HOW SEMANTIC SEARCH DRIVES TRUST AND CREATES

AUTHORITYDavid Amerland

http://davidamerland.comPresented at Technical Business

Groups (TBC) conference

Search used to be like this:

Which means the web used to be like this:

When everything is compartmentalized it

becomes difficult to understand what things really

mean or how true they are.

Websites come and go

Say “goodbye” to evil:

And“Hello” to friendly:

Welcome

And anyone can be anyone…

Semantic Search finds and joins the dots of our digital life

Fleshing out the “who” from the “what”:

TRUST

AND JUST “LIKE THAT” SCORES DETERMINED BY ALGORITHMS AND HUMAN QUALITIES BEGIN TO OVERLAP

BUILDING TRUSTThe trust growth curve

Assessment

Connection

ContactPerception

What does it take?

Communication

Connectivity

Time spent building online relationships

Amou

nt o

f Dat

a th

at y

ou p

rodu

ce

Trust

Authority

Semantic Search Demands

Reputation

Becoming an “Authority” requires:

• Identity• Conversations• Sharing• Presence• Relationships• Reputation• Communities/groups

It all comes together in the Knowledge Graph

When search only looked at code it was easy to keep online and offline activities separate.

Online Pressing Requirement: Clean code and smooth browsing experience

Offline Pressing Requirement: increase profits at any cost.

Now our professional connections define who we are:

Source: LinkedIn

The Online and Offline worlds are converging through our devices

By bridging the online and offline worlds semantic search makes everything we do matter.

Resources

• <Google Semantic Search><http://goo.gl/wcL9fS>

• <Google+ Hangouts for Business>http://goo.gl/AVWmEh

• http://davidamerland.com