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SEO: SERPs im Wandel - SMX Munich 2017

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

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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

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