LUON WassUp recap - mar 2014 - 1. the search landscape

WASSUP RECAP SESSION

DINSDAG 25 MAART

THE SEARCH

LANDSCAPE

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

1. Game of Channels

Empires expand & collide 1. Game of Channels

The social, mobile and search

worlds are colliding.

At the same time, all actors are

trying to grow their markets.

Google Project Loon

Google aims at bringing

Internet to everyone using

interconnected balloons flying

in the stratosphere.

By doing so, it (of course) also

expands its potential market.

1. Game of Channels

Facebook’s Internet.org

Together with Samsung, Opera, Nokia, Ericsson, QualComm and Mediatek, Facebook too tries to get the

Internet out to the 66% of the global population that’s not connected yet.

1. Game of Channels

affordability

develop technology that decreases

the cost of delivering data to people

worldwide, and helps expand internet

access in underserved communities.

efficiency

invest in tools and software to

improve data compression

capabilities and make data networks

and services run more efficiently

business models

work together to introduce business

models that give people more ways

to go online

Facebook Wi-Fi

Facebook Wi-Fi lets customers check in to participating businesses on Facebook for free Wi-Fi access.

When people check in to your Page, you can share offers and other announcements with them.

1. Game of Channels






Instagram

Google Authority

Open Graph for Mobile

Google Glass

Vine

Graph Search

hashtags

Foursquare

Mobile SEO

Google Now

First up: Search 1. Game of Channels





2. House Google

“Don’t Be Ev i l”

Happy 15th Birthday, Google!

‘Google’ refers to the word

‘Googol’ (1 followed by 100

zeros) and represents their plan

to organise an infinite amount of

information on the web.

The first Google server was

made out of Duplo bricks.

2. House Google


In terms of digital advertising

revenu, mobile advertising

market share and browser

market share, Google is the

clear front-runner.

2. House Google


Google also takes first position

for number of monthly

searches, number of search

engine users and smartphone

OS market share.

The Google Maps smartphone

app is one of the most popular

apps.

2. House Google

Google Now: when content starts searching for you

‘Google Now’ is Google’s

“search assistant,” offering

“predictive” or “anticipatory”

search by combining dynamic

contextual information with

structured data.

2. House Google

click next for video

Google Now: when content starts searching for you

‘Google Now’ is Google’s

“search assistant,” offering

“predictive” or “anticipatory”

search by combining dynamic

contextual information with

structured data.

2. House Google

Conversational Search

With ‘Conversational Search’,

Google tries to understand

search intent through natural

language processing and

semantics, and is able to start a

conversation around it.

2. House Google

Meet the Hummingbird 2. House Google

The Google Hummingbird

update was the biggest

overhaul of the search

algorithm in over 10 years,

affecting 90% of search

queries.

With more complex queries,

the algorithm can better

understand concept versus

words as well as relation-

ships between concepts.

- Amit Singhal, Google

“

Meet the Hummingbird 2. House Google

different devices new ways of searching

(longer queries, conversational, …) The Google Hummingbird

update was the biggest

overhaul of the search

algorithm in over 10 years,

affecting 90% of search

queries.

With more complex queries,

the algorithm can better

understand concept versus

words as well as relation-

ships between concepts.

- Amit Singhal, Google

“

+

what’s the user’s intent? what is his need?

extract query concepts and relationships

Knowledge

Graph synonyms

site

entities

related

entities

personali-

sation:

social, location,

time, device,

history, …

authority/

authorship

links to answers on SERP answers on SERP

…

Meet the Hummingbird: things vs. strings

Semantic search allows Google

to determinate the meaning

behind queries.

For this to work, Google needs

to shift from comparing strings

to recognizing things and the

relationships between them.

2. House Google

Strings

• “gdp of Belgium”

• “What’s the gdp of Belgium”

• “Belgium gross domestic product”

• “gdp of Kingdom of Belgium”

• …

GDP

Belgium

Things

Kingdom

of

Belgium

Gross

Domestic

Product

The diminishing role of search keywords

Google’s growing understan-

ding of query intent and

concepts leads to a diminishing

focus on keywords.

Over the years, the ratio of

‘implicit’ (= location, social, …)

versus ‘explicit’ (= keyword)

data used by Google also

shifted in favor of more implicit

data.

2. House Google

Who is the president of the

United States?

Who is his wife?

The diminishing role of search keywords

In 2011, Google added SSL

encryption for signed-in search

users, resulting in keyword data

showing up in Google Analytics

as ‘(not provided)’.

This protection is now also

being rolled out to users who

are not signed in.

2. House Google

So now what?

Throughout the years, keyword

data has been used by

marketers for a number of

different purposes.

2. House Google

1. finding opportunities to improve a page's performance or its

ranking.

2. understanding how your searchers perceive your brand and

your content.

3. uncovering keyword opportunities

So now what? | 1. Improve page performance




different purposes.

1. finding opportunities to

improve a page's

performance or its ranking.

- combine rank-tracking data

with pages receiving search

visits

- use Google Webmaster

Tools and AdWords data

2. House Google

So now what? | 2. Understanding brand perception




different purposes.

2. Understanding how your

searchers perceive your

brand and your content.

What are users searching for

that's leading them to my site?

2. House Google

So now what? | 3. Keyword opportunities




different purposes.

3. Uncovering keyword

opportunities

What keywords to target and

how to decide if they drive

traffic already?

2. House Google

So now what? | From keywords to concepts

Even when you purchase

keywords through AdWords,

Google suggests keywords to

you in tightly grouped themes

and ideas. In fact, they do

everything they can to

discourage you from bidding on

individual keywords.

2. House Google

Where Google Search meets social: Google+

The MOZ and SearchMetrics

2013 Search Engine Ranking

Factors overviews show a big

correlation between rankings

and social signals.

2. House Google

“ Correlation is not causation.

But it shure is a hint.

- Edward Tufte

Google +1 correlation Google +1 correlation

Facebook shares, likes comments Facebook shares

0.40

0.34

0.30

0.27 1. Posts on Google+ are crawled and indexed almost immediately

2. Google+ posts pass link juice to your site

3. Being shared (by creating great content) helps your ranking

Where Google Search meets social: Authority

In December 2013, Matt Cutts –

head of search spam at Google-

confirmed that Google has

applied a 15% reduction in the

amount of rich snippets

displayed in the search results.

With this, Google is cleaning

out the closet to eliminate low-

authority results.

2. House Google

Paid listings for the mobile era

AdWords Enhanced

campaigns let you manage

complex targeting, bidding, and

ads for different platforms like

mobile and computers all

within the same campaign.

Enhanced Campaigns became

mandatory on the 22nd of July

2013.

2. House Google


3. House Bing

“Bi ng it on”

The Bing offer

Just like Google, Bing too is

making the switch from

keywords to concepts

(‘entities’).

Much of the technical solutions

offered by Google Search, are

in fact also available in

Microsoft Bing.

3. House Bing

The way forward?

The zillion dollar question for

Microsoft: How to capture

market share from a competitor

whose very brand (“Google”)

has become synonymous with

the act of searching online?

3. House Bing

Google

Bing (2,66%)

Search engine market share, Belgium

OUT-FEATURE ATTACK DEVELOP BRAND

The way forward?

The zillion dollar question for

Microsoft: How to capture

market share from a competitor

whose very brand (“Google”)

has become synonymous with

the act of searching online?

3. House Bing

Google

Bing (2,66%)

Search engine market share, Belgium

The way forward?

But don’t count out Microsoft

just yet!

Bing is currently the engine

behind a lot of successful

platforms.

3. House Bing

Google

Bing (9,63%)

Search engine market share, US

4. House Facebook

“BE Connect ed”

Graph Search

Facebook Graph Search allows

users to conduct complex

queries about people, places,

photos and interests using

natural language.

Graph Search can already be

used by switching your

language to english (US).

4. House Facebook


Graph Search for marketers

Marketers should make sure

they can be found by updating

the ‘about’ section and –in case

of local places- adding address

details.

Graph search can also assist

marketers in getting to know

their audience.

4. House Facebook

Facebook #hashtags

In June 2013, Facebook

announced support for search-

able hashtags.

The biggest difference with

Twitter is that most posts on

Facebook are however not

public.

4. House Facebook

“ During primetime television

alone, there are between 88

and 100 million Americans

engaged on Facebook —

roughly a Super Bowl-sized

audience every single night

5. House Pinterest?

“How Pi nt erest i ng”

The rise of visual search

In January 2014, Pinterest

acquired VisualGraph, a two-

man (ex-Googlers) company

specialised in advanced image

recognition:

Face detection & recognition

Product recommendation,

similar products

Visual search

Pornography filtering

5. House Pinterest?

The rise of visual search

ASAP54 is a mobile app that

recognizes fashion items – a

‘Shazam for fashion’.

5. House Pinterest?


6. Key Take-Aways

Key Take-Aways 6. Key Take-Aways



At the same time, all actors

are trying to grow their

markets.

1

With Google Now,

conversational search and

Google Hummingbird, the

search landscape is fully

entering the semantics

space.

This has a big impact for

traditional, keyword-centric,

SEO.

2

While Bing is looking for a

way to steal Google market

share, Facebook and even

Pinterest are slowly entering

the search market.

3

WASSUP RECAP SESSION

DINSDAG 25 MAART

THE END

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

Geert De Laet

Technology evangelist

[email protected]

Twitter: @geertdelaet

LUON WassUp recap - mar 2014 - 1. the search landscape

Marketing

Transcript of LUON WassUp recap - mar 2014 - 1. the search landscape