future of search and links - the igaming summit malta #sigma2014
DESCRIPTION
Google’s Crackdown on Lousy Links: Thinking beyond Linking and the Future of SearchTRANSCRIPT
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GOOGLE’S CRACKDOWN ON LOUSY LINKS
Thinking beyond Linking and the Future of Search
Malta - Jan-Willem Bobbink - @jbobbinkhttp://bit.ly/sigmaseo14
NOTPROVIDED.EU
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YOU
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WORLD WIDE PENETRATION GLOBAL USERS 05/14 (IN MMS)
0 1000 2000 3000 4000 5000 6000
TV - 78%
Mobile phone - 73%
Smartphone - 22%
Laptop PC - 11%
Desktop PC - 10%
Tablet - 6%
Source: Morgan Stanley Research
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MOBILE & TABLET PAGEVIEWSSEP 2013 VERSUS SEP 2014
19%
10%
15%
31%
38%
22% 22%
34%
22%
32%
45%42%
33%36%
0%
10%
20%
30%
40%
50%
North
America
South
America
Europe Asia Africa Oceania Global
sep-13 sep-14
Source: Statcounter
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CONVERSATIONAL SEARCHEVEN MORE AWESOME!
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AMBASSADOR OF MA JESTIC.COM
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FREELANCE SEO CONSULTANT
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SE’S PUSHING MOBILE
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BAIDU MOBILE APP CREATOR
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BAIDU ICE BUCKET UPDATE
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GOOGLE PUSHING AGGRESSIVELY
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#1TO DO
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MAKE YOUR WEBSITE RESPONSIVE!
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ONE PROBLEM FOR SEARCH ENGINES
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DISTRIBUTION OF WEB SEARCH QUERIES[Lin et al. 2011]
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GOOGLE’S HUMMINGBIRD
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"Hummingbird is focused more on ranking information based on a more intelligent understanding of search requests, unlike its predecessor, Caffeine, which was targeted at better indexing of websites."
GOOGLE:“TRY TO UNDERSTAND” RELATIONS
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WHAT IS THE DIFFERENCE?
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REWRITING THE QUERIES
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MORE ADVERTISING?!
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SEARCH ENGINE’S WAR AGAINST LINKS
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GOOGLE PENGUIN 2.2 REFRESH
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WANT TO TAKE A RISK?• Blog comments
• Web 2.0 links
• Thin content blogs (networks)
• Tiered linking
• Anchor texts
MAKE SURE YOU’RE ON THE SAFE SIDE
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TAKE CARE OF BRAND SIGNALS
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BLOCKING LINK CRAWLERS?User-agent: AhrefsBot
Disallow: /
User-agent: AlexibotDisallow: /
User-agent: MJ12botDisallow: /
User-agent: SurveyBotDisallow: /
User-agent: Xenu’sDisallow: /
User-agent: Xenu’s Link Sleuth 1.1cDisallow: /
User-agent: rogerbotDisallow:/
ACT NORMAL WITH YOUR PBNS
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SEE THE DIFFERENCE? GOOGLE WILL
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YANDEX: RANKING WITHOUT LINKS
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YANDEX MATRIXNET
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WHAT ELSE?
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Google acquires Boston Dynamics
GOOGLE ACQUIRED BOSTON DYNAMICS?
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DeepMind
ACQUIRED DEEPMIND?
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391
368
288
248
228
182
177
148
135
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
Top 10 Research fields per # Publications
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PERSONALISED SEARCH 2.0
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PERSONALISED NEWS
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HUMAN BEHAVIOUR
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PREDICTIVE SEARCH
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Behaviour > Content
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WHO WILL WIN THE RACE?
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THE SEMANTIC WEB
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GOOGLE’S KNOWLEDGE VAULT
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AUTOMATED ENTITY RETRIEVAL
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AUTOMATED ENTITY LINKING
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3D CONTENT CONCEPT
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Apps Websites Front End
CONTENT
APIs KnowledgeGraphs
SE Crawlers
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WHERE TO START?
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OPTIMIZE FOR CONCEPTS
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FIND RELEVANT TOPICS
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USE G’S FREEBASE API
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• Accessible via API
• Data is free to use
• Sharing data = linkbuilding
• Enrich your content & apps
ADDITIONAL CONTENT
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INSERT FACTS DIRECTLY
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FILL FREEBASE
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HOW DO YOU KNOW?
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MONITOR SEO PATENTS
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SEO PATENTS, NOT ONLY FOR THE NERDS!
- Learn from the past
- Predict future changes
- Get an idea about the inner working of search engines
- Get an idea what certain features take to exist
WHAT CAN YOU LEARN FROM PATENTS?
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GOOGLE,IS A BIT SCARY
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"Google CEO Larry Page implied that dramatically extending human life is one of Calico’s main goals”
TIME MAGAZINE
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FUTURE ISN’T FAR AWAY
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UNDERSTANDTHE NEXT STEP
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http://bit.ly/sigmaseo14 & @jbobbink
QUESTIONS?Get your chance right now! Or find me at the bar tonight
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BEGINNER RESOURCES• G+ community: Semantic Search marketing
• 30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros
• A guide (PDF) to Linked Open Data: http://bit.ly/gtlod
• Practical Semantic Web and Linked Data (PDF) http://bit.ly/gtlod2
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ADVANCED RESOURCES• Follow the annual scientific events:
ISWC, KDD, WSDM, SIGIR, WWW, KEWS andmany more -> download papers + workshops.
• Follow papers: http://scholar.google.com/ & patents (filter by authors & topics) http://www.google.com/advanced_patent_search
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Thanks for the images!• Malta: http://www.lalschools.com/en/schools/lal-sliema
• Responsive: http://todaymade.com/blog/wp-content/uploads/2013/07/HiRes.jpg
• Need Work: http://www.neolaia.gr/2014/09/09/pagkosmia-trapeza-theseis-ergasias/
• Penguin: http://wallpho.com/353677-funny-penguin-bird-id-181619.htm
• War: http://forum.cn-nadc.net/topic/7079-war-art/Sceenshot http://www.ewdn.com/2013/06/17/yandex-offers-e150000-grant-to-germany-based-wikidata-to-fine-tune-its-algorithm-with-huge-body-of-data/
• Car: http://www.androidheadlines.com/2014/07/google-street-view-cars-now-detect-methane-leaks-us-cities.html
• Google Health: http://techcrunch.com/2013/09/19/wtf-is-calico-and-why-does-google-think-its-mysterious-new-company-can-defy-aging/
• Baidu strive AI http://www.forbes.com/sites/roberthof/2014/08/29/baidus-surprising-search-for-the-holy-grail-of-artificial-intelligence/
• Layers: http://veerle.duoh.com/inspiration/detail/layers
• Mobile phones: http://www.ringtoindia.com/rindiablog/about-ringtoindia/history-of-phone/
• Formula 1: https://en.wikipedia.org/wiki/Formula_One
• Icebucket: http://www.als.nl/
• Human brains: http://www.xcv8r.com/2013/07/psychology-for-marketers-9-revealing-principles-of-human-behaviour/
• http://semanticweb.com/tag/yandex
• Social future: http://smbp.uwaterloo.ca/2014/07/lucas-cochran-social-media-and-future-tech/
• KG's: http://www.sindicetech.com/overview.html