The Future of Search - Bas van den Beld - Domainfest Prague 2010

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Where is search going? Things are changing. Search engines are looking to grab the user intent and in those efforts they are at the same time increasing the user experience. …

Where is search going? Things are changing. Search engines are looking to grab the user intent and in those efforts they are at the same time increasing the user experience.

Instant Search, Universal Search and more. How do we handle all these changes? They are not obstacles but opportunities. This presentation tells you why.

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Transcript

  • 1. The future of search
    Bas van den Beld
  • 2. Who am I?
  • 3. Who am I?
  • 4. One sheet about me
    • Search & social strategy expert, blogger, trainer, speaker
    • 5. Founder Stateofsearch.com
    • 6. Radioshow
    • 7. International blogger
    • 8. Searchengineland
    • 9. Searchenginewatch
  • Shameless Plug 
  • 10.
  • 11. The world and the web are changing
  • 12. The search engines are changing
    2009:
    540x
    365x
  • 13.
  • 14.
  • 15. To understand the changes…
    You must understand how the search engines “think”
  • 16. Search engines are like humans
    If others say its good, they believe it
    Links!!
    Social Impact
  • 17. The problem search engines have
    How to avoid abuse?
    What is a user thinking?
  • 18.
  • 19. User intent
  • 20. Eric Schmidt: “We Know Where You Are, We Know What You Like”
  • 21. How do search engines think?
    Search Engines are trying to understand what the user really wants
  • 22. How do search engines think?
    Hand out the information as fast as you can
  • 23. User intent becomes user experience
  • 24.
  • 25. Google dominates Europe
    97%
    90%
    94%
    94%
    97%
    59%
    97%
    97%
    95%
    99%
    97%
    98%
    95%
    96%
    95%
    95%
    98%
    97%
    97%
  • 26. Except here…
  • 27. More than Google?
  • 28. 2nd largest search engine?
  • 29. Guess who owns YouTube…
  • 30. Guess who integrates YouTube…
  • 31.
  • 32.
  • 33. 1,8 + 1
    How do users respond to this?
    Users look at a page for max 1,8 second
    Users only take 1 look
  • 34. Top results are important
  • 35. Google is looking at the user
    User intent
    Userexperience
  • 36. From 2 to 3 columns
  • 37. Instant
  • 38. Instant keyboard
  • 39. And it’s not about the films
  • 40.
  • 41.
  • 42.
  • 43. Let’s take a closer look
  • 44. Video is becoming more important
  • 45. Research shows: images attract attention
  • 46. Or are they…?
    Google is not always right…
  • 47. Google responses to location
  • 48. Local results
  • 49. News related articles can change in the top of the results
    The placement of the News results can change, based on relevance
  • 50. Results from your friends in your ‘social circle’
  • 51.
  • 52. “Real time” becoming more important
  • 53.
  • 54. All elements are shown within the result pages
  • 55. Users are tempted to use the suggestions
    Suggestions are based on number of searches
  • 56. Personalized Search
    Rankings might change from one person to another!
  • 57. The effect
  • 58. Other results are getting more attention
  • 59. They are spending more time on the Google pages
  • 60.
  • 61.
  • 62.
  • 63.
  • 64. Changing the way you think is hard but important
  • 65. Dare to step away from your site
  • 66. Dare to look in different directions
  • 67. Listen to your audience
  • 68.
  • 69. What the brand DOES and SAYS
    Channels
    TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents
    Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs
    Much Interest Little
    Influence Control
    What other say ABOUT the brand
  • 70. Communicate with your potential visitor
    Communicate where THEY are
  • 71. Make sure it fits both you and your target audience
    Go where your visitors go, but only if it fits
  • 72. But HOW?
  • 73. Get into Google News
    Optimise your images
    Make (video) sitemaps!
  • 74.
  • 75. Twitter is not sacred but handy
    But Twitter is being indexed by the engines…
  • 76. Use images, both on and off your site
    They will recognize you
  • 77. Use YouTube
  • 78.
  • 79. Use bloggers
    Blogs are well indexed and found
    Get in touch with 'influentials'
    If they talk about you they will find you
  • 80. New LCD TV launched, pre-informed bloggers
  • 81.
  • 82. Optimisedvideo’s
  • 83. At the launch they dominated the result pages
  • 84.
  • 85.
  • 86.
  • 87.
  • 88.
  • 89. Think outside of the box
    Be creative
  • 90. Finally Mobile
  • 91. Mobile is not the future, its here already
    2007?
    2008?
    2009?
    2010?
    Year of the mobile
  • 92. Mobile Universal
  • 93. Mobile Suggest
  • 94.
  • 95.
  • 96. More integration
    Video!
    User comes first
    Search is more than Google
    More than one site
    Opportunities
  • 97. Questions?
    www.stateofsearch.com
    www.basvandenbeld.com
    twitter.com/basvandenbeld
    twitter.com/state_ofsearch
    linkedin.com/basvandenbeld