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Casino Affiliate Conference Amsterdam 2010Bas van den BeldThe changing SERPS and what to do with them
Who am I?
One sheet about meNetTraject
Search & social strategy expert, blogger, trainer, speaker
Radioshow
Founder Searchcowboys
Founder  Stateofsearch.com
International bloggerSomebody is looking for you, are you there?
The SERPS are changingHow do we handle these changes?
To understand the changes…You must know how the search engines “think”
Search engines are like humansIf others say its good, they believe itTherefore links matter…
How do search engines think?User intentSearch Engines are trying to understand what the user really wants
How do search engines think?Hand out the information as fast as you can
More than Google?In The Netherlands 95% - 98%Worldwide 70% - 90%
2nd largest search engine?Another one…
2nd largest search engine?
Focus on Google
Let’s take a look at the SERPS
How do users respond to this?Top results are important
Google is changing
Google is changingGoogle is looking at the user
Google is changingResearch shows: images attract attention
Google is changingVideo is becoming more important
Google is changingGoogle responses to location
Google is changingNewsrelated articles can change in the top of the SERPSThe placement of the News results can change, based on relevance
Google is changingUsers are tempted to use the suggestionsSuggestions are based on number of searches
Google is changingResults from your friends in your ‘social circle’
Google is changingUniversal or Blended SearchAll elements are shown within the SERPS
Changes in responsesOther results are getting more attention
More changes
More changes“Realtime” becoming more important
More changesPersonalized SearchRankings might change from one person to another!
A little trickCd=1
Google’s extra sidebar
Google’s extra sidebarDifferent typesTime differencesSocial or notAlready visited pages
Google’s extra sidebarIn images other optionsSizesTypesColors
What does that mean for response?
Not yet in the NetherlandsPlaying songs in the results
Not yet in the NetherlandsVince Update: Brands
Not yet in the NetherlandsLocal results
We have to change with the SERPSChanging the way you think is hard but important
We have to change with the SERPSDon’t change and you will be lonely…
We have to change with the SERPSDare to look in different directions
We have to change with the SERPSDare to step away from your site
We have to change with the SERPSListen to your audience
We have to change with the SERPSCommunicate with your potential visitorCommunicate at their place
We have to change with the SERPSMake sure it fits both you and your target audienceGo where your visitors go, but only if it fits
We have to change with the SERPSTwitter is not sacred but handyBut Twitter is being indexed by the engines…
We have to change with the SERPSUse YouTube
We have to change with the SERPSUse images, both on and off your siteThey will recognize you
We have to change with the SERPSUse bloggersBlogs are well indexed and foundGet in touch with 'influentials'If they talk about you they will find you
The Sony exampleNew LCD TV launched, pre-informed bloggers
The Sony exampleOptimized video’s
The Sony exampleAt the launch they dominated the SERPS
But I’m an affiliate, not Sony!
Can Affiliates do this?
The affiliate wayThink outside of the boxBe creative

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