The future of search

Bas van den Beld

Who am I?

Who am I?

One sheet about me• Search & social

strategy expert, blogger, trainer, speaker

• Founder Stateofsearch.com

• Radioshow

• International blogger• Searchengineland

• Searchenginewatch

Shameless Plug

The world and the web are changing

The search engines are changing

2009:

540x 365x

To understand the changes…

You must understand how the search engines “think”

If others say its good, they believe it

Search engines are like humans

Links!!

Social Impact

The problem search engines have

What is a user thinking? How to avoid abuse?

User intent

Eric Schmidt: “We Know Where You Are, We Know What You Like”

How do search engines think?

Search Engines are trying to understand what the user really wants

How do search engines think?

Hand out the information as fast as you can

User intent becomes user experience

Google dominates Europe

95%

97% 95%

97%97%94%90%94%

97%97%

96% 97%

97%

95% 99%98% 95%

59%

98%

Except here…

More than Google?

2nd largest search engine?

Guess who owns YouTube…

Guess who integrates YouTube…

1,8 + 1

How do users respond to this?

Users look at a page for max 1,8 second

Users only take 1 look

Top results are important

Google is looking at the user

User intent

User experience

From 2 to 3 columns

Instant

Instant keyboard

And it’s not about the films

Let’s take a closer look

Video is becoming more important

Research shows: images attract attention

Google is not always right…

Or are they…?

Google responses to location

Local results

News related articles can change in the top of the results

The placement of the News results can change, based on relevance

Results from your friends in your ‘social circle’

“Real time” becoming more important

All elements are shown within the result pages

Users are tempted to use the suggestions

Suggestions are based on number of searches

Personalized Search

Rankings might change from one person to another!

The effect

Other results are getting more attention

They are spending more time on the Google pages

Changing the way you think is hard but important

Dare to step away from your site

Dare to look in different directions

Listen to your audience

Infl

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What other say ABOUT the brand

Channels

TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents

Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs

What the brand DOES and SAYS

Communicate with your potential visitor

Communicate where THEY are

Make sure it fits both you and your target audience

Go where your visitors go, but only if it fits

But HOW?

Optimise your images

Get into Google News

Make (video) sitemaps!

Twitter is not sacred but handy

But Twitter is being indexed by the engines…

Use images, both on and off your site

They will recognize you

Use YouTube

Blogs are well indexed and found

Get in touch with 'influentials'

If they talk about you they will find you

Use bloggers

New LCD TV launched, pre-informed bloggers

Optimised video’s

At the launch they dominated the result pages

Be creative

Think outside of the box

Finally Mobile

Year of the mobile

2007?

2008?

2009?

2010?

Mobile is not the future, its here already

Mobile Universal

Mobile Suggest

More integration

Video!

Search is more than Google

More than one site

Opportunities

User comes first

Questions?

www.stateofsearch.comwww.basvandenbeld.com

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