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The Future of Search - Will Critchlow's presentation at FODM 2013

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What's the future of search? And does it mean that the future of search marketing is just "good marketing"?

What's the future of search? And does it mean that the future of search marketing is just "good marketing"?

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  • 1. The Future of SearchWILL CRITCHLOW
  • 2. This query really shouldn’t work
  • 3. But it does
  • 4. Understand, not just index
  • 5. See reddit for moreOriginal thread
  • 6. When someone searches for “best”From Google Trends
  • 7. They probably don’t mean a pagethat says “best”
  • 8. Watch this presentation for moreRead this. Watch this.
  • 9. Present information better
  • 10. There are a lot of cards
  • 11. I have a theory that this ispositioned to train us to look inthe right hand sidebar
  • 12. I have a theory that this ispositioned to train us to look inthe right hand sidebar
  • 13. Sometimes UI helps refine the query
  • 14. All of this enablesvoice search
  • 15. Live now in Chrome and on Android
  • 16. “what time is it in New York?”
  • 17. Query refinementis called“conversationalsearch”
  • 18. Who talks to their phone?I said
  • 19. I’m coming round to the idea
  • 20. Signed-in everywhere iscrucial
  • 21. It’s really hard not to be signed in
  • 22. Chrome sync is just the beginningI predict we are going to see cookie sync
  • 23. Android blurs the line with the web
  • 24. Query enhancement isimproving
  • 25. “london tube stations”queryOld Query Model
  • 26. explicit queryimplicit queryiPhone user, on street in London“london tube stations”New Query Model
  • 27. New Query Model
  • 28. Query ScaleTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 29. Query ScaleTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 30. Query ScaleTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 31. Query ScaleTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 32. Query ScaleTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 33. Where does this end?
  • 34. My vision when we started Google 15years ago was that eventually youwouldnt have to have a searchquery at all. Youd just haveinformation come to you as youneeded it.-- Sergey Brin, Google
  • 35. Queryless search
  • 36. Is this even search?
  • 37. Does it matter?It certainly helps explain (not provided)
  • 38. Let’s not forget the basics
  • 39. Desktop search is still growingThat’s 20 billion searches / month in the US2007 March 2013
  • 40. Sites report growing mobile searchVia RKG
  • 41. Hampered by measurement issuesVia RKG
  • 42. ...but backed by Google statistics% smartphone users searching every day2011201220112012
  • 43. ...and converting like crazy
  • 44. Social can be search tooThat’s how I found the data on the previous slide
  • 45. So is search marketingbecoming“just good marketing”?
  • 46. Google would like us tothink so
  • 47. You might have noticed googlebotcoming round more often
  • 48. The caffeine update enabled all themore recent changes
  • 49. No SEOpresentation iscomplete withoutan angry penguin
  • 50. Penguin and Panda = progressBad linksBad content
  • 51. Their biggest win is spreading fear
  • 52. Bad stuff still works short termBut brands are rightly scared (finally)
  • 53. Coming soon: bad merchant updateDon’t make your customers angry
  • 54. But not all of search isregular marketing
  • 55. Make pages primarily forusers, not for searchengines-- Google webmaster guidelinesThis used to go even further
  • 56. These days wefeed the robot inall kinds of waysRobots.txtSitemapsSchema...etc
  • 57. The future looks great forsearch
  • 58. The future looks great forsearch marketers
  • 59. Technical skills +Data +Building an audience
  • 60. I’ve talked about this elsewherehttp://www.distilled.net/store/ll-2013-wc-critchlow/
  • 61. WILL CRITCHLOWFounder, Distilledwill.critchlow@distilled.net@willcritchlow
  • 62. Image creditshttp://www.flickr.com/photos/paolomargari/1992019542/http://www.flickr.com/photos/sarit_arora/8543078505/http://www.flickr.com/photos/flysi/183272970/http://www.flickr.com/photos/yjv/4649068019/