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Innotech future-search-ethology-mike-rosenberg

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  • So what does all this mean? The real answer is we don’t know…but what we do know is search is more than search engines, and it will continue to evolve… Even with the advances made in social media and the increased use of social networks, search is still, and will continue to be,  the best broad mechanism for the public at large to obtain answers to questions quickly and effectively.  How will search engines hold this positioning?  With the mission of ever-improving results and relevance, search will evolve by: Bringing in new types of content, both structured content from authoritative sources and real-time content from the public at large Finding new, more relevant, ways to levy influence and authority (linking plus social votes, social authority, engagement, etc) Integrating itself deeper into content publishing, planning and execution, guiding the way for authors to structure their content for ultimate exposure Improving results, continuing to expand local targeting, and catering to mobile needs AND Being as measurable as possible, both from an activity standpoint, and from a targeting standpoint, integrating user data and behaviorI don’t think Google sees Bing/Yahoo as their biggest threat or competitor, but more so Facebook and others with strong mobile apps. Users will continue to search, but depending on what their search is for, they’ll use different platforms…Google for informational queries, Facebook for people & companies, Yelp app for restaurant recommendationsMore transactions will take place in the engines (e.g. Bing & Open Table, Google recently approve acquisition of ITA Software)Event more integration of social into search resultsUse of location services (Four Square, Facebook Places) and social review (Yelp, Tripadvisor) as search engines (looking for deals and reviews) through appsWe’ll see further personalization of results – whether logged in or not – which devalues general rankings Search results will become increasingly, if not entirely, personalized for both identified and anonymous users. For SEO as a practice, The influence of Social media network integration, official and unofficial search histories, ip-based geolocation, and visitor platform/device information will decrease the availability, reliability, and relevance of rank as a performance metric.An Increased emphasis on tracking, measurement, and analysis of site traffic and visitor behavior will be required to measure performance and inform optimization strategy and tactics.
  • Transcript

    • 1. The Future of Search - SEO
      Presented by:Mike Rosenbergwww.ethology.com
    • 2. What is the Future of Search?
    • 3. The future of search means utilizing more communities and less searching.  Top of funnel searches will lead consumers to networks, communities, and social sites that then fulfill future search needs, potentially replacing search engines. – Scott Fish, Director of Search
    • 4. Search is constantly evolving, its future shaped by technology and consumer behavior. Success in search relies on a brand's ability to be proactive and consistently provide value. – Oliver Tani, Director of SEO
    • 5. Search is still, and will continue to be, the best broad mechanism to obtain answers to questions on the planet.  Search engines will continue to evolve to hold this positioning, and the key will be ever improving result relevance and usefulness.  Deeper forays into authority measurement, content types and filters, broader structured content acceptance, improved utility and results (mobile/local), publisher participation (ex. taxonomy standardization), public participation (social integration), and improved targeting abilities (behavioral, demographic, psychographic) and data capture will all be part of the mix. – Mike Corak, VP Strategy
    • 6. Visitor behavior data will increasingly drive search engine ranking algorithms as a dominant measure of content-to-keyword relevance, especially for top 10 results. Traditional on- and off-site optimization will remain a necessary prerequisite to search engine visibility, but clickthrough and visitor retention will become a necessary optimization focus to be competitive in organic search.
      – Gavin Francis, Technical & Analytics Specialist
    • 7. Searching in 2001
      Sorting the World’s Information on the Web
    • 8. Searching in 2008
      Real-time
      Twitter Results
      Organic Results
      Including stock quotes, and
      site links
      Store Locator
      Video Results
      Local Results
    • 9. Universal Search Elements
    • 10. Seasonal Search Trends
      QDF = Query Deserves Freshness
    • 11. Leveraging Search
      Understand the consumer’s content demand
      Newsletters
      Press Releases
      Industry News (RSS)
      Articles
      Research Reports
      Whitepapers
      E-Books (ipad)
      Blogs
      Images
      Videos
      Widgets
      Infographics
      FAQ’s
      Glossary
      Power Points
      Become an Authority:
      • Understand your target audience & their content demand.
      • 12. Build audience specific to your industry & give them promotion tools.
      • 13. Answer their questions & give solutions to their problems.
    • Social Graphs
      1998
      2003
      2009
      Links from Hobbyist
      & Niche Sites
      Links from Blogs & Forum Sites
      Links from Twitter & Facebook Updates
      2001
      2006
      2011
      Links from Big Brand & Media Sites
      Links from Social News Sites
      Links & Data from Location Based Sites
      Important "Graphs" To Watch
      • Social Media - Twitter / Facebook
      • 14. TrustRank & Real Time Search
      • 15. Niche Link Information
    • Searching in 2011
      Instant Search
      News Results
      Video Results
      Image Results
      Real-Time Results
      Social Results
    • 16. Instant Search
      Are we searching too slowly?
    • 17. Social Search
      Are we all searching too slowly?
    • 18. Local Search
      Are we all searching too slowly?
      Major Local Search Factors
      • Claiming Your Local Listing
      • 19. Off-Page / Off-Listing Factors
      • 20. Consumer Driven Reviews
      • 21. On-Page Factors
      New & Important Factors In 2011
      • Photos Associated with Place Page
      • 22. MyMaps References (Google)
      • 23. Age of Place Page
    • Mobile Search
    • 24. Mobile Search
    • 25. Recent News
      Are we all searching too slowly?
      Five Items in the Last Week (or so)
      • Google Hot Pot Merging with Places
      • 26. Google Tags Program Ending
      • 27. Yahoo Buzz Dead Today
      • 28. Google – ITA Software Acquisition Approved
      • 29. Google +1
    • What is the Future of Search?
    • 30.
    • 31. Thank you!
      Presented by:Mike Rosenberg ethologywww.ethology.com