The Future of Search - SEO Presented by:Mike Rosenbergwww.ethology.com
What is the Future of Search?
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
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
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
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
Searching in 2001 Sorting the World’s Information on the Web
Searching in 2008 Real-time Twitter Results Organic Results Including stock quotes, and site links Store Locator Video Results Local Results
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.
Build audience specific to your industry & give them promotion tools.
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
TrustRank & Real Time Search
Niche Link Information
Searching in 2011 Instant Search News Results Video Results Image Results Real-Time Results Social Results
Instant Search Are we searching too slowly?
Social Search Are we all searching too slowly?
Local Search Are we all searching too slowly? Major Local Search Factors
Claiming Your Local Listing
Off-Page / Off-Listing Factors
Consumer Driven Reviews
New & Important Factors In 2011
Photos Associated with Place Page
MyMaps References (Google)
Age of Place Page
Recent News Are we all searching too slowly? Five Items in the Last Week (or so)