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Greg starts off by showing us a real-time result for the volcano in Iceland. Real time is shown for a small fraction of queries when Google thinks it’s relevant. You can also get the real time results by clicking on the latest result within the more options section of the google search page.
New feature called Google replay shows volumes around a particular subject, this is also retrospective, so you can go back in time and find out trends.
Sources for real time search
- Facebook fan pages
- Public tweets
- Crawled Content
Results in real time within seconds of an event occurring, it takes 3 seconds from the event happening to putting it into SERP’s. Minimal time available for processing, it makes relevancy difficult. Items in Google trends generally found in real time results.
Indicators of Relevancy
- Regular updates
- Content that matters
- Unique content
- Points to useful links
- Followers matter less than interaction
- Content not # soup
Notion that your social graph may have more interesting information and allow Google to better rank pages for you. You can ‘deep dive’ into social search by going into the social search section within the more options section of the Google Search.Australia has the the longest time on social networks per person at almost 7 hours per week(I think per week). Social media spend will be more than any other online activities.
What does social search mean for marketers ?
Less about optimising your content, more about getting your users to write/communicate about your brand or product.
Here he is, the captain of charisma, the doctor of details, the master of magnificence and the giver of raises ( hint hint ), Bruce Clay Australia’s very own Des O’Dell, speaking on Universal Search.
If you are not doing something for Universal search, you should be, there are still massive opportunities and threats in this space.
- Many more links on the page-25 in the example that Des used
- Many more results
- Shopping results are coming in Australia, so get ready for them
- Similar things happening in Bing as are happening in Google in terms of universal
- Can have less that 10 traditional blue links
- Not all universal features have been rolled out in Australia
It is going to continue to grow, if you are not doing universal search, then you need to do some. 86% of all queries had one instance of universal search and 74% of all queries had universal research above the fold. Number of links on a SERP is growing. Big difference between universal search coming up with popular and big searches and smaller companies. Minimal change in universal search occurrences from day to day however, the number of links within universal search does differ.
Use traditional SEO techniques to optimise the digital assets. News appears most in universal search whilst local ranks second. Use ‘how to videos’ to get good universal rankings.
How to get videos to rank
- Make a video the first thing on the page
- Use the words you are trying to rank for on the page
- Good quality images
- Good quality videos
- Use video sitemap
- Creating compelling videos
- Promote video
- Make sure the page speed is fast
- Universal search will increase
- Many opportunities and threats
- Optimise digital assets
- Use engagement objects
- Leverage traditional SEO strategies
Thanks Des, great as always.
This session is given by Chris Dimmock and maybe Greg Grothaus because he is standing up there. There has been a bit of a shuffle here today. how does google know when you are being spammy in terms of accessibility. Web accessibility is making the web available for people with disabilities. Chris give us some history on battles between organisations and the government in terms of accessibility.
New W3C guidelines stipulates how to hide links and how to use CSS to replace text with images of text. What does a white hat do ? Do you comply with Google or the government ?
Need to find something that works in all cases, use CSS so that if a search engine can read it, users must also be able to read it. Things can’t be different, text must be identical. Make sure text is not in java, flash etc, keep content in text format.
There are compromises between webmaster guidelines and accessibility, you just need to tread a fine line when doing this.
Google is showing local results without any geo qualifiers, so even if you want to rank nationally, you should register a local business centre.
How can I rank for L.A fires in universal search ?
Google is maybe triggering that universal result incorrectly.
20% of people click on the pages from Australia option within Google
You need to manually move local listings, within a shopping centre like an ATM for example
How do you get back a place within Google Maps if somebody takes it away?
It is illegal, and there is a feature to report the item as incorrect.
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