1. A4U Expo EuropeMünchen 2010 Bas van den Beld The changing SERPS and what to do with them

2. Who am I?

4. Search & social strategy expert, blogger, trainer, speaker

5. Radioshow

6. Founder Searchcowboys

7. Founder Stateofsearch.com

9. What is a “SERP”? Search Engine Results Page

10. What are we going to talk about? Understanding search engines A look at the changes Strategies on how to handle the changes Extra: Some specific tips Q&A

11. To understand the changes… You must understand how the search engines “think”

12. Search engines are like humans If others say its good, they believe it Therefore links matter…

13. How do search engines think? User intent Search Engines are trying to understand what the user really wants

14. How do search engines think? Hand out the information as fast as you can

15. We live in a Google World

16. Google dominates Europe 97% 90% 94% 94% 97% 59% 97% 97% 95% 99% 97% 98% 95% 96% 95% 95% 98% 97% 97%

17. More than Google?

18. 2nd largest search engine? Another one…

19. 2nd largest search engine?

20. Guess who owns YouTube…

21. Guess who integrates YouTube…

22. Focus on Google

23. Let’s take a look at the SERPS

24. 1,8 + 1 How do users respond to this? Users look at a page for max 1,8 second Users only take 1 look

25. How do users respond to this? Top results are important

26. Google is changing

27. Google is changing Google is looking at the user User intent

28. There was the design change

29. Google is changing And its not about the films

31. Images

32. PR/News Releases

33. Maps/Local Search

34. Products

35. Books

36. Finance … AND MORE

39. Let’s take a good look at the changes

40. Google is changing Research shows: images attract attention NL

41. Google is changing Image search Google is not always right…

42. Google is changing Video is becoming more important

43. Google is changing Google responses to location

44. Local - Places

45. Google is changing Newsrelated articles can change in the top of the SERPS The placement of the News results can change, based on relevance

46. Google is changing Users are tempted to use the suggestions Suggestions are based on number of searches

47. Google is changing Results from your friends in your ‘social circle’

48. Google is changing All elements are shown within the SERPS

49. Changes in responses Other results are getting more attention

50. More changes

51. More changes “Realtime” becoming more important

52. Realtime going to specific places

53. More changes Personalized Search Rankings might change from one person to another!

54. Personalized search

55. Personalized search They are spending more time on the Google pages

56. A little trick Cd=1

57. Google’s redesign

58. Google’s extra sidebar Different types Time differences Social or not Already visited pages

59. Google’s extra sidebar In images other options Sizes Types Colors

60. What does that mean for response?

61. What does that mean for response? Source: http://www.explido-webmarketing.de

62. What does that mean for response? Source: http://www.explido-webmarketing.de

63. Shopping results

64. Music Playing songs in the results

65. Brands Vince Update: Brands

66. Not all is good for Brands

67. Not all is good for Brands

68. Not all is good for Brands

69. Search in search Local results

70. Mobile Mobile is not the future, its here already

71. Mobile Universal

72. Mobile Suggest

73. Google Goggles

74. We have to change with the SERPS Changing the way you think is hard but important

75. We have to change with the SERPS Don’t change and you will be lonely…

76. We have to change with the SERPS Dare to look in different directions

77. We have to change with the SERPS Dare to step away from your site

78. We have to change with the SERPS Listen to your audience

79. We have to change with the SERPS Communicate with your potential visitor Communicate at their place

80. We have to change with the SERPS Make sure it fits both you and your target audience Go where your visitors go, but only if it fits

81. We have to change with the SERPS Twitter is not sacred but handy But Twitter is being indexed by the engines…

82. We have to change with the SERPS Use YouTube

83. We have to change with the SERPS Use images, both on and off your site They will recognize you

84. We have to change with the SERPS Use bloggers Blogs are well indexed and found Get in touch with 'influentials' If they talk about you they will find you

85. The Sony example New LCD TV launched, pre-informed bloggers

86. The Sony example Optimized video’s

87. The Sony example At the launch they dominated the SERPS

88. But I’m an affiliate, not Sony!

89. Can Affiliates do this?

90. The affiliate way Think outside of the box Be creative

91. Dominate the results

92. Next Steps? Be creative Listen to your audience Look outside your own site Look what fits you Dominate the SERPS!!

93. Tip Check what Tom Critchlow said on Universal Search

94. Questions? www.stateofsearch.com www.basvandenbeld.com www.nettraject.nl twitter.com/basvandenbeld linkedin.com/basvandenbeld Thanks to @jondmyers for some of the examples

95. Image optimisation Ensure image has keyword relevant name or it is game over at the start Include Alt Attribute (alt=“keywords”) – bit dated but works! Use a title/headline by your image If possible, place it on separate page Inbound links are always a good option Include relevant text to surround it Use dashes rather than underscores in multiword images names – seems to work! Source: @jondmyers

96. Local optimisation Can appear in first position pushing almost all results below fold Submission to Google Local Business (Places) is a must Use unique phone number as identifier If you have Multiple Locations use a bulk upload sheet or XML Feed Use Tracked URL on the Ad Don't forget SEO of content as well! Think Local optimise keywords to include location including on Tags image, Page and within URL Get local links to local pages with related locality anchor text Ensure high degree of relevancy in all submissions of content for local Source: @jondmyers

97. Shopping optimisation Utilise standard on page optimisation techniques Construct feeds in XML (Google needs data feeds for Google Products to work) Inclusion within 24 hours Listings only Live for 30 days Resubmit maybe once per week in bulk Detail descriptions a big positive Make sure the images are high quality So how does Google Products work? Source: @jondmyers

98. News optimisation

99. News Optimisation Craft using standard SEO techniques Ensure newsworthy Write for it to be posted and picked up by authority sites Very powerful SEO for large content sites such as Newspaper Groups Sites Crawled every 5 mins for content Pick and promote against buzz search from archives and submit to Google News In News index within 15 mins Leverage the tie 1 wires to be picked up by Reuters etc And finally……submit to Google News! Source: @jondmyers

100. Video developments Google has opened their APIs to also include specific sitemaps for videos It’s no longer just restricted to just YouTube and Google Videos in the SERPs Can get your video (that’s hosted on your site) included in SERPs Includes thumbnail of video YouTube is creating a Video Site search to leverage being Number 2 Search Engine Can choose to display content against specific brand channels and sites Source: @jondmyers