@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

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February 13, 20131

WAYS TO MAKE SURE THE INTERNET SEARCH RESULTS YOU’RE SEEING ARE WHAT CONSUMERS SEE

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

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2

February 13, 2013

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

ARE YOU SEEING THE SAME SEARCH RESULTS THAT YOUR CUSTOMERS SEE?

• Google customizes search results.

• Test results could be distorted by what you’ve searched on and viewed in the past.

• Google updates and changes to be aware of when testing your search engine results.

• Steps to get “clean” results when you are testing your search engine optimization.

3

February 13, 2013

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

TOP 4 REASONS SEARCH RESULTS DON’T MATCH

Personalization

Algorithm Testing

Data Center Location

February 13, 20134Source: http://themetaq.com/articles/reasons-your-google-search-results-are-different-than-mine

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE CUSTOMIZED SEARCH

Google Universal Search

• Blended Search Results• Videos• Images• Local•News• Shopping• Books

• Most Relevant Content For Each Individual

5

February 13, 2013

Personalization

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE CUSTOMIZED SEARCH

Personalized Search

• “Must” Be Logged Into Google Account (Google AdWords, Google Analytics, Gmail, etc.)*

• Customized To YOUR:

• Search Behavior

• Google+ Circles If Anyone Has +1’d Content

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February 13, 2013

Personalization

*Even when you’re not signed in, Google still delivers personalized search results based on previous search information. Google stores your non-logged in search queries and clicked results for up to 180 days via browser cookies.

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

WEB HISTORY

February 13, 20137

Personalization

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

February 13, 20138Source: http://support.google.com/accounts/bin/answer.py?hl=en&answer=54041

SEARCH HISTORY: YOU CAN TURN IT OFF

Signed-in search history personalization

Signed-out search history personalization

Where the data we use to customize is stored

In Google Web History, linked to your Google Account

On Google's servers, linked to an anonymous browser cookie

Which searches are used to customize

Only signed-in search activity, and only if you have Google Web History enabled

Only signed-out search activity

How to turn off Turn off search history personalization ("Signed in searches" section)

Turn off search history personalization ("Signed out searches" section)

Personalization

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

February 13, 20139

Personalization

SHORT-TERM SOLUTIONS• Verbatim – Searches

EXACTLY What Was Typed (Including Typos)

Search Tools

All Results

Verbatim

NOTE: Only Lasts For Current Search Session

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

February 13, 201310

Personalization

SHORT-TERM SOLUTIONS• Toggle Personalization

NOTE: Only Lasts For Current Search Session

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

February 13, 201311

Personalization

LONG-TERM SOLUTIONS• Change Google Search Settings

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

February 13, 201312

Personalization

LONG-TERM SOLUTIONS

• Clear Cache And Cookies• Browser Dependent

http://support.google.com/accounts/bin/answer.py?hl=en&answer=32050

Photo Source: http://www.grouprecipes.com/133270/mickey-mouse-cookies.html

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

MAJOR GOOGLE 2012 UPDATES

1. Google Search Plus Your World

2. Knowledge Graph

3. Google+ Local With Zagat

4. 7-Result Search Engine Results Pages (SERPs)

5. SERPs Redesign

6. Flight Explorer

In addition to Panda, Penguin and the myriad of minor search ranking changes in 2012…

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February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE - JANUARY 10, 2012

GOOGLE SEARCH PLUS YOUR WORLD• Personal Results

• Profiles in Search

• People And Pages

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February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE - MAY 16, 2012

KNOWLEDGE GRAPH• Find The Right Results

Orlando FL or Orlando Bloom?

• Key FactsLocation, weather, local time

• Unexpected DiscoveriesUpcoming events and points of interest link to other potential search ideas

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February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE - MAY 30, 2012

GOOGLE+ LOCAL WITH ZAGAT• Google+ Page for

Businesses

• Includes Google Maps Info

• See Zagat 30-Point Food Scale Restaurant Ratings

• Individual Ratings & Reviews

16

February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE - AUGUST 14, 2012

7-RESULT SEARCH ENGINE RESULTS PAGES (SERPs)• Primarily (But Not Only) Branded Search

Terms- 18.3% SEOMoz-Tracked Data Show 7 Results

• Expanded Site Links On #1 Result

• Multiple Results From The Same Site- Easier For One Site To Dominate The Page

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February 13, 2013

Source: http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

7-RESULT SERP SAMPLE

• Branded Search Terms

- Walt Disney World

• Expanded Site Links On #1 Result- Additional Links Within The Main WDW Website

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February 13, 2013

Algorithm Testing

Bonus: Knowledge Graph

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE - NOVEMBER 6, 2012

SERPs REDESIGN• Consistent Search

Experience Across Desktop, Mobile And Tablet Devices

• Advanced Search Options Moved From Left Sidebar To Top Nav

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February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE UPDATE – DECEMBER 19, 2012

FLIGHT EXPLORER

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February 13, 2013

Algorithm Testing

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

Algorithm Testing

HOW YOU CAN SEE (ALMOST) WHAT I SEE

GOOD LUCK!

Even If You Access Search At The:

- Same Date and Time

- Same Location

- Same Data Center

You STILL May Be Accessing A Different Algorithm Version.

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February 13, 2013

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

Data CenterWHERE ARE YOU GETTING YOUR INFO?

DATA CENTERS AROUND THE WORLD

• Google Discloses Several• 8 In Data Center Photo Gallery• 13 Data Center Locations • Reportedly 36+ Total

• Based On Your Location• Unless High Traffic Volume

• Testing Algorithms At Some Centers, Not Necessarily All

• Some Unique (Regional) Data, Some Replicated (Global)• “Regional” Data Could Contain More Local Results

22

February 13, 2013

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

GOOD LUCK!

If You Access Search From The Same IP Address, You Will Most Likely See The Same Results Unless:

- The Data Center Is Receiving High Traffic Volume

- Other Personalization Settings Override It

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February 13, 2013

Data Center

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

GOOGLE KNOWS WHERE YOU ARE

LOCATION

• IP Address

• Google Latitude

• Google Toolbar’s My Location Feature

• Country-Specific Search Engine

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February 13, 2013

Location

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

HOW YOU CAN SEE (ALMOST) WHAT I SEE

SET YOUR PREFERRED LOCATION

1. Click The Gear Icon, Then Search Settings Or Update Your Settings At: google.com/preferences

2. Select Location

3. Enter One:• Street Address• Zip Code• City And State• Country

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February 13, 2013

Location

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

SUMMARY: YOUR RESULTS MAY VARY

REASONS FOR DIFFERENT SEARCH RESULTS1. Personalization – Google Customized Search

2. Algorithm Testing & Google Updates

3. Data Center Differences

4. Location-Based Results

2 Of The 4 Reasons Can Be Easily Changed!

February 13, 201326

Source: http://themetaq.com/articles/reasons-your-google-search-results-are-different-than-mine

Algorithm Testing

Personalization

LocationData Center

@ R O A M R I G H T@ S H A R O N M O S T Y N# I RW D 2 0 1 3

THANK YOU!

27

February 13, 2013

Contact Information:

Sharon MostynRoamRight Travel Insurancehttp://www.RoamRight.com

Twitter: @SharonMostyn or @RoamRight

Email: smostyn@roamright.com

Keep Updated On Google Search Changes:

• Official Google Blog http://googleblog.blogspot.com/

• Inside Search http://www.google.com/insidesearch/

• SearchReSearch http://searchresearch1.blogspot.com/

• Search Engine Land http://searchengineland.com/guide/google

• SEOMoz http://www.seomoz.org/blog

• MoreVisibility SEO, SEM & Analytics Blogs http://www.morevisibility.com/blogs.php

Or, you can always set up Google Alerts (or Yahoo Alerts) to notify you of any changes.