Evolution of search | Doug Platts | Cyprus 2011


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Evolution of Search by Doug Platts, Head of Natural Seach iCrossing at the 9th Communication Conference in Cyprus

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  • Evolution of search | Doug Platts | Cyprus 2011

    1. 1. EVOLUTION OF SEARCH<br />Doug Platts, Head of Natural Search<br />iCrossing UK<br />1<br />
    2. 2. THE ORIGINAL PRINCIPLES FOR SUCCESS<br />2<br />Can search engines access the site and pages<br />Is there search term rich, optimised on-page content<br />Is the site a reputable resource, based on references from other sites<br />FUNDAMENTALS<br />
    3. 3. evolution<br />developing signals of Search<br />
    4. 4. vince<br />The Big brand update<br />4<br />
    5. 5. caffeine<br />increased speed of google’s infrastructure<br />5<br />
    6. 6. May day<br />It’s about quality links<br />6<br />
    7. 7. personalisation<br />Integration of past site visits<br />7<br />
    8. 8. Social signals<br />Personalisation: integration of the social graph<br />8<br />
    9. 9. panda<br />User data based judgment of the quality of content <br />9<br />
    10. 10. +1 button<br />User Votes on the quality of content<br />10<br />
    11. 11. THE OUTCOME<br />What does good search look like?<br /><ul><li>Universal Search – more than 10 web pages. A richer, more relevant experience of video, review and image content
    12. 12. Google Instant – being visible through the user journey
    13. 13. Google Preview – clear creative message. An extension of your listing/ad
    14. 14. Meta Descriptions – your elevator pitch
    15. 15. Google +1 – your social graph recommending sites</li></ul>11<br />
    16. 16. Established blend<br />THE typical shape of seo for brands<br />12<br />Factor strength<br />High Low<br />
    17. 17. The new approach<br />search visibility as an outcome of a connected brand<br />13<br />Factor strength<br />High Low<br />
    18. 18. Just announced<br />Bing / Facebook tie-in<br />Trusted Friends <br /><ul><li>“Liked” Results, Answers & Sites
    19. 19. Personalized Results
    20. 20. Collective IQ
    21. 21. Popular Site Content
    22. 22. Integration of Social Messages
    23. 23. Conversational Search
    24. 24. Expanded Facebook Profile Search
    25. 25. Travel Wish List & Friends Who Live Here
    26. 26. Flight Deals
    27. 27. Shared Shopping Lists</li></ul>http://www.youtube.com/watch?v=xPYVqHZKF2g<br />
    28. 28. Your social graph<br />Search & social: two converging trends<br />RealtimeSearch & Social Signals<br />15<br />A better understanding of who we are and what we’re trying to accomplish and a web that is much more dynamic and timely.<br />Together, these two things demand that search becomes more temporally relevant, in addition to just being semantically relevant.<br />Search is moving from being “stateless” to being very much in the here and now.<br />For example, conversations in social media happen very much in real time. As we begin to apply what’s happening in the social graph as an additional ranking criterion to the information indexed in a search engine, interesting things begin to happen.<br />
    29. 29. User intent<br />What are you really looking for<br />When we use a search engine for a specific task, it’s actually part of a much bigger and more complex task <br />These life events (and they don’t all have to be this momentous) bring with them a myriad of  needs for specific information. <br />We plug in the pieces as we gather them, but the heavy lifting is all done by us. <br />But what if search knew our “master intent” and offered a much higher level of assistance, going out and gathering all the information, filtering it based on our requirements and guiding us through the entire process?<br />Search focussed around our intent<br />16<br />
    30. 30. Language barrier<br />More than words can say<br />Looking beyond the limitations of language<br />17<br />There is a challenge in our current paradigm of search, built on the concept of relevancy. It depends heavily on the ability of a machine to understand human language.<br />Search engines reliance on parsing language isn’t as critical as it was before. As we do more things online, we leave more signals to help a search engine determine our intent.<br />Search engines now gather more information about the current situation of the user: location, their current activity, their place in the social grid. <br />All these things can augment a query, allowing for a more useful experience.<br />
    31. 31. Being useful<br />Being useful to me<br />Usefulness depends on the ability to know who we are, what we’re doing and what we hope to accomplish<br />The EU have recently ruled on the use of cookies and new regulations which will mean that companies will need a user's permission to store a cookie on their devices<br />Audit the use of all cookies on your website <br />Assess and rank the privacy implications of these <br />Decide on an appropriate solution with which to gain user consent<br />18<br />Search & User Privacy<br />
    32. 32. Mobile search<br />But not as we know it<br />Mobile search will not be search as we currently understand it<br />An explosion of tablets and mobile products, and apps<br />iPhone and iPad apps, which have passed 200,000 and are growing by 20,000 per week<br />Web-browsing, particularly on mobile devices is becoming mostly App-focused, not Web focused<br />Apple's new search engine will not compete with Google, Microsoft, or Yahoo! in indexing Web pages, but it will index Apps<br />http://blip.tv/file/3709806<br />19<br />
    33. 33. THANK YOU<br />20<br />@dougplatts<br />