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Google Instant Impact on SEO
- 1. Google
Instant’s
Impact
on
SEO
Tuesday,
November
16,
2010
(EST)
Speakers:
Ian
Everdell,
MediaDve
Erez
Barak,
OpDfy
©2010 Third Door Media, Inc.
- 2. Viewing
Tips
Turn
Off
Pop-‐Up
Blockers
Technical
difficulDes?
Click
on
“Help?”
link
Use
Q+A
box
SubmiZng
quesDons
to
speaker
Q+A
session
at
end
of
webcast
Use
“Ask
a
QuesDon”
box
to
submit
quesDons
Send
quesDons
at
any
Dme
Twier
hashtag
-‐
#smnow
©2010 Third Door Media, Inc.
- 3. Ian
Everdell,
MediaDve
» Ian
Everdell
is
the
Usability
Consultant
at
Media:ve.
» With
a
background
in
neuroscience,
web
design
and
more
than
5
years
experience
with
eye
tracking,
Ian
thrives
off
helping
clients
improve
the
online
experience
for
their
poten:al
customers.
» Worked
on
projects
ranging
from
quick-‐win
audits
for
small
B2B
companies
to
long-‐term
digital
marke:ng
strategies
for
mul:-‐billion
dollar
corpora:ons.
» He
is
also
the
project
manager
for
Media:ve's
ongoing
search
engine
and
buyer
behavior
research,
which
has
led
to
industry-‐standard
publica:ons
such
as
the
Google
Golden
Triangle
and
The
BuyerSphere
Project.
©2010 Third Door Media, Inc.
- 4. Erez
Barak,
OpDfy
» Erez
Barak
is
Vice
President
of
Products
and
Co-‐Founder
at
Op:fy;
» Frequent
speaker
at
industry
events.
» Prior
to
Op:fy,
Erez
was
a
director
of
product
marke:ng
in
HP’s
SoVware
business
unit.
» He
was
recently
named
among
the
Top
25
Innovators
in
2010
by
SeaYle
Business
Magazine.
©2010 Third Door Media, Inc.
- 5. OpDfy
–
Marke&ng
in
Real
Time
» Founded
in
2008
and
publicly
released
in
March
2010,
now
has
over
1,400
accounts
» Enables
marketers
to
drive
more
traffic
from
organic
search
and
social
media,
convert
traffic
to
sales
and
share
your
success
in
real
:me
» Op:fy
customers
see
over
100%
increase
in
organic
traffic
and
over
300%
increase
in
leads
in
less
than
4
months
» Resources:
» Featured
customers
and
tes:monials
are
available
at
www.op:fy.net/customer-‐tes:monials/
,or
read
our
case
studies
at
www.op:fy.net/category/case-‐studies/
» We
offer
4
Edi:onswww.op:fy.net/edi:ons-‐pricing/
and
a
30-‐day
free
trial
www.op:fy.net/sign-‐up/
» Learn
more
at
www.op:fy.net
©2010 Third Door Media, Inc.
- 6. QuesDon
#1:
What
are
the
core
features
in
Google
Instant?
» Dynamic
Results
» Predic:ons
» Scroll
to
Search
©2010 Third Door Media, Inc.
- 7. What
goes
into
predicDons?
W A P X R
Local
Popular
Personalized
No
Adult
Content
Recent
and
Trending
Similar
to
ranking
algorithm
©2010 Third Door Media, Inc.
- 8. What
changed
since
launch?
» Keyboard
scrolling
naviga:on
» Instant
for
Images,
Books,
News
and
Video
search
» Expansion
into
12
more
countries:
Austria,
Belgium,
Canada,
the
Czech
Republic,
Ireland,
Mexico,
the
Netherlands,
Poland,
Slovakia,
Slovenia,
Switzerland
and
Ukraine
» Mobile
©2010 Third Door Media, Inc.
- 9. QuesDon
#2:
Does
Instant
Save
Me
Time?
» Instant
saves
between
2
and
5
seconds
per
search
» That
saves
something
on
the
order
of
33
million
user
minutes
per
month
(350
million
hours
of
search
:me
over
its
first
year)
©2010 Third Door Media, Inc.
- 10. QuesDon
#3:
Is
Instant
the
End
of
Search
Engine
OpDmizaDon?
» The
basics
of
search
haven’t
changed
only
the
presenta:on
has
changed
» The
Google
algorithm
hasn’t
changed
» The
fundamentals
of
search
and
search
engine
op:miza:on
are
100%
intact
©2010 Third Door Media, Inc.
- 11. QuesDon
#4:
Do
I
Need
to
OpDmize
for
ParDal
Keywords?
» Google
is
not
presen:ng
results
for
par:al
queries
» Google
shows
the
results
for
it's
best
guess
at
your
meaning,
not
for
what
you're
actually
typing
in
©2010 Third Door Media, Inc.
- 13. QuesDon
#5:
How
Will
Instant
Affect
the
Long
Tail?
» Instead
of
the
possibly
unique
and
new
query
the
user
was
going
to
search
for,
search
will
end
at
a
suggested
query
» More
users
may
search
for
the
suggested
queries
» If
you
are
already
ranking
well
for
a
suggested
query
you
could
stand
to
win
as
more
searchers
are
funneled
to
that
query
©2010 Third Door Media, Inc.
- 15. Main
Takeaways
» Keep
doing
what
you’ve
done
before
» More
SERPs
shown
=
More
content
exposure
» Predic:ons
are
not
always
the
most
popular
search
terms
» Changing
predic:ons
require
tracking
long
tail
traffic
» Slow
rollout
to
all
audiences
and
feature
changes
require
tracking
of
actual
traffic
trends
©2010 Third Door Media, Inc.
- 16. Track
The
Long
Tail
Interac:ve
char:ng
Advanced
filters
and
customiza:on
©2010 Third Door Media, Inc.
- 19. The
Big
QuesDons
» What
do
users
look
at?
» When
do
users
look
at
those
things?
» Does
Instant
change
the
way
people
search?
» Do
they
like
this
change?
©2010 Third Door Media, Inc.
- 20. Claims/SpeculaDons
» Saves
2-‐5
seconds
per
search
» Impacts
on
long
tail
searching
» Side
sponsored
ad
clicks
go
down
©2010 Third Door Media, Inc.
- 21. Methodology
» Online
survey
» Eye
tracking
» Heatmaps
show
counts
» Aggregated
over
different
searches
» Caveats
» Small
sample
» Preliminary
analysis
©2010 Third Door Media, Inc.
- 23. Standard
Instant
©2010 Third Door Media, Inc.
- 24. Standard
Instant
©2010 Third Door Media, Inc.
- 25. Standard
Instant
©2010 Third Door Media, Inc.
- 36. Did
you
like
Google
Instant?
30%
25%
20%
15%
10%
5%
0%
No,
I
hated
it
Not
really
It
was
ok
It
was
preYy
good
Yes,
I
loved
it
©2010 Third Door Media, Inc.
- 37. How
olen
would
you
use
Instant?
30%
25%
20%
15%
10%
5%
0%
Never
Rarely
Occasionally
OVen
All
the
:me
©2010 Third Door Media, Inc.
- 38. Do
you
think
Instant
changed
the
way
you
search?
70%
60%
50%
40%
30%
20%
10%
0%
Yes
No
©2010 Third Door Media, Inc.
- 40. Did
Instant
change
their
behavior?
Decreased
No
Change
Increased
%
query
typed
25%
75%
0%
query
length
0%
83%
17%
:me
to
click
33%
58%
8%
©2010 Third Door Media, Inc.
- 41. Did
Instant
change
their
behavior?
Decreased
No
Change
Increased
%
query
typed
25%
75%
0%
query
length
0%
83%
17%
:me
to
click
33%
58%
8%
©2010 Third Door Media, Inc.
- 43. Erez
Barak,
VP
Product
&
Co-‐Founder
erez@opDfy.net
@ebarak
TM
710
2nd
Avenue
Suite
840
SeaYle,
WA
98104
t:
1.206.388.4234
f:
1.206.787.1410
hYp://www.op:fy.net
©2010 Third Door Media, Inc.
- 44. Ian Everdell, M.Sc.
Usability Consultant
Mediative
www.mediative.ca
250.861.5252 ext 226
800.277.9997 ext 226
ian.everdell@mediative.ca
Twitter: @ianeverdell
LinkedIn: http://ca.linkedin.com/in/ianeverdell
©2010 Third Door Media, Inc.