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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
