Download ppt - Differentiate or Die - the Choice is Yours

@stonetemple+Eric Enge

Differentiate or Die


7,780 Results!


CTR by SERP Position

18.2% in position 1

1.04% in position 10


Popular search query – Credit

Cards

ADS

731 Million Results

Google ControlledPage!


Top 10 Organic Results – Credit Cards

1. Creditcards.com2. Visa3. Mastercard4. Chase5. Bank of America

6. Capital One7. Bankrate8. Citibank9. Discover10.Cardratings.com


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!


Bonus Observation

Even AMEX’ status as a major brand was not enough!


42,700 Results!


How Many Results Actually Matter?


Or Maybeonly 1?


How About for a Locally Oriented Query?


i.e. the 2that areclosestto you!


If Google Gets the Rest of the Results “Wrong” …

Does it matter?


Enter Search, plus Your World


How Many Results Matter Now?


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



The Seismic Shifts Will Continue


This Device May Dissappear …


… and this may rule


The Browser May Fade …


… and apps may rule


The impact of social is already huge


Enter Search, plus Your WorldWhat Happened to theRight Rail Ads?


How are you going to be one of the 4?



Source:kaywa.com


Brand Searches


Superior User Engagement


Superior CTR


Best Link Profile


Most Discussed on the Internet


Freshest Content


The GOAL

Become so important that the search results are broken if you are not in the top 4


Thank You!

Eric Enge

[email protected]

@stonetemple

+Eric Enge

(508) 485-7751