Download - Changing SERPS and how to act on it
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Casino Affiliate Conference Amsterdam 2010
Bas van den Beld
The changing SERPS and what to do with them
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Who am I?
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One sheet about me• NetTraject
• Search & social strategy expert, blogger, trainer, speaker
• Radioshow
• Founder Searchcowboys
• Founder Stateofsearch.com
• International blogger
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Somebody is looking for you, are you there?
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The SERPS are changing
How do we handle these changes?
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To understand the changes…
You must know how the search engines “think”
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If others say its good, they believe it
Search engines are like humans
Therefore links matter…
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How do search engines think?
Search Engines are trying to understand what the user really wants
User intent
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How do search engines think?
Hand out the information as fast as you can
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More than Google?
In The Netherlands 95% - 98%
Worldwide 70% - 90%
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2nd largest search engine?
Another one…
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2nd largest search engine?
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Focus on Google
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Let’s take a look at the SERPS
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How do users respond to this?
Top results are important
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Google is changing
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Google is looking at the user
Google is changing
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Research shows: images attract attention
Google is changing
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Video is becoming more important
Google is changing
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Google responses to location
Google is changing
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Newsrelated articles can change in the top of the SERPS
The placement of the News results can change, based on relevance
Google is changing
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Users are tempted to use the suggestions
Suggestions are based on number of searches
Google is changing
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Results from your friends in your ‘social circle’
Google is changing
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All elements are shown within the SERPS
Universal or Blended Search
Google is changing
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Changes in responses
Other results are getting more attention
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More changes
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“Realtime” becoming more important
More changes
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Personalized Search
More changes
Rankings might change from one person to another!
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A little trick
Cd=1
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Google’s extra sidebar
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Google’s extra sidebar
Time differences
Social or not
Different types
Already visited pages
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Google’s extra sidebar
Sizes
Types
In images other options
Colors
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What does that mean for response?
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Not yet in the Netherlands
Playing songs in the results
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Not yet in the Netherlands
Vince Update: Brands
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Not yet in the Netherlands
Local results
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We have to change with the SERPS
Changing the way you think is hard but important
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We have to change with the SERPS
Don’t change and you will be lonely…
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We have to change with the SERPS
Dare to look in different directions
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We have to change with the SERPS
Dare to step away from your site
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We have to change with the SERPS
Listen to your audience
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We have to change with the SERPS
Communicate with your potential visitor
Communicate at their place
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We have to change with the SERPSMake sure it fits both you and your target audience
Go where your visitors go, but only if it fits
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We have to change with the SERPS
Twitter is not sacred but handy
But Twitter is being indexed by the engines…
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We have to change with the SERPS
Use YouTube
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We have to change with the SERPS
Use images, both on and off your site
They will recognize you
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We have to change with the SERPS
Blogs are well indexed and found
Get in touch with 'influentials'
If they talk about you they will find you
Use bloggers
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The Sony example
New LCD TV launched, pre-informed bloggers
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The Sony example
Optimized video’s
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The Sony example
At the launch they dominated the SERPS
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But I’m an affiliate, not Sony!
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Can Affiliates do this?
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The affiliate way
Be creative
Think outside of the box
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Dominate the results
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Don’t forget…
Mobile is not the future, its here already
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Next Steps?
Be creative
Listen to your audience
Look outside your own siteLook what fits you
Dominate the SERPS!!
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Questions?
www.stateofsearch.comwww.basvandenbeld.comwww.nettraject.nl
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