Más contenido relacionado La actualidad más candente (20) Similar a SEO: SERPs im Wandel - SMX Munich 2017 (20) SEO: SERPs im Wandel - SMX Munich 20172. 2005 2010 2015 2017
Philipp Klöckner
Angel Investor & Advisor
@pip_net
SERPs im Wandel
SLIDE DECK:
http://clk.me/smx
9. 2 von 3 Clicks sind PPC
Source: WordStream, 2012
13. Ad Real Estate
• 4 Top Ads
• Ad Extensions
• Price Extensions
• Ad Labelling
• Vertikale Suchen
• Flights
• Hotels
• …
19. Universal Search
• End of „10 Blue Links“
• Blended Search Results & One Boxes
• „Most radical change to its search results ever“
• Danny Sullivan, SearchEngineLand.com
• News, Video, Images, Local, Books… ( Produkte)
Marissa Mayer: „Just the beginning. Stay tuned!“
24. Knowledge Graph
• Places: Locations, Attractions, POIs, Businesses
• Things: Produkte, Services, Brands
• Menschen: Politiker & Celebs
• Unterhaltung: Kino, Konzerte, Events, Sport
• Besonders prominent: Google Carousel
• Betrifft: Vor allem Informational Queries
27. SERP Features
• 39 % KnowledgeGraph
• 22 % Related Questions
• 16 % Top Stories
• 15 % Local Packs
• 3 % Medical Knowledge
• 1 % Carousels
• 97 % mind. 1 Feature
Source: MOZcast.com
43. 10 Things We Know To Be
True
“Once we’d indexed more of the HTML pages on the
Internet than any other search service, our engineers
turned their attention to information that was not as
readily accessible. […] Other efforts required a bit more
creativity, like adding the ability to search news
archives, patents, academic journals, billions of images
and millions of books. And our researchers continue
looking into ways to bring all the world’s information
to people seeking answers.”
Ten things we know to be true
https://www.google.com/about/company/philosophy/
46. Amit Singhal
„The destiny of [Google‘s
Search Engine] is to become
that Star Trek computer and
that‘s what we are building.“
Answers!
49. Websites vs. Answers
Search Engine (Webmaster/Publisher):
Leitet Suchanfragen zu den richtigen Webseiten.
Suche (Google):
Liefert Antworten. Schnell. Wenn möglich direkt.
Universal Search? Universelle Suche?
Notas del editor 6 Nobelpreisträger - Transistor, Laser, Telefax, Anrufbeantworter, Telstar Satelit, UNIX, C, C++ 1925 Datenfernübertragung, 1940 Mobilfunk, 1950 Solarzelle ---- 1980er zerschlagen