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The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich


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The Changing SERPS and how to act on it - Bas van den Beld at A4U Expo Munich

  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
  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:<br />
  62. 62. What does that mean for response?<br />Source:<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 /><br /><br /><br /><br /><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 />