Daily Archives: November 5, 2021

Top 4 Astounding Products as Home Decor Gifts

By | November 5, 2021

Everything; books, candles, bottles of wine, and even elevated socks is seen as a fair play, whenever we think about gifts. But one thing that rarely appears on the wishlist of humankind; is home decor gifts. Although the home decor is a personal choice of the homeowners, and you don’t want them to feel that their living interior is not up to par; it is also challenging to assure whether the gift you purchased suits the receiver’s space or not. There are some products out there that can be a perfect match for the interiors of the hardest-to-shop-for persons who don’t want their design to be cluttered. Here we have a list of 4 products that can be a neutral addition to any kind of home decor. Let’s have a look at these amazing products to make the selection of gifts an easy process.

Ranking Videos Well on Both YouTube & the Google SERP: In Search SEO Podcast

By | November 5, 2021


Don’t forget, you can keep up with the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud

The In Search SEO Podcast Community Question of the Week!

SEO Community Question #35

Google’s video carousel (or video box on mobile) is a highly noticeable and engaging SERP element. How does more video content on the SERP change your SEO strategy?  

 

Summary of Episode 35: The In Search SEO Podcast 

This week we welcome SEO consultant, Itamar Blauer who comes on to share his expertise on:

  • Tips, tricks, and general advice when optimizing your videos
  • Breaking down video creation barriers
  • How to get your videos to rank well on both YouTube AND on the SERP

Plus, why you should start thinking of EVERYTHING from an entity perspective!

Why an Entity Focused SEO Outlook Is in Order [01:57 – 19:09]

 

Mordy was recently speaking at a meetup in Tel Aviv with some really great folk: Eli Schwartz, Liraz Poston, Igal Stolpner, and Ari Nachmani. A lot of what Mordy talked about was how the mobile first index directly relates to the ccTLD update Google ran in October 2017 and how it all connects to things like the core algorithm updates and of course how it applies to international SEO.

One part we’ll focus on is what Mordy calls entity-centricity. If you look back at what’s changed over the past 10 months and even way before that, maybe the last two years… you can boil it down to Google having a far better understanding of what a topic consists of: what it is and what it relates to.

You can go so far back as February 2018 where Google introduced Multi-Faceted Feature Snippets. These are a series of two snippets were one sits on top of the other in order to offer a more in-depth look at the topic represented by the query. The original case found was a Featured Snippet telling you what plants need full sun with the second snippet telling you what is considered full sun. So you have one Featured Snippet with Google telling you how to do something and the second Featured Snippet is qualifying it and telling you what it means. 

You can even go back to changes in December of 2017 to the Knowledge Panel where Google introduced a carousel of cards showing a person/entity’s “notable life moments.” This is what morphed into the Google Stories we have nowadays in the Knowledge Panel. Google Stories are where a famous person will get a card inside the Knowledge Panel that gives you this whole visual story of their life and all the most important things about it.

Our point is that you can really look back over the past two years and point to Google having a far better understanding of what an entity is conceptually.

Now for SEOs, these are well-known ideas. The question is what do we do with this awareness? You see, we sort of fawn over Google or even gawk as Google increases its understanding of entities exponentially yet we don’t realize how *** this topic is.

The way we look at how Google understands entities should change how we think about SEO and sites altogether. And we’re not saying that what we do has to change. You’re still going to do keyword research, you’re still going to think about and track your keywords. If you’re doing international SEO you’re still going to translate your content. But… how you think about what you’re doing, what you do with the data you have, and how you think about the data you have, should be a little bit different.

So Google can understand entities better. Let’s use Marlon Brando as an example. He’s an actor and a pop culture icon. Google displays the highlights of his life (Google Stories), who else he relates to, other actors, and others who have won Oscars. In other words, Google has moved way beyond the idea of simply showing a list of movies the actor was in.

However, now you also have this on the site level as well. Now Google asks not only, “What is cnet.com writing about?” but also “Who is cnet.com?” Well, it’s an informational site that offers reviews and in-depth product information that does not ram buying anything down your throat. It’s focused on tech products as opposed to say health products.

In other words, Google is profiling sites. Who is this site, what does it mean to do, and what is and what is not relevant to the site from a keyword perspective?

And we’ve seen a ton of signs that Google is doing this based on the recent core updates.

It’s too much to get into now… but there are a lot of signs that Google is profiling sites and rewarding keywords that are highly relevant to that profile and demoting rank for keywords that sit at the site’s profile border.

So while what you will do will still be the same, the way you think might be a little different when considering sites as entities.

For example, you’re still going to do keyword research, but instead of just thinking about search volume or developing broad topical relevance you’ll also think about what does and does not fit into your site’s profile. In other words, you’ll think of keyword research from the context of building a really solid and concentrated core profile that really stands out and has tremendous cohesiveness to it.

Let’s say you’re translating content into multiple languages. If you’re thinking about sites as entities you’re not just going to translate your pages, you’re not only going to change a word here and there to ensure regional relevance. Rather, you’re going to think about how the very thing you do, the very content you write, the very product you sell is thematically different from one market to the next. You’re going to think about how a site that does what you do is thought of and related to differently from country to country.

Take rank tracking. You can check your rankings, you can check how volatile those rankings are as we’ve discussed in the recent past… but now I think you should also look and see what that data says about your profile.

Let’s say you’re a travel site. You have all sorts of topical content on your site. You have pages upon pages on hotels, pages upon pages on flights, and pages upon pages on location attractions, etc. What Mordy suggests is to categorize your keywords by topic tags. Have all your keywords about flights in one tag, all of your hotel keywords in another, etc. By grouping your keywords by topic you can now view your overall rank tracking by topic.

By doing so, you see that perhaps your hotel keywords are doing poorly in a specific market while your flight and attraction pages are doing quite well. In this case, your lack of top rankings is most likely not the result of a technical error that just so happens to be on all of your hotel pages but not on any of your flight pages. What’s more likely is that Google believes your site is more relevant for flights and attractions and not for hotels. That in this country, for whatever reason, your pages are not what Google expects to see when dealing with hotels in that market.

In our “hotels” case, Google’s conclusion is your site fits the bill for this market when it comes to flights but not when it comes to hotels. Now, there may be a million reasons why this is the case, but unless you’re tracking your keywords by topic you won’t know how Google is looking at your sub-profiles. Every profile has layers to it. Just like you can’t characterize a person in just one word, so too a site has a very nuanced and layered profile.

If you don’t organize your keywords by topic you might see a ranking loss here and there and won’t realize that there might be an issue with how Google views your site for this particular sub-element.

So say it with us… same actions, same things we’ve always been doing… but in a bit of a different context.

Creating the Best Video Content & Getting It onto Both YouTube & the Google SERP [19:09 – 44:12] 

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]



Mordy: Welcome to another In Search SEO podcast exclusive interview. Today we have video marketer extraordinaire, Itamar Blauer. He is an SEO and video marketing consultant out of the UK!

Welcome!

So you’re a musician, right?

Itamar: Yeah, I play guitar. It’s good fun.

M: Good for you. The only thing I play is the Play button.

Let’s get started here. How does YouTube’s algorithm differ from Google’s SERP video placement algorithm?

I: That’s a good question as people think the fact that Google owns YouTube that their algorithms work similarly. But from YouTube’s perspective, they have signals of how good they perceive a video to be and this can be the clickthrough rate, the engagement metrics such as likes, comments, and shares. The main metric is watch time in the YouTube algorithm as to how highly they’ll rank a video. Metadata is also a key factor such as the title, description, tags, and closed captions.

With Google, their SERP video placement is mainly related to how well a particular video can satisfy a user based on their search. This is obviously different depending on the search query and the need for there to be a video in the results because Google doesn’t always put a video in the SERP results. Those are the two main differences. Although they’re quite similar they’re not exactly the same.

M: One of the common misconceptions I hear is that YouTube is very concerned with watch time and wants to be the new form of television. The longer the content the better which is why you want videos between at least 15-20 minutes long. Regarding the SERP, people are saying that the SERP is a different form of user that Google is targeting who wants shorter content. My issue with this is that I’ve seen videos on the SERP that run for 9 or 10 minutes so does a video’s runtime matter for the SERP?

I: Absolutely not. Google is only going to show videos that are relevant and that will satisfy the user whether it’s a 2-minute video or a 10-minute video. As an example, if you search on Google Alice in Chains concert there’s a video carousel with the first three videos being an hour long. That obviously shows the intent of the person searching for the concert as they are usually over an hour long. So it’s definitely a myth that Google is showing shorter videos on the SERP. It’s rather about the intent.

M: Right. The best part of it is you can see the multiple intents on the SERP. One person might want a 2-minute video while another needs one for two hours.

I did a study last August on just how wide the gap is between a video’s spot within the SERP’s video carousel/box and YouTube ranking.

Is there then a way to both rank well on YouTube and get prominent SERP placement within Google’s video features? Is there a sort of “optimization overlap”? How does intent play into all of this?

I: If you are ranking well on YouTube, then there is a high chance that your video is better suited at satisfying the user base than the intent for the Google video SERP. If that is the case that you’re ranking high on YouTube and YouTube considers your video to be relevant for that term then there’s a better chance that Google will also display it high within the video carousels.

Back to the Alice in Chains example, the first two videos that show for that query on YouTube are included in the first three video carousel results in the SERP for the same query.

M: Right, and that does happen, but from what I found the average rank on YouTube of the first video carousel was 14. So what would explain a gap?

I: I think at the end of the day it’s all about the intent from Google’s perspective. Although the algorithms can be similar I think it really comes down to the search query.

M: Right, as when I did my study there were keywords that had matched results for YouTube and Google. It’s very much like search itself. How do you deal with a given keyword or a given URL at the page level? We sometimes speak of intent at the niche or industry level but intent is really at the keyword level and that would seem to imply to YouTube at the query level.

I: You got to think about how machine learning is progressing. You did your study last year and in a year’s time, Google got better at processing different types of content. They’re getting better with their algorithms. And because video is getting more popular it’s maybe a sign for Google to find the need to adapt to this increased use of video within their search engine. Over time, I think Google will get better at displaying the best video results for the search queries.

M: That is a good point because there was a point in time where video carousel placement was a bit erratic. I remember Glen Gabe doing a study on video placement on the SERP for commerce queries which were all over the place. I still think there’s irrelevant video placement on the SERP but I see it is getting better.

When creating a video, is there an optimization overlap when considering YouTube and the Google SERP?

I: Yes, you can optimize for both YouTube and the Google SERP and one of the main ways to do that is with the signals I mentioned earlier (engagement signals, etc.) and the signals to both YouTube and Google that your video is relevant for that query.

M: Which is harder, in your estimation, ranking well within YouTube or getting your video on the Google SERP?

I: I think it’s harder on YouTube because on YouTube there are 300 hundred hours of video that is uploaded to the platform every minute. It’s very competitive nowadays much more than a decade ago. People forget sometimes that you don’t necessarily need to rank in the Google SERP and people will often make search queries on YouTube where they’re anticipating to watch a video rather than searching on Google.

Getting your video on the Google SERP is more of a luxury than a necessity, but it does depend on the industry and the search query because it sometimes can be beneficial to rank your videos with search terms like how to or tutorial as these buzzwords have shown to show more videos on the Google SERP. So I definitely believe ranking on YouTube is harder because on YouTube there are no pages rather it’s an infinite scroll just due to the vast competition on YouTube’s platform.

M: Yeah, and that’s exactly my problem with an infinite scroll. And while Google got rid of pagination on mobile search having an infinite scroll will change the entire ranking paradigm exactly like it is on YouTube.

I: Yeah, with an infinite scroll it’s harder to track your progress over time. It’s just so easy for someone to keep scrolling and miss your content completely without even seeing your title or your thumbnail.

M: Yeah, that would definitely be a game changer.

In terms of necessity on ranking on the Google SERP, should you upload to other platforms other than YouTube like Vimeo, for example? Obviously, the more places your video is being seen the better but in terms of placing on the SERP is it a good idea. Yes, Google shows videos that aren’t from YouTube, but once your video is on YouTube is there really any benefit to having the same video on Vimeo?

I: YouTube is the most popular platform, but different platforms have different use cases. For example, Vimeo is used a lot for high-quality professional content especially for large corporations like car manufacturers, etc. But while Google is always down to satisfying the user, Google may be biased in showing YouTube videos more than anywhere else. Then again, you need to think about the scale. YouTube has more videos uploaded on its platform than probably all the other hosting platforms combined. It’s a tough call. I think because there are so many videos uploaded on YouTube there’s a higher chance there will be a relevant video on YouTube than another platform that has way fewer uploads about a particular topic. So when Google has to pick the videos for its video carousel on the SERP it may be more likely that Google will find a relevant video on YouTube.

Again, that’s not always the case as you do see videos from other platforms like Vimeo or DailyMotion, but as I said, it comes down to scale.

M: You brought up an interesting point. I’m assuming there are video platforms for specific niches. Is Google aware of that? Does Google consider the platform vis-a-vis intent? For example, if there was a video platform just for cars should you upload to that platform?

Does Google consider the intent of the platform itself when ranking videos on the SERP?

I: I think it might be the case. I think because of YouTube’s popularity and the scale of the platform will take the edge over more niche and relevant hosting platforms. At the end of the day, YouTube is a host of all types of video content and even if there are niche platforms I’m sure you’ll find on YouTube millions of videos in that niche. But I do think that if Google sees a video hosted on a platform more relevant to that niche that it will place it on the SERP, but I haven’t seen too many of these niche specific platforms. Theoretically, it makes sense, but in reality, I don’t think it happens.

M: Well, considering the way Google now improved its ability to understand things at the domain level it would make sense.

I heard that to have your video rank well in Google SERP you need your YouTube videos to be embedded on a page. Is that a myth or a fact?

I: I think it might help your web pages rank higher for relevant keywords, but it doesn’t necessarily mean you have a higher chance of ranking in the video carousel on the SERP. As a rule of thumb, you should embed videos on relevant pages or blog posts to improve the overall engagement of that page and in terms of rankings, but I don’t think there’s a direct correlation between embedding pages and ranking on video carousels.

M: How important is the verbal content of your video for SERP placement relative to YouTube ranking? I ask because Google does know what content is in your video. For example, Google uses the video’s transcript to create a more effective starting point for the videos within Featured Snippets. Applying the same logic, does Google look at the verbal content when trying to rank you on the SERP? If it’s doing it for the Featured Snippet why not for the video carousel?

I: That’s a great point and much like structured data is important to give signals to Google regarding what your site’s content is about so too with YouTube’s subtitles and closed captions as they play a similar role. People forget that the YouTube bot can’t actually watch your video. What it can do is get signals as to what your video is about which includes the metadata but more importantly the subtitles. When you have the subtitles within your YouTube videos you can get the YouTube bot to get a better understanding of your video content to see if it’s actually relevant to that search query that you’re trying to rank for within the metadata like the title, the description, and the tags.

I think it’s so important because then YouTube can actually see based on what you’re actually saying in the actual video. There are so many keywords that could be thrown in if you’ve got a video that’s very relevant. When you’ve got those subtitles it makes it easier to be higher in the search results for both YouTube and for the Google SERP video carousels. They’re definitely the way to go.

M: I want to go into my last topic for today, video creation. What do you say to someone who is too overwhelmed to get into video content due to “equipment barriers?”

I: I think you shouldn’t rush into video content creation without a plan and part of that plan is equipment. So if someone says they can’t do it because of equipment barriers, the fact that there are so many choices nowadays makes it kind of like an excuse. I don’t want to be harsh but that’s the reality. Solid video content equipment shouldn’t cost you more than 1000 pounds. Overall, it’s an investment, but it’s a pretty safe one because the equipment that you get can be used for so many years and you’ll see it pay dividends. There’s so much you can get and the more competition means the lower the costs. I will definitely say that equipment barriers aren’t really a thing nowadays.

M: Okay, we’re in the lightning round. Can you shoot off your most recommended video creation equipment? Best camera, best microphone, etc.

I: Best video camera: Panasonic Lumix G DMC-G80. It’s really nice for video recordings. It shoots in 4K. Quality is great. Manual focus looks fantastic.

Best microphone: Blue Yeti. It’s the one I’m using right now I’ve had it for years. It has a lot of great settings. You can record yourself when you’re talking directly in front of it, from both sides in an interview, or omnidirectional (surround sound).

Optimize It or Disavow It



M: If you could do only one, would you create a custom Image Thumbnail sure to catch the user’s eye or an optimized title for your video?

I: I’m going to give the classic SEO answer of it depends. If we’re assuming the optimized custom image you put up is guaranteed to get clicks then I’d say definitely the image thumbnail. The reason I didn’t choose an optimized title is because there are so many optimized titles on YouTube that are very similar. At the end of the day, what makes people click is the thumbnail.

M: Alright, Itamar. Thank you so much for coming. I really appreciate your insights and your time, it was really invaluable.

I: Thanks for having me, Mordy.

SEO News [47:15 – 51:14]

 

New SERP Changes and Tests: A lot of changes/tests to the SERP to discuss. First and foremost, Google has rolled out its AMP Visual Stories at the top of the mobile SERP.

Also, the Mobile Knowledge Panel was spotted sporting a tab containing interesting finds which are normally a standalone SERP feature.

Disappearing Reviews Bug: Another Google bug… this one had reviews disappearing from some Local Panels. Some suggested this was because of the @shortname, the URL for your Google My Business profile. However, Google has said that is not the case.

Customer Review Images Being Displayed in Ads: Google is starting to roll out images in its reviews that appear as a part of an ad. Meaning, if a consumer uploaded a review via a certain review partner, Google may show the image as part of an ad’s review section.

Google News Sports a New Look: Google News has a new look on desktop. The new format uses cards along with a series of People Also Search for Boxes that show topics related to the original search.

Fun SEO Send-Off Question [51:14 – 56:13] 

What would Google’s wrestling name be? 

Sapir admits to never watching a wrestling match in her life, just wanted to put it out there. The wrestling scene from the 2002 Spiderman movie with Tobey Maguire is all she knows about wrestling. So she guesses Google will want a weird and lousy nickname, so maybe World Dominator.

Mordy is stuck between two choices: The Rank Robber or The Searchabilly Kid. Mordy does add that if the had to give a name to the whole SEO industry it would be The Fluctuation Avenger!

Tune in next Tuesday for a new episode of The In Search SEO Podcast.

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!



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Being Cyber Smart & Cyber Safe – Basics

By | November 5, 2021

As our lives have become increasingly dependent on technology, virtually all personal and business data is kept on internet-connected platforms, which can become a gold mine for bad actors. And as we all know that this year has already seen more than a fair share of attacks and breaches. Cyber-attacks are becoming more sophisticated with more evolved bad players cropping up each day. Luckily, there are several steps that we can take on a daily basis to mitigate risks and stay one step ahead of malefactors.

An SEO Strategy for Even the Most Technical Content!

By | November 5, 2021


A little while ago I spoke at the MegaComm conference but never got a chance to share my presentation with the world-at-large. The gathering itself was meant for technical content creators to learn more about their craft. You might ask what this has to do with SEO? Well, everything! Technical content and the how-to queries that bring this content to the SERP is the bread and butter of SERP features such as Featured Snippets, Related Questions, and Video Carousels. 

Technical content creators should be very concerned about search, and in particular SERP features. More than being concerned, they should know what SERP features to focus on and how to hone in on them! Let’s have at it then! 

Why Search Matters for Technical Content 

You might be wondering why search is important for technical content so I will give you a few examples. First, and I know this is hard to hear, but some people throw out their product manuals immediately when they open the box. In these instances, if folks 
do need instructions they will either search for a video that will help them or search for the manual online either by PDF or from an article.

You might say that you’ve already created content online and there’s nothing to worry about. That’s great! But is it findable via search? Allow me to put some data on this in order to show you the importance of
search for technical content creators.

A study shows that 70% of people want to be left alone and do not want to interact with your company. They don’t want to talk to a customer representative to get help. They just want to find the answer to their question and be done with it. They don’t even need to go to your website to achieve that! Why take the time to go through your documentation list when you can just ask Google?

If that’s not enough to convince you of the importance of search, your documentation being findable on Google can lead to a 45% increase in your traffic!

You might say that you’re part of a big brand and that no one will even think of going to another site so they’ll go straight to your site… so who needs search? This is what we call in the biz Direct Traffic. To answer that we can look at some big brands and see how much of their traffic comes from direct traffic and how much from search.

Maybe you’re like ESPN where 76% of its traffic is direct and only 14% is via search. However, ESPN is the be all end all of
sports so it makes sense for them to have major direct traffic. Now let’s look at Amazon where 50% of its traffic is direct traffic while 30% came via search. Now 30% may seem low, but to
Google this is a major issue they’re trying to combat as it affects their own Shopping program (we’ll get into this later). All things being equal, your brand is more likely to be similar to HP and Samsung where over 60% of their traffic is from search.

Does Technical Content Do Well in Search? 

Yes! Google loves help documentation. You should be thinking of search as a great opportunity for technical content. In some cases, and I’ve seen this with my own content, documentation ranks higher than studies and deep opinion pieces. So don’t dread search but rather look at it as an opportunity.

The Problems Search Presents to Technical Content Creators

 

Search is terrific and has tremendous upside. However, it does present some unique challenges.

First off, when people search for content on your website they will obviously receive content from your site. However, when people search for content on Google, even if your site is in the top spot, you are still competing with other sites on the SERP.

Forget the number of sites per se, there are also so many types of sites, so many different types of content on the Google SERP. Google very much wants to meet multiple intents on a given results page. When you rank on the SERP you are competing with the multiple intents Google applies to the query. That means any given user may see any given set of diverse content. As a result, a user may decide your type of content is not as relevant as another content variation Google presents them with.

Google Can be A SERP Competitor

Not only are you competing with other sites on the SERP, but you are competing with Google ITSELF. What do I mean? Let me give you an example.

Let’s say you run a hotel and you’re trying to rank for ‘Hotels near Boston, MA’. For this query, Google has what’s called a hotel Local Pack that lists up to four hotels in the Boston area. If your hotel is not in this hotel Local Pack then most likely people will not find your hotel. This is what I mean that you’re competing with Google. More than that, Google will display information or answers to queries on the SERP, thereby removing any reason for the user to head over to an actual website! In such instances, most users won’t even bother to look at all the organic sites on the page!

Hotel Local Pack

There are so many examples of Google SERP features where the answer to the user’s query can be found in one of Google’s many SERP features.

SERP Features: Highly Relevant to Technical Content! 

 
 
Now that I have shown you how Google is a competitor, you should by now know the importance of SERP Features. That said, I want to let you know that for technical content searches SERP Features are highly prevalent and even more important than the “average” site. So let’s forget about organic rank for the moment and focus more on why SERP features are highly relevant to technical content creators and how such creators can leverage Google’s search page elements.

Let’s take an example query, ‘how to add money to PayPal’. The first thing you’ll see is the “Featured Snippet” (1). Under that is the “People also ask” box (2), then the first ranking organic result (highlighted in red), and finally the “video carousel” (3). Notice how small and bare the first organic result is relative to the SERP features? The first result! Who is going to notice and interact with it when there are bigger and flashier things on the page?



PayPal SERP

Now take the keyword ‘how to install mobileye’. In this case, there is no Featured Snippet or People Also Ask box, but there is a video carousel above the organic results which is huge in comparison. Why would anyone click on the link to your page when there is a video to watch instead?

Mobile Eye SERP

By the way, don’t think that people will scroll down from “above the fold” to “below the fold” to find your site because most people don’t go “below the fold” nowadays.

What SERP Features Should Technical Content Creators Focus On? 

At this point, I think we understand that while SERP features are important in general they are extremely applicable to technical content creators (whose content is the bread and butter of the ‘how-to’ query). Now let’s talk about the three SERP features that are without a doubt the most important and relevant to technical content creators.

Featured Snippets



A Featured Snippet is a box that answers the query by taking a “snippet” of content from a page. Note that a Featured Snippet includes a URL to a website. Featured Snippets are a great opportunity for websites to garner a lot of traffic. This is especially true for technical queries as most of the time the full content will not show up in the Featured Snippet thereby forcing the user to continue to your site. As of the time of this writing, Featured Snippets show up on 6% of all searches (desktop US).

The Fonz Jumping The Shark

Related Questions



Related questions are exactly how it sounds, questions related to your query. The feature shows a dynamically loading series of questions. That is, as you click on a question, more questions load. Upon clicking a question the tab expands to reveal its answer. This answer is essentially a Featured Snippet in that it presents a small section of content that is followed by a URL. Related Questions appear on 33% of searches (desktop US) which makes it quite prevalent.

Steelers Google SERP

Video Carousels

Video carousels show up on around 15% of desktop SERPs (US) and they’re great to rank inside of because… they’re videos. People would prefer to watch a video than read a document. Though, the feature shows for more than just ‘how-to’ queries and is, in fact, relevant to a broad range of search terms.

80's Music Videos

When I said that Featured Snippets show on only 6% of queries that is referring to the ENTIRE web, but for technical
sites we know there is a greater tendency for Google to show these SERP features. Part of this is because Google has taken a far more energetic approach to these features. Google now says, “We are going to use these features to target users.” They want to ensure they are satisfying every user’s needs for their search and who now have a greater tendency to use SERP features to do so.

Observe. Take the keyword ‘bathtub cost’ and here you’ll see there are “bubble filters” at the bottom of the Featured Snippet. As an aside, these filters show up about 8-9% of the time. Why are these filters here? Because this keyword can have different interpretations and may lead the user to refine their query. Perhaps you balked at the cost of buying a new tub, so you would rather resurface it… Google gives you access to that information via the bubble filter. Perhaps you didn’t even mean to search for the cost of a bathtub but rather a jacuzzi. No need to execute another search, just use the filter. By the way, you know what you get when you engage any of the filter options? A new SERP with a new Featured Snippet!

Bathtub Cost

Try this on for size… Below is a multi-faceted Featured Snippet. It’s two Featured Snippets right on top of each other. The second Featured Snippet is either used to further increase knowledge on a topic or in case the user had the intention for the second snippet and not the first.

Know, the above image is all that shows “above the fold”. In this case, if your URL is not inside one of the Featured Snippets… you’re not going to be seen!

Even when your site is organically above the fold it’s barely recognizable. Can you find the organic URL in the below screenshot among all the SERP Features?

Why Technical Contents Needs Search Engine Optimization 

We talked about the importance of SERP Features and by now you should be on the hype train to get your URL in the Featured Snippet. Easy, right? After all, your brand made and developed the product/service in question! Not so fast! Let’s take a look at the keyword ‘what battery does the canon t6 use’. Notice the URL to the Featured Snippet is not from Canon’s site! This is a big loss to Canon’s site traffic! The fact that your brand name is in the query does not make it automatic that your URL will be in the Featured Snippet.

What Battery Does Canon T6 Use

The point is… you can’t bank on your brand, product or service being a part of the keyword. To rank inside a Featured Snippet, a Related Question, or a video carousel requires an optimization strategy.

How to Capture Featured Snippets for Technical Content 

So what can you do to get your URL into a Featured Snippet? It’s not terribly complicated and while things are not entirely in your control there are some steps you can take to increase your chances of winning a Featured Snippet. 

Take a bullet!

For technical content bullet points are awesome. You might be already doing this as it’s a great way to display content for your users. Even if you already use bullet points… use them even more… even when you think you may not have to.


Make a List!

Best NY Rangers

Lists are great for the same reasons as bullet points as Google also loves them. Try to find opportunities to segment your content in lists. The idea of a Featured Snippet is to present a bit of content that is super easy to digest… which is why Google loves to feature lists!

Bring it to the Table!

Google loves tables. If you have the opportunity you should create a table or take a list and turn it into a table. An even better idea is to create both! Create a list and then a table to represent it.

Super Bowl Winners

Stay Image Hip

Images in your documentation are great as they help your users understand the technical content and they can be Featured Snippets EVEN FOR A DIFFERENT URL! Google will sometimes pull content from one site, but the image will be from another site. If you have a SERP competitor who got their URL into the Featured Snippet but doesn’t have an image then that is a great opportunity for you! Searchers can click the image and arrive at your site…. Which is far more likely for technical content images. Below, the image does not serve much of a purpose Not so with technical content where a good image can be far more helpful than any sort of text copy.

Who Was Babe Ruth

Related Questions

All of the advice I gave in regards to Featured Snippets also applies to Related Questions. Remember, Related Questions are very similar to Featured Snippets so if you’re optimizing for
one you’re optimizing for the other. Now there is a way to target the questions in the Related Questions box (which we’ll get to later) but in terms of the snippet of content in the Related Questions, you can see my advice on Featured Snippets.

Video – The Perfect SEO Companion to Technical Content 

We spoke about the importance of video in technical content which is substantiated by a study that showed that 98% of the people surveyed said they have looked at a video to learn how to do something. We all know you need to make videos, but the question is should I put them on YouTube? Can’t I just host them on my site? And the answer is a resounding YES in favor of hosting your videos on YouTube!

The reason for this is that what shows on YouTube and what shows on the results page are not exactly the same. If your video isn’t on YouTube, you may be showing on the video carousel, but if someone bypasses Google to do a search on YouTube they won’t find your video!

Note, ranking high on YouTube or within the video carousel doesn’t mean you’ll rank high on the other. I wrote a whole study showcasing this but just as an example, for a ‘how to’ query, the first carousel card usually ranks number nine on YouTube. Meaning, even if you don’t rank well within YouTube you can be featured prominently as part of the SERP’s video carousel!

But wait! There’s more!

There’s yet another reason to have your videos in the video carousel. 55% of SERPs that have a Featured Snippet also have a Video Carousel. What does that mean? It means if you can’t get the Featured Snippet spot you get another chance to be clicked by having a video. Not just another chance but a good chance as people often prefer to watch a video rather than reading! (Sad, but true.)

The same thing goes for Related Questions. 58% of SERPs that have a Related Questions Box also
have a video carousel. Again, out of the three SERP Features we’re discussing here, videos might be the most enticing for technical content users to click on.

Saving the best for last, not only can you get your video in the video carousel, but you can even get your video in the Featured Snippet. Instead of a video carousel on the page, video Featured Snippets offer you a really large video box that shows your YouTube video (users can then watch the video as an overlay on the SERP).

How To Cut Sound In Audacity

In the end, video is a great backup plan for not getting the Featured Snippet and it offers your users another opportunity to click on your content.

I can’t stress this enough. You have nothing to lose and everything to gain. Make videos.

Behold the Power of Keyword Research for Technical Content! 

How do you ensure that the keywords people are searching are displaying your content? How do you know what keywords to target?

91% of people said that they will **** to read your documentation, but they want it to be catered fully to them. They want to see what will benefit them and not what you want them to see. So how do you know what people actually want? How do you target these people?

The answer to all this is keyword research.

Let’s look again at the keyword ‘reset settings
samsung s8’. Let’s say you’re Samsung and you have a documentation page that helps people who are having difficulty resetting their phone settings. If Samsung wanted to get its URLs inside the Related Question feature how could it do so? How would they know what question to consider? The answer? It’s all about keyword research.

Reset Settings Samsung S8

Keyword research is a discovery process for what people are searching for related to topics that you write about. And you can be very specific. You can search for keywords related to ‘reset settings
samsung s8’ or you can take a step back and see what people are looking for with ‘samsung settings’.

In this screenshot, I highlighted the top keywords related to Samsung phone settings. These keywords are just questions that were taken from the Related Questions box. Our keyword research tool allows you to search just for questions, to see what the Related Questions feature considers.

Ignoring all of the other questions related to other Samsung products, the keyword research here showed that Samsung mobile device users were interested in three things. (As an aside, to make this determination, all I did was look at the questions and categorize them.) Meaning, of this whole list of keywords/questions I found there to be three different user intents, i.e., the different things people will intend to find when searching ‘samsung settings’.

  1. How to set up your phone
  2. How to find phone settings
  3. How to change those settings

Let’s see how these three intents are related to the query ‘reset settings samsung s8’. The first one is not related at all as the user is having trouble with getting their phone initially set up and is not related to changing settings. The second intent is more related as it’s about finding the settings, but it’s not how to change them. The third intent, how to change the settings, is the closest intent related to your documentation.

So what can you do with this information? Well, let’s think this over for a second. When writing documentation on how to change the phone’s settings do you need to first write how to set up the phone? No! The user should know at this point how to set up his phone and will find that information irrelevant. Imagine coaching an NBA player on how to perfect his three-pointer, but before you start you say, “But first we have to learn the basic rules of the game.” He’ll start laughing at you. He’s been playing basketball his whole life so of
course he knows the basic rules!

In cases like this, it’s important to stay focused on the query at hand otherwise you’re going to overwhelm the user. So in regard to starting the documentation with how to find the phone settings, that makes no sense because it’s irrelevant to changing the settings.

But you shouldn’t ignore the people who are searching for how to set up their phone either. If you ignore them they will see your documentation in the Featured Snippet, click on it, notice it’s not related to their query, and immediately leave the page. And the worst part is that Google will notice that people are bouncing on your Featured Snippet and will decide to remove your URL Featured Snippet spot! (All things being equal, of course.) 

So how can you resolve this dilemma? My advice is to make a “Related Articles” link. In the documentation page, set up a big image thumbnail that says, “You might be interested in ‘How to Set Up Your Phone’. Click Here.” That way they will go to the appropriate documentation and stay on your website as opposed to going back to Google. Make sure it’s an image and not just text because a) they may not notice it and b) it’s more enticing to click on.

Sippin’ the Search Juice!

We covered a lot so let’s end with the main points.

  1. For technical content, whether it be a research study, help center, or knowledge base, SERP features are paramount. Yes, you should rank organically, but SERP features show more than frequently and you should take advantage of them as users tend to click on them as they are more noticeable and visual.
  2. For the Featured Snippets make sure you’re making lists in your documentation. Bullet lists, numbered lists, as many as possible. Subdividing the content gives Google more questions to answer with your content. Break that content into more headings and make more lists!
  3. Make sure to have images in your documentation as much as possible since Google will often add an image to the Featured Snippet, and it may not be the same URL as the content per se!
  4. Videos on YouTube! For obvious reasons they’re important and they’re also great compensation if you don’t get into the Featured Snippet or Related Questions box.

About The Author

Mordy Oberstein

Mordy is the official liaison to the SEO community for Wix. Despite his numerous and far-reaching duties, Mordy still considers himself an SEO educator first and foremost. That’s why you’ll find him regularly releasing all sorts of original SEO research and analysis!



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The Ultimate Guide to Voice Search Optimization

By | November 5, 2021


Oct 30, 2021 | 33 min read

Voice search is and has been a topic of *** debate for a couple of years now.

Anyone with young kids knows that they run searches using only their voice. Sure, they’re not the best audience to target since they don’t pay for things, but thankfully, adults are also in the game.

According to PwC, 32% of people aged 18-64 use voice search on a daily basis, and this number is only growing. This is obviously too many people to ignore. So, to make it easier for them to find your website online, you simply must properly optimize it for voice search.

If you are new to the topic, don’t worry. This post is all about voice search. We’ll dive into what it is, who needs to focus on it, and how to optimize your site in order to get found when people run a search using their voice.

What is voice search

Voice search is a technology that allows users to search by simply using their voices instead of typing. It works through the automatic speech recognition (ASR) system that transforms voice signal into text.

Then search engines like Google use the text as if it’s a typical search query and proceed with what they do best—matching the search query with the right results. With voice searches becoming more and more commonplace, adding voice search into your digital marketing strategy is a must.

How does voice search work

So, how does voice search work? Well, there are four phases of speech recognition that all search queries undergo:

  • Filtering the sounds (separating the voice query from the flow of other sounds)
  • Digitizing (turning sound waves into digital data)
  • Voice analysis (processing the data)
  • Pattern recognition (comparing the query to the samples in the database).
Phases of speech recognition

It’s no secret that one of the most advanced ASR systems belongs to Google. The AI behind Google’s speech recognition, Search by Voice, collects data from users and gathers millions of samples to create a model. The speech recognition technology—initially developed by IBM—allows machines or programs to identify words spoken aloud and convert them into readable text. Then every new voice query is compared to this voice model.

Millions of processed samples allow the system to recognize accents, different intonations, and many others individual speech details. It’s almost impossible for a primitive ASR to tell the difference between ‘you write’ and ‘you’re right’. But the intelligent system can define the correct word based on context. Today, Google’s speech recognition engine can transform voice into text with up to 95% accuracy.

Multiple algorithms and computation techniques are engaged to recognize speech, transform it into text and improve transcription accuracy. One of the most frequently used methods is natural language processing, or NLP.

Although NLP is not a speech recognition algorithm, it is an area of artificial intelligence that closely studies how humans and machines interact through language, through speech and text. Many modern day mobile devices incorporate speech recognition into their systems to run voice searches or provide more accessibility related to texting.

Brief history of Google Voice Search

Back in June 2011, Google made an announcement that it would begin rolling out Voice Search on its website Google.com, but only for the Google Chrome browser.

At the time, Google Voice Search was a tool developed by Google Labs that let people use their phones to Google something. Users would have to call the number of Google Voice’s search system and let it know what keywords they wanted to run a search for after the system says ‘Say your search keywords’. 

Then, searchers would have to wait for the page to be updated or they’d have to click on a link to see the results. This service has since been shut down thanks to new developments. 

As you might have guessed, ever since this technology was first introduced by Google, its consequent products, like Google Maps and the mobile app, were designed to use the speech recognition tech in all sorts of ways.

In October 2012, Google rolled out a new Google Search app for iOS that included a more advanced Google Voice Search function that was similar to that of the Voice Search function of Google’s Android Jelly Bean. Plus, it even tried to put up a fight with Apple’s voice assistant, Siri, and did not lose, with many people saying that Google’s product provided more depth. 

Besides the obvious focus of the search giant on developing devices to support voice search, Google also launched a new search platform in September 2013 known as the Hummingbird update to support queries made using voice. The reason why this update was so monumental is that it completely transformed Google search by bringing more meaning to the words people used when running traditional searches.

This meant that Google was becoming more and more capable of understanding any type of search query. This laid a great foundation to the voice search technology we use today.

How voice search differs from traditional search

There’s a huge difference between speaking and typing your question or search query into a device. Besides the obvious advantage for users in terms of how they input their query, there are other consequences to using voice search.

Longer and more conversational keywords

When we ask our smart devices something using our voice, we typically phrase the queries very naturally as if we’re speaking to someone we know. Unlike traditional search, we don’t just mash together and throw in several keywords that indicate our search intent.

For example, when conducting traditional searches on desktop, we’d usually type in something short like “make cake” or “cake recipe.” Just take a look at the graph below to see how many words we use on average for typing searches:

Traditional desktop searches

However, when we use our voice, we expect to be fully understood by our devices. So, we end up running colloquially-phrased searches, like “How can I bake a cake at home?”.

As you can see, the difference in these two approaches to search is evident, with voice searches being more interactive and longer than typing. The graph below shows a comparison of the average number of keywords used in text and speech searches.

Voice search keyword use

With voice searches being more conversational, SEOs don’t have to focus on using precise keyword matches in their content to get matched for searches. Just like the query, the results also have to use keywords naturally and place them organically into texts.

Local listing searches include voice queries

The vast majority of verbal searches include the keywords “near me” in addition to questions about time and things like ‘What are Best Buy open hours?’ or ‘Where is the closest Pizza Hut?’

Ultimately, these results are displayed in local listings.

Unless you live under a rock, you’ve probably used your voice on smart devices to find somewhere to shop, eat, relax, visit, and more. So, if you want your business to be found for such searches, you must have an up-to-**** Google My Business listing, which we’ll get to later on.

Clear and concise search results

When we submit a search using our voice to search engines, the results we get are typically taken from the featured snippets we see at the top of the page when we type in a search.

Featured snippet for speech recognition

The thing that search engines, including Google, do to answer voice searches is they take the information provided in featured snippets and knowledge graphs, and speak the answer to the searcher.

The reason behind why people who search using their voice get only one answer is that they are most often looking for a quick answer, and flooding them with various options won’t help speed up the process. As a result, search engines provide the single—besides Google Maps listings—best answer they can find to your query.

Giving searchers instant answers does boost customer service and their overall satisfaction rate, but this also means that your website will get fewer visits because people will convert to phone calls or buying directly from the SERP.

Are smart speakers really overtaking search?

In order to perform a voice search, people can use two types of devices:

  1. Mobile phones with voice assistants (OK Google, Siri, Alexa, Cortana, Samsung Bixby, etc.)
  2. Voice-first gadgets (Google Home, Amazon Echo, Apple HomePod and others)
Voice assistants for mobile and smart speakers

The main thing to know about voice-first search is that it’s SERPless. You get only one direct answer to your query: no top 10, no knowledge graph, no related questions whatsoever. 

A user makes a verbal query and the smart speaker reads a single answer to it out loud. Sounds way too challenging to compete for, huh? While it is challenging, the big question is, is it worth it? Is it true that smart speakers are changing the entire SEO game?

Before answering this question, let’s take a look at some stats on smart speakers:

  • 20% of US adults have smart speakers (Voicebot, 2018)
  • 72% of voice-activated speaker owners use the devices daily (Google, 2018)
  • 71% of people would prefer using a voice assistant for searching on the web instead of typing (PwC, 2018)
  • In 2022, 66.3 million U.S. households are forecasted to own a smart speaker (Statista, 2021)

Of course, the COVID pandemic skewed the statistics for 2019 and 2020, but based on these numbers, experts still predict a voice search boom. The logic is simple: the more people use voice-driven gadgets—the more searches will be performed by voice. So apart from the desktop and mobile SERP, we are about to deal with no-screen search results.

However, the most common ways of using smart speakers refer to voice commands, not to voice search, as was rightly noted by Rebecca Sentance from Econsultancy. This means that the spread of voice-based devices doesn’t necessarily lead to a steep growth of voice search use. In this light, the widely quoted presumption that about 30% of searches will be done without a screen by now sounds a bit premature.

But does this mean that we shouldn’t target users of voice-first devices? Of course not! Even Rebecca, the biggest speech search skeptic, admits that for some businesses optimizing for voice queries is a matter of urgency.

Yet, before joining the voice-first SEO race, you should carefully consider its would-be profits. The main question here is, what should businesses focus on while optimizing for voice search?

What kind of businesses can benefit from voice search

Benu Aggarwal, CEO and founder of Milestone Inc., had an insightful session at SMX West dedicated to voice search optimization. According to her research, more than half of respondents (52,8%) use voice search while driving. The question is, what do people usually search for while driving? And the best guess is that they look for local services. That’s one of the reasons local businesses are believed to be the most affected by voice search.

BrightLocal has also researched the topic, having surveyed above 1,000 US-based consumers about their voice search experience. Turns out that among the top-5 businesses searched by voice are cafes/restaurants, groceries, places with a takeaway option, clothing stores, and hotels. 

And how often do you think people use voice search to find information on local services? According to the survey, 48% of respondents use it daily.

Check out this infographic for more stats on when and how people use voice search:

Mobile voice search usage - infographics

Key takeaways:

  • Voice search SEO is already a big deal for a local business. 46% of people look for a local business using voice search on a daily basis. Which means that for local businesses optimization for voice queries is not an option but a way to survive in the fast-changing market.
  • Restaurants and cafes are the most requested businesses among voice search users.
  • Getting address and contact info is the most popular reason to use voice search for finding local businesses.
  • Classic SEO is far from dead: both local and mobile optimizations are at the core of optimizing for voice.

How to optimize your site for voice search

If you decide that your business should take a shot at voice search rankings, you’re in for some good news. Voice SEO doesn’t run counter to the general principles of search engine optimization (for now). This means that most of the things you do for voice search SEO will improve your overall website’s search visibility.

Let’s dive into the various tips that will help you optimize your website for voice search. But before we do that, here are several points to keep in mind:

Voice search queries are different. When we type, we use as few words as possible. We search for “pizza near me” rather than for “where I can have a good pizza anywhere around.” While using voice search, we are doing the opposite. Yes, we talk to a robot like it’s our neighbor or colleague. That changes the keywords’ semantic dramatically. According to Jason Douglas, 70% of all voice queries are done in the natural language format.  

Voice assistants read the Featured Snippet answer out loud, leaving behind other pages ranking at the top. If the query is a simply structured question (e.g., “how to change a sim card in iphone X”), the SERP will most probably contain an instant answer in the featured snippet box. In this case, the assistant will read the answer to the user.  

Google Search Console doesn’t provide keywords for voice search. It means that we don’t know precisely what queries people use while searching by voice. So in this matter, we can only rely on the best practices suggested by the voice search SEO pioneers and improvise from there.

User intent and voice search

In order to optimize your website for voice search, you first need to consider the user search intent. There are four types of user intent such as informational, navigational, transactional, and commercial.

In terms of the search intent, voice search is basically the same as traditional search, meaning that all of the keywords that have one of the aforementioned search intents can be used in traditional and voice search alike.

Besides working on optimizing the written content on your website, make sure to optimize visual content as well because Google looks at alt tags and file names to understand how to rank such content.

Voice search and local ‘near me’ searches

With voice search changing the world, local search will be impacted too. The vast majority of voice searches are specific to a certain location, plus voice searches performed on mobile are a lot more likely to be local-based. When looking for a product, a store or a service ‘near me’, we often use our voice. Plus, local mobile searches result in a same-day store visit most of the time. 

So, besides creating conversational, mobile-optimized content that uses structured data and is sprinkled with long-tail keywords, what other ways can we leverage voice search to reap local SEO benefits? 

Set up FAQ pages

FAQ is believed to be the optimal form of content to match a voice search result. According to Backlinko’s research, the average volume of a voice search answer is 29 words. So the best way to shape your FAQ page is to form a list of most relevant questions people ask about your service or product. Give a clear and concise answer to each question. It should be written in 8-9 grade-level English and jump right to the point.

Examples help to get an idea on how Google wants us to shape the answers for speech queries:

How Google estimates text for snippets

Set up your Google My Business listing 

Verify that the name, address, and phone number (NAP) data of your business is consistent and accurate on your Google My Business listing. Add quality photos and images to your profile and reach out to happy customers for positive reviews. Similar to FAQs, be sure to take advantage of the Q&A section in your Google My Business listing.

Then, to make sure everything is set up properly, use your phone or voice assistant device to run verbal searches for your business. If you see any inconsistencies or if your business is misrepresented, go back and polish off your Google My Business listing as well as your NAP data.

Keywords research and voice search

Since no keyword research tool offers ready-to-use answers, there is a lot of manual work to do. The main job being to turn “robotic” keywords into natural language keywords.

Using conversational keywords is the most popular voice SEO tip one can follow. Makes sense since there is a huge difference between how people search by typing and by voice.

  • Robotic keyword: veggie burger best recipe
  • Conversational keyword: what is the best recipe for a veggie burger

Don’t ignore long-tail keywords

During her presentation at the SEODay conference, Purna Virji from Bing stated that voice queries are longer than textual ones. It’s okay to use keywords that seem ridiculously massive, as long as they look natural in the content.

You can use any of the keyword research tools to collect proper long-tail queries. We’ll show how to do this using SE Ranking. To collect long-tail queries with a low search volume for your seed keyword, access your SE Ranking account ➝ go to Keyword Research ➝ enter your head keyword and select a region➝ open Keyword Suggestions ➝ Low Search Volume tab.

Collecting long tail keywords via SE Ranking

And just keep scrolling down the list to find more ideas for conversational keywords related to your business.

When you have your long-tail search queries on hand, you don’t need to think about optimizing a separate page for each one of them. Just sprinkle your content with them. And remember that Google doesn’t need to see them in H-tags in order to use them for voice search answers—they can be picked up from any part of your content.

Use question-shaped keywords

Dr. Peter J. Meyers from Moz figured out that a large share of voice search queries accounts for questions:

Question phrases by types

So one should target question phrases while building up your site’s keyword list.

You can find the option to collect questions for a given keyword in paid SEO services. But we like free things, and the best one is AnswerThePublic. It’s easy to use, fast, and efficient.

Go to the main page, enter the seed keyword and get the results broken down into question groups (where, what, why, how to, etc.).

Question keywords in diagram

You can export the results in a CSV file or see them in a radial graph. It’s not a super user-friendly image, but does the job (and looks pretty cool too).

Structure data and voice search

What will happen if you pick up a smart device and ask it what the capital of the United Kingdom is? Unless the device didn’t hear you properly, you will probably hear the voice assistant reply to this question by talking about London.

This data is pulled from a web page most likely from Wikipedia about London. But how does your smart device know which part of the text to read out loud to you?  The answer is: structured data.

Since search engines like Google consider a number of factors in addition to content to figure out how to rank a page on the SERP, SEO experts make the most of this opportunity to further search engine optimize web pages.

Structure data which is also referred to as schema markup is among the additional factors that impact a page’s search rankings. Although structured data has an indirect way of influencing rankings, it can give you a competitive advantage in terms of voice search.

Structured data is placed into the source code of your website and provides data on your site’s data. It is not visible to the people who visit your site, but search engines can use this microdata to understand every part of your copy. It takes a lot of effort to get it right, which is why many digital businesses are still not using it.

For example, below you can see a small part of the code from our homepage that defines the type and name of our company.

Example of schema markup

So, why does this matter for voice search?

Whenever people look for a business in their area, they often look for specific information relating to that business, such as where it’s located, when it’s open, what number to call, and so on. 

In turn, you can leverage structured data to make sure that Google and other search engines know this exact information and are able to classify it accordingly. That way, you will enable your content to be found as an answer to a verbal search query. 

FAQ markup

While adding structured data to your site’s code, it’s worth also focusing on marking up your FAQ pages. Frequently Asked Question (FAQ) pages are structured as a list of questions and answers that are related to a particular topic. 

Here’s the sweet part that makes it all worth your while: FAQ pages that are marked up correctly satisfying the appropriate conditions to be featured as rich results in search results as well as an Action on the Google Assistant. In turn, this can help you get to your target audience because FAQ rich results are available on both desktop and mobile wherever Google Search works. 

Now, in order to satisfy the conditions for FAQ rich results, there are guidelines that you can follow:

Let’s focus on the content guidelines in closer detail.

  • Only use the FAQPage structured data markup if your page contains a list of questions along with answers. Note that if your page just poses one question and answers can be submitted by users, make use of the QAPage.
  • The FAQPage must not be used for any advertising purposes.
  • Verify that the entire text of all questions and answers is displayed on the page and visible to the users.
  • If the content of your FAQs is obscene, profane, sexually explicit, graphically *******, promotes dangerous or ******* activities, or uses hateful or harassing language, it isn’t allowed to be displayed as rich results.
  • If you have multiple FAQ pages on your website that are basically copies of each other, be sure to mark up only one of these FAQ pages.

Besides following and sticking to the aforementioned content guidelines, you must include several required properties if you want to make your content eligible for rich results and provide a better experience for your site’s users. These properties include:

  • The FAQPage type. This property indicates that the web page is an FAQ that contains answered questions. Make sure to have only a single FAQPage type definition on a page.
  • The Question type. This property defines a single answered question that can be found on the FAQ page. Every use of the Question instance must be put into the mainEntity property array of the schema.org/FAQPage.
  • The Answer type. This property defines the acceptedAnswer to each of the Question instances on the FAQ page.

And then, once Google indexes your pages, identify any issues with the help of the Rich result status report.

Creating Content for Voice Search

As for optimizing for voice search, the bottom line is that you have to roll up your sleeves to make your site content the top answer to verbal queries. Here are a few tips you should take into account that will help you take advantage of voice search and get better SEO results:

  • Create content using a conversational, natural voice. Avoid using technicalese where you can afford to on your site or blog. For best results, use simple and concise single-line answers so that Google has the opportunity to use them when answering voice queries. Try to make texts that are no longer than 1 paragraph and at a 9th grade reading level.
  • Focus on answering your customers’ questions. Do the research and communicate with your target audience to know what they are really interested in. Next, provide answers to their questions in written form on your site. Focus on a single search intent on a page and match search intent keywords with content.
  • Don’t focus on keywords alone and keep in mind that context is extremely important. Your website content should take semantic search into account that includes context, user search intent as well as the relationship between the words you use on the page. Aim to write content that honestly answers your customers’ questions, and Google will reward you for it. Ideally, you can incorporate the phrases your customers use to run searches and use that text in your content.
  • Use schema markup to make it easier for Google to identify information on your site. Structured data can help you get featured in search for relevant queries, which can help you become an answer to a voice search query. Markup questions using H2 headers for search engines and for people to improve readability. From the technical perspective, make sure your pages load up in under 3 seconds.
  • Specify your business locations for local SEO benefits. Voice search queries often include such clarifications as ‘near me’ and ‘in my area’. If, for instance, your business has a physical location in Baltimore, you have to make sure to add keywords that include the city name to your website. As a result, whenever searchers will look for something in Baltimore relating to your business, your store will have a better chance of being listed among the results.

Think of voice search as an additional cool feature of the devices that we already use and have been using for some time. If you focus on creating valuable content for your customers and take care of the above tips, you will boost your chances of becoming an answer to a verbal query.

Multilingual SEO for Voice Search

Google is capable of recognizing around 120 languages with regard to voice search. While this goes a long way for the user experience, it makes it more difficult to rank high, especially if your site gets traffic from all over the world. This is where you have to focus on multilingual SEO paying more attention to voice search.

Obviously, people use voice search in their own language, which makes multilingual SEO especially relevant right now. Failing to do so will result in people who search in the native language not being able to find your website. Simple as that.

Let’s focus on what you can do to cater to your multilingual customers.

  • Do keyword research in each supported language. For multilingual SEO, it’s crucial to do keyword research for each language that you offer your content in. Simply translating texts won’t do the trick at all. Get a professional translator to translate the original language, then brainstorm different keyword variations, and finally, use an SEO tool like Keyword Research to research each keyword and keyword phrase that is not in the original language of your website. Pay attention to the keyword search volume and level of competition.
  • Hreflang annotations are a must for websites that support multiple languages. This annotation helps Google and other search engines understand which visitor needs to see which page. Hreflang makes it possible for English-speaking people to see the English version of a website and Spanish speakers to see its Spanish version. Furthermore, make sure to use the alternate attribute. This attribute helps avoid having issues with duplicate content by letting Google know that the page is a translation of a pre-existing web page, not its copy.
  • Pay attention to the URL structure. Multilingual SEO often results in you creating different versions of a page under a single domain. To avoid issues, create a URL structure for each language version. Here’s what Google has to say on the topic.
  • Another vital aspect is the content writing style. As was already touched on, create content in a conversational form and do not make it difficult to absorb. Voice search SEO isn’t about using a specific number of keywords in all the necessary places. It’s about being natural and using questions. So, stick to short, concise answers and you should be better prepared to answer verbal queries.

General SEO for voice search

For voice search optimization, you need a full package of the basic SEO setups. The higher a page is ranked (the best is to get into Google top 3), the better its chances of becoming a voice search answer. Pay particular attention to:

  • Moving to HTTPS.  70.4% of Google Home result pages are secured with HTTPS (Backlinko).
  • Building up a domain authority. The average Ahrefs Domain Rating of a Google Home result is 76.8. Important: not the Page Authority, but Domain Authority plays a definitive role in the voice search optimization.
  • Indexability and crawlability of your website’s pages. Make sure that Google robot can access all the needed pages
  • PageSpeed. The pages appearing as a voice search result are more than 50% faster than average pages 
  • Using Google’s PWA (Progressive web app) platform, which is believed to boost the chances of the website to be cited by a voice assistant
  • Mobile-friendliness. There are many reasons to focus on it, including Google Mobile First indexing and the fact that people perform voice search primarily via smartphones.
  • Using AMP – a part of mobile optimization that deserves a special mention. 
  • Using Schema.org markup to mark the content for crawlers. The Schema is a piece of code that marks different content elements of your page. It tells the robot what every part of your content means.
  • Local search optimization. Local businesses are defined to be the first in line to be interested in optimizing for voice search. That’s why local SEO is a crucial part of voice SEO.

Voice search SEO case studies

Let’s take a look at a couple of case studies from Backlinko that confirm that you can become an answer to a voice search query.

When Brian Dean was launching his YouTube Marketing Hub and was making content for it, he did his best to optimize the copy for verbal queries. To elaborate, he added a short FAQ section at the beginning of every page and at least one of them became an answer to a voice search query: “What is a YouTube channel description”.

Take a look at the page that contains the content that Google decided to make the answer to this query. Besides being the answer that smart voice assistants read out loud, the answer to this question also got the featured snippet.

Moreover, the text of the answer is not too sophisticated and is written at the suggested 9th grade level.

Overview of URL in Competitive Research

And lastly, while the domain trust score is pretty high, the page that contains the answer itself doesn’t have a very high trust score, which allows us to conclude that the page authority is not the decisive factor for voice search.

Let’s consider one more example.

The question that was Lifehacker aiming for a voice search answer was “What’s the best pay to peel garlic?”

In this case, however, Google still gives you 10 blue links, but the search giant directs you to a specific result by saying “Here’s information from Lifehacker”.

Now, let’s figure out how Lifehacker managed to pull this off.

Overview of webpage in Competitive Research

Again, the trust score of the domain is pretty high, but the page trust score is even lower than that of the previous example. On top of that, the page loads up very quickly both on desktop and mobile. In terms of the reading level, it doesn’t go beyond the suggested level and is written at the 7th grade reading level.

Example of featured snippet that is a voice search answer

And, of course, the answer is in the featured snippet. This skyrockets the chances of this text becoming the answer to a voice search query.

So, as long as you stick to the suggestions and put in the work to write a great, clear and concise text, you should be able to become an answer to a verbal query.

Wrapping up

Voice search is a technology that is already here, and it’s expected to grow more in the coming years. It’s too soon to start a countdown for a traditional SEO, but there are things we need to be ready for. Among them are SERP-less search, a death of robotic keywords, a rise of simple content forms, a spread of conversational but AI-friendly tone of voice across the web, and many many others.

Voice search SEO is closely bound up with local and mobile optimization. Yet, it may require us to review our content strategy. How may an ideal page for voice search query look like?

  • The page belongs to an authoritative domain secured with HTTPS.
  • It is ranked for the first Google desktop SERP.
  • It loads fast and is mobile-friendly.
  • It contains long-form (over 2,000 words) content, written in a simple and clear manner.
  • OR it is an FAQ page, that contains answers (30-55 words) that sound natural when being read aloud and optimized for question-shaped keywords.  

Such page has all the chances to appear in Featured Snippet and thus, become Google robot’s #1 choice as an answer to a voice search query.

If you have comments, tips or questions about this topic, please share. So curious to hear your opinion!

What is voice search SEO?

Voice SEO is the process of optimizing keywords for searchers who use voice assistants. It is believed that if you get a featured snippet, you have a very high chance of becoming the answer to a voice query. Some believe that it is no different from traditional SEO as all voice text is transformed into written text in the process.

What percentage of searches are voice?

More and more people in the US are conducting searches using their voice. Reports estimate that 112 million people in the US used voice search in 2019, which is about a third of the total population. In 2021, this number was expected to jump to around 123 million, and it’s expected to reach 300 million by the end of 2022.

Why is voice search important for SEO?

Although voice search does help create better customer experiences, it does take traffic away from your website. As a result, you have to do some fine-tuning to get people to convert from voice searches. The plus side for SEO is that content doesn’t have to focus on specific keywords, but can be written in a natural, conversational language.

How do I optimize my website for voice search in 2021?

To optimize your website for voice search in 2021, you primarily need to aim to become an answer to featured snippets. Plus, use natural language in the answer, keep it under one paragraph, use simple language, use structured data on the page, make sure the page loads up quickly, and it also helps to optimize your Google My Business listing.

What type of keywords should be included for voice search?

Instead of sticking to traditional SEO that sprinkles keywords throughout the text, make use of the five Ws and How (Who, What, Where, When, Why, How) when optimizing content for voice search. Plus, make use of other question modifiers and go for conversational, long-tail keywords that satisfy the user intent.

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How to Diagnose & Fix Your Site’s Conversion Rate: In Search SEO Podcast

By | November 5, 2021





Don’t forget, you can keep up with the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud

The In Search SEO Podcast Community Question of the Week!

SEO Community Question #36

With quantitative data being available in abundance, how do you get a real sense of what’s helping or hindering your conversions qualitatively?! 

 

Summary of Episode 36: The In Search SEO Podcast 

This week we speak to CRO specialist and table tennis champ Dave Hyman all about:

  • Which traffic sources convert at the highest rates?
  • Site speed, UI, UX… which technical elements can kill your conversions if not optimized correctly?
  • What tests to run and how to create surveys to ensure your conversion program is on the right track

Plus, we take a look at PageRank and links and why Google wants to move away from both.

Why Google Can’t Run From Links Fast Enough! [00:02:36 – 00:15:15]

Big news… huge… earth-shattering news… So big that Mordy wants to double down on an idea he’s had for a long time.

A former Google engineer said that Google doesn’t use PageRank anymore.

Collective freakout begins… now.

Wait a moment, but Google has been saying that PageRank is still alive and well. How could that be? Hmmm…

So this engineer then clarified things a bit and said that Google did kill PageRank but replaced it with something similar.

Mordy was speaking at an SEO event recently and Eli Schwartz mentioned that he loves testing out Google’s self-driving cars (he lives in the Bay Area) by jumping in front of them to see if they stop… Now check this… he said that the cars can tell the difference between when a squirrel or a person steps in front of the car.

His point was, if Google can build a self-driving car that knows the difference between a squirrel and a person do you really think Google still relies on basic structural elements or basic on-page factors to such extreme lengths?

So whether or not PageRank does or does not live, is that really what you should be focused on when trying to consider how to get yourself ranking?

No.

We’re in the era of AI, machine learning, and entity understanding and for some reason we still believe Google’s use of PageRank, or something like it, is of extreme relevance.

Here’s where Mordy is doubling down. According to Mordy, Google is running away from things like PageRank as fast as it can. First off, Google’s ability to look at a link has obviously evolved over the past 20 years. We may not know exactly how it all works, but we can be certain it doesn’t work as it did 20 years ago.

But even with these evolved methods, this is not where Google wants to be and this what Mordy is putting his money on… Links will not be nearly as important as they are today in 5 to 10 years.

Don’t get us wrong as links are important today, but links, the holy grail of SEO, are an indirect ranking signal. They only point to a page’s quality. They don’t say if the page is solid intrinsically.

Everything Google is doing now is about building a conceptual, qualitative, and intrinsic understanding of content, sites, and pages so that it doesn’t have to rely on indirect signals… like links.

Again, links are very important in 2019. Mordy just wishes that we would get less excited about the notion that PageRank still lives and more excited at what’s happening around us.

AI and machine learning, i.e., intrinsic understanding of content, is the new PageRank. In other words, PageRank at the time of its release was super novel, no one was doing it. Now everyone is doing pretty much the same thing and Google needs to change the rules of the game to win again.

Google knows it’s time for a reset so that it can maintain dominance and with Bing being very good with their AI and machine learning… the race is on!

What’s Holding Your Conversions Back & How Can You Make a Diagnosis?: A Conversation with Dave Hyman 

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]

Mordy: Welcome to the In Search SEO Podcast’s interview series. Today we go into the wide world of CRO, Conversion Rate Optimization, with table tennis Champ Dave Hyman of the Clearwater Agency out of Australia!

Welcome!


Dave:
Hi, Mordy, thanks for having me.

M: I have to ask about the table tennis thing.

D: You know, when you do your LinkedIn profile you got to stand out and I have been known as a table tennis champion in the office.

M: So let’s get started. Just in case some folk out there do not know what is CRO and how does it differ from SEO?

D: So SEO is the process of getting organic traffic from search engines such as Google. The way CRO differentiates is it’s more about the process of increasing the number of website visitors who complete a desired goal or action. So for an e-commerce website, for example, it would be making a purchase. On a lead generation website, it would be filling out an inquiry form, making a phone call, signing up to a newsletter, or something else along those lines.

A conversion is the desired action, or the goal as we call it for data analysis, and the conversion rate is the rate which your traffic converts those goals. In essence, SEO increases the traffic to your website and CRO increases the rate at which you convert them.

M: Great, with that out of the way, let’s talk about conversion rates. What does a good conversion rate look like and how do you set up that baseline since that rate can vary from industry to industry?

D: Yeah, this is a contentious one as there are so many data sources reporting on so many different conversion rates. For the data I see, e-commerce sites globally average about 2.3% in conversions and lead generation websites average anywhere from 3.5 to 4.5%.

And you’re right, there are so many different industries and so many different people to convert in so many unique ways that it’s impossible to have that average rate. It’s just a guideline for us to look at. So when we try to get our heads around conversion rates for a website we don’t even try to set up baselines because every single website is so niche, so customizable, and so different from one another that we just want to see what their baseline is at the moment with what their conversions are and can we improve that. And every single website can be improved even if it’s a slight improvement on one page that can affect the entire conversion rate.

So these numbers are rough guidelines but we’ve seen websites converting at 20% or 0.05%. It just depends on what they’re up to at the moment and we try to improve from there.

M: Right, you can have e-commerce sites in different competitive landscapes and I’m sure that impacts your conversion rates.

D: You’re right and I’ll give you an example. People in the real estate industry for lead generation websites tend to have really high conversion rates because it’s something people need to do and need to inquire into. It’s one of those experiences where you can get a little information online but you really need to talk to a realtor, to speak with someone with expertise. And this is opposed to e-commerce sites where it’s a little harder to give someone your credit card. So yes, there are completely different industries out there that convert differently and it’s very interesting to gather that data.

M: I’m curious now. Is there a higher conversion rate for sites that offer higher purchases (boat, house, car, etc.)?

D: It’s more about the process. The data behind buying a packet of cards for $2 finds there isn’t much risk and it won’t eat out of their pocket too much so things like that convert higher. But when you’re talking about a home, car, or a really expensive watch you would think they would convert a lot worse but we had cases where they converted quite highly. First, because if it’s an inquiry website they would want to learn more information and secondly because they’ve done the research and came to the website prepared to make a big purchase, hence they convert a lot higher. Compared to someone who is looking for those cheaper items who is just scouring online for anything and just stumbled on the site.

It’s really interesting and again, there’s no given answer here as all websites convert differently. You know, there are so many types of people where some like to find deals online while others still **** the feel of buying in a store and using cash. And now that everyone has a computer in their pocket every day, the increase in e-commerce conversions is slowly but surely coming along.

M: When it comes to traffic, are all traffic sources equal to CRO? Is there one that outperforms the rest?

D: So, they are definitely not equal, but in terms of which outperforms, the rest is difficult to answer. Again, and not to sound like a broken record, but it’s different for every business. I’ll give you an example, we have an audio and DJ equipment client we work for. A very sales focused industry. We only send out four emails a year for them and through those emails they convert at an average of 32% which is incredible when you consider the rest of their traffic converts at 2.5%.

The reason for this is that their audience are trained to know that these four times in the year are the site’s biggest sales. It has a weird effect on their analytics as you can imagine. It actually hurts them during the rest of the year, but because they make so much money during those four periods they don’t care. So in this case where email is outperforming their other traffic sources it doesn’t mean that emails convert higher for every single business.

When we talk about conversion rate optimization, what I believe what we truly do in our practice is business revenue optimization. I say this because CRO is very tunnel vision as we’re only looking at conversion rates. Yes, we’re looking to convert, but we’re also looking into improving abandoned cart rates, the average basket size (amount a user is spending), improving the quality of inquiries coming through. Even if the conversion rate is going up we’re not looking at it as the only metric.

Everyone has their own audiences and traffic sources. All we’re trying to do is find the best return on investment from those. So to answer your question different traffic sources do better than others. I can confirm with you that organic traffic converts a little better than a paid campaign. Referral traffic is of good quality as it hyperlinks to the exact page that they want. There are just so many external factors playing on this that it’s difficult to determine which one is the best. As a business owner, you should get a vast knowledge of all the different traffic sources to see which one works best.

M: Where does CRO fit at each part of the marketing funnel? What are some things that inhibit conversions at each level of the marketing funnel? Is there one point of the funnel that you would describe as being more crucial than another?

D: Marketing funnels are interesting too as there are many different ones. There are so many different restraints and things happening to people when trying to convert through a customer journey.

Let me give you an example. I used to run a drumstick business. I used to import American hickory from the US, send it to China, then send it around the world. The company was called Collision Drumsticks. I want to take you through the process of buying there. Let’s say you do a Google search for drumsticks and you’re ranking #1 on Google Ads. When we look at the ad copy we can ask if it’s appealing, are there spelling errors, and does it look like something that will resolve a problem? Is this meeting the expectations of the user? We had so many people come to the site looking for chicken drumsticks. That obviously affects the traffic.

When looking at the homepage, what information is above the fold? Is there a unique sales proposition or will people immediately bounce away? Is there a prominent search bar? (And I highly recommend for e-commerce sites to have a search bar. Search bars convert 4 times better than sites without one.) Is the main navigation easy to use? Can you click to the product page? Are there security badges on the website? Is there social proof or testimonials? Are there payment icons that refer to Visa, MasterCard, etc.?

All of these things here on every single stage of the website are extremely important to achieving that end goal, the conversion. So is there a point in the funnel which I think is more crucial than the other? No! I would say that every single element is holistically just as important as the other because any person can drop off at any point in the funnel or at any point in their user experience. Your job is to prevent that by any means and to try to get them all the way through to the end product and either click on the inquiry button or purchase at the end of the transaction and then your job is done. So no, I don’t think there is any part of the funnel that is more crucial. I think every part is just as important as the other.

M: Wow, that was prolifically actionable. That was great.

There is a lot of overlap between SEO and CRO on the On-Page level as you have the UI and UX versus technical issues such as site speed. Which is more important for conversions… better yet, where would you start?

D: If you asked me six months ago I would have said site speed is the most important because if it takes 30 seconds to load your page people will just leave. But what I found out is that people who want a particular product from this brand/business people will go through hell to get it.

Whereas with UX there are elements in the user experience that can make it impossible for a user to convert. I’ll give you an example. We work with a company in Australia that imports Swedish watches. We did an analysis before they came on board and we found their mobile traffic converted at 0.05%. Horrible. After digging a bit more with their team and learning more about what they do as a business we found out that nobody internally has looked at their mobile website. So we decided to look into it and found that on desktop when you went to make a purchase it triggered a lightbox window that gave you a 10% discount. That’s fine, but when you try it on mobile, the image took up the whole screen giving almost no way to exit the popup other than leaving the website completely. This is what absolutely killed their conversions.

So yes, the technical aspects of a website needs to be functional and needs to be working but from a user experience point of view, if you can’t actually move through the process to get to the conversion then it’s impossible to convert from there and this would slightly elevate the technical aspect I’d say.

M: Let’s talk about friction points. Before we get started can you please explain to our audience what is a friction point?

D: A friction point is a pain point, something that makes it difficult for a user to progress forward. It’s a point that caused a little tension and psychologically removed you from the website. You may stay away from the friction, leave the site completely, or just make it difficult for you to progress forward almost like having a sour taste in your mouth.

M: Thank you for the definition. With that out of the way, where do friction points fit into the picture? How do you identify them and what can do you do to address them?

D: Yeah, so friction points are an interesting one. They fall into what we do that’s called heuristic analysis. Heuristic analysis is an analysis that uses experience-based techniques for problem-solving. So when we look at a website we basically look out for frictions, distractions, motivations, and relevance to get a psychological understanding of what the user is experiencing or what they’re trying to experience. Finding these, honestly, comes from a lot of experience at looking at thousands of website and understanding the patterns of human behavior.

Here’s a really good tip for anybody who is obsessed with their website and is trying to optimize it to make it the best. My tips is to get someone who isn’t invested in your business and this could be anyone, a friend, relative, whoever. Get them to go through a normal transaction or a normal experience on the website and let them give you some feedback. This is a good way to get some feedback from someone isn’t experienced with your website to tell you if they have any friction points, or if anything is confusing, or if they were motivated by one thing you weren’t even trying to promote. It’s probably one of those things that you need fresh eyes on it and a lot of the time the answer is right in front of you. Sometimes you’re so attached to your own website that you can’t really push past some of the bias that you’ve got towards it.

M: How do you qualitatively get information to help improve conversions? I’m not talking quantitative data, I know there are all sorts of tools and reports… I mean qualitatively!

D: Yeah, it’s actually one of my favorite parts of what we do. It’s pretty fun. You get some really cool opinions from people in surveys and testing that really helps you open up your opinions of a website. A lot of people fall into the trap of thinking that CRO is just a technical analysis and in the back end you’re looking at Google Analytics and heatmaps, but it’s vital that you get this qualitative stuff to help your conversions. At the end of the day you’ve got a real live human being looking at your website trying to make decisions so you need that human nature to it.

There are a couple of ways to do this as I’ve touched upon earlier. First is surveys, a normally reliable way to get information. There are many ways to do surveys. There are programs you can install on your website. They could be triggered at parts of the customer’s journey. You could make it on the homepage. There are apps out there that get users to opt into a phone call so a representative can call and go through some stuff. The idea of surveys is to ask how they’re feeling about the experience especially when they’re involved in it. The idea is to get as much qualitative data as you possibly can and to see if it supports the theory or hypothesis you made originally.

User testing is getting a group of people who fit the buyer persona of a business and to set some task for them to complete and to offer feedback. We personally do a lot of remote user testing. It’s really difficult to get a core group of people in a room and when you’re in person there so many factors that can poison the dart. Like when you’re sitting around a group of people and you ask them a particular question, you might have a tone that encourages them to answer one way so we try our best to prevent that kind of thing.

For example, we outsource most of our stuff to UserField or TestMate who basically find people who are relevant to the website and people that would potentially be interested in the product. We give them a list of questions and then ask for feedback. And you need to know how to ask the questions in the right way so you’re not hurting your data. My dad is a psychologist and he told me that bad data is worse than no data at all.

It’s really important when you consider what you’re asking and how you ask it. I have a few things that I do when running a CRO survey. We try to write questions that are really simple and to the point. You don’t want to be too expansive because that almost alludes to a particular direction. You don’t want to take them a certain way so we’re very succinct in what we ask them. We try and use words with clear meanings. We’re trying not to confuse them. We want to get the most transparent answer that we possibly can so we use words with the clearest meanings so there’s no way they can get confused by that.

We limit the amount of number ranking questions like, “How did you find your experience from 1 to 5?” because they’re pretty unreliable. It’s good to throw one or two in there to see what they’re feeling, but you don’t want too many.

Don’t ask double-barreled questions like, “How easy was it to complete the transaction and did you use your coupon code?” They’re two separate questions that don’t need to be combined. Separate them so you’re getting an answer for each.

We always try to offer an opt-out to questions that don’t apply to everybody so it may be a question that they haven’t achieved or done on the website and if they are forced to answer that will flub the data so we give the option for them not to fill in like “Other” or “This does not apply.”

And finally, I will say to make recall easy. Recall, meaning, thinking back to what you’ve just done. If somebody just spent 20 minutes doing a user test and then you ask them what’s the first thing that they did, it will be really difficult for them to remember. So try and make sure that your questions don’t require too much recall.

Those are my tips. The cleaner you can get the survey data the better it is for you on the other side.

M: How long do you recommend a survey to be?

D: We try to make them as short as possible so about 5 to 10 minutes. You also have to consider that most of the time we’re paying/rewarding people for doing this and they wouldn’t want to do a survey that’s an hour long for a gift card. And a 10-minute long survey is only for something that’s super involved, really intense, with lots of products or a long process from start to finish. For me, five minutes is enough. Short and to the point.

M: When doing A/B testing for your survey/test, what’s important when setting up the parameters?

D: Okay, so just to give you an idea, all of our technical and heuristic analysis is our CRO analysis prior to doing anything which gives us insights and based on those insights we can create a hypothesis. So that’s where we are now. For those who don’t know, A/B testing is having two different versions of something being sent to the same audience and finding out which one performs better.

What you need to do is a few important things. The first is to have your goals tracking properly. If you have goals that haven’t been touched for two years or goals that are no longer relevant then all of a sudden your data will be all over the place. The other thing to look at is if your website has enough traffic to be able to A/B split test. Some people will immediately jump into doing A/B test when in truth it doesn’t apply to everybody because of something called statistical significance. You need to make sure that you have enough traffic to get results from the split test. To give an example, 5 to 10 conversion per week on a lead gen website is considered low traffic. 1000 visitors per week is low volume and 100 or less transactions per month is low volume. If you fall under any of these then you fall into a category where you can’t do proper A/B split testing. There are other methods that we can do so don’t fret. Other factors we need to take into consideration is to make sure the website is fully functional and the ability to implement all the code in the back end.

M: So what does one do if they don’t qualify for A/B testing?

D: One of the cool methods we do and what people can try themselves is to set up Google Analytics. You really need Google Analytics plus it’s so easy to set up goals and e-commerce tracking. What people don’t know is there is a tiny bar at the bottom of your traffic called “Annotate” where you can create annotations. So what you can do is change one aspect of your site on one day, write an annotation on what you changed, and then you can look at the data from 30 days after and 30 days before and you can compare that data. That’s an easy way to do simple A/B testing. You do have to make sure you weren’t hit by seasonality, a traffic spike, or any other external factors that may have affected your data. Be sensible with it, but that’s a good way to test little elements of your website to be able to understand how they are performing.

M: Other than the obvious, what’s important when analyzing the results of a test? How do you know what to focus or not to focus on? What to throw away and what to keep?

D: Obviously, you’re going to be looking at your conversion rates, but just because your conversion rates improved it doesn’t mean there aren’t so many other elements you should be looking at. Something you need to look at after doing A/B split testing is whether or not there was statistical significance. Statistical significance is the likelihood that the difference in conversion rates between given variations and the baseline is not due to random chance or a variable coming through. We try to achieve a significant level of 95% for all of our tests as it’s the rule of thumb in the industry to get between 95-100%. There are cases where 90% is okay where you’re pretty safe to say that it was a good test.

So whatever tool you’re using, be it Optimizely or converter.com they all give you a significant level at the end of their test. You can look at the data straight away and make sure that the test has been random or it’s got a high significance level for you to have achieved a proper result.

And there are many other data points you can look into. Take a look at all the little elements and see what can be changed.

M: Let’s talk specifics, what techniques have you seen a site take on to address their conversion rate and what were the results, both positive and negative?

D: We have a vintage bike company here in Australia who came to us with a conversion rate of 0.68%. We did a thorough analysis of their site and found a whole list of problems.

Here’s a quick summary of what happened. We improved the mobile UX, we increased the size of the search bar, we compressed some images and did some cache work, we removed some irrelevant plugins in the back end, we made it free shipping for all orders over $75, updated some price filtering, removed the wishlist, removed confusing content from the menu, improved the checkout page and added trust badges, and made the client responsible for live chat.

Based on all that we improved their conversion rate from 0.62% to 0.82% which doesn’t seem like a massive leap but a 32% increase in conversion rate meant a 45% increase in transactions that resulted in an additional $362,000 a year.

M: Wow, that’s amazing.

D: Yeah, it sounds like a long process and that’s the crux of it. $360k for two months of analysis and one-month implementation.

M: I’m curious. At this point in your career if you saw a site would you immediately pick up on certain problems?

D: Yeah, and it’s kind of a bug for me where even for my websites I can be so critical on myself. When I see someone’s website my mind will just keep racing.

A few quick tips I will leave you off with. One, make sure that your site’s message can be understood in the first five seconds that you come to this website. Like we had a client who did marketing and on their homepage, they didn’t mention the word marketing once.

Second and last tip is about sliding banners. Sliding banners convert horribly. You should really only have one clear call-to-action on your homepage, but to have sliding banners with multiple call-to-actions can be very confusing for the user to figure out how to progress to the next stage. Instead, I advise to use a single image, a hero banner with a really good call-to-action. Don’t use ‘Learn More.” Use something that will really invoke them to make a decision.

M: What are some things are are indeed a part of the CRO process that most people don’t associate as being a part of CRO? What is CRO to you?

D: I’ll bring it back to what I mentioned in the beginning. CRO is business revenue optimization. At the end of the day, it’s a holistic view of everything that we do. Conversions are just an assessment of how your business is perceived by the world. The amount of conversions your website gets is a representation of how well you understand your marketing audience from a larger perspective and based on that you should be able to craft that in terms of leads, targeting, and UX elements. You should be able to craft what they want to see.

Which is why audience research is so pivotal. Making sure that everything goes smoothly and that people have a systematic process through your website is what CRO truly is.

Optimize It or Disavow It



M: When considering CRO, if you had to choose one over the other would you choose to have a site that has a terrible load time or terrible CTAs?



D:
Full disclosure, Mordy gave me a week to answer this and I still don’t have an answer. About load times, as I said before, if someone really wants to get to the website and they will get through to the site and there is a great call-to-action I will take that over bad call-to-actions because even if you have the speediest site in the world if you don’t have good call-to-actions they will leave as quick as they go there.

M: Dave, thank you so much for coming in. I loved your case studies.

D: Thank you for having me. And if anyone wants to reach you can add me on LinkedIn and I would **** to chat.

SEO News [01:11:35 – 01:16:22]

 

Huge Rank Fluctuations Surge!: A major Google algorithm update hit the SERP on July 16th with unprecedented levels of rank fluctuations being tracked on the Rank Risk Index by the 18th!

Local Listings Bug Resolved, Maybe: The bug that had local listings and reviews fading into oblivion has been resolved. At least that’s what Google said. SEOs, on the other hand, are still saying that they have not seen many of their listings reappear. Also, the form to reinstate your listings was down for a while as well!

That’s a Lot of Changes!: Google says they made 3,200 changes in 2019… that’s a lot of adjustments to the algorithm!

Shareable Search Results: Here’s a cool one. Google was seen testing a feature that lets you share a Google result! Mordy doesn’t get it though. If you went to the page you will just share the link, no?

SEO Fun Send-Off Question [01:16:48 – 01:20:16]

 

What are Google’s Superhero and Supervillain names?

Sapir chose as a superhero name, Wonder Search Engine, as an homage to her favorite superhero, Wonder Woman. Sapir then refused to give Google a supervillain name as Google is the hero we need and ****.

Mordy, for supervillain name, chose The No-Click-A-Nator (referring to zero-click searches). For a superhero name, Mordy went with Captain Find It, Mordy’s take on Captain Planet.

Tune in next Tuesday for a new episode of The In Search SEO Podcast.

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!



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How to Master Any Interior Decor

By | November 5, 2021

Are you planning to renovate your place or recently moved into a new house? Whatsoever, you need apt guidelines for decoration to meet the required standards of your vision. You can’t implement the proper interior layout if you don’t have precise knowledge about interior design. For this specific purpose; expert interior designers advise acquiring awareness of the design before utilizing it for your interior. Even for those who live and breathe interior design, taking some guidance won’t cost you anything. Although learning takes time and effort, it will save you a lot of bucks if you know how to apply any design to your place. From exacting the theme to buying appropriate home decor products; various factors hold high significance in mastering any of the home decors. Below we have a list of essential guidelines that everyone should follow to build the place of their dreams.

Forecasting in SEO is Like Dune | Local SEO Guide

By | November 5, 2021



Show me the waters of your homeworld Muad’dib

This post is gonna contain spoilers beyond the recent Dune movie, be warned.

So forecasting in SEO is such an interesting subject. I really hate the cop-out answer of “it depends” and judge the SEO space for falling back on this lazy crutch as a way to answer real business questions. Just to be fully transparent, I have worked in-house and would pass over/fire a vendor who was unwilling to help me hit my hard numbers post-haste.

“But Dan, Forecasting is an inaccurate science”

Thanks, random internet stranger, I think this is the crux of most objections to forecasting. And it’s the most obvious, self-evident truth. Seriously, treat yourself with a little kindness and empathy and realize that when you are doing things like predicting the future it’s directional at best. And this is where we get into Dune.

Forecasting in SEO is like Paul’s visions before he drinks the waters of life (SPOILERS AHHHHHH). They are confusing and he is unsure about what they mean. He doesn’t understand the order they are occurring in, whether they are true or possible futures, it just really forces him into an existential crisis. This is how SEOs act around forecasting. YOU ARE THE FREAKING KWISATZ HADERACH. You have all the power. The people asking you for forecasts are like Gaius Helen Mohiam, they think they have all the power with their budget and institutional power, etc but you are the one that can be many places at once, you are the one that can predict the future. They need you and you have the power to get what you want from them. Spice.

Forecasting is only a way to advocate your clients (or yourself if you work in-house) politically. It helps you navigate the corridors of power in a way that allows you to be taken seriously and unlock budget and resources etc to better accomplish your job. It’s totally reasonable for someone you are asking for money to ask you what they are going to get out of it.

The true power of forecasting is only unlocked after you get your initial buy-in and start your journey, once you have successfully unlocked your budget with your forecasting. Then you are like Paul after he drinks the waters of life. With every investment in SEO the future becomes more clear, you understand what is and is not successful and can prune away at all your excessive plans and forecasts for the ones that hit or exceeded their mark. The waters of life allowed Paul to see all the potential futures, to see where investment would work and not work based on actual evidence. He was able to prune away at the various futures until only one remained. Forecasting can help lock you on The Golden Path. It may be hard, it may be uncertain but in it lies salvation.



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Tracking Trending Information on the Web

By | November 5, 2021


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Finding Trending Information Through Google

Many techniques are available to searchers to find information on the Web. Searchers often use browsers and search engines to find information of interest. The knowledge of interest may include currently popular documents among a group of searchers, such as videos that are presently popular from a video provisioning service.

One beneficial source of information that an SEO can use while researching Keywords is Google Trends, which shows information about searchers interests in certain keywords. It can show entity information for queries that contain entities (See: Image Search and Trends in Google Search Using Freebase Entity Numbers.)

It appears that Google has found trending information to be beneficial to site owners and SEOs and is considering another way of sharing trending information, which they have shared in a patent. This process is not yet available but seems to be worth watching for. To make Google Trends more beneficial for you, check out this Google Page: FAQ about Google Trends data

A Newly Granted Patented Approach To Trending Information

trending information system

So what would this new patented approach cover?

The patent shows an example interface for tracking Trending Information, rather than just the interest of searchers in trending information. This process appears to be an exciting way to track trends over time.

One method includes providing, by processors of a device and via a searcher interface, information identifying Trending:

  • Search-related news
  • Video-related information
  • Image-related information
  • News-related information

This is where the trending search-related information includes information remembering:

  • Searches currently popular through a search-related service
  • The trending video-related information comprises information identifying videos that are presently popular through a video-related service
  • The trending image-related information includes information identifying images that are currently popular through an image-related service
  • And, tThe trending news-related information comprises information identifying news items that are presently popular through a news-related service

Graphical Items Distinguished On A Searcher Interface Showing Trending Information

Presented as graphical items that get distinguished on the searcher interface:

  • The t trending search-related information
  • Trending video-related information
  • The trending image-related information
  • And, the trending news-related information

This is where each graphic item gets identified as relating to T the trending:

  • Search-related information
  • Video-related information
  • Image-related information
  • News-related information

Other Graphic Items Shown For Trending Information

The searcher interface presents many graphical items simultaneously.

The trending information method further includes:

  • Detecting, by processors and, over time, searcher interaction with graphical items of the many graphic items presented on the searcher interface
  • Selecting a visual object on the searcher interface
  • Removing a visual item from the searcher interface
  • Adjusting, by the processors, a later group of graphical items presented on the searcher interface based on detecting the searcher interaction with the graphic objects over time

The searcher interface includes a first area and a second area. The first area presents the information identifying t the trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information.

The method further includes detecting a movement of a first graphical item, of the many graphical objects, from the first area to the second area; and presenting, based on the campaign:

  • Other trending search-related information
  • Another trending video-related information
  • Trending image-related news
  • Trending news-related information, where the other trending search-related information, or video-related information or image-related information, or news-related trending information related to the first graphical item
  • .

Picking Up on Trending Information

According to some possible implementations, the searcher interface includes a first area and a second area. The first area presents the information identifying t the trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information.

The trending information method further includes:

  • Detecting a movement of a first graphical item, of the many graphic things, from the first area to the second area
  • Storing information relating to the first visual item based on the movement, where the storing makes the information about the first graphical item available when the searcher interface gets accessed via different searcher devices

And, the searcher interface presents the many graphical items as a grid.

Providing the:

  • T the trending search-related news
  • The trending video-related information
  • The trending image-related information
  • Trending news-related information

Includes causing the many graphical items to move across the searcher interface and get removed from the searcher interface, where more graphical objects get presented, via the searcher interface, as visual items, of the many graphic things, get removed from the searcher interface.

Causing the many graphical items to move across the searcher interface includes:

  • Generating a first graphic item, of the many visual items, to get presented in a first manner, where it gets based on a measure of quality associated with the first graphical item
  • Causing a second graphical item, of the many graphical items, to get presented in a second manner, where it gets based on a measure of quality associated with the second graphical item

The second manner is different than the first manner. The first manner and the second manner relate to at least one of the speeds at which the first graphical item and the second graphical item move across the searcher interface, size of the first graphic item and the second visual item, or positions of the first graphic item and the second graphical item on the searcher interface.

The trending information method further includes:

  • Detecting a selection of a first graphical item, of the many visual things
  • Creating a new searcher interface to get provided based on seeing the passage of the first graphic item, where the new searcher interface includes t image-related information relating to a topic of the first graphical item, video-related information relating to the topic of the first graphical item, news-related information relating to the topic of the first graphical item, or search-related information relating to the topic of the first graphical item

Each graphical item can get associated with the first time of day. The method further includes detecting a scrolling of the searcher interface in a left-to-right direction. The scrolling causes a different group of graphical items to get displayed that gets associated with a second, earlier time of day.

Trending Information is Currently Popular Information

A system includes processors to provide, via a searcher interface, information identifying:

  • T trending search-related news
  • Trending video-related information
  • Trending image-related information
  • Trending news-related information

The trending search-related information includes information remembering searches that are currently popular through a search-related service, the trending video-related information comprises information identifying videos that are presently popular through a video-related service, the trending image-related information includes information identifying images that are currently popular through an image-related service, the trending news-related information comprises information identifying news items that are presently popular through a news-related service.

The processor is further to receive information identifying a topic and provide, based on the information identifying the issue, the next group of graphical items, on the searcher interface, where the latter group of visual items relates to the topic.

Trending information and trending videos

The searcher interface includes a first area and a second area. The first area presents the information identifying the t trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information.

The processors are further to detect a movement of a first graphical item, of the many visual things, from the first area to the second area, and present, based on the campaign, another trending search-related information, another trending video-related information, another trending image-related information, or another trending news-related information, where the other trending search-related information, another trending video-related information, another trending image-related information, or another trending news-related information relate to the first graphical item.

The graphical items are images.

When providing, via the searcher interface, the information identifying t the trending search-related news, the trending video-related information, the trending image-related information, or the trending news-related information, the processors are to cause the many graphical items to move across the searcher interface and gets removed from the searcher interface, where more graphical objects get presented, via the searcher interface, as graphic items, of the many visual things, get removed from the searcher interface.

When causing the many graphical items to move across the searcher interface, the processors are to generate a first visual item, of the many graphic items, to get presented in a first manner, where the first manner gets based on a measure of quality associated with the first graphical item; and cause a second graphic item, of the many visual things, to get presented in a dual manner, where the second manner gets based on a measure of quality associated with the second graphical item.

The second manner is different than the first manner.

The first manner and the second manner relate to at least one of the speeds at which the first graphical item and the second graphictem move across the searcher interface, sizes of the first grvisualtem and the second graphical item, or positions of the first graphical item and the second graphical item on the searcher interface.

The processors are further to detect a selection of a first graphical item, of the many graphical items, and cause a new searcher interface to get provided based on detecting the selection of the first graphical item, where the new searcher interface includes t image-related information relating to a topic of the first graphical item, video-related information relating to the topic of the first graphical item, news-related information relating to the topic of the first graphical item, or search-related information relating to the topic of the first graphical item.

And each graphical item, of the many graphical items, gets associated with the first time of day. The processors are further to detect a scrolling of the searcher interface in a left-to-right direction, where the scrolling causes a different group of graphical items to get displayed that get associated with a second, earlier time of day.

A computer-readable medium stores instructions. The instructions cause the processors to receive information identifying a topic; get based on receiving the information identifying the topic, information identifying t trending search-related information, trending video-related information, trending image-related information, or trending news-related information, where the trending search-related information includes information identifying searches that are currently popular through a search-related service, the trending video-related information includes information identifying videos that are currently popular through a video-related service.

The trending image-related information includes information identifying images that are currently popular through an image-related service, or the trending news-related information includes information identifying news items that are currently popular through a news-related service. The t trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information relate to the topic.

The Trending Information Patent

Providing trending information to searchers
Inventors: Gregory Harris Plesur, Noah Levin, Arthur Edmond Blume, and Peter Michael Gast
Assignee: GOOGLE LLC
US Patent: 11,144,174
Granted: October 12, 2021
Filed: April 20, 2018

Abstract

A system may provide, via a searcher interface, information identifying t trending search-related information, trending video-related information, trending image-related information, or trending news-related information.

The t trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information are presented as graphical items. Each graphical item, of the graphical items, gets identified as corresponding to the trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information. The searcher interface presents many graphical items simultaneously.

The system may further receive information identifying a topic, and provide, based on receiving the information identifying the topic, a latter group of graphical items, on the searcher interface. The next group of graphical items relates to the topic.

A Searcher Interface That Presents Different Categories Of Trending Information

The trending information may include, for example, trending search queries, trending images, trending videos, trending news documents, and other categories of information that may currently be popular among a group of searchers. The searcher interface may present the trending information as images that allow the searcher to quickly review and identify trending information of interest across all the different categories of trending information.

Moreover, the searcher may interact with the searcher interface to alter the trending information that gets provided. For example, the searcher may provide a topic and the trending information may get adjusted based on the topic. Besides, the searcher’s interaction with the searcher interface, such as selecting or removing trending information, may cause the trending information that gets presented via the searcher interface to change.

Trending information is broadly interpreted as the information that is currently popular among a group of searchers. For example, trending search-related information may include information identifying searches that are currently popular through a search-related service.

Trending video-related information may include information identifying videos that are currently popular through a video-related service. Trending image-related information may include information identifying images that are currently popular through an image-related service. Trending news-related information may include information identifying news topics that are currently popular through a news-related service. A trending searcher interface may broadly get interpreted as a searcher interface that provides trending information.

A document, as the term gets used herein, is broadly interpreted to include any machine-readable and machine-storable work product. A document may include, for example, an e-mail, a file, a combination of files, files with embedded links to other files, a news article, a blog, a discussion group forum, etc. In the context of the Internet, a common document is a web page. Web pages often include textual information and may include embedded information, such as meta information, images, hyperlinks, etc., and embedded instructions, such as Javascript.

In situations in which systems and methods, as described herein, collect personal information about searchers, or make use of personal information, the searchers may get provided with an opportunity to control whether programs or features collect searcher information. Such as information about a searcher’s social network, social actions or activities, profession, a searcher’s preferences, a searcher’s current location, etc. Also to control whether and how to receive content more relevant to the searcher.

Besides, certain data may get treated in ways before the data gets stored and used so that personally identifiable information gets removed. For example, a searcher’s identity may get treated so that no personally identifiable information can get determined for the searcher, or a searcher’s geographic location may become generalized where location information gets obtained. Such as a city, ZIP code, or state level, so that a particular location of a searcher cannot get determined. Thus, the searcher may have control over how information gets collected and used.

While the following description focuses on providing different categories of trending information, systems and methods, as described herein, are not so limited. Systems and methods, as described herein, may provide different categories of information that relate to a particular topic, such as a search query, a document, etc.

Diagrams Illustrating An Overview Of An Example Implementation

Assume a searcher, of a searcher device, gets interested in obtaining trending information. To get the trending information, assume that the searcher selects a TRENDING INFORMATION element on a search interface. In response, the searcher device may send a request, to a trending system, for the trending information.

The trending system may get the trending information and provide the trending information, to the searcher device, for a display to the searcher. The trending information may include different categories of information, such as trending search-related information, trending video-related information, trending image-related information, and trending news-related information.

The searcher device may display the trending information in a trending searcher interface. The trending information may get displayed as a group of images, where each image is visually identified as relating to the trending search-related information, the trending video-related information, the trending image-related information, or the trending news-related information.

In this way, the searcher may identify information of interest. When the searcher identifies an item of interest, the searcher may select the item to get more information. The searcher has selected a particular video item. Based on the selection, the searcher device may get the video and present the video to the searcher. Thus, the searcher device may present the trending information, to the searcher, in an appealing manner, which allows the searcher to identify and get information of interest.

A Server Capable of Presenting Trending Information

The environment may include a group of searcher devices, a trending system, many servers

The searcher device may include a device or a collection of devices, that is capable of presenting trending information. (Would this be an option like Google Now, which presents predictive results. but capable of showing trending results?) Examples of searcher devices may include a smartphone, a personal digital assistant, a laptop, a tablet computer, a personal computer, and another type of device with the ability to present tending information. Searcher devices may include a browser via which a trending searcher interface may get presented on a display associated with the searcher device.

The trending systems may include a server device or a collection of server devices that are co-located or remotely located. A trending system may identify many different types of trending information, such as trending searches, trending videos, trending images, trending news documents, and other types of trending information. Trending systems may provide, to a trending searcher interface of searcher device, different types of trending information. Besides, a trending system may provide searcher interfaces, to searcher device, to allow a searcher, of searcher device, to configure the trending searcher interface.

The server may include a server device or a collection of server devices that are co-located or remotely located. Any t servers may get implemented within a single, common server device or a single, common collection of server devices. servers may store trending information.

For example, one of the servers may store search queries that have been provided to a search-related service and a number of times that the search queries have gotten provided. Another one of servers may store information identifying videos and many times that the videos have gotten accessed. Still another one of the servers stores information identifying images and many times the images have gotten accessed. Another one of the servers may store information identifying news documents and many times the news documents have gotten accessed.

The network may include any type of network, such as a local area network (“LAN”), a wide area network (“WAN”), a telephone network, such as the Public Switched Telephone Network (“PSTN”) or a cellular network, an intranet, the Internet, or a combination of these or other types of networks. searcher device, trending system, and servers may connect to the network via wired and wireless connections. In other words, any one of the searcher devices, trending system, and servers may connect to the network via a wired connection, a wireless connection, or a combination of a wired connection and a wireless connection.

The environment may include more components, fewer components, different components, or differently arranged components. Alternatively, components of the Environment may perform tasks described as gotten performed by other components of the Environment.

Configuration Parameters Used To Find Trending Information

The data structure may get associated with a searcher device. The data structure may get associated with another device, such as a trending system.

Configuration Parameters

As illustrated, the data structure may maintain a group of entries in the data the following example fields: a time (PD) field, a category field, a keyword field, a speed field, a number (NO.) field, a size field, a variance field, and a location field. The data structure may get associated with a particular searcher. The data structure may get associated with a particular searcher device of a particular searcher. Thus, assuming that the searcher has a smartphone and a tablet computer, the data structure may store information relating to a first manner in which the trending searcher interface is to get presented on the searcher’s smartphone and a second, different manner in which the trending searcher interface is presented on the searcher’s tablet computer.

The Time field may store information identifying a time for which a particular set of configuration parameters get used. The time may include, for example, a ****, a **** range, days of a week, a time range, and some other quantity of time. The time is searcher-specified. If no time gets provided in the time field, the same configuration parameters may get used in all situations.

The Category field may store information identifying categories of information. Example categories may include a search-related category, a video-related category, an image-related category, a news-related category, and other types of categories.

The search-related category may specify that trending search-related items. Such as currently popular search queries. These would get provided to the searcher interface.

The video-related category may specify that trending video-related items. Such as currently popular videos. Those would get provided to the searcher interface.

The image-related category may specify that trending image-related items. Such as currently popular images. They would get provided to the searcher interface.

The news-related category may specify that trending news-related items. Such as currently popular news documents. They would get provided to the searcher interface. All available categories may get considered when no category gets specified in the category field. The category or categories identified in the category field is searcher-specified.

The Keyword field may store keywords that may get used to identify items to get provided in a searcher interface. When categories get identified in the category field, the keywords, identified in the keyword field, may get used to getting items in the identified categories. By way of example, assume that the category field stores information identifying video-related information and the keyword field stores the keyword “football.”

In this example, trending videos relating to football may get provided to the searcher interface. In those situations where no category gets identified in the category field, the keywords, identified in the keyword field, may get used to obtaining items in all available categories. The keywords are searcher-specified.

The Speed field may store information indicating a speed at which items are to move across the trending searcher interface before getting removed. The speed may get specified, for example, as a slow, medium, or fast. The speed may get specified using a value, from a range of permissible values. Other ways of specifying a speed may get used. The speed, specified in the speed field, may, for example, correspond to the smallest speed, an average speed, or the greatest speed. The speed is searcher-specified.

The Number field may store information indicating the number of items simultaneously provided on the trending searcher interface. For example, a set of configuration parameters may specify that 15 items are simultaneously provided. The number of simultaneous items to get provided on the trending searcher interface is searcher-specified. A default quantity of simultaneous items may get provided to the trending searcher interface when no quantity of simultaneous items is specified by the searcher.

The Size field may store information indicating a size at which the items are graphically displayed on the trending searcher interface. The size may get specified, for example, as a small, medium, or large. The size may get specified using a value, from a range of permissible values. Other ways of specifying a size may get used. The size, specified in the size field, may, for example, correspond to a minimum size, an average size, or a maximum size. The size is searcher-specified.

The Variance field may store information indicating an amount of variance that is to get used to identifying items to get provided on the trending searcher interface. For example, when a keyword gets specified in the keyword field, the variance field may specify how closely items should relate to the specified keyword. When no keyword gets specified in the keyword field, the variance field may specify, for example, how wide a variety of trending information is to get provided to the trending searcher interface.

The variance may get specified, for example, as a small, medium, or large. The variance may get specified using a value, from a range of permissible values. Other ways of specifying a variance may get used. The variance is searcher-specified.

The Location field may store information identifying a location, on a display of searcher device, at which the trending searcher interface gets presented. Example locations may include a sidebar, a footer bar, a header bar, or another location. Other example locations may include presenting the trending searcher interface as a screensaver or a desktop wallpaper. The location may get specified on a per device or per-application basis. For example, location field may store first information, identifying a first location for the trending searcher interface, when searcher device corresponds to the first type of device (e.g., a tablet computer) and second information, identifying a second, different location for the trending interface when searcher device corresponds to a second, different type of device (e.g., a personal computer or laptop).

Similarly, the location field may store first information, identifying a first location for the trending searcher interface, when searcher device is executing a first application and second information, identifying a second, different location for the trending interface, when searcher device is executing a second, different application. The location field may also store information indicating whether the trending searcher interface is to get presented at the specified location. The location is searcher-specified.

As one example of a set of configuration parameters for a trending searcher interface, a searcher specified that during the weekends, items are to get captured from all of the available categories, the items are to move across the trending searcher interface at a medium speed, 15 items are simultaneously provided on the trending searcher interface, the items are to be graphically displayed in a small size, and that a large amount of variance is to get used in identifying the items.

Moreover, the searcher has specified that the trending searcher interface is to get presented as a sidebar. As another example, the searcher has specified that during weekdays, between the hours of 5 AM and 9 AM, news-related items and search-related items are to get identified based on the keywords “stock,” “football,” and “basketball,” the identified items are to move across the trending searcher interface at a slow speed, 16 items are to be simultaneously provided on the trending searcher interface, the items are graphically displayed in a medium-size, and that a medium amount of variance is in identifying the items.

As one more example, the searcher has specified that during weekdays, between the hours of 7 PM and 12 AM, news-related items, search-related items, and video-related items are to get identified, the identified items are to move across the trending searcher interface at a slow speed, 10 items are simultaneously provided the trending searcher interface, the items are graphically displayed in a large size, and that a large amount of variance is to get used in identifying the items.

The data structure may include more fields, different fields, or fewer fields. For example, the data structure may also store information identifying a language in which the trending information is to get provided on the trending searcher interface. Moreover, the data structure may also store information identifying a position, on the trending searcher interface, at which higher quality items are to get placed. For example, the configuration parameter may specify that higher quality items are to get located in the middle of the trending searcher interface and lower quality items are to get located above and below the higher quality items.

Setting Configuration Parameters For a Trending Searcher Interface

trending information configuration

The process may get performed by a trending system. Some or all the blocks described below may get performed by a different device or group of devices, including or excluding the trending system.

The process may include receiving configuration parameters and information identifying the searcher. For example, the ending system may receive configuration parameters from a searcher.

The configuration parameters may include parameters relating to identifying items that are to get provided on the trending searcher interface and a manner in which the items are to get provided.

Such as the speed at which the items are to move across the trending searcher interface, a number of items simultaneously provided, a size at which the items are graphically displayed, a variance with which the items are to get identified, a position, on the trending searcher interface, at which higher quality items are to get provided, and other parameters relating to the manner in which the items get provided).

The trending system may provide a searcher interface to a browser of the searcher device, to allow the searcher to specify the configuration parameters. Searcher devices may download an application associated with obtaining trending information. In these implementations, the searcher device may provide the searcher interface via the application. In any event, the searcher may specify the configuration parameters, via the searcher interface, and may cause the configuration parameters to get sent to the trending system.

When A Trending System Receives Positive Signals

Also, the trending system may receive configuration parameters, from the searcher device, based on the searcher interacting with the trending searcher interface. For example, a trending system may receive positive signals, from the searcher device, based on the searcher selecting an item on the trending searcher interface, saving an item from the trending searcher interface for later review, obtaining more items relating to an item, or otherwise expressing an interest in an item.

The positive signals may include information identifying the category with which the selected item gets related, keywords associated with the selected item, etc. Additionally, the trending system may receive negative signals, from the searcher device, based on the searcher discarding an item from the trending searcher interface or otherwise expressing disinterest in an item. The negative signals may include information identifying the category with which the discarded item gets related, keywords associated with the discarded item, etc.

And, the trending system may also receive information identifying the searcher and searcher device. For example, a trending system may provide a searcher interface to the searcher device to allow the searcher to specify the identification information. The trending system may receive the identification information via a log-in process. Where the searcher device downloads an application associated with obtaining trending information, the searcher device may send the identification information using the application.

The process may include associating the configuration parameters with the information identifying the searcher. For example, a trending system may store the configuration parameters in a data structure, such as a data structure. Trending systems may associate the data structure (or that portion of the data structure that stores the configuration parameters) with the information identifying the searcher and searcher device.

The patent also says that a trending system may determine whether a time specified in the received set of configuration parameters conflicts (e.g., matches or overlaps) with an already stored time associated with a different set of configuration parameters. If the new time conflicts with an already stored time, the trending system may request that the searcher provide a priority to the two sets of configuration parameters.

The process may include fewer blocks, more blocks, or a different arrangement of blocks. Additionally, some of the blocks may get performed in parallel.

request trending information

Trending System-2

Searcher Interface Used In The Trending Searcher Interface

Assume that a searcher has requested to configure a set of configuration parameters for the trending searcher interface. In response to the request, the searcher device may provide a searcher interface that allows the searcher to enter a set of configuration parameters.

Searcher interface may allow the searcher to specify any or all the following example parameters: time periods, categories, keywords, a speed at which items are to move across the trending searcher interface, a number of items simultaneously provided on the trending searcher interface, a size at which the items are to be graphically displayed on the trending searcher interface, a quantity of variance that is to get used in identifying items to provide via the trending searcher interface, and a location at which the trending searcher interface is to get provided. The searcher has specified that during weekends, items are to get provided based on all the available categories.

The searcher has further specified that the items are to move across the trending searcher interface at a medium speed and that the items are graphically displayed in a small size. Moreover, the searcher specified that a large amount of variance is to get used in identifying the items that get provided via the trending searcher interface.

Storing the Configuration Parameters For Use with the Trending Systen

By selecting the STORE button on the searcher interface, the searcher device may cause the received set of configuration parameters to get transmitted to the trending system. A trending system may receive the set of configuration parameters and store the set of configuration parameters in, for example, a data structure, such as a data structure. Additionally, the searcher device may store the set of configuration parameters in local memory.

Searcher interface may include additional fields, different fields, fewer fields, or differently arranged fields.

An example process for providing trending information. While FIG. shows a process as including a particular sequence of blocks getting performed by searcher device and trending system, some of the blocks of the process may get performed by a different device or group of devices, including or excluding searcher device and trending system.

Triggering a Request For a Trending Searcher Interface

The process may include detecting a trigger. For example, a searcher device may detect a trigger that signals a request for a trending searcher interface. The searcher device may generate the trigger based on a searcher’s action. For example, a searcher device may generate the trigger based on detecting a searcher’s selection of an element that gets displayed by a searcher device. The element may include, for example, a button, a link, a menu item, an icon, etc.

The element may get located on a search interface, such as a search engine home page. The element may get located on a document that provides search results. The element may get associated with an application that provides trending information. The element may get located on a desktop of a searcher device or in a list of applications available to a searcher device. The element may get located in other areas of a document, desktop, menu, etc.

The Searcher device or trending system may alter the appearance of the element, such as in those situations where an event occurred that causes a particular topic to show a strong upward trend in popularity.

Example Of a Tragedy Becoming Quickly Popular

(This reminds me of a blog that became extremely popular in the mid 2000s after a Tsunami hurt people in the Pacific, because it included ways to help people who were hurt.)

As an example, if a particular tragedy occurs, topics relating to the tragedy may suddenly become particularly popular. The searcher device or trending system may alter the appearance of the element. For example, a searcher device or trending system may alter the color, size, or shape of the element or may cause the element to flash. Other ways of alerting the searcher of the particular topic or topics showing a strong upward trend in popularity may get used. In any event, the searcher device may generate a trigger based on detecting the selection of the element.

The searcher device may generate the trigger based on receiving a particular command from the searcher. For example, the launching of the trending searcher interface may get associated with a particular audible and textual command. When the searcher device receives the particular command, the searcher device may generate the trigger.

The searcher device may generate the trigger based on detecting a particular gesture getting made on a display of the searcher device. The gesture may include touch, swipe, and another motion on the display of the searcher device. The gesture may include swiping a currently displayed document to the left. When the searcher device detects a particular gesture, the searcher device may generate the trigger.

And, the searcher device may generate the trigger without searcher interaction. For example, in a situation where the trending searcher interface gets provided as a screensaver or as desktop wallpaper, the searcher device may generate the trigger without searcher interaction. Instead, the searcher device may generate the trigger based on the searcher device being powered up, the searcher device entering a power savings mode, and in response to another event.

Process May Further Include Sending A Request For Trending Information

The request may include configuration parameters relating to items to get provided and relating to a manner in which the items are to get provided on the trending searcher interface.

This process may include receiving the request for trending information. For example, a trending system may receive the request for trending information from a searcher device.

Trending Configuration Parameters

The process may include identifying configuration parameters.

For example, the trending system may identify configuration parameters that state the trending information to provide, to the searcher device, and the manner in which the trending information is to get provided to the searcher device.

Example configuration parameters may include categories of information, such as a search-related category, a video-related category, an image-related category, a news-related category, and other types of categories.

These are to get provided to the searcher device:

  • keywords that are to get used to getting trending information
  • Speed at which items are to move across the trending searcher interface
  • Number of items provided on the trending searcher interface
  • Size at which the items are to be displayed on the trending searcher interface
  • Quantity of variance that is to get used in identifying items to provide via the trending searcher interface
  • Location, on a display of searcher device, at which the trending searcher interface is to get provided

The trending system may identify the configuration parameters based on information in the request.

For example, a trending system may identify the request using configuration parameters. For example, the request may include information identifying categories of information:

  • A search-related category
  • A video-related category
  • An image-related category
  • A news-related category
  • Other types of categories
  • .

Those may get provided to a searcher device:

  • Keywords that are used, to obtain trending information
  • Information identifying a speed at which items are to move across the trending searcher interface
  • Information identifying a number of items simultaneously provided on the trending searcher interface
  • Information identifying a size at which the items are graphically displayed on the trending searcher interface
  • Information identifying a quantity of variance that is to get used in identifying items to provide via the trending searcher interface
  • Information identifying a location at which the trending searcher interface gets provided

The trending system may parse the request to identify the configuration parameters.

And, the trending system may obtain a **** and time associated with the request. The **** and time may correspond to a ****/time that the request gets sent or received. The trending system may use the **** and time to identify configuration parameters. For example, a trending system may use the **** and time to obtain the configuration parameters from a data structure, such as data structure.

Trending Systems May Identify Default Configuration Parameters

Also, trending systems may identify default configuration parameters. For example, when the request is not associated with information that allows for a set of configuration parameters to get identified, the trending system may identify a default set of configuration parameters.

The default set of configuration parameters may identify the configuration parameters discussed above.

The process may further include obtaining trending information based on the configuration parameters. For example, a trending system may use configuration parameters to obtain trending information. The trending information may include items, such as search-related items, video-related items, image-related items, news-related items, and other types of items.

Meanwhile, the trending system may use the configuration parameters to identify items. For example, when the configuration parameters include information identifying categories of information, the trending system may obtain items in the identified categories.

When Configuration Information includes Keywords, The Trending System May Use the Keywords to Get Ideals

When the configuration information includes keywords, the trending system may use the keywords to obtain items. For example, a trending system may compare the keywords to entries in an index of trending information to identify items relating to the keywords. When the configuration parameters include information identifying an amount of variance that is to get used in identifying items to provide via the trending searcher interface, the trending system may use the identified amount of variance to identify the items.

And, the trending system may generate a score for each item based on the configuration parameters and use the scores to determine which items are to get provided to the searcher device. A trending system may modify the score, of an item, based on factors. For example, the ending system may modify the score, of an item, based on the popularity score of the item.

Popularity Score of An Item May Be Based on Searcher Behavior Data Associated With The Item

The popularity score of an item may get generated based on searcher behavior data associated with the item, such as how many searchers expressed disinterest in the popularity score of an item may get generated using factors instead of, or in addition to, the searcher behavior data, such as an age of the item, a prior ranking or score of the item, or the like.

The Personalization Score of An Item May Get Generated Based On Searcher Activity Data

We are told that the trending system may modify the score, of an item, based on a personalization score of the item. The personalization score of an item may get generated based on searcher activity data, associated with a searcher of a particular searcher device, with regard to the item, such as whether the searcher has expressed disinterest in the item by, for example, removing the item from the trending searcher interface and whether the searcher expressed interest in the item by, for example, selecting the item when the item gets presented on the trending searcher interface. The personalization score of an item may get generated using factors instead of or in addition to, the searcher activity data, such as whether the searcher has recommended the item to one of the searcher’s social contacts.

The Trending Score of An Item May Be Based On The Social Score Of the Item

Also, The trending system may modify the score, of an item, based on a social score of the item. The social score of an item may get generated based on friend activity data, associated with social contacts of the searcher of a particular searcher device, with regard to the item. The searcher’s social contacts may become identified based on the searcher’s communications, the searcher’s address book, and the searcher’s account on social networks.

Friend Activity Data May Get Associated With An Item

Examples of friend activity data, associated with an item, including whether the searcher’s social contacts have expressed disinterest in the item by, for example, removing the item from a trending searcher interface and whether the searcher’s social contacts expressed interest in the item by, for example, selecting the item on a trending searcher interface that got presented to the social contacts’ searcher devices. The social score of an item may get generated using factors instead of, or in addition to, the friend activity data, such as whether the social contacts have recommended the item to others.

And, the trending system may generate a total score for an item based on a combination of the score, the popularity score, the personalization score, and the social score. A trending system may generate a total score for an item based on a weighted combination of the score, the popularity score, the personalization score, and the social score. For example, a trending system may assign a weight value to the score, the popularity score, the personalization score, and the social score.

The weight values may differ–in other words, the amount that each of the score, the popularity score, the personalization score, and the social score contributes to the total score may vary. The trending system may combine the weighted score, the weighted popularity score, the weighted personalization score, and the weighted social score to generate the total score. The total score, for an item, may reflect a measure of the quality of the item.

Besides, The trending system may select a set of items, to get provided to the searcher device, based on their scores. For example, a trending system may rank the items based on their scores and select the top-scoring X items (X>1). The number of items, in the selected set of items, based on the configuration parameters (e.g., based on a speed at which items are to move across the trending searcher interface, a number of items simultaneously provided on the trending searcher interface and size at which the items are graphically displayed on the trending searcher interface).

The process may include providing trending information and configuration parameters. For example, a trending system may provide the obtained trending information and configuration parameters to the searcher device. The trending information may include a ranked list of items. Each item may, for example, get associated with information identifying the category with which the item gets associated (e.g., search, video, image, news, etc.), information identifying the item, an image associated with the item, a ****/time associated with the item, and other types of information.

The configuration parameters may include information relating to the manner in which the provided items are to get displayed by the trending searcher interface at the searcher device. For example, the configuration parameters may include information relating to a speed at which items are to move across the trending searcher interface, a number of items simultaneously provided on the trending searcher interface, a size at which the items are to be graphically displayed in the trending searcher interface, and a location at which the trending searcher interface is to get displayed.

A different speed may get specified for different items in the set of items. For example, the speed specified is based on the score of the item. The speed of a higher scoring item may be set to be slower than the speed of a lower scoring item. A different size may get specified for different items in the set of items. For example, the size may get specified based on the score of the item. The size of a higher scoring item set is bigger than the size of a lower scoring item. The searcher device may store the configuration parameters. In these implementations, the trending system may not provide the configuration parameters.

The process may include receiving the trending information and the configuration parameters. For example, searcher devices may receive the trending information and the configuration parameters from the trending system.

And, the process may include providing a trending searcher interface using the trending information and based on the configuration parameters. For example, based on receiving the trending information, the searcher device may cause a trending searcher interface to get provided on a display of the searcher device. searcher device may cause the received items to get presented in a manner consistent with the configuration parameters. Further details about an example trending searcher interface.

Negative And Positive Searcher Interaction Relating To An Item

The searcher interaction may include a negative searcher interaction relating to an item and a positive searcher interaction relating to an item. Negative searcher interaction may include the searcher physically removing an item from the trending searcher interface (e.g., by dragging the item to a particular location), the searcher allowing an item to move across the trending searcher interface and get removed without selecting the item (e.g., searcher inactivity with respect to the item), and other similar types of searcher activity.

Positive searcher interaction may include the searcher physically moving an item to a particular location on the trending searcher interface, which indicates an interest in the item (e.g., by dragging the item to the particular location), the searcher saving an item for later consideration, the searcher requesting additional items relating to an item, the searcher selecting an item on the trending searcher interface, and other similar types of searcher activity.

Also, the process may include providing information relating to the searcher interaction. For example, a searcher device may provide information relating to the searcher interaction to the trending system. The information may include information identifying the item and information relating to whether the searcher interaction is negative, e.g., indicating that the searcher is not interested in the item, or positive, e.g., indicating that the searcher gets interested in the item.

And, the process may include receiving the information relating to the searcher interaction. For example, the trending system may receive information relating to the searcher interaction from the searcher device. The trending system may store the information in a profile relating to the searcher of the searcher device.

The System May Identifying New Trending Information

The process may include identifying new trending information. For example, a trending system may parse the received information to identify the item to which the searcher interaction relates and whether the searcher interaction was negative or positive.

The trending system may identify new items to provide to the searcher device based on the identified item and whether the searcher interaction was negative or positive. For example, when the searcher interaction is negative, the trending system may identify new items, to provide to the searcher device, that gets unrelated to the identified item. When the searcher interaction is positive, the trending system may identify new items, to provide to the searcher device, that gets related to the identified item.

The process may include providing the new trending information. For example, a trending system may provide new trending information to the searcher device. The new trending information may include a ranked list of new items. Each item may, for example, get associated with information identifying the category with which the item gets associated (e.g., search, video, image, news, etc.), information identifying the item, an image associated with the item, and other types of information.

We are also told that the process may include receiving the trending information and the configuration parameters. For example, the searcher device may receive new trending information from the trending system.

And, tThe process may include updating the trending searcher interface based on the new trending information. For example, the searcher device may cause new items to get presented on the trending searcher interface based on the new trending information. searcher device may cause the new items to get presented in a manner consistent with the configuration parameters.

The process may include fewer blocks, additional blocks, or a different arrangement of blocks. Additionally, or alternatively, some of the blocks may get performed in parallel.

Trending Searcher Interface

Included in the main interface; a dock area, a branch area, a search element, and a display element.

trending user interface

The main area may include an area, of trending searcher interface, where items, received from the trending system, may appear. The searcher device may cause the items, in the main area, to move, as if in a stream of water, from the left side of the trending searcher interface to the right side of the trending searcher interface. Thus, additional items appear on the left side of the trending searcher interface and items get removed from the right side of the trending searcher interface. The searcher device may present the items in a static manner in the main area.

In either event, the searcher device may allow the searcher to move the items, displayed in the main area, in a left-to-right or right-to-left direction, which causes additional items to appear in main area and causes displayed items to get removed from the main area. Moving the items in a right-to-left direction may cause items, which were previously removed from the main area, to reappear. Thus, in this way, the searcher may recapture items that have gotten removed from the main area.

As items are continually moved in a left-to-right direction, the additional items that get displayed, in the main area, may become more diverse and speculative. Thus, if the items, displayed in the main area, get directed to a particular topic, as items are continually moved in a left-to-right direction, the additional items that get displayed in the main area may begin to diverge from the topic.

Items, displayed in the main area, may get configured automatically selected. For example, as an auto-selected item moves across the trending searcher interface, additional information, relating to the item, may appear, as if the searcher had selected the item. searcher device may determine which items are auto-selected based on a number of factors, including the searcher’s past interaction with the trending searcher interface.

Trending User Interface-dock area

Dock area may include an area, of trending searcher interface, where items may get placed which may interest the searcher of searcher device. For example, a searcher, of a searcher device, may move an item from the main area to the dock area in order to later review the item. To later review the item, the searcher may simply select the item, such as by touching or clicking on the item. When an item gets placed in the dock area, the item is available whenever the searcher accesses the trending searcher interface and regardless of the searcher device from which the searcher accesses the trending searcher interface. To remove the item from the dock area, the searcher may simply drag the item back to the main area or off the right or left side of the trending searcher interface.

trending user interface-branch area

Branch area may include an area, of trending searcher interface, where items may get placed of interest to the searcher of searcher device. When an item gets placed in the branch area, the searcher device may cause items, relating to the placed item, to appear in the branch area. For example, a searcher, of a searcher device, may move an item from the main area to the branch area. searcher device may detect that the item gets placed in branch area and may send a request, to the trending system, for additional trending information related to the item.

Trending Information requests

The request may include, for example, information identifying the item. The trending system may obtain items relating to the identified item and may provide those identified items to the searcher device. Other ways of identifying an item may alternatively get used. For example, a twisting gesture on a particular item, in the main area, may cause items, relating to the twisted item, to appear in the branch area. As another example, each item, displayed in the main area, may include an element that, if selected, causes items, related to the item that includes the element, to get displayed. Thus, the selection of an element on an item, in the main area, may cause items, relating to the item, to appear in the branch area.

The searcher device may cause the related items to get displayed in the branch area of the trending searcher interface. The searcher device may present the received items in a dynamic manner. For example, a searcher device may cause the received items to move, as if in a stream of water, from the left side of the trending searcher interface to the right side of the trending searcher interface. Thus, more items appear on the left side of the trending searcher interface and items get removed from the right side of the trending searcher interface.

The Searcher device may cause the received items to get displayed in, in-branch area, in a static manner. The searcher device may allow the searcher to move the items, displayed in the branch area, in a left-to-right or a right-to-left direction, which causes more items to appear in the branch area and causes displayed items to get removed from the branch area.

To remove the items from the branch area, the searcher may simply drag one of the received items back to math in the area or off the right or left side of the trending searcher interface. To change the items in the branch area, the searcher may simply drag a different item, from the main area to the branch area.

Instead of related items becoming displayed in the branch area, the related items may get displayed in the main area. An item that gets identified for branching (e.g., by detecting that the item has gotten moved to a particular location of trending searcher interface, that an element on the item has gotten selected, that a twisting gesture has gotten made in relation to the item, etc.) may remain stationary in the main area, as the related items move in a left-to-right direction across trending searcher interface.

If the searcher wishes to return to the previous items, the searcher may simply drag the stationery item to a particular location on or off the trending searcher interface. Other ways of returning to the previous items may get used.

Search element may include a button or another type of selectable element that causes the searcher device to provide an interface that allows the searcher to perform a search. When a search gets performed using the interface, the searcher device may cause items, relating to the search, to get displayed in the main area. For example, a searcher device may receive search terms in the interface and may send a request, to the trending system, for additional trending information.

The request may include, for example, information identifying the search terms. The trending system may get items relating to the search terms and may provide those identified items to the searcher device. searcher device may cause the received items to get displayed in the main area. When a search gets performed using the interface, the searcher device may perform a network search and provide a document that includes a ranked list of search results, relating to the search.

The Display element may include a button or another type of selectable element that causes the searcher device to change the manner in which items get provided in the main area. The display element may allow the searcher to choose between providing items, in the main area, in a static manner, or a dynamic manner. The static manner may include, for example, providing the items in a non-moving, grid pattern. The dynamic manner may include, for example, providing the items in moving, grid, or non-grid patterns. Other manners of providing items, in the main area, may get used.

Trending searcher interface may simply include the main area, and not include the dock area or the branch area.

Assume that a searcher has requested trending information. In response, assume that the searcher device has provided a trending searcher interface. Moreover, assume that the trending searcher interface displays many items, in the main area, that move in a left to the right direction. Further, assume that the searcher gets interested in a particular video-related item, but wants to review the video-related item at a later time.

The searcher may move the video-related item, from the main area to the dock area. Once moved to the dock area, the video-related item may remain on the trending searcher interface until removed. Thus, the searcher may select the video-related item at a later time.

Assume that, at some later point in time, the searcher gets interested in obtaining more items relating to a particular search-related item. The searcher may move the search-related item, from the main area to the branch area. Once moved to the branch area, the searcher device may cause additional items to get obtained, from the trending system, relating to the search-related item Thus, in this way, the searcher may obtain additional items relating to a particular item of interest in the main area.

Assume that the searcher gets interested in a particular video-related item in the main area. Thus, the searcher may select the video-related item. By selecting the video-related item, the searcher device may cause a searcher interface that provides more information relating to the particular video-related item. The searcher interface may provide a video associated with the video-related item. Besides, the searcher interface may provide more items that relate to the video. Assume, after watching all or a part of the video, that the searcher gets interested in the related search item.

Searcher interface may include, for example, an image section, a news section, a biography section, and a related search section. The image section may include a scrollable area that provides images relating to a topic of the related search item. The news section may include a scrollable area that provides links to news-related documents relating to the topic of the related search item.

The biography section may include an area that provides biography information relating to the topic of the related search item. The related search section may include a scrollable area that provides search items relating to the topic of the related search item. Although not shown, the searcher interface may also include a search results section that provides a scrollable area that includes search results for the topic of the related search item.

The searcher may select an item in the searcher interface to get another searcher interface with information relating to the topic of the selected item. In this way, the searcher may cause the searcher device to present many searcher interfaces that provide information relating to various topics of interest to the searcher.

If the searcher gets interested in returning to the searcher interface, the searcher may either close the searcher interface or swipe the searcher interface to the right to cause the searcher interface fully displayed in the trending searcher interface. If the searcher gets interested in returning to the main area, of the trending searcher interface, the searcher may close all overlaying searcher interfaces, touch the main area, or perform some other kind of act that signifies a desire to return to the main area.

Assume that the searcher wishes to display the items, in the main area, in a static manner. To do so, the searcher may select the display element. The searcher device may, in response to the searcher’s selection of display elements, cause the items to get displayed in the main area in a static manner.

The searcher may browse items, in this configuration, by moving the items, displayed in the main area, in a left-to-right or a right-to-left direction. For example, the searcher may make a right-to-left swiping motion (or another type of gesture) to move items on the right side of the trending searcher interface to the left side of the trending searcher interface.

The searcher may simply tilt the searcher device in the direction that the searcher wishes the items to get moved. For example, if the searcher tilts the searcher device to the left, the searcher device may cause items on the right side of the trending searcher interface to move toward the left side of the trending searcher interface.

As another example, if the searcher tilts the searcher device to the right, the searcher device may cause items on the left side of the trending searcher interface to move toward the right side of the trending searcher interface. The degree of tilt may directly correspond to the speed at which the items move across the trending searcher interface.

The items, displayed in the main area, may get associated with ****/time information. For example, each item may get associated with the **** and time at which the item was trending. The trending searcher interface may act as a graphical timeline, where the searcher may cause a trending searcher interface to provide items that were trending at an earlier point.

Assume that the trending searcher interface displays many items in the main area. Moreover, assume that the trending searcher interface displays time information relating to when the displayed items were trending. To view what items were trending at an earlier point in time, the searcher may scroll the main area in a left-to-right direction. Assume that the searcher scrolls the main area, of the trending searcher interface, to an earlier time.

In response, the trending searcher interface may display time information identifying the earlier point in time and display items that were trending at the earlier point in time. In this way, the trending searcher interface may provide the searcher with the ability to see how other searchers’ understanding and interest in a particular topic evolved in news documents, videos, search queries, images.
tc.

Figures are examples of locations at which the trending searcher interface may get provided on the searcher device. Trending searcher interface may get provided as a sidebar on searcher device. The trending searcher interface may get provided as a footer bar on the searcher device. Trending searcher interface may get provided as a screensaver on searcher device. Trending searcher interface may get provided in a different manner or location on searcher device. Trending searcher interface may get provided in a browser window of searcher device, as desktop wallpaper of searcher device, or as a part of a download application.

FIG. may get provided on the trending searcher interface. In essence, the item may include enough information to allow a searcher, of the trending searcher interface, to identify the topic and category to which item relates. As shown, items may include an image section, a category designation section, and a title section.

The image section may include an image relating to the item. For example, when the item is a search-related item, the image section may include an image relating to a term or terms to which the search-related item relates. When an item is a video-related item,

Also, the image section may include an image captured from the video provided when the video-related item is selected. When an image-related item, the image section may consist of the idea provided when the image-related item is selected. When an item is a news-related item, the image section may include an image obtained from a news document associated with the news-related item.

The category designation section may include information that identifies the category to which item relates. The category information may get provided in a graphical form. The category information may get provided textually or in some other manner.

The title section may include a title for the item. The title may get provided textually. The title may get provided in another manner. The location of the title may be different, depending on the category to which item relates. For example, when the item is news-related, the title section may overlay the image section. When the thing is image-related, the title section may get located below the image section.

Although FIG. shows an example configuration of the item, the item may include more sections, different sections, fewer sections, or differently arranged sections than those depicted

FIGS. are another example of the process described. Concerning FIG, assume a searcher named John Smith gets interested in obtaining trending information. The searcher may select “Trends” from a searcher interface to get the trending news. Upon selection of the element, the searcher device may send a request for trending information to the trending system. The trending system may identify trending items that are to get provided to the searcher device, for example, based on configuration parameters associated with the searcher, John Smith, and may provide information relating to the trending items to the searcher device.

Assume that the searcher device receives the information, from the trending system, and provides a trending searcher interface based on the information. As shown, the trending searcher interface may display a group of items, of various categories, in a static manner. To browse through the items, the searcher may move the group of items in a right-to-left direction or a left-to-right direction. In either event, items will get removed from the trending searcher interface and more items will become provided on the trending searcher interface. Assume that the searcher wishes to view more items and makes a right-to-left swiping motion across the trending searcher interface.

As a result, the searcher device may cause items on the right side of the trending searcher interface to move toward the left side of the trending searcher interface and may cause morel items to appear on the right side of the trending searcher interface.

Example Item Of Interest As Trending Information

Assume the searcher has identified an item of interest. For example, assume that the searcher has found the search-related item, titled “Tony Lucca,” of interest. Thus, the searcher may select the search-related item to get more information relating to “Tony Lucca.”

The searcher device may, in response to the selection of the search-related item, cause a pop-up window to appear. The pop-up window may display search-related information relating to the topic of the selected search-related item. “Tony Lucca.” As shown, the pop-up window may include an image section that provides a scrollable list of images identified as relevant to the topic, “Tony Lucca,” a search results section that provides search results relating to “tony Lucca,” a biography section that provides biographical information relating to ”

Tony Lucca,” and a related search section that provides a scrollable list of search-related items for people that get determined relevant to “Tony Lucca.”

Assume that the searcher scrolls through the images, in the image section of the pop-up window, to identify an image of interest. Thus, the searcher may make a swiping or another kind of motion on an image in the image section of the pop-up window. Different images may get displayed in the image section of the pop-up window.

Assume further that the searcher did not find an image of interest in the image section, so instead, decides to scroll through the items in the related search section. Thus, the searcher may make a swiping or another kind of motion on an item in the related search section of the pop-up window. Different items may get displayed in the related search section of the pop-up window.

That the searcher gets interested in obtaining more information relating to an item in the related search section. Thus, the searcher may select the item by, for example, touching the item, clicking on the item, etc. searcher device based on detecting that the item has to get selected, move the existing pop-window to the left, and present a new pop-up window, relating to the topic of the item. The new pop-up window may get configured in a manner like the configuration of the existing pop-up window.

For example, the new pop-up window may include an image section that provides a scrollable list of images identified as relevant to the new topic, which gets shown as “Jc Chasez,” a search results section that provides search results relating to the new topic, a biography section that provides biographical information relating to the new topic, and a related search section that provides a scrollable list of search-related items for people that get determined relevant to the new topic.

Also, assume that the searcher gets interested in one of the search results in the search results section of the new pop-up window. Thus, the searcher may select the search result by, for example, touching the search result, clicking on the search result, etc. searcher the device based on detecting that the search result has gotten selected, obtaining a document relating to the search result. For example, a searcher device may retrieve a document that corresponds to the selected search result and cause that document to get presented to the searcher.

If the searcher wishes to return to the trending searcher interface, the searcher may cause the searcher device to close the existing document becoming presented or may provide a particular gesture on the trending searcher interface. The particular gesture is a swiping motion from left to right on the presented document. Other types of gestures may get used. Thus, if the searcher device detects the particular gesture, the searcher device may close the presented document, causing the trending searcher interface to get presented again.

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