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The Future of Search: Dispersed Citation & The Idea Graph
 

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.

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.

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    The Future of Search: Dispersed Citation & The Idea Graph The Future of Search: Dispersed Citation & The Idea Graph Presentation Transcript

    • DISPERSED CITATION, THE IDEA GRAPH AND GOOGLE AUTHORSHIP: THE FUTURE OF SEARCH & SOCIAL Links: portent.co/mktftr Twitter: @portentint THE NEXT WEB
    • Ian Lurie @portentint ian@portent.com
    • THESE ARE THE LINKS Links: portent.co/mktftr
    • HOW THIS WILL GO Hand-wavyvisiony-ness Where we're at What's coming How to prepare Why you should
    • SOME NERDINESS MAY ENSUE
    • I’M NO GURU
    • TABLETS? THEY’LL NEVER SUCCEED ian lurie, 2010
    • I STICK WITH 3-4 YEARS
    • WE CAN’T WAIT 10 YEARS
    • REDUCED CHANCE OF EMBARASSING MYSELF
    • WHERE WE’RE AT NOW SEARCH = UTILITY
    • WHERE WE’RE AT NOW LINKS & WORDS
    • LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST
    • LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
    • @@$!@**&!)!@
    • GUEST POSTING
    • GUEST POSTING SUCKS “HOW MANY LINKS DO WE HAVE?” GREETINGS OF THE DAY! I AM FRED, SEO COPYWRITER…
    • BLOG POSTING
    • 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.
    • i am so going to kick your @ss
    • WHERE WE’RE AT NOW (NOT PROVIDED)
    • GOOGLE’S WAY OF SAYING keyword stuff this.
    • GOOGLE’S WAY OF SAYINGI’M NOT A TINFOIL HAT KINDA GUY
    • GOOGLE’S WAY OF SAYING see how cute and helpful we are?
    • 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
    • BOOOOOOOO. outrage! burn them at the stake! pillage their evil corporate empires! REACTION WHEN YOU EXPLAIN HOW GOOGLE GETS PERSONALIZED RESULTS
    • too late, suckers. we are outta here nsa, anyone?
    • 100 0 10 20 30 40 50 60 70 80 90 %'notprovided' NOT PROVIDED OVER TIME
    • (NOT PROVIDED) WILL HIT >90% IN 2014
    • FUUUUUUUUUUUUUUUU….
    • RELAX
    • WHERE WE’RE GOING DISPERSED CITATION
    • DISPERSED CITATION =PAGERANK FOR REALITY
    • BUILDS AUTHORITY BASED ON CITATION AROUND THE WEB, LINKS OR NO LINKS. COLLECTS AND REDISTRIBUTES IT. DISPERSED CITATION
    • DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
    • YOUR SITETHEIR SITE GUEST POST NYT 10,000 +1s GOOGLE+ PROFILE
    • 1: GOOGLE + AND AUTHORSHIP/ SCHEMA
    • ‘GOOGLE PLUS’ IS 2 THINGS
    • A PLATFORM A SOCIAL NETWORK
    • AS A SOCIAL NETWORK, GOOGLE+ WILL FAIL
    • whoa, there. if it doesn't send any traffic, why should i care?
    • AS A SOCIAL MEDIA PLATFORM, GOOGLE+ WINS BIG
    • IT INTEGRATES EVERYWHERE DO NOT RUN. WE ARE YOUR FRIENDS.
    • ALL MOBILE
    • I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
    • WILL GOOGLE ‘BEAT’ FACEBOOK? NO.
    • GOOGLE +1s
    • GOOGLE +1Sthat list of coolest ice cubes is awesome. but how do we tell people? give it a +1
    • HIGH CORRELATION TO RANKINGS from moz.com
    • RESIST THE TEMPTATION TO SPAM IT
    • RESIST THE TEMPTATION TO SPAM IT THERE’S ONLY ONE PLACE THAT LEADS IT’S NOT A HAPPY PLACE
    • CORRELATION ≠ CAUSATION THIS BOAT DIDN’T SINK BECAUSE IT HAD WINDOWS
    • STILL…
    • YOU NEED TO CAPITALIZE
    • BUILD YOUR SITE TO GET AND GET CREDIT FOR +1S
    • INCLUDE THE BUTTON
    • INCLUDE THE BUTTON
    • MAKE IT STICKY
    • DON’T MOVE STUFF AROUND
    • SET UP REL=PUBLISHER
    • LINK FROM YOUR G+ BRAND PAGE
    • <A HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER”>LINK HERE</A>! LINK TO YOUR G+ BRAND PAGE
    • <LINK HREF=“YOURGOOGLE +BRANDPAGE” REL=“PUBLISHER” />! or
    • or NOT A PLUS 1 BADGE!
    • USE ARTICLE MARKUP PER SCHEMA.ORG
    • CHECK USING GOOGLE’S STRUCTURED DATA TESTING TOOL
    • IT AGGREGATES YOUR +1s GUEST POST LINKS +1s REL=PUBLISHER
    • DISPERSED CITATION GUEST POST LINKS +1s REL=PUBLISHER ARTICLEARTICLE
    • GOOGLE+ PROFILE PAGES GOOGLE AUTHORSHIP
    • ONLY WORKS FOR INDIVIDUALS
    • YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
    • @@$!@**&!)!@
    • GUEST POST LINKS +1s AUTHORSHIP
    • GUEST POST LINKS +1s AUTHORSHIP ARTICLE
    • GUEST POST LINKS +1s AUTHORSHIP ARTICLEARTICLE
    • NAME = G+ PROFILE NAME BYLINE
    • <A HREF=“YOURGOOGLE+PAGE? REL=AUTHOR”>LINK HERE</A>!
    • LINK TO GOOGLE+ FROM EVERY PAGE… 1 SITE GOOGLE+ PROFILE Link from every piece you write
    • …OR TO A BIO PAGE THAT LINKS TO G+ 1 SITE GOOGLE+ PROFILE Link from bio page BIO PAGE
    • CLICK EDIT
    • ADD LINK
    • TEST USING STRUCTURED DATA TESTER
    • ALL DONE
    • DISPERSED CITATION GUEST POST LINKS +1s BRAND PROFILE PROFILE
    • WHY WOULDN’T GOOGLE AGGREGATE OTHER SIGNALS TO GOOGLE+ PROFILES?
    • GUEST POST LINKS +1s REVIEW VIDEO TIME IN STORE BRAND PROFILE PROFILE
    • CAPITALIZE ON DISPERSED CITATION
    • CAPITALIZE ON DISPERSED CITATION IT’S GOOD ANYWAY
    • HEEYYYY! YOU BELIEVE IAN? HAVE I GOT A BUSINESS DEAL FOR YOU! WHY DISPERSED CITATION WILL STICK AROUND
    • BASIC RULES OF PRODUCTS/IDEAS THAT LAST
    • LIZARD BRAIN good good good good good good good good HATES BARRIERS TO ENTRY
    • eeeeek! Humans!!!!
    • CAT BRAIN I'M COMFY I'M ANNOYED PREPROGRAMMED ABILITY TO LEARN/FEEL
    • TOO MUCH OF THIS REQUIRED? YOU’LL FAIL.
    • LOW BARRIER TO ENTRY WORK ALONG EXISTING PATHWAYS LONG-TERM SATISFACTION, BUT NOT TOO MUCH LEARNING TRENDS THAT STICK USUALLY HAVE…
    • GOOGLE+
    • LIZARD BRAIN: LOW BARRIER TO ENTRY FOR CONSUMERS
    • GOT GMAIL? YOU CAN +1 yeah, baby.
    • CAT BRAIN: WARM TINGLIES i actually kick puppies in my dreams
    • FANCY BRAIN: BUILDING SOMETHING
    • FANCY BRAIN: ENHANCES USE OF ALL GOOGLE PROPERTIES
    • BUT DOESN’T REQUIRE MUCH LEARNING
    • I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
    • DISPERSED CITATION
    • LIZARD BRAIN: 90% OF WHAT GOOGLE NEEDS, THEY HAVE
    • MAPS TO WHAT PEOPLE DO IN DAY-TO-DAY LIFE
    • FANCY BRAIN: PASSIVE & AMBIENT
    • FANCY BRAIN: EASILY EMBEDDED
    • FANCY BRAIN: EASILY UBIQUITOUS
    • you're at mcdonalds right now. that's all your points for the day. #*!$%&^!@#
    • @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?
    • STRONG EVIDENCE GOOGLE’S ALREADY GOING IN THIS DIRECTION
    • EVIDENCE IT’S ALREADY IN USE from moz.com
    • BUT… …OK, HERE’S MORE
    • NOW
    • KNOWLEDGE GRAPH
    • IN-DEPTH ARTICLES
    • ALL OF THESE MOVE AWAY FROM LINKS & WORDS
    • DISPERSED CITATION
    • WE NEED A NEW WAY TO MEASURE
    • DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
    • DISPERSED CITATION MEASURES IDEAS BASED ON REAL, IMPLIED RELATIONSHIPS
    • TELEPATHY NOT REQUIRED
    • PEOPLE WHO LIKE POSTS BY SAMSUNG ALSO LIKE POSTS BY…
    • Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds Cool cars
    • Subway people who like both Samsung
    • LESS NERDY WAYS TO DO THE SAME THING
    • SORTA RANDOM
    • FACEBOOK AD PLANNER
    • THE IDEA GRAPH CAN DRIVE CONTENT ANGRY BIRD STRATEGIES FOR SAMSUNG MOBILE USERS
    • THE IDEA GRAPH CAN DRIVE AD TARGETING
    • TEST ADS TARGETING THEM
    • THE IDEA GRAPH CAN DRIVE KEYWORD ANALYSIS
    • Which phrases do these people like most often? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
    • What do they care about? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
    • WHY DO IT?
    • WHY DO IT?
    • WHY NOT?!!!
    • OPTIMIZING FOR DISPERSED CITATION OPTIMIZING FOR SEARCH=
    • IDEA GRAPH = GOOD MARKETING
    • INDEPENDENCE FROM SINGLE- SOURCE DATA
    • FUTURE-PROOF MARKETING yesssss.
    • OTHER PRESENTATIONS I’VE DONE CHECK ‘EM OUT