Tom Anthony outline 5 key changes in technologies and trends which are changing the landscape of search. Some of these trends are here now, but some are trends which will emerge in the next 12-24 months.
15. My vision when we started Google 15 years ago was
that eventually you wouldn't have to have
a search query at all.
SERGEY BRIN
GOOGLE
16. FACT
Explosion of implicit signals is leading to more
complex queries and more granular results.
QUESTION
Which implicit signals could impact searchers
trying to find your clients?
29. FACT
Queries are no longer single expressions of
intent followed by static responses.
QUESTION
What compound queries might your
visitors be trying?
38. FACT
Intent is not just ‘better keywords’; it is determined
from implicit signals and across multiple queries.
QUESTION
Do you know which landing pages serve which
intents on your site?
57. FACT
Direct answers and cross device search are driving us
towards a ‘data driven’ model where cards are key.
QUESTIONS
Is your data accessible to Google?
Why should Google choose you as a data source?
73. FACT
We will increasingly search both personal and
public indexes via a single interface.
QUESTION
How can we prepare to be the most useful source
from a personal assistant app’s perspective?
76. Intent is more than just ‘keywords done better’;
consider the implicit signals and compound queries.
Data Driven Search is coming;
start considering what steps to take to prepare.
The rise of ‘Personal Assistants’ is an opportunity;
optimise on another axis (that isn’t PageRank based).
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