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The Future of Search - Will Critchlow's presentation at FODM 2013
The document discusses the evolution of search, emphasizing the shift towards queryless search and the importance of user interaction and voice search. It highlights the growth of mobile search and the need for brands to prioritize user-centric content over search engine optimization. Additionally, it addresses updates and changes in the search marketing landscape, including the impact of Google's algorithms on content and marketing strategies.
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The Future of Search - Will Critchlow's presentation at FODM 2013
- 1. The Future ofSearch WILL CRITCHLOW
- 2. This query reallyshouldn’t work
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- 4. Understand, not justindex
- 5. See reddit formore Original thread
- 6. When someone searchesfor “best” From Google Trends
- 7. They probably don’tmean a page that says “best”
- 8. Watch this presentationfor more Read this. Watch this.
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- 10. There are alot of cards
- 12. I have atheory that this is positioned to train us to look in the right hand sidebar
- 13. I have atheory that this is positioned to train us to look in the right hand sidebar
- 14. Sometimes UI helpsrefine the query
- 15. All of thisenables voice search
- 16. Live now inChrome and on Android
- 17. “what time isit in New York?”
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- 20. Who talks totheir phone? I said
- 21. I’m coming roundto the idea
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- 23. It’s really hardnot to be signed in
- 24. Chrome sync isjust the beginning I predict we are going to see cookie sync
- 25. Android blurs theline with the web
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- 27. “london tube stations” query OldQuery Model
- 28. explicit query implicit query iPhoneuser, on street in London “london tube stations” New Query Model
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- 35. Where does thisend?
- 36. My vision whenwe started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it. -- Sergey Brin, Google
- 37.
- 38. Is this evensearch?
- 39. Does it matter? Itcertainly helps explain (not provided)
- 40. Let’s not forgetthe basics
- 41. Desktop search isstill growing That’s 20 billion searches / month in the US 2007 March 2013
- 42. Sites report growingmobile search Via RKG
- 43. Hampered by measurementissues Via RKG
- 44. ...but backed byGoogle statistics % smartphone users searching every day 2011 2012 2011 2012
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- 46. Social can besearch too That’s how I found the data on the previous slide
- 47. So is searchmarketing becoming “just good marketing”?
- 48. Google would likeus to think so
- 49. You might havenoticed googlebot coming round more often
- 50. The caffeine updateenabled all the more recent changes
- 51. No SEO presentation is completewithout an angry penguin
- 52. Penguin and Panda= progress Bad links Bad content
- 53. Their biggest winis spreading fear
- 54. Bad stuff stillworks short term But brands are rightly scared (finally)
- 55. Coming soon: badmerchant update Don’t make your customers angry
- 56. But not allof search is regular marketing
- 57. Make pages primarilyfor users, not for search engines -- Google webmaster guidelines This used to go even further
- 58. These days we feedthe robot in all kinds of ways Robots.txt Sitemaps Schema ...etc
- 59. The future looksgreat for search
- 60. The future looksgreat for search marketers
- 61. Technical skills + Data+ Building an audience
- 62. I’ve talked aboutthis elsewhere http://www.distilled.net/store/ll-2013-wc-critchlow/
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