Understanding Next-Generation Search
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Transcript of Understanding Next-Generation Search
![Page 1: Understanding Next-Generation Search](https://reader033.fdocuments.in/reader033/viewer/2022052623/559b6ebd1a28ab53778b45ae/html5/thumbnails/1.jpg)
UNDERSTANDING
NEXT-GENERATION
SEARCHAndrew IsidoroGocompare.com
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A LOT HAS CHANGED…
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SEARCH HAS BEEN RUBBISH FOR A.
WHILE…
Search [was] mostly based on matching words and phrases, and not what they actually mean
Shashidar Thakur, Knowledge Graph tech lead
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MORE THAN 1/5 OF ALL BING QUERIES SUBMITTED ARE PURELY NAMED ENTITIES
Named Entity Recognition in Query – Microsoft (2009)
71% OF BING SEARCH QUERIES CONTAIN NAMED ENTITIES
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THAT’S OVER 84 BILLION SEARCHES* EVERY MONTH THAT CONTAIN NAMED ENTITIES!
http://www.internetlivestats.com/google-search-statistics/*Google and Bing combined volume
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UNDERSTANDING ABOUT ‘THINGS’
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UNDERSTANDING AN ENTITY
Which famous film was released on March 15,1972?
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UNDERSTANDING AN ENTITY
“I'm going to make him an offer he can’t refuse”
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Ratings:IMDB,Rotten Tomatoes
CastAl Pacino,Marlon Brando, Robert Duvall, James Caan,Diane Keaton
Initial release: March 15, 1972
Featured songs: I Have But One Heart,Speak Softly LoveDirector:
Francis Ford Coppola
Writer:Mario Puzo
UNDERSTANDING AN ENTITY
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UNDERSTANDING AN ENTITY
Which film was released on March 15, 1972?
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UNDERSTANDING “CONTENT”
Content
● Linked data
● Search queries
● Schema.org
● Co-occurrence
● Co-citation
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LINKED OPEN DATA.
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SEARCH QUERY DATA
See your history data: https://history.google.com/history/
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SCHEMA.ORG
Schema.org is a microformat that allows you to tell search engines what (or who) your content is exactly about.
<div itemscope itemtype="http://schema.org/Person"><span itemprop="name">Andrew Isidoro</span><meta itemprop="birthDate" content="2014-11-28"></div>
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Gocompare.com Car Insurance
CO-OCCURRENCE
● Frequently matched terms + entities = relationship
Example:
Entity (Brand) Common query
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CO-CITATION
A B
C D
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UNDERSTANDING “CONTEXT”
Personalisation
● Social layer
● Implicit queries
● Hummingbird
● Web assistants
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“THE SOCIAL LAYER”
Social’s a ranking factor, right? Well not really, but kinda.
● Personalised to the users search history
● Personalised based on a users social connections
● Personalised based on +1’s
Rankings are based on neutral search...but does that exist anymore?
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IMPLICIT vs EXPLICIT
“Pizzeria”explicit aspect of query
“Android user, geolocatedto Cardiff”
implicit aspect of query
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HUMMINGBIRD
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SEMANTIC SEARCH
More personal
More engaging
More interactive
More predictive
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WEB ASSISTANTS
Tim Berners Lee’s vision is getting close...
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SEMANTIC WEB
Even more personal
Even more engaging
Even more interactive
Even more predictive
A little frightening...
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TAKEAWAYS
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NEXT GENERATION SEO
"Answer," "Converse," and "Anticipate".
- Amit Singhal .
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TAKEAWAYS - ANSWER
● Focus on the customer intent● Invest in technical SEO● Add to your semantic footprint:
Schema.orgLinked Data - hint: check out Freebase
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TAKEAWAYS - CONVERSE
I hate to say it but…“Content Marketing”
● Talk to your customers● Interact through social - (Google+ / Youtube anyone?)● Investigate co-citations
Help to facilitate the “Social Layer” through meaningful interactions
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TAKEAWAYS - ANTICIPATE
● Deliver “SEO as philosophy”
‘Off-site’ SEO needs to become the output of great marketing communications.
Public
Relations
SEO
ContentSocial
Media
Creative &
Brand
Marketing Communications
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TAKEAWAYS - ANTICIPATE
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ANTICIPATE THE FUTURE
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THE FUTURE
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ANY QUESTIONS?
Thank you for listening...
Andrew IsidoroGocompare.com
@andrew_isidoro
Slides available at:http://www.andrewisidoro.co.uk/blog/digital-marketing-show-2014/