3. Several different SERPs* Logged in Web One Google for each country Scholar Instant Reviews Last year Discussions Last week BooksLast 24 hours Video Personal Images Finance Social circle Maps Shopping News Blogs Realtime*Search Engine Result Page
  4. 4. Personalized search
  5. 5. Consequences§ You don’t rank as well as you think you are
  6. 6. Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions
  7. 7. Consequences§ You don’t rank as well as you think you are§ One additional reason to optimize titles & meta descriptions§ Put more efforts on video and images
  8. 8. Realtime search
  9. 9. Consequences§ Realtime-SERP present an overview in realtime
  10. 10. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends
  11. 11. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed
  12. 12. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (reputation management)
  13. 13. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)
  14. 14. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)§ Search results are rolling which draw attention and generates clicks
  15. 15. Consequences§ Realtime-SERP present an overview in realtime§ Primary this applies to current events and trends§ The conditions for crisis communications has changed§ It’s no longer enough to try to keep negative search results away (Reputation management)§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)§ Search results are rolling which draw attention and generates clicks§ Is working in smart phones like iPhone and Android-based ones
  16. 16. Instant search
  17. 17. Consequences§ Search ranking doesn’t change...
  18. 18. Consequences§ Search ranking doesn’t change...§ ...but search behavior does
  19. 19. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)
  20. 20. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before
  21. 21. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before
  22. 22. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before§ User focus might be in the middle of the page which could decrease the effect of ads to the right
  23. 23. Consequences§ Search ranking doesn’t change...§ ...but search behavior does§ To rank at fewer letter combinations should be relevant (and a true challenge)§ Long-tail & variations in keywords will be even more important than before§ To develop keyword clusters with tools like Google Suggest is more important than before§ User focus might be in the middle of the page which could decrease the effect of ads to the right§ Could be relevant to buy ads on apparently irrelevant keywords
  24. 24. Social search
  25. 25. Consequences§ Brands that people would like to be associated with will win
  26. 26. Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture networks – Relation brand
  27. 27. Consequences§ Brands that people would like to be associated with will win§ Critical to build relations and nurture networks – Relation brand§ Ever tried tribal marketing? The time is now.
  28. 28. 9 things to master when working with SEO
  29. 29. Geography
  30. 30. Target group need Keyword
  31. 31. Search volume
  32. 32. Commercial keywords
  33. 33. Competition
  34. 34. Product characteristics
  35. 35. Target group behavior
  36. 36. Social channels
  37. 37. Our own ability
  38. 38. Content
  39. 39. Rational Emotional
  40. 40. Content characteristics bjornalberts.com
  41. 41. RelationshipsBild från Accelmich.org
  42. 42. Beyond communicationsBild från Accelmich.org
  43. 43. In short...Great product, nice employees & content
  44. 44. reveals the true identity of your brand
  45. 45. Thanx for listening! bjorn.alberts@halvarsson.se

×