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Google Instant Impact on SEO

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  • 1. Google Instants Impact on SEO Tuesday, November 16, 2010 (EST) Speakers: Ian Everdell, MediaDve Erez Barak, OpDfy 2010 Third Door Media, Inc.

2. Viewing Tips Turn O Pop-Up Blockers Technical diculDes? Click on Help? link Use Q+A box SubmiZng quesDons to speaker Q+A session at end of webcast Use Ask a QuesDon box to submit quesDons Send quesDons at any Dme Twier hashtag - #smnow 2010 Third Door Media, Inc. 3. Ian Everdell, MediaDve Ian Everdell is the Usability Consultant at Media:ve. With a background in neuroscience, web design and more than 5 years experience with eye tracking, Ian thrives o helping clients improve the online experience for their poten:al customers. Worked on projects ranging from quick-win audits for small B2B companies to long-term digital marke:ng strategies for mul:-billion dollar corpora:ons. He is also the project manager for Media:ves ongoing search engine and buyer behavior research, which has led to industry-standard publica:ons such as the Google Golden Triangle and The BuyerSphere Project. 2010 Third Door Media, Inc. 4. Erez Barak, OpDfy Erez Barak is Vice President of Products and Co-Founder at Op:fy; Frequent speaker at industry events. Prior to Op:fy, Erez was a director of product marke:ng in HPs SoVware business unit. He was recently named among the Top 25 Innovators in 2010 by SeaYle Business Magazine. 2010 Third Door Media, Inc. 5. OpDfy Marke&ng in Real Time Founded in 2008 and publicly released in March 2010, now has over 1,400 accounts Enables marketers to drive more trac from organic search and social media, convert trac to sales and share your success in real :me Op:fy customers see over 100% increase in organic trac and over 300% increase in leads in less than 4 months Resources: Featured customers and tes:monials are available at www.op:fy.net/customer-tes:monials/ ,or read our case studies at www.op:fy.net/category/case-studies/ We oer 4 Edi:onswww.op:fy.net/edi:ons-pricing/ and a 30-day free trial www.op:fy.net/sign-up/ Learn more at www.op:fy.net 2010 Third Door Media, Inc. 6. QuesDon #1: What are the core features in Google Instant? Dynamic Results Predic:ons Scroll to Search 2010 Third Door Media, Inc. 7. What goes into predicDons? W A P X RLocal Popular Personalized No Adult Content Recent and Trending Similar to ranking algorithm 2010 Third Door Media, Inc. 8. What changed since launch? Keyboard scrolling naviga:on Instant for Images, Books, News and Video search Expansion into 12 more countries: Austria, Belgium, Canada, the Czech Republic, Ireland, Mexico, the Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine Mobile 2010 Third Door Media, Inc. 9. QuesDon #2: Does Instant Save Me Time? Instant saves between 2 and 5 seconds per search That saves something on the order of 33 million user minutes per month (350 million hours of search :me over its rst year) 2010 Third Door Media, Inc. 10. QuesDon #3: Is Instant the End of Search Engine OpDmizaDon? The basics of search havent changed only the presenta:on has changed The Google algorithm hasnt changed The fundamentals of search and search engine op:miza:on are 100% intact 2010 Third Door Media, Inc. 11. QuesDon #4: Do I Need to OpDmize for ParDal Keywords? Google is not presen:ng results for par:al queries Google shows the results for its best guess at your meaning, not for what youre actually typing in 2010 Third Door Media, Inc. 12. Keyword Diversity Google Instant Launch2010 Third Door Media, Inc. 13. QuesDon #5: How Will Instant Aect the Long Tail? Instead of the possibly unique and new query the user was going to search for, search will end at a suggested query More users may search for the suggested queries If you are already ranking well for a suggested query you could stand to win as more searchers are funneled to that query 2010 Third Door Media, Inc. 14. Long Tail Searches Google Instant Launch2010 Third Door Media, Inc. 15. Main Takeaways Keep doing what youve done before More SERPs shown = More content exposure Predic:ons are not always the most popular search terms Changing predic:ons require tracking long tail trac Slow rollout to all audiences and feature changes require tracking of actual trac trends 2010 Third Door Media, Inc. 16. Track The Long Tail Interac:ve char:ng Advanced lters and customiza:on 2010 Third Door Media, Inc. 17. Track Ranking Keywords Compe:tors Tag keywords Track rank and trends 2010 Third Door Media, Inc. 18. 2010 Third Door Media, Inc. 19. The Big QuesDons What do users look at? When do users look at those things? Does Instant change the way people search? Do they like this change? 2010 Third Door Media, Inc. 20. Claims/SpeculaDons Saves 2-5 seconds per search Impacts on long tail searching Side sponsored ad clicks go down 2010 Third Door Media, Inc. 21. Methodology Online survey Eye tracking Heatmaps show counts Aggregated over dierent searches Caveats Small sample Preliminary analysis 2010 Third Door Media, Inc. 22. 2010 Third Door Media, Inc. 23. Standard Instant 2010 Third Door Media, Inc. 24. Standard Instant 2010 Third Door Media, Inc. 25. Standard Instant 2010 Third Door Media, Inc. 26. NavigaDonal - Standard NavigaDonal - Instant 2010 Third Door Media, Inc. 27. NavigaDonal - Standard NavigaDonal - Instant 2010 Third Door Media, Inc. 28. InformaDonal - Standard InformaDonal - Instant 2010 Third Door Media, Inc. 29. InformaDonal - Standard InformaDonal - Instant 2010 Third Door Media, Inc. 30. InformaDonal - Standard InformaDonal - Instant 2010 Third Door Media, Inc. 31. TransacDonal - Standard TransacDonal - Instant 2010 Third Door Media, Inc. 32. TransacDonal - Standard TransacDonal - Instant 2010 Third Door Media, Inc. 33. 2010 Third Door Media, Inc. 34. Side Sponsored - Standard Side Sponsored - Instant 2010 Third Door Media, Inc. 35. 2010 Third Door Media, Inc. 36. Did you like Google Instant? 30% 25% 20% 15% 10% 5% 0% No, I hated it Not really It was ok It was preYy good Yes, I loved it 2010 Third Door Media, Inc. 37. How olen would you use Instant? 30% 25% 20% 15% 10% 5% 0% Never Rarely Occasionally OVen All the :me 2010 Third Door Media, Inc. 38. Do you think Instant changed the way you search? 70% 60% 50% 40% 30% 20% 10% 0% Yes No 2010 Third Door Media, Inc. 39. Did Instant change their behavior? Kind of 2010 Third Door Media, Inc. 40. Did Instant change their behavior? Decreased No Change Increased % query typed 25% 75% 0% query length 0% 83% 17% :me to click 33% 58% 8% 2010 Third Door Media, Inc. 41. Did Instant change their behavior? Decreased No Change Increased % query typed 25% 75% 0% query length 0% 83% 17% :me to click 33% 58% 8% 2010 Third Door Media, Inc. 42. 2010 Third Door Media, Inc. 43. Erez Barak, VP Product & Co-Founder [email protected] @ebarak TM710 2nd Avenue Suite 840 SeaYle, WA 98104 t: 1.206.388.4234 f: 1.206.787.1410 hYp://www.op:fy.net 2010 Third Door Media, Inc. 44. Ian Everdell, M.Sc. Usability Consultant Mediative www.mediative.ca 250.861.5252 ext 226 800.277.9997 ext 226 [email protected] Twitter: @ianeverdell LinkedIn: http://ca.linkedin.com/in/ianeverdell2010 Third Door Media, Inc.

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