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The world of search is changing rapidly, and you can expect it to continue to change at an ever increasing pace. This presentation shows some of those changes, and talks about how you future proof your site.
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@stonetemple+Eric Enge
Differentiate or Die
@stonetemple+Eric Enge
7,780 Results!
@stonetemple+Eric Enge
CTR by SERP Position
18.2% in position 1
1.04% in position 10
@stonetemple+Eric Enge
Popular search query – Credit
Cards
ADS
731 Million Results
Google ControlledPage!
@stonetemple+Eric Enge
Top 10 Organic Results – Credit Cards
1. Creditcards.com2. Visa3. Mastercard4. Chase5. Bank of America
6. Capital One7. Bankrate8. Citibank9. Discover10.Cardratings.com
@stonetemple+Eric Enge
Observations• 4 Ads up top• First Ad is Google controlled• 1 organic result above the fold• Approximately 731 Million results (minus 10
or 11) that don’t matter!
@stonetemple+Eric Enge
Bonus Observation
Even AMEX’ status as a major brand was not enough!
@stonetemple+Eric Enge
42,700 Results!
@stonetemple+Eric Enge
How Many Results Actually Matter?
@stonetemple+Eric Enge
Or Maybeonly 1?
@stonetemple+Eric Enge
How About for a Locally Oriented Query?
@stonetemple+Eric Enge
i.e. the 2that areclosestto you!
@stonetemple+Eric Enge
If Google Gets the Rest of the Results “Wrong” …
Does it matter?
@stonetemple+Eric Enge
Enter Search, plus Your World
@stonetemple+Eric Enge
How Many Results Matter Now?
@stonetemple+Eric Enge
Why 4?
• Only 4 non-ads above the fold• And …
3 of these come from a ranking algo that did not exist prior to January 10, 2012
@stonetemple+Eric Enge
@stonetemple+Eric Enge
The Seismic Shifts Will Continue
@stonetemple+Eric Enge
This Device May Dissappear …
@stonetemple+Eric Enge
… and this may rule
@stonetemple+Eric Enge
The Browser May Fade …
@stonetemple+Eric Enge
… and apps may rule
@stonetemple+Eric Enge
The impact of social is already huge
@stonetemple+Eric Enge
Enter Search, plus Your WorldWhat Happened to theRight Rail Ads?
@stonetemple+Eric Enge
How are you going to be one of the 4?
@stonetemple+Eric Enge
@stonetemple+Eric Enge
Source:kaywa.com
@stonetemple+Eric Enge
Brand Searches
@stonetemple+Eric Enge
Superior User Engagement
@stonetemple+Eric Enge
Superior CTR
@stonetemple+Eric Enge
Best Link Profile
@stonetemple+Eric Enge
Most Discussed on the Internet
@stonetemple+Eric Enge
Freshest Content
@stonetemple+Eric Enge
The GOAL
Become so important that the search results are broken if you are not in the top 4
@stonetemple+Eric Enge
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
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