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Consequences of new Google features And 9 things to consider when approaching SEO

Consequences of new Google features

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Presentation of real time search, instant search, social search & personalized search. Outline some potential consequences of these features together with 9 things to consider when approaching SEO as a communications or marketing manager.

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Page 1: Consequences of new Google features

Consequences of new Google featuresAnd 9 things to consider when approaching SEO

Page 2: Consequences of new Google features

Google is like an onion

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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

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Personalized search

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Consequences§ You don’t rank as well as you think you are

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§ You don’t rank as well as you think you are

§ One additional reason to optimize titles & meta descriptions

Consequences

Page 7: Consequences of new Google features

§ 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

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Realtime search

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§ Realtime-SERP present an overview in realtime

Consequences

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§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

Consequences

Page 11: Consequences of new Google features

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

Consequences

Page 12: Consequences of new Google features

§ 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

Page 13: Consequences of new Google features

§ 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

Page 14: Consequences of new Google features

§ 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

Page 15: Consequences of new Google features

§ 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

Page 16: Consequences of new Google features

Instant search

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§ Search ranking doesn’t change...

Consequences

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§ Search ranking doesn’t change...

§ ...but search behavior does

Consequences

Page 19: Consequences of new Google features

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

Consequences

Page 20: Consequences of new Google features

§ 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

Page 21: Consequences of new Google features

§ 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

Page 22: Consequences of new Google features

§ 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

Page 23: Consequences of new Google features

§ 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

Page 24: Consequences of new Google features

Social search

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§ Brands that people would like to be associated with will win

Consequences

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§ Brands that people would like to be associated with will win

§ Critical to build relations and nurture networks– Relation brand

Consequences

Page 27: Consequences of new Google features

§ 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

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Page 29: Consequences of new Google features

9 things to master when working with SEO

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Geography

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Keyword

Target group need

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Search volume

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Commercial keywords

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Competition

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Product characteristics

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Target group behavior

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Social channels

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Our own ability

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Content

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Rational Emotional

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bjornalberts.com

Content characteristics

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Bild från Accelmich.org

Relationships

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Bild från Accelmich.org

Beyond communications

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In short...

Great product, nice employees & content

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reveals the true identity of your brand

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Thanx for listening! [email protected]