how semantic search drives trust and creates authority
DESCRIPTION
Semantic search bridges the online and offline worlds by mapping the connectivity of our relationships and their impact and ascribing a value score to the connection. The result is that human qualities such as trust, authority and reputation now begin to matter as they help increase visibility in search.TRANSCRIPT
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