Search on the web has developed from simple directories to systems that can analyze complex semantic relationships. What are the challenges resulting from this? What are the future trends of search?

1. Search evolution: from web directories to universal
search
Development and challenges
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2. …and what will the future bring?
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3.  Introduction
 Origins of search – web directories
 Search engines catch up
 Different vertical searches and universal search
 Challenges
 Lookout
Agenda
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4. Christian Kunz
 WEB.DE / 1&1 employee since 1998 – started as directory
editor for WEB.DE
 Stages in career: project manager, head of project
management, senior product manager search, senior project
manager search
 Project Management Profesional (PMP)
 Certified Scrum Master (CSM)
 Owner of SEO Südwest (SEO blog http://www.seo-
suedwest.de)
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5. Experience
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Project
Management
SEO
Product
Management

6. Benefits
 Search from search provider‘s point of view
 Getting to know each other
 Interesting exchange of ideas
 Fun
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7. 1&1 – Member of United Internet AG
SEDO Holding AG
79.45 %
Indirect
shareholdings
via EFF
Shareholdings in
41
Shareholdings in
young
Internet companies
100 %
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Goldbach 14.96 %
Hi-media 10.65 %
fun 49.00 %
Virtual Minds 48.65 %
ProfitBricks 30.02 %
Versatel 25.10 %
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Effective: March 21st 2013

8. Locations
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9. Origins of search – web directories
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Origins of search – web
directories

10.  WEB.DE directory: start end of 1995
 Entries edited manually
 Free entries
 First and main feature of WEB.DE
(Cinetic)
 Biggest German web directory in that
time
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Origins of search – web directories
1995 1996-2000 Recent years till now

11.  Editors („Freischalter“)
 Check new entries for doublets, category,
availability
 5-room-apartment in KA-Durlach
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Origins of search - directories…
1995 1996-2000 Recent years till now

12. Search engines catch up
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Search engines catch up

13. Search engines catch up
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About 85 % of search requests still
happened in directory
!
1995 1996-2000 Recent years till now

14. Search engines catch up
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1995 1996-2000 Recent years till now

15. Recent years till now – different vertical searches
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Recent years – different
vertical searches in parallel

16. Different vertical searches as „search silos“
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Recent years till now
Web search
(„Blue links“)
Image search Local search
Integration / connection via navigation only
1995 1996-2000 Recent years till now
…

17. Search today – universal search
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Mai 16th, 2007 – all in one

18. Universal search – mixture of different media
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Knowledge
Graph
News
Ratings
1995 1996-2000 Recent years till now

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Universal Search – mixture of different media
YP search
results
Address search
results
1995 1996-2000 Recent years till now

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Universal Search – mixture of different media
Product search
results
1995 1996-2000 Recent years till now

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Universal Search – mixture of different media
App Content
1995 1996-2000 Recent years till now

22. 2012: Universal search implementations decrease
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Shopping and video loose, images and local win (Germany)
1995 1996-2000 Recent years till now
Source:
http://www.searchmetri
cs.com/de/universal-
search-study/

23. Shopping results – the trend is clear
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Shopping and price comparison – one winner
1995 1996-2000 Recent years till now
Source:
http://www.searchmetri
cs.com/de/universal-
search-study/

24. Organic search gets crowded out…
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Local results
Google Hotel
finder
Google sports
results
1995 1996-2000 Recent years till now

25. Organic search gets crowded out…
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Local results
1995 1996-2000 Recent years till now

26. Challenges
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Challenges

27.  Ranking algorithm – determine which results to display:
 Keyword lists and meta keywords
 IP targeting
 Klick feedback (self-learning system)
 Micro and macro layout
 Determine search type (informational, navigational,
transactional)
 Interpretation of semantic markup
 Order of syndicated web results fix
 Accompanying tests mandatory
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Challenges – Universal Search

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Challenges – Universal Search
Keyword
Vertical Searches
Location
Search History
Voice Search

29.  Find advantages related to absolute number one
in search technology
 With a smaller team
 With fewer resources
 Keep pace
 Build up and accumulate search know-how
 Find a definition for quality in search
 Always be geared to market leader?
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Challenges – seize your chances

30. Partners
Environment of search projects at 1&1
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Software Development (4
developers)
Information Technology
Product Management
Project Management
Web
Producing,
Screen
Design
Quality
Assurance
(development)
Quality
Assurance
(end-to-end)
ExternalSuppliers

31.  Google: 351 reported search
algorithm updates – for 2012…
Challenge: Be quick and flexible…
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32. One way to be flexible: Kanban
 Agile development
 Iterative, incremental
 Self-organization
 Increasingly used throughout United
Internet
 Practised by search team since 2012
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33. One way to be flexible: Kanban
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34. SEO as accompanying action in all projects
Always keep in mind how new products, features or
technology can effect your ranking
Pure SEO projects (rare)
Focus on technical and onsite factors
SEO for different brands
Avoid cannibalisation
SERP in SERP
Not appreciated by Google & Co.
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Challenge: SEO for search?

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Challenge: keep balance between turnover and usage
 New features attract new users
 New features keep users inside
product
 Every click on a feature is lost for
ads and sponsored links

36. Lookout: future search trends
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37. The retirement of the organic search results
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Where have the organic results gone?

38. Keep the user and present your own content
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Tariff info
Product
pages
FAQ, help
documents
Editorial
content
Interconnection of
different services
Services
info
Personalisation
Search phrase suggestions

39. Multiple clients: adaptive and responsive design
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40. Online reputation and quality
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 Metrics that are hard to manipulate
 Integration of search and social media
 Expertise and brands

41. Understand the user
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Google‘s biggest technical challenges
according to Amit Singhal are:
 Semantic understanding
 Speech-to-text
 Understanding of natural language
 Understanding of conversations

42. Thanks for your attention.
Any questions?
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