search engine optimization results irwd2013
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@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
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February 13, 20131
WAYS TO MAKE SURE THE INTERNET SEARCH RESULTS YOU’RE SEEING ARE WHAT CONSUMERS SEE
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
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February 13, 2013
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
ARE YOU SEEING THE SAME SEARCH RESULTS THAT YOUR CUSTOMERS SEE?
• Google customizes search results.
• Test results could be distorted by what you’ve searched on and viewed in the past.
• Google updates and changes to be aware of when testing your search engine results.
• Steps to get “clean” results when you are testing your search engine optimization.
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February 13, 2013
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
TOP 4 REASONS SEARCH RESULTS DON’T MATCH
Personalization
Algorithm Testing
Data Center Location
February 13, 20134Source: http://themetaq.com/articles/reasons-your-google-search-results-are-different-than-mine
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE CUSTOMIZED SEARCH
Google Universal Search
• Blended Search Results• Videos• Images• Local•News• Shopping• Books
• Most Relevant Content For Each Individual
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February 13, 2013
Personalization
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE CUSTOMIZED SEARCH
Personalized Search
• “Must” Be Logged Into Google Account (Google AdWords, Google Analytics, Gmail, etc.)*
• Customized To YOUR:
• Search Behavior
• Google+ Circles If Anyone Has +1’d Content
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February 13, 2013
Personalization
*Even when you’re not signed in, Google still delivers personalized search results based on previous search information. Google stores your non-logged in search queries and clicked results for up to 180 days via browser cookies.
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
WEB HISTORY
February 13, 20137
Personalization
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
February 13, 20138Source: http://support.google.com/accounts/bin/answer.py?hl=en&answer=54041
SEARCH HISTORY: YOU CAN TURN IT OFF
Signed-in search history personalization
Signed-out search history personalization
Where the data we use to customize is stored
In Google Web History, linked to your Google Account
On Google's servers, linked to an anonymous browser cookie
Which searches are used to customize
Only signed-in search activity, and only if you have Google Web History enabled
Only signed-out search activity
How to turn off Turn off search history personalization ("Signed in searches" section)
Turn off search history personalization ("Signed out searches" section)
Personalization
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
February 13, 20139
Personalization
SHORT-TERM SOLUTIONS• Verbatim – Searches
EXACTLY What Was Typed (Including Typos)
Search Tools
All Results
Verbatim
NOTE: Only Lasts For Current Search Session
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
February 13, 201310
Personalization
SHORT-TERM SOLUTIONS• Toggle Personalization
NOTE: Only Lasts For Current Search Session
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
February 13, 201311
Personalization
LONG-TERM SOLUTIONS• Change Google Search Settings
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
February 13, 201312
Personalization
LONG-TERM SOLUTIONS
• Clear Cache And Cookies• Browser Dependent
http://support.google.com/accounts/bin/answer.py?hl=en&answer=32050
Photo Source: http://www.grouprecipes.com/133270/mickey-mouse-cookies.html
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
MAJOR GOOGLE 2012 UPDATES
1. Google Search Plus Your World
2. Knowledge Graph
3. Google+ Local With Zagat
4. 7-Result Search Engine Results Pages (SERPs)
5. SERPs Redesign
6. Flight Explorer
In addition to Panda, Penguin and the myriad of minor search ranking changes in 2012…
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE - JANUARY 10, 2012
GOOGLE SEARCH PLUS YOUR WORLD• Personal Results
• Profiles in Search
• People And Pages
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE - MAY 16, 2012
KNOWLEDGE GRAPH• Find The Right Results
Orlando FL or Orlando Bloom?
• Key FactsLocation, weather, local time
• Unexpected DiscoveriesUpcoming events and points of interest link to other potential search ideas
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE - MAY 30, 2012
GOOGLE+ LOCAL WITH ZAGAT• Google+ Page for
Businesses
• Includes Google Maps Info
• See Zagat 30-Point Food Scale Restaurant Ratings
• Individual Ratings & Reviews
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE - AUGUST 14, 2012
7-RESULT SEARCH ENGINE RESULTS PAGES (SERPs)• Primarily (But Not Only) Branded Search
Terms- 18.3% SEOMoz-Tracked Data Show 7 Results
• Expanded Site Links On #1 Result
• Multiple Results From The Same Site- Easier For One Site To Dominate The Page
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February 13, 2013
Source: http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
7-RESULT SERP SAMPLE
• Branded Search Terms
- Walt Disney World
• Expanded Site Links On #1 Result- Additional Links Within The Main WDW Website
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February 13, 2013
Algorithm Testing
Bonus: Knowledge Graph
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE - NOVEMBER 6, 2012
SERPs REDESIGN• Consistent Search
Experience Across Desktop, Mobile And Tablet Devices
• Advanced Search Options Moved From Left Sidebar To Top Nav
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE UPDATE – DECEMBER 19, 2012
FLIGHT EXPLORER
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February 13, 2013
Algorithm Testing
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
Algorithm Testing
HOW YOU CAN SEE (ALMOST) WHAT I SEE
GOOD LUCK!
Even If You Access Search At The:
- Same Date and Time
- Same Location
- Same Data Center
You STILL May Be Accessing A Different Algorithm Version.
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February 13, 2013
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
Data CenterWHERE ARE YOU GETTING YOUR INFO?
DATA CENTERS AROUND THE WORLD
• Google Discloses Several• 8 In Data Center Photo Gallery• 13 Data Center Locations • Reportedly 36+ Total
• Based On Your Location• Unless High Traffic Volume
• Testing Algorithms At Some Centers, Not Necessarily All
• Some Unique (Regional) Data, Some Replicated (Global)• “Regional” Data Could Contain More Local Results
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February 13, 2013
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
GOOD LUCK!
If You Access Search From The Same IP Address, You Will Most Likely See The Same Results Unless:
- The Data Center Is Receiving High Traffic Volume
- Other Personalization Settings Override It
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February 13, 2013
Data Center
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
GOOGLE KNOWS WHERE YOU ARE
LOCATION
• IP Address
• Google Latitude
• Google Toolbar’s My Location Feature
• Country-Specific Search Engine
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February 13, 2013
Location
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
HOW YOU CAN SEE (ALMOST) WHAT I SEE
SET YOUR PREFERRED LOCATION
1. Click The Gear Icon, Then Search Settings Or Update Your Settings At: google.com/preferences
2. Select Location
3. Enter One:• Street Address• Zip Code• City And State• Country
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February 13, 2013
Location
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
SUMMARY: YOUR RESULTS MAY VARY
REASONS FOR DIFFERENT SEARCH RESULTS1. Personalization – Google Customized Search
2. Algorithm Testing & Google Updates
3. Data Center Differences
4. Location-Based Results
2 Of The 4 Reasons Can Be Easily Changed!
February 13, 201326
Source: http://themetaq.com/articles/reasons-your-google-search-results-are-different-than-mine
Algorithm Testing
Personalization
LocationData Center
@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3
THANK YOU!
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February 13, 2013
Contact Information:
Sharon MostynRoamRight Travel Insurancehttp://www.RoamRight.com
Twitter: @SharonMostyn or @RoamRight
Email: smostyn@roamright.com
Keep Updated On Google Search Changes:
• Official Google Blog http://googleblog.blogspot.com/
• Inside Search http://www.google.com/insidesearch/
• SearchReSearch http://searchresearch1.blogspot.com/
• Search Engine Land http://searchengineland.com/guide/google
• SEOMoz http://www.seomoz.org/blog
• MoreVisibility SEO, SEM & Analytics Blogs http://www.morevisibility.com/blogs.php
Or, you can always set up Google Alerts (or Yahoo Alerts) to notify you of any changes.
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