5 emerging trends in search
TRANSCRIPT
FIVE EMERGING TRENDS IN ONLINE SEARCH
Tom Anthony SearchLove London 2015
5 TRENDS
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
1IMPLICIT QUERY SIGNALS
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search query
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
Device
Location Browser
Social Connections
Time of Day
Search HistoryLanguage
• NBED - WEARABLES
IMPLICIT SIGNALS: WEARABLES
IMPLICIT SIGNALS: MODE OF TRANSPORT
• NBED - PHYSICAL WEB
IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
Mockup: Jack Morgan
IMPLICIT SIGNALS: READING SIGNS
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
explicit signal
implicit signal
My vision when we started Google 15 years ago was that eventually you wouldn't have to have
a search query at all.
SERGEY BRIN GOOGLE
FACT Explosion of implicit signals is leading to more
complex queries and more granular results.
QUESTION Which implicit signals could impact searchers
trying to find your clients?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
COMPOUND QUERIES
2
Query
AlgorithmResponse
Revised Query
Algorithm
Response
A SEARCH QUERY
Query
AlgorithmResponse
Revised Query
Algorithm
Response
OLD MODEL: INDEPENDENT QUERIES
NEW MODEL: DEPENDENT QUERIES
Query
AlgorithmResponse
Additional Input
Algorithm
Revised Response
COMPOUND QUERIES ARE LIKE FACETED SEARCH
FACT Queries are no longer single expressions of
intent followed by static responses.
QUESTION What compound queries might your
visitors be trying?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
KEYWORD FOCUS TO INTENT FOCUS
3
Example from: Rand Fishkin, Moz
KEYWORDS & INTENTS
Source: /u/UpboatOarKnotUpboat
SEARCH HISTORY OF A 5 YEAR OLD
KEYWORDS
INTENT
KEYWORDS
INTENT
IMPLICIT SIGNALS
COMPOUND QUERIES
FACT Intent is not just ‘better keywords’; it is determined from implicit signals and across multiple queries.
QUESTION Do you know which landing pages serve which
intents on your site?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
WEB SEARCH TO DATA DRIVEN SEARCH
4
SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
FROM WEB TO APP INDEXING & DEEP LINKS
WHERE ARE WE HEADED?
?
CROSS DEVICE TASKS & SEARCHES
source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)
CROSS DEVICE: APPLE HANDOFF
CROSS DEVICE: SHARED SCREENS
DIRECT ANSWERS & CARDS
CARDS: UNITS OF DATA
CARDS: ADAPT EASILY CROSS DEVICE
dicddic
CARDS: NEW MOBILE INTERFACE
CARDS: DATA SOURCES
Knowledge
GraphData
Partnerships
Everything Else
?
CARDS: DATA SOURCES
Knowledge
GraphData
Partnerships
Everything Else
YOU!
DIRECT ANSWERS: FEATURED SNIPPETS
FACETED SEARCH 2.0: CROSS DEVICE CARDS?
FACT Direct answers and cross device search are driving us
towards a ‘data driven’ model where cards are key.
QUESTIONS Is your data accessible to Google?
Why should Google choose you as a data source?
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
PERSONAL ASSISTANTS
5
GOOGLE’S MISSION
‘PERSONAL INDEX’: PHOTOS
‘PERSONAL INDEX’: CALENDAR
‘PERSONAL INDEX’: DEVICES
‘PERSONAL INDEX’: EMAILS
EMAIL STRUCTURED MARKUP
A single interface for all searches.
NOT JUST GOOGLE
MICROSOFT CORTANA
PROACTIVE SIRI
FACEBOOK ‘M’
HOUND
We are in a Post-PageRank world.
FACT We will increasingly search both personal and
public indexes via a single interface.
QUESTION How can we prepare to be the most useful source
from a personal assistant app’s perspective?
TAKEAWAYS
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
Intent is more than just ‘keywords done better’; consider the implicit signals and compound queries.
Data Driven Search is coming; start considering what steps to take to prepare.
The rise of ‘Personal Assistants’ is an opportunity; optimise on another axis (that isn’t PageRank based).
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THANKS@TomAnthonySEO