Google Instant Impact on SEO

594 views

Published on

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
594
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Google Instant Impact on SEO

  1. 1. Google  Instant’s  Impact  on  SEO   Tuesday,  November  16,  2010  (EST)   Speakers:  Ian  Everdell,  MediaDve   Erez  Barak,  OpDfy  ©2010 Third Door Media, Inc.
  2. 2. Viewing  Tips     Turn  Off  Pop-­‐Up  Blockers     Technical  difficulDes?     Click  on  “Help?”  link       Use  Q+A  box     SubmiZng  quesDons  to  speaker     Q+A  session  at  end  of  webcast     Use  “Ask  a  QuesDon”  box  to  submit  quesDons     Send  quesDons  at  any  Dme     Twier  hashtag  -­‐  #smnow  ©2010 Third Door Media, Inc.
  3. 3. Ian  Everdell,  MediaDve  »  Ian  Everdell  is  the  Usability  Consultant  at  Media:ve.    »  With  a  background  in  neuroscience,  web  design  and  more  than  5  years   experience  with  eye  tracking,  Ian  thrives  off  helping  clients  improve  the  online   experience  for  their  poten:al  customers.    »  Worked  on  projects  ranging  from  quick-­‐win  audits  for  small  B2B  companies  to   long-­‐term  digital  marke:ng  strategies  for  mul:-­‐billion  dollar  corpora:ons.    »  He  is  also  the  project  manager  for  Media:ves  ongoing  search  engine  and  buyer   behavior  research,  which  has  led  to  industry-­‐standard  publica:ons  such  as  the   Google  Golden  Triangle  and  The  BuyerSphere  Project.   ©2010 Third Door Media, Inc.
  4. 4. Erez  Barak,  OpDfy   »  Erez  Barak  is  Vice  President  of  Products  and  Co-­‐Founder  at   Op:fy;     »  Frequent  speaker  at  industry  events.     »  Prior  to  Op:fy,  Erez  was  a  director  of  product  marke:ng  in   HP’s  SoVware  business  unit.   »  He  was  recently  named  among  the  Top  25  Innovators  in   2010  by  SeaYle  Business  Magazine.  ©2010 Third Door Media, Inc.
  5. 5. OpDfy  –  Marke&ng  in  Real  Time   »  Founded  in  2008  and  publicly  released  in  March  2010,  now  has  over   1,400  accounts   »  Enables  marketers  to  drive  more  traffic  from  organic  search  and  social   media,  convert  traffic  to  sales  and  share  your  success  in  real  :me   »  Op:fy  customers  see  over  100%  increase  in  organic  traffic  and  over   300%  increase  in  leads  in  less  than  4  months   »  Resources:   »  Featured  customers  and  tes:monials  are  available  at     www.op:fy.net/customer-­‐tes:monials/  ,or  read  our  case  studies  at     www.op:fy.net/category/case-­‐studies/   »  We  offer  4  Edi:onswww.op:fy.net/edi:ons-­‐pricing/  and  a  30-­‐day  free   trial  www.op:fy.net/sign-­‐up/   »  Learn  more  at  www.op:fy.net  ©2010 Third Door Media, Inc.
  6. 6. QuesDon  #1:  What  are  the  core  features   in  Google  Instant?   »  Dynamic  Results   »  Predic:ons   »  Scroll  to  Search  ©2010 Third Door Media, Inc.
  7. 7. What  goes  into  predicDons?   W A P X R Local     Popular   Personalized   No  Adult  Content   Recent  and  Trending   Similar  to  ranking  algorithm  ©2010 Third Door Media, Inc.
  8. 8. What  changed  since  launch?   »  Keyboard  scrolling  naviga:on   »  Instant  for  Images,  Books,  News  and  Video  search   »  Expansion  into  12  more  countries:  Austria,  Belgium,   Canada,  the  Czech  Republic,  Ireland,  Mexico,  the   Netherlands,  Poland,  Slovakia,  Slovenia,  Switzerland   and  Ukraine   »  Mobile  ©2010 Third Door Media, Inc.
  9. 9. QuesDon  #2:  Does  Instant  Save  Me  Time?   »  Instant  saves  between  2  and  5  seconds  per  search   »  That  saves  something  on  the  order  of  33  million  user   minutes  per  month  (350  million  hours  of  search  :me   over  its  first  year)  ©2010 Third Door Media, Inc.
  10. 10. QuesDon  #3:  Is  Instant  the  End  of  Search   Engine  OpDmizaDon?   »  The  basics  of  search  haven’t  changed  only  the   presenta:on  has  changed   »  The  Google  algorithm  hasn’t  changed   »  The  fundamentals  of  search  and  search  engine   op:miza:on  are  100%  intact  ©2010 Third Door Media, Inc.
  11. 11. QuesDon  #4:  Do  I  Need  to  OpDmize  for   ParDal  Keywords?   »  Google  is  not  presen:ng  results  for  par:al  queries   »  Google  shows  the  results  for  its  best  guess  at  your   meaning,  not  for  what  youre  actually  typing  in  ©2010 Third Door Media, Inc.
  12. 12. Keyword  Diversity   Google Instant Launch©2010 Third Door Media, Inc.
  13. 13. QuesDon  #5:  How  Will  Instant  Affect  the   Long  Tail?   »  Instead  of  the  possibly  unique  and  new  query  the  user   was  going  to  search  for,  search  will  end  at  a  suggested   query   »  More  users  may  search  for  the  suggested  queries   »  If  you  are  already  ranking  well  for  a  suggested  query  you   could  stand  to  win  as  more  searchers  are  funneled  to   that  query  ©2010 Third Door Media, Inc.
  14. 14. Long  Tail  Searches   Google Instant Launch©2010 Third Door Media, Inc.
  15. 15. Main  Takeaways   »  Keep  doing  what  you’ve  done  before   »  More  SERPs  shown  =  More  content  exposure   »  Predic:ons  are  not  always  the  most  popular  search   terms   »  Changing  predic:ons  require  tracking  long  tail  traffic   »  Slow  rollout  to  all  audiences  and  feature  changes   require  tracking  of  actual  traffic  trends  ©2010 Third Door Media, Inc.
  16. 16. Track  The  Long  Tail   Interac:ve   char:ng  Advanced  filters  and  customiza:on  ©2010 Third Door Media, Inc.
  17. 17. Track  Ranking  Keywords   Compe:tors  Tag  keywords   Track  rank   and  trends   ©2010 Third Door Media, Inc.
  18. 18. ©2010 Third Door Media, Inc.
  19. 19. The  Big  QuesDons   »  What  do  users  look  at?   »  When  do  users  look  at  those  things?   »  Does  Instant  change  the  way  people   search?   »  Do  they  like  this  change?  ©2010 Third Door Media, Inc.
  20. 20. Claims/SpeculaDons   »  Saves  2-­‐5  seconds  per  search   »  Impacts  on  long  tail  searching   »  Side  sponsored  ad  clicks  go  down  ©2010 Third Door Media, Inc.
  21. 21. Methodology   »  Online  survey   »  Eye  tracking   »  Heatmaps  show  counts   »  Aggregated  over  different  searches   »  Caveats   »  Small  sample   »  Preliminary  analysis  ©2010 Third Door Media, Inc.
  22. 22. ©2010 Third Door Media, Inc.
  23. 23. Standard   Instant  ©2010 Third Door Media, Inc.
  24. 24. Standard   Instant  ©2010 Third Door Media, Inc.
  25. 25. Standard   Instant  ©2010 Third Door Media, Inc.
  26. 26. NavigaDonal  -­‐  Standard   NavigaDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  27. 27. NavigaDonal  -­‐  Standard   NavigaDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  28. 28. InformaDonal  -­‐  Standard   InformaDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  29. 29. InformaDonal  -­‐  Standard   InformaDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  30. 30. InformaDonal  -­‐  Standard   InformaDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  31. 31. TransacDonal  -­‐  Standard   TransacDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  32. 32. TransacDonal  -­‐  Standard   TransacDonal  -­‐  Instant  ©2010 Third Door Media, Inc.
  33. 33. ©2010 Third Door Media, Inc.
  34. 34. Side  Sponsored  -­‐  Standard   Side  Sponsored  -­‐  Instant  ©2010 Third Door Media, Inc.
  35. 35. ©2010 Third Door Media, Inc.
  36. 36. Did  you  like  Google  Instant?   30%   25%   20%   15%   10%   5%   0%   No,  I  hated  it   Not  really   It  was  ok   It  was  preYy  good   Yes,  I  loved  it  ©2010 Third Door Media, Inc.
  37. 37. How  olen  would  you  use  Instant?   30%   25%   20%   15%   10%   5%   0%   Never   Rarely   Occasionally   OVen   All  the  :me  ©2010 Third Door Media, Inc.
  38. 38. Do  you  think  Instant  changed  the  way  you   search?   70%   60%   50%   40%   30%   20%   10%   0%   Yes   No  ©2010 Third Door Media, Inc.
  39. 39. Did  Instant  change  their  behavior?   Kind  of…  ©2010 Third Door Media, Inc.
  40. 40. Did  Instant  change  their  behavior?   Decreased   No  Change   Increased   %  query  typed   25%   75%   0%   query  length               0%   83%   17%   :me  to  click   33%   58%   8%  ©2010 Third Door Media, Inc.
  41. 41. Did  Instant  change  their  behavior?   Decreased   No  Change   Increased   %  query  typed   25%   75%   0%   query  length   0%   83%   17%   :me  to  click   33%   58%   8%  ©2010 Third Door Media, Inc.
  42. 42. ©2010 Third Door Media, Inc.
  43. 43. Erez  Barak,  VP  Product  &  Co-­‐Founder   erez@opDfy.net   @ebarak   TM 710  2nd  Avenue   Suite  840   SeaYle,  WA  98104   t:  1.206.388.4234   f:  1.206.787.1410   hYp://www.op:fy.net  ©2010 Third Door Media, Inc.
  44. 44. Ian Everdell, M.Sc. Usability Consultant Mediative www.mediative.ca 250.861.5252 ext 226 800.277.9997 ext 226 ian.everdell@mediative.ca Twitter: @ianeverdell LinkedIn: http://ca.linkedin.com/in/ianeverdell©2010 Third Door Media, Inc.

×