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The Pragmatic Future of Search

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Mike King's Future of Search presentation from Inbound 2016.

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The Pragmatic Future of Search

  1. 1. #INBOUND16@iPullRank THE PRAGMATIC FUTURE OF SEARCH What’s changed, what’s next and how you can capitalize on it Michael King @(iPullRank)
  2. 2. #INBOUND16@iPullRank DOWNLOAD THIS DECK http://bit.ly/pragmatic-search
  3. 3. #INBOUND16@iPullRank@iPullRank “WHAT’S THE FUTURE OF SEARCH?” A question that plagues me around this time of year every year. This again?!
  4. 4. #INBOUND16@iPullRank@iPullRank THE FUTURE OF SEARCH The pragmatic business answer
  5. 5. #INBOUND16@iPullRank@iPullRank MY REAL ANSWER Is that future of search looks a lot like this…
  6. 6. #INBOUND16@iPullRank
  7. 7. #INBOUND16@iPullRank #INBOUND16 The Future of Search is a predictive and interactive Assistant that takes something like this and knows enough about you to pick exactly what you’d want
  8. 8. #INBOUND16@iPullRank@iPullRank Seriously, how did you choose anything?Thanks for coming to this session, though.
  9. 9. #INBOUND16@iPullRank@iPullRank Far- fetched?You tell me.
  10. 10. #INBOUND16@iPullRank@iPullRank Well, what do we need? Location Persistent User Context The World’s Information An always on device Natural Language Processing Machine Learning + Computing Power
  11. 11. #INBOUND16@iPullRank@iPullRank And what else? Speed Good User Experience
  12. 12. #INBOUND16@iPullRank #INBOUND16 Google has long tracked your location.
  13. 13. #INBOUND16@iPullRank #INBOUND16 Google leverages its database of affinity to develop user contexts and segment us into them.
  14. 14. #INBOUND16@iPullRank #INBOUND16 Google’s whole purpose is to store and make the world’s data accessible.
  15. 15. #INBOUND16@iPullRank@iPullRank 150,000,000,000,000 The estimated number of megabytes of data that Google stores. (or just 15 exabytes) Cirrus Insight
  16. 16. #INBOUND16@iPullRank Perhaps you have heard of Android, Google’s mobile operation system.
  17. 17. #INBOUND16@iPullRank@iPullRank 87.5% Of smartphones worldwide run Android. Strategy Analytics
  18. 18. #INBOUND16@iPullRank #INBOUND16 Natural Language Processing has long been something Google has looked to conquer.
  19. 19. #INBOUND16@iPullRank #INBOUND16 They’ve been nice enough to open source their NLP modules so we can all leverage them.
  20. 20. #INBOUND16@iPullRank #INBOUND16 Google has been working on quantum computing to accelerate Moore’s Law
  21. 21. #INBOUND16@iPullRank@iPullRank 100mm times faster than a classical computer by using a D-Wave quantum computer NewScientist.com
  22. 22. #INBOUND16@iPullRank #INBOUND16 Google’s got the machine learning thing covered
  23. 23. #INBOUND16@iPullRank #INBOUND16 So much so that they open sourced their machine learning tech in hopes other people would catch up.
  24. 24. #INBOUND16@iPullRank #INBOUND16 Google Fiber is one of the many drastic things that Google has done to increase the speed of the Internet.
  25. 25. #INBOUND16@iPullRank #INBOUND16 Material Design is Google’s “visual language” to develop streamlined and effective user experiences.
  26. 26. #INBOUND16@iPullRank@iPullRank GOOGLE IS JUST ABOUT READY TO BE THE STAR TREK COMPUTER It’s already here.
  27. 27. #INBOUND16@iPullRank #INBOUND16 Google Now was the first tool to truly go in that direction.
  28. 28. #INBOUND16@iPullRank #INBOUND16 Google Assistant is V1 of Google’s “Star Trek computer”
  29. 29. #INBOUND16@iPullRank #INBOUND16 Google Home is “Assistant” in a box…
  30. 30. #INBOUND16@iPullRank
  31. 31. #INBOUND16@iPullRank@iPullRank 1 WHERE HAVE WE BEEN? (AS IT PERTAINS TO THE FUTURE)
  32. 32. #INBOUND16@iPullRank #INBOUND16 10 Blue Links
  33. 33. #INBOUND16@iPullRank@iPullRank UNIVERSAL SEARCH Google moved away from 10 blue links towards integrating different media into the SERP. Google needed more media types to answer your query.
  34. 34. #INBOUND16@iPullRank #INBOUND16 Caffeine Update – Google needed speed to get you the best results all the time.
  35. 35. #INBOUND16@iPullRank #INBOUND16 Personalized Search – Google made the results more relevant to the specific user’s context.
  36. 36. #INBOUND16@iPullRank #INBOUND16 Google Instant – Google needed to answer your question faster by helping you formulate it
  37. 37. #INBOUND16@iPullRank@iPullRank 2-5 seconds Can be saved per search using Google Instant. Gizmodo
  38. 38. #INBOUND16@iPullRank #INBOUND16 Panda Algorithm – Google needed to get the bad content outtahere!
  39. 39. #INBOUND16@iPullRank #INBOUND16 Google Penguin – Google needed discourage you from manipulating the link graph.
  40. 40. #INBOUND16@iPullRank #INBOUND16 Structured Markup – Google needed help understanding the nuances of your content more.
  41. 41. #INBOUND16@iPullRank #INBOUND16 Google Hummingbird – Google needed to get a better understanding of entity relationships in indexation.
  42. 42. #INBOUND16@iPullRank #INBOUND16 Rankbrain – Google needed a better understanding of your query so they use machine learning to normalize it.
  43. 43. #INBOUND16@iPullRank #INBOUND16 Mobile-first Index – Google needs to put the context that’s most valuable in front of the one that is more limited.
  44. 44. #INBOUND16@iPullRank@iPullRank Go Mobile or Die If you’re site is not mobile-friendly, you will lose big.
  45. 45. #INBOUND16@iPullRank@iPullRank 2 TYPES OF SEARCH YOU SHOULD KEEP TOP OF MIND
  46. 46. #INBOUND16@iPullRank #INBOUND16 Spotlight Search and Safari search try to bypass search engines altogether.
  47. 47. #INBOUND16@iPullRank@iPullRank SUGGESTED WEBSITE SEARCHES iOS looks to predict a result that you’re looking for before you would go to a search engine for a variety of formats including content on your phone.
  48. 48. #INBOUND16@iPullRank #INBOUND16 Smart Mirror Search – imagine the advertising implications.
  49. 49. #INBOUND16@iPullRank #INBOUND16 In-Car Search – How long until Tesla recognizes that it needs its own Search appliance?
  50. 50. #INBOUND16@iPullRank #INBOUND16 App Store Search
  51. 51. #INBOUND16@iPullRank@iPullRank OLD SCHOOL SEO App Store Optimization is built on old school SEO practices of metadata optimization and engagement metrics such as downloads and reviews.
  52. 52. #INBOUND16@iPullRank #INBOUND16 SensorTower for research
  53. 53. #INBOUND16@iPullRank #INBOUND16 Optimize your “on-page” and use a low cost paid media channel to get your downloads up.
  54. 54. #INBOUND16@iPullRank #INBOUND16 Vocal Search
  55. 55. #INBOUND16@iPullRank #INBOUND16 Vocal Search
  56. 56. #INBOUND16@iPullRank@iPullRank 1 The number of results returned in most vocal search queries.
  57. 57. #INBOUND16@iPullRank #INBOUND16 The Vocal Search answer is the Featured Snippet
  58. 58. #INBOUND16@iPullRank@iPullRank Vocal Search is convenient
  59. 59. #INBOUND16@iPullRank #INBOUND16 Other assistant devices like Alexa matter because they cut Google out of the e-commerce loop.
  60. 60. #INBOUND16@iPullRank@iPullRank Search everywhere. I anticipate that search will become the common interface in the future of technology, but it will evolve to more natural and conversational language.
  61. 61. #INBOUND16@iPullRank #INBOUND16 This is the future of technology.
  62. 62. #INBOUND16@iPullRank #INBOUND16 Not this.
  63. 63. #INBOUND16@iPullRank@iPullRank 3 SEARCH SCIENCE – HOW DOES THE FUTURE OF SEARCH WORK?
  64. 64. #INBOUND16@iPullRank #INBOUND16 Google has evolved into “Multimodal Search” which uses the query and the user context to determine the right result set.
  65. 65. #INBOUND16@iPullRank@iPullRank GOOGLE IS FAR BETTER AT UNDERSTANDING THE CONTEXT OF YOUR SEARCH
  66. 66. #INBOUND16@iPullRank #INBOUND16 Vocal Search
  67. 67. #INBOUND16@iPullRank #INBOUND16 Google develops a set of contexts on the user leveraging months of queries + click data. (h/t @willcrithclow & @tomanthonyseo)
  68. 68. #INBOUND16@iPullRank@iPullRank Queries Become Entities
  69. 69. #INBOUND16@iPullRank #INBOUND16 Entities inform Google’s result set.
  70. 70. #INBOUND16@iPullRank@iPullRank 4 HOW DO YOU CAPITALIZE ON THESE SEARCH OPPORTUNITIES?
  71. 71. #INBOUND16@iPullRank@iPullRank Make Hyper- targeted Content
  72. 72. #INBOUND16@iPullRank #INBOUND16 Segmented Content Strategies
  73. 73. #INBOUND16@iPullRank@iPullRank Align with the User Journey “Multichannel custom publishing.” You’ll want to develop the right KPIs to match up with the right types of videos. Top of funnel videos should be measured by awareness KPIs, whereas bottom funnel videos like how-tos and guides are more likely to lead to conversions that are closer to the business objective.
  74. 74. #INBOUND16@iPullRank@iPullRank This Requires Content Strategy
  75. 75. #INBOUND16@iPullRank #INBOUND16 Persona-driven keyword research is where you should start http://www.slideshare.net/ipullrank/persona-driven- keyword-research
  76. 76. #INBOUND16@iPullRank@iPullRank BUILD ROBUST UTILITY DRIVEN CONTENT FOR SPECIFIC AUDIENCES.
  77. 77. #INBOUND16@iPullRank@iPullRank Use Structured Data
  78. 78. #INBOUND16@iPullRank #INBOUND16 If you don’t markup your content, Google will drive traffic to other sites with Featured Snippets.
  79. 79. #INBOUND16@iPullRank #INBOUND16 Rich Cards
  80. 80. #INBOUND16@iPullRank #INBOUND16 Keep an eye on what’s available to you. https://developers.google.com/search/docs/guides/search -gallery
  81. 81. #INBOUND16@iPullRank #INBOUND16 Here too: https://developers.google.com/search/docs/guides/mark- up-content
  82. 82. #INBOUND16@iPullRank #INBOUND16 Question based queries heavily feature featured snippets. h/t @statrob https://getstat.com/blog/featured-snippets- track-more-things-win-more-snippets/
  83. 83. #INBOUND16@iPullRank #INBOUND16 While tables and lists trigger featured snippets, paragraph content is more likely to do so. (also @statrob)
  84. 84. #INBOUND16@iPullRank@iPullRank You Don’t Have to be #1
  85. 85. #INBOUND16@iPullRank@iPullRank Make Explanations “Snip-able”
  86. 86. #INBOUND16@iPullRank #INBOUND16 Research your query space and structure your content for featured snippets. https://builtvisible.com/answer-boxes/
  87. 87. #INBOUND16@iPullRank@iPullRank Be Mobile- friendly
  88. 88. #INBOUND16@iPullRank #INBOUND16 The implication of mobile-first indexation is that desktop-driven sites will lose visibility. I suspect this was Google testing the mobile-first index
  89. 89. #INBOUND16@iPullRank #INBOUND16 Accelerated Mobile Pages (AMP), for many sites, is the quickest way to ensure mobile-friendliness in a mobile- first world.
  90. 90. #INBOUND16@iPullRank #INBOUND16 Google understands that “paired” sites are a nuisance. Ideally, they want people to move to “Canonical” AMP.
  91. 91. #INBOUND16@iPullRank #INBOUND16 This suggests that pages that validate as AMP are definitely fast while other methods of building pages may not be.
  92. 92. #INBOUND16@iPullRank@iPullRank HOWEVER YOU DO IT, MAKE SURE YOUR SITE IS MOBILE-FRIENDLY. …but AMP has advantages over other means.
  93. 93. #INBOUND16@iPullRank@iPullRank Speed
  94. 94. #INBOUND16@iPullRank@iPullRank Code Order Matters. It impacts site speed dramatically.
  95. 95. #INBOUND16@iPullRank #INBOUND16 The Critical Rendering Path https://developers.google.com/web/fundamentals/perform ance/critical-rendering-path/analyzing-crp?hl=en Critical Rendering Path
  96. 96. #INBOUND16@iPullRank@iPullRank HTTP/2 speeds up some of HTTP 1.1 performance issues.
  97. 97. #INBOUND16@iPullRank #INBOUND16 Learn more about HTTP/2 https://moz.com/blog/http2-a-fast-secure-bedrock-for-the- future-of-seo Read Up On HTTP/2
  98. 98. #INBOUND16@iPullRank #INBOUND16 If you want to dig into more of the technical details, check out my latest on Moz. https://moz.com/blog/the-technical- seo-renaissance
  99. 99. #INBOUND16@iPullRank@iPullRank MAKE YOUR SITE FASTER ALREADY.
  100. 100. #INBOUND16@iPullRank@iPullRank Integrate the Search Channels
  101. 101. #INBOUND16@iPullRank #INBOUND16 There will always be more value in having SEO and PPC work together than in a silo.
  102. 102. #INBOUND16@iPullRank@iPullRank There are Dozens of Studies Like This
  103. 103. #INBOUND16@iPullRank@iPullRank Google uses CTR And being in Paid and Organic increases CTR for both. Integrating the channels increases visibility.
  104. 104. #INBOUND16@iPullRank@iPullRank USERS DON’T THINK OF PAID AND ORGANIC AS DIFFERENT PLACES. MAXIMIZE VISIBILITY USING THEM TOGETHER.
  105. 105. #INBOUND16@iPullRank@iPullRank 5 WHAT TOOLS SHOULD YOU USE TO WIN AT SEARCH?
  106. 106. #INBOUND16@iPullRank #INBOUND16 A Device Library – You’ll want to experiment with all contexts, devices and operating systems.
  107. 107. #INBOUND16@iPullRank #INBOUND16 Google Search Console - https://google.com/webmaster/tools
  108. 108. #INBOUND16@iPullRank #INBOUND16 Structured Data Testing Tool - https://search.google.com/structured-data/testing-tool
  109. 109. #INBOUND16@iPullRank #INBOUND16 AMP Validator - https://validator.ampproject.org/
  110. 110. #INBOUND16@iPullRank #INBOUND16 Mobile-friendly & page speed tests - https://testmysite.thinkwithgoogle.com/
  111. 111. #INBOUND16@iPullRank #INBOUND16 Chrome DevTools – It’s a part of Chrome.
  112. 112. #INBOUND16@iPullRank #INBOUND16 Google Analytics Demographics & Interests – Set this up in Google Analytics.
  113. 113. #INBOUND16@iPullRank #INBOUND16 Screaming Frog SEO Spider - https://www.screamingfrog.co.uk/seo-spider/
  114. 114. #INBOUND16@iPullRank #INBOUND16 Screaming Frog Log File Analyzer - https://www.screamingfrog.co.uk/log-file-analyser/
  115. 115. #INBOUND16@iPullRank #INBOUND16 Searchmetrics – http://www.searchmetrics.com
  116. 116. #INBOUND16@iPullRank #INBOUND16 On-Page.org – http://www.on-page.org
  117. 117. #INBOUND16@iPullRank #INBOUND16 Botify – http://www.botify.com
  118. 118. #INBOUND16@iPullRank #INBOUND16 Moz Keyword Explorer - https://moz.com/explorer/
  119. 119. #INBOUND16@iPullRank #INBOUND16 STAT – http://www.getstat.com
  120. 120. #INBOUND16@iPullRank@iPullRank 6 WHO AM I?
  121. 121. #INBOUND16@iPullRank
  122. 122. #INBOUND16@iPullRank@iPullRank I’M #ZORASDAD First and foremost.
  123. 123. #INBOUND16@iPullRank@iPullRank MY NAME IS MIKE KING Razorfish, Publicis Modem alum Full Stack Developer Full Stack Marketer Moz Associate
  124. 124. #INBOUND16@iPullRank@iPullRank I Run a Better Marketing Agency Called iPullRank
  125. 125. #INBOUND16@iPullRank@iPullRank We Do These Things Content Strategy SEO Paid Media Machine Learning Marketing Automation Measurement & Optimization
  126. 126. #INBOUND16@iPullRank@iPullRank THANK YOU MICHAEL KING FOUNDER/MANAGING DIRECTOR IPULLRANK MIKE@IPULLRANK.COM http://ipullrank.com DOWNLOAD THE DECK http://bit.ly/pragmatic-search

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