The Evolution of Search

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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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The Evolution of Search

  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:

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