consequences of new google features
DESCRIPTION
A short presentation about a few new Google features and their possible consequences. Features: Instant-, Personalized-, Realtime- & Social Search. Also 9 things to consider when, as marketing manager, approaching SEO in genereal.TRANSCRIPT
Consequences of new Google featuresAnd 9 things to consider when approaching SEO
Google is like an onion
Several different SERPs*
*Search Engine Result Page
Logged in
One Google for each country
Reviews
Discussions
Video
Images
Maps
BlogsRealtime
NewsShopping
FinanceSocial circle
Personal
Last 24 hours
Last week
Last year
Web
Instant Scholar
Books
Personalized search
Consequences§ You don’t rank as well as you think you are
§ You don’t rank as well as you think you are
§ One additional reason to optimize titles & meta descriptions
Consequences
§ You don’t rank as well as you think you are
§ One additional reason to optimize titles & meta descriptions
§ Put more efforts on video and images
Consequences
Realtime search
§ Realtime-SERP present an overview in realtime
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results away (reputation management)
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)
§ Search results are rolling which draw attention and generates clicks
Consequences
§ Realtime-SERP present an overview in realtime
§ Primary this applies to current events and trends
§ The conditions for crisis communications has changed
§ It’s no longer enough to try to keep negative search results away (Reputation management)
§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)
§ Search results are rolling which draw attention and generates clicks
§ Is working in smart phones like iPhone and Android-based ones
Consequences
Instant search
§ Search ranking doesn’t change...
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant (and a true challenge)
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant (and a true challenge)
§ Long-tail & variations in keywords will be even more important than before
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant (and a true challenge)
§ Long-tail & variations in keywords will be even more important than before
§ To develop keyword clusters with tools like Google Suggest is more important than before
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant (and a true challenge)
§ Long-tail & variations in keywords will be even more important than before
§ To develop keyword clusters with tools like Google Suggest is more important than before
§ User focus might be in the middle of the page which could decrease the effect of ads to the right
Consequences
§ Search ranking doesn’t change...
§ ...but search behavior does
§ To rank at fewer letter combinations should be relevant (and a true challenge)
§ Long-tail & variations in keywords will be even more important than before
§ To develop keyword clusters with tools like Google Suggest is more important than before
§ User focus might be in the middle of the page which could decrease the effect of ads to the right
§ Could be relevant to buy ads on apparently irrelevant keywords
Consequences
Social search
§ Brands that people would like to be associated with will win
Consequences
§ Brands that people would like to be associated with will win
§ Critical to build relations and nurture networks– Relation brand
Consequences
§ Brands that people would like to be associated with will win
§ Critical to build relations and nurture networks– Relation brand
§ Ever tried tribal marketing? The time is now.
Consequences
9 things to master when working with SEO
Geography
Keyword
Target group need
Search volume
Commercial keywords
Competition
Product characteristics
Target group behavior
Social channels
Our own ability
Content
Rational Emotional
bjornalberts.com
Content characteristics
Bild från Accelmich.org
Relationships
Bild från Accelmich.org
Beyond communications
In short...
Great product, nice employees & content
reveals the true identity of your brand
Thanx for listening! [email protected]