1.
whitedotnet
#whiteexchange
Daniel Bianchini
Director of Services
danielbianchini

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whitedotnet
#whiteexchange
EVOLUTION OF
SEARCH

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whitedotnet
#whiteexchange
AB :Before Google After Google
4BG
1993-1997
Birth of the Current
Search Engine
2AG
2000-2010
12AG
2011-2013
16+AG
2014+

4.
whitedotnet
#whiteexchange
Search 1.0
BUT LET’S START
BEFORE
RECORDS BEGAN

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whitedotnet
#whiteexchange
ARCHIE – CONSIDERED TO BE THE VERY FIRST SEARCH ENGINE

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whitedotnet
#whiteexchange
whitedotnet
Sir Tim
Berners-Lee
#whiteexchange

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whitedotnet
#whiteexchange
4B
1993-1997

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whitedotnet
#whiteexchange
Search 1.0
DURING THIS
TIME ONLY A FEW
WEBSITES
EXISTED

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whitedotnet
#whiteexchange
Search 1.0
I’M TALKING A
FEW HUNDRED

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whitedotnet
#whiteexchange
Search 1.0
AND ONLY A FEW
SEARCH ENGINES

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
Search 1.0
THEY WERE VERY
SIMPLE

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whitedotnet
#whiteexchange
Search 1.0
WHICH MEANT
YOU COULD
RANK BY…

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whitedotnet
#whiteexchange
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS

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whitedotnet
#whiteexchange
Search 1.0
MEANING THEY
WERE

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whitedotnet
#whiteexchange
Search 1.0
EASY TO
MANIPULATE

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whitedotnet
#whiteexchange
Search 1.0
EASY TO SPAM

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whitedotnet
#whiteexchange
Search 1.0
1998
BIRTH OF CHRIST

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whitedotnet
#whiteexchange
Sergi Brin & Larry Page
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
Search 1.0
BIRTH OF
GOOGLE

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whitedotnet
#whiteexchange
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS

24.
whitedotnet
#whiteexchange
Search 1.0
BIRTH OF
GOOGLE
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
Search 1.0
WITH THIS
CHANGE

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whitedotnet
#whiteexchange
What you
want to say
What they are
interested in
Relevance
INCREASED RELEVANCE IN THE SERPS
Content Links

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whitedotnet
#whiteexchange
2000-2010
2A

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

35.
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
FIRST IT WAS VERTICAL SEARCH
News Groups Directory Images
Google Search

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whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Local Search
whitedotnet
#whiteexchange

38.
whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Flight Searchwhitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Flight Search
Sports
scores
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
UNIVERSAL
SEARCH
UNTIL THEY DECIDED TO BRING IT ALL TOGETHER

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
Street
View
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
REVOLUTIONISED
SEARCH
IN 10 YEARS THEY HAD

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whitedotnet
#whiteexchange
CHANGED OUR
THINKING
IN 10 YEARS THEY HAD

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whitedotnet
#whiteexchange
Search 1.0
ALL WHILST
THERE WAS STIFF
COMPETITION

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whitedotnet
#whiteexchange
whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange

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whitedotnet
#whiteexchange
Search 1.0
AND MARKETERS
TRYING TO
MANIPULATE THE
ALGORITHM

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whitedotnet
#whiteexchange
2011-13
12A

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whitedotnet
#whiteexchange
Search 1.0
MORE MAJOR
CHANGES IN 2
YEARS THAN THE
PREVIOUS 12

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whitedotnet
#whiteexchange
FIRST CAME THE PANDA – RELEASED FEB 2011
whitedotnet
The
Venice
Update
#whiteexchange

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whitedotnet
#whiteexchange
THE PANDA UPDATE – RELEASED FEB 2011
whitedotnet

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whitedotnet
#whiteexchange
The Panda algorithm update affected
up to 12% of search results. Panda
cracked down on websites with thin
content, content farms and high ad-
to-content ratio.
EFFECT OF PANDA

54.
whitedotnet
#whiteexchange
THE PENGUIN UPDATE – RELEASED APRIL 2012

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whitedotnet
#whiteexchange
Penguin adjusted a number of spam
factors, including keyword stuffing,
and impacted an estimated 3.1% of
English queries.
EFFECT OF PENGUIN

56.
whitedotnet
#whiteexchange
The
Hummingbird
Update
whitedotnet
#whiteexchange

57.
whitedotnet
#whiteexchange
Search 1.0
AS WELL AS

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whitedotnet
#whiteexchange
IMPROVING PERSONALISED SEARCH

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whitedotnet
#whiteexchange
STARTING TO INTEGRATE SOCIAL SIGNALS

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whitedotnet
#whiteexchange
2014+
16+A

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whitedotnet
#whiteexchange
IT WILL BECOME
QUICKER
WHERE WILL SEARCH GO

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whitedotnet
#whiteexchange
MORE SEMANTIC
WHERE WILL SEARCH GO

63.
whitedotnet
#whiteexchange
MORE SOCIAL
WHERE WILL SEARCH GO

64.
whitedotnet
#whiteexchange
whitedotnet
More Mobile
#whiteexchange

65.
whitedotnet
#whiteexchange
THESE ARE ONLY
MY THOUGHTS
IN 10 YEARS THEY HAD

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whitedotnet
#whiteexchange
Search 1.0
SEARCH IS
CHANGING
RAPIDLY!

67.
whitedotnet
#whiteexchange
Search 1.0
WE ARE
CHANGING
RAPIDLY!

68.
whitedotnet
#whiteexchange
Search 1.0
ARE YOU?