Tom Anthony — ‘New Paradigms: Five Fundamental Changes in Search’

Transcript

1. FIVE EMERGING TRENDS IN ONLINE SEARCH Tom Anthony SearchLove London 2015
3. 5 TRENDS
4. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
5. 1 IMPLICIT QUERY SIGNALS 1
6. search query “london tube stations”
7. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”
8. TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
9. Device Location Browser Social Connections Time of Day Search History Language
10. • NBED - WEARABLES IMPLICIT SIGNALS: WEARABLES
11. IMPLICIT SIGNALS: MODE OF TRANSPORT
12. • NBED - PHYSICAL WEB IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
13. Mockup: Jack Morgan IMPLICIT SIGNALS: READING SIGNS
14. TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
15. My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. SERGEY BRIN GOOGLE
16. FACT Explosion of implicit signals is leading to more complex queries and more granular results. QUESTION Which implicit signals could impact searchers trying to find your clients?
17. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
18. COMPOUND QUERIES 2
19. Query Algorithm Response Revised Query Algorithm Response A SEARCH QUERY
20. Query Algorithm Response Revised Query Algorithm Response OLD MODEL: INDEPENDENT QUERIES
21. HUMMINGBIRD Credit: mikebaird on Flickr
22. brought to you by… https:/ /youtu.be/JfJOFvKDNu4
23. brought to you by… https:/ /youtu.be/X8K2ccNBZYU
24. NEW MODEL: DEPENDENT QUERIES Query Algorithm Response Additional Input Algorithm Revised Response
26. https:/ /youtu.be/M1ONXea0mXg
27. https:/ /youtu.be/M1ONXea0mXg
28. COMPOUND QUERIES ARE LIKE FACETED SEARCH
29. FACT Queries are no longer single expressions of intent followed by static responses. QUESTION What compound queries might your visitors be trying?
30. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
31. KEYWORD FOCUS TO INTENT FOCUS 3
32. Example from: Rand Fishkin, Moz KEYWORDS & INTENTS
33. Source: /u/UpboatOarKnotUpboat SEARCH HISTORY OF A 5 YEAR OLD
34. KEYWORDS INTENT
35. KEYWORDS INTENT IMPLICIT SIGNALS COMPOUND QUERIES
36. brought to you by… https:/ /youtu.be/Cv_EzsI7x34
37. CONTEXTUAL SEARCHES http:/ /selnd.com/1MnLlF8
38. FACT Intent is not just ‘better keywords’; it is determined from implicit signals and across multiple queries. QUESTION Do you know which landing pages serve which intents on your site?
39. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
40. WEB SEARCH TO DATA DRIVEN SEARCH 4
41. SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
42. SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
43. SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
44. FROM WEB TO APP INDEXING & DEEP LINKS
45. WHERE ARE WE HEADED? ?
46. CROSS DEVICE TASKS & SEARCHES source: http:/ /services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)
47. CROSS DEVICE: APPLE HANDOFF
48. CROSS DEVICE: SHARED SCREENS
49. DIRECT ANSWERS & CARDS
50. CARDS: UNITS OF DATA
51. CARDS: ADAPT EASILY CROSS DEVICE dicddic
52. CARDS: NEW MOBILE INTERFACE
53. CARDS: DATA SOURCES Knowledge Graph Data Partnerships Everything Else ?
54. CARDS: DATA SOURCES Knowledge Graph Data Partnerships Everything Else YOU!
55. DIRECT ANSWERS: FEATURED SNIPPETS
56. FACETED SEARCH 2.0: CROSS DEVICE CARDS?
57. FACT Direct answers and cross device search are driving us towards a ‘data driven’ model where cards are key. QUESTIONS Is your data accessible to Google? Why should Google choose you as a data source?
58. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
59. PERSONAL ASSISTANTS 5
60. GOOGLE’S MISSION
61. ‘PERSONAL INDEX’: PHOTOS
62. ‘PERSONAL INDEX’: CALENDAR
63. ‘PERSONAL INDEX’: DEVICES
64. ‘PERSONAL INDEX’: EMAILS
65. EMAIL STRUCTURED MARKUP
66. A single interface for all searches.
67. NOT JUST GOOGLE
68. MICROSOFT CORTANA
69. PROACTIVE SIRI
70. FACEBOOK ‘M’
71. HOUND
72. We are in a Post-PageRank world.
73. FACT We will increasingly search both personal and public indexes via a single interface. QUESTION How can we prepare to be the most useful source from a personal assistant app’s perspective?
74. TAKEAWAYS
75. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3
76. Intent is more than just ‘keywords done better’; consider the implicit signals and compound queries. Data Driven Search is coming; start considering what steps to take to prepare. The rise of ‘Personal Assistants’ is an opportunity; optimise on another axis (that isn’t PageRank based). 1 2 3
78. THANKS @TomAnthonySEO