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The Evolution of Search
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The Future of Search - Will Critchlow's presentation at FODM 2013

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What's the future of search? And does it mean that the future of search marketing is just "good marketing"?

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The Future of Search - Will Critchlow's presentation at FODM 2013

  1. The Future of Search WILL CRITCHLOW
  2. This query really shouldn’t work
  3. But it does
  4. Understand, not just index
  5. See reddit for more Original thread
  6. When someone searches for “best” From Google Trends
  7. They probably don’t mean a page that says “best”
  8. Watch this presentation for more Read this. Watch this.
  9. Present information better
  10. There are a lot of cards
  11. I have a theory that this is positioned to train us to look in the right hand sidebar
  12. I have a theory that this is positioned to train us to look in the right hand sidebar
  13. Sometimes UI helps refine the query
  14. All of this enables voice search
  15. Live now in Chrome and on Android
  16. “what time is it in New York?”
  17. Query refinement is called “conversational search”
  18. Who talks to their phone? I said
  19. I’m coming round to the idea
  20. Signed-in everywhere is crucial
  21. It’s really hard not to be signed in
  22. Chrome sync is just the beginning I predict we are going to see cookie sync
  23. Android blurs the line with the web
  24. Query enhancement is improving
  25. “london tube stations” query Old Query Model
  26. explicit query implicit query iPhone user, on street in London “london tube stations” New Query Model
  27. New Query Model
  28. Query Scale TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  29. Query Scale TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  30. Query Scale TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  31. Query Scale TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  32. Query Scale TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  33. Where does this end?
  34. 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. -- Sergey Brin, Google
  35. Queryless search
  36. Is this even search?
  37. Does it matter? It certainly helps explain (not provided)
  38. Let’s not forget the basics
  39. Desktop search is still growing That’s 20 billion searches / month in the US 2007 March 2013
  40. Sites report growing mobile search Via RKG
  41. Hampered by measurement issues Via RKG
  42. ...but backed by Google statistics % smartphone users searching every day 2011 2012 2011 2012
  43. ...and converting like crazy
  44. Social can be search too That’s how I found the data on the previous slide
  45. So is search marketing becoming “just good marketing”?
  46. Google would like us to think so
  47. You might have noticed googlebot coming round more often
  48. The caffeine update enabled all the more recent changes
  49. No SEO presentation is complete without an angry penguin
  50. Penguin and Panda = progress Bad links Bad content
  51. Their biggest win is spreading fear
  52. Bad stuff still works short term But brands are rightly scared (finally)
  53. Coming soon: bad merchant update Don’t make your customers angry
  54. But not all of search is regular marketing
  55. Make pages primarily for users, not for search engines -- Google webmaster guidelines This used to go even further
  56. These days we feed the robot in all kinds of ways Robots.txt Sitemaps Schema ...etc
  57. The future looks great for search
  58. The future looks great for search marketers
  59. Technical skills + Data + Building an audience
  60. I’ve talked about this elsewhere http://www.distilled.net/store/ll-2013-wc-critchlow/
  61. WILL CRITCHLOW Founder, Distilled will.critchlow@distilled.net @willcritchlow
  62. Image creditshttp://www.flickr.com/photos/paolomargari/1992019542/ http://www.flickr.com/photos/sarit_arora/8543078505/ http://www.flickr.com/photos/flysi/183272970/ http://www.flickr.com/photos/yjv/4649068019/

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