Time Sensitive Search

Time-Sensitive Searches

A Quick Holiday Search Strategy Guide

[email protected]@victorpan

mailto:[email protected]

COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED.

Agenda

• Search Gets Caffeinated– Examples of query

deserves freshness• A Father’s Day Case

Study– An analysis of an

evolving Holiday SERP• Takeaways– How to be proactive

about time-sensitive SERPS

APRIL 7, 2023 | PAGE 2


I’m that SEO Samurai Dude



Google Caffeine 101


• Caffeine is Google’s index system to serve queries that require time-sensitive information.


Queries Deserve Freshness (QDF)



Father’s Day Case Study



Google 6/3/2014

• Knowledge Graph• Google News• Google Images– Pixel dimensions

are 450±50 X 450±50

• Pinterest influencer’s board?! #BarnacleSEO



Google 6/6/2014

• Google News keeps refreshing

• Google Images remain the same

• A news site with high domain authority (97) but low page authority (1) can hit page 1



Google 6/10/2014

• PPC Ads show up on the right

• Google News Shifts to “Gift News”

• Google Images remain the same

• Sites about gifts start ranking on page 1.



Google 6/11/2014

• Ads temporarily pop above the Knowledge Graph

• Askmen.com’s 1 page authority content gets tons of links.

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Surprise! Google 6/12..13…14/2014

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• News Results keep rotating

• Ad bids relatively similar

• Organic SERPS remain constant

• Image Search results remain unchanged…


Father’s Day! (6/15/2014)

• Knowledge Graph• PPC ads on the

right• Only Google News

approved sites can play in this box.

• Top Google images results remain stagnant.

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Post Father’s Day! (6/18/2014)

• Knowledge Graph• No PPC ads anywhere• Google News box falls

down.• Image results remain

stagnant after position 4

• We start seeing in-depth articles!

• Top SERPS don’t change much

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Summary: Theses Factors Matter In Time-Sensitive SERPS

• Knowledge Graph• Google News Listing– Most recent article/Most cited article gets listed

• Keyword relevancy, DA and PA• Image optimization• In-depth articles

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The Bigger Picture

• 81% of search now shows “universal SERPS”– Don’t forget image

and video SEO!

Full Study: http://www.searchmetrics.com/en/knowledge-base/universal-search-study/ APRIL 7, 2023 | PAGE 15

http://www.searchmetrics.com/en/knowledge-base/universal-search-study/




COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. APRIL 7, 2023 | PAGE 16

Takeaways


Does Your Brand Want To Be A Part of the

Holiday Conversation?

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• You want to win the SERPS before the peak ends. Planning is key.

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Step 1: Identify The Peaks (When Possible)

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Step 2: Potential opportunities for time-sensitive SERPS• News Outlets (Hard) PR & Social

– Newsjacking

• Text Ads (Expensive) PPC– Display Ads on SERPS you don’t own (Cheaper)– Retargeting on display ads (Cheaper)

• Images (Easy) SEO– Optimize images and obtain links with keyword-rich anchor text

Make image sharing easy so you can win links with image attribution emails.

• Knowledge Graph (Hard) SEO– Pray that Wikipedia editors cite your website as a source.– Edit Freebase and hope Google believes the information is accurate

To dominate a news-sensitive SERP, all digital channels need to be involved.APRIL 7, 2023 | PAGE 19

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BONUS SLIDE

• Social is part of this as well! – (Most people

don’t search “Father’s Day” incognito or on Tor)

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Step 3: Create Content To Those Winning Verticals To Win!

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• If your brand has time-sensitive content, you can take the lead!

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Examples from Another Life

APRIL 7, 2023 | PAGE 22

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Thank [email protected]

@victorpan

mailto:[email protected]

Appendix(For Bing Lovers)


Bing Also Gets Freshness

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TLDR; SERPS DON’T CHANGE MUCH IN BING

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• Bing Snapshot• SERP with

sitelinks• Image Results• Related Search

(multiple sections)

• News results• Ads


A Different Format: Bing it On?

• Bing features Fathers day news after the images.

• Bing Snapshot (their Knowledge Graph equivalent) is on the top right

• Suggested Search takes up quite a bit of real estate on Bing

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Sometimes the News Doesn’t Cut It

• - We’re not sure why, but Bing SERPS are more volatile than we think.

• - Bing Boards shows up on this date. Feature is kind of in Beta.

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If A Search Engine Changes Its SERP And Nobody Notices…Did it Happen? - 4 Days went by with

pretty much no change in the SERPS. Bing doesn’t update its index as often (no surprise).

- Can you spot the URL position swap in this image?

- Did you notice an image search change?

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Hey… who else tested ads on June 11th?

• Not the first time Bing has been caught “copying” Google on things.

• Notice how News results are back, but on the very bottom of this screenshot.

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Questions… But No Intuitive Answers

• News section gets pushed slightly higher (Pos 5)– Thumbnails

determined by whether source uses it.

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• Nothing special happens on Father’s Day. What a disappointment!

• Factors that matter:– Bing News– Bing Image Search– Bing Related Searches– Bing Ads– Bing Snapshot– Bing Board (Beta)– Typical SE ranking factors.

APRIL 7, 2023 | PAGE 32

Bing it On!

Time Sensitive Search

Internet

Transcript of Time Sensitive Search