Google will not be a Search company in the future. Google are a data platform company that wants to know everything about use to help you (sell to you). Read more about the 'Future of Google Search' on my blog where I talk about this deck in detail: http://www.arthurjach.co.uk/2014/10/future-of-google-search-from-search-to-data-platform/.

1. Future of Google Search

2. Google Search will be all
about relevancy and context
(not keywords and links)

3. The Past/

4. On the surface Google hasn’t really changed that much
Google 1998
Yahoo 1996

5. How Google works technically hasn’t changed much either

6. In the old days you just needed more keywords on the page
Why this couldn’t last?

7. Was it really that clever?

8. G. W. Bush bombed

9. Then the user generated content and social exploded

10. Google Search (and G’s other properties) needs G+ to
know you better and serve you better results (and ads?)
G+ personalised Not personalised

11. 2011: Google unleashes Panda, then Penguin

12. White vs. Black Hat SEO
White: adhere to Google quality guidelines and add value.
Black: trying to trick search engines to artificially boost results.

13. The rise and fall of Expedia.com

14. Few more recent casualties

15. The Present/

16. Market Share in 2012

17. Users find information they need quicker in Google Search
than other search engine results

18. However, they are facing many challenges
Revenue diversity issues
Declining desktop searches and ever declining CPCs
(cost per click)
High expectations from investors
Facebook Search in the next five years
SEO - the arch enemy of Google’s search revenue
More on that here: http://www.tmw.co.uk/news-and-blog/posts/2014/05/14/the-key-challenges-
facing-google-in-the-coming-years

19. The Future/

20. Google’s vision
“My vision when we started Google 15 years ago was
that eventually you wouldn’t have a search query at all.
You’d just have information come to you as you need it”
Sergei Brin, Google
“search is for users, not websites”
Eric Schmidt, Google

21. Search engine of the future? Think again

22. To achieve that they need data… a lot of data
…hmm how could they possibly get it?

35. But what about the future of Google Search?

36. What information can a machine see

37. What information can a machine see

38. Maybe if we wrap it in some specific tags the machine can
understand the meaning?

39. Still machine only sees…

40. What is it?

41. You need a standard system (an ontology) with real world
entities and relationships between them.

42. Semantic Search

43. What data source they could possibly use?

44. Google introduces
What is it?
– It’s not an update, it’s a complete algo rewrite … which no one noticed for 3 months!
Why?
– process longer, conversational, natural language search queries
– marry them up with personalisation and their synonyms / entities from the semantic search
– focus on the context and meaning behind the words
…but seriously why?

45. http://lifehacker.com/learn-over-60-google-now-commands-with-this-infographic-1471859787

46. Google Now
Anticipatory search app, i.e. “show me what I want
without asking”
Personal assistant, i.e. “when I do ask a question tell
me, don’t show me”
Imagine hands free interaction with Google Search

47. Still long way from perfection

48. … by some distance actually

49. Google’s vision of the future:

50. Are they invincible?

51. What you need to know
Coding client sites with appropriate schema, e.g. recipes, organisation, business, article
– Benefit: More attractive search listings and making google understand the meaning of the content
Brand pages in Wikipedia, Freebase and YouTube
– Benefit: Establishing the brand as semantic search entity and displaying brand info in top right hand
corner in Google search results
Google+ brand pages and Google+ authorship for individuals
– Benefit: More attractive search listings and increasing brand presence in search results
We can audit the site and find the gaps… for £0