SERPs im Wandel

Ein Aus- und Überblick zu SERP Features

March 14th 2017Philipp Klöckner

2005 2010 2015 2017

Philipp KlöcknerAngel Investor & Advisor

@pip_net

SERPs im Wandel

SLIDE DECK:http://clk.me/smx

Philipp KlöcknerAngel Investor & Advisor

@pip_net2005 2010 2015 2017

12 Years70+ Startups

6 Unicorns

SERPSearch Engine Result Page

Früher war alles besser…

SERP CTR Heute

2 von 3 Clicks sind PPC

Source: WordStream, 2012

SERP CTR Heute

Source: RimmKaufmannGroup

Was hat sich gewandelt?

Ads

Ad Real Estate

• 4 Top Ads• Ad Extensions• Price Extensions• Ad Labelling• Vertikale Suchen

• Flights• Hotels• …

SERP Design = Revenue

Google Ad Clicks Growth• Ad Clicks + 43 %• Avg. CPC – 16 %

Google Ad Clicks

Source: Alphabet Inc.

Universal Search

Universal Search16. Mai 2007

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!“

Universal Search Patent

10 8,3 Blue Links

Source: SearchMetrics.com

Knowledge Graph

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

Google Trends: Wikipedia

SERP Features

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

Medical Knowledge

Medical Knowledge

Knowledge Graph

Carousels

Sport Features

Event Features

Image Search

Die „neue“ Bildersuche

Source: C. Burseg (Facebook)

Outlook

„The new SERP isno SERP.“

SERP Evolution

SERP RevAMPed

“There’s always more

information out there.”

“Ten things we know to be true” - Google

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 truehttps://www.google.com/about/company/philosophy/

Answers

Answer Boxes

Source: RankRanger.com

Amit Singhal„The destiny of [Google‘s

Search Engine] is to become that Star Trek

computer and that‘s what we are building.“

Answers!

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?

Universal Search

Theodore Newton Vail1845-1920

American Telephone & Telegraph Co.

Universal Search

Theodore Newton Vail1845-1920

Universal ≠ Universal

Theodore Newton Vail1845-1920

American Telephone & Telegraph Co.

Die SERPs Zukunft1. Die Universelle Suche.2. Antworten.3. Ein Assistent.

Die SERPs Zukunft1. Die Universelle Suche.2. Antworten.3. Ein Assistent.

And Now: Features Snippets

THANK YOU!

Slides: http://clk.me/smx @pip_net