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Kelvin Newman - Search 2015
 

Kelvin Newman - Search 2015

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    Kelvin Newman - Search 2015 Kelvin Newman - Search 2015 Presentation Transcript

    • Search 2015 Kelvin Newman 2nd October 2013 @kelvinnewman JD Hancock
    • Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services
    • Organiser BrightonSEO/Content Marketing Show Two Free (and awesome) Conferences
    • Co-Founder Clockwork Talent Decent Digital Recruitment
    • Last few years in Search have been dominated by Google updates
    • First we had panda Berto Garcia
    • This update is designed to reduce rankings for low- quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. Matt Cutts, Google planetc1
    • and then penguin
    • In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Matt Cutts, Google jolieodell
    • and last week humming bird
    • which isn’t technically an update,
    • but we need to think longer term than the next update
    • what is the future of search? enderike
    • not a new update
    • but a new paradigm
    • introducing Knowledge Graph
    • The Knowledge Graph enables you to search for things, people or places that Google knows about— landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. Amit Singhal, Google
    • Knowledge Graph is part of a huge change in how Google deliver search results
    • There’s more than 85 of these features that Dr. Pete from Moz has documented http://www.slideshare.net/crumplezone/ beyond-10-blue-links-the-future-of- ranking
    • But they’re just for informational queries...
    • a change in purpose: help find pages help find answers
    • a change in purpose: help find pages help find answers
    • You can no longer rely on Google to send you traffic
    • or even tell you about it Alex E. Proimos
    • And that’s before we get started on Facebook JD Hancock for nearly a year iPhone search traffic appeared as direct
    • and we’re rapidly approaching the point where we have no data on keyword traffic
    • Search isn’t about keywords anymore
    • It's about entities. JD Hancock
    • Entities are normally, people, places, brands etc JD Hancock
    • but can be any ‘thing’ which has a relationship to another ‘thing’ JD Hancock
    • every business is really just a database and a front end JD Hancock
    • and Google wants to become that front-end JD Hancock
    • how can you make money if nobody ever goes to your site? JD Hancock
    • You may need to revisit your business model kennymatic
    • I love the Business Model Canvas http://en.wikipedia.org/wiki/Business_Model_Canvas
    • So what can I do?
    • Familiarize yourself with Freebase http://www.freebase.com/
    • Play with VisualDataWeb http://www.visualdataweb.org/relfinder
    • Mark Up using the Open Graph Protocol http://ogp.me/
    • Implement Schema.org http://schema.org/
    • sit down and ask yourself could your business have an api
    • tl;dr SEO is changing it’s not about optimising your website for search engines, it’s about optimising your business for search engines
    • Kelvin Newman kelvin@brightonseo.com @kelvinnewman