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

1. Blended Search and the New Rules of Engagement Eli Goodman & Eli Feldblum October, 14 2010

2. Our Presenters Eli Feldblum CTO & Co-Founder RankAbove Eli Goodman Search Evangelist comScore, Inc.

3. comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users Designed to be representative of the total online population. TRUSTe certified for information privacy & security.

6. Totals

7. Engines

8. Growth

10. How Do Users Treat It?

11. What Can It Do For Your Business?

13. How Often Do We See Blended Results on the Big 3 Engines? Source: comScore Custom Analytics 1/3 of all Searches displayed a Blended Result 33%

14. How Does Blended Search Differ by Search Engine? Source: comScore August 2010 (MM) 33% Over 50% of all Bing searches came back with Blended Results! Google’s % YOY is down from 40% in August 10

15. What are The Top 5 Most Common Blended Results? Total Pages containing each category in August 2010 1.4 B Source: comScore Custom Analytics, August 2010

16. What are the Fastest Growing Types of Blended Results? Source: comScore Custom Analytics, August 2010 229%

17. Click-Through Rates – Blended vs. Non Blended Source: comScore Custom Analytics, August 2010 Pages with Blended Results = 101% Click-Through Rate * Pages with no Blended Results = 110% Click-Through Rate * Why? *Searchers clicking on multiple results from their 1 search = 100% + CTR

19. Maps – 73%

21. Local – 107%

23. Rich Media – It Does Make a Difference Video viewers are 20% more likely to make a purchase online Buyers per visitor vs. video viewer 20% 21% 22% 22% 22%

25. Totals

26. Engines

27. Growth

29. How Do Users Treat It?

30. What Can It Do For Your Business?

32. Google Gives Rich Media An Unfair Advantage

33. Users Love Rich Media Too Blended Results Garner Much Higher Click-Through Rates Than Regular Results

34. Users Especially Love Images & Video CTR 19% 18% 12%

35. Image Results are Amazing, Sometimes

36. Video Drives Click-Through Rates Across all positions, video results with thumbnails generate higher CTRs

37. Video Especially Help Results in Lower Positions

38. Video Works Even Better With Google Instant Video Traffic up 28% across the board!

39. Which Would You Click? CollegeHumor formatted its videos so that Google understood they were videos. Once they did, and thumbnails began being displayed in the SERPS, CTRs went way up. After all, which would you click? Vs.

40. Post-Click Engagement Video Users stay on the site longer, visit more pages, bounce less often—and even buy more!

41. How to Add Content Video People like videos; they are good for eCommerce sites too, not just content Create video content Create & Submit a Video Sitemaps Mark up videos with microformats to let the Search Engines know they are vidoes Pictures Pictures benefit some sites, not all Make sure there is a reason to see the next photo News Submit site to Google News Products Submit data feed to Google Base

42. How to Optimize Rich Media Content Video Make sure your sitemaps and/or microformats are correct. Make sure your URLs are not too long Your videos must be family-friendly Choose a good thumbnail You need textual content too: transcripts, tags, titles, comments, translation, etc… Regular SEO for the page Use multiple navigational paths: hierarchical, folksonomic& supplemental Images Alt tag, image name, title and content on the page around the image Add more data: EXIF, tags, context, captions and more Others Correct formats Keep track of new blends, like episodes

43. What Does the Future Look Like? www.rankabove.com

44. RankAbove Data Sample RankAbove Looked at 10 Sites Over Six Months. Monthly, We Analyzed: 150MM+ Visits from SEO 20MM+ Video Hits from SEO 100K+ Image Hits from SEO 1MM+ Keywords 100K Tracked Rankings

45. Thank you! Eli Goodmanegoodman@comscore.com@LosBuenosEli Feldblumeli@rankabove.com