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Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/ Here I review some of the changes in Search and SEO that we've seen over the last few years. I identify 4 trends which are important for the SEO community to be thinking about as we move forward.
Citation preview
OF
EVOLU
TION
THE
SEARCH
OF TOM ANTHONY
(& ƶhat it means for SEO)
Rise of the Web
ƶeb usa
ge
time
Decline of the Web
ƶeb usage
time
3-4 years
Internet Search SEO
Trends Actions
WHYRATHER THAN
WHAT
The Evolution of the Internet
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TUES �ED THURS FRI SAT SUN
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TUES �ED THURS FRI SAT SUN
Rise of Apps
The Evolution of Search
Search Process
Search Process
Search Process
Contextual Results
Contextual Results
Contextual Search Refinement
Entity Search
Personalisation
Personalisation
Device
Location Browser
Social Connections
Time of Day
Search History
Context
Language
“london tube stations”
Queries and Context
“london tube stations”query
Old Query Model
explicit query
implicit query
iPhone user, on street in London
“london tube stations”
New Query Model
New Query Model
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
SERGEY BRINGOOGLE
My vision when we started Google 15 years ago was that
eventually you wouldn't have to have a search query at all.
You'd just have information come to you as you needed it.
Implicit Queries
The Evolution of SEO
Panda & Penguin
IT’S ALL ABOUT TRUST
Caffeine: Panda & Penguin’s Ancestor
Old index Caffeine
Caffeine: Machine Learning
Authorship
Information tied to verified online profiles will be ranked higher than content without such verification,
which will result in most users naturally clicking on the top
(verified) results.
ERIC SCHMIDTGOOGLE
Web Graph
Social Graph
Social Signals
Trusted Links
19seomoz.org
AuthorRank Theory
=x
=
10.6
xƗţă ƁţƆ
ŏţĊ
seomoz.org
ƁţƆ
Structured Data
NBED Rich SnippetsHow the results LOOK
Rich Snippets
4 Key Trends &The Future
RESTORINGTRUST
IN LINKS
1
We have a potential launch later this year...
...we don’t want low quality experience merchants to be ranking in the search results.
MATT CUTTSGOOGLE
Caffeine & Machine Learning
The Internet is fast becoming a cesspool of misinformation…
brands are the answer.
ERIC SCHMIDTGOOGLE
DIVISION OFWEB & NON-WEB
SEARCHES
2
Division of Web & Non-Web Searches
Division of Web & Non-Web Searches
UNDERSTAND RATHER THAN
INDEX
3
Understand: Entity Search
Understand: Entity Search
Understand: Natural Language
“HOW TALL IS JUSTIN BIEBER?”“Justin Bieber is five feet seven
inches tall.”
“HOW OLD IS HE?”“Justin Bieber is 19 years old.”
CONTEXT
4
We’re excited about contextbecoming the query.
AMIT SINGHALGOOGLE
Context2
Context2
Context2
How you are moving?
Context2
Where were you?
Where are you going?
What are you doing?
Who are you with?
Preparing for the Future
RESTORINGTRUST
IN LINKS
1
Trust: Brand Signals
Brand: Google+ Unavoidable
Brand: Authorship for Companies
rel = “publisher”
Brand: Generic TLDs
We know that great content comes from great authors, and we’re
looking closely at ways this markup could help us highlight authors and
rank search results.
OTHAR HANSSON GOOGLE AUTHORSHIP PROJECT
Trust: Authorship
DIVISION OFWEB & NON-WEB
SEARCHES
2
Non-Web: Business Development
Partner with Google?
Partner: Become a Data Provider (APIs)
OR
Non-Web: Cut Out Google
Cut Google Out?
Cut Google Out: Integrate Social
Non-Web: Cut Google Out (of Search)
Cut Google Out: On-site Search
UNDERSTAND RATHER THAN
INDEX
3
Understand: Structured Markup
Death of keywords?
Understand: Concepts, not Keywords.
Reporting
Understand: Reporting
CONTEXT
4
Context: Appropriate Landing Pages
Mobile: Listen to Aleyda!
TOM ANTHONY
Thanks!
TRUST1
NON-WEB2
UNDERSTAND3
CONTEXT4
fourkey
trends
IMAGE CREDITS:
Apps backdrop: Adobe
Siri images: Breezi PlaceIt
57 signals diagram: Eli Pariser
Google Glass for Tube: Jack Morgan
Google Cooling Room: Google/Connie Zhou
Penguin, climbers, bridge, data center, melons
report, chalkboard, library: Shutterstock
PRESENTED AT: