Tom Anthony — ‘New Paradigms: Five Fundamental Changes in Search’

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FIVE EMERGING TRENDS IN ONLINE SEARCH Tom Anthony SearchLove London 2015

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5 TRENDS

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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1 IMPLICIT QUERY SIGNALS 1

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search query “london tube stations”

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explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”

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TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal

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Device Location Browser Social Connections Time of Day Search History Language

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• NBED - WEARABLES IMPLICIT SIGNALS: WEARABLES

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IMPLICIT SIGNALS: MODE OF TRANSPORT

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• NBED - PHYSICAL WEB IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)

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Mockup: Jack Morgan IMPLICIT SIGNALS: READING SIGNS

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TIME TOTAL SIGNAL INFORMATION explicit signal implicit signal

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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

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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?

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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COMPOUND QUERIES 2

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Query Algorithm Response Revised Query Algorithm Response A SEARCH QUERY

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Query Algorithm Response Revised Query Algorithm Response OLD MODEL: INDEPENDENT QUERIES

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HUMMINGBIRD Credit: mikebaird on Flickr

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brought to you by… https:/ /youtu.be/JfJOFvKDNu4

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brought to you by… https:/ /youtu.be/X8K2ccNBZYU

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NEW MODEL: DEPENDENT QUERIES Query Algorithm Response Additional Input Algorithm Revised Response

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https:/ /youtu.be/M1ONXea0mXg

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https:/ /youtu.be/M1ONXea0mXg

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COMPOUND QUERIES ARE LIKE FACETED SEARCH

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FACT Queries are no longer single expressions of intent followed by static responses. QUESTION What compound queries might your visitors be trying?

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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KEYWORD FOCUS TO INTENT FOCUS 3

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Example from: Rand Fishkin, Moz KEYWORDS & INTENTS

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Source: /u/UpboatOarKnotUpboat SEARCH HISTORY OF A 5 YEAR OLD

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KEYWORDS INTENT

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KEYWORDS INTENT IMPLICIT SIGNALS COMPOUND QUERIES

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brought to you by… https:/ /youtu.be/Cv_EzsI7x34

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CONTEXTUAL SEARCHES http:/ /selnd.com/1MnLlF8

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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?

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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WEB SEARCH TO DATA DRIVEN SEARCH 4

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SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES

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SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS

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SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW

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FROM WEB TO APP INDEXING & DEEP LINKS

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WHERE ARE WE HEADED? ?

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CROSS DEVICE TASKS & SEARCHES source: http:/ /services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)

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CROSS DEVICE: APPLE HANDOFF

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CROSS DEVICE: SHARED SCREENS

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DIRECT ANSWERS & CARDS

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CARDS: UNITS OF DATA

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CARDS: ADAPT EASILY CROSS DEVICE dicddic

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CARDS: NEW MOBILE INTERFACE

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CARDS: DATA SOURCES Knowledge Graph Data Partnerships Everything Else ?

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CARDS: DATA SOURCES Knowledge Graph Data Partnerships Everything Else YOU!

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DIRECT ANSWERS: FEATURED SNIPPETS

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FACETED SEARCH 2.0: CROSS DEVICE CARDS?

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FACT Direct answers and cross device search are driving us towards a ‘data driven’ model where cards are key. QUESTIONS Is your data accessible to Google? Why should Google choose you as a data source?

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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PERSONAL ASSISTANTS 5

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GOOGLE’S MISSION

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‘PERSONAL INDEX’: PHOTOS

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‘PERSONAL INDEX’: CALENDAR

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‘PERSONAL INDEX’: DEVICES

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‘PERSONAL INDEX’: EMAILS

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EMAIL STRUCTURED MARKUP

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A single interface for all searches.

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NOT JUST GOOGLE

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MICROSOFT CORTANA

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PROACTIVE SIRI

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FACEBOOK ‘M’

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HOUND

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We are in a Post-PageRank world.

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FACT We will increasingly search both personal and public indexes via a single interface. QUESTION How can we prepare to be the most useful source from a personal assistant app’s perspective?

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TAKEAWAYS

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COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS 1 2 5 WEB SEARCH TO DATA SEARCH 4 KEYWORDS VS INTENTS 3

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Intent is more than just ‘keywords done better’; consider the implicit signals and compound queries. Data Driven Search is coming; start considering what steps to take to prepare. The rise of ‘Personal Assistants’ is an opportunity; optimise on another axis (that isn’t PageRank based). 1 2 3