Use Universal Search to your
advantage to optimise the User
Experience and enhance your
Online Visibility
Roberto Hortal, ...
Universal Search

•   Launched May 2007, Google's attempt to deliver the best result for a particular
    user query by in...
Universal Search principles

•   Comparative ranking
     –   Before: web results ranked in isolation, given priority. Oth...
What does Universal Search change?

•   Encourage Browsing attitude on visitors
     –   Watch a video
     –   Read a rev...
Implications of Universal Search

•   Expand your definition of SEO
     –   From site-centric content and tags
          ...
Blending rules – hurry, they change fast!

•   Images
       –   Typically top of the page, sometimes bottom
•   News
    ...
Use blending rules to inform your SEO

•   Images and Google Shopping results appear at the top
     –   Assume most likel...
Becoming Universal: the MORE TH>N Business Knowledge Centre

•   An information resource for small business owners, coveri...
Knowledge Centre – Business news




9
Impact of Universal Search on MORE TH>N Business Site Traffic

•    Overall traffic to MORE TH>N Business since news went ...
Becoming a news resource = long lasting impact

                           •   News story about what motivates people to
 ...
Google News is your friend

                             •   News story about triple science GCSEs
                       ...
Knowledge Centre next steps - Video

•    Video launched days
     ago
•    Business profile format
     for wider appeal
...
Long-lasting impact




Network Map: iCrossing

14
MORE TH>N’s Social Media Centre
•    Applying the lessons from M>B, Living
•    Online newsroom redesigned to maximise soc...
Thank you
     Roberto Hortal, Head of eBusiness
         rhortal

         roberto.hortalmunoz@uk.rsagroup.com




16
Use Universal Search to your advantage to optimise the User
Experience and enhance your Online Visibility

•    How are co...
Upcoming SlideShare
Loading in …5
×

Roberto Hortal Use Universal Search To Your Advantage

978 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
978
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
8
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Roberto Hortal Use Universal Search To Your Advantage

  1. 1. Use Universal Search to your advantage to optimise the User Experience and enhance your Online Visibility Roberto Hortal, Head of eBusiness
  2. 2. Universal Search • Launched May 2007, Google's attempt to deliver the best result for a particular user query by including video, images, news, podcasts or any other form of digital content. Model graph: http://searchengineland.com/search-30-the-blended-vertical-search-revolution-12775 2
  3. 3. Universal Search principles • Comparative ranking – Before: web results ranked in isolation, given priority. Other types ranked separately – After: web results compared directly with other types, more relevant wins • Blending – Before: 10 results per page, any media results added to top or bottom – After: media results may appear anywhere on the page, blended with web results – These may displace web results or add to them, resulting in more than 10 results per page at times. – Blending is informed by usage – Google showing types of results at certain positions where they are more likely to be used 3
  4. 4. What does Universal Search change? • Encourage Browsing attitude on visitors – Watch a video – Read a review – Explore latest news – Find where to buy • Break the Golden Triangle – Provide visual anchors across the page – Much more engaging User Experience • Return to SERP a lot more frequently • Product Portal across the lifecycle – Consider, Buy, Use... 4
  5. 5. Implications of Universal Search • Expand your definition of SEO – From site-centric content and tags • to multimedia, multi-site – From content pages • to video, pictures, news, geographic information... – From protecting your brand and product info • to seeding the ecosystem: local listings, Google Base, reviews sites, Video sites, Photo sharing sites, good blog coverage, online PR... • Most importantly – From Direct Response • to Hybrid Brand + DR metrics and KPIs • Brand Advertising as content creation, social media participation 5
  6. 6. Blending rules – hurry, they change fast! • Images – Typically top of the page, sometimes bottom • News – Frequently top of the page but may appear anywhere • Video – Fully blended, anywhere on the page – Can be played right on the SERP (YouTube) – Subtractive (they’ll replace a normal result for a total of 10) • Shopping – Top typically, sometimes bottom • Blogs – Bottom – Instant (if blogs ping Google Blog Search) Original research by http://searchengineland.com/ 6
  7. 7. Use blending rules to inform your SEO • Images and Google Shopping results appear at the top – Assume most likely to be clicked – Ensure you have both types of results for key terms • News and video appear anywhere – Become a news source – Use video to pull eyes down, push competitors to lower pages – Ensure video remains relevant in SERP player • Blogs appear bottom, update instantly – Assume dedicated searcher – Great for timely content, offers; remember to ping – Must remain relevant, blog will join normal results and stay 7
  8. 8. Becoming Universal: the MORE TH>N Business Knowledge Centre • An information resource for small business owners, covering all aspects of life in the business world • Risk management content abundant, but not exclusive • Aim: become an authoritative source – In-depth pieces – relevant over time, useful, exclusive – News – timely, engaging, personality • Impressive SEO results – Sustained higher positions for key insurance terms – Top positions for wide range or business-related keywords – Fused into the conversation: frequent references from 3rd parties, links, etc • Listening and evolving – Design evolution informed by user feedback – Video featuring members of our business audience 8
  9. 9. Knowledge Centre – Business news 9
  10. 10. Impact of Universal Search on MORE TH>N Business Site Traffic • Overall traffic to MORE TH>N Business since news went live in May 2007 • News has generated regular spikes for M>B, driven by Universal Search Visitors Visitors from Search 10
  11. 11. Becoming a news resource = long lasting impact • News story about what motivates people to work published 4 June 08 – Sustained traffic, peaked 13 June 08 drawing significant attention over 2 weeks – Currently the most read news story on site – Average time on this page: 3mins 11 – Average time on site overall: 1min 32 • Traffic came from a range of sources – there was lots of email traffic and links from blogs and Delicio.us – Many of these people found the article through Universal Search – As a result, M>B seen as authority on Business topics by Google 11
  12. 12. Google News is your friend • News story about triple science GCSEs was published 11 August 08 – Currently second most read news story on site – Average time on this page: 2mins 20 – Average time on site overall: 1min 32 • Traffic for this story driven primarily by Google news result embedded on Universal Results page. • Residual staying power – now appears as standard result next to BBC • It also helped generate incoming links from blogs, impacting pagerank 12
  13. 13. Knowledge Centre next steps - Video • Video launched days ago • Business profile format for wider appeal • Hosted on YouTube for SERP support • Raises potential links on SERP to 3 • May help displace competing results • Transcript for accessibility, traditional SEO 13
  14. 14. Long-lasting impact Network Map: iCrossing 14
  15. 15. MORE TH>N’s Social Media Centre • Applying the lessons from M>B, Living • Online newsroom redesigned to maximise social and community elements • Visual design and Tech platform • SEO optimisation for findability • Blog platform, instant ping • Goal: be recognised as news source, appear in Google News results • Photos, video and podcasts for further SEO effectiveness (remember, photos appear top!) • Engaging stories that people want to talk about (i.e. Car Aerobics) • Every news piece is optimised for use online • Links, Tags, Comments 15
  16. 16. Thank you Roberto Hortal, Head of eBusiness rhortal roberto.hortalmunoz@uk.rsagroup.com 16
  17. 17. Use Universal Search to your advantage to optimise the User Experience and enhance your Online Visibility • How are consumers responding to the new era in asset optimisation • Discover how your business can benefit from the rich media search experience and develop tactical strategies to improve the quality of your clickthroughs • Understand the different elements of your search strategy • Interact and learn cutting-edge techniques for adapting website’s content to the new “system” • Different approaches – Google “inline” vs Yahoo “PPC” • 14:25 – 14:45 17

×