The document discusses the implications of new Google features on SEO, highlighting the need for optimization of titles, meta descriptions, and an increased focus on video and images. It emphasizes the importance of real-time search results and evolving user behavior, particularly related to long-tail keywords and keyword clusters. Additionally, it outlines nine critical elements to master in SEO, including understanding geography, target groups, and the significance of building brand relationships.

1. Consequences of new
Google features
And 9 things to consider when approaching SEO

2. Google is like an onion

3. Several different SERPs*
Logged in
Web One Google for each country
Scholar
Instant
Reviews
Last year
Discussions
Last week
Books
Last 24 hours Video
Personal
Images
Finance
Social circle Maps
Shopping
News Blogs
Realtime
*Search Engine Result Page

4. Personalized search

5. Consequences
§ You don’t rank as well as you think you are

6. Consequences
§ You don’t rank as well as you think you are
§ One additional reason to optimize titles & meta descriptions

7. Consequences
§ You don’t rank as well as you think you are
§ One additional reason to optimize titles & meta descriptions
§ Put more efforts on video and images

8. Realtime search

9. Consequences
§ Realtime-SERP present an overview in realtime

10. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends

11. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed

12. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results
away (reputation management)

13. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results
away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs
(Online PR)

14. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results
away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs
(Online PR)
§ Search results are rolling which draw attention and generates
clicks

15. Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results
away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs
(Online PR)
§ Search results are rolling which draw attention and generates
clicks
§ Is working in smart phones like iPhone and Android-based
ones

16. Instant search

17. Consequences
§ Search ranking doesn’t change...

18. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does

19. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant
(and a true challenge)

20. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant
(and a true challenge)
§ Long-tail & variations in keywords will be even more
important than before

21. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant
(and a true challenge)
§ Long-tail & variations in keywords will be even more
important than before
§ To develop keyword clusters with tools like Google Suggest is
more important than before

22. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant
(and a true challenge)
§ Long-tail & variations in keywords will be even more
important than before
§ To develop keyword clusters with tools like Google Suggest is
more important than before
§ User focus might be in the middle of the page which could
decrease the effect of ads to the right

23. Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant
(and a true challenge)
§ Long-tail & variations in keywords will be even more
important than before
§ To develop keyword clusters with tools like Google Suggest is
more important than before
§ User focus might be in the middle of the page which could
decrease the effect of ads to the right
§ Could be relevant to buy ads on apparently irrelevant
keywords

24. Social search

25. Consequences
§ Brands that people would like to be associated with will win

26. Consequences
§ Brands that people would like to be associated with will win
§ Critical to build relations and nurture networks
– Relation brand

27. Consequences
§ Brands that people would like to be associated with will win
§ Critical to build relations and nurture networks
– Relation brand
§ Ever tried tribal marketing? The time is now.

29. 9 things to master when working with SEO

30. Geography

31. Target group need
Keyword

32. Search volume

33. Commercial keywords

34. Competition

35. Product characteristics

36. Target group behavior

37. Social channels

38. Our own ability

39. Content

40. Rational Emotional

41. Content characteristics
bjornalberts.com

42. Relationships
Bild från Accelmich.org

43. Beyond communications
Bild från Accelmich.org

44. In short...
Great product, nice employees & content

45. reveals the true identity of your brand

46. Thanx for listening!
bjorn.alberts@halvarsson.se