GOOGLE’S CRACKDOWN ON LOUSY LINKS

Thinking beyond Linking and the Future of Search

Malta - Jan-Willem Bobbink - @jbobbinkhttp://bit.ly/sigmaseo14

NOTPROVIDED.EU

YOU

WORLD WIDE PENETRATION GLOBAL USERS 05/14 (IN MMS)

0 1000 2000 3000 4000 5000 6000

TV - 78%

Mobile phone - 73%

Smartphone - 22%

Laptop PC - 11%

Desktop PC - 10%

Tablet - 6%

Source: Morgan Stanley Research

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

America

Europe Asia Africa Oceania Global

sep-13 sep-14

Source: Statcounter

CONVERSATIONAL SEARCHEVEN MORE AWESOME!

AMBASSADOR OF MA JESTIC.COM

FREELANCE SEO CONSULTANT

SE’S PUSHING MOBILE

BAIDU MOBILE APP CREATOR

BAIDU ICE BUCKET UPDATE

GOOGLE PUSHING AGGRESSIVELY

#1TO DO

MAKE YOUR WEBSITE RESPONSIVE!

ONE PROBLEM FOR SEARCH ENGINES

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

GOOGLE’S HUMMINGBIRD

"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

WHAT IS THE DIFFERENCE?

REWRITING THE QUERIES

MORE ADVERTISING?!

SEARCH ENGINE’S WAR AGAINST LINKS

GOOGLE PENGUIN 2.2 REFRESH

WANT TO TAKE A RISK?• Blog comments

• Web 2.0 links

• Thin content blogs (networks)

• Tiered linking

• Anchor texts

MAKE SURE YOU’RE ON THE SAFE SIDE

TAKE CARE OF BRAND SIGNALS

BLOCKING LINK CRAWLERS?User-agent: AhrefsBot

Disallow: /

User-agent: AlexibotDisallow: /

User-agent: MJ12botDisallow: /

User-agent: SurveyBotDisallow: /

User-agent: Xenu’sDisallow: /

User-agent: Xenu’s Link Sleuth 1.1cDisallow: /

User-agent: rogerbotDisallow:/

ACT NORMAL WITH YOUR PBNS

SEE THE DIFFERENCE? GOOGLE WILL

YANDEX: RANKING WITHOUT LINKS

YANDEX MATRIXNET

WHAT ELSE?

Google acquires Boston Dynamics

GOOGLE ACQUIRED BOSTON DYNAMICS?

DeepMind

ACQUIRED DEEPMIND?

391

368

288

248

228

182

177

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

PERSONALISED SEARCH 2.0

PERSONALISED NEWS

HUMAN BEHAVIOUR

PREDICTIVE SEARCH

Behaviour > Content

WHO WILL WIN THE RACE?

THE SEMANTIC WEB

GOOGLE’S KNOWLEDGE VAULT

AUTOMATED ENTITY RETRIEVAL

AUTOMATED ENTITY LINKING

3D CONTENT CONCEPT

Apps Websites Front End

CONTENT

APIs KnowledgeGraphs

SE Crawlers

WHERE TO START?

OPTIMIZE FOR CONCEPTS

FIND RELEVANT TOPICS

USE G’S FREEBASE API

• Accessible via API

• Data is free to use

• Sharing data = linkbuilding

• Enrich your content & apps

ADDITIONAL CONTENT

INSERT FACTS DIRECTLY

FILL FREEBASE

HOW DO YOU KNOW?

MONITOR SEO PATENTS

SEO PATENTS, NOT ONLY FOR THE NERDS!

- Learn from the past

- Predict future changes

- Get an idea about the inner working of search engines

- Get an idea what certain features take to exist

WHAT CAN YOU LEARN FROM PATENTS?

GOOGLE,IS A BIT SCARY

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

TIME MAGAZINE

FUTURE ISN’T FAR AWAY

UNDERSTANDTHE NEXT STEP

http://bit.ly/sigmaseo14 & @jbobbink

QUESTIONS?Get your chance right now! Or find me at the bar tonight

BEGINNER RESOURCES• G+ community: Semantic Search marketing

• 30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros

• A guide (PDF) to Linked Open Data: http://bit.ly/gtlod

• Practical Semantic Web and Linked Data (PDF) http://bit.ly/gtlod2

ADVANCED RESOURCES• Follow the annual scientific events:

ISWC, KDD, WSDM, SIGIR, WWW, KEWS andmany more -> download papers + workshops.

• Follow papers: http://scholar.google.com/ & patents (filter by authors & topics) http://www.google.com/advanced_patent_search

Thanks for the 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/

• Baidu strive 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