The Future of Search: Dispersed Citation & The Idea Graph

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Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.

Published in: Business, Technology

The Future of Search: Dispersed Citation & The Idea Graph

  1. DISPERSED CITATION, THE IDEA GRAPH AND GOOGLE AUTHORSHIP: THE FUTURE OF SEARCH & SOCIAL Links: portent.co/mktftr Twitter: @portentint THE NEXT WEB
  2. Ian Lurie @portentint ian@portent.com
  3. THESE ARE THE LINKS Links: portent.co/mktftr
  4. HOW THIS WILL GO Hand-wavyvisiony-ness Where we're at What's coming How to prepare Why you should
  5. SOME NERDINESS MAY ENSUE
  6. I’M NO GURU
  7. TABLETS? THEY’LL NEVER SUCCEED ian lurie, 2010
  8. I STICK WITH 3-4 YEARS
  9. WE CAN’T WAIT 10 YEARS
  10. REDUCED CHANCE OF EMBARASSING MYSELF
  11. WHERE WE’RE AT NOW SEARCH = UTILITY
  12. WHERE WE’RE AT NOW LINKS & WORDS
  13. LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST
  14. LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
  15. @@$!@**&!)!@
  16. GUEST POSTING
  17. GUEST POSTING SUCKS “HOW MANY LINKS DO WE HAVE?” GREETINGS OF THE DAY! I AM FRED, SEO COPYWRITER…
  18. BLOG POSTING
  19. BLOG POSTING SUCKS “HOW MANY BLOG POSTS WILL I GET?” You should definitely go watch a stock car race. Just bring your umbrella and your adult diapers.
  20. i am so going to kick your @ss
  21. WHERE WE’RE AT NOW (NOT PROVIDED)
  22. GOOGLE’S WAY OF SAYING keyword stuff this.
  23. GOOGLE’S WAY OF SAYINGI’M NOT A TINFOIL HAT KINDA GUY
  24. GOOGLE’S WAY OF SAYING see how cute and helpful we are?
  25. yaaaaaay. pure genius! Get me 1,000 shares please, so that i may roll around in them and bask in their glory! REACTION WHEN YOU EXPLAIN PERSONALIZED SEARCH RESULTS
  26. BOOOOOOOO. outrage! burn them at the stake! pillage their evil corporate empires! REACTION WHEN YOU EXPLAIN HOW GOOGLE GETS PERSONALIZED RESULTS
  27. too late, suckers. we are outta here nsa, anyone?
  28. 100 0 10 20 30 40 50 60 70 80 90 %'notprovided' NOT PROVIDED OVER TIME
  29. (NOT PROVIDED) WILL HIT >90% IN 2014
  30. FUUUUUUUUUUUUUUUU….
  31. RELAX
  32. WHERE WE’RE GOING DISPERSED CITATION
  33. DISPERSED CITATION =PAGERANK FOR REALITY
  34. BUILDS AUTHORITY BASED ON CITATION AROUND THE WEB, LINKS OR NO LINKS. COLLECTS AND REDISTRIBUTES IT. DISPERSED CITATION
  35. DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
  36. YOUR SITETHEIR SITE GUEST POST NYT 10,000 +1s GOOGLE+ PROFILE
  37. 1: GOOGLE + AND AUTHORSHIP/ SCHEMA
  38. ‘GOOGLE PLUS’ IS 2 THINGS
  39. A PLATFORM A SOCIAL NETWORK
  40. AS A SOCIAL NETWORK, GOOGLE+ WILL FAIL
  41. whoa, there. if it doesn't send any traffic, why should i care?
  42. AS A SOCIAL MEDIA PLATFORM, GOOGLE+ WINS BIG
  43. IT INTEGRATES EVERYWHERE DO NOT RUN. WE ARE YOUR FRIENDS.
  44. ALL MOBILE
  45. I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
  46. WILL GOOGLE ‘BEAT’ FACEBOOK? NO.
  47. GOOGLE +1s
  48. GOOGLE +1Sthat list of coolest ice cubes is awesome. but how do we tell people? give it a +1
  49. HIGH CORRELATION TO RANKINGS from moz.com
  50. RESIST THE TEMPTATION TO SPAM IT
  51. RESIST THE TEMPTATION TO SPAM IT THERE’S ONLY ONE PLACE THAT LEADS IT’S NOT A HAPPY PLACE
  52. CORRELATION ≠ CAUSATION THIS BOAT DIDN’T SINK BECAUSE IT HAD WINDOWS
  53. STILL…
  54. YOU NEED TO CAPITALIZE
  55. BUILD YOUR SITE TO GET AND GET CREDIT FOR +1S
  56. INCLUDE THE BUTTON
  57. INCLUDE THE BUTTON
  58. MAKE IT STICKY
  59. DON’T MOVE STUFF AROUND
  60. SET UP REL=PUBLISHER
  61. LINK FROM YOUR G+ BRAND PAGE
  62. <A HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER”>LINK HERE</A>! LINK TO YOUR G+ BRAND PAGE
  63. <LINK HREF=“YOURGOOGLE +BRANDPAGE” REL=“PUBLISHER” />! or
  64. or NOT A PLUS 1 BADGE!
  65. USE ARTICLE MARKUP PER SCHEMA.ORG
  66. CHECK USING GOOGLE’S STRUCTURED DATA TESTING TOOL
  67. IT AGGREGATES YOUR +1s GUEST POST LINKS +1s REL=PUBLISHER
  68. DISPERSED CITATION GUEST POST LINKS +1s REL=PUBLISHER ARTICLEARTICLE
  69. GOOGLE+ PROFILE PAGES GOOGLE AUTHORSHIP
  70. ONLY WORKS FOR INDIVIDUALS
  71. YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
  72. @@$!@**&!)!@
  73. GUEST POST LINKS +1s AUTHORSHIP
  74. GUEST POST LINKS +1s AUTHORSHIP ARTICLE
  75. GUEST POST LINKS +1s AUTHORSHIP ARTICLEARTICLE
  76. NAME = G+ PROFILE NAME BYLINE
  77. <A HREF=“YOURGOOGLE+PAGE? REL=AUTHOR”>LINK HERE</A>!
  78. LINK TO GOOGLE+ FROM EVERY PAGE… 1 SITE GOOGLE+ PROFILE Link from every piece you write
  79. …OR TO A BIO PAGE THAT LINKS TO G+ 1 SITE GOOGLE+ PROFILE Link from bio page BIO PAGE
  80. CLICK EDIT
  81. ADD LINK
  82. TEST USING STRUCTURED DATA TESTER
  83. ALL DONE
  84. DISPERSED CITATION GUEST POST LINKS +1s BRAND PROFILE PROFILE
  85. WHY WOULDN’T GOOGLE AGGREGATE OTHER SIGNALS TO GOOGLE+ PROFILES?
  86. GUEST POST LINKS +1s REVIEW VIDEO TIME IN STORE BRAND PROFILE PROFILE
  87. CAPITALIZE ON DISPERSED CITATION
  88. CAPITALIZE ON DISPERSED CITATION IT’S GOOD ANYWAY
  89. HEEYYYY! YOU BELIEVE IAN? HAVE I GOT A BUSINESS DEAL FOR YOU! WHY DISPERSED CITATION WILL STICK AROUND
  90. BASIC RULES OF PRODUCTS/IDEAS THAT LAST
  91. LIZARD BRAIN good good good good good good good good HATES BARRIERS TO ENTRY
  92. eeeeek! Humans!!!!
  93. CAT BRAIN I'M COMFY I'M ANNOYED PREPROGRAMMED ABILITY TO LEARN/FEEL
  94. TOO MUCH OF THIS REQUIRED? YOU’LL FAIL.
  95. LOW BARRIER TO ENTRY WORK ALONG EXISTING PATHWAYS LONG-TERM SATISFACTION, BUT NOT TOO MUCH LEARNING TRENDS THAT STICK USUALLY HAVE…
  96. GOOGLE+
  97. LIZARD BRAIN: LOW BARRIER TO ENTRY FOR CONSUMERS
  98. GOT GMAIL? YOU CAN +1 yeah, baby.
  99. CAT BRAIN: WARM TINGLIES i actually kick puppies in my dreams
  100. FANCY BRAIN: BUILDING SOMETHING
  101. FANCY BRAIN: ENHANCES USE OF ALL GOOGLE PROPERTIES
  102. BUT DOESN’T REQUIRE MUCH LEARNING
  103. I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
  104. DISPERSED CITATION
  105. LIZARD BRAIN: 90% OF WHAT GOOGLE NEEDS, THEY HAVE
  106. MAPS TO WHAT PEOPLE DO IN DAY-TO-DAY LIFE
  107. FANCY BRAIN: PASSIVE & AMBIENT
  108. FANCY BRAIN: EASILY EMBEDDED
  109. FANCY BRAIN: EASILY UBIQUITOUS
  110. you're at mcdonalds right now. that's all your points for the day. #*!$%&^!@#
  111. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING hey, this is your cell phone. it looks like you're in the bathroom right now. need anything?
  112. STRONG EVIDENCE GOOGLE’S ALREADY GOING IN THIS DIRECTION
  113. EVIDENCE IT’S ALREADY IN USE from moz.com
  114. BUT… …OK, HERE’S MORE
  115. NOW
  116. KNOWLEDGE GRAPH
  117. IN-DEPTH ARTICLES
  118. ALL OF THESE MOVE AWAY FROM LINKS & WORDS
  119. DISPERSED CITATION
  120. WE NEED A NEW WAY TO MEASURE
  121. DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
  122. DISPERSED CITATION MEASURES IDEAS BASED ON REAL, IMPLIED RELATIONSHIPS
  123. TELEPATHY NOT REQUIRED
  124. PEOPLE WHO LIKE POSTS BY SAMSUNG ALSO LIKE POSTS BY…
  125. Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds Cool cars
  126. Subway people who like both Samsung
  127. LESS NERDY WAYS TO DO THE SAME THING
  128. SORTA RANDOM
  129. FACEBOOK AD PLANNER
  130. THE IDEA GRAPH CAN DRIVE CONTENT ANGRY BIRD STRATEGIES FOR SAMSUNG MOBILE USERS
  131. THE IDEA GRAPH CAN DRIVE AD TARGETING
  132. TEST ADS TARGETING THEM
  133. THE IDEA GRAPH CAN DRIVE KEYWORD ANALYSIS
  134. Which phrases do these people like most often? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
  135. What do they care about? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
  136. WHY DO IT?
  137. WHY DO IT?
  138. WHY NOT?!!!
  139. OPTIMIZING FOR DISPERSED CITATION OPTIMIZING FOR SEARCH=
  140. IDEA GRAPH = GOOD MARKETING
  141. INDEPENDENCE FROM SINGLE- SOURCE DATA
  142. FUTURE-PROOF MARKETING yesssss.
  143. OTHER PRESENTATIONS I’VE DONE CHECK ‘EM OUT
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