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/.
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.
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
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
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?
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
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