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OF
EVOLUTION
THE
SEARCH
OF
TOM ANTHONY
(& hat it means for SEO)
Rise of the Web
e
b
usage
time
Decline of the Web
eb
usag
e
time
3-4 years
Internet Search SEO
Trends Actions
WHY
RATHER THAN
WHAT
The Evolution of
the Internet
MON TUES ED THURS FRI SAT SUN
MON 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
TOTALSIGNALINFORMATION
explicit signal
implicit signal
Query Makeup
TIME
TOTALSIGNALINFORMATION
explicit signal
implicit signal
Query Makeup
TIME
TOTALSIGNALINFORMATION
explicit signal
implicit signal
Query Makeup
TIME
TOTALSIGNALINFORMATION
explicit signal
implicit signal
Query Makeup
TIME
TOTALSIGNALINFORMATION
explicit signal
implicit signal
SERGEY BRIN
GOOGLE
My vision when we started
Google 15 years ago was that
eventually you wouldn't have to
have a search qu...
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 ...
Web Graph
Social Graph
Social Signals
Trusted Links
19seomoz.org
AuthorRank Theory
=x
=
10.6
x
seomoz.org
Structured Data
NBED Rich Snippets
How the results LOOK
Rich Snippets
4 Key Trends &
The Future
RESTORING
TRUST
IN LINKS
1
We have a potential launch later
this year...
...we don’t want low quality
experience merchants to be
ranking in the searc...
Caffeine & Machine Learning
The Internet is fast becoming a
cesspool of misinformation…
brands are the answer.
ERIC SCHMIDT
GOOGLE
DIVISION OF
WEB & 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?”
...
CONTEXT
4
We’re excited about context
becoming the query.
AMIT SINGHAL
GOOGLE
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
RESTORING
TRUST
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...
Trust: Authorship
DIVISION OF
WEB & 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
four
key
trends
IMAGE CREDITS:
Apps backdrop: Adobe
Siri images: Breezi PlaceIt
57 signals diagram: Eli Pariser
Google Glass for Tube: Jac...
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
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The Evolution of Search

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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.

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The Evolution of Search

  1. OF EVOLUTION THE SEARCH OF TOM ANTHONY (& hat it means for SEO)
  2. Rise of the Web e b usage time
  3. Decline of the Web eb usag e time
  4. 3-4 years
  5. Internet Search SEO
  6. Trends Actions
  7. WHY RATHER THAN WHAT
  8. The Evolution of the Internet
  9. MON TUES ED THURS FRI SAT SUN
  10. MON TUES ED THURS FRI SAT SUN
  11. Rise of Apps
  12. The Evolution of Search
  13. Search Process
  14. Search Process
  15. Search Process
  16. Contextual Results
  17. Contextual Results
  18. Contextual Search Refinement
  19. Entity Search
  20. Personalisation
  21. Personalisation
  22. Device Location Browser Social Connections Time of Day Search History Context Language
  23. “london tube stations” Queries and Context
  24. “london tube stations” query Old Query Model
  25. explicit query implicit query iPhone user, on street in London “london tube stations” New Query Model
  26. New Query Model
  27. Query Makeup TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  28. Query Makeup TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  29. Query Makeup TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  30. Query Makeup TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  31. Query Makeup TIME TOTALSIGNALINFORMATION explicit signal implicit signal
  32. SERGEY BRIN GOOGLE 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.
  33. Implicit Queries
  34. The Evolution of SEO
  35. Panda & Penguin
  36. IT’S ALL ABOUT TRUST
  37. Caffeine: Panda & Penguin’s Ancestor Old index Caffeine
  38. Caffeine: Machine Learning
  39. Authorship
  40. 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 SCHMIDT GOOGLE
  41. Web Graph
  42. Social Graph
  43. Social Signals
  44. Trusted Links
  45. 19seomoz.org AuthorRank Theory =x = 10.6 x seomoz.org
  46. Structured Data
  47. NBED Rich Snippets How the results LOOK Rich Snippets
  48. 4 Key Trends & The Future
  49. RESTORING TRUST IN LINKS 1
  50. We have a potential launch later this year... ...we don’t want low quality experience merchants to be ranking in the search results. MATT CUTTS GOOGLE
  51. Caffeine & Machine Learning
  52. The Internet is fast becoming a cesspool of misinformation… brands are the answer. ERIC SCHMIDT GOOGLE
  53. DIVISION OF WEB & NON-WEB SEARCHES 2
  54. Division of Web & Non-Web Searches
  55. Division of Web & Non-Web Searches
  56. UNDERSTAND RATHER THAN INDEX 3
  57. Understand: Entity Search
  58. Understand: Entity Search
  59. 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.”
  60. CONTEXT 4
  61. We’re excited about context becoming the query. AMIT SINGHAL GOOGLE
  62. Context2
  63. Context2
  64. Context2
  65. How you are moving? Context2 Where were you? Where are you going? What are you doing? Who are you with?
  66. Preparing for the Future
  67. RESTORING TRUST IN LINKS 1
  68. Trust: Brand Signals
  69. Brand: Google+ Unavoidable
  70. Brand: Authorship for Companies rel = “publisher”
  71. Brand: Generic TLDs
  72. 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
  73. Trust: Authorship
  74. DIVISION OF WEB & NON-WEB SEARCHES 2
  75. Non-Web: Business Development Partner with Google?
  76. Partner: Become a Data Provider (APIs)
  77. OR
  78. Non-Web: Cut Out Google Cut Google Out?
  79. Cut Google Out: Integrate Social
  80. Non-Web: Cut Google Out (of Search)
  81. Cut Google Out: On-site Search
  82. UNDERSTAND RATHER THAN INDEX 3
  83. Understand: Structured Markup
  84. Death of keywords? Understand: Concepts, not Keywords.
  85. Reporting Understand: Reporting
  86. CONTEXT 4
  87. Context: Appropriate Landing Pages
  88. Mobile: Listen to Aleyda!
  89. TOM ANTHONY Thanks! TRUST1 NON-WEB2 UNDERSTAND3 CONTEXT4 four key trends
  90. 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:
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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.

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