The document discusses Google's efforts to improve search quality through understanding user intent rather than just links. It covers Google acquiring companies like Boston Dynamics and DeepMind to advance artificial intelligence and machine learning capabilities. It also discusses the growing role of personalized search and predictive technologies as search engines aim to better understand human behavior.

1. GOOGLE’S CRACKDOWN ON LOUSY LINKS
Thinking beyond Linking and the Future of Search
Malta -Jan-Willem Bobbink -@jbobbink
http://bit.ly/sigmaseo14
NOTPROVIDED.EU

3. YOU

5. WORLD WIDE PENETRATION GLOBAL USERS 05/14(IN MMS)
0
1000
2000
3000
40005000
6000
TV -78%
Mobile phone -73%
Smartphone -22%
Laptop PC -11%
Desktop PC -10% Tablet -6%
Source: Morgan Stanley Research

6. MOBILE & TABLET PAGEVIEWSSEP 2013 VERSUS SEP 2014
19%
10% 15%
31%
38% 22%22%
34%
22%
32%
45%
42% 33% 36%
0%
10%
20%
30%
40%
50%
North America
South AmericaEurope
Asia
Africa
Oceania
Global
sep-13sep-14Source: Statcounter

11. CONVERSATIONAL SEARCH
EVEN MORE AWESOME!

18. AMBASSADOR OF MAJESTIC.COM

19. FREELANCE SEO CONSULTANT

20. SE’S PUSHINGMOBILE

21. BAIDU MOBILE APP CREATOR

22. BAIDU ICE BUCKET UPDATE

24. GOOGLE PUSHING AGGRESSIVELY

25. #1TO DO

26. MAKE YOUR WEBSITE RESPONSIVE!

27. ONE PROBLEMFOR SEARCH ENGINES

28. DISTRIBUTION OF WEB SEARCH QUERIES
[Lin et al. 2011]

30. GOOGLE’S HUMMINGBIRD

31. "Hummingbird is focused more on ranking information based on a more intelligent understanding of search requests, unlike its predecessor, Caffeine, which was targeted at better indexing of websites."
GOOGLE:
“TRY TO UNDERSTAND” RELATIONS

32. WHAT IS THE DIFFERENCE?

33. REWRITINGTHE QUERIES

34. MORE ADVERTISING?!

35. SEARCH ENGINE’S WAR AGAINST LINKS

36. GOOGLE PENGUIN 2.2 REFRESH

37. WANT TO TAKE A RISK?
•Blog comments
•Web 2.0 links
•Thincontent blogs(networks)
•Tieredlinking
•Anchor textsMAKE SURE YOU’RE ON THE SAFE SIDE

38. TAKE CARE OF BRAND SIGNALS

39. BLOCKING LINK CRAWLERS?
User-agent: AhrefsBotDisallow: /
User-agent: AlexibotDisallow: /
User-agent: MJ12botDisallow: /
User-agent: SurveyBotDisallow: /
User-agent: Xenu’sDisallow: /
User-agent: Xenu’sLink Sleuth1.1cDisallow: /
User-agent: rogerbotDisallow:/ ACT NORMAL WITH YOUR PBNS

40. SEE THE DIFFERENCE? GOOGLE WILL

41. YANDEX: RANKING WITHOUT LINKS

42. YANDEX MATRIXNET

43. WHAT ELSE?

44. Google acquiresBoston Dynamics
GOOGLE ACQUIRED BOSTON DYNAMICS?

46. DeepMindACQUIRED DEEPMIND?

48. 391
368
288
248
228182177
148
135
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
Top 10 Research fields per # Publications

49. PERSONALISED SEARCH 2.0

50. PERSONALISEDNEWS

51. HUMANBEHAVIOUR

52. PREDICTIVE SEARCH

54. Behaviour> Content

57. WHO WILL WIN THE RACE?

58. THE SEMANTICWEB

61. GOOGLE’S KNOWLEDGE VAULT

62. AUTOMATED ENTITY RETRIEVAL

63. AUTOMATED ENTITY LINKING

64. 3D CONTENT CONCEPT

66. AppsWebsitesFront EndCONTENTAPIsKnowledgeGraphsSE Crawlers

67. WHERE TO START?

68. OPTIMIZE FOR CONCEPTS

69. FIND RELEVANTTOPICS

70. USE G’S FREEBASE API

71. •Accessiblevia API
•Data is free touse
•Sharingdata = linkbuilding
•Enrichyourcontent & appsADDITIONALCONTENT

72. INSERT FACTS DIRECTLY

73. FILL FREEBASE

74. HOW DO YOU KNOW?

75. MONITOR SEO PATENTS

76. SEO PATENTS, NOT ONLYFOR THE NERDS!
-Learn from the past
-Predict future changes
-Getanideaaboutthe inner workingof search engines
-Getanideawhatcertainfeatures taketo exist
WHAT CAN YOU LEARN FROM PATENTS?

77. GOOGLE, IS A BIT SCARY

83. "Google CEO Larry Page implied that dramatically extending human life is one of Calico’s main goals”
TIME MAGAZINE

84. FUTURE ISN’T FAR AWAY

85. UNDERSTANDTHE NEXT STEP

86. http://bit.ly/sigmaseo14 & @jbobbinkQUESTIONS? Get your chance right now! Or find me at the bar tonight 

88. BEGINNER RESOURCES
•G+ community: SemanticSearch marketing
•30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros
•A guide (PDF) to LinkedOpen Data: http://bit.ly/gtlod
•Practical Semantic Web and Linked Data(PDF) http://bit.ly/gtlod2

89. ADVANCED RESOURCES
•Follow the annualscientificevents: ISWC, KDD, WSDM, SIGIR, WWW, KEWSandmanymore -> download papers + workshops.
•Follow papers: http://scholar.google.com/& patents (filter byauthors& topics) http://www.google.com/advanced_patent_search

90. Thanksforthe images!
•Malta: http://www.lalschools.com/en/schools/lal-sliema
•Responsive: http://todaymade.com/blog/wp-content/uploads/2013/07/HiRes.jpg
•Need Work: http://www.neolaia.gr/2014/09/09/pagkosmia-trapeza-theseis-ergasias/
•Penguin: http://wallpho.com/353677-funny-penguin-bird-id-181619.htm
•War: http://forum.cn-nadc.net/topic/7079-war-art/Sceenshot http://www.ewdn.com/2013/06/17/yandex-offers- e150000-grant-to-germany-based-wikidata-to-fine-tune-its-algorithm-with-huge-body-of-data/
•Car: http://www.androidheadlines.com/2014/07/google-street-view-cars-now-detect-methane-leaks-us-cities.html
•Google Health: http://techcrunch.com/2013/09/19/wtf-is-calico-and-why-does-google-think-its-mysterious-new- company-can-defy-aging/
•Baidustrive AI http://www.forbes.com/sites/roberthof/2014/08/29/baidus-surprising-search-for-the-holy-grail-of- artificial-intelligence/
•Layers: http://veerle.duoh.com/inspiration/detail/layers
•Mobile phones: http://www.ringtoindia.com/rindiablog/about-ringtoindia/history-of-phone/
•Formula 1: https://en.wikipedia.org/wiki/Formula_One
•Icebucket: http://www.als.nl/
•Human brains: http://www.xcv8r.com/2013/07/psychology-for-marketers-9-revealing-principles-of-human-behaviour/
•http://semanticweb.com/tag/yandex
•Social future: http://smbp.uwaterloo.ca/2014/07/lucas-cochran-social-media-and-future-tech/
•KG's: http://www.sindicetech.com/overview.html