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Time-Sensitive Searches
A Quick Holiday Search Strategy
Guide
victor.pan@catalystsearchmarketing.com
@victorpan
Agenda
• Search Gets Caffeinated
– Examples of query deserves
freshness
• A Father’s Day Case Study
– An analysis of an evolving
Holiday SERP
• Takeaways
– How to be proactive about
time-sensitive SERPS
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 2
I’m that SEO Samurai Dude
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 3
Google Caffeine 101
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 4
• Caffeine is Google’s index system to serve queries that
require time-sensitive information.
Queries Deserve Freshness (QDF)
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 5
Father’s Day
Case Study
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 6
Google 6/3/2014
• Knowledge Graph
• Google News
• Google Images
– Pixel dimensions are
450±50 X 450±50
• Pinterest influencer’s
board?!
#BarnacleSEO
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 7
Google 6/6/2014
• Google News
keeps refreshing
• Google Images
remain the same
• A news site with
high domain
authority (97) but
low page authority
(1) can hit page 1
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 8
Google 6/10/2014
• PPC Ads show up
on the right
• Google News
Shifts to “Gift
News”
• Google Images
remain the same
• Sites about gifts
start ranking on
page 1.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 9
Google 6/11/2014
• Ads temporarily
pop above the
Knowledge Graph
• Askmen.com’s 1
page authority
content gets tons
of links.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 10
Surprise! Google 6/12..13…14/2014
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 11
• News Results keep
rotating
• Ad bids relatively
similar
• Organic SERPS
remain constant
• Image Search results
remain unchanged…
Father’s Day! (6/15/2014)
• Knowledge Graph
• PPC ads on the
right
• Only Google News
approved sites can
play in this box.
• Top Google
images results
remain stagnant.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 12
Post Father’s Day! (6/18/2014)
• Knowledge Graph
• No PPC ads
anywhere
• Google News box
falls down.
• Image results
remain stagnant
after position 4
• We start seeing in-
depth articles!
• Top SERPS don’t
change much
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 13
Summary: Theses Factors Matter In
Time-Sensitive SERPS
• Knowledge Graph
• Google News Listing
– Most recent article/Most cited article gets listed
• Keyword relevancy, DA and PA
• Image optimization
• In-depth articles
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 14
The Bigger Picture
• 81% of search now
shows “universal
SERPS”
– Don’t forget image
and video SEO!
Full Study:
http://www.searchmetrics.com/en/k
nowledge-base/universal-search-
study/
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 15
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 16
Takeaways
Does Your Brand
Want To Be A
Part of the
Holiday
Conversation?
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 17
• You want to win the SERPS before the peak
ends. Planning is key.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 18
Step 1: Identify The Peaks (When Possible)
REDACTED 
Step 2: Potential opportunities for time-
sensitive SERPS
• News Outlets (Hard)  PR & Social
– Newsjacking
• Text Ads (Expensive)  PPC
– Display Ads on SERPS you don’t own (Cheaper)
– Retargeting on display ads (Cheaper)
• Images (Easy)  SEO
– Optimize images and obtain links with keyword-rich anchor text
Make image sharing easy so you can win links with image attribution emails.
• Knowledge Graph (Hard)  SEO
– Pray that Wikipedia editors cite your website as a source.
– Edit Freebase and hope Google believes the information is accurate
To dominate a news-sensitive SERP, all digital channels need to be involved.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 19
REDACTED 
BONUS SLIDE
• Social is part of this
as well!
– (Most people don’t
search “Father’s
Day” incognito or on
Tor)
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 20
Step 3: Create Content To Those
Winning Verticals To Win!
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 21
• If your brand has time-sensitive content, you can take the lead!
REDACTED 
Examples from Another Life
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 22
REDACTED 
Thank You!
victor.pan@catalystsearchmarketing.com
@victorpan
Appendix
(For Bing Lovers)
Bing Also Gets Freshness
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 25
TLDR; SERPS DON’T CHANGE MUCH IN BING
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 26
• Bing Snapshot
• SERP with
sitelinks
• Image Results
• Related Search
(multiple sections)
• News results
• Ads
A Different Format: Bing it On?
• Bing features
Fathers day news
after the images.
• Bing Snapshot
(their Knowledge
Graph equivalent)
is on the top right
• Suggested Search
takes up quite a bit
of real estate on
Bing
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 27
Sometimes the News Doesn’t Cut It
• - We’re not sure why,
but Bing SERPS are
more volatile than we
think.
• - Bing Boards shows
up on this date.
Feature is kind of in
Beta.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 28
If A Search Engine Changes Its SERP
And Nobody Notices…Did it Happen?
- 4 Days went by with
pretty much no
change in the
SERPS. Bing doesn’t
update its index as
often (no surprise).
- Can you spot the
URL position swap in
this image?
- Did you notice an
image search
change?
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 29
Hey… who else tested ads on June 11th?
• Not the first time
Bing has been
caught “copying”
Google on things.
• Notice how News
results are back,
but on the very
bottom of this
screenshot.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 30
Questions… But No Intuitive Answers
• News section gets
pushed slightly
higher (Pos 5)
– Thumbnails
determined by
whether source
uses it.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 31
• Nothing special happens on
Father’s Day. What a
disappointment!
• Factors that matter:
– Bing News
– Bing Image Search
– Bing Related Searches
– Bing Ads
– Bing Snapshot
– Bing Board (Beta)
– Typical SE ranking factors.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 32
Bing it On!

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Time Sensitive Search

  • 1. Time-Sensitive Searches A Quick Holiday Search Strategy Guide victor.pan@catalystsearchmarketing.com @victorpan
  • 2. Agenda • Search Gets Caffeinated – Examples of query deserves freshness • A Father’s Day Case Study – An analysis of an evolving Holiday SERP • Takeaways – How to be proactive about time-sensitive SERPS COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 2
  • 3. I’m that SEO Samurai Dude COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 3
  • 4. Google Caffeine 101 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 4 • Caffeine is Google’s index system to serve queries that require time-sensitive information.
  • 5. Queries Deserve Freshness (QDF) COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 5
  • 6. Father’s Day Case Study COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 6
  • 7. Google 6/3/2014 • Knowledge Graph • Google News • Google Images – Pixel dimensions are 450±50 X 450±50 • Pinterest influencer’s board?! #BarnacleSEO COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 7
  • 8. Google 6/6/2014 • Google News keeps refreshing • Google Images remain the same • A news site with high domain authority (97) but low page authority (1) can hit page 1 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 8
  • 9. Google 6/10/2014 • PPC Ads show up on the right • Google News Shifts to “Gift News” • Google Images remain the same • Sites about gifts start ranking on page 1. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 9
  • 10. Google 6/11/2014 • Ads temporarily pop above the Knowledge Graph • Askmen.com’s 1 page authority content gets tons of links. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 10
  • 11. Surprise! Google 6/12..13…14/2014 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 11 • News Results keep rotating • Ad bids relatively similar • Organic SERPS remain constant • Image Search results remain unchanged…
  • 12. Father’s Day! (6/15/2014) • Knowledge Graph • PPC ads on the right • Only Google News approved sites can play in this box. • Top Google images results remain stagnant. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 12
  • 13. Post Father’s Day! (6/18/2014) • Knowledge Graph • No PPC ads anywhere • Google News box falls down. • Image results remain stagnant after position 4 • We start seeing in- depth articles! • Top SERPS don’t change much COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 13
  • 14. Summary: Theses Factors Matter In Time-Sensitive SERPS • Knowledge Graph • Google News Listing – Most recent article/Most cited article gets listed • Keyword relevancy, DA and PA • Image optimization • In-depth articles COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 14
  • 15. The Bigger Picture • 81% of search now shows “universal SERPS” – Don’t forget image and video SEO! Full Study: http://www.searchmetrics.com/en/k nowledge-base/universal-search- study/ COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 15
  • 16. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 16 Takeaways
  • 17. Does Your Brand Want To Be A Part of the Holiday Conversation? COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 17
  • 18. • You want to win the SERPS before the peak ends. Planning is key. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 18 Step 1: Identify The Peaks (When Possible) REDACTED 
  • 19. Step 2: Potential opportunities for time- sensitive SERPS • News Outlets (Hard)  PR & Social – Newsjacking • Text Ads (Expensive)  PPC – Display Ads on SERPS you don’t own (Cheaper) – Retargeting on display ads (Cheaper) • Images (Easy)  SEO – Optimize images and obtain links with keyword-rich anchor text Make image sharing easy so you can win links with image attribution emails. • Knowledge Graph (Hard)  SEO – Pray that Wikipedia editors cite your website as a source. – Edit Freebase and hope Google believes the information is accurate To dominate a news-sensitive SERP, all digital channels need to be involved. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 19 REDACTED 
  • 20. BONUS SLIDE • Social is part of this as well! – (Most people don’t search “Father’s Day” incognito or on Tor) COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 20
  • 21. Step 3: Create Content To Those Winning Verticals To Win! COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 21 • If your brand has time-sensitive content, you can take the lead! REDACTED 
  • 22. Examples from Another Life COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 22 REDACTED 
  • 25. Bing Also Gets Freshness COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 25
  • 26. TLDR; SERPS DON’T CHANGE MUCH IN BING COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 26 • Bing Snapshot • SERP with sitelinks • Image Results • Related Search (multiple sections) • News results • Ads
  • 27. A Different Format: Bing it On? • Bing features Fathers day news after the images. • Bing Snapshot (their Knowledge Graph equivalent) is on the top right • Suggested Search takes up quite a bit of real estate on Bing COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 27
  • 28. Sometimes the News Doesn’t Cut It • - We’re not sure why, but Bing SERPS are more volatile than we think. • - Bing Boards shows up on this date. Feature is kind of in Beta. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 28
  • 29. If A Search Engine Changes Its SERP And Nobody Notices…Did it Happen? - 4 Days went by with pretty much no change in the SERPS. Bing doesn’t update its index as often (no surprise). - Can you spot the URL position swap in this image? - Did you notice an image search change? COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 29
  • 30. Hey… who else tested ads on June 11th? • Not the first time Bing has been caught “copying” Google on things. • Notice how News results are back, but on the very bottom of this screenshot. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 30
  • 31. Questions… But No Intuitive Answers • News section gets pushed slightly higher (Pos 5) – Thumbnails determined by whether source uses it. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 31
  • 32. • Nothing special happens on Father’s Day. What a disappointment! • Factors that matter: – Bing News – Bing Image Search – Bing Related Searches – Bing Ads – Bing Snapshot – Bing Board (Beta) – Typical SE ranking factors. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 32 Bing it On!

Editor's Notes

  1. Alternative title: Web Portfolio Management How to use Spotfire like you work at WallStreet Intro to Spotfire for SEO Cross-Discipline SEO Awesomeness
  2. One of the few things we can thank 9/11 for. Search engines were failing new-sensitive searches.
  3. Methodology: Snapshot on weekdays for the query “Father’s Day” onGoogle and Bing Search with de-personalized search. Only