Download - The Evolution of Search
![Page 1: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/1.jpg)
OF
EVOLU
TION
THE
SEARCH
OF TOM ANTHONY
(& ƶhat it means for SEO)
![Page 2: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/2.jpg)
Rise of the Web
ƶeb usa
ge
time
![Page 3: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/3.jpg)
Decline of the Web
ƶeb usage
time
![Page 4: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/4.jpg)
3-4 years
![Page 5: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/5.jpg)
Internet Search SEO
![Page 6: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/6.jpg)
Trends Actions
![Page 7: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/7.jpg)
WHYRATHER THAN
WHAT
![Page 8: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/8.jpg)
The Evolution of the Internet
![Page 9: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/9.jpg)
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![Page 14: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/14.jpg)
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TUES �ED THURS FRI SAT SUN
![Page 15: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/15.jpg)
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Rise of Apps
![Page 17: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/17.jpg)
The Evolution of Search
![Page 18: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/18.jpg)
Search Process
![Page 19: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/19.jpg)
Search Process
![Page 20: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/20.jpg)
Search Process
![Page 21: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/21.jpg)
Contextual Results
![Page 22: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/22.jpg)
Contextual Results
![Page 23: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/23.jpg)
Contextual Search Refinement
![Page 24: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/24.jpg)
Entity Search
![Page 25: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/25.jpg)
Personalisation
![Page 26: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/26.jpg)
Personalisation
![Page 27: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/27.jpg)
Device
Location Browser
Social Connections
Time of Day
Search History
Context
Language
![Page 28: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/28.jpg)
“london tube stations”
Queries and Context
![Page 29: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/29.jpg)
“london tube stations”query
Old Query Model
![Page 30: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/30.jpg)
explicit query
implicit query
iPhone user, on street in London
“london tube stations”
New Query Model
![Page 31: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/31.jpg)
New Query Model
![Page 32: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/32.jpg)
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
![Page 33: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/33.jpg)
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
![Page 34: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/34.jpg)
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
![Page 35: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/35.jpg)
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
![Page 36: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/36.jpg)
Query Makeup
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
![Page 37: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/37.jpg)
SERGEY BRINGOOGLE
My vision when we started Google 15 years ago was that
eventually you wouldn't have to have a search query at all.
You'd just have information come to you as you needed it.
![Page 38: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/38.jpg)
Implicit Queries
![Page 39: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/39.jpg)
The Evolution of SEO
![Page 40: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/40.jpg)
Panda & Penguin
![Page 41: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/41.jpg)
IT’S ALL ABOUT TRUST
![Page 42: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/42.jpg)
Caffeine: Panda & Penguin’s Ancestor
Old index Caffeine
![Page 43: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/43.jpg)
Caffeine: Machine Learning
![Page 44: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/44.jpg)
Authorship
![Page 45: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/45.jpg)
Information tied to verified online profiles will be ranked higher than content without such verification,
which will result in most users naturally clicking on the top
(verified) results.
ERIC SCHMIDTGOOGLE
![Page 46: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/46.jpg)
Web Graph
![Page 47: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/47.jpg)
Social Graph
![Page 48: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/48.jpg)
Social Signals
![Page 49: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/49.jpg)
Trusted Links
![Page 50: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/50.jpg)
19seomoz.org
AuthorRank Theory
=x
=
10.6
xƗţă ƁţƆ
ŏţĊ
seomoz.org
ƁţƆ
![Page 51: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/51.jpg)
Structured Data
![Page 52: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/52.jpg)
NBED Rich SnippetsHow the results LOOK
Rich Snippets
![Page 53: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/53.jpg)
4 Key Trends &The Future
![Page 54: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/54.jpg)
RESTORINGTRUST
IN LINKS
1
![Page 55: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/55.jpg)
![Page 56: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/56.jpg)
We have a potential launch later this year...
...we don’t want low quality experience merchants to be ranking in the search results.
MATT CUTTSGOOGLE
![Page 57: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/57.jpg)
Caffeine & Machine Learning
![Page 58: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/58.jpg)
The Internet is fast becoming a cesspool of misinformation…
brands are the answer.
ERIC SCHMIDTGOOGLE
![Page 59: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/59.jpg)
DIVISION OFWEB & NON-WEB
SEARCHES
2
![Page 60: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/60.jpg)
Division of Web & Non-Web Searches
![Page 61: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/61.jpg)
Division of Web & Non-Web Searches
![Page 62: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/62.jpg)
UNDERSTAND RATHER THAN
INDEX
3
![Page 63: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/63.jpg)
Understand: Entity Search
![Page 64: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/64.jpg)
Understand: Entity Search
![Page 65: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/65.jpg)
Understand: Natural Language
“HOW TALL IS JUSTIN BIEBER?”“Justin Bieber is five feet seven
inches tall.”
“HOW OLD IS HE?”“Justin Bieber is 19 years old.”
![Page 66: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/66.jpg)
CONTEXT
4
![Page 67: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/67.jpg)
We’re excited about contextbecoming the query.
AMIT SINGHALGOOGLE
![Page 68: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/68.jpg)
Context2
![Page 69: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/69.jpg)
Context2
![Page 70: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/70.jpg)
Context2
![Page 71: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/71.jpg)
How you are moving?
Context2
Where were you?
Where are you going?
What are you doing?
Who are you with?
![Page 72: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/72.jpg)
Preparing for the Future
![Page 73: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/73.jpg)
RESTORINGTRUST
IN LINKS
1
![Page 74: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/74.jpg)
Trust: Brand Signals
![Page 75: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/75.jpg)
Brand: Google+ Unavoidable
![Page 76: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/76.jpg)
Brand: Authorship for Companies
rel = “publisher”
![Page 77: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/77.jpg)
Brand: Generic TLDs
![Page 78: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/78.jpg)
We know that great content comes from great authors, and we’re
looking closely at ways this markup could help us highlight authors and
rank search results.
OTHAR HANSSON GOOGLE AUTHORSHIP PROJECT
![Page 79: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/79.jpg)
Trust: Authorship
![Page 80: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/80.jpg)
DIVISION OFWEB & NON-WEB
SEARCHES
2
![Page 81: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/81.jpg)
Non-Web: Business Development
Partner with Google?
![Page 82: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/82.jpg)
Partner: Become a Data Provider (APIs)
![Page 83: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/83.jpg)
OR
![Page 84: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/84.jpg)
Non-Web: Cut Out Google
Cut Google Out?
![Page 85: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/85.jpg)
Cut Google Out: Integrate Social
![Page 86: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/86.jpg)
Non-Web: Cut Google Out (of Search)
![Page 87: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/87.jpg)
Cut Google Out: On-site Search
![Page 88: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/88.jpg)
UNDERSTAND RATHER THAN
INDEX
3
![Page 89: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/89.jpg)
Understand: Structured Markup
![Page 90: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/90.jpg)
Death of keywords?
Understand: Concepts, not Keywords.
![Page 91: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/91.jpg)
Reporting
Understand: Reporting
![Page 92: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/92.jpg)
CONTEXT
4
![Page 93: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/93.jpg)
Context: Appropriate Landing Pages
![Page 94: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/94.jpg)
Mobile: Listen to Aleyda!
![Page 95: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/95.jpg)
TOM ANTHONY
Thanks!
TRUST1
NON-WEB2
UNDERSTAND3
CONTEXT4
fourkey
trends
![Page 96: The Evolution of Search](https://reader034.vdocument.in/reader034/viewer/2022051014/54bb8ee84a7959ac558b45f1/html5/thumbnails/96.jpg)
IMAGE CREDITS:
Apps backdrop: Adobe
Siri images: Breezi PlaceIt
57 signals diagram: Eli Pariser
Google Glass for Tube: Jack Morgan
Google Cooling Room: Google/Connie Zhou
Penguin, climbers, bridge, data center, melons
report, chalkboard, library: Shutterstock
PRESENTED AT: