Differentiate or Die - the Choice is Yours
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The document discusses how search engine results pages (SERPs) are dominated by ads and a few top organic listings. It notes that for many queries, only the top 1-4 non-ad results matter to users. It argues that as search incorporates more personalized factors like location, social media, and apps, fewer total results will be relevant. Companies must differentiate themselves to appear in the top spots that drive user engagement.
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Differentiate or Die - the Choice is Yours
- 1. Differentiate or Die @stonetemple +Eric Enge
- 2. 7,780 Results! @stonetemple +Eric Enge
- 3. CTR by SERP Position 18.2% in position 1 1.04% in position 10 @stonetemple +Eric Enge
- 4. 731 Million Results ADS Popular search query – Credit Cards Google Controlled Page! @stonetemple +Eric Enge
- 5. Top 10 Organic Results – Credit Cards 1. Creditcards.com 1. Capital One 2. Visa 2. Bankrate 3. Mastercard 3. Citibank 4. Chase 4. Discover 5. Bank of America 5. Cardratings.com @stonetemple +Eric Enge
- 6. 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
- 7. Bonus Observation Even AMEX’ status as a major brand was not enough! @stonetemple +Eric Enge
- 8. 42,700 Results! @stonetemple +Eric Enge
- 9. How Many Results Actually Matter? @stonetemple +Eric Enge
- 10. Or Maybe only 1? @stonetemple +Eric Enge
- 11. How About for a Locally Oriented Query? @stonetemple +Eric Enge
- 12. i.e. the 2 that are closest to you! @stonetemple +Eric Enge
- 13. If Google Gets the Rest of the Results “Wrong” … Does it matter? @stonetemple +Eric Enge
- 14. Enter Search, plus Your World @stonetemple +Eric Enge
- 15. How Many Results Matter Now? @stonetemple +Eric Enge
- 16. 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
- 18. The Seismic Shifts Will Continue @stonetemple +Eric Enge
- 19. This Device May Dissappear … @stonetemple +Eric Enge
- 20. … and this may rule @stonetemple +Eric Enge
- 21. The Browser May Fade … @stonetemple +Eric Enge
- 22. … and apps may rule @stonetemple +Eric Enge
- 23. The impact of social is already huge @stonetemple +Eric Enge
- 24. Enter Search, plus Your World What Happened to the Right Rail Ads? @stonetemple +Eric Enge
- 25. How are you going to be one of the 4? @stonetemple +Eric Enge
- 27. Source:kaywa.com @stonetemple +Eric Enge
- 28. Brand Searches @stonetemple +Eric Enge
- 29. Superior User Engagement @stonetemple +Eric Enge
- 30. Superior CTR @stonetemple +Eric Enge
- 31. Best Link Profile @stonetemple +Eric Enge
- 32. Most Discussed on the Internet @stonetemple +Eric Enge
- 33. Freshest Content @stonetemple +Eric Enge
- 34. The GOAL Become so important that the search results are broken if you are not in the top 4 @stonetemple +Eric Enge
- 35. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 @stonetemple +Eric Enge