Context is King                    Dr. Augustine Fou                    http://www.linkedin.com/in/augustinefou           ...
Users research more   Users rely on search even            Google reports more than 3   more frequently.                  ...
Users search more savvy Long tail terms imply users       • Users are searching longer terms type longer phrases to get   ...
Users look for context …                    378 reviews                                  # of sharesNovember 30, 2012     ...
Reviews of ReviewsDecember 1, 2012     5
Advertisers must provide...                                By curating content,                                advertisers...
PageRank is no longersufficient …                          “Ranking of web pages used                                     ...
Search for “Pizza”  User searches for “pizza”                Looking for a        … from smartphone around           place...
So What?    “Users are getting more savvy and are    doing more research online to inform their    purchases. Advertisers ...
Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable c...
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Context is King by Augustine Fou Digital Change Agent

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Users need context to judge the trustworthiness of the content they find via search. PageRank is no longer sufficient because today there are far more types of content than just web pages.

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Context is King by Augustine Fou Digital Change Agent

  1. 1. Context is King Dr. Augustine Fou http://www.linkedin.com/in/augustinefou November 30, 2012.November 30, 2012 1
  2. 2. Users research more Users rely on search even Google reports more than 3 more frequently. billion searches per day Source: Pew Internet March 2012 Source: Business Insider 2012November 30, 2012 2
  3. 3. Users search more savvy Long tail terms imply users • Users are searching longer terms type longer phrases to get • Average query word count is more accurate search results. greater than 4 words, in 2012 Source: Optify 2012 Source: Chitika, Jan 2012November 30, 2012 3
  4. 4. Users look for context … 378 reviews # of sharesNovember 30, 2012 4
  5. 5. Reviews of ReviewsDecember 1, 2012 5
  6. 6. Advertisers must provide... By curating content, advertisers can provide their users with something valuable and useful without the high cost of original content creation.November 30, 2012 …content and context 6
  7. 7. PageRank is no longersufficient … “Ranking of web pages used to be great for helping to find information…. … but now, the amount and variety of information goes well beyond web pages, so PageRank is no longer sufficient in helping people find information and then judge its trustworthiness.” Source: SmashingMagazine -- Augustine FouNovember 30, 2012 7
  8. 8. Search for “Pizza” User searches for “pizza” Looking for a … from smartphone around place for lunch noon in the city User searches for “pizza” Looking for … from desktop computer on pizza home on Friday night in suburbs deliveryContext-aware search results are becoming more necessaryNovember 30, 2012 8
  9. 9. So What? “Users are getting more savvy and are doing more research online to inform their purchases. Advertisers need to provide more content, make the content more easily findable, and also provide the context for users to judge its trustworthiness.” - Dr. Augustine FouNovember 30, 2012 9
  10. 10. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23ClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou

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