state of search 2013
DESCRIPTION
Walk through the future of search, how social and mobile are shaping how search engines respond to new usage patterns by consumers.TRANSCRIPT
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The Web of ThingsState of Search ‘13Duane ForresterSenior Product Manager, SearchMicrosoft
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Who’s the speaker today?
@duaneforrester
Bing Webmaster ToolsSpeaks at shows, runs forums and blog, provides guidance on new WM toolswww.bing.com/toolbox/webmasters
Does he have a clue?15 years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester
And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester
what does duane do at bing
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• Major components of success• How social impacts search• Mobile and search influence• Entities and Actions• The Babelfish; a version of future• Tips, tricks and tons of tools!
• There will be…• Graphs• Data• Pictures• OMG moments• Sharing
Table of ContentsSo
much
love and
goodness
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How to See the Future
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• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant
Where does each piece fit in?
Content Social User Experience Link Building SEO
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How social impacts search
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keywords
UNDERSTANDING THE WEB
UNDERSTANDING THE USER
apps
geo spatial
social
topical
actions
interests
context
SEARCHthe consumer
gateway to the cloud
Reorganize the Web for Task Completion
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Not just browser, but devices, services and social networks
Not just mouse and keyboard, but also voice, touch, gesture & vision
Creation of new information via social graph and geospatial index
Information Architecture
Interaction Model
Entry Points
Reinventing Search Across 3 Dimensions
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Mobile will continue to influence social
• The ultimate “PC”
• Not just phones
• 9B today
• 25B by 2021
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Search continues to evolve• New devices =
new solutions• Real time signals
help us understand• Anything could be a search – voice, a picture, a gesture, sound – anything.
Local Scout (native app)
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The Secret to Success• Build social followers &
fans organically• Wall posts/tweets with
links are perceived as more credible and useful
• Get the basics of SEO covered, then focus on content
• Its worth repeating: unique, compelling content still works
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Encourage more Sharing• So you want more shares for your content, do
you? Try these ideas.• Create lists: people love to consume
content in list-form. Its quick, easy and simple.
• Use hooks: ego, humor, anger, contrarian – be careful with them, but when used well, they are highly effective.
• Participate in communities: when you are valued member of a community, the community supports you.
• Share others’ information: people love when what they share gets shared itself. Share from trusted sources.
• Ask questions: your followers will love the interaction and it’ll grow your following as others engage.
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The Digital Universe is Expanding…
2 Billion Facebook updates per day
300 MillionFacebook photos per day
150 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
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…and so are our ToolsUsers
Rising ExpectationsDevices
Constraints, Opportunities
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GEOSPATIAL AND CONTEXT
Different Web, Different SearchBuilding an “intelligent fabric”
people places things
ENTITIES AND ACTIONS NUI
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Entities and ActionsBing has 6 billion facts, 28 billion entitiesPeople1.2 Billion Profiles, Connections, Interests
Places 1.1 million US restaurants alone
MoviesOver 800,000 entities
Schema.org and Other Languages
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Geospatial Knowledge and Context
Contextual Awareness & “Predictivity”
153 raw Petabytes of storage on 59,820 hard drivesProcess 28,800 DVDs worth of information every day8.5M km2 of overhead imagery at 8cm250,000 user-submitted 3D recreations
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Natural User Interfaces
Search box outmodedEnhances intent derivation along with Entities and ContextImbue machines with human-like traits for better HCI (human-computer interaction)
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Additional HCI Developments
Sensors on everything
Advances in semantic understanding
Deep Neural Networks
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The next frontier
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Signals from everywhere
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The great interconnect
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The Babelfish
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Core Strategies
Op. Strategies Tactics
Plan … or #FAIL
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6 seconds to start a relationship• Vine – you know it, but are you using
it?• Lowes, Kate Spade, Urban Outfitters,
GE, A&W, Mailchimp and more• Using Vine to share knowledge, entice
engagement, entertain and offer behind the scene glimpses
• 6 second becomes many minutes of engagement
• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine
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Oh, and here’s a streamlining trick for ya!• Moving forward, how to provide
value and grow an asset?• People want relevant information• People have little time to sort & sift• They want a trusted, reliable source• Picked a niche; start the plan
Trusted RSS feeds
new
slet
ter
Copy & Paste
AUTOMATED
AUTO
MAT
ED
MANUAL
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Tools to get the work done• Useful tools
• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/
• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)
• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)
• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)
• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/
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More Cool Tools• Some competitors of
IFTTT: • http://
elastic.io/about.html
• https://zapier.com/#• Zapier is more user
friendly than IFTTT, though IFTTT has better channel choices.
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18 Social Media Management Tools• Alexa.com• Board Reader• Sysomos • Facebook Insights• Follower Wonk• Google Insights• How Sociable • Ice Rocket trends • Buffer
• Klout• Peerindex• Kred• Mention Map • Social Mention• Statigram• Twitter Counter • Tweetreach• Visual.ly
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© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
@duaneforrester