WASSUP RECAP SESSION
DINSDAG 25 MAART
THE SEARCH
LANDSCAPE
GEERT DE LAET
TECHNOLOGY EVANGELIST
LUON
1. Game of Channels
Empires expand & collide 1. Game of Channels
The social, mobile and search
worlds are colliding.
At the same time, all act...
Google Project Loon
Google aims at bringing
Internet to everyone using
interconnected balloons flying
in the stratosphere....
Facebook’s Internet.org
Together with Samsung, Opera, Nokia, Ericsson, QualComm and Mediatek, Facebook too tries to get th...
Facebook Wi-Fi
FacebookWi-Fi lets customers check in to participating businesses on Facebook for free Wi-Fi access.
When p...
Empires expand & collide 1. Game of Channels
The social, mobile and search
worlds are colliding.
At the same time, all act...
Empires expand & collide 1. Game of Channels
The social, mobile and search
worlds are colliding.
At the same time, all act...
Empires expand & collide 1. Game of Channels
The social, mobile and search
worlds are colliding.
At the same time, all act...
First up: Search 1. Game of Channels
The social, mobile and search
worlds are colliding.
At the same time, all actors are
...
2. House Google
“Don’t Be Evil”
Happy 15th Birthday, Google!
‘Google’ refers to the word
‘Googol’ (1 followed by 100
zeros) and represents their plan
to o...
Happy 15th Birthday, Google!
In terms of digital advertising
revenu, mobile advertising
market share and browser
market sh...
Happy 15th Birthday, Google!
Google also takes first position
for number of monthly
searches, number of search
engine user...
Google Now: when content starts searching for you
‘Google Now’ is Google’s
“search assistant,”offering
“predictive” or “an...
Conversational Search
With ‘Conversational Search’,
Google tries to understand
search intent through natural
language proc...
Meet the Hummingbird 2. House Google
The Google Hummingbird
update was the biggest
overhaul of the search
algorithm in ove...
Meet the Hummingbird 2. House Google
different devices
new ways of searching
(longer queries, conversational, …)The Google...
Meet the Hummingbird: things vs. strings
Semantic search allows Google
to determinate the meaning
behind queries.
For this...
Meet the Hummingbird: things vs. strings
Semantic search allows Google
to determinate the meaning
behind queries.
For this...
The diminishing role of search keywords
Google’s growing understan-
ding of query intent and
concepts leads to a diminishi...
The diminishing role of search keywords
In 2011, Google added SSL
encryption for signed-in search
users, resulting in keyw...
So now what?
Throughout the years, keyword
data has been used by
marketers for a number of
different purposes.
2. House Go...
So now what? | 1. Improve page performance
Throughout the years, keyword
data has been used by
marketers for a number of
d...
So now what? | 2. Understanding brand perception
Throughout the years, keyword
data has been used by
marketers for a numbe...
So now what? | 3. Keyword opportunities
Throughout the years, keyword
data has been used by
marketers for a number of
diff...
So now what? | From keywords to concepts
Even when you purchase
keywords through AdWords,
Google suggests keywords to
you ...
Where Google Search meets social: Google+
The MOZ and SearchMetrics
2013 Search Engine Ranking
Factors overviews show a bi...
Where Google Search meets social: Authority
In December 2013, Matt Cutts –
head of search spam at Google-
confirmed that G...
Paid listings for the mobile era
AdWords Enhanced
campaigns let you manage
complex targeting, bidding, and
ads for differe...
3. House Bing
“Bing it on”
The way forward?
The zillion dollar question for
Microsoft: How to capture
market share from a competitor
whose very brand...
The way forward?
The zillion dollar question for
Microsoft: How to capture
market share from a competitor
whose very brand...
The way forward?
But don’t count out Microsoft
just yet!
Bing is currently the engine
behind a lot of successful
platforms...
4. House Facebook
“BE Connected”
Graph Search
Facebook Graph Search allows
users to conduct complex
queries about people, places,
photos and interests usin...
Graph Search
Facebook Graph Search allows
users to conduct complex
queries about people, places,
photos and interests usin...
Graph Search for marketers
Marketers should make sure
they can be found by updating
the ‘about’ section and –in case
of lo...
5. House Pinterest?
“How Pinteresting”
The rise of visual search
In January 2014, Pinterest
acquired VisualGraph,a two-
man (ex-Googlers) company
specialised in ...
The rise of visual search
ASAP54 is a mobile app that
recognizes fashion items – a
‘Shazam for fashion’.
5. House Pinteres...
6. Key Take-Aways
Key Take-Aways 6. Key Take-Aways
The social, mobile and search
worlds are colliding.
At the same time, all actors
are tryi...
WASSUP RECAP SESSION
DINSDAG 25 MAART
THE END
GEERT DE LAET
TECHNOLOGY EVANGELIST
LUON
Geert De Laet
Technology evangelist...
LUON WassUp recap  - mar 2014 - 1. the search landscape
LUON WassUp recap  - mar 2014 - 1. the search landscape
LUON WassUp recap  - mar 2014 - 1. the search landscape
Upcoming SlideShare
Loading in...5
×

LUON WassUp recap - mar 2014 - 1. the search landscape

326

Published on

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
326
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

LUON WassUp recap - mar 2014 - 1. the search landscape

  1. 1. WASSUP RECAP SESSION DINSDAG 25 MAART THE SEARCH LANDSCAPE GEERT DE LAET TECHNOLOGY EVANGELIST LUON
  2. 2. 1. Game of Channels
  3. 3. Empires expand & collide 1. Game of Channels The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  4. 4. Google Project Loon Google aims at bringing Internet to everyone using interconnected balloons flying in the stratosphere. By doing so, it (of course) also expands its potential market. 1. Game of Channels
  5. 5. Facebook’s Internet.org Together with Samsung, Opera, Nokia, Ericsson, QualComm and Mediatek, Facebook too tries to get the Internet out to the 66% of the global population that’s not connected yet. 1. Game of Channels affordability develop technology that decreases the cost of delivering data to people worldwide, and helps expand internet access in underserved communities. efficiency invest in tools and software to improve data compression capabilities and make data networks and services run more efficiently business models work together to introduce business models that give people more ways to go online
  6. 6. Facebook Wi-Fi FacebookWi-Fi lets customers check in to participating businesses on Facebook for free Wi-Fi access. When people check in to your Page, you can share offers and other announcements with them. 1. Game of Channels
  7. 7. Empires expand & collide 1. Game of Channels The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  8. 8. Empires expand & collide 1. Game of Channels The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  9. 9. Empires expand & collide 1. Game of Channels The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets. Instagram Google Authority Open Graph for Mobile Google Glass Vine Graph Search hashtags Foursquare Mobile SEO Google Now
  10. 10. First up: Search 1. Game of Channels The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  11. 11. 2. House Google “Don’t Be Evil”
  12. 12. Happy 15th Birthday, Google! ‘Google’ refers to the word ‘Googol’ (1 followed by 100 zeros) and represents their plan to organise an infinite amount of information on the web. The first Google server was made out of Duplo bricks. 2. House Google
  13. 13. Happy 15th Birthday, Google! In terms of digital advertising revenu, mobile advertising market share and browser market share, Google is the clear front-runner. 2. House Google
  14. 14. Happy 15th Birthday, Google! Google also takes first position for number of monthly searches, number of search engine users and smartphone OS market share. The Google Maps smartphone app is one of the most popular apps. 2. House Google
  15. 15. Google Now: when content starts searching for you ‘Google Now’ is Google’s “search assistant,”offering “predictive” or “anticipatory” search by combining dynamic contextual information with structured data. 2. House Google click next for video
  16. 16. Google Now: when content starts searching for you ‘Google Now’ is Google’s “search assistant,”offering “predictive” or “anticipatory” search by combining dynamic contextual information with structured data. 2. House Google
  17. 17. Conversational Search With ‘Conversational Search’, Google tries to understand search intent through natural language processing and semantics,and is able to start a conversation around it. 2. House Google
  18. 18. Meet the Hummingbird 2. House Google The Google Hummingbird update was the biggest overhaul of the search algorithm in over 10 years, affecting 90% of search queries. With more complex queries, the algorithm can better understand concept versus words as well as relation- ships between concepts. - Amit Singhal, Google “
  19. 19. Meet the Hummingbird 2. House Google different devices new ways of searching (longer queries, conversational, …)The Google Hummingbird update was the biggest overhaul of the search algorithm in over 10 years, affecting 90% of search queries. With more complex queries, the algorithm can better understand concept versus words as well as relation- ships between concepts. - Amit Singhal, Google “ + what’s the user’s intent? what is his need? extract query concepts and relationships Knowledge Graph synonyms site entities related entities personali- sation: social, location, time, device, history, … authority/ authorship links to answers on SERP answers on SERP …
  20. 20. Meet the Hummingbird: things vs. strings Semantic search allows Google to determinate the meaning behind queries. For this to work, Google needs to shift from comparing strings to recognizing things and the relationships between them. 2. House Google Strings • “gdp of Belgium” • “What’s the gdp of Belgium” • “Belgium gross domestic product” • “gdp of Kingdom of Belgium” • … GDP Belgium Things Kingdom of Belgium Gross Domestic Product
  21. 21. Meet the Hummingbird: things vs. strings Semantic search allows Google to determinate the meaning behind queries. For this to work, Google needs to shift from comparing strings to recognizing things and the relationships between them. 2. House Google Strings • “gdp of Belgium” • “What’s the gdp of Belgium” • “Belgium gross domestic product” • “gdp of Kingdom of Belgium” • … GDP Belgium Things Kingdom of Belgium Gross Domestic Product
  22. 22. The diminishing role of search keywords Google’s growing understan- ding of query intent and concepts leads to a diminishing focus on keywords. Over the years, the ratio of ‘implicit’ (= location, social, …) versus ‘explicit’ (= keyword) data used by Google also shifted in favor of more implicit data. 2. House Google Who is the president of the United States? Who is his wife?
  23. 23. The diminishing role of search keywords In 2011, Google added SSL encryption for signed-in search users, resulting in keyword data showing up in Google Analytics as ‘(not provided)’. This protection is now also being rolled out to users who are not signed in. 2. House Google
  24. 24. So now what? Throughout the years, keyword data has been used by marketers for a number of different purposes. 2. House Google 1. finding opportunities to improve a page's performance or its ranking. 2. understanding how your searchers perceive your brand and your content. 3. uncovering keyword opportunities
  25. 25. So now what? | 1. Improve page performance Throughout the years, keyword data has been used by marketers for a number of different purposes. 1. finding opportunities to improve a page's performance or its ranking. - combine rank-tracking data with pages receiving search visits - use Google Webmaster Tools and AdWords data 2. House Google
  26. 26. So now what? | 2. Understanding brand perception Throughout the years, keyword data has been used by marketers for a number of different purposes. 2. Understanding how your searchers perceive your brand and your content. What are users searching for that's leading them to my site? 2. House Google
  27. 27. So now what? | 3. Keyword opportunities Throughout the years, keyword data has been used by marketers for a number of different purposes. 3. Uncovering keyword opportunities What keywords to target and how to decide if they drive traffic already? 2. House Google
  28. 28. So now what? | From keywords to concepts Even when you purchase keywords through AdWords, Google suggests keywords to you in tightly grouped themes and ideas. In fact, they do everything they can to discourage you from bidding on individual keywords. 2. House Google
  29. 29. Where Google Search meets social: Google+ The MOZ and SearchMetrics 2013 Search Engine Ranking Factors overviews show a big correlation between rankings and social signals. 2. House Google “Correlation is not causation. But it shure is a hint. - Edward Tufte Google +1 correlation Google +1 correlation Facebook shares, likes comments Facebook shares 0.40 0.34 0.30 0.27 1. Posts on Google+ are crawled and indexed almost immediately 2. Google+ posts pass link juice to your site 3. Being shared (by creating great content) helps your ranking
  30. 30. Where Google Search meets social: Authority In December 2013, Matt Cutts – head of search spam at Google- confirmed that Google has applied a 15% reduction in the amount of rich snippets displayed in the search results. With this, Google is cleaning out the closet to eliminate low- authority results. 2. House Google
  31. 31. Paid listings for the mobile era AdWords Enhanced campaigns let you manage complex targeting, bidding, and ads for different platforms like mobile and computers all within the same campaign. Enhanced Campaigns became mandatory on the 22nd of July 2013. 2. House Google click next for video
  32. 32. 3. House Bing “Bing it on”
  33. 33. The Bing offer Just like Google, Bing too is making the switch from keywords to concepts (‘entities’). Much of the technical solutions offered by Google Search, are in fact also available in Microsoft Bing. 3. House Bing
  34. 34. The way forward? The zillion dollar question for Microsoft: How to capture market share from a competitor whose very brand (“Google”) has become synonymous with the act of searching online? 3. House Bing Google Bing (2,66%) Search engine market share,Belgium OUT-FEATURE ATTACKDEVELOP BRAND
  35. 35. The way forward? The zillion dollar question for Microsoft: How to capture market share from a competitor whose very brand (“Google”) has become synonymous with the act of searching online? 3. House Bing Google Bing (2,66%) Search engine market share,Belgium
  36. 36. The way forward? But don’t count out Microsoft just yet! Bing is currently the engine behind a lot of successful platforms. 3. House Bing Google Bing (9,63%) Search engine market share,US
  37. 37. 4. House Facebook “BE Connected”
  38. 38. Graph Search Facebook Graph Search allows users to conduct complex queries about people, places, photos and interests using natural language. Graph Search can already be used by switching your language to english (US). 4. House Facebook click next for video
  39. 39. Graph Search Facebook Graph Search allows users to conduct complex queries about people, places, photos and interests using natural language. Graph Search can already be used by switching your language to english (US). 4. House Facebook
  40. 40. Graph Search for marketers Marketers should make sure they can be found by updating the ‘about’ section and –in case of local places- adding address details. Graph search can also assist marketers in getting to know their audience. 4. House Facebook
  41. 41. Facebook #hashtags In June 2013, Facebook announced support for search- able hashtags. The biggest difference with Twitter is that most posts on Facebook are however not public. 4. House Facebook “During primetime television alone,there are between 88 and 100 million Americans engaged on Facebook — roughly a Super Bowl-sized audience every single night
  42. 42. 5. House Pinterest? “How Pinteresting”
  43. 43. The rise of visual search In January 2014, Pinterest acquired VisualGraph,a two- man (ex-Googlers) company specialised in advanced image recognition:  Face detection & recognition  Product recommendation, similar products  Visual search  Pornography filtering 5. House Pinterest?
  44. 44. The rise of visual search ASAP54 is a mobile app that recognizes fashion items – a ‘Shazam for fashion’. 5. House Pinterest? click next for video
  45. 45. 6. Key Take-Aways
  46. 46. Key Take-Aways 6. Key Take-Aways The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets. 1 With Google Now, conversational search and Google Hummingbird, the search landscape is fully entering the semantics space. This has a big impact for traditional, keyword-centric, SEO. 2 While Bing is looking for a way to steal Google market share, Facebook and even Pinterest are slowly entering the search market. 3
  47. 47. WASSUP RECAP SESSION DINSDAG 25 MAART THE END GEERT DE LAET TECHNOLOGY EVANGELIST LUON Geert De Laet Technology evangelist gdelaet@luon.com Twitter: @geertdelaet

×