Emerging Trends in Online Search

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Search is undergoing dramatic changes taking it away from a focus on keywords and websites, towards conversational search and app indexes. In this presentation Distilled discusses the ways search is fundamentally changing including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data driven search.

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Emerging Trends in Online Search

  1. 1. EMERGING TRENDS IN ONLINE SEARCH Tom Anthony Head of R&D @TomAnthonySEO Will Critchlow Founder & CEO @WillCritchlow
  2. 2. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
  3. 3. 1 IMPLICIT QUERY SIGNALS 1
  4. 4. search query “london tube stations”
  5. 5. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”
  6. 6. IMPLICIT SIGNALS: MODE OF TRANSPORT
  7. 7. • NBED - PHYSICAL WEB IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
  8. 8. TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  9. 9. My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. SERGEY BRIN GOOGLE
  10. 10. COMPOUND QUERIES 2
  11. 11. Query Algorithm Response Revised Query Algorithm Response OLD MODEL: INDEPENDENT QUERIES
  12. 12. HUMMINGBIRD Credit: mikebaird on Flickr
  13. 13. brought to you by… https://youtu.be/JfJOFvKDNu4
  14. 14. NEW MODEL: DEPENDENT QUERIES Query Algorithm Response Additional Input Algorithm Revised Response
  15. 15. https://youtu.be/M1ONXea0mXg
  16. 16. KEYWORDS TO INTENTS 3
  17. 17. Source: /u/UpboatOarKnotUpboat SEARCH HISTORY OF A 5 YEAR OLD
  18. 18. KEYWORDS INTENT IMPLICIT SIGNALS COMPOUND QUERIES
  19. 19. CONTEXTUAL SEARCHES http://selnd.com/1MnLlF8
  20. 20. WEB SEARCH TO DATA DRIVEN SEARCH 4
  21. 21. SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
  22. 22. SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
  23. 23. FROM WEB TO APP INDEXING & DEEP LINKS
  24. 24. DOESN’T STOP AT APPS ?
  25. 25. CROSS DEVICE TASKS & SEARCHES source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)
  26. 26. CROSS DEVICE: APPLE HANDOFF
  27. 27. CROSS DEVICE: SHARED SCREENS
  28. 28. DIRECT ANSWERS & CARDS
  29. 29. CARDS: UNITS OF DATA
  30. 30. CARDS: ADAPT EASILY CROSS DEVICE source: http://blog.intercom.io/the-end-of-apps-as-we-know-them/
  31. 31. CARDS: NEW MOBILE INTERFACE
  32. 32. CARDS: DATA SOURCES Knowledge Graph Data Partnerships Everything Else US
  33. 33. FACETED SEARCH: CROSS DEVICE CARDS?
  34. 34. PERSONAL ASSISTANTS 5
  35. 35. GOOGLE’S MISSION
  36. 36. ‘PERSONAL INDEX’: PHOTOS
  37. 37. ‘PERSONAL INDEX’: CALENDAR
  38. 38. ‘PERSONAL INDEX’: EMAILS
  39. 39. A single interface for all searches.
  40. 40. PERSONAL DEVICE
  41. 41. FOCUSED ON SCREEN SIZE
  42. 42. It can take photos
  43. 43. It can take photos It knows where it is
  44. 44. It can take photos It knows where it is It knows who your friends are
  45. 45. It can take photos It knows where it is It knows who your friends areIt knows if you are walking, running, etc.
  46. 46. It interacts with the world (beacons, pay, NFC)
  47. 47. It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
  48. 48. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It interacts with the world (beacons, pay, NFC)
  49. 49. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It has notificationsIt interacts with the world (beacons, pay, NFC)
  50. 50. It's actually the PC that has the limited, basic, cut-down version of the internet… it only has the web. ‘mobile first’ via Ben Evans
  51. 51. NOT JUST GOOGLE
  52. 52. MICROSOFT CORTANA
  53. 53. PROACTIVE SIRI
  54. 54. HOUND
  55. 55. FACEBOOK ‘M’
  56. 56. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS DATA DRIVEN SEARCH INTENTSKEYWORDS PERSONAL INDEX & DEVICE
  57. 57. THANKS @TomAnthonySEO @WillCritchlow

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