How semantic search drives trust and creates authority

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Semantic search bridges the online and offline worlds by mapping the connectivity of our relationships and their impact and ascribing a value score to the connection. The result is that human qualities such as trust, authority and reputation now begin to matter as they help increase visibility in search.

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  • How semantic search drives trust and creates authority

    1. 1. HOW SEMANTIC SEARCH DRIVES TRUST AND CREATES AUTHORITY David Amerland http://davidamerland.com Presented at Technical Business Groups (TBC) conference
    2. 2. Search used to be like this:
    3. 3. Which means the web used to be like this:
    4. 4. When everything is compartmentalized it becomes difficult to understand what things really mean or how true they are.
    5. 5. Websites come and go Say “goodbye” to evil: And“Hello” to friendly:
    6. 6. Welcome And anyone can be anyone…
    7. 7. Semantic Search finds and joins the dots of our digital life
    8. 8. Fleshing out the “who” from the “what”:
    9. 9. TRUST AND JUST “LIKE THAT” SCORES DETERMINED BY ALGORITHMS AND HUMAN QUALITIES BEGIN TO OVERLAP
    10. 10. BUILDING TRUST The trust growth curve Assessment Connection Contact Perception
    11. 11. What does it take? Communication Connectivity
    12. 12. Time spent building online relationships AmountofDatathatyouproduce Trust Authority Semantic Search Demands Reputation
    13. 13. Becoming an “Authority” requires: • Identity • Conversations • Sharing • Presence • Relationships • Reputation • Communities/groups
    14. 14. It all comes together in the Knowledge Graph
    15. 15. When search only looked at code it was easy to keep online and offline activities separate. Online Pressing Requirement: Clean code and smooth browsing experience Offline Pressing Requirement: increase profits at any cost.
    16. 16. Now our professional connections define who we are: Source: LinkedIn
    17. 17. The Online and Offline worlds are converging through our devices
    18. 18. By bridging the online and offline worlds semantic search makes everything we do matter.
    19. 19. Resources • <Google Semantic Search> <http://goo.gl/wcL9fS> • <Google+ Hangouts for Business> http://goo.gl/AVWmEh • http://davidamerland.com

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