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Time Sensitive Search

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Time Sensitive Search

  1. 1. Time-Sensitive Searches A Quick Holiday Search Strategy Guide victor.pan@catalystsearchmarketing.com @victorpan
  2. 2. Agenda • Search Gets Caffeinated – Examples of query deserves freshness • A Father’s Day Case Study – An analysis of an evolving Holiday SERP • Takeaways – How to be proactive about time-sensitive SERPS COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 2
  3. 3. I’m that SEO Samurai Dude COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 3
  4. 4. Google Caffeine 101 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 4 • Caffeine is Google’s index system to serve queries that require time-sensitive information.
  5. 5. Queries Deserve Freshness (QDF) COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 5
  6. 6. Father’s Day Case Study COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 6
  7. 7. Google 6/3/2014 • Knowledge Graph • Google News • Google Images – Pixel dimensions are 450±50 X 450±50 • Pinterest influencer’s board?! #BarnacleSEO COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 7
  8. 8. Google 6/6/2014 • Google News keeps refreshing • Google Images remain the same • A news site with high domain authority (97) but low page authority (1) can hit page 1 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 8
  9. 9. Google 6/10/2014 • PPC Ads show up on the right • Google News Shifts to “Gift News” • Google Images remain the same • Sites about gifts start ranking on page 1. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 9
  10. 10. Google 6/11/2014 • Ads temporarily pop above the Knowledge Graph • Askmen.com’s 1 page authority content gets tons of links. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 10
  11. 11. Surprise! Google 6/12..13…14/2014 COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 11 • News Results keep rotating • Ad bids relatively similar • Organic SERPS remain constant • Image Search results remain unchanged…
  12. 12. Father’s Day! (6/15/2014) • Knowledge Graph • PPC ads on the right • Only Google News approved sites can play in this box. • Top Google images results remain stagnant. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 12
  13. 13. Post Father’s Day! (6/18/2014) • Knowledge Graph • No PPC ads anywhere • Google News box falls down. • Image results remain stagnant after position 4 • We start seeing in- depth articles! • Top SERPS don’t change much COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 13
  14. 14. Summary: Theses Factors Matter In Time-Sensitive SERPS • Knowledge Graph • Google News Listing – Most recent article/Most cited article gets listed • Keyword relevancy, DA and PA • Image optimization • In-depth articles COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 14
  15. 15. The Bigger Picture • 81% of search now shows “universal SERPS” – Don’t forget image and video SEO! Full Study: http://www.searchmetrics.com/en/k nowledge-base/universal-search- study/ COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 15
  16. 16. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 16 Takeaways
  17. 17. Does Your Brand Want To Be A Part of the Holiday Conversation? COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 17
  18. 18. • You want to win the SERPS before the peak ends. Planning is key. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 18 Step 1: Identify The Peaks (When Possible) REDACTED 
  19. 19. Step 2: Potential opportunities for time- sensitive SERPS • News Outlets (Hard)  PR & Social – Newsjacking • Text Ads (Expensive)  PPC – Display Ads on SERPS you don’t own (Cheaper) – Retargeting on display ads (Cheaper) • Images (Easy)  SEO – Optimize images and obtain links with keyword-rich anchor text Make image sharing easy so you can win links with image attribution emails. • Knowledge Graph (Hard)  SEO – Pray that Wikipedia editors cite your website as a source. – Edit Freebase and hope Google believes the information is accurate To dominate a news-sensitive SERP, all digital channels need to be involved. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 19 REDACTED 
  20. 20. BONUS SLIDE • Social is part of this as well! – (Most people don’t search “Father’s Day” incognito or on Tor) COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 20
  21. 21. Step 3: Create Content To Those Winning Verticals To Win! COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 21 • If your brand has time-sensitive content, you can take the lead! REDACTED 
  22. 22. Examples from Another Life COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 22 REDACTED 
  23. 23. Thank You! victor.pan@catalystsearchmarketing.com @victorpan
  24. 24. Appendix (For Bing Lovers)
  25. 25. Bing Also Gets Freshness COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 25
  26. 26. TLDR; SERPS DON’T CHANGE MUCH IN BING COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 26 • Bing Snapshot • SERP with sitelinks • Image Results • Related Search (multiple sections) • News results • Ads
  27. 27. A Different Format: Bing it On? • Bing features Fathers day news after the images. • Bing Snapshot (their Knowledge Graph equivalent) is on the top right • Suggested Search takes up quite a bit of real estate on Bing COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 27
  28. 28. Sometimes the News Doesn’t Cut It • - We’re not sure why, but Bing SERPS are more volatile than we think. • - Bing Boards shows up on this date. Feature is kind of in Beta. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 28
  29. 29. If A Search Engine Changes Its SERP And Nobody Notices…Did it Happen? - 4 Days went by with pretty much no change in the SERPS. Bing doesn’t update its index as often (no surprise). - Can you spot the URL position swap in this image? - Did you notice an image search change? COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 29
  30. 30. Hey… who else tested ads on June 11th? • Not the first time Bing has been caught “copying” Google on things. • Notice how News results are back, but on the very bottom of this screenshot. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 30
  31. 31. Questions… But No Intuitive Answers • News section gets pushed slightly higher (Pos 5) – Thumbnails determined by whether source uses it. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 31
  32. 32. • Nothing special happens on Father’s Day. What a disappointment! • Factors that matter: – Bing News – Bing Image Search – Bing Related Searches – Bing Ads – Bing Snapshot – Bing Board (Beta) – Typical SE ranking factors. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. JUNE 24, 2014 | PAGE 32 Bing it On!

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  • One of the few things we can thank 9/11 for. Search engines were failing new-sensitive searches.
  • Methodology: Snapshot on weekdays for the query “Father’s Day” onGoogle and Bing Search with de-personalized search. Only

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