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How Blockchain Will
Impact Search Engines
Victoria Olsina
SEOFestiwal 2019
#festiwalseo
1
Hello, I’m Victoria
● Born in the city of Che Guevara: Alta Gracia (Córdoba,
Argentina).
● SEO Manager at Consensys London.
● 9 years experience in SEO & Online Marketing.
● Markets: UK, Australia, New Zealand and Argentina.
● Watched Spice World in 1997 and decided to live in
London.
2
Agenda:
1. Blockchain basics
2. Predictions
3. Challenges
Have you heard about Bitcoin?
It’s money online
4
Cryptocurrency vs blockchain
• Underlying technology of most
cryptocurrencies.
• Many blockchains are open source and
programmable allowing the development
of decentralized applications (Dapps).
• For example: Ethereum.
• It’s an asset class or token.
• You can buy/exchange value with them.
• A reward that members on a particular
blockchain get for performing valuable
tasks.
• +2,000. For example: Bitcoin
5
6
What is Blockchain
! A blockchain is a distributed ledger, in which all who choose
to participate in it have autonomy to access it.
! It’s like a spreadsheet any participant can access.
! Every participant has a copy of the spreadsheet and is
responsible for keeping it up to date. This is referred to as a
"node".
! The blockchain is maintained collaboratively.
! No single central authority maintaining the ledger, it’s
decentralised.
7
Benefits of
blockchain
● Trustless system.
● All changes are recorded.
● No intermediaries nor
authority.
● Decentralised & collaborative.
● Extremely unlikely to be
hacked.
● Blockchain could be the
foundation of the next web:
Web 3.0
8
More use cases: https://consensys.net/enterprise-ethereum/use-cases/
Who is using Blockchain right now?
9
10
Blockchain will disrupt the
Internet as we know it.
Welcome to the
Decentralised Web.
11
How Blockchain Will Transform the Search
Marketing industry:
4 Predictions
12
1.Ad fraud prevention
13
Prove you are not a robot
● Advertising fraud cost advertisers over $7 billion in 2016
● 50% of traffic is bots and fakes.
● Spammy comments and links
● A number of players — including Microsoft, the
Interactive Advertising Bureau (IAB) and DMA (in
partnership with MetaX) — are already working on
blockchain-based digital identification systems.
14
Blockchain guarantees the validity of the clicks.
15
New Schema Markups for blockchain
● Schema Markup for user ID profiles.
● Schema Markup for blockchain certificates
16
● Full details can be viewed on GitHub.
● The Public keys could be issued by a
browser such as Metamask or Brave, which
have incorporated crypto wallets.
● How do you know if the public key belongs
to a real person?
● Blockchain ID verification by uPort or 3Box .
17
● Schema Markup for
blockchain certificates
from REAL institutions (full
details can be viewed on
GitHub).
18
What does this mean for you?
● Can you imagine your client’s website with 50% less
traffic?
● Less traffic but real people.
● New tags to certify IDs of people, companies and
institutions.
2. The rise of data
sovereignty
20
Personal data is the
new oil
21
“At present, people are happy to give away their most valuable asset—
their personal data—in exchange for free email services and funny cat
videos.
It’s a bit like African and Native American tribes who unwittingly sold
entire countries to European imperialists in exchange for colorful beads
and cheap trinkets.”
― Yuval Noah Harari, 21 Lessons for the 21st Century
22
23
24
Blockchain can enable data-assetisation:
1. Choose the data what to share with uPort or 3Box for
example.
2. Sell your personal data. Ocean Protocol allows you to
monetise your own data.
25
What does this mean for you?
● More power to the user, less power to the marketer.
● More expensive marketing?
3. New monetisation models
focused on the user
27
Pay for traffic vs Pay for content creation:
● Steemit: a social media platform where everyone gets
paid for creating and curating content.
● Dtube: Steemit + Youtube
28
Incentivised actions:
● The ability to earn small amounts of cryptocurrency for
online activities can attract users to platforms where
contributions to the platform growth are rewarded.
● Basic attention token on Brave browser.
29
What does this mean for you?
● Change of paradigm:
● Pay for traffic vs Pay for content creation
● Content will ACTUALLY be king and we might have to
pay users for that.
4. Decrease in censorship
31
http://sahrzad.net/blog/internet-censorship-worldwide-2016/ 32
Censorship vs Decentralisation
● ISPs based on location vs decentralised P2P location
independent hosting:
○ IPFS
○ Substratum
33
What does this mean for you?
● Server location has an impact on page loading time.
● Decentralised hosting should increase loading time.
● More traffic to websites that fit the following categories:
news outlets, LGBTQI+ content, sex, extremist views,
guns, etc.
● More traffic from countries with high levels of
censorship.
Summary:
1. Less traffic but real people.
2. People in control of their data.
3. New ways of making $.
4. Less government control of the Web.
35
Challenges
36
Challenges
● Scalability
● Interoperability
● No mainstream adoption
● Bad UX/UI
● Bad SEO for Dapps and Blockchain related products/
services.
37
38
39
Thanks!
You can follow me on Twitter but I don’t generally have
interesting things to say: @vykolsina
Appendix:
40
Blockchain for beginners
● Blockchain Basics ebook
● Blockchain: Foundations and Use Cases
● Ethereum for beginners
● Ethereum Dev Portal
● Download:
○ Browser with crypto wallet: Metamask / Brave
○ Blockchain ID management: Uport / 3BOX
41
Further reading
● Data is the Oil of the Digital World
● Facebook's role in Brexit — and the threat to democracy
42

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How blockchain will impact search engines

  • 1. How Blockchain Will Impact Search Engines Victoria Olsina SEOFestiwal 2019 #festiwalseo 1
  • 2. Hello, I’m Victoria ● Born in the city of Che Guevara: Alta Gracia (Córdoba, Argentina). ● SEO Manager at Consensys London. ● 9 years experience in SEO & Online Marketing. ● Markets: UK, Australia, New Zealand and Argentina. ● Watched Spice World in 1997 and decided to live in London. 2
  • 3. Agenda: 1. Blockchain basics 2. Predictions 3. Challenges
  • 4. Have you heard about Bitcoin? It’s money online 4
  • 5. Cryptocurrency vs blockchain • Underlying technology of most cryptocurrencies. • Many blockchains are open source and programmable allowing the development of decentralized applications (Dapps). • For example: Ethereum. • It’s an asset class or token. • You can buy/exchange value with them. • A reward that members on a particular blockchain get for performing valuable tasks. • +2,000. For example: Bitcoin 5
  • 6. 6
  • 7. What is Blockchain ! A blockchain is a distributed ledger, in which all who choose to participate in it have autonomy to access it. ! It’s like a spreadsheet any participant can access. ! Every participant has a copy of the spreadsheet and is responsible for keeping it up to date. This is referred to as a "node". ! The blockchain is maintained collaboratively. ! No single central authority maintaining the ledger, it’s decentralised. 7
  • 8. Benefits of blockchain ● Trustless system. ● All changes are recorded. ● No intermediaries nor authority. ● Decentralised & collaborative. ● Extremely unlikely to be hacked. ● Blockchain could be the foundation of the next web: Web 3.0 8
  • 9. More use cases: https://consensys.net/enterprise-ethereum/use-cases/ Who is using Blockchain right now? 9
  • 10. 10
  • 11. Blockchain will disrupt the Internet as we know it. Welcome to the Decentralised Web. 11
  • 12. How Blockchain Will Transform the Search Marketing industry: 4 Predictions 12
  • 14. Prove you are not a robot ● Advertising fraud cost advertisers over $7 billion in 2016 ● 50% of traffic is bots and fakes. ● Spammy comments and links ● A number of players — including Microsoft, the Interactive Advertising Bureau (IAB) and DMA (in partnership with MetaX) — are already working on blockchain-based digital identification systems. 14
  • 15. Blockchain guarantees the validity of the clicks. 15
  • 16. New Schema Markups for blockchain ● Schema Markup for user ID profiles. ● Schema Markup for blockchain certificates 16
  • 17. ● Full details can be viewed on GitHub. ● The Public keys could be issued by a browser such as Metamask or Brave, which have incorporated crypto wallets. ● How do you know if the public key belongs to a real person? ● Blockchain ID verification by uPort or 3Box . 17
  • 18. ● Schema Markup for blockchain certificates from REAL institutions (full details can be viewed on GitHub). 18
  • 19. What does this mean for you? ● Can you imagine your client’s website with 50% less traffic? ● Less traffic but real people. ● New tags to certify IDs of people, companies and institutions.
  • 20. 2. The rise of data sovereignty 20
  • 21. Personal data is the new oil 21
  • 22. “At present, people are happy to give away their most valuable asset— their personal data—in exchange for free email services and funny cat videos. It’s a bit like African and Native American tribes who unwittingly sold entire countries to European imperialists in exchange for colorful beads and cheap trinkets.” ― Yuval Noah Harari, 21 Lessons for the 21st Century 22
  • 23. 23
  • 24. 24
  • 25. Blockchain can enable data-assetisation: 1. Choose the data what to share with uPort or 3Box for example. 2. Sell your personal data. Ocean Protocol allows you to monetise your own data. 25
  • 26. What does this mean for you? ● More power to the user, less power to the marketer. ● More expensive marketing?
  • 27. 3. New monetisation models focused on the user 27
  • 28. Pay for traffic vs Pay for content creation: ● Steemit: a social media platform where everyone gets paid for creating and curating content. ● Dtube: Steemit + Youtube 28
  • 29. Incentivised actions: ● The ability to earn small amounts of cryptocurrency for online activities can attract users to platforms where contributions to the platform growth are rewarded. ● Basic attention token on Brave browser. 29
  • 30. What does this mean for you? ● Change of paradigm: ● Pay for traffic vs Pay for content creation ● Content will ACTUALLY be king and we might have to pay users for that.
  • 31. 4. Decrease in censorship 31
  • 33. Censorship vs Decentralisation ● ISPs based on location vs decentralised P2P location independent hosting: ○ IPFS ○ Substratum 33
  • 34. What does this mean for you? ● Server location has an impact on page loading time. ● Decentralised hosting should increase loading time. ● More traffic to websites that fit the following categories: news outlets, LGBTQI+ content, sex, extremist views, guns, etc. ● More traffic from countries with high levels of censorship.
  • 35. Summary: 1. Less traffic but real people. 2. People in control of their data. 3. New ways of making $. 4. Less government control of the Web. 35
  • 37. Challenges ● Scalability ● Interoperability ● No mainstream adoption ● Bad UX/UI ● Bad SEO for Dapps and Blockchain related products/ services. 37
  • 38. 38
  • 39. 39 Thanks! You can follow me on Twitter but I don’t generally have interesting things to say: @vykolsina
  • 41. Blockchain for beginners ● Blockchain Basics ebook ● Blockchain: Foundations and Use Cases ● Ethereum for beginners ● Ethereum Dev Portal ● Download: ○ Browser with crypto wallet: Metamask / Brave ○ Blockchain ID management: Uport / 3BOX 41
  • 42. Further reading ● Data is the Oil of the Digital World ● Facebook's role in Brexit — and the threat to democracy 42