SEO: SERPs im Wandel - SMX Munich 2017

2,741 views

Published on

Die Suchergebnisseiten von Google unterliegen einem ständigen Wandel. Was ist passiert und worauf müssen wir uns vorbereiten?

Published in: Marketing
1 Comment
15 Likes
Statistics
Notes
No Downloads
Views
Total views
2,741
On SlideShare
0
From Embeds
0
Number of Embeds
480
Actions
Shares
0
Downloads
60
Comments
1
Likes
15
Embeds 0
No embeds

No notes for slide
  • 6 Nobelpreisträger - Transistor, Laser, Telefax, Anrufbeantworter, Telstar Satelit, UNIX, C, C++ 1925 Datenfernübertragung, 1940 Mobilfunk, 1950 Solarzelle ---- 1980er zerschlagen
  • SEO: SERPs im Wandel - SMX Munich 2017

    1. 1. SERPs im Wandel Ein Aus- und Überblick zu SERP Features March 14th 2017 Philipp Klöckner
    2. 2. 2005 2010 2015 2017 Philipp Klöckner Angel Investor & Advisor @pip_net SERPs im Wandel SLIDE DECK: http://clk.me/smx
    3. 3. Philipp Klöckner Angel Investor & Advisor @pip_net 2005 2010 2015 2017
    4. 4. 12 Years 70+ Startups 6 Unicorns
    5. 5. SERP Search Engine Result Page
    6. 6. Früher war alles besser…
    7. 7. SERP CTR Heute
    8. 8. 2 von 3 Clicks sind PPC Source: WordStream, 2012
    9. 9. SERP CTR Heute Source: RimmKaufmannGroup
    10. 10. Was hat sich gewandelt?
    11. 11. Ads
    12. 12. Ad Real Estate • 4 Top Ads • Ad Extensions • Price Extensions • Ad Labelling • Vertikale Suchen • Flights • Hotels • …
    13. 13. SERP Design = Revenue
    14. 14. Google Ad Clicks Growth • Ad Clicks + 43 % • Avg. CPC – 16 %
    15. 15. Google Ad Clicks Source: Alphabet Inc.
    16. 16. Universal Search
    17. 17. Universal Search 16. Mai 2007
    18. 18. Universal Search • End of „10 Blue Links“ • Blended Search Results & One Boxes • „Most radical change to its search results ever“ • Danny Sullivan, SearchEngineLand.com • News, Video, Images, Local, Books… ( Produkte) Marissa Mayer: „Just the beginning. Stay tuned!“
    19. 19. Universal Search Patent
    20. 20. 10 8,3 Blue Links Source: SearchMetrics.com
    21. 21. Knowledge Graph
    22. 22. Knowledge Graph • Places: Locations, Attractions, POIs, Businesses • Things: Produkte, Services, Brands • Menschen: Politiker & Celebs • Unterhaltung: Kino, Konzerte, Events, Sport • Besonders prominent: Google Carousel • Betrifft: Vor allem Informational Queries
    23. 23. Google Trends: Wikipedia
    24. 24. SERP Features
    25. 25. SERP Features • 39 % KnowledgeGraph • 22 % Related Questions • 16 % Top Stories • 15 % Local Packs • 3 % Medical Knowledge • 1 % Carousels • 97 % mind. 1 Feature Source: MOZcast.com
    26. 26. Medical Knowledge
    27. 27. Medical Knowledge
    28. 28. Knowledge Graph Carousels
    29. 29. Sport Features
    30. 30. Event Features
    31. 31. Image Search
    32. 32. Die „neue“ Bildersuche Source: C. Burseg (Facebook)
    33. 33. Outlook
    34. 34. „The new SERP is no SERP.“
    35. 35. SERP Evolution
    36. 36. SERP RevAMPed
    37. 37. “There’s always more information out there.” “Ten things we know to be true” - Google
    38. 38. 10 Things We Know To Be True “Once we’d indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to information that was not as readily accessible. […] Other efforts required a bit more creativity, like adding the ability to search news archives, patents, academic journals, billions of images and millions of books. And our researchers continue looking into ways to bring all the world’s information to people seeking answers.” Ten things we know to be true https://www.google.com/about/company/philosophy/
    39. 39. Answers
    40. 40. Answer Boxes Source: RankRanger.com
    41. 41. Amit Singhal „The destiny of [Google‘s Search Engine] is to become that Star Trek computer and that‘s what we are building.“ Answers!
    42. 42. Websites vs. Answers Search Engine (Webmaster/Publisher): Leitet Suchanfragen zu den richtigen Webseiten. Suche (Google): Liefert Antworten. Schnell. Wenn möglich direkt. Universal Search? Universelle Suche?
    43. 43. Universal Search Theodore Newton Vail 1845-1920 American Telephone & Telegraph Co.
    44. 44. Universal Search Theodore Newton Vail 1845-1920
    45. 45. Universal ≠ Universal Theodore Newton Vail 1845-1920 American Telephone & Telegraph Co.
    46. 46. Die SERPs Zukunft 1. Die Universelle Suche. 2. Antworten. 3. Ein Assistent.
    47. 47. Die SERPs Zukunft 1. Die Universelle Suche. 2. Antworten. 3. Ein Assistent.
    48. 48. And Now: Features Snippets
    49. 49. THANK YOU! Slides: http://clk.me/smx@pip_net

    ×