Upload
overdrive-interactive
View
159
Download
0
Embed Size (px)
Citation preview
Google’s evolution up to 2013 (before Apps/AMP)
Source: http://insidesearch.blogspot.nl/2013/09/fifteen-years-onand-were-just-getting.html
From binary to Hummingbird
End of 2012 Google got aggressive on webspam
Source: https://www.highposition.com/blog/visible-search-without-page-one-position-one/
In 2014 webspam became even more of a focus
Source: https://blogs.agriya.com/2015/03/18/history-google-algorithm-updates-2014/
Result Rating Task and Hand Scrubbing
Two Scales for Ratings and Review Needs Met
Does this page address the user’s need? Our current relevance metric
Page Quality How good is the page?
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but also
about context
Artificial Intelligence
Google Query UnderstandingDoes the query name any known entities?
[san jose convention center]
[matt cutts]
Are there useful synonyms?[gm trucks]: “gm” → “general motors”
[gm corn]: “gm” → “genetically modified”
Context matters
Structured Data TypesArticles
Books
Breadcrumbs
Corporate Contacts
Courses
Events
Live Blogs
Local Businesses
Sitelinks Searchbox
Social Profile Links
Software Apps
TV & Movies
Videos
Logos
Music
Products
Recipes
Reviews
Science Datasets
Search Gallery
3 different structured data markup specifications Format Description and Placement Supported Data Types
JSON-LD(Recommended)
JavaScript notation separate from the body of the HTML itself. Markup is placed inside a script tag in the head of the HTML page. The markup does not have to be interleaved with the user-visible text, which makes nested data items easier to express, such as the Country of a PostalAddress of a MusicVenue of an Event. Also, Google can read JSON-LD data when it is dynamically injected into the page’s contents, such as by JavaScript code or embedded widgets in your content management system.
All public data types except for Breadcrumbs.
Microdata
An open-community HTML specification used to nest structured data within HTML content. Like RDFa, it uses HTML tag attributes to name the properties you want to expose as structured data.
All data types
RDFaAn HTML5 extension that supports linked data by introducing HTML tag attributes that correspond to the user-visible content you want to describe for search engines.
All data types
Shift in SearchWhat changes made an impact or could impact you?
Shift in SearchWhat changes made an impact or could impact you?
Thinking back to the good olde daysLimited number of AdWords resultsNo CarouselsNo Answer BoxesNo Universal SearchNo Knowledge GraphLimited Related Search linksNo Ratings/Review schemaRequired you click through to website for informationMobile wasn’t really a thing yetApps were a second thoughtExact match domains ranked wellLow quality content dominated the SERPs
Search Features
spelling suggestions
autocomplete
related searches
related questions
calculator
knowledge graph
answers
featured snippets
maps
images
videos
in-depth articles
movie showtimes
sports scores
weather
flight status
package tracking
…
Quick Answers
Source: BrightEdge Data Cube
0%
2%
4%
6%
8%
10%
12%
14%
16%
0
10,000
20,000
30,000
40,000
50,000
60,000
Queries Matching "How to", "When to", and "Where to" vs Quick Answers %
Total Queries Returned Quick Answers % Linear (Total Queries Returned)
How does Google make it mobile-centric?
More mobile queries than desktop in samples
Pay attention to user’s location
Tools display mobile user experience
Raters visit websites on smartphones
Google Mobile First
Search and VoiceMobile voice search technology is in its infancy but is already used by 55% of teens and 41% of adults at least once a day.
Speech recognition word error is as low as 8%, down from 20% in 2014.
Google voice search is compatible with the use of over 40 natural languages
Properly setting up Schema markup on a site makes the site eligible for inclusion in voice search results from both Desktop and Mobile indices
Make copy sound more conversational
Create more FAQ-focused pages
Shift in SearchWhat is happening in the app space?
Shift in SearchWhat is happening in the app space?
Mobile growth is still happening but slowing
Source http://www.statista.com/statistics/218980/number-of-mobile-users-in-the-americas-since-2010/
Number of free mobile app downloads
Source: http://www.statista.com/statistics/241587/number-of-free-mobile-app-downloads-worldwide/
Number of paid app downloads
Source: http://www.statista.com/statistics/241589/number-of-paid-mobile-app-downloads-worldwide/
Google is working on improved App discovery
Apps universal searchApps results in new mobile UIApps in Google suggestMusic actions in KG
Google offering app installs within browser
Source: https://plus.google.com/u/0/+ArtemRussakovskii/posts/dmdE7dzCw3J
Other Paid Products to Promote AppsiAds - Closed June 30th 2016
Facebook Ads
Twitter Ads
SharkMobi.com
appnext.com
Criteo (remarketing)
Incentivised Downloads
Facebook & Google dominate top Apps
Source: http://www.nielsen.com/us/en/insights/news/2015/tops-of-2015-digital.html
Google App-Indexing will continue to expand
Add the App Indexing API
While most top websites have apps, only 30% of those Android apps and 19% of those iOS apps have deployed App Indexing.
http://searchengineland.com/searchmetrics-study-shows-most-apps-not-utilizing-google-app-indexing-api-244432 3-10-16
iOS Search API will start to gain tractioniOS Spotlight search adoption is low but steadily growing as users discover it and it’s algorithm improves.
iOS Spotlight search can surface content within your apps
iOS Search API will cannibalize your organic traffic from iOS device as Google is removed from the search process
iOS Search API can start to drive downloads of your mobile app
WeChat shows the power of an app platform • Instant Messaging
• Public Accounts for providing services
• Subscription Accounts for content
• WeChat Payment (p2p, bill payment)
• WeChat Wall (transfer, pay, wallet)
• City Services (book appointments, pay bills, traffic fines, book transport)
Messaging Apps are kinda popular...
Source: http://www.wsj.com/articles/the-future-of-texting-e-commerce-1451951064
Mobile messaging app user penetration in North America
Source: http://www.statista.com/statistics/483494/mobile-messaging-user-reach-north-america/
Mobile messaging app users in worldwide
Source: http://www.statista.com/statistics/483255/number-of-mobile-messaging-users-worldwide/
Local Business CardsLocal Business Cards, powered by Google Posts. This new, experimental SERP feature is explicit about allowing businesses to post content directly into Google’s search results as scrollable cards. Google is presenting this as “an experimental new podium on Google,” but if this one sticks around, it is really going to kill local SEO for some businesses — and kill at local SEO for others.http://searchengineland.com/google-local-business-cards-going-kill-local-seo-244410
Shift in SearchWhat is happening in the social space?
Shift in SearchWhat is happening in the social space?
Social Networks spill over into the Search spaceSocial platforms offer
Google Organic ResultsIntegration into Universal SearchAlternative Traffic sourcesPaid Targeted OptionsPaid AmplificationsDiversification of traffic
Social Platforms are working on
Better cross-platform experienceBetter internal searchLess reasons to leave their platformsMore ways to engage with usersGrowing their advertising features
Google will expand Twitter integration
Source: https://googleblog.blogspot.nl/2015/05/tweets-take-flight-in-google-app.html
Shift in SearchShift in SearchWhat is happening in the content space?What is happening in the content space?
Great content is required for success!You should focus on GREAT content!
- easily consumed
- it will attract new users
- it can lower bounce rate
- will increases pages/session
- will increase time spent on site
- will create conversions/transactions
- can generate shares on social
- will attract natural links
Photo Credit: https://www.flickr.com/photos/amanky/351269265/
Great content is required for success!Think mobile first! Is the content mobile friendly?
Is the page size mobile friendly? 15mb images don’t work? Flash is bad!
Think how the content can be shared, how can you amplify it?
How will your content will look when being shared on social media?
Content takes longer to show impacts than it did previously, it’s not an instant fix!
Content needs more than just text, think interactive elements, images, video…
Great content requires investment!
Photo Credit: https://www.flickr.com/photos/itsmeritesh/10470324244/
Rise of ad blockers will affect your monetization
Source: http://www.technologyreview.com/graphiti/544716/the-fast-rise-of-ad-blockers/
Rise of ad blockers will affect your monetization
http://marketinginternetnews.blogspot.com/2015/10/how-to-monetize-its-website-adblockers.html
Future of SearchWhat is already here and what is coming soon
Future of SearchWhat is already here and what is coming soon
Big Data is required to scale up marketingUnderstand historic & seasonal trendsAllow for predictive analyticsOptimise for conversionsOptimise for revenueUnderstand your internal link graphEvaluate performance of socialBe able to spot patternsBe able to spot opportunitiesBe able to understand what content works
Voice Search takes center space in your home• Plays all your music using just your voice
• Immersive, 360º omni-directional audio
• Allows hands-free convenience with voice-control
• Answers questions, reads audiobooks and the news,
reports traffic and weather, gives info on local businesses,
provides sports scores and schedules
• Controls lights and switches with compatible WeMo,
Philips Hue, Samsung SmartThings, Wink, Insteon, and
other smart home devices
• Always getting smarter and adding new features and skills
more than 95 added since product launch
Are you ready for Android TV?
Android 4.2 Jelly Bean arrives on 3D
Microsoft Hololens could change web interactions
Source: https://www.microsoft.com/microsoft-hololens/en-us/experience
Bing will rise powered by Windows 10
Windows 10 on 200 million devices and aiming to Reach 1 Billion Devices by 2018
Source: https://blogs.windows.com/windowsexperience/2016/01/04/windows-10-now-active-on-over-200-million-devices/
IoT - Google’s Brillo (OS) & Weave
Source: https://developers.google.com/brillo/Source: https://developers.google.com/weave/
Brillo brings the simplicity and speed of software development to hardware for IoT with an embedded OS, core services, developer kit, and developer console.
Weave is a communications platform for IoT devices that enables device setup, phone-to-device-to-cloud communication, and user interaction from mobile devices and the web.
Wearables will end up getting it right eventuallyMostly Voice ActivatedLimited interaction optionsMost still require daily chargingPowered by Voice SearchMost still depend on Mobile/Tablet deviceHave no browsersSupport limited number of appsLimited consumption of contentCrowded marketEstimated market size - 5 mil iOS & 2 mil Android
Benefits of Wearables?
Always with youAlways onAlways trackingAlways contactableAlways connected...
BYOD
Photo: https://www.mobileiron.com/en/smartwork-blog/byod-grows-california-ruling-reimbursement
DESIGN and TARGETING MAYHEM
Online tracking gets more accurate & harder to evade
https://arstechnica.com/security/2017/02/now-sites-can-fingerprint-you-online-even-when-you-use-multiple-browsers/
Finger Printing
And you thought your searches were all innocent
This simple advice will help to protect you against hackers and government surveillance
Health, Finance, Politics, Business
How to enable private searchUse a private browser window
Kill all cookies
Stop your browser sending location data
Search anonymously
Stop Google tracking you
Stop social sites figuring you out
Opt out of tracking
Block all trackers
Disable Java and unused plugins
Use a proxy network
Download a private, anonymous browser
Go dark with TOR
Use digital currency
Private search engineshttps://duckduckgo.com/
http://www.wolframalpha.com/
https://www.startpage.com/
https://privatelee.com/
http://yippy.com/
https://hulbee.com/
https://www.torproject.org/projects/torbrowser.html.en
What’s Next in Search
We need to think about search with an eye towards the past…..
And embrace the future!
What’s Next in Search
We need to think about search with an eye towards the past…..
And embrace the future!