The Evolution of Search

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Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/ …

Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/

Here I review some of the changes in Search and SEO that we've seen over the last few years. I identify 4 trends which are important for the SEO community to be thinking about as we move forward.

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  • +1 Fully agree w/ Ari. Excellent preso --> really great formulation of how search has developed and where it is going.
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  • Amazing presentaiton Tom. We were so honored to have you at KahenaCon this year in Jerusalem. From all of us at Kahena - it was awesome having you!
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  • 1. OFEVOLUTIONTHESEARCHOFTOM ANTHONY(& hat it means for SEO)
  • 2. Rise of the Webebusagetime
  • 3. Decline of the Webebusagetime
  • 4. 3-4 years
  • 5. Internet Search SEO
  • 6. Trends Actions
  • 7. WHYRATHER THANWHAT
  • 8. The Evolution ofthe Internet
  • 9. MON TUES ED THURS FRI SAT SUN
  • 10. MON TUES ED THURS FRI SAT SUN
  • 11. Rise of Apps
  • 12. The Evolution ofSearch
  • 13. Search Process
  • 14. Search Process
  • 15. Search Process
  • 16. Contextual Results
  • 17. Contextual Results
  • 18. Contextual Search Refinement
  • 19. Entity Search
  • 20. Personalisation
  • 21. Personalisation
  • 22. DeviceLocation BrowserSocial ConnectionsTime of DaySearch HistoryContextLanguage
  • 23. “london tube stations”Queries and Context
  • 24. “london tube stations”queryOld Query Model
  • 25. explicit queryimplicit queryiPhone user, on street in London“london tube stations”New Query Model
  • 26. New Query Model
  • 27. Query MakeupTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 28. Query MakeupTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 29. Query MakeupTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 30. Query MakeupTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 31. Query MakeupTIMETOTALSIGNALINFORMATIONexplicit signalimplicit signal
  • 32. SERGEY BRINGOOGLEMy vision when we startedGoogle 15 years ago was thateventually you wouldnt have tohave a search query at all.Youd just have information cometo you as you needed it.
  • 33. Implicit Queries
  • 34. The Evolution ofSEO
  • 35. Panda & Penguin
  • 36. IT’S ALLABOUT TRUST
  • 37. Caffeine: Panda & Penguin’s AncestorOld index Caffeine
  • 38. Caffeine: Machine Learning
  • 39. Authorship
  • 40. Information tied to verified onlineprofiles will be ranked higher thancontent without such verification,which will result in most usersnaturally clicking on the top(verified) results.ERIC SCHMIDTGOOGLE
  • 41. Web Graph
  • 42. Social Graph
  • 43. Social Signals
  • 44. Trusted Links
  • 45. 19seomoz.orgAuthorRank Theory=x=10.6xseomoz.org
  • 46. Structured Data
  • 47. NBED Rich SnippetsHow the results LOOKRich Snippets
  • 48. 4 Key Trends &The Future
  • 49. RESTORINGTRUSTIN LINKS1
  • 50. We have a potential launch laterthis year......we don’t want low qualityexperience merchants to beranking in the search results.MATT CUTTSGOOGLE
  • 51. Caffeine & Machine Learning
  • 52. The Internet is fast becoming acesspool of misinformation…brands are the answer.ERIC SCHMIDTGOOGLE
  • 53. DIVISION OFWEB & NON-WEBSEARCHES2
  • 54. Division of Web & Non-Web Searches
  • 55. Division of Web & Non-Web Searches
  • 56. UNDERSTANDRATHER THANINDEX3
  • 57. Understand: Entity Search
  • 58. Understand: Entity Search
  • 59. Understand: Natural Language“HOW TALL IS JUSTIN BIEBER?”“Justin Bieber is five feet seveninches tall.”“HOW OLD IS HE?”“Justin Bieber is 19 years old.”
  • 60. CONTEXT4
  • 61. We’re excited about contextbecoming the query.AMIT SINGHALGOOGLE
  • 62. Context2
  • 63. Context2
  • 64. Context2
  • 65. How you are moving?Context2Where were you?Where are you going?What are you doing?Who are you with?
  • 66. Preparing forthe Future
  • 67. RESTORINGTRUSTIN LINKS1
  • 68. Trust: Brand Signals
  • 69. Brand: Google+ Unavoidable
  • 70. Brand: Authorship for Companiesrel = “publisher”
  • 71. Brand: Generic TLDs
  • 72. We know that great content comesfrom great authors, and we’relooking closely at ways this markupcould help us highlight authors andrank search results.OTHAR HANSSONGOOGLE AUTHORSHIP PROJECT
  • 73. Trust: Authorship
  • 74. DIVISION OFWEB & NON-WEBSEARCHES2
  • 75. Non-Web: Business DevelopmentPartner with Google?
  • 76. Partner: Become a Data Provider (APIs)
  • 77. OR
  • 78. Non-Web: Cut Out GoogleCut Google Out?
  • 79. Cut Google Out: Integrate Social
  • 80. Non-Web: Cut Google Out (of Search)
  • 81. Cut Google Out: On-site Search
  • 82. UNDERSTANDRATHER THANINDEX3
  • 83. Understand: Structured Markup
  • 84. Death ofkeywords?Understand: Concepts, not Keywords.
  • 85. ReportingUnderstand: Reporting
  • 86. CONTEXT4
  • 87. Context: Appropriate Landing Pages
  • 88. Mobile: Listen to Aleyda!
  • 89. TOM ANTHONYThanks!TRUST1NON-WEB2UNDERSTAND3CONTEXT4fourkeytrends
  • 90. IMAGE CREDITS:Apps backdrop: AdobeSiri images: Breezi PlaceIt57 signals diagram: Eli PariserGoogle Glass for Tube: Jack MorganGoogle Cooling Room: Google/Connie ZhouPenguin, climbers, bridge, data center, melonsreport, chalkboard, library: ShutterstockPRESENTED AT: