Future of Google Search and how to prepare for it
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Transcript of Future of Google Search and how to prepare for it
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Future of Google Search
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Google Search will be all about relevancy and context (not keywords and
links)
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The Past/
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On the surface Google hasn’t really changed that much
Google 1998
Yahoo 1996
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How Google works technically hasn’t changed much either
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In the old days you just needed more keywords on the page
Why this couldn’t last?
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Was it really that clever?
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G. W. Bush bombed
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Then the user generated content and social exploded
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Google Search (and G’s other properties) needs G+ to know you better and serve you better results (and ads?)
G+ personalised Not personalised
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2011: Google unleashes Panda, then Penguin
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White vs. Black Hat SEO
White: adhere to Google quality guidelines and add value.
Black: trying to trick search engines to artificially boost results.
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The rise and fall of Expedia.com
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Few more recent casualties
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The Present/
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Market Share in 2012
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Users find information they need quicker in Google Search than other search engine results
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However, they are facing many challenges
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Revenue diversity issuesDeclining desktop searches and ever declining CPCs
(cost per click)High expectations from investorsFacebook Search in the next five yearsSEO - the arch enemy of Google’s search revenue
More on that here: http://www.tmw.co.uk/news-and-blog/posts/2014/05/14/the-key-challenges-facing-google-in-the-coming-years
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The Future/
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Google’s vision
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“My vision when we started Google 15 years ago was that eventually you wouldn’t have a search query at all. You’d just have information come to you as you need it”
Sergei Brin, Google
“search is for users, not websites”Eric Schmidt, Google
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Search engine of the future? Think again
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To achieve that they need data… a lot of data
insert client logo here…hmm how could they possibly get it?
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But what about the future of Google Search?
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What information can a machine see
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What information can a machine see
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Maybe if we wrap it in some specific tags the machine can understand the meaning?
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Still machine only sees…
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What is it?
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You need a standard system (an ontology) with real world entities and relationships between them.
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Semantic Search
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What data source they could possibly use?
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Google introducesWhat is it? – It’s not an update, it’s a complete algo rewrite … which no one noticed for 3
months!
Why?– process longer, conversational, natural language search queries– marry them up with personalisation and their synonyms / entities from the
semantic search– focus on the context and meaning behind the words
…but seriously why?
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insert client logo herehttp://lifehacker.com/learn-over-60-google-now-commands-with-this-infographic-1471859787
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Google Now
Anticipatory search app, i.e. “show me what I want without asking”
Personal assistant, i.e. “when I do ask a question tell me, don’t show me”
Imagine hands free interaction with Google Search
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Still long way from perfection
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… by some distance actually
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Google’s vision of the future:
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Are they invincible?
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What you need to knowCoding client sites with appropriate schema, e.g. recipes, organisation, business, article– Benefit: More attractive search listings and making google understand the meaning of
the content
Brand pages in Wikipedia, Freebase and YouTube– Benefit: Establishing the brand as semantic search entity and displaying brand info in
top right hand corner in Google search results
Google+ brand pages and Google+ authorship for individuals– Benefit: More attractive search listings and increasing brand presence in search results
We can audit the site and find the gaps… for £0