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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
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