Universal Search Update for 2012

Preview:

DESCRIPTION

 

Citation preview

January 2012

UNIVERSAL SEARCHIt Keeps Going and Going

An Update for 2012

SERPS ARE SHRINKING

2007-2008: 5-6 regular search

results “above the

fold” Special searches, like

products and images,

are only accessible

via top navigation Sitelinks do not

include site search

2009: 2-3 regular search

results “above the

fold” Special searches, like

products, images and

video, are mixed with

regular search results Sitelinks include site

search on some sites

SERPS ARE SHRINKING

2010: Universal Results

fully integrated and

take up spots from

the SERP Live results added Videos grouped on

page 1, integrated on

later pages

SERPS ARE SHRINKING

2011-2012: Ads with Images,

Prices, Offers & More Schema, schema

everywhere Location baked in to

everything

SERPS ARE SHRINKING

2011-2012: Better content

interpretation Instant and Page

Previews

SERPS ARE SHRINKING

THE LATEST CHANGES

The Year of Local Local results on most

transactional searches

Covers most of the

space above the fold No way to turn

location off

THE LATEST CHANGES

The Year of Fresh Fresh results heavily

featured and called

out Even for rich media

like videos and images

THE LATEST CHANGES

The Year of Answers

Results pulled out on

the SERP—No need

to visit many sites

any more Not just from Google

properties In the SERP listing

THE LATEST CHANGES

The Year of Schema

Hundreds listed on

Schema.org Google and Bing are

displaying many in

the SERP, from common ones like

Ratings to rare ones

like Events

ALL TOGETHER NOW

It Takes Up Most of the Page

1-3 Results Above

the Fold Non-universal

and/or non-schema

listings get lost in the

noise

GOOGLE TIMELINE

WHAT TO DO?• Get Universal!

• Video (with Sitemaps)• Images (with Sitemaps)• News (with Sitemaps)• Products (with Feed)

• Embrace XML• That’s what those above feeds and sitemaps are.

• Update Your Content• Google loves fresh content.• Especially fresh rich media.

• Use Schema• Seriously. Do it now. You have some sort of internet-

connected device with you.• There is a schema for everything.

EMBRACE SOCIAL

Google Loves Social

Likes, re-tweets and

links count as links Google+ too, not

surprisingly…

WHY DO IT?

Regular

Blended

0% 5% 10% 15% 20% 25% 30% 35% 40%

12%

38%

Blended Results Garner Much Higher Click-Through Rates Than Regular Results

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Images

VideoNews

Text84%

19%12%18%

C T R

WHICH IS BEST?

87%

43%

Bounce Rate

1.03

1.87

Depth

0:22

1:41

Length

Personalities/Fashion

Products/Commerce

91%

8% CTR

IMAGES ROCK - SOMETIMES

Text

Video

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

12%

19%

Across all positions, video results with thumbnails generate higher CTRsVIDEO ALWAYS ROCKS

CTR ACROSS POSITIONS

12

34

56

78

910

Page 2

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Video CTR Text CTR

VIDEO VIEWERS BUY

All Pro

ducts

Home & Li

ving

Online Se

rvice

s

Apparel, a

ccesso

ries, j

ewelry

Books, m

usic, v

ideo

Electronics

& co

mputing0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Total InternetVideo Streamers

21%

Buyers per visitor vs video viewer

20%

21% 22% 22% 22%

VIDEO VIEWERS BUYVideo Users stay on the site longer,

visit more pages and bounce less often

HOW VIDEO CHANGEDPage 1 Page 2

HOW “PACKS” WORK

ADDING VIDEO TO GOOGLEVideo

Sitemap

mRSS Sitemap

Video Sitemaps are just like regular XML Sitemaps:• Must be submitted or listed in Sitemap Index or Robots.txt file• Include New Tags:

• Content, Player & Thumbnail Location• Title, Description, View Counts, Duration & Rating• Tags & Categories• Family-Friendly

MAKE SURE YOUR VIDEOS DISPLAYUniversal Search displays video results:

• In batches on the first page. Up to 6 results in 10-result SERPs and up to 10 results on larger SERPs. Those batches count as results. This is a major change from previous Universal Search behavior.

• Integrated results from page 2 and on. Up to 8 results with playable thumbnails on each 10-result page.

• Only when a sites uses a video sitemap or a mRSS file, and includes a thumbnail

• Only if the URL is not truncated – it must be less than 60 characters

• Only if the video is family-friendly (as defined by you; don’t be too conservative)

SEO FOR VIDEO• Universal Search Results are Regular Results that are

interpreted differently by Google• Regular SEO Applies – the page, not the video, must have

good on-page factors (title, URL, header) and off-page factors (backlinks)

• Supplement Your Video with text, like transcripts, comments and more

• Multiple Paths of Navigation• Hierarchical: Category Sub-Category Your Video• Folksonomic: Tags, “People Who Liked,” Top in Category,

Similar• Supplemental: Author, Publisher, Date

CONTACT ME

Eli Feldblumeli@rankabove.com052-573-4877@FeldBum

Recommended