1. January 2012

13. • 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.

15. Blended Results Garner Much Higher Click-Through Rates Than Regular Results
Blended
38%
Regular
12%
0% 5% 10% 15% 20% 25% 30% 35% 40%

16. 90%
80%
70%
60%
50%
Images
40%
30%
20%
Video
10%
News
0%
Text

17. Personalities/Fashion 91%
Products/Commerce 8% CTR
43%
1.87 1:41
87%
1.03
0:22
Bounce Rate Depth Length

18. Across all positions, video results with thumbnails generate higher CTRs
20%
19%
18%
16%
14% 12%
12%
10%
8%
6%
4%
2%
0%
Text
Video

19. 45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
1
2
3
4
5
6
7
8
9
10
Page 2
Video CTR Text CTR

20. 20%
25.0% Buyers per visitor vs video viewer
20.0%
15.0%
21% 22% 22%
10.0% 22%
5.0% 21%
Total Internet
0.0%
Video Streamers

21. Video Users stay on the site longer,
visit more pages and bounce less often

22. Page 1 Page 2

24. Video
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

25. Universal 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)

26. • 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

27. Eli Feldblum
eli@rankabove.com
052-573-4877
@FeldBum