The document provides tips for businesses to improve their search engine optimization and presence in Google search results. It recommends getting content like videos, images, news and products listed in XML sitemaps and feeds to be better surfaced by Google. It also emphasizes using schema markup across content, keeping content fresh, and understanding how video content in particular performs well in search results by drawing users in and boosting click-through rates. Blended and video results see much higher engagement than regular text-only results.

1. January 2012

13. • 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.

15. Blended Results Garner Much Higher Click-Through Rates Than Regular Results
Blended
38%
Regular
12%
0% 5% 10% 15% 20% 25% 30% 35% 40%

16. 90%
80%
70%
60%
50%
Images
40%
30%
20%
Video
10%
News
0%
Text

17. Personalities/Fashion 91%
Products/Commerce 8% CTR
43%
1.87 1:41
87%
1.03
0:22
Bounce Rate Depth Length

18. 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

19. 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

20. 20%
25.0% Buyers per visitor vs video viewer
20.0%
15.0%
21% 22% 22%
10.0% 22%
5.0% 21%
Total Internet
0.0%
Video Streamers

21. Video Users stay on the site longer,
visit more pages and bounce less often

22. Page 1 Page 2

24. Video
Sitemap
mRSS
Sitemap
Video 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

25. Universal Search displays video results:
• In batches on the first page. Up to 6 results in 10-result SERPs and up to 10
results on larger SERPs. Those batches count as results. This is a major change
from previous Universal Search behavior.
• Integrated results from page 2 and on. Up to 8 results with playable thumbnails
on each 10-result page.
• Only when a sites uses a video sitemap or a mRSS file, and includes a
thumbnail
• 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)

26. • Universal Search Results are Regular Results that are
interpreted differently by Google
• Regular SEO Applies – the page, not the video, must have
good on-page factors (title, URL, header) and off-page factors
(backlinks)
• Supplement Your Video with text, like transcripts, comments
and more
• Multiple Paths of Navigation
• Hierarchical: Category  Sub-Category  Your Video
• Folksonomic: Tags, “People Who Liked,” Top in
Category, Similar
• Supplemental: Author, Publisher, Date

27. Eli Feldblum
eli@rankabove.com
052-573-4877
@FeldBum