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SERPs im Wandel
Ein Aus- und Überblick zu SERP Features
March 14th 2017
Philipp Klöckner
2005 2010 2015 2017
Philipp Klöckner
Angel Investor & Advisor
@pip_net
SERPs im Wandel
SLIDE DECK:
http://clk.me/smx
Philipp Klöckner
Angel Investor & Advisor
@pip_net
2005 2010 2015 2017
12 Years
70+ Startups
6 Unicorns
SERP
Search Engine Result Page
Früher war alles besser…
SERP CTR Heute
2 von 3 Clicks sind PPC
Source: WordStream, 2012
SERP CTR Heute
Source: RimmKaufmannGroup
Was hat sich
gewandelt?
Ads
Ad Real Estate
• 4 Top Ads
• Ad Extensions
• Price Extensions
• Ad Labelling
• Vertikale Suchen
• Flights
• Hotels
• …
SERP Design = Revenue
Google Ad
Clicks Growth
• Ad Clicks + 43 %
• Avg. CPC – 16 %
Google Ad Clicks
Source: Alphabet Inc.
Universal Search
Universal Search
16. Mai 2007
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!“
Universal Search Patent
10 8,3 Blue Links
Source: SearchMetrics.com
Knowledge
Graph
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
Google Trends: Wikipedia
SERP Features
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
Medical Knowledge
Medical Knowledge
Knowledge Graph
Carousels
Sport Features
Event Features
Image Search
Die „neue“ Bildersuche
Source: C. Burseg (Facebook)
Outlook
„The new SERP is
no SERP.“
SERP Evolution
SERP RevAMPed
“There’s always
more information
out there.”
“Ten things we know to be true” - Google
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/
Answers
Answer Boxes
Source: RankRanger.com
Amit Singhal
„The destiny of [Google‘s
Search Engine] is to become
that Star Trek computer and
that‘s what we are building.“
Answers!
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?
Universal Search
Theodore Newton Vail
1845-1920
American Telephone & Telegraph Co.
Universal Search
Theodore Newton Vail
1845-1920
Universal ≠ Universal
Theodore Newton Vail
1845-1920
American Telephone & Telegraph Co.
Die SERPs Zukunft
1. Die Universelle Suche.
2. Antworten.
3. Ein Assistent.
Die SERPs Zukunft
1. Die Universelle Suche.
2. Antworten.
3. Ein Assistent.
And Now: Features Snippets
THANK YOU!
Slides: http://clk.me/smx@pip_net

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SEO: SERPs im Wandel - SMX Munich 2017

Editor's Notes

  1. 6 Nobelpreisträger - Transistor, Laser, Telefax, Anrufbeantworter, Telstar Satelit, UNIX, C, C++ 1925 Datenfernübertragung, 1940 Mobilfunk, 1950 Solarzelle ---- 1980er zerschlagen