whitedotnet
#whiteexchange
Daniel Bianchini
Director of Services
danielbianchini
whitedotnet
#whiteexchange
EVOLUTION OF
SEARCH
whitedotnet
#whiteexchange
AB :Before Google After Google
4BG
1993-1997
Birth of the Current
Search Engine
2AG
2000-2010
1...
whitedotnet
#whiteexchange
Search 1.0
BUT LET’S START
BEFORE
RECORDS BEGAN
whitedotnet
#whiteexchange
ARCHIE – CONSIDERED TO BE THE VERY FIRST SEARCH ENGINE
whitedotnet
#whiteexchange
whitedotnet
Sir Tim
Berners-Lee
#whiteexchange
whitedotnet
#whiteexchange
4B
1993-1997
whitedotnet
#whiteexchange
Search 1.0
DURING THIS
TIME ONLY A FEW
WEBSITES
EXISTED
whitedotnet
#whiteexchange
Search 1.0
I’M TALKING A
FEW HUNDRED
whitedotnet
#whiteexchange
Search 1.0
AND ONLY A FEW
SEARCH ENGINES
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Search 1.0
THEY WERE VERY
SIMPLE
whitedotnet
#whiteexchange
Search 1.0
WHICH MEANT
YOU COULD
RANK BY…
whitedotnet
#whiteexchange
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS...
whitedotnet
#whiteexchange
Search 1.0
MEANING THEY
WERE
whitedotnet
#whiteexchange
Search 1.0
EASY TO
MANIPULATE
whitedotnet
#whiteexchange
Search 1.0
EASY TO SPAM
whitedotnet
#whiteexchange
Search 1.0
1998
BIRTH OF CHRIST
whitedotnet
#whiteexchange
Sergi Brin & Larry Page
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Search 1.0
BIRTH OF
GOOGLE
whitedotnet
#whiteexchange
CURTAIN FABRICS CURTAIN FABRICS CURTAIN
FABRICS CURTAIN FABRICS CURTAIN FABRICS
CURTAIN FABRICS...
whitedotnet
#whiteexchange
Search 1.0
BIRTH OF
GOOGLE
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Search 1.0
WITH THIS
CHANGE
whitedotnet
#whiteexchange
What you
want to say
What they are
interested in
Relevance
INCREASED RELEVANCE IN THE SERPS
Con...
whitedotnet
#whiteexchange
2000-2010
2A
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
FIRST IT WAS VERTICAL SEARCH
News Groups Directory Images
Google Search
whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Local Search
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Flight Searchwhitedotnet
#whiteexchange
whitedotnet
#whiteexchange
LOCAL SEARCH
VERTICAL
SEARCH
Flight Search
Sports
scores
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
UNIVERSAL
SEARCH
UNTIL THEY DECIDED TO BRING IT ALL TOGETHER
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Street
View
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
REVOLUTIONISED
SEARCH
IN 10 YEARS THEY HAD
whitedotnet
#whiteexchange
CHANGED OUR
THINKING
IN 10 YEARS THEY HAD
whitedotnet
#whiteexchange
Search 1.0
ALL WHILST
THERE WAS STIFF
COMPETITION
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Search 1.0
AND MARKETERS
TRYING TO
MANIPULATE THE
ALGORITHM
whitedotnet
#whiteexchange
2011-13
12A
whitedotnet
#whiteexchange
Search 1.0
MORE MAJOR
CHANGES IN 2
YEARS THAN THE
PREVIOUS 12
whitedotnet
#whiteexchange
FIRST CAME THE PANDA – RELEASED FEB 2011
whitedotnet
The
Venice
Update
#whiteexchange
whitedotnet
#whiteexchange
THE PANDA UPDATE – RELEASED FEB 2011
whitedotnet
whitedotnet
#whiteexchange
The Panda algorithm update affected
up to 12% of search results. Panda
cracked down on websites...
whitedotnet
#whiteexchange
THE PENGUIN UPDATE – RELEASED APRIL 2012
whitedotnet
#whiteexchange
Penguin adjusted a number of spam
factors, including keyword stuffing,
and impacted an estimate...
whitedotnet
#whiteexchange
The
Hummingbird
Update
whitedotnet
#whiteexchange
whitedotnet
#whiteexchange
Search 1.0
AS WELL AS
whitedotnet
#whiteexchange
IMPROVING PERSONALISED SEARCH
whitedotnet
#whiteexchange
STARTING TO INTEGRATE SOCIAL SIGNALS
whitedotnet
#whiteexchange
2014+
16+A
whitedotnet
#whiteexchange
IT WILL BECOME
QUICKER
WHERE WILL SEARCH GO
whitedotnet
#whiteexchange
MORE SEMANTIC
WHERE WILL SEARCH GO
whitedotnet
#whiteexchange
MORE SOCIAL
WHERE WILL SEARCH GO
whitedotnet
#whiteexchange
whitedotnet
More Mobile
#whiteexchange
whitedotnet
#whiteexchange
THESE ARE ONLY
MY THOUGHTS
IN 10 YEARS THEY HAD
whitedotnet
#whiteexchange
Search 1.0
SEARCH IS
CHANGING
RAPIDLY!
whitedotnet
#whiteexchange
Search 1.0
WE ARE
CHANGING
RAPIDLY!
whitedotnet
#whiteexchange
Search 1.0
ARE YOU?
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Evolution of search - White Exchange 2013

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Looking through the evolution of search and the way it has changed and evolved since the dawn of the internet

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Evolution of search - White Exchange 2013

  1. 1. whitedotnet #whiteexchange Daniel Bianchini Director of Services danielbianchini
  2. 2. whitedotnet #whiteexchange EVOLUTION OF SEARCH
  3. 3. 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. 4. whitedotnet #whiteexchange Search 1.0 BUT LET’S START BEFORE RECORDS BEGAN
  5. 5. whitedotnet #whiteexchange ARCHIE – CONSIDERED TO BE THE VERY FIRST SEARCH ENGINE
  6. 6. whitedotnet #whiteexchange whitedotnet Sir Tim Berners-Lee #whiteexchange
  7. 7. whitedotnet #whiteexchange 4B 1993-1997
  8. 8. whitedotnet #whiteexchange Search 1.0 DURING THIS TIME ONLY A FEW WEBSITES EXISTED
  9. 9. whitedotnet #whiteexchange Search 1.0 I’M TALKING A FEW HUNDRED
  10. 10. whitedotnet #whiteexchange Search 1.0 AND ONLY A FEW SEARCH ENGINES
  11. 11. whitedotnet #whiteexchange
  12. 12. whitedotnet #whiteexchange
  13. 13. whitedotnet #whiteexchange
  14. 14. whitedotnet #whiteexchange Search 1.0 THEY WERE VERY SIMPLE
  15. 15. whitedotnet #whiteexchange Search 1.0 WHICH MEANT YOU COULD RANK BY…
  16. 16. 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
  17. 17. whitedotnet #whiteexchange Search 1.0 MEANING THEY WERE
  18. 18. whitedotnet #whiteexchange Search 1.0 EASY TO MANIPULATE
  19. 19. whitedotnet #whiteexchange Search 1.0 EASY TO SPAM
  20. 20. whitedotnet #whiteexchange Search 1.0 1998 BIRTH OF CHRIST
  21. 21. whitedotnet #whiteexchange Sergi Brin & Larry Page whitedotnet #whiteexchange
  22. 22. whitedotnet #whiteexchange Search 1.0 BIRTH OF GOOGLE
  23. 23. 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. 24. whitedotnet #whiteexchange Search 1.0 BIRTH OF GOOGLE whitedotnet #whiteexchange
  25. 25. whitedotnet #whiteexchange
  26. 26. whitedotnet #whiteexchange Search 1.0 WITH THIS CHANGE
  27. 27. whitedotnet #whiteexchange What you want to say What they are interested in Relevance INCREASED RELEVANCE IN THE SERPS Content Links
  28. 28. whitedotnet #whiteexchange 2000-2010 2A
  29. 29. whitedotnet #whiteexchange
  30. 30. whitedotnet #whiteexchange
  31. 31. whitedotnet #whiteexchange
  32. 32. whitedotnet #whiteexchange
  33. 33. whitedotnet #whiteexchange
  34. 34. whitedotnet #whiteexchange
  35. 35. whitedotnet #whiteexchange
  36. 36. whitedotnet #whiteexchange FIRST IT WAS VERTICAL SEARCH News Groups Directory Images Google Search
  37. 37. whitedotnet #whiteexchange LOCAL SEARCH VERTICAL SEARCH Local Search whitedotnet #whiteexchange
  38. 38. whitedotnet #whiteexchange LOCAL SEARCH VERTICAL SEARCH Flight Searchwhitedotnet #whiteexchange
  39. 39. whitedotnet #whiteexchange LOCAL SEARCH VERTICAL SEARCH Flight Search Sports scores whitedotnet #whiteexchange
  40. 40. whitedotnet #whiteexchange UNIVERSAL SEARCH UNTIL THEY DECIDED TO BRING IT ALL TOGETHER
  41. 41. whitedotnet #whiteexchange
  42. 42. whitedotnet #whiteexchange Street View whitedotnet #whiteexchange
  43. 43. whitedotnet #whiteexchange REVOLUTIONISED SEARCH IN 10 YEARS THEY HAD
  44. 44. whitedotnet #whiteexchange CHANGED OUR THINKING IN 10 YEARS THEY HAD
  45. 45. whitedotnet #whiteexchange Search 1.0 ALL WHILST THERE WAS STIFF COMPETITION
  46. 46. whitedotnet #whiteexchange whitedotnet #whiteexchange
  47. 47. whitedotnet #whiteexchange
  48. 48. whitedotnet #whiteexchange Search 1.0 AND MARKETERS TRYING TO MANIPULATE THE ALGORITHM
  49. 49. whitedotnet #whiteexchange 2011-13 12A
  50. 50. whitedotnet #whiteexchange Search 1.0 MORE MAJOR CHANGES IN 2 YEARS THAN THE PREVIOUS 12
  51. 51. whitedotnet #whiteexchange FIRST CAME THE PANDA – RELEASED FEB 2011 whitedotnet The Venice Update #whiteexchange
  52. 52. whitedotnet #whiteexchange THE PANDA UPDATE – RELEASED FEB 2011 whitedotnet
  53. 53. 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. 54. whitedotnet #whiteexchange THE PENGUIN UPDATE – RELEASED APRIL 2012
  55. 55. 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. 56. whitedotnet #whiteexchange The Hummingbird Update whitedotnet #whiteexchange
  57. 57. whitedotnet #whiteexchange Search 1.0 AS WELL AS
  58. 58. whitedotnet #whiteexchange IMPROVING PERSONALISED SEARCH
  59. 59. whitedotnet #whiteexchange STARTING TO INTEGRATE SOCIAL SIGNALS
  60. 60. whitedotnet #whiteexchange 2014+ 16+A
  61. 61. whitedotnet #whiteexchange IT WILL BECOME QUICKER WHERE WILL SEARCH GO
  62. 62. whitedotnet #whiteexchange MORE SEMANTIC WHERE WILL SEARCH GO
  63. 63. whitedotnet #whiteexchange MORE SOCIAL WHERE WILL SEARCH GO
  64. 64. whitedotnet #whiteexchange whitedotnet More Mobile #whiteexchange
  65. 65. whitedotnet #whiteexchange THESE ARE ONLY MY THOUGHTS IN 10 YEARS THEY HAD
  66. 66. whitedotnet #whiteexchange Search 1.0 SEARCH IS CHANGING RAPIDLY!
  67. 67. whitedotnet #whiteexchange Search 1.0 WE ARE CHANGING RAPIDLY!
  68. 68. whitedotnet #whiteexchange Search 1.0 ARE YOU?

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