emerging trends in online search
TRANSCRIPT
EMERGING TRENDS IN ONLINE SEARCH
Tom Anthony Head of R&D
@TomAnthonySEO
Will Critchlow Founder & CEO @WillCritchlow
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
1 2
5
WEB SEARCH TO DATA SEARCH
4
KEYWORDS VS INTENTS
3
1IMPLICIT QUERY SIGNALS
1
search query
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
IMPLICIT SIGNALS: MODE OF TRANSPORT
• NBED - PHYSICAL WEB
IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
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
COMPOUND QUERIES
2
Query
AlgorithmResponse
Revised Query
Algorithm
Response
OLD MODEL: INDEPENDENT QUERIES
NEW MODEL: DEPENDENT QUERIES
Query
AlgorithmResponse
Additional Input
Algorithm
Revised Response
KEYWORDS TO INTENTS
3
Source: /u/UpboatOarKnotUpboat
SEARCH HISTORY OF A 5 YEAR OLD
KEYWORDS
INTENT
IMPLICIT SIGNALS
COMPOUND QUERIES
WEB SEARCH TO DATA DRIVEN SEARCH
4
SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES
SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
FROM WEB TO APP INDEXING & DEEP LINKS
DOESN’T STOP AT APPS
?
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
source: http://blog.intercom.io/the-end-of-apps-as-we-know-them/
CARDS: NEW MOBILE INTERFACE
CARDS: DATA SOURCES
Knowledge
GraphData
Partnerships
Everything Else
US
FACETED SEARCH: CROSS DEVICE CARDS?
PERSONAL ASSISTANTS
5
GOOGLE’S MISSION
‘PERSONAL INDEX’: PHOTOS
‘PERSONAL INDEX’: CALENDAR
‘PERSONAL INDEX’: EMAILS
A single interface for all searches.
PERSONAL DEVICE
FOCUSED ON SCREEN SIZE
It can take photos
It can take photos
It knows where it is
It can take photos
It knows where it is
It knows who your friends are
It can take photos
It knows where it is
It knows who your friends areIt knows
if you are walking, running,
etc.
It interacts with the
world (beacons, pay, NFC)
It’s personal, signed-in, and taken
everywhere
It interacts with the
world (beacons, pay, NFC)
It’s personal, signed-in, and taken
everywhere
It has natural
multi-
touch
It interacts with the
world (beacons, pay, NFC)
It’s personal, signed-in, and taken
everywhere
It has natural
multi-
touch
It has notificationsIt
interacts with the
world (beacons, pay, NFC)
It's actually the PC that has the limited, basic, cut-down version of the internet… it only has the web.
‘mobile first’ via Ben Evans
NOT JUST GOOGLE
MICROSOFT CORTANA
PROACTIVE SIRI
HOUND
FACEBOOK ‘M’
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
DATA DRIVEN SEARCH
INTENTSKEYWORDS
PERSONAL INDEX & DEVICE
THANKS@TomAnthonySEO
@WillCritchlow