future of google search and how to prepare for it
DESCRIPTION
Google will not be a Search company in the future. Google are a data platform company that wants to know everything about use to help you (sell to you). Read more about the 'Future of Google Search' on my blog where I talk about this deck in detail: http://www.arthurjach.co.uk/2014/10/future-of-google-search-from-search-to-data-platform/.TRANSCRIPT
Future of Google Search
Google Search will be all about relevancy and context (not keywords and
links)
The Past/
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On the surface Google hasn’t really changed that much
Google 1998
Yahoo 1996
How Google works technically hasn’t changed much either
In the old days you just needed more keywords on the page
Why this couldn’t last?
Was it really that clever?
G. W. Bush bombed
Then the user generated content and social exploded
Google Search (and G’s other properties) needs G+ to know you better and serve you better results (and ads?)
G+ personalised Not personalised
2011: Google unleashes Panda, then Penguin
White vs. Black Hat SEO
White: adhere to Google quality guidelines and add value.
Black: trying to trick search engines to artificially boost results.
The rise and fall of Expedia.com
Few more recent casualties
The Present/
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Market Share in 2012
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Users find information they need quicker in Google Search than other search engine results
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However, they are facing many challenges
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Revenue diversity issuesDeclining desktop searches and ever declining CPCs
(cost per click)High expectations from investorsFacebook Search in the next five yearsSEO - the arch enemy of Google’s search revenue
More on that here: http://www.tmw.co.uk/news-and-blog/posts/2014/05/14/the-key-challenges-facing-google-in-the-coming-years
The Future/
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Google’s vision
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“My vision when we started Google 15 years ago was that eventually you wouldn’t have a search query at all. You’d just have information come to you as you need it”
Sergei Brin, Google
“search is for users, not websites”Eric Schmidt, Google
Search engine of the future? Think again
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To achieve that they need data… a lot of data
insert client logo here…hmm how could they possibly get it?
But what about the future of Google Search?
What information can a machine see
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What information can a machine see
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Maybe if we wrap it in some specific tags the machine can understand the meaning?
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Still machine only sees…
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What is it?
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You need a standard system (an ontology) with real world entities and relationships between them.
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Semantic Search
What data source they could possibly use?
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Google introducesWhat is it? – It’s not an update, it’s a complete algo rewrite … which no one noticed for 3
months!
Why?– process longer, conversational, natural language search queries– marry them up with personalisation and their synonyms / entities from the
semantic search– focus on the context and meaning behind the words
…but seriously why?
insert client logo herehttp://lifehacker.com/learn-over-60-google-now-commands-with-this-infographic-1471859787
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Google Now
Anticipatory search app, i.e. “show me what I want without asking”
Personal assistant, i.e. “when I do ask a question tell me, don’t show me”
Imagine hands free interaction with Google Search
Still long way from perfection
… by some distance actually
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Google’s vision of the future:
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Are they invincible?
What you need to knowCoding client sites with appropriate schema, e.g. recipes, organisation, business, article– Benefit: More attractive search listings and making google understand the meaning of
the content
Brand pages in Wikipedia, Freebase and YouTube– Benefit: Establishing the brand as semantic search entity and displaying brand info in
top right hand corner in Google search results
Google+ brand pages and Google+ authorship for individuals– Benefit: More attractive search listings and increasing brand presence in search results
We can audit the site and find the gaps… for £0