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Ric Rodriguez - Search In 2020 - it's No Longer About Ranking

With the rise of intelligent services and more ways to look for information than ever before, people have been retrained to interact with search engines differently. In this talk from Bristol SEO, Ric discussed why this is important, how this impacts the very fabric of search as we know it - and what to do about it.

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Ric Rodriguez - Search In 2020 - it's No Longer About Ranking

  1. 1. Search In 2020 - It’s No Longer About Rankings Ric Rodriguez, SEO Consultant
  2. 2. 2019 - SEO Consultant, Yext 2018 - SEO Director, iProspect 2016 - SEO Director, Croud 2016 - SEO Strategist, Three Whiskey 2014 - SEO Analyst, iCrossing
  3. 3. Technology has enabled people to look for info in different ways
  4. 4. Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
  5. 5. 46 years 50 years 62 years 64 years 22 years 28 years 12 years Speed to adoption is increasing Time to reach 50m users 70 0 Sources: Visual Capitalist & Interactive Schools
  6. 6. 12 years 7 years 10 months 19 days 22 years 28 years Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
  7. 7. Consumers are getting used to the new search formats and platforms
  8. 8. Shifting channels of engagement Time spend by device / day6h 0h 2016201520142012 201720132011201020092008 3h Sources: Kleiner Perkins Mobile Other Desktop
  9. 9. Shifting channels of engagement Sources: Kleiner Perkins Other Desktop Mobile Time spend by device / day6h 0h 2016201520142012 201720132011201020092008 3h
  10. 10. Shifting channels of engagement Smart speaker sales (projection) 300m 0m 2024202320222020 202520212019201820172016 150m Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units
  11. 11. Shifting channels of engagement Smart speaker sales (projection) Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units 101m units 129m units 172m units 205m units 233m units 291m units 300m 0m 150m 2024202320222020 202520212019201820172016
  12. 12. We can ask questions in far more complex ways that ever before
  13. 13. Queries are a vehicle for discovery find the best place to eat pizza near me with veggie options open tonight and takes amex_
  14. 14. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Queries are a vehicle for discovery
  15. 15. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Queries are a vehicle for discovery Type: Takeaway Distance: <500mContent: ”clean”Type: Location Time: 8-10pm Card: American ExpressMenu Item: Margherita
  16. 16. pizza near me Queries are a vehicle for discovery
  17. 17. pizza near me Ric Rodriguez _search history _demographic _web actions _inferred intent iPhone 11 Pro Max _ip location _partner data _other devices _routine data Queries are a vehicle for discovery
  18. 18. Connecting with users at the point of intent is increasingly a challenge
  19. 19. Search is more than your website how far is the moon?_
  20. 20. Search is more than your website how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR
  21. 21. Search is more than your website how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Knowledge base + machine learning
  22. 22. This is new for many but search has worked this way for some time
  23. 23. To organise the world’s information Crawling
  24. 24. To organise the world’s information Crawling Parsing
  25. 25. To organise the world’s information IndexingCrawling Parsing
  26. 26. To organise the world’s information Indexing QueryingCrawling Parsing
  27. 27. To organise the world’s information Indexing Querying ServingCrawling Parsing
  28. 28. To organise the world’s information Indexing Querying ServingCrawling Parsing Serving (ranking) is the part we know the least about
  29. 29. To organise the world’s information Indexing Querying ServingCrawling Parsing Information retrieval is an open book of new ideas
  30. 30. To succeed, we need to challenge everything that we believe is true
  31. 31. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
  32. 32. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
  33. 33. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
  34. 34. Ranking isn’t helpful; it’s a black box and it’s intrinsically transient
  35. 35. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 Technical Position 1 Position 2 Position 3 Position 4 Content Links
  36. 36. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 Black box of “ranking factors” Position 1 Position 2 Position 3 Position 4
  37. 37. Ranking is a multi-layered system Black box of “ranking factors” Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
  38. 38. Ranking is a multi-layered system Black box of “ranking factors” (e.g., speed) Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
  39. 39. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4
  40. 40. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 ? This tells the search engine how to order the inputs - but not what the inputs are
  41. 41. Context is important when your users expect to search naturally
  42. 42. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process
  43. 43. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: diy tool Transaction medium: online Transaction event: sale event Time period: Boxing Day Date: 26th December 2019
  44. 44. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Left to right understanding Ignore “common” words
  45. 45. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: diy tool Time period: Boxing Day Date: 26th December 2019 Transaction medium: online Transaction event: sale event
  46. 46. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Misinterpreted
  47. 47. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Not accounted for
  48. 48. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Left to right understanding Ignore “common” words BERT changed this for the better
  49. 49. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club BERT – learning through masking words *Note: this is a simplified explanation of a far more complex process The Hammers is the nickname of West Ham United football club The Hammers is the nickname of West Ham United football club
  50. 50. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club. BERT - learning through guessing the next sentence *Note: this is a simplified explanation of a far more complex process He used them to build a new cabinet. They used to be based at Upton Park.
  51. 51. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Using BERT to understand each word’s impact
  52. 52. Product category: tickets Type: West Ham United Transaction medium: online Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Date: 26th December 2019 Event type: football fixture
  53. 53. Knowledge (data) is power; it is at the heart of answer machines
  54. 54. DIYTools Football Team A hammer West Ham United Graphs, entities and structured data
  55. 55. DIYTools Football Team A hammer West Ham United Fixture tickets Graphs, entities and structured data
  56. 56. Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Entity Value pairs (structured data) Graphs, entities and structured data
  57. 57. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data
  58. 58. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data
  59. 59. Airbus 321 Graphs, entities and structured data London
  60. 60. London Airport Name: Gatwick Operating Airline: British Airways Aircraft Name: Heathrow Operating Airline: Airbus 321 Airport Name: Graphs, entities and structured data
  61. 61. London Airbus 321 London British Airways Airbus 321 Heathrow Gatwick Graphs, entities and structured data
  62. 62. West Ham United Located In: England Capital City: Great Fire Of London Happened In: New Years Party Event At: Destination: British Airways Financial Centre: United Kingdom Lives In: Boris Johnson Former Name: Londinium london_ Graphs, entities and structured data
  63. 63. Graphs, entities and structured data
  64. 64. This knowledge network is built from the web as a whole – its content and connections Graphs, entities and structured data
  65. 65. There’s a paradigm shift happening in search – we must embrace it

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