Eli feldblum universal for 2012

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Eli feldblum universal for 2012

  1. 1. January 2012
  2. 2. • Get Universal! • Video (with Sitemaps) • Images (with Sitemaps) • News (with Sitemaps) • Products (with Feed)• Embrace XML • That’s what those above feeds and sitemaps are.• Update Your Content • Google loves fresh content. • Especially fresh rich media.• Use Schema • Seriously. Do it now. You have some sort of internet- connected device with you. • There is a schema for everything.
  3. 3. Blended Results Garner Much Higher Click-Through Rates Than Regular Results Blended 38% Regular 12% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  4. 4. 90%80%70%60%50% Images40%30% 20% Video 10% News 0% Text
  5. 5. Personalities/Fashion 91%Products/Commerce 8% CTR 43% 1.87 1:41 87% 1.03 0:22 Bounce Rate Depth Length
  6. 6. Across all positions, video results with thumbnails generate higher CTRs 20% 19% 18% 16% 14% 12% 12% 10% 8% 6% 4% 2% 0% Text Video
  7. 7. 45%40%35%30% 25% 20% 15% 10% 5% 0% 1 2 3 4 5 6 7 8 9 10 Page 2 Video CTR Text CTR
  8. 8. 20%25.0% Buyers per visitor vs video viewer20.0%15.0% 21% 22% 22%10.0% 22% 5.0% 21% Total Internet 0.0% Video Streamers
  9. 9. Video Users stay on the site longer,visit more pages and bounce less often
  10. 10. Page 1 Page 2
  11. 11. Video Sitemap mRSS SitemapVideo Sitemaps are just like regular XML Sitemaps:• Must be submitted or listed in Sitemap Index or Robots.txt file• Include New Tags: • Content, Player & Thumbnail Location • Title, Description, View Counts, Duration & Rating • Tags & Categories • Family-Friendly
  12. 12. Universal Search displays video results:• In batches on the first page. Up to 6 results in 10-result SERPs and up to 10results on larger SERPs. Those batches count as results. This is a major changefrom previous Universal Search behavior.• Integrated results from page 2 and on. Up to 8 results with playable thumbnailson each 10-result page.• Only when a sites uses a video sitemap or a mRSS file, and includes athumbnail• Only if the URL is not truncated – it must be less than 60 characters•Only if the video is family-friendly (as defined by you; don’t be too conservative)
  13. 13. • Universal Search Results are Regular Results that areinterpreted differently by Google• Regular SEO Applies – the page, not the video, must havegood on-page factors (title, URL, header) and off-page factors(backlinks)• Supplement Your Video with text, like transcripts, commentsand more• Multiple Paths of Navigation • Hierarchical: Category  Sub-Category  Your Video • Folksonomic: Tags, “People Who Liked,” Top in Category, Similar • Supplemental: Author, Publisher, Date
  14. 14. Eli Feldblumeli@rankabove.com052-573-4877@FeldBum

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