Consequences of new Google featuresAnd 9 things to consider when approaching SEO

Google is like an onion

Several different SERPs*

*Search Engine Result Page

Logged in

One Google for each country

Reviews

Discussions

Video

Images

Maps

BlogsRealtime

NewsShopping

FinanceSocial circle

Personal

Last 24 hours

Last week

Last year

Web

Instant Scholar

Books

Personalized search

Consequences§ You don’t rank as well as you think you are

§ You don’t rank as well as you think you are

§ One additional reason to optimize titles & meta descriptions

Consequences

§ You don’t rank as well as you think you are

§ One additional reason to optimize titles & meta descriptions

§ Put more efforts on video and images

Consequences

Realtime search

§ Realtime-SERP present an overview in realtime

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

§ It’s no longer enough to try to keep negative search results away (reputation management)

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

§ It’s no longer enough to try to keep negative search results away (Reputation management)

§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

§ It’s no longer enough to try to keep negative search results away (Reputation management)

§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)

§ Search results are rolling which draw attention and generates clicks

Consequences

§ Realtime-SERP present an overview in realtime

§ Primary this applies to current events and trends

§ The conditions for crisis communications has changed

§ It’s no longer enough to try to keep negative search results away (Reputation management)

§ Twitter, Facebook, Identi.ca, FriendFeed, News & Blogs (Online PR)

§ Search results are rolling which draw attention and generates clicks

§ Is working in smart phones like iPhone and Android-based ones

Consequences

Instant search

§ Search ranking doesn’t change...

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

§ Long-tail & variations in keywords will be even more important than before

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

§ Long-tail & variations in keywords will be even more important than before

§ To develop keyword clusters with tools like Google Suggest is more important than before

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

§ Long-tail & variations in keywords will be even more important than before

§ To develop keyword clusters with tools like Google Suggest is more important than before

§ User focus might be in the middle of the page which could decrease the effect of ads to the right

Consequences

§ Search ranking doesn’t change...

§ ...but search behavior does

§ To rank at fewer letter combinations should be relevant (and a true challenge)

§ Long-tail & variations in keywords will be even more important than before

§ To develop keyword clusters with tools like Google Suggest is more important than before

§ User focus might be in the middle of the page which could decrease the effect of ads to the right

§ Could be relevant to buy ads on apparently irrelevant keywords

Consequences

Social search

§ Brands that people would like to be associated with will win

Consequences

§ Brands that people would like to be associated with will win

§ Critical to build relations and nurture networks– Relation brand

Consequences

§ Brands that people would like to be associated with will win

§ Critical to build relations and nurture networks– Relation brand

§ Ever tried tribal marketing? The time is now.

Consequences

9 things to master when working with SEO

Geography

Keyword

Target group need

Search volume

Commercial keywords

Competition

Product characteristics

Target group behavior

Social channels

Our own ability

Content

Rational Emotional

bjornalberts.com

Content characteristics

Bild från Accelmich.org

Relationships

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Beyond communications

In short...

Great product, nice employees & content

reveals the true identity of your brand

Thanx for listening! bjorn.alberts@halvarsson.se