3. • 5 evening network and learning meetings across Dorset
• Expert presentations and discussions on key business issues
• Connecting and growing local businesses
4. • 3 breakfast meetings in Bournemouth, Dorchester & Blandford
• The essential network for small and micro businesses
• Learn from expert presentations and virtual board discussions
5. The Future of the Internet
The Next 3 Years
Paul Tansey
6. Paul Tansey – Intergage
The Web Nerd with the Big Chin
A Managing Director’s Job
Why you and I will never know
everything
Slides available tomorrow from
www.intergage.co.uk/wsx-event
Hello
7. Web design
Content management
Online advertising
Social media
Search engine optimisation
My Company, Intergage
Online & offline PR
Video and multimedia
Training and seminars
Our aim
9. Yes, there is a lot about Google
There is a fair bit of video
It will move fast
It is just my opinion…
About This Presentation
10. “The Death of the Web
A new model is emerging – the App/ Internet
Model. The future architecture is going to combine
the amazing power in the cloud and the Internet
with powerful local devices running very
powerful applications.”
George Colony, Chairman & CEO, Forrester
Research
Forrester Research Says…
11. “Technology will augment our lives in every way...”
“Tiny powerful sensors will embedded in everything from clothes
to furniture”. A new intelligent infrastructure will emerge (we would
argue heavily powered by Android).
We are beginning to see Science Fiction become reality…The
people who predict that holograms, virtual reality and self-driving
cars will be commonplace quite soon are absolutely right…”
Eric Schmidt, Executive Chairman, Google
Mobile World Congress, February 2012
What Google Thinks
13. Marketing Today
So much
more to do
So much
more to
learn
Dwindling
returns from
traditional
spend
Slow
economic
growth
Less new
businesses
around
Savvy
competition
Every £ has
to be
justified
14. The Flip Side
New
opportunities
“Low cost”
tools and
tactics
Easy to use
technology
Constant
change
Learning,
adopting,
testing,
measuring,
refining
20. Anchor text links
All links that drive relevant traffic are good
All links are not equal however
Site A Site B
Click
Here
More
Information
Cheese Click
here
Cheese
Smells like cheese
Cheese
Interesting
cheese
facts
Cheese
More information
Read
more
22. The Evolution Of Search Engines
Localisation
Personalisation
Realtime Social influences
Recommendations
23. Lots of ways to create content and
leave “Footprints”
So many ways to get found
So many ways to leave
digital footprints
So many content
opportunities
24. Panda born February 2011
Mission = Kill low quality sites / Reward High Quality
Sites
An algorithm built to mimic what humans really like and
trust
A unique Machine Learning process
Over 500 updates in 2011 alone
Affected 12-13% of all US/ English websites
Google’s Panda Update
25. Panda loves:
Expert and enthusiast content
Fast loading
Social shares
Sites you love and spend time on
Interlinked content on pages
Dynamic links
Google’s Panda Update
26. Panda hates
High bounce rates
Lots of Ads (especially above the fold)
Lots of static links
Broken links
Pages that look like article marketing sites
Google’s Panda Update
27. Penguin born April 2012
Mission = Kill WebSPAM – Over optimised sites
Affected 3.1% of Websites
A filter to remove junk out of SERPS
Google’s Penguin Update
28. Penguin hates:
Keyword stuffing in content
Scraped / duplicate content
Sites that rank high and engage low
Suspiciously exact inbound keyword links
A lack of link diversity
Google’s Penguin Update
29. Content still has to be labelled clearly (meta data etc.)
Domain names still matter (although we are told not as
much)
Links important but inbound link profiles need to appear
natural not manufactured
New emphasis on user experience and navigation
Design for users not search engines – create “Wow!”
content
Social shares the biggest predictor of success – make
sure your content can be easily shared
How users engage BY KEYWORD
Search Today
32. Search Tomorrow
Moving toward one huge online database
More Social
It’s all going to be about quality, engagement and
sharing
SEO will be about on-going pruning of low engagement
/ high bounce rate content and replacing it with content
that people really like
38. Facebook Advertising
Acquire Fans
Turn them
into engaged
fans
Become a
part of their
life
Their friends
become
aware of this
engagement
They become
fans
39. The Power of Word of Mouth
14% of people trust Ads
70%+ of people trust recommendations from strangers
90% of people trust peer recommendations
43. The growth of social media
The Last Six Years in Social Media
44. Thee 3 Cs of Social Media
Consumer
Curator
Creator
45. “Though the consumption of traditional
media hasn't declined significantly
among the executive audience,
various social and digital media have
been added to the mix for work-related
purposes:
76% watch online video.
71% view webcasts.
65% use professional networking sites
such as LinkedIn
63% read blogs.”
Content Marketing
47. The Last Seven Years of YouTube
Still growing exponentially
Mobile access tripled in 2011 to 600 million views a day
Total views now 4 Billion every day
It’s main competitor is TV
48. Google+ The New Social Network
(Do I really need) Yet another social network?
Are people using it?
Why might it be a good idea?
Google+ is built into the Google search engine which means:
It’s very convenient – you’ll have it open anyway
You can share directly from Google when you find something interesting (pages don’t need a “Like” button)
It is very likely to influence search results in future as it takes off
It will be at the heart of everything Google does going forward and integrated with everything
It’s actually a very good product
It will be the default way to communicate, share and recommend on Android devices
58. Anything else?
Local search will move to Google+
Hash tags work in Google+
Reviews will be easy to do and easily found there
Events are great
Fastest evolving social network ever…
Highest user satisfaction scores (Facebook among the lowest)
60. Cloud Computing
Software as a service / Flexible
licenses
Cloud storage
Anytime access from any device
Collaboration & Synchronisation
Security and backup handled
Reduced hardware and
maintenance requirements –
Simple browser or App required.
61. How We Access The Internet
Laptops / Desktops - the most engaging way to use the internet
Mobiles – will overtake the PC by 2014
Tablets – will be 10% of all website traffic by 2014
TV? – More in a minute
Huge variety of Browser / Device Combinations
64. Tablet Usage
1 in 10 Smartphone owners has a tablet too
Share of website traffic growing 10 times faster than
smartphones
From 1% to 4% of website traffic in 2010/11
Most commonly used for:
Social media
Browsing the Web
Watching videos
71. Doesn’t Traditional TV Suck?
Old fashioned “Scheduled” approach not convenient
2000 TiVo Launched in the UK
2001 SKY+ Box Revolutionises TV Viewing
2006 BTVision
2006 4oD
2007 BBC iPlayer
2008 ITV Player (ITV Catch-Up)
2008 Demand 5
2010 Google TV v1 Launched in the US
76. Conclusions / Predictions
The next generation is generation C (for connected).
They are and will be:
Permanently connected to the Internet
More connected to more people than ever before
Adopting technology changes fast
Creating great content should be your number 1 social
and search goal to promote your business
Video is one of the best investments you can make in
marketing your business, for social, search, future TV
applications and the growing mobile / tablet audience.
77. Conclusions / Predictions
The new model is software and storage in the cloud
with Apps & Browsers running powerful applications
on a range of devices
Personal mobile devices can replace our traditional
computers, wallets, keys…
This range of devices will become much broader as
everything connects to the Web.
Machines talk to machines via the internet as much
(or more) than people do
Google+ will become a major communication tool as
Google’s ever growing base of cloud based
applications all integrate and become more social
78. Thank You & Q&A
Fred Reichheld, from his 2006 book “The Ultimate Question”
paul@intergage.co.uk
http://uk.linkedin.com/in/paultanseyatintergage
@PaulTansey
+PaulTansey
www.intergage.co.uk
