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Archives for January 2014

In-SERP Hover Cards – How Google Could Surface Your Answers, Products, Downloads, Reviews, Events, and More Directly in the Search Results

January 27, 2014 By Glenn Gabe 2 Comments

New Google Hover Card in SERPs for Beats Music
Last Wednesday, Google rolled out new functionality in the search results, which sure got the attention of SEOs across the industry.  Now when searching for information, you will sometimes see an additional link directly in the search results for specific organizations and/or websites.  Users can click on that link to view additional information about that organization right in the search results (via data from Google’s Knowledge Graph).

Google states that this can occur for websites that are “widely recognized as notable online, when there is enough information to show or when the content may be handy for you.”  When clicking the link next to the URL in the search snippet, a small window opens providing the information.  It’s basically a hover card that provides additional information.  This is an important move by Google, since users don’t need to leave the search results to find more information.

Here’s an example of the info card for Netflix:
New Google Hover Card in SERPs for Netflix

The information displayed in the hover card is based on Google’s Knowledge Graph, or data that Google has collected about “real world things”.  Knowledge Graph data comes from a variety of trusted sources, including Freebase (which Google acquired), Wikipedia, CIA World Factbook, etc. As of July of 2012, Google had collected information about 570 million entities, including 18 billion facts and connections.

To quickly summarize the new addition to the search engine results pages (SERPs), if you are searching for answers, and Google has information in its Knowledge Graph about the sites ranking in the search results, you just might see that new link appear directly within the search listing.  And if you click that link, you’ll see Knowledge Graph data in a small window directly in the search results.

Hover Creep: Your Content, Answers, Products, and Downloads Directly in the Search Results?
As I was testing these new “Info Cards”, I started to think deeper about what was occurring, and how this might be the next phase of a monumental shift for Google.  Over the past few years, SEOs have seen Google provide more and more information directly in the search results.  For example, check out all of the types of answers Google will provide right in the results (courtesy of Pete Meyers).  Based on this shift to the all-knowing SERP, many SEOs believe that at some point, Google won’t need to drive users to third party websites anymore.  Instead, maybe it could provide all the information directly in the results.

Don’t believe me?  How about this search for “calories in bananas”:
Nutrition Information in the Search Results

 

Expanding Hover Cards – Coming Soon to a SERP Near You
Based on how much information Google is already providing in the search results (driven by Knowledge Graph data), combined with new hover card functionality in the search results, is it really far-fetched to think Google could expand this approach?  Sure, it won’t happen overnight, but as Google collects and trusts more information from trusted third parties, it could absolutely start providing that data right in the search results.

And that little popup window (hover card) is the first sign that Google isn’t afraid to add more information directly in the SERPs for specific listings.  Let’s face it, providing author details (based on authorship markup) is one thing.  But using a hover card to provide more content per search listing is another.

And maybe this is just a test to see how users react before rolling out more and more content directly in the search results.  And maybe it’s not limited to content… maybe other types of functionality are coming, like ecommerce functionality, downloads, sign-ups, etc.  Now that would be interesting, unless of course, you’re the owner of that content, download, etc. who gets cut out of the process.  Yes, beware the hover card.

So, let’s have some fun and explore what this could look like and how it could work.  It just might be closer than you think.


Trusted Sources, and a Note About Publishership
Some of you reading this post might be wondering how Google could verify typical websites, especially since it’s using trusted data for the recent release of “info cards”.   For example, Google trusts the data in its Knowledge Graph, so it’s comfortable providing the popup window with more information about certain entities.  But will it do this for the average site on the web?  If Google is going to provide more information directly in the search results, then it’s going to have to trust those third party websites, and their content, to do so.

Although many website owners have been focused on authorship markup, where author details can show up in the search results, there is publishership as well.  By claiming publishership (rel=publisher), Google can connect a website to an entity in Google Plus (similar to the way an author is tied to a G+ profile).  That connection could possibly be the basis for providing more content in the search results.  And yes, this could drive even more people to Google+ over the next few years.

By the way, just last year Google tested out showing publisher images in the search results (similar to author details).  I saw the test live, and others did too.  I almost fell out of my seat when I saw client logos in the search results.  That test was removed quickly once word started getting out, but here’s a screenshot of what that looked like.  Check out the publisher image in the search results below:

Publisher Markup in the Search Results

So, if Google understands more about a website via publishership, maybe it can use data from the website to provide more information directly in the SERPs.  Hey, it’s entirely possible.

Now, if this was the case, at least website owners could remove publishership from their sites (if they didn’t like Google providing more data directly in the search results).  But that could be a double-edged sword for content owners.  Sure, you could stop Google from providing your answers in the search results, but maybe Google won’t rank your listings highly anymore (since it’s getting more engagement from listings that provide the in-SERP functionality).    Who knows, I’m just thinking out loud here…

Now let’s take a look at what could potentially appear in the SERPs if this comes to fruition.

Hover Cards and Google – The Various Types of Content and Functionality That Could Appear Directly in the Search Results
Based on what I explained above, how could Google implement additional content or functionality directly in the search results?  And what would it look like?  I started brainstorming a few different ways this could happen and have provided some possibilities below.  Note, these are just some logical options based on what I’ve seen happening with Google and its search results over the past few years.  There are definitely more possibilities than what I’m listing below, but this is a good start.

And yes, in-SERP content and functionality could have a huge impact on websites and businesses.  I’ll cover more about that later in the post.

1. Direct Answers (From Your Site)
There are a lot of companies receiving traffic from users based on queries for direct answers to questions.  Again, Google is already providing many answer boxes for various topics (as covered earlier).  But that’s not per listing in the search engine results pages…  it’s usually via an answer box at the top of the search results.  That’s much different than a hover card per search listing (or for certain listings in the SERPs).

Let’s use my website as an example.  How about a search for “how many dmca requests google impact”?  That’s a search related to the Pirate Update, which I covered extensively in a post in December.  If Google provides the answer in the SERP via an “Answer Card”, it could look like this:

Google Answer Card in the Search Results

If this type of answer card rolls out, and the hover card provides enough of the answer, users will never hit your site.  So, if you are hoping that users visit your site to find the answer, and then take some other action on your website, good luck.  You better start thinking of another way to get that to happen.

2. How-Tos  or Tutorial Segments
If someone searches for how to perform a certain task, and that task is limited in steps, then maybe that information could show up in the search results via a “Tutorial Card”.  Or maybe someone is searching for a specific step in a tutorial.  Google could provide just that step in a hover card directly in the SERPs.

Google Tutorial Card in the Search Results

3. Product or Service Information
If someone is interested in a certain product category or service, then maybe that information is pulled directly from sites in that niche.  For example, if someone searches for “IT consulting” or “computer science” or “4K television”, Google could provide that information directly in the SERPs via a “Product or Service Card”.  For example:

Google Category Card in the Search Results

4. Ecommerce – Fighting Amazon via the “Ecommerce Card”
Information is great, but let’s talk about ecommerce.  Google and Amazon battle heavily in the ecommerce space.  Sure, Google doesn’t sell anything directly, but they make a boatload of money via paid search.  And product listing ads (PLAs) are at the heart of that growth right now.  On the flipside, many people go directly to Amazon to search for products.  That’s the result of a huge inventory, a boatload of review data, and Prime membership (with free, two-day shipping).

But, what if Google decided to provide one-click ecommerce functionality directly in the SERPs?  This could be handled by connecting your Google profile to Google Wallet and buying products directly in the SERPs via the “Ecommerce Card”.  This would be amazing for people that already know which product they want to buy.  It could look like this:

Google Ecommerce Card in the Search Results

And yes, this would be like AdWords on steroids since Google could generate revenue via the organic listings by earning a percentage of the sale.  Holy cow.  :)  More about the ecommerce impact later in this post.

 

5. Reviews
Going even further with our ecommerce example, if someone searched for reviews of a product or service, Google could surface that information and provide it directly in the “Review Card”.   For some people, the review snippet below would be enough.  And that could drastically impact the downstream traffic to pcmag.com.

Google Review Card in the Search Results

6. Downloads
Along the same lines, what if you were looking to download content via pdfs (or other formats)?  Imagine Google provided this download functionality via a “Download Card” directly in the search results.  Google could scan each file for malware and tee it up for users to download.  And if you want to charge for that file, then you can combine the “Ecommerce Card” with the “Download Card”.  That would be a smart combination for sure.

Google Download Card in the Search Results

7. Sign-ups/Registration
Looking to sign up for a webinar, join an email list, or confirm you’ll be attending an event?  Registration functionality could also be provided directly in the search results.  Actually, Google has already been testing functionality for joining email lists in AdWords (via ads in the search results).  This could easily be included in a “Registration Card” directly in the organic search results.

Google Registration Card in the Search Results

I can keep going here… but I think you get the picture.  And these hover cards don’t have to be limited to Knowledge Graph data.  If Google can verify certain entities, then it can feel comfortable providing more information to users directly in the search results.  That data could be answers, information, coupon codes, medical information, pricing, reviews, downloads, list signups, ecommerce functionality, and more.

 

What Happens if this Rolls Out?
Website owners will riot in the streets.  :)  Ok, maybe not literally, but this could cause serious problems for many business owners.

Publishers with an Ad-Driven Model
Let’s start with websites earning advertising revenue based on traffic.  Well, if a site is charging a CPM (or cost per thousand impressions), and 40% of its traffic goes away, their revenue will take a huge hit.  And as their traffic numbers plummet, so will their ability to sell advertising on the site.  Publishers will once again need to figure out other ways to monetize, which is no easy feat.

Ecommerce Retailers
Next on the list are ecommerce retailers.  The once pure, ROI-driven organic results will now be asking for a commission.  If Google does roll out the ability to buy directly from the search results via one-click “ecommerce cards”, then it will surely want a cut of the sale.  Remember, advertising comprises a huge percentage of Google’s revenue and product listing ads are doing extremely well for them (via AdWords).  But having the ability to sell via the much larger set of organic listings could be huge for Google.

Blogs and Resources
For those writing great content on blogs and resource websites, then the possibility of having that content surfaced in “answer cards” could be a big problem (although not as big of a problem as large publishers and ecommerce retailers).  The real downside here would be users gaining answers based on your hard work, without needing to visit your site.

And if they don’t visit your site, they can’t find out more about you, they can’t subscribe to your feed, find your social accounts, or contact you.  I’m sure some users will decide to visit the site, but a certain percentage surely won’t.  This could lead to a drop in awareness, which could impact multiple channels for content owners.  i.e. less subscribers, twitter followers, facebook fans, etc.  And of course, this could impact leads and new business for the organizations publishing content.

Hover Card Extensions – A Note About Ads
It’s hard to write about Google without bringing up advertising.  Again, advertising drives ~96% of Google’s revenues, so these new hover cards would probably have some type of advertising component.  I already mentioned the revenue that ecommerce cards could drive (via a percentage of the sale), but Google could absolutely add sponsored information to hover cards.

For example, imagine having the ability to promote certain pages on your site (to increase click through), provide the ability to subscribe to a feed, follow you on Google+, etc. right from the various hover cards.  This type of ad extension could easily be included in the AdWords platform.  And if that happens, Google could expand AdWords-like functionality to the organic listings.  As long as it’s clearly labeled, and it’s actually helpful to users, then it’s a huge win-win for Google.  Users get what they are looking for, and Google just added a massive new source of revenue.

Hover Card Ad Extensions in Google

 

Summary – Hover Cards and the All-Powerful SERP
The addition of “info cards” in the search results caught serious attention last week across the industry.  But is this just the beginning?  Is it merely a test to see how users react to providing more information directly in the search results per listing?  And if it works well, it’s hard to say how much information and functionality Google could provide in the SERPs.

Time will tell how much of what I listed above becomes a reality.  Until then, I recommend continuing to diversify your digital efforts.  If not, you run the risk of transforming from a website with a lot of traffic into a hover card sitting in the search results.  And there’s not much room to play with there.

GG

 

 

Filed Under: adwords, google, seo

Rap Genius Recovery: Analyzing The Keyword Gains and Losses After The Google Penalty Was Lifted

January 7, 2014 By Glenn Gabe 2 Comments

Rap Genius Recovers From Google Penalty

On Christmas Day, Rap Genius was given a heck of a gift from Google.  A penalty that sent their rankings plummeting faster than an anvil off the Eiffel tower.  The loss in traffic has been documented heavily as many keywords dropped from page one to page five and beyond.  And many of those keywords used to rank in positions #1 through #3 (or prime real estate SEO-wise).  Once the penalty was in place, what followed was a huge decrease in visits from Google organic, since most people don’t even venture to page two and beyond.  It’s like Siberia for SEO.

Gaming Links
So what happened that Google had to tear itself away from eggnog and a warm fire to penalize a lyrics website on Christmas Day?  Rap Genius was gaming links, and badly.  No, not just badly, but with such disregard for the consequences that they were almost daring Google to take action.  And that’s until Matt Cutts learned of the matter and took swift action on Rap Genius.

That was Christmas Day. Ho, ho, ho.  You get coal in your lyrical stocking.   I won’t go nuts here explaining the ins and outs of what they were doing.  That’s been documented heavily across the web.  In a nutshell, they were exchanging tweets for links.  If bloggers added a list of rich anchor text links to their posts, then Rap Genius would tweet links to their content.  The bloggers get a boatload of traffic and Rap Genius got links (and a lot of them using rich anchor text like {artist} + {song} + lyrics).  Here’s a quick screenshot of one page breaking the rules:

Rap Genius Unnatural Links

A 10 Day Penalty – LOL
Now, I help a lot of companies with algorithmic hits and manual actions.  Many of the companies contacting me for help broke the rules and are seeking help in identifying and then rectifying their SEO problems.  Depending on the situation, recovery can take months of hard work (or longer).  From an unnatural links standpoint, you need to analyze the site’s link profile, flag unnatural links, remove as many as you can manually, and then disavow the rest.  If you only have 500 links leading to your site, this can happen relatively quickly.  If you have 5 million, it can be a much larger and nastier project.

Rap Genius has 1.5 million links showing in Majestic’s Fresh Index.  And as you start to drill into the anchor text leading to the site, there are many questionable links.  You can reference their own post about the recovery to see examples of what I’m referring to.  Needless to say, they had a lot of work to do in order to recover.

So, you would think that it would take some time to track down, remove, and then disavow the unnatural links that caused them so much grief.  And then they would need to craft a serious reconsideration request documenting how they broke the rules, how they fixed the problem, and of course, offer a sincere apology for what they did (with a guarantee they will never do it again).   Then Google would need to go through the recon request, check all of the removals and hard work, and then decide whether the manual action should be lifted, or if Rap Genius had more work to do.  This should take at least a few weeks, right?  Wrong.  How about 10 days.

Rap Genius Recovers After 10 Days

Only 10 days after receiving a manual action, Rap Genius is back in Google.  As you can guess, the SEO community was not exactly thrilled with the news.  Screams of special treatment rang through the twitterverse, as Rap Genius explained that Google helped them to some degree understand how to best tackle the situation, or what to target.  Believe me, that’s rare.  Really rare…

Process for Removing and Disavowing Links
Rap Genius wrote a post about the recovery on January 4th, which included the detailed process for identifying and then dealing with unnatural links.  They had thousands of links to deal with, beginning with a master list of 178K.  From that master list, they started to drill into specific domains to identify unnatural links.   Once they did, Rap Genius removed what they could and disavowed the rest using Google’s Disavow Tool.   Following their work, Google removed the manual action on January 4th and Rap Genius was back in Google.

But many SEOs wondered how much they came back, especially since Rap Genius had to nuke thousands of links.  And many of those links were to deeper pages with rich anchor text.  Well, I’ve been tracking the situation from the start, checking which keywords dropped during the penalty, and now tracking which ones returned to high rankings after the penalty was lifted.  I’ll quickly explain the process I used for tracking rankings and then provide my findings.

My Process for Analyzing Rankings (With Some Nuances)
When the penalty was first applied to Rap Genius, I quickly checked SEMRush to view the organic search trending and to identify keywords that were “lost” and ones that “declined”.  Rap Genius ranks for hundreds of thousands of keywords according to SEMRush and its organic search reporting identified a 70K+ keyword loss based on the penalty.

Note, you can’t compare third party tools to a website’s own analytics reporting, and SEMRush won’t cover every keyword leading to the site.  But, for larger sites with a lot of volume, SEMRush is a fantastic tool viewing the gains and losses for a specific domain.  I’ve found it to be extremely thorough and accurate.

Checking the lost and declined keywords that SEMRush was reporting lined up with manual checks.  Those keywords definitely took a plunge, with Rap Genius appearing on page five or beyond.  And as I mentioned earlier, that’s basically Siberia for organic search.

When the penalty was lifted, I used the same process for checking keywords, but this time I checked the “new” and “improved” categories.  The reporting has shown 43K+ keywords showing in the “new” category, which means those keywords did not rank the last time SEMRush checked that query.

I also used Advanced Web Ranking to check 500 of the top keywords that were ranking prior to the penalty (and that dropped after the manual action was applied).  The keywords I checked were all ranking in the top ten prior to the penalty.  Once the penalty was lifted, I ran the rankings for those keywords.  I wanted to see how much of an improvement there was for the top 500 keywords.

Then I dug into the data based on both SEMRush and Advanced Web Ranking to see what I could find.  I have provided my findings below.   And yes, this is a fluid situation, so rankings could change.  But we have at least a few days of data now.  Without further ado, here’s what I found.

 

Branded Keywords
This was easy. Branded keywords that were obliterated during the penalty returned quickly with strong rankings.  This was completely expected.  For example, if you search for rap genius, rapgenius, or any variation, the site now ranks at the top of the search results.  And the domain name ranks with sitelinks. No surprises here.

Rap Genius Branded Keywords

Category Keywords
For category keywords, like “rap lyrics”, “favorite song lyrics”, and “popular song lyrics”, I saw mixed results after the recovery.  For example, the site now ranks #1 for “rap lyrics”, which makes sense, but does not rank well for “favorite song lyrics” and “popular song lyrics”.  And it ranked well for each of those prior to the penalty.  Although specific song lyric queries are a driving force for rap genius (covered soon), category keywords can drive a lot of volume.  It’s clear that the site didn’t recover for a number of key category keywords.

Rap Genius Category Keywords

 

Artist Keywords
I noticed that the site ranked for a lot of artists prior to the penalty (just the artist name with no modifiers).  For example, “kirko bangz”, “lil b”, etc.  Similar to what I saw with category keywords, I saw mixed results with artists.  Searching for the two artists I listed above does not yield high rankings anymore, when they both ranked on page one prior to the penalty.  Some increased in rankings, but not to page one.  For example, “2 chainz” ranks #12 after the penalty was lifted.  But it was MIA when the penalty was in effect.  Another example is “Kendrick Lamar”, which Rap Genius ranked #8 for prior to the penalty.  The site is not ranking well at all for that query now.  So again, it seems that Rap Genius recovered for some artist queries, but not all.

Rap Genius Artist Keywords

Lyrics Keywords
Based on my research, I could clearly see the power of {song} + lyrics queries for Rap Genius.  It’s a driving force for the site.  And Rap Genius is now ranking again for many of those queries.  When the penalty was first lifted, I started checking a number of those queries and saw Rap Genius back on page one, and sometimes #1.  But when I started checking in scale, you could definitely see that not all keywords returned to high rankings.

Rap Genius High Rankings for Lyrics Keywords

For example, “hallelujah lyrics”, “little things lyrics”, and “roller coaster lyrics” are still off of page one.  Then there are keywords that skyrocketed back up the charts, I mean search rankings.  For example, “swimming pool lyrics”, “marvins room lyrics”, and “not afraid lyrics” all returned after the penalty after being buried.  So, it seems that many song lyrics keywords returned, but there are some that rank page two and beyond.

Rap Genius Low Rankings for Lyrics Keywords

What About Keywords That Were Gamed?
I’m sure some of you are wondering how Rap Genius fared for keywords that were gamed via unnatural links.  For example, “22 two’s lyrics” yields extremely strong rankings for Rap Genius, when it was one of the songs gamed via the link scheme.  Actually, rap genius ranks twice in the top 5.  Go figure.

Rap Genius Rankings for Gamed Links - Jay Z

Ditto for “timbaland know bout me”, which was also one of the songs that made its way into the spammy list of links at the end of articles and posts.  Rap Genius ranks #3 right now.

Rap Genius Rankings for Gamed Links - Timbaland

And then there’s Justin Bieber, which I can’t cover with just one sentence.  Rap Genius currently ranks on page 3 for “Justin Bieber song lyrics”, when it used to rank #8!  And then “Justin Bieber baby lyrics” now ranks #12 on page 2, when it used to rank #8.  But for “Justin Bieber lyrics”, Rap Genius is #10, on page one.

Rap Genius Rankings for Justin Bieber Lyrics

Overall, I saw close to 100 Justin Bieber keywords pop back into the top few pages of Google after the penalty was lifted.  But, many were not on page one anymore… I saw many of those keywords yield rankings on page two or beyond for Rap Genius.  See the screenshot below:

Rap Genius Keywords for Justin Bieber

 

Summary – Rap Genius Recovers, But The Scars Remain
So there you have it.  A rundown of where Rap Genius is after the penalty was lifted.  Again, I can’t see every keyword that was lost or gained during the Christmas Day fiasco, but I could see enough of the data.  It seems that Rap Genius came back strong, but not full-blast.  I saw many keywords return, but still a number that remain buried in Google.

But let’s face it, a 10 day penalty is a slap on the wrist for Rap Genius.  They now have a clean(er) platform back, and can build up on that platform.  That’s a lot better than struggling for months (or longer) with horrible rankings.  As I explained earlier, too many business owners aren’t as lucky as Rap Genius.  10 days and help from Google can quicken up the recovery process.  That’s for sure.

I’ll end with one more screenshot to reinforce the fact that Rap Genius is back.  And it’s a fitting query. :)

Rap Genius I'm Sorry

GG

 

 

Filed Under: algorithm-updates, google, seo, tools

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