The future of search (engine optimization)   7 trends you need to know by bjoern uehss
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The future of search (engine optimization) 7 trends you need to know by bjoern uehss

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Future of Search - 7 search trends you should know by Björn Ühss (@faiM @faiMbcN) at the 7. WebBar Mini-conference in Barcelona. http.//www.WebBar.es

Future of Search - 7 search trends you should know by Björn Ühss (@faiM @faiMbcN) at the 7. WebBar Mini-conference in Barcelona. http.//www.WebBar.es

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  • 1.  
  • 2. The Future of Search (Engine Optimization) 7 search trends you should know about by Björn Ühss @faiM @faiMbcn www.uehss.de < 1995 2010 2000 future
  • 3. How did you search 15 years ago?
  • 4. Search before 1995 …
  • 5. Search before 1995 …
  • 6. … was on paper
  • 7. … on yellow paper
  • 8. 1. Paid listings - bigger font, frames, colours - better position - highlightings - you pay, they promote you 2. „Natural“ optimization - Keyword in company name - correct category - name starting with „0“ or „A“ :
  • 9.  
  • 10. 1. Paid listings - bigger font, frames, colours - better position - highlightings - you pay, they promote you 2. „Natural“ optimization - Keyword in company name - correct category - name starting with „0“ or „A“ :
  • 11. ... and then came BlackRub Google
  • 12. How will search look like in the future ? (and how can I optimize my content) !!! 7 interesting search trends you should know 1. Universal Search 2. Personalized Search 3. Real Time Search 4. Social Search 5. Local / Mobile Search 6. Ajax-like search while typing search 7. Search/Find without searching ???
  • 13. 1. Universal Search Websites Maps Images Blogs Twitter News‘ Books Videos Products Shopping Reviews Businesses Wikipedia related searches Sitelinks … But does it blend?
  • 14. 1. Universal Search … and what it means for Search Engine Optimizer: Be present at as much channels as possible! Maps – Images – Blogs – Twitter – News – Videos - Products Shopping – Reviews – Businesses – Wikipedia - related searches – Sitelinks - …
  • 15. 2. Personalized Search + cookie / history + digital identity + public private date + individual profile + region / language + personal search __________________ = personalized search
  • 16. 2. … and what it means for Search Engine Optimizer: + Rank Checking is Less Accurate + organic click-trough rate becomes more important e.g. Bing prefers results other users liked to click + leverage social networks : more friends = more reputation = higher rankings + optimize for social search (digg, delicious etc) + build cool widgets people can add to their homepage + increase prominence of sharing/bookmark buttons + keep user on your site: stickiness & user engagement + add RSS-Feeds + Low bounce rates + User Experience & Branding Boost SEO ___________________
  • 17. 3. Real time search
  • 18. 3. Real time search … and what it means for Search Engine Optimizer: + Trending topics ranking higher + adapt trending topics + create a blog & create content constantly + use twitter – generate a reputation + start a facebook account + be a community builder + aggregate news on your page + get into public relations & let the press talk about you + position in your niche with all your media
  • 19. 4. Social Search
  • 20. 4. Social Search Got an answer after 1 Minute! Vark.com
  • 21. 4. Social search … and what it means for Search Engine Optimizer: + create social profiles & optimize them + be different, creative, authentic, honest and attractive + invite to participate + make it easy to share your content + become an authority & expert in your niche + build a community & reputation + Blog, News feed + PPC advertisment in facebook + have fun + create buzz + Use Q & A
  • 22. 5. Local / mobile search
  • 23. 5. Local / mobile search
  • 24. 5. Local / mobile search … and what it means for Search Engine Optimizer: + geographically based search queries (hotel barcelona) + add your page to google local business center + get listed in google, yahoo, live, ask, yellowpages, yelp, foursquare, yellowpages, localeze, openlist, getlisted.org. + add your physical adress & telephone nr. on your site + create a directions or &quot;how to find us&quot; + create a mobile version of your site + ask clients for review + include location names in your titles + add photos / videos / maps of the location
  • 25. 6. Search-while-typing
  • 26. 7. Searching without search &quot;We're still happy to be in search, believe me. But one idea is that more and more searches are done on your behalf without you needing to type . I actually think most people don't want Google to answer their questions. They want Google to tell them what they should be doing next.&quot; (Eric Schmidt, Google CEO)
  • 27. 7. Finding without searching &quot;the goal [of search personalization] is to enable Google users to be able to ask the question such as 'What shall I do tomorrow?' and 'What job shall I take?' We cannot even answer the most basic questions because we don't know enough about you. That is the most important aspect of Google's expansion.&quot;
  • 28. 7. Finding without searching
    • Google could suggest interesting things
    • e.g. Google Mail
    • Mobile phone (things around you)
    • Individual & behavioural targeting
    • from syntax to semantics
    • from what you typed to what you meant
  • 29. ...enjoy the WebBar Mojito - with us. Björn Ühss @faiM @faiMbcn seo.uehss.de [email_address] Web Marketing Group Barcelona Encuentro de Marketing Online www.WebBar.es twitter.com/WebBarBCN [email_address] uehss.de - xing – linkedIn – twitter.com/faiM – twitter.com/dailyseohint - http://twitter.com/dailywebfacts - ...