Kelvin Newman - Search 2015

Search 2015Kelvin Newman

2nd October 2013

@kelvinnewman

JD Hancock

Strategy DirectorSiteVisibility

A digital agency specialising in retail, travel and financial services

OrganiserBrightonSEO/Content

Marketing ShowTwo Free (and awesome) Conferences

Co-FounderClockwork Talent

Decent Digital Recruitment

Last few years in Search have been

dominated by Google updates

First we had panda

Berto Garcia

This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful.Matt Cutts, Google

planetc1

and then penguin

In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines.Matt Cutts, Google

jolieodell

and last week humming bird

which isn’t technically an

update,

but we need to think longer term than the

next update

what is the future of search?

enderike

not a new update

but a new paradigm

introducing Knowledge Graph

The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query.Amit Singhal, Google

Knowledge Graph is part of a huge change in how Google deliver search results

There’s more than 85 of these features that Dr. Pete from Moz

has documentedhttp://www.slideshare.net/crumplezone/

beyond-10-blue-links-the-future-of-ranking

But they’re just for informational queries...

a change in purpose:

help find pageshelp find answers

a change in purpose:

help find pageshelp find answers

You can no longer rely on Google to send you traffic

or even tell you about it

Alex E. Proimos

And that’s before we get started on Facebook

JD Hancock

for nearly a year iPhone

search traffic appeared as

direct

and we’re rapidly approaching the point where we have no

data on keyword traffic

Search isn’t about keywords anymore

It's about entities.

JD Hancock

Entities are normally,

people, places,

brands etc

JD Hancock

but can be any ‘thing’ which has a relationship to another ‘thing’

JD Hancock

every business is really just a

database and a front end

JD Hancock

and Google wants to become

that front-end

JD Hancock

how can you make money if nobody ever goes to your site?

JD Hancock

You may need to revisit your business model

kennymatic

I love the Business Model Canvas

http://en.wikipedia.org/wiki/Business_Model_Canvas

So what can I do?

Familiarize yourself with Freebase

http://www.freebase.com/

Play with VisualDataWeb

http://www.visualdataweb.org/relfinder

Mark Up using the Open Graph

Protocol

http://ogp.me/

Implement Schema.org

http://schema.org/

sit down and ask yourself could your business have an

api

tl;dr

SEO is changing it’s not about optimising your

website for search engines, it’s about

optimising your businessfor search engines

Kelvin Newmankelvin@brightonseo.com@kelvinnewman