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The Future of Search


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Can you imagine a future with no websites? Kevin's presentation looks at how search has evolved over the last 15 years, and predicts what we may have in store over the next 15...

Published in: Marketing

The Future of Search

  1. 1. Future of THE SEARCH K E V I N G I B B O N S
  2. 2. How many people use Google every day? QUESTION
  3. 3. How many people think that Google will still be around in 15 years? QUESTION 2033
  4. 4. “You can’t connect the dots by looking forward, you have to start by going back…” S T E V E J O B S
  5. 5. We’re in the INFORMATION AGE...
  6. 6. The wealth of the world’s knowledge is within a few keystrokes…
  7. 7. Black Hat White Hat VS We’ve moved on…
  8. 8. But there’s so much more to achieving great SEO results today Yes, links are still important…
  9. 9. When Google refine their algorithm, it’s normally to achieve 2 things… IMPORTANT TO REMEMBER…
  10. 10. to improve relevancy of results for searchers01
  11. 11. to make more money02
  12. 12. Panda: penalises thin content to improve quality of results & market share Penguin: similarly penalises link buying to kill off manipulation SEO tactics 4 PPC ad block: better mobile experience + more clicks = increased advertiser £ Not provided organic keyword data: helps improve privacy + makes PPC more attractive The sweet spot achieves both
  13. 13. Where is the focus on SEO today?
  14. 14. Technical SEO is more valuable and harder to get right than ever…
  15. 15. Ideas are the NEW CURRENCY
  16. 16. You could focus on links - but the brands that are really winning are aiming for the moon!
  17. 17. The goal is to make your content the best answer on the internet for a given question, across all devices & platforms.
  18. 18. But…you can’t just look at what Google are doing today. Think about where they want to go.
  19. 19. That way when things change You won’t be left behind
  20. 20. When I started doing SEO, these were the most popular search engines! d d
  21. 21. No one has the right to be around in the next 10-15 years
  22. 22. Who is Bill Gates worried about? Amazon, Google, Facebook or the guy in garage? Innovation kills.
  23. 23. The Future of Search
  24. 24. Times have changed… We’re no longer optimising just for desktop search… we’re optimising for everything! VS
  25. 25. Is it possible that in the future they’ll be no such thing as websites?
  26. 26. We already have results where you don’t need to click in order to find the answer you need. Featured snippets
  27. 27. App store optimisation 15 apps + 30 niches
  28. 28. BY VOICE SEARCH IN 2020 50%of all searches will SOURCE: COMSCORE
  29. 29. 56.3 Mil Smart Speakers TO SHIP IN 2018 SOURCE: CANALYS: SMART SPEAKER SALES 2017
  30. 30. U.S. Smart Speaker Market Share DECEMBER 2017 Amazon Echo 69% Google Home 25% Other 6% SOURCE: EDISON / NPR SMART AUDIO REPORT JAN 2018
  31. 31.  However… I believe Google will win the long game  
  32. 32. Google know much more about search in order provide the best answer…
  33. 33. Are Apple too late to the game? Despite Apple having Siri for iPhones, they have only just launch their HomePod device.
  34. 34. Virtual / augmented reality If you could find your next home from the comfort of your sofa. Think about how you can be that result.
  35. 35. None of these results require a website!
  36. 36. How can you be the WINNER?
  37. 37. You have to balance with what works today, but don’t be left behind completely. If you invest a small % of your effort to experiment in future innovations today, you’ll likely see big rewards in the future. Always keep learning
  38. 38. Optimise for people not for search engines
  39. 39. THANK YOU SEE YOU IN THE FUTURE! K E V I N G I B B O N S @kevgibbo