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Evolution of search | Doug Platts | Cyprus 2011
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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

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

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  • A blend of rich content (images, video), news results, personal recommendation from your social graph.
  • Transcript

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