Blended Search and the New Rules of Engagement<br />Eli Goodman & Eli Feldblum<br />October, 14 2010<br />
Our Presenters<br />Eli Feldblum<br />CTO & Co-Founder<br />RankAbove<br />Eli Goodman<br />Search Evangelist<br />comScor...
comScore Customer Knowledge Platform: <br />A granular 360 view of the multitude of online activities of 2MM global users<...
About RankAbove<br /> RankAbove optimizes rich media, builds video site maps, consults on search engine optimization, and ...
 RankAbove's Drive business intelligence software lets you dig deeper into information already at your fingertips: do comp...
 Totals
 Engines
 Growth
 Click-Through Rates</li></ul>Rich Media<br /><ul><li>How Does Google Treat Rich Media?
How Do Users Treat It?
What Can It Do For Your Business?
How Do You Do It?</li></li></ul><li>What is Blended Search?<br />* Source:  SEOSOS Blog, Wordpress<br />Blended search, al...
How Often Do We See Blended Results on the Big 3 Engines?<br />Source:  comScore Custom Analytics<br />1/3 of all Searches...
How Does Blended Search Differ by Search Engine? <br />Source:  comScore August 2010<br />(MM)<br />33%<br />Over 50% of a...
What are The Top 5 Most Common Blended Results?  <br />Total Pages containing each category in August 2010<br />1.4 B<br /...
What are the Fastest Growing Types of Blended Results?<br />Source: comScore Custom Analytics, August 2010<br />229%<br />
Click-Through Rates – Blended vs. Non Blended<br />Source: comScore Custom Analytics, August 2010<br />Pages with Blended ...
Click-Through Rates – Pages with Blended Results<br />Source: comScore Custom Analytics, August 2010<br />Certain Types of...
  Maps – 73%
  Dictionary/Def/Answer – 80%</li></ul>Highest Click-Through Rates per Pages Displayed <br /><ul><li>  Shopping – 126%
  Local – 107%
  Real Time Results – 107%</li></li></ul><li>Does the Presence of Shopping Blended Results Impact the Paid Search Click-th...
Rich Media – It Does Make a Difference <br />Video viewers are 20% more likely to make a purchase online<br />Buyers per v...
Agenda<br />What is Blended Search?<br /><ul><li> Blended Search Statistics
 Totals
 Engines
 Growth
 Click-Through Rates</li></ul>Rich Media<br /><ul><li>How Does Google Treat Rich Media?
How Do Users Treat It?
What Can It Do For Your Business?
Upcoming SlideShare
Loading in …5
×

Joint comScore & RankAbove Webinar on Blended Search and the News Rules of Engagement

4,192 views

Published on

This joint RankAbove comScore webinar deck looks at the growth of blended or universal search as it is radically changing the rules of engagement as page 1, position 1 is no longer the gold standard for successful SEO strategies.

On the big 3 search engines between September and October of 2010, over 30% of the results pages contained blended results. As a result, marketers are leveraging rich media to engage consumers and monetize Search in new ways.

Eli Goodman from comScore and Eli Feldblum from RankAbove discussed how SEO professionals can use blended search to boost click-through-rates, even from page 2.

This webinar deck offers some powerful insights which could be implement right away and included:

* Search engagement and what it means for Search marketers

* How and why search engines treat rich media differently, and what it means for you

*Techniques and strategies for using rich media to optimize your Search campaigns

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

No Downloads
Views
Total views
4,192
On SlideShare
0
From Embeds
0
Number of Embeds
229
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 20% more likely to be buyers
  • Joint comScore & RankAbove Webinar on Blended Search and the News Rules of Engagement

    1. Blended Search and the New Rules of Engagement<br />Eli Goodman & Eli Feldblum<br />October, 14 2010<br />
    2. Our Presenters<br />Eli Feldblum<br />CTO & Co-Founder<br />RankAbove<br />Eli Goodman<br />Search Evangelist<br />comScore, Inc.<br />
    3. comScore Customer Knowledge Platform: <br />A granular 360 view of the multitude of online activities of 2MM global users<br />Designed to be representative of the total online population.<br />TRUSTe certified for information privacy & security.<br />
    4. About RankAbove<br /> RankAbove optimizes rich media, builds video site maps, consults on search engine optimization, and provides business intelligence software. <br /><ul><li>RankAbove is a software and professional services firm specializing in large scale SEO for major brands and corporations that have websites with tens of thousands of pages.
    5. RankAbove's Drive business intelligence software lets you dig deeper into information already at your fingertips: do competitive analysis, run reports, and make predictions based on past performance. Drive saves corporations time and money while increasing ROI from natural search traffic. Put your business in Drive.</li></li></ul><li>Agenda<br />What is Blended Search?<br /><ul><li> Blended Search Statistics
    6. Totals
    7. Engines
    8. Growth
    9. Click-Through Rates</li></ul>Rich Media<br /><ul><li>How Does Google Treat Rich Media?
    10. How Do Users Treat It?
    11. What Can It Do For Your Business?
    12. How Do You Do It?</li></li></ul><li>What is Blended Search?<br />* Source: SEOSOS Blog, Wordpress<br />Blended search, also known as “Universal Search” or “Search 3.0,″ is incorporating results from non-web sources (like books, videos and images) into the regular web search results.<br />
    13. How Often Do We See Blended Results on the Big 3 Engines?<br />Source: comScore Custom Analytics<br />1/3 of all Searches displayed a Blended Result<br />33%<br />
    14. How Does Blended Search Differ by Search Engine? <br />Source: comScore August 2010<br />(MM)<br />33%<br />Over 50% of all Bing searches came back with Blended Results!<br />Google’s % YOY is down from 40% in August 10<br />
    15. What are The Top 5 Most Common Blended Results? <br />Total Pages containing each category in August 2010<br />1.4 B<br />Source: comScore Custom Analytics, August 2010<br />
    16. What are the Fastest Growing Types of Blended Results?<br />Source: comScore Custom Analytics, August 2010<br />229%<br />
    17. Click-Through Rates – Blended vs. Non Blended<br />Source: comScore Custom Analytics, August 2010<br />Pages with Blended Results = 101% Click-Through Rate *<br />Pages with no Blended Results = 110% Click-Through Rate *<br />Why?<br />*Searchers clicking on multiple results from their 1 search = 100% + CTR<br />
    18. Click-Through Rates – Pages with Blended Results<br />Source: comScore Custom Analytics, August 2010<br />Certain Types of Blended Results do not require Clicks<br />Lowest Click-Through Rates per Pages Displayed<br /><ul><li> Stocks – 66%
    19. Maps – 73%
    20. Dictionary/Def/Answer – 80%</li></ul>Highest Click-Through Rates per Pages Displayed <br /><ul><li> Shopping – 126%
    21. Local – 107%
    22. Real Time Results – 107%</li></li></ul><li>Does the Presence of Shopping Blended Results Impact the Paid Search Click-through Rate?<br />Source: comScore August 2010<br />Overall Paid Click-Through Rate: 9.2%<br />Overall Paid Click-Through Rate when a blended result of any kind is displayed: 8.7%<br />Overall Paid Click-Through Rate when no blended result is displayed: 9.3%<br />Paid Click-Through Rate when “Shopping” Blended Results are displayed: 27%<br />Not all Blended Results are created equally. Different strategies for different types of campaigns…<br />
    23. Rich Media – It Does Make a Difference <br />Video viewers are 20% more likely to make a purchase online<br />Buyers per visitor vs. video viewer<br />20%<br />21%<br />22%<br />22%<br />22%<br />
    24. Agenda<br />What is Blended Search?<br /><ul><li> Blended Search Statistics
    25. Totals
    26. Engines
    27. Growth
    28. Click-Through Rates</li></ul>Rich Media<br /><ul><li>How Does Google Treat Rich Media?
    29. How Do Users Treat It?
    30. What Can It Do For Your Business?
    31. How Do You Do It?</li></li></ul><li>Search Engines Love Rich Media<br />
    32. Google Gives Rich Media An Unfair Advantage<br />
    33. Users Love Rich Media Too<br />Blended Results Garner Much Higher Click-Through Rates Than Regular Results<br />
    34. Users Especially Love Images & Video<br />CTR<br />19%<br />18%<br />12%<br />
    35. Image Results are Amazing, Sometimes<br />
    36. Video Drives Click-Through Rates<br />Across all positions, video results with thumbnails generate higher CTRs<br />
    37. Video Especially Help Results in Lower Positions<br />
    38. Video Works Even Better With Google Instant<br />Video Traffic up 28% across the board!<br />
    39. Which Would You Click?<br />CollegeHumor formatted its videos so that Google understood they were videos.<br />Once they did, and thumbnails began being displayed in the SERPS, <br />CTRs went way up.<br />After all, which would you click?<br />Vs.<br />
    40. Post-Click Engagement<br />Video Users stay on the site longer, visit more pages, bounce less often—and even buy more!<br />
    41. How to Add Content<br />Video<br />People like videos; they are good for eCommerce sites too, not just content<br />Create video content<br />Create & Submit a Video Sitemaps<br />Mark up videos with microformats to let the Search Engines know they are vidoes<br />Pictures<br />Pictures benefit some sites, not all<br />Make sure there is a reason to see the next photo<br />News<br />Submit site to Google News<br />Products<br />Submit data feed to Google Base<br />
    42. How to Optimize Rich Media Content<br />Video<br />Make sure your sitemaps and/or microformats are correct.<br />Make sure your URLs are not too long<br />Your videos must be family-friendly<br />Choose a good thumbnail<br />You need textual content too: transcripts, tags, titles, comments, translation, etc…<br />Regular SEO for the page<br />Use multiple navigational paths: hierarchical, folksonomic& supplemental<br />Images<br />Alt tag, image name, title and content on the page around the image<br />Add more data: EXIF, tags, context, captions and more<br />Others<br />Correct formats<br />Keep track of new blends, like episodes<br />
    43. What Does the Future Look Like?<br />www.rankabove.com<br />
    44. RankAbove Data Sample<br />RankAbove Looked at 10 Sites Over Six Months. Monthly, We Analyzed:<br />150MM+ Visits from SEO<br />20MM+ Video Hits from SEO<br />100K+ Image Hits from SEO<br />1MM+ Keywords<br />100K Tracked Rankings<br />
    45. Thank you!<br />Eli Goodmanegoodman@comscore.com@LosBuenosEli Feldblumeli@rankabove.com<br />

    ×