the evolution of search

OF

EVOLU

TION

THE

SEARCH

OF TOM ANTHONY

(& ƶhat it means for SEO)

Rise of the Web

ƶeb usa

ge

time

Decline of the Web

ƶeb usage

time

3-4 years

Internet Search SEO

Trends Actions

WHYRATHER THAN

WHAT

The Evolution of the Internet

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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

TO

TA

L S

IGN

AL

IN

FO

RM

AT

ION

explicit signal

implicit signal

Query Makeup

TIME

TO

TA

L S

IGN

AL

IN

FO

RM

AT

ION

explicit signal

implicit signal

Query Makeup

TIME

TO

TA

L S

IGN

AL

IN

FO

RM

AT

ION

explicit signal

implicit signal

Query Makeup

TIME

TO

TA

L S

IGN

AL

IN

FO

RM

AT

ION

explicit signal

implicit signal

Query Makeup

TIME

TO

TA

L S

IGN

AL

IN

FO

RM

AT

ION

explicit signal

implicit signal

SERGEY BRINGOOGLE

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.

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 in most users naturally clicking on the top

(verified) results.

ERIC SCHMIDTGOOGLE

Web Graph

Social Graph

Social Signals

Trusted Links

19seomoz.org

AuthorRank Theory

=x

=

10.6

xƗţă ƁţƆ

ŏţĊ

seomoz.org

ƁţƆ

Structured Data

NBED Rich SnippetsHow the results LOOK

Rich Snippets

4 Key Trends &The Future

RESTORINGTRUST

IN LINKS

1

We have a potential launch later this year...

...we don’t want low quality experience merchants to be ranking in the search results.

MATT CUTTSGOOGLE

Caffeine & Machine Learning

The Internet is fast becoming a cesspool of misinformation…

brands are the answer.

ERIC SCHMIDTGOOGLE

DIVISION OFWEB & 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?”“Justin Bieber is 19 years old.”

CONTEXT

4

We’re excited about contextbecoming the query.

AMIT SINGHALGOOGLE

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

RESTORINGTRUST

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 authors and

rank search results.

OTHAR HANSSON GOOGLE AUTHORSHIP PROJECT

Trust: Authorship

DIVISION OFWEB & 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

fourkey

trends

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: