Differentiate or Die - the Choice is Yours
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@stonetemple +Eric Enge Differentiate or Die
description
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.
Transcript of Differentiate or Die - the Choice is Yours
@stonetemple+Eric Enge
Differentiate or Die
@stonetemple+Eric Enge
7,780 Results!
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CTR by SERP Position
18.2% in position 1
1.04% in position 10
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Popular search query – Credit
Cards
ADS
731 Million Results
Google ControlledPage!
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Top 10 Organic Results – Credit Cards
1. Creditcards.com2. Visa3. Mastercard4. Chase5. Bank of America
6. Capital One7. Bankrate8. Citibank9. Discover10.Cardratings.com
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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!
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Bonus Observation
Even AMEX’ status as a major brand was not enough!
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42,700 Results!
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How Many Results Actually Matter?
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Or Maybeonly 1?
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How About for a Locally Oriented Query?
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i.e. the 2that areclosestto you!
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If Google Gets the Rest of the Results “Wrong” …
Does it matter?
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Enter Search, plus Your World
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How Many Results Matter Now?
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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
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The Seismic Shifts Will Continue
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This Device May Dissappear …
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… and this may rule
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The Browser May Fade …
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… and apps may rule
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The impact of social is already huge
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Enter Search, plus Your WorldWhat Happened to theRight Rail Ads?
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How are you going to be one of the 4?
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Source:kaywa.com
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Brand Searches
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Superior User Engagement
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Superior CTR
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Best Link Profile
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Most Discussed on the Internet
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Freshest Content
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The GOAL
Become so important that the search results are broken if you are not in the top 4
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Thank You!
Eric Enge
@stonetemple
+Eric Enge
(508) 485-7751
