The document discusses how search engine results pages (SERPs) are dominated by ads and a few top organic listings. It notes that for many queries, only the top 1-4 non-ad results matter to users. It argues that as search incorporates more personalized factors like location, social media, and apps, fewer total results will be relevant. Companies must differentiate themselves to appear in the top spots that drive user engagement.

1. Differentiate or Die
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2. 7,780 Results!
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3. CTR by SERP Position
18.2% in position 1
1.04% in position 10
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4. 731 Million Results
ADS Popular search
query – Credit
Cards
Google Controlled
Page!
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5. Top 10 Organic Results – Credit
Cards
1. Creditcards.com 1. Capital One
2. Visa 2. Bankrate
3. Mastercard 3. Citibank
4. Chase 4. Discover
5. Bank of America 5. Cardratings.com
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6. Observations
• 4 Ads up top
• First Ad is Google controlled
• 1 organic result above the fold
• Approximately 731 Million results (minus 10
or 11) that don’t matter!
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7. Bonus Observation
Even AMEX’ status
as a major brand was not enough!
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8. 42,700 Results!
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9. How Many Results Actually
Matter?
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10. Or Maybe
only 1?
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11. How About for a Locally Oriented Query?
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12. i.e. the 2
that are
closest
to you!
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13. If Google Gets the Rest of the
Results “Wrong” …
Does it matter?
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14. Enter Search, plus Your World
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15. How Many Results Matter Now?
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16. Why 4?
• Only 4 non-ads above the fold
• And …
3 of these come from a ranking algo that did
not exist prior to January 10, 2012
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17. @stonetemple
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18. The Seismic Shifts Will Continue
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19. This Device May Dissappear …
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20. … and this may rule
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21. The Browser May Fade …
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22. … and apps may rule
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23. The impact of social is already
huge
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24. Enter Search, plus Your World
What Happened to the
Right Rail Ads?
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25. How are you going to be one of
the 4?
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26. @stonetemple
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27. Source:kaywa.com
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28. Brand Searches
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29. Superior User Engagement
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30. Superior CTR
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31. Best Link Profile
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32. Most Discussed on the Internet
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33. Freshest Content
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34. The GOAL
Become so important that the search results
are broken if you are not in the top 4
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35. Thank You!
Eric Enge
eenge@stonetemple.com
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(508) 485-7751
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