API? WTF!

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The way search engines work over the last decade has changed, as they begin customising the way results are presented and refined based on the context or topic of that search.

Ever more are searchers being given a direct answer without landing on a website. This will mean that businesses thinking about SEO need to be thinking about the future and how to position themselves.

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API? WTF!

  1. 1. API? WTF? Tom Anthony Sep 2012
  2. 2. @TomAnthonySEO Application Programming Interface
  3. 3. @TomAnthonySEO Application Programming Interface
  4. 4. @TomAnthonySEO Why should I care?
  5. 5. @TomAnthonySEO Why should I care? Over the next 10 years a majority of users will stop visiting websites.
  6. 6. @TomAnthonySEO Tom Anthony SEO Consultant Distilled
  7. 7. @TomAnthonySEO
  8. 8. @TomAnthonySEO The ‘Web’. How it: • looks? • is consumed? • is searched?
  9. 9. @TomAnthonySEO How the web looks.
  10. 10. @TomAnthonySEO 20 years ago
  11. 11. @TomAnthonySEO 15 years ago
  12. 12. @TomAnthonySEO 10 years ago
  13. 13. @TomAnthonySEO
  14. 14. @TomAnthonySEO How the web is consumed.
  15. 15. @TomAnthonySEO 20 years ago
  16. 16. @TomAnthonySEO 10 years ago
  17. 17. @TomAnthonySEO
  18. 18. @TomAnthonySEO How the web is searched.
  19. 19. @TomAnthonySEO 20 years ago: Bookmarks. Magazines! People!! No real search.
  20. 20. @TomAnthonySEO The search process over last 10-15 years: General Specific
  21. 21. @TomAnthonySEO Step 1: A generic search engine.
  22. 22. @TomAnthonySEO Step 2: Context specific search via site’s search engine.
  23. 23. @TomAnthonySEO A shift in how the ‘web’ is searched...
  24. 24. @TomAnthonySEO Errr... Tom.... What does this have to do with APIs? In fact, what is an API?
  25. 25. @TomAnthonySEO I’m looking for something with this attribute.
  26. 26. @TomAnthonySEO I’m looking for books by Stephen King.
  27. 27. @TomAnthonySEO
  28. 28. @TomAnthonySEO I’m looking for a Hip Hop song from the 90s.
  29. 29. @TomAnthonySEO
  30. 30. @TomAnthonySEO I’m looking for nearby tweets about #BrightonSEO.
  31. 31. @TomAnthonySEO
  32. 32. @TomAnthonySEO I’m looking for a hotel in London.
  33. 33. @TomAnthonySEO
  34. 34. @TomAnthonySEO I’m looking for books by Stephen King. I’m looking for a hotel in London. I’m looking for a Hip Hop song from the 90s. I’m looking for nearby tweets. attribute type of object
  35. 35. @TomAnthonySEO Database Customer(products / businesses / songs ....)
  36. 36. @TomAnthonySEO Call Center Database Customer(products / businesses / songs ....) Website
  37. 37. @TomAnthonySEO API Call Center Database(products / businesses / songs ....) Customer Website
  38. 38. @TomAnthonySEO The search process over last 10-15 years: General Specific
  39. 39. @TomAnthonySEO The new search process: Specific
  40. 40. @TomAnthonySEO Putting it all together.
  41. 41. ?
  42. 42. @TomAnthonySEO In the next 5 years we’ll see the decline of ‘web pages’.
  43. 43. @TomAnthonySEO
  44. 44. @TomAnthonySEO
  45. 45. @TomAnthonySEO
  46. 46. @TomAnthonySEO
  47. 47. @TomAnthonySEO
  48. 48. @TomAnthonySEO
  49. 49. @TomAnthonySEO API Call Center Database(products / businesses / songs ....) Customer Website
  50. 50. @TomAnthonySEO How do you do SEO for APIs? No idea.
  51. 51. @TomAnthonySEO Thanks. Questions?

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