Learn about the effects of Universal/Blended search and Google Instant/Real-Time Search, and what you can do to take advantage of those effects.

1. RANKABOVE Real Time & Universal Search: SEO for Tomorrow 2011

3. What is Blended/Universal Search?

4. What is Instant/Real-Time Search?

5. How does it help?

7. Blended Search History

9. Better for Sites.

11. Users Love Rich Media Blended Results Garner Much Higher Click-Through Rates Than Regular Results

12. Especially Images & Video CTR 18%

13. Images Sometimes Rock

14. Video Always Rocks Across all positions, video results with thumbnails generate higher CTRs

15. CTR Across Positions

16. Video Viewers Shop! Video viewers are 20% more likely to make a purchase online Buyers per visitor vs video viewer 20% 21% 22% 22% 22% Source: comScore

17. Video Viewers Stay! Video Users stay on the site longer, visit more pages and bounce less often

18. Which Would You Click? CollegeHumor formatted its videos so that Google understood they were videos. Once they did, and thumbnails began being displayed in the SERPS, CTRs went way up. After all, which would you click? Vs.

19. Even Better With instant Video up 28% across the board! CTR

20. What is Instant Search?

22. Long-Tail Keyword Compression.

23. Rich Media Rules.

25. What I Thought…

26. What Actually Happened

27. What Actually Happened

28. Long Tail Compression Because Google Instant focuses the user’s attention on more popular search phrases, by suggesting them and showing their results, less users use more obscure phrases.

29. How Will It Affect You? If your company sold iPod Car Adapters, but ranked for a lesser-used phrase, like “iPod Car Cables,” it is unlikely that a searcher using Instant would get to that search.

30. Long Tail Data

31. Prude Paradox Even with SafeSearch turned off, Google Instant will not show suggestions for adult terms. But for some reason, that makes traffic from mature phrases for non-adult sites, rise. Take a look at this.

32. Prude Paradox Traffic from mature keywords grew 20%. Traffic from keywords with the term “sex” shot up 33% 33% Increase! SEX! SEX

33. Adding Rich Media Video People like videos; they are good for eCommerce sites too, not just content. Create video content. Create & Submit a Video Sitemaps. Mark up videos with microformats to let the Search Engines know they are videos. Pictures Pictures benefit some sites, not all. Add images to XML Sitemaps. Make sure there is a reason to see the next photo. News Submit site to Google News. Products Submit data feed to Google Base.

34. Optimizing Video Make sure you host the video and/or CNAMEs for CDNs are set correctly. Make sure your sitemaps and/or microformats are correct. Summit your sitemaps and add to your Robots.txt. Make sure your URLs are not too long. Your videos must be family-friendly. Choose a good thumbnail. You need textual content too: transcripts, tags, titles, comments, translation, etc… Regular SEO for the page. Use multiple navigational paths: hierarchical, folksonomic & supplemental.

35. Optimizing Other Media Images Alt tag, image name, title and content on the page around the image. Add more data: EXIF, tags, context, captions and more. Google “lightboxes” images—add prominent navigation. Host, or use CNAMEs correctly if you use a CDN. Add to XML Sitemap via the <image> tag. Others Correct formats. Keep track of new blends, like episodes.

37. Tweets

38. Music

39. Accordion w/Twitter & Videos

40. Sites

41. Box with Wikipedia, Songs & Images

43. Twitter – the new darling of Google, for links and for SERPs

44. Different suggestions

45. Different side links

47. Our Data RankAbove Looked at 10 Sites Over Six Months. Monthly, We Analyzed: 150MM+ Visits from SEO 20MM+ Video Hits from SEO 100K+ Image Hits from SEO 1MM+ Keywords 100K Tracked Rankings

48. Want to Know More? Eli Feldblum eli@rankabove.com @FeldBum @RankAbove www.rankabove.com