kelvin newman - search 2015
DESCRIPTION
TRANSCRIPT
![Page 1: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/1.jpg)
Search 2015Kelvin Newman
2nd October 2013
@kelvinnewman
JD Hancock
![Page 2: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/2.jpg)
Strategy DirectorSiteVisibility
A digital agency specialising in retail, travel and financial services
![Page 3: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/3.jpg)
OrganiserBrightonSEO/Content
Marketing ShowTwo Free (and awesome) Conferences
![Page 4: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/4.jpg)
Co-FounderClockwork Talent
Decent Digital Recruitment
![Page 5: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/5.jpg)
Last few years in Search have been
dominated by Google updates
![Page 6: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/6.jpg)
First we had panda
Berto Garcia
![Page 7: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/7.jpg)
This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful.Matt Cutts, Google
planetc1
![Page 8: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/8.jpg)
and then penguin
![Page 9: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/9.jpg)
In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines.Matt Cutts, Google
jolieodell
![Page 10: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/10.jpg)
and last week humming bird
![Page 11: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/11.jpg)
which isn’t technically an
update,
![Page 12: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/12.jpg)
but we need to think longer term than the
next update
![Page 13: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/13.jpg)
what is the future of search?
enderike
![Page 14: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/14.jpg)
not a new update
![Page 15: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/15.jpg)
but a new paradigm
![Page 16: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/16.jpg)
introducing Knowledge Graph
![Page 17: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/17.jpg)
The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query.Amit Singhal, Google
![Page 18: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/18.jpg)
Knowledge Graph is part of a huge change in how Google deliver search results
![Page 19: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/19.jpg)
![Page 20: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/20.jpg)
![Page 21: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/21.jpg)
![Page 22: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/22.jpg)
![Page 23: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/23.jpg)
![Page 24: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/24.jpg)
![Page 25: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/25.jpg)
![Page 26: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/26.jpg)
There’s more than 85 of these features that Dr. Pete from Moz
has documentedhttp://www.slideshare.net/crumplezone/
beyond-10-blue-links-the-future-of-ranking
![Page 27: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/27.jpg)
But they’re just for informational queries...
![Page 28: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/28.jpg)
![Page 29: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/29.jpg)
![Page 30: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/30.jpg)
![Page 31: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/31.jpg)
![Page 32: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/32.jpg)
![Page 33: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/33.jpg)
![Page 34: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/34.jpg)
a change in purpose:
help find pageshelp find answers
![Page 35: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/35.jpg)
a change in purpose:
help find pageshelp find answers
![Page 36: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/36.jpg)
You can no longer rely on Google to send you traffic
![Page 37: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/37.jpg)
or even tell you about it
Alex E. Proimos
![Page 38: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/38.jpg)
And that’s before we get started on Facebook
JD Hancock
for nearly a year iPhone
search traffic appeared as
direct
![Page 39: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/39.jpg)
and we’re rapidly approaching the point where we have no
data on keyword traffic
![Page 40: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/40.jpg)
Search isn’t about keywords anymore
![Page 41: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/41.jpg)
It's about entities.
JD Hancock
![Page 42: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/42.jpg)
Entities are normally,
people, places,
brands etc
JD Hancock
![Page 43: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/43.jpg)
but can be any ‘thing’ which has a relationship to another ‘thing’
JD Hancock
![Page 44: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/44.jpg)
every business is really just a
database and a front end
JD Hancock
![Page 45: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/45.jpg)
and Google wants to become
that front-end
JD Hancock
![Page 46: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/46.jpg)
how can you make money if nobody ever goes to your site?
JD Hancock
![Page 47: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/47.jpg)
You may need to revisit your business model
kennymatic
![Page 48: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/48.jpg)
I love the Business Model Canvas
http://en.wikipedia.org/wiki/Business_Model_Canvas
![Page 49: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/49.jpg)
So what can I do?
![Page 50: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/50.jpg)
Familiarize yourself with Freebase
http://www.freebase.com/
![Page 51: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/51.jpg)
Play with VisualDataWeb
http://www.visualdataweb.org/relfinder
![Page 54: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/54.jpg)
sit down and ask yourself could your business have an
api
![Page 55: Kelvin Newman - Search 2015](https://reader030.vdocuments.net/reader030/viewer/2022020105/54c6e66f4a79599e6f8b45af/html5/thumbnails/55.jpg)
tl;dr
SEO is changing it’s not about optimising your
website for search engines, it’s about
optimising your businessfor search engines