How To Create a Custom Report in Google Analytics by Customizing a Standard Report [Tutorial]

March 20, 2012 By Glenn Gabe

Custom reports in Google Analytics are incredibly powerful.They enable you to tailor reporting, based on your own business, your own conversion goals, key metrics, etc.The problem is that custom reports can be confusing to create. You have metric drilldowns, dimension groups, report views, filters, etc. If you aren’t familiar with creating custom reports, the interface could be daunting. That said, you shouldn’t give up trying to create custom reports! Again, they can be very powerful for analyzing traffic.

In this post, I’m going to walk you through creating a custom report that displays organic search traffic from mobile devices. The report will also enable you to view those visits by location. It’s a nifty custom report for any local business. The report lets you quickly view top keywords leading to your site via organic search (mobile traffic), but also lets you view how many of those visits are from potential buyers (people located near your business).

In addition, Google recently released functionality for customizing a standard report versus having to create every custom report from scratch. This is a great option if you are new to custom reports and want to tailor some of the existing reports in Google Analytics to fit your needs.

Creating a Custom Report from a Standard Report
As I mentioned earlier, we’ll start with a standard report in Google Analytics and tailor it to meet our goals. Since we are going to create a report showing organic search from mobile devices, let’s start with the Mobile Overview report and customize it to display:

Organic keywords leading to the site (mobile traffic).
The region those visits are from (i.e. states).
The cities within those regions that visits are coming from.
The mobile operating system from those visits (android, iphone, etc.)

The goal of the report is to know the organic keywords leading to the site from mobile visits, and how many of those visits are from potential customers (people located near your business).

How to Create the Custom Report (from a Standard Report)

1. Open up Google Analytics, click the “Audience” tab, and then expand the “Mobile” link in the left side navigation. Click the “Overview” link to view the Mobile Overview report.

2. Click the “Customize” link in the action bar of the report. This will enable you to customize this report for your own needs (by creating a custom report based on this standard report). Note, not all standard reports can be customized this way. Tabular reports can be customized this way, but you will find other reports within GA that cannot be converted to custom reports:

3. When you click “customize”, the standard report will be loaded into “report builder”. The initial view will show you the current report mapped out already in report builder. Then you can tailor the various elements, based on what you are trying to achieve with your own custom report.

4. You can keep the current metric groups if you want. If you ever want to go back and customize the metric groups, you can by editing the custom report. For example, you definitely want to set up various conversion goals and events so you can better understand quality traffic. Once you do, you can add them to your metric groups so you can view performance by traffic in your custom report.

5. Under dimension drilldowns, you will only see “Mobile” listed. Adding more dimensions will enable you to drill into each level to find more data. As I explained above, we want to drill into mobile traffic to reveal the organic keywords leading to the site. Then we want to view location by region and state. So, let’s add those additional dimensions to our report.

6. Click the “Add Dimension” box in dimension drilldowns and select “Keyword” from the “Advertising” list.

7. Next, add more dimensions to your report. Click the “Add Dimension” box again, and include the “Region” dimension from the “Visitors” list. After adding “Region”, you should go through the same process to add another dimension for “City”.

8. Filter Your Traffic
The last step is to make sure the traffic is only from organic search. We only want to view mobile traffic from organic search, so we need to tell Google Analytics to filter that traffic for us. Click the “Add a Filter” box under the “Filters” category. Select the “Medium” dimension under the “Traffic Sources” list. Then select “include” from the first filter dropdown, leave “Medium” as the dimension, leave “Exact” in the third dropdown, and then enter “organic” in the text box (without quotes). See the screenshot below to follow along. This text tells Google Analytics to include all traffic that exactly matches “organic” as the medium. “Organic” is what’s listed for all organic search traffic.

Congratulations! You just created a custom report, based on a standard report. Click “Save” at the bottom of the report and you’ll be taken to the functioning report in Google Analytics.

You can start drilling into the report by clicking “Yes” in the mobile report, which will reveal all organic keywords from mobile traffic. Then you can click any keyword to view the region those visits are from. If you click the region, you can view the cities within that region. Again, this report can help you identify mobile traffic from organic search, the keywords being searched for, and identify if these are potential customers (based on their proximity to your local business).

Bonus: Access the Custom Report Template
As an added bonus, I have shared the template for this custom report and you can access it by clicking the link below. Once you click the link, you can add this template to a Google Analytics profile and start using the report today. You can also analyze the report setup so you can work through creating similar custom reports. Click the following link to access the custom report for organic search visits from mobile devices.

Summary – Customize It!
I hope this post helped clear up some of the confusion associated with building custom reports in Google Analytics. I love that Google added the ability to customize standard reports, since that’s sometimes all you want to do… If you are new to custom reports, then I recommend starting with a standard report and then customizing that report to fit your needs. Going through that process should help you get more comfortable with working in report builder and could lead to more advanced custom reports. And that can all lead to advanced analysis of your traffic. Good luck.

How To Troubleshoot Authorship Markup When rel=author and rel=publisher Clash [Case Study]

February 21, 2012 By Glenn Gabe

Last year, Google rolled out authorship markup which displays author information (including a thumbnail image) right in the search engine results pages (SERPs). It can be extremely powerful and can absolutely make your content stand out. For example, here’s what a search result looks like for my post about bounce rate and exit rate.

With author details in the SERPs, a thumbnail image shows up for the author, there’s a link to the author’s Google profile (or Google+ profile), and you can link to additional posts from that author right from the search listing. If you are logged into Google+, you can also circle that author right from the search results. This can all lead to higher levels of trust with users, which can lead to higher engagement and click-through. Think about it, if Google is highlighting the author by providing all of the information I listed above, it can bring a higher level of credibility when users are searching for solutions, answers, help, etc.

The Problem with Authorship Markup
Although authorship markup can yield powerful results, there are some problems associated with it. As many webmasters have found out the hard way, adding authorship markup to a website or blog can be confusing. Google lists several ways you can add authorship markup to a website, which is both good and bad. It’s great to have options, but it leaves too much room for error, especially for non-technical website owners.

Also, since you’re never given all the feedback you need to make sure authorship markup is working, it can lead to a flawed (or botched) implementation that goes untouched and unfixed for too long. Google does provide the Rich Snippets Testing Tool, but it doesn’t include detailed instructions for making changes (nor does it always provide clear information).

Since Google doesn’t guarantee it will show author details for all markup implementations, you basically have to wait it out and see how the new markup takes. If it takes, you’ll see the robust search listings I showed you earlier. If it doesn’t take, you’ll see the standard listings (all text).

Again, not every author is eligible for author details in the SERPs. That’s algorithmically determined. Therefore, you won’t know right away if it’s your setup that’s the problem, or if you just aren’t eligible. As you can guess, this can be very frustrating for webmasters.

Yes, It Gets More Complicated, Enter rel=publisher
With the rollout of Google+ business pages, Google added a way to connect your business page with your website (and vice versa). The benefit of doing this is that a company can share +1’s across its website content and business page on Google+. It also makes you eligible for Google+ Direct Connect.

The Google+ Developers Page About Connecting a Website to a Business Page:

In order to connect your Google+ page with your site, you need to add more code. Google recommends adding a snippet of code to the head of your webpages using rel=publisher. The problem, once again, is that webmasters were adding the code, but never knew if it was implemented correctly. In addition, people were confused whether rel=publisher would work with rel=author? Could the two pieces of code be located on the same page? How would Google handle that? And would it screw up authorship markup? These were all good questions, and again, it caused a lot of confusion for webmasters.

Fixing a Botched Implementation
So, based on what I listed above, there are definitely webmasters out there who have implemented authorship markup that aren’t reaping the benefits in the SERPs. I know how frustrating this can be for webmasters, since I just finished helping one site fix a botched implementation. The author was at her wit’s end. And she isn’t alone.

But don’t fear. I’m going to explain what went wrong so you don’t make the same mistakes. I also hope this post can help you troubleshoot implementations that aren’t yielding the desired results. For example, if the SERPs don’t display author information, thumbnail images, etc. Let’s learn more about what was happening.

Some Background Information About The Setup
The site in question had implemented rel=author by linking directly to the Google+ profile for that person (it was a single author blog). According to Google, you can implement authorship markup this way, as documented in their help section about authorship markup. Note: Google just added a new way to add authorship markup, but the original methods are still supported.

With regard to the company I was helping, linking directly to a Google profile from each piece of content is easy, but it’s not what I recommend. Instead, I recommend linking to a dedicated author page on your site using rel=author, which then links to a Google profile using rel=me. Then you would link back to your author page from your Google profile using rel=me to complete the process. This three way linkage seems to work best, based on my experience.

If you haven’t dealt with authorship markup yet, then I’m sure the last paragraph completely confused you. :) Stick with me, though. There’s a good lesson to learn. Back to the site I helped.

So, the site in question was linking directly to a Google profile from each piece of content on the site. Then the Google profile was linking back to the site using rel=me. Using the Rich Snippets Testing Tool, the implementation of authorship markup looked correct. Also, for a short period of time, author information did show up in the SERPs (according to the company). All looked good from their end.

An example of using the Rich Snippets Testing Tool to view authorship markup:

Adding Complexity – Connecting a Google+ Page with a Website
Then Google+ business pages rolled out and Google recommended that webmasters link their websites to their Google+ business pages using rel=publisher (as I covered earlier). So the site did just that, adding rel=publisher to each page of the site (using the code that Google provided), which was included in the Google help documentation.

When testing the pages using the Rich Snippets Testing Tool after rel=publisher went live revealed some strange results. The tool said authorship markup was correct, but the SERP preview showed the business page as the author. Needless to say, that’s not what the author wanted. After the site got crawled again, author details disappeared from the SERPs. Instead, just the typical SERP details were displayed. Note, rankings were unaffected (which you would hope would be the case), but author details, including the beautiful thumbnail image, were gone. Weeks went by and nothing changed in the SERPs.

The Fix
When I got involved, I immediately had a few recommendations:
1) I wanted to remove rel=publisher from each page of the site, other than the homepage. I believed that was confusing Google and could be screwing up author details in the SERPs.
2) I wanted to revamp the way authorship was installed on the site. Instead of linking directly to the Google profile from each page of the site using rel=author, I recommended adding links to a dedicated author page on the site using rel=author. Then, as I covered earlier, the website should link to the Google profile from the author page using rel=me. And last, they should add a link from the Google profile to the author page using rel=me. That’s the three part linkage I mentioned earlier.

The Results & Key Takeaways
After implementing the changes listed above, we needed to let the site get crawled again. This took about 5-6 six days. After which, I was excited to see that author details were back in the SERPs! For each piece of content ranking in Google, you can now see all the beautiful SERP details via authorship markup. And yes, it makes a huge difference for the site and author I helped. The listings just stand out.

So, if you have implemented authorship markup, while also connecting your site to your Google+ page, then beware of a botched setup. If you believe you should have author details showing up in the SERPs, but aren’t seeing them, don’t automatically assume you aren’t eligible. Some of you might be eligible… I recommend double-checking your setup, having someone familiar with SEO check it out, and then making changes, if necessary. Then it’s just a matter of waiting to get crawled again (which varies depending on your specific site).

So don’t hesitate, enhanced SERPs await. :)

Search, Plus Your World and the Power of the Google+ Outlier

January 19, 2012 By Glenn Gabe

Change occurs at a frantic pace in digital marketing, and I love that about the industry. It definitely keeps you on your toes. There are times that small changes occur, and you can barely notice the changes. And then there are times that major shifts occur. Shifts that drastically change how companies need to think about marketing. This month, one of those major shifts occurred in Search, and as you can guess, Google drove the change.

On January 10th, Google announced Search, Plus Your World, which in certain cases, drastically impacts the search results for users. Search, Plus Your World is Google’s big push to tie Search with Social (using Google+ as its foundation). Google+ is growing rapidly, and based on the impact that Search, Plus Your World can have, it’s only going to keep on growing.

What is Search, Plus Your World?
With Search, Plus Your World, the search results are being tailored by your social connections (and weighted heavily by Google+). Personalized results can contain user profiles, posts, shares, images, related people and pages, etc. from your social connections, along with standard search results (the results you have been seeing for some time).

Google now presents a toggle so users can switch between personalized results and search listings without personalized results. In addition, there is an option at the top of the screen showing you how many personalized results are possible (based on your connections in Google+). Clicking this link is a “pure” personalized experience, showing you a full listing of personalized results. And last but not least, autocomplete can now contain user profiles (when you search for people). Talk about having an impact on online reputation management. Thumbnail images showing up in autocomplete is darn powerful. Note, personalized results contain a small blue icon next to the them (shaped like a person).

For example, here are the personalized search results for “android smartphones” when I’m logged in:
Click the image to view a larger version.

And here are the un-personalized results:
Click the image to view a larger version.

And here are the “pure” personalized results (by clicking the link at the top of the search results):
Click the image to view a larger version.

Yes, there’s a big difference between the three screenshots, especially the pure personalized results. Note, the default view is personalized (the first screenshot). Then you can toggle between un-personalized and personalized by clicking the icons in the upper right-hand corner. The pure personalized results can be accessed by clicking the link above the search results (which shows thumbnails of your connections next to the link). See below:

The Search Plus Your World Toggle Buttons:

Your Google+ Perspective Means Everything
As I’ve been reading numerous blog posts about Search, Plus Your World, I think one point is getting lost. What you see in the search results is your own view, based on your own social connections. That view completely depends on the number of people you have in your circles, and what they are sharing. If someone has 1000 people in their circles, they are more apt to see personalized results for a number of topics than someone that has 50 people in their circles. That said, if you are in someone’s circles that doesn’t have a lot of connections already, then you have a strong chance of showing up for searches focused on your niche, location, etc. I cover this in more detail below.

Although Google+ is growing rapidly, it still hasn’t reached the number of users that some other popular social networks have. The fact of the matter is that there are still a lot of people not using Google+, or not using it regularly. Connecting with these outliers when they join Google+ presents a strong opportunity for current users of Google+ to influence their search rankings. For example, if you are brand, business owner, etc., you have a chance of directly influencing their search results if you become one of their connections. And when I say “influence” their search results, I’m not kidding. Read on.

The Power of The Google+ Outlier
After Search, Plus Your World launched, I received a very interesting email from someone that had added me to their circles. She was new to Google+ and didn’t have many people in her circles. And from what I can gather, I was the most active out of them all. This once Google+ outlier couldn’t help but view a boatload of information from me when she searched Google. Search results-wise, it wasn’t “Search, Plus Your World”, it was more like “Search, Plus Glenn’s World”. And that presents a huge opportunity for businesses looking to get noticed in Search.

When searching for anything related to technology, marketing, advertising, mobile, social, etc., I was there. The standard personalized results had several listings from my activity on Google+. That’s great, but it got even deeper when she clicked on the “pure” personalized results. When clicking the link to view all the personalized results, I was in almost every single listing. That’s incredibly powerful, and could very well be happening to a lot of people new to Google+. You can see a few examples below.

Outlier Example 1: Example of personalized results for “Google Analytics”:
Click the image to view a larger version.

Outlier Example 1a: Example of pure personalized results for “Google Analytics”:
Click the image to view a larger version.

Let’s try a search for a location:
Outlier Example 2: Example of personalized results for “Princeton, NJ”:
Click the image to view a larger version.

Outlier Example 2a: Example of pure personalized results for “Princeton, NJ”:
Click the image to view a larger version.

After reviewing the screenshots above, you can see that I was listed several times in the personalized results, but also dominated the pure personalized results. Google may adjust the level of personalization in the future (as they test this out), but for now it’s heavily weighted by your Google+ connections.

Key Points To Consider:

There are many Google+ outliers now. You should think about the best ways to get in their circles (especially when they first make the move to G+.)
Keep sharing high quality content about your given industry, niche, etc. The more you share on Google+, the more opportunity you have for showing up in someone’s personalized listings. And for outliers that make the move, you might be able to dominate the results.
The sharing effect with outliers won’t be strong (at least on Google+). That said, they might be heavily using Facebook, Twitter, LinkedIn, etc. Additional shares might come, but those shares might come via Facebook, Twitter, etc. You can always use Google Ripples to analyze content you are sharing on Google+.
Don’t overlook people that are new to Google+. Who cares if they only have a few connections. You can be one of them, and then show up when they search (a lot).

Summary – Entering “Their World”
If you have been sitting on the sidelines with Google+ (as an outlier), now is the time to jump in. It’s going to be incredibly important for you, your business, your influence, and your rankings. In addition, if you are already on Google+, don’t overlook the outliers that will soon join Google+. Search, Plus Your World provides an unprecedented opportunity to rank for extremely targeted queries. The opportunity cost of sitting on the sidelines is enormous. So start today.

And oh yeah, don’t forget to add me to your circles. :)

How To Use Google Plus Ripples To Analyze Content, Sharing, and Influencers

November 10, 2011 By Glenn Gabe

Being neck deep in digital marketing, I can’t get my hands on enough data! Analytics is a core service of mine at G-Squared and I’m always looking for more sources of quality data (and tools that give me that data). Based on my experience over the past 16 years, I’m a firm believer that digital strategies should be guided by hard data and not opinion. And to me, Social Media Marketing should be no different. Yes, it can be a bit more challenging to get that information, but performance should dictate future efforts.

A core piece of Social Media Marketing involves the building and sharing of content. This includes developing the right content and sharing that content via number of mechanisms. It’s also incredibly important to build a following across social networks in order to spark that sharing, when you need it. That said, there are many times that marketers build some content, quickly shorten a URL, share on Twitter, Facebook, and Google+, and then lose sight of that content as it hits the web. Sure, you can get some insight via various tools in the market, but it’s darn hard to track content as it gets shared across social networks. That’s an unfortunate reality.

So, wouldn’t it be cool if you could post an update and then view how that update was shared across a specific social network, including identifying influencers along the way? Yes, that’s my subtle lead-in to a free social analytics tool that enables you to do just that. It’s called Google Plus Ripples, it’s already live, and you can tap into its power right now. In addition, I’m going to help you understand more about Ripples and how you can use the functionality to impact your digital marketing efforts.

An Introduction to Google+ Ripples
Google Plus Ripples presents an interactive graph of public shares on Google+. It’s free to use and comes built-in with Google+. Ripples will visually show you who has shared a public post, along with any reshares. People who have shared a post will show up as a circle in the graph, and inside their circle, you can see others who have reshared that person’s post.

In addition, the size of each circle reflects the relative influence of that person. While interacting with the Ripple, you can hover over a member’s name to reveal their photo, name with a link to their profile, and their comment when they reshared the post. The graph is interactive, so you can zoom in, move around, etc. It’s awesome and enables you to drill into the various people (and now pages) that are sharing posts. To access a Ripple, click the dropdown arrow in the upper right-hand corner of any public post in Google+. Then click “View Ripples”.

Here is a screenshot of a Ripple in action:

Hovering over a user brings up their share, comments, and a link to their profile:

The right sidebar contains the comments users have added when resharing the post. These are the same comments you will see if you hover over a person’s name in the graph. The sidebar lets you get a quick view of the comments people are adding as they reshare a post.

But we’re not done yet. Below the graph is a timeline that shows how the post has been reshared over time. You can click the play button to view an animated representation of how that post has been shared by users on Google+.

And last, but not least, you can view additional statistics below the timeline, including Social Hubs (people with the most reshares), the average chain length, and the native language in which the post was shared.

A few important notes:
* Ripples only show public shares, so you are not seeing 100% of the activity for each post.
* Ripples will show activity over the past 53 days. I don’t know why 53 days was chosen, but that’s what is listed in Google’s Help Center for Ripples.
* You can share any Ripple, by copying the URL and sharing with others.

How Digital Marketers Can Use Ripples:
I don’t know about you, but I think this is a pretty nifty tool Google has given us for free. Used properly, it can provide important insight for digital marketers. I have provided some ways you can use Ripples today to analyze how content gets shared across Google+.

1. Find and Connect With Influencers by Vertical
Finding the right people to connect with across social networks can be a daunting task. Google Plus Ripples enables you to see who has interest in specific pieces of content, who reshares posts, what they are saying about those posts, etc. In addition, you have a mechanism for viewing their profile right from Ripples (by clicking their names in the graph or from the right sidebar). This enables you to find people that 1) are actively sharing content, 2) are interested in content within a specific category, and 3) might be providing how they feel about that topic via their comments. That’s outstanding data for anyone looking to follow the right people.

For example, if you focus on selling the latest computer gear, then finding people that actively share content about computer gear is obviously a smart thing to do. Using Ripples, you can find those people, and then find the downstream users that reshared posts. Compare that process to browsing Circles to find people to connect with. I’ll take a user that actively shares over a profile bio any day of the week. :) Remember, these can be the people that end up resharing your own posts about a given subject.

2. Analyze How Various Types of Content Get Shared (and Which Types of Content Get Shared The Most).
If you are developing a content generation strategy, then analyzing Ripples can be incredibly powerful. Using the functionality in Ripples, you can identify the types of content that get shared heavily, how that content is written or presented, and which members are sharing it. You can also view comments about the content, which can tailor your own content generation plan.

For example, you can track how blog posts, videos, infographics, and whitepapers all get shared within your vertical. Based on the data you collect via Ripples, you can tailor your own content plan (which can give you a greater chance of success). Building content takes time, resources, and money. Ripples enable you to analyze what works and what doesn’t within your specific category. You can also combine this data with an inbound link analysis to view activity, shares, comments, and then inbound links that the content has built. More about linkbuilding below.

3. Using Ripples Data for Linkbuilding
Linkbuilding for SEO is extremely important. When developing a linkbuilding strategy, you want to identify the right content to produce, while also finding the right people to connect with that can potentially link to your new content. Google Plus Ripples provides a way to view both pieces of data.

As I explained earlier, you can view how pieces of content get shared and who is sharing that content. But then you can also correlate that information with the number and quality of inbound links the content is generating. Therefore, you can determine what to build, and who to connect with, in order to start building high quality links to your content.

Summary – Watch the Ripples
I hope this post helped explain what Ripples are and how to use them to analyze content, shares, and influencers on Google+. I’m excited that Google decided to empower users by providing a free social analytics tool that’s interactive, easy to use, and extremely valuable. Now it’s time for you to try out Google Plus Ripples. I have a feeling once you dig in, you’ll see how powerful it can be.

When We’re All On Page 1 – The Potential Impact of Google’s Infinite Scroll

September 13, 2011 By Glenn Gabe

Last month, there were several sightings of Google testing “infinite scroll” in its main search results. If you’re not familiar with infinite scroll, it would all but eliminate the need to click through to page 2, 3, and beyond of the search engine results pages (SERPs). Instead, you could simply click a button at the bottom of the search results to “show more results”. Then via AJAX, Google would load additional sets of search results. Yes, that means we would all achieve page 1 rankings. Not exactly, but you get the point. :)

Note, Google Images already uses infinite scroll, and Yandex just rolled it out on yandex.ru last week. You can check out both properties to see how it works. You can also check out the YouTube video below to see one of Google’s tests in action.

Google Testing Infinite Scroll (Credit: Waebo):

Google has also been testing a locked search bar (the header), which makes sense. Google will still want users to be able to refine their searches, even when viewing additional sets of results via infinite scroll. By implementing a locked header, the search bar would remain at the top of the page as you scroll down. It’s similar to freezing a row in Excel. The search box would always be accessible.

The Potential Impact of Infinite Scroll
It’s widely known in Search that many people won’t click through to page 2 or beyond. This has been highlighted in various studies, and I also documented this when analyzing the long tail of SEO. Instead of clicking through to page 2, many users would scan the top listings on page 1 and then refine their queries if they didn’t find what they needed. This obviously made ranking on page 1 extremely important, but also made targeting the long tail extremely important (as you would want to rank for long tail keywords that followed searches for head and torso terms).

So, now that Google is testing infinite scroll, there are many questions about how this could impact organic search, paid search, local search, etc. Therefore, I spent some time taking a look at infinite scroll, with the goal of trying to determine its potential impact. Below, I’ll cover several ways that the Search results could be impacted by infinite scroll and what this means for companies trying to gain more exposure, clicks, and sales. Note, I did not cover every possible way that infinite scroll could affect the Search results. Instead, I focused on some core elements within each category of Search.

Multiple Number 1 Rankings
Prior to infinite scroll, if you didn’t rank on page 1, you would need to rely on users clicking through to page 2 and beyond to see your listings. With infinite scroll, users might be more apt to simply click a “show more results” button to reveal another set of listings on the same page. If that’s the case, then rankings 11, 21, 31, etc. will become more important real estate-wise. Sure, they won’t be as strong as a true #1 ranking, but the first listing in a new set of results will give that listing more exposure than it gets now.

In addition, this doesn’t just apply to rankings 21, 31, etc. The first few listings in each new set will increase in importance. We know via eye tracking studies that users tend to focus on the first few listings in the search results and then their focus fades as they scan down the listings. If you have content ranking high on page 2, those listings could very well gain more exposure when infinite scroll kicks in.

Standing Out Via Universal Search
When infinite scroll kicks in, users might be viewing many more listings per search session (versus just 10). For example, if someone clicks the “show more results” button twice after searching, they will see 30 listings. This leads me to think that Universal Search will become even more important than it is now. If you’re not familiar with the concept of Universal Search, it’s the blending of various types of content in the SERPs. For example, video, images, news, blog posts, shopping, etc.

An example of universal search in action (Shopping Results):

Universal Search can help you stand out, since it often includes image thumbnails, whether that’s a video thumbnail, news thumbnail, product thumbnail, etc. With infinite scroll, users might be scanning 30 or 40 listings to find what they need. If you make sure that you target various types of content with a strong content generation strategy, you can have a greater chance at showing up within the blended results. And that can very well lead to more exposure and click-through.

Rich Snippets Will Become Richer
Similar to what I explained about Universal Search, rich snippets could become more important too. If you’re not familiar with rich snippets, you should start researching the topic today. The core engines have come together to support schema.org markup , which can provide more information about content across the web. For example, you can use markup on your site for articles, events, ratings, reviews, people, etc. Rich snippets enhance listings in the SERPs, and each snippet can look different based on the data at hand.

When you break it down, the engines advocate using this additional markup, the snippets can help your listings stand out, and the markup is relatively easy to implement. Again, I recommend understanding how rich snippets work and then determine how your content can benefit from adding the necessary markup. You can see an example of a recipe rich snippet below.

An example of rich snippets in action (recipe):
Rich Snippet Example (Recipe)

(Stronger) Paid Search Inventory
Although Google already provides additional paid search ads when users click through to page 2 and beyond, we know that many people don’t take the effort to actually venture beyond page 1. Since Google generates ~97% of its revenue from paid search, ad inventory is very important. With infinite scroll, I believe users will be more apt to load additional sets of search listings. If this is the case, then AdWords inventory will increase, which can help both paid search advertisers and Google. In addition, I believe the “new” ad space will be stronger for advertisers. The increased ad inventory can help both advertisers gain more exposure and clicks, while also helping Google increase revenue. It’s a win-win.

Similar to what I explained about the organic listings, there will now be multiple top paid search rankings. If your paid search ads did not reach page 1 due to a lower Ad Rank, you now may have a greater shot at a top ranking (as users load additional results). We’ll have to see what the final implementation looks like for infinite scroll, but Yandex manipulates the page to jump the new set of listings to the top of the page. If that’s the case, the top paid search listings on load 2 and beyond will look very similar to what it looks like on page 1. And again, infinite scroll could increase the amount of time these ads show up, which can obviously impact impressions, clicks, and sales.

Paid Search Ad Formats and Ad Extensions
Both ad formats and ad extensions in SEM will become even more important when infinite scroll rolls out. If a user is viewing additional sets of paid search listings, then having your ads stand out is very important. I see this already with my own clients when they effectively use ad sitelinks, location extensions, product listing ads, product extensions, etc. If you aren’t familiar with the various ad formats and ad extensions available to AdWords advertisers, then now is a good time to research them. For example, by using the range of ad extensions, your ads gain more real estate and provide additional visuals that can help your ads stand out, gain more credibility, and enhance click-through. And those are all good things in SEM.

An example product listing ads (AdWords):
Example of Product Listing Ads in AdWords

Local Search, More Places To Choose From
Similar to organic search, rankings #11, 21, 31, etc. will be additional #1 spots for local businesses. Obviously the first set will be more important, but 11 won’t be so bad either (if infinite scroll is used more than clicking to page 2). Place Search is critically important for local businesses. With infinite scroll, more places can be dynamically displayed, which can help even more local businesses gain much-needed exposure.

In addition, if set up and managed correctly, the combination of paid search and place search could be extremely powerful for local businesses. As I explained earlier with paid search, there will be more ad inventory as users load more results using infinite scroll. Ensuring you have a solid local paid search strategy will be extremely important. Also, I mentioned ad extensions earlier in the post. Location extensions and call extensions can be a local business owner’s best friend. They enable advertisers to provide address information and a clickable phone number right in the search results.

Social and Google+
If more people use infinite scroll to view additional listings, Google could possibly add more Google+ related information in the right sidebar (along with ads and/or universal search elements). For example, if a user loads additional sets of listings via infinite scroll, Google could decide to provide social recommendations in the right sidebar that drive users to Google+ (to either sign up or to interact with other users and organizations).

Also, and it’s something I mentioned in my post about Google+ Advertising opportunities, advertisers might be able to run Google+ ads that leverage both Search and Social information. As I explained in my post, Google will be the first company to close the loop between Search and Social. This can enable Google to drive more advertising revenue, while also helping Google+ grow (which of course can lead to more users, more ad inventory, more revenue, etc.)

Infinite Summary
We’ve seen the tests, we’ve seen it in action on Google Images, and now Yandex has rolled it out. In my opinion, infinite scroll is coming soon to a SERP near you. I hope my post explained the potential impact that infinite scroll could have on organic, paid, local, and social search. Let’s face it, if Google can enhance usability, increase ad inventory, gain more clicks for advertisers, while also increasing revenue and profitability, why wouldn’t it implement infinite scroll? Now the ball is in your court. I recommend reviewing your digital marketing efforts to make sure you’re ready for infinite scroll.

And by the way, now is probably a good time to visit page 2 and beyond before they are gone forever. Go ahead and click past page 1, take some screenshots, and then say your goodbyes. It won’t be long now…