Tom Anthony - New Paradigms: Five Fundamental Changes in Search II

Transcript

1. brought to you by… @TomAnthonySEO FIVE FUNDAMENTAL CHANGES IN SEARCH
5. 5 TRENDS
6. 4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
7. 1. EXPLICIT VS IMPLICIT QUERY ASPECTS
8. search query “london tube stations”
9. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”
10. TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
11. Device Location Browser Social Connections Time of Day Search History Language
12. • NBED - WEARABLES
14. • NBED - PHYSICAL WEB
15. Mockup: Jack Morgan
16. TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
17. 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
18. 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?
19. 4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
20. 2. COMPOUND QUERIES
21. Query Algorithm Response Revised Query Algorithm Response A SEARCH QUERY
22. Query Algorithm Response Revised Query Algorithm Response OLD MODEL: MULTIPLE QUERIES
23. HUMMINGBIRD Credit: mikebaird on Flickr
26. NEW MODEL: MULTI-STEP QUERIES Query Algorithm Response Additional Input Algorithm Revised Response
30. FACETED SEARCH = CROSS SITE FACETED NAV
31. FACT Queries are no longer single expressions of intent followed by static responses. QUESTION What compound queries might your visitors be trying?
32. 4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
33. 3. KEYWORD FOCUS TO INTENT FOCUS
34. Example from: Rand Fishkin, Moz KEYWORD MATCHING IS NOW INTENT MATCHING
35. Source: /u/UpboatOarKnotUpboat SEARCH HISTORY OF A 5 YEAR OLD
37. CONTEXTUAL SEARCHES
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. 4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
40. NBED: Future 4. DATA DRIVEN SEARCH
41. SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
42. SHIFT AWAY FROM ‘WEB SEARCH’: ANSWERS
43. SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
44. 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. APPLE HANDOFF
48. SHARED SCREENS
49. CARDS
50. CARDS ARE JUST UNITS OF DATA
51. CARDS source: http:/ /blog.intercom.io/the-end-of-apps-as-we-know-them/
52. NEW MOBILE INTERFACE: SEPT 2015
53. Knowledge Graph Data Partnerships DATA SOURCES Everything Else ?
54. Knowledge Graph Data Partnerships DATA SOURCES Everything Else YOU AND I!
55. FEATURED SNIPPETS
56. FACETED SEARCH (AGAIN)
57. FACT Multiple interfaces, the rise of ‘answers’ is driving search towards a ‘data driven’ model. QUESTION Why should Google choose you as a data source?
58. 4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
59. 5. THE CONVERGENCE OF INTERFACES
61. INWARD SEARCHES
62. INWARD SEARCHES
64. GOOGLE INBOX & CARDS
65. INBOX FEEDING SEARCH & NOW
67. FACT ‘Ultimate assistants’ will mean we increasingly do inward and outward searches in one interface. QUESTION What could a connection to your data provide this interface that Google can’t do without you?
68. BONUS: MACHINE LEARNING RANKING FACTORS
69. ML BASED RANKING FACTORS
70. TAKEAWAYS
71. Intent is more than just ‘keywords done better’; consider the implicit signals and compound queries. Data Driven Search is coming; prepare your foundations (listen to Will). Decline of Web Search is an opportunity; optimize on another axis (that isn’t PageRank based). TAKEAWAYS
72. @TomAnthonySEO THANKS