Kelvin Newman - Search 2015


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Kelvin Newman - Search 2015

  1. 1. Search 2015 Kelvin Newman 2nd October 2013 @kelvinnewman JD Hancock
  2. 2. Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services
  3. 3. Organiser BrightonSEO/Content Marketing Show Two Free (and awesome) Conferences
  4. 4. Co-Founder Clockwork Talent Decent Digital Recruitment
  5. 5. Last few years in Search have been dominated by Google updates
  6. 6. First we had panda Berto Garcia
  7. 7. This update is designed to reduce rankings for low- quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. Matt Cutts, Google planetc1
  8. 8. and then penguin
  9. 9. In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Matt Cutts, Google jolieodell
  10. 10. and last week humming bird
  11. 11. which isn’t technically an update,
  12. 12. but we need to think longer term than the next update
  13. 13. what is the future of search? enderike
  14. 14. not a new update
  15. 15. but a new paradigm
  16. 16. introducing Knowledge Graph
  17. 17. The Knowledge Graph enables you to search for things, people or places that Google knows about— landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. Amit Singhal, Google
  18. 18. Knowledge Graph is part of a huge change in how Google deliver search results
  19. 19. There’s more than 85 of these features that Dr. Pete from Moz has documented beyond-10-blue-links-the-future-of- ranking
  20. 20. But they’re just for informational queries...
  21. 21. a change in purpose: help find pages help find answers
  22. 22. a change in purpose: help find pages help find answers
  23. 23. You can no longer rely on Google to send you traffic
  24. 24. or even tell you about it Alex E. Proimos
  25. 25. And that’s before we get started on Facebook JD Hancock for nearly a year iPhone search traffic appeared as direct
  26. 26. and we’re rapidly approaching the point where we have no data on keyword traffic
  27. 27. Search isn’t about keywords anymore
  28. 28. It's about entities. JD Hancock
  29. 29. Entities are normally, people, places, brands etc JD Hancock
  30. 30. but can be any ‘thing’ which has a relationship to another ‘thing’ JD Hancock
  31. 31. every business is really just a database and a front end JD Hancock
  32. 32. and Google wants to become that front-end JD Hancock
  33. 33. how can you make money if nobody ever goes to your site? JD Hancock
  34. 34. You may need to revisit your business model kennymatic
  35. 35. I love the Business Model Canvas
  36. 36. So what can I do?
  37. 37. Familiarize yourself with Freebase
  38. 38. Play with VisualDataWeb
  39. 39. Mark Up using the Open Graph Protocol
  40. 40. Implement
  41. 41. sit down and ask yourself could your business have an api
  42. 42. tl;dr SEO is changing it’s not about optimising your website for search engines, it’s about optimising your business for search engines
  43. 43. Kelvin Newman @kelvinnewman