The Future of Search - SEO

Presented by:Mike Rosenbergwww.ethology.com

WHAT IS THE FUTURE OF SEARCH?

The future of search means utilizing more communities and less searching. Top of funnel searches will lead consumers to networks, communities, and social sites that then fulfill future search needs, potentially replacing search engines. – Scott Fish, Director of Search

Search is constantly evolving, its future shaped by technology and consumer behavior. Success in search relies on a brand's ability to be proactive and consistently provide value. – Oliver Tani, Director of SEO

Search is still, and will continue to be, the best broad mechanism to obtain answers to questions on the planet. Search engines will continue to evolve to hold this positioning, and the key will be ever improving result relevance and usefulness. Deeper forays into authority measurement, content types and filters, broader structured content acceptance, improved utility and results (mobile/local), publisher participation (ex. taxonomy standardization), public participation (social integration), and improved targeting abilities (behavioral, demographic, psychographic) and data capture will all be part of the mix. – Mike Corak, VP Strategy

Visitor behavior data will increasingly drive search engine ranking algorithms as a dominant measure of content-to-keyword relevance, especially for top 10 results. Traditional on- and off-site optimization will remain a necessary prerequisite to search engine visibility, but clickthrough and visitor retention will become a necessary optimization focus to be competitive in organic search.– Gavin Francis, Technical & Analytics Specialist

Sorting the World’s Information on the Web

Searching in 2001

Real-timeTwitter Results

Store Locator

Organic Results

Video Results

Including stock quotes, and

site links

Local Results

Searching in 2008

Universal Search Elements

QDF = Query Deserves Freshness

Seasonal Search Trends

Customers

Bloggers & Media

Other Influencers

Newsletters

Press Releases

Industry News (RSS)

Articles

Research Reports

Whitepapers

E-Books (ipad)

BlogsImagesVideosWidgetsInfographicsFAQ’sGlossaryPower Points

Understand the consumer’s content demand

Become an Authority:

• Understand your target audience & their content demand.

• Build audience specific to your industry & give them promotion tools.

• Answer their questions & give solutions to their problems.

Leveraging Search

Important "Graphs" To Watch

Social Media - Twitter / Facebook TrustRank & Real Time Search Niche Link Information

1998Links from Hobbyist & Niche Sites

2001Links from Big Brand & Media Sites

2003Links from Blogs & Forum Sites

2006Links from Social News Sites

2009Links from Twitter & Facebook Updates

2011Links & Data from Location Based Sites

Social Graphs

Instant Search

Image Results

Video Results

Social Results

Searching in 2011

News Results

Real-Time Results

Are we searching too slowly?Instant Search

Are we all searching too slowly?Social Search

Are we all searching too slowly?Local Search

Major Local Search Factors • Claiming Your Local Listing

• Off-Page / Off-Listing Factors

• Consumer Driven Reviews• On-Page Factors

New & Important Factors In 2011• Photos Associated with Place Page

• MyMaps References (Google)

• Age of Place Page

Mobile Search

Mobile Search

Are we all searching too slowly?Recent News

Five Items in the Last Week (or so)• Google Hot Pot Merging with Places

• Google Tags Program Ending

• Yahoo Buzz Dead Today• Google – ITA Software Acquisition Approved

• Google +1

WHAT IS THE FUTURE OF SEARCH?

Thank you!

Presented by:Mike Rosenberg ethologywww.ethology.com