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 fr...
and then penguin
In the next few days,
we’re launching an
important algorithm
change targeted at
webspam. The change
will decrease rankings...
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,
ci...
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...
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 s...
Kelvin Newman
kelvin@brightonseo.com
@kelvinnewman
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
Kelvin Newman - Search 2015
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Kelvin Newman - Search 2015

  1. 1. Search 2015 Kelvin Newman 2nd October 2013 @kelvinnewman JD Hancock
  2. 2. Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services
  3. 3. Organiser BrightonSEO/Content Marketing Show Two Free (and awesome) Conferences
  4. 4. Co-Founder Clockwork Talent Decent Digital Recruitment
  5. 5. Last few years in Search have been dominated by Google updates
  6. 6. First we had panda Berto Garcia
  7. 7. 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
  8. 8. and then penguin
  9. 9. 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
  10. 10. and last week humming bird
  11. 11. which isn’t technically an update,
  12. 12. but we need to think longer term than the next update
  13. 13. what is the future of search? enderike
  14. 14. not a new update
  15. 15. but a new paradigm
  16. 16. introducing Knowledge Graph
  17. 17. 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
  18. 18. Knowledge Graph is part of a huge change in how Google deliver search results
  19. 19. 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
  20. 20. But they’re just for informational queries...
  21. 21. a change in purpose: help find pages help find answers
  22. 22. a change in purpose: help find pages help find answers
  23. 23. You can no longer rely on Google to send you traffic
  24. 24. or even tell you about it Alex E. Proimos
  25. 25. And that’s before we get started on Facebook JD Hancock for nearly a year iPhone search traffic appeared as direct
  26. 26. and we’re rapidly approaching the point where we have no data on keyword traffic
  27. 27. Search isn’t about keywords anymore
  28. 28. It's about entities. JD Hancock
  29. 29. Entities are normally, people, places, brands etc JD Hancock
  30. 30. but can be any ‘thing’ which has a relationship to another ‘thing’ JD Hancock
  31. 31. every business is really just a database and a front end JD Hancock
  32. 32. and Google wants to become that front-end JD Hancock
  33. 33. how can you make money if nobody ever goes to your site? JD Hancock
  34. 34. You may need to revisit your business model kennymatic
  35. 35. I love the Business Model Canvas http://en.wikipedia.org/wiki/Business_Model_Canvas
  36. 36. So what can I do?
  37. 37. Familiarize yourself with Freebase http://www.freebase.com/
  38. 38. Play with VisualDataWeb http://www.visualdataweb.org/relfinder
  39. 39. Mark Up using the Open Graph Protocol http://ogp.me/
  40. 40. Implement Schema.org http://schema.org/
  41. 41. sit down and ask yourself could your business have an api
  42. 42. tl;dr SEO is changing it’s not about optimising your website for search engines, it’s about optimising your business for search engines
  43. 43. Kelvin Newman kelvin@brightonseo.com @kelvinnewman
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