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2 © comScore, Inc. Proprietary.
Our Presenters
Eli Feldblum
CTO & Co-Founder
RankAbove
Eli Goodman
Search Evangelist
comScore, Inc.
3 © comScore, Inc. Proprietary.
comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users
Designed to be representative of the total online population.
TRUSTe certified for information privacy & security.
4 © comScore, Inc. Proprietary.
About RankAbove
•RankAbove is a software and professional services firm specializing in large scale SEO for
major brands and corporations that have websites with tens of thousands of pages.
• RankAbove's Drive business intelligence software lets you dig deeper into information
already at your fingertips: do competitive analysis, run reports, and make predictions based on
past performance. Drive saves corporations time and money while increasing ROI from natural
search traffic. Put your business in Drive.
RankAbove optimizes rich media, builds video site maps, consults on search engine
optimization, and provides business intelligence software.
5 © comScore, Inc. Proprietary.
Agenda
What is Blended Search?
• Blended Search Statistics
• Totals
• Engines
• Growth
• Click-Through Rates
Rich Media
• How Does Google Treat Rich Media?
• How Do Users Treat It?
• What Can It Do For Your Business?
• How Do You Do It?
6 © comScore, Inc. Proprietary.
What is Blended Search?
* Source: SEOSOS Blog, Wordpress
Blended search, also known as ―Universal Search‖
or ―Search 3.0,″ is incorporating results from non-
web sources (like books, videos and images) into
the regular web search results.
7 © comScore, Inc. Proprietary.
How Often Do We See Blended Results on the Big 3 Engines?
Source: comScore Custom Analytics
Total Searches August 2010
Blended
Non Blended
67%
33% 1/3 of all Searches
displayed a
Blended Result
8 © comScore, Inc. Proprietary.
How Does Blended Search Differ by Search Engine?
Source: comScore August 2010
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Google Web Search
Bing Web Search
Blended
Non Blended
54%
33%
Over 50% of all Bing searches
came back with Blended
Results!
Google’s % YOY is down from
40% in August 10
(MM)
9 © comScore, Inc. Proprietary.
What are The Top 5 Most Common Blended Results?
Source: comScore Custom Analytics,
August 2010
News
Video
Local
Images
Dictionary/Def/Answers
992 MM
872 MM
853 MM
432 MM
1.4 B
Total Pages containing each category in August 2010
10 © comScore, Inc. Proprietary.
What are the Fastest Growing Types of Blended Results?
Source: comScore Custom Analytics,
August 2010
0%
50%
100%
150%
200%
250% 220%
126%
52% 51%
YOY Growth by Category August 2009-August 2010
229%
11 © comScore, Inc. Proprietary.
Click-Through Rates – Blended vs. Non Blended
Source: comScore Custom Analytics,
August 2010
Pages with Blended Results = 101% Click-
Through Rate *
Pages with no Blended Results = 110% Click-
Through Rate *
*Searchers clicking on multiple results from their 1 search = 100% + CTR
Why?
12 © comScore, Inc. Proprietary.
Click-Through Rates – Pages with Blended Results
Source: comScore Custom Analytics,
August 2010
Highest Click-Through Rates per
Pages Displayed
• Shopping – 126%
• Local – 107%
• Real Time Results – 107%
Lowest Click-Through Rates per
Pages Displayed
• Stocks – 66%
• Maps – 73%
• Dictionary/Def/Answer – 80%
Certain Types of Blended Results do not require Clicks
13 © comScore, Inc. Proprietary.
Does the Presence of Shopping Blended Results Impact the Paid
Search Click-through Rate?
Source: comScore August 2010
Overall Paid Click-Through Rate: 9.2%
Overall Paid Click-Through Rate when a blended
result of any kind is displayed: 8.7%
Overall Paid Click-Through Rate when no blended
result is displayed: 9.3%
Paid Click-Through Rate when ―Shopping‖ Blended
Results are displayed: 27%
Not all Blended Results are created
equally. Different strategies for
different types of campaigns…
14 © comScore, Inc. Proprietary.
Rich Media – It Does Make a Difference
0%
5%
10%
15%
20%
25%
Total Internet
Video Streamers
21%
Buyers per visitor vs. video viewer
20%
21% 22% 22% 22%
Video viewers are 20% more likely to make a purchase online
15 © comScore, Inc. Proprietary.
Agenda
What is Blended Search?
• Blended Search Statistics
• Totals
• Engines
• Growth
• Click-Through Rates
Rich Media
• How Does Google Treat Rich Media?
• How Do Users Treat It?
• What Can It Do For Your Business?
• How Do You Do It?
18 © comScore, Inc. Proprietary.
Users Love Rich Media Too
0% 5% 10% 15% 20% 25% 30% 35% 40%
Regular
Blended
12%
38%
Blended Results Garner Much Higher Click-Through Rates Than Regular Results
19 © comScore, Inc. Proprietary.
Users Especially Love Images & Video
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Imag
es
Vid
eo
New
s
Tex
t
20 © comScore, Inc. Proprietary.
Image Results are Amazing, Sometimes
Personalities/Fashion
Products/Commerce
91%
8% CTR
87%
43%
Bounce Rate
1.03
1.87
Depth
0:22
1:41
Length
21 © comScore, Inc. Proprietary.
Video Drives Click-Through Rates
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Text
Video
12%
19%
Across all positions, video results with thumbnails generate higher CTRs
22 © comScore, Inc. Proprietary.
Video Especially Help Results in Lower Positions
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2
3 4
5 6
7 8
9 10
Page 2 Video CTR Text CTR
23 © comScore, Inc. Proprietary.
Video Works Even Better With Google Instant
Before Instant
After Instant
24 © comScore, Inc. Proprietary.
Which Would You Click?
Vs.
CollegeHumor formatted
its videos so that
Google understood
they were videos.
Once they did, and
thumbnails began being
displayed in the SERPS,
CTRs went way up.
After all, which
would you click?
25 © comScore, Inc. Proprietary.
Post-Click Engagement
8%
7.81
8:49
0% 100% 200% 300% 400% 500% 600% 700% 800% 900%
0% 20% 40% 60% 80% 100% 120% 140% 160%
Bounce
Depth
Length
Other
Video
Video Users stay on the site longer, visit more pages,
bounce less often—and even buy more!
26 © comScore, Inc. Proprietary.
How to Add Content
Video
– People like videos; they are good for eCommerce sites too, not just content
– Create video content
– Create & Submit a Video Sitemaps
– Mark up videos with microformats to let the Search Engines know they are vidoes
Pictures
– Pictures benefit some sites, not all
– Make sure there is a reason to see the next photo
News
– Submit site to Google News
Products
– Submit data feed to Google Base
27 © comScore, Inc. Proprietary.
How to Optimize Rich Media Content
Video
– Make sure your sitemaps and/or microformats are correct.
– Make sure your URLs are not too long
– Your videos must be family-friendly
– Choose a good thumbnail
– You need textual content too: transcripts, tags, titles, comments, translation, etc…
– Regular SEO for the page
– Use multiple navigational paths: hierarchical, folksonomic & supplemental
Images
– Alt tag, image name, title and content on the page around the image
– Add more data: EXIF, tags, context, captions and more
Others
– Correct formats
– Keep track of new blends, like episodes
29 © comScore, Inc. Proprietary.
RankAbove Data Sample
RankAbove Looked at 10 Sites Over Six Months. Monthly, We Analyzed:
– 150MM+ Visits from SEO
– 20MM+ Video Hits from SEO
– 100K+ Image Hits from SEO
– 1MM+ Keywords
– 100K Tracked Rankings
30 © comScore, Inc. Proprietary.
Thank you!
Eli Goodman
@LosBuenos
Eli Feldblum