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COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
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
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?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
FACT Queries are no longer single expressions of
intent followed by static responses.
QUESTION What compound queries might your
visitors be trying?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
Source: /u/UpboatOarKnotUpboat
SEARCH HISTORY OF A 5 YEAR OLD
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?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
CROSS DEVICE TASKS & SEARCHES
source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)
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?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
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?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
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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