1. Search Marketing Trends
What happened since May ’11?
9h30 – 09h50

2. Timeline overview
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3. 10/2011 - Encrypted Search
• What happened? -> Google begins to encrypt:
1. Searches conducted by logged in Users,
2. Referrer data.
But only on Google.com for now!
• How did this affect Search Marketeers?
 Loss of data and insights through WebAnalytics (or other third party tools)
• Information on search query used prior to a website visit is no longer
available,
• Data on which page was visited prior to a visit to your website is no
longer available!
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4. 11/2011 - Freshness Update
• What happened?
 Content Freshness is more rewarded!
 Affects 35% of the Search queries.
• How did it impact Search?
 Recent events or Hot topics by Authority Sites appear on Top!
 Content on regular events by Authority Sites appear on Top!
 Date of updates are mentioned in the SERP’s
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5. 11/2011 - Freshness Update
• How did this affect me?
Fresh content on High Authority Domains will be rewarded
One more thing!
• Ever since July’11, Google no longer shows Twitter streams in SERP’s
• Google depended on Twitters “Firehose”!
• How to Benefit from Freshness Update?
 Fresh Content = Opportunities to connect with “Trending Topics” (news jacking)
 Pitfall(s):
• Extremely Short Timings,
• Requires domain authority and relevant content related to the topic!
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6. 11/2011 – Adspent Trends 2011
• Google controls 46% of ALL Online Spending
* Source : Businessinsider.com
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7. 11/2011 – Launch of YouTube Belgium
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8. 11/2011 – Launch of YouTube Belgium
 2,2M Home page impressions,
 1,1M Unique visitors/day*
Ratecard Based: -> Premium Placements / Volume Based
• Where: Home page, Watch page and Search Page Formats (non-skippable!)
• What: 20-30 seconds video + optional banner,
• CPM based.
Auction Based -> Performance Based (optimized through Adwords for Video)
• Where: Watch page and Search Page Formats (Skippable after 5 sec!)
• What: 20-30 seconds video + optional banner,
• Cost per View!
* Source : Metrixlab, research study November 2011 – 2000 Interviews T 15-54
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9. 11/2011 - Google Street View in Belgium
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10. 12/2011 – Parked Domains
• What did this effect me?
• How happened? -> Search Algorithm has been altered on 9
points!
Parked Domains won’t show up in the search results anymore! -> parked
domains can no result refinements,
1. Related query longer be exploited through the Adsense network.
2. Comprenensive indexing,
• What’s in for Domain Classifier!
3. New Parked
me?
4. More autocomplete predictions
1. Better quality of Natural Search Results,
5. Fresher and more complete Blog Search Results,
2.
6. For Advertisers:
Original content
7. •
Live Resuts For Major League Soccer and Canadian Football League
Big improvement towards the inventory of the GDN,
8. …….
• Less chance of wasted adspent!.
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11. 01/2012 – Search + Your World
• What happened?
 Personal Results extended,
 G+ Profiles appear in Search,
 People, Related Topics and Google+ Pages are linked!
• How did it impact Search?
 Personal Profiles andYour Circles now appear in + Pages Search
Google+ Results for related activities are now pushed in
People and Related Topics are linked to Google your results (G+ Only)
Source: Search Engine Land.com
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12. 01/2012 – Search Alliance Bing & Yahoo!
• Search Alliance (Microsoft + Yahoo) begins first AdCenter testing
In Europe
• Microsoft adCenter ads are coming to Yahoo pages in France,
Ireland and the United Kingdom
• What’s in for me?
 You can now target users of Bing in Belgium with the
AdCenter.
• Tip
 Import your best performing campaigns from AdWords using
the AdWords editor and then the bulk upload.
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13. 02/2012 – Panda 3.3 Update
• What happened ?
1. New method of Link Evaluation
2. Local Search Rankings
3. …... 40.
• How did it impact Search?
 Re-evaluates Link characteristics such as:
• Link Title tags;,
• Texting around links,
• Link Type,
• General backlink profile,
• Link Velocity,
• …..????
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14. 02/2012 – Panda 3.3 Update
• How did this effect me?
Your organic rankings might have been effected if your back link profile has
flaws.
• What should have done ?
 Monitor your rankings (Webceo, Woorank, etc.)
 Monitor Organic Traffic:
• Compare Q4/2011 with Q4/2010
• Top Content pages (Organic Traffic)
 Conduct a back link investigation
• Analyze your incoming links: type, domain(s), page(s)
• Build a plan to optimize!
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15. 04/2012 – Adwords Updates
• More Transparency on Quality Score parameters
• Adwords will automatically Match for Misspellings and other
variants,
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16. 04/2012 – Penguin Update
• What happened ?
 New Search Algorithm to fight webspam
• How did it impact Search / Me?
 Decreased Rankings for over optimized pages applying:
• (Meta) Keyword stuffing,
• Link schemes (excessive link exchange),
• Purposeful Duplicate content,
• Black hat SEO (“Cloaking”, “Doorway pages” etc.),
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17. 04/2012 – Penguin Update
• What should I be doing ? (on top of Panda 3.3 checks)
 Re-Analyse Organic Traffic:
• Compare the period Before and After 24/04 Compare Q4/2011,
 Check your Google Webmaster Central for possible notifications,
 Check your On Page Optimization with Google’s Guidelines
• Unique content, no keyword stuffing or over optimization of anchor text links,
 Check for Duplicate content issues,
• Content availabe with or and without www. or,
• Duplicate on serveral domains .be vs. nl .
• I am hit, what now?!
 Remove over-optimized elements / get rid off bad links,
 Apply for reconsideration -> GWC,
 Monitor your rankings and natural traffic.
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18. 05/2012 – Google Places merges with G+
• What happened?
 Google Places Page -> Google + Local Pages
 Integration into Google + Interface!
• What does it look like?
Appearance in
Search
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19. What’s up Next ?
• Launch of Google Shopping Merchant Center in
Belgium?
• Google Search compagnion
• New Google Adwords Interface
• Local Business Blog Solutions
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20. Questions?
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