Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Tom Anthony - New Paradigms: Five Fundamental Changes in Search II
Search
Distilled
November 19, 2015
Technology
0
290
Tom Anthony - New Paradigms: Five Fundamental Changes in Search II
Distilled
November 19, 2015
Tweet
Share
More Decks by Distilled
See All by Distilled
Wil Reynolds — Paid Search Strategies SEOs will Love
distilled
0
90
Rand Fishkin — Search Ranking Factors in 2015 What Data, Opinions, and Testing Reveal
distilled
0
130
Larry Kim — The Top 10 Facebook & Twitter Advertising Hacks of All Time
distilled
0
120
Will Critchlow - Practical Tips for the Future of Search II
distilled
0
240
Aaron Friedman — ‘Google's Predictable Content Preference’
distilled
0
240
Aleyda Solis — ‘Unlocking Growth Opportunities with Search Analytics’
distilled
0
200
Anum Hussain — ‘Topics Over Keywords: An SEO-Driven Approach to Content Marketing’
distilled
0
240
Casie Gillette — ‘21 Must-Have PR Tools and Tactics’
distilled
0
150
Daniel Gilbert — ‘PPC and SEO: Better Together’
distilled
0
630
Other Decks in Technology
See All in Technology
最近たまに見かけるTiDBってなんだ? - Findy
pingcap0315
2
760
VSCodeの拡張機能を作っている話
ebarakazuhiro
1
260
アクセシビリティを考慮したUI/CSSフレームワーク・ライブラリ選定
yajihum
2
1k
Cracking the KubeCon CfP
inductor
2
230
継続的な改善 x ⾮連続的な進化
sansantech
PRO
3
140
DevOpsDays History and my DevOps story
kawaguti
PRO
9
2.4k
長期運用プロジェクトでのMySQLからTiDB移行の検証
colopl
2
830
Next'24 事例セッションの紹介とクラウド資格を活用したキャリア形成について語りMuscle
yasumuusan
1
430
「スニダン」開発組織の構造に込めた意図 ~組織作りはパッションや政治ではない!~
rinchsan
3
530
元インフラエンジニアに成る / Human Resources to Human Relations
bobtani
4
900
ゼロから始めるVue.jsコミュニティ貢献 / first-vuejs-community-contribution-link-and-motivation
lmi
1
110
Azure犬駆動開発の記録/GlobalAzureFukuoka2024_20240420
nina01
1
200
Featured
See All Featured
Why Our Code Smells
bkeepers
PRO
331
56k
Building a Modern Day E-commerce SEO Strategy
aleyda
17
6.4k
Faster Mobile Websites
deanohume
299
30k
4 Signs Your Business is Dying
shpigford
175
21k
ParisWeb 2013: Learning to Love: Crash Course in Emotional UX Design
dotmariusz
104
6.6k
Ruby is Unlike a Banana
tanoku
96
10k
Code Review Best Practice
trishagee
55
15k
Designing on Purpose - Digital PM Summit 2013
jponch
110
6.5k
Web Components: a chance to create the future
zenorocha
305
41k
Building Effective Engineering Teams - LeadDev
addyosmani
28
1.8k
Exploring the Power of Turbo Streams & Action Cable | RailsConf2023
kevinliebholz
2
3.4k
実際に使うSQLの書き方 徹底解説 / pgcon21j-tutorial
soudai
120
39k
Transcript
brought to you by… @TomAnthonySEO FIVE FUNDAMENTAL CHANGES IN SEARCH
None
None
None
5 TRENDS
4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs
INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
1. EXPLICIT VS IMPLICIT QUERY ASPECTS
search query “london tube stations”
explicit aspect of query implicit aspect of query iPhone user,
on street in London “london tube stations”
TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
Device Location Browser Social Connections Time of Day Search History
Language
• NBED - WEARABLES
None
• NBED - PHYSICAL WEB
Mockup: Jack Morgan
TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal
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
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?
4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs
INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
2. COMPOUND QUERIES
Query Algorithm Response Revised Query Algorithm Response A SEARCH QUERY
Query Algorithm Response Revised Query Algorithm Response OLD MODEL: MULTIPLE
QUERIES
HUMMINGBIRD Credit: mikebaird on Flickr
None
None
NEW MODEL: MULTI-STEP QUERIES Query Algorithm Response Additional Input Algorithm
Revised Response
None
None
None
FACETED SEARCH = CROSS SITE FACETED NAV
FACT Queries are no longer single expressions of intent followed
by static responses. QUESTION What compound queries might your visitors be trying?
4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs
INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
3. KEYWORD FOCUS TO INTENT FOCUS
Example from: Rand Fishkin, Moz KEYWORD MATCHING IS NOW INTENT
MATCHING
Source: /u/UpboatOarKnotUpboat SEARCH HISTORY OF A 5 YEAR OLD
None
CONTEXTUAL SEARCHES
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?
4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs
INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
NBED: Future 4. DATA DRIVEN SEARCH
SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
SHIFT AWAY FROM ‘WEB SEARCH’: ANSWERS
SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
APP INDEXING & DEEP LINKS
WHERE ARE WE HEADED?
CROSS DEVICE TASKS & SEARCHES source: http:/ /services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr
Pete)
APPLE HANDOFF
SHARED SCREENS
CARDS
CARDS ARE JUST UNITS OF DATA
CARDS source: http:/ /blog.intercom.io/the-end-of-apps-as-we-know-them/
NEW MOBILE INTERFACE: SEPT 2015
Knowledge Graph Data Partnerships DATA SOURCES Everything Else ?
Knowledge Graph Data Partnerships DATA SOURCES Everything Else YOU AND
I!
FEATURED SNIPPETS
FACETED SEARCH (AGAIN)
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?
4. DATA DRIVEN SEARCH 1. IMPLICIT QUERIES 3. KEYWORDS vs
INTENT 2. COMPOUND QUERIES 5. CONVERGENCE OF INTERFACES
5. THE CONVERGENCE OF INTERFACES
None
INWARD SEARCHES
INWARD SEARCHES
None
GOOGLE INBOX & CARDS
INBOX FEEDING SEARCH & NOW
None
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?
BONUS: MACHINE LEARNING RANKING FACTORS
ML BASED RANKING FACTORS
TAKEAWAYS
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
@TomAnthonySEO THANKS