Future of Google Search

Google Search will be all about relevancy and context (not keywords and

links)

The Past/

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On the surface Google hasn’t really changed that much

Google 1998

Yahoo 1996

How Google works technically hasn’t changed much either

In the old days you just needed more keywords on the page

Why this couldn’t last?

Was it really that clever?

G. W. Bush bombed

Then the user generated content and social exploded

Google Search (and G’s other properties) needs G+ to know you better and serve you better results (and ads?)

G+ personalised Not personalised

2011: Google unleashes Panda, then Penguin

White vs. Black Hat SEO

White: adhere to Google quality guidelines and add value.

Black: trying to trick search engines to artificially boost results.

The rise and fall of Expedia.com

Few more recent casualties

The Present/

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Market Share in 2012

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Users find information they need quicker in Google Search than other search engine results

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However, they are facing many challenges

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Revenue diversity issuesDeclining desktop searches and ever declining CPCs

(cost per click)High expectations from investorsFacebook Search in the next five yearsSEO - the arch enemy of Google’s search revenue

More on that here: http://www.tmw.co.uk/news-and-blog/posts/2014/05/14/the-key-challenges-facing-google-in-the-coming-years

The Future/

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Google’s vision

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“My vision when we started Google 15 years ago was that eventually you wouldn’t have a search query at all. You’d just have information come to you as you need it”

Sergei Brin, Google

“search is for users, not websites”Eric Schmidt, Google

Search engine of the future? Think again

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To achieve that they need data… a lot of data

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But what about the future of Google Search?

What information can a machine see

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What information can a machine see

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Maybe if we wrap it in some specific tags the machine can understand the meaning?

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Still machine only sees…

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What is it?

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You need a standard system (an ontology) with real world entities and relationships between them.

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Semantic Search

What data source they could possibly use?

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Google introducesWhat is it? – It’s not an update, it’s a complete algo rewrite … which no one noticed for 3

months!

Why?– process longer, conversational, natural language search queries– marry them up with personalisation and their synonyms / entities from the

semantic search– focus on the context and meaning behind the words

…but seriously why?

insert client logo herehttp://lifehacker.com/learn-over-60-google-now-commands-with-this-infographic-1471859787

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Google Now

Anticipatory search app, i.e. “show me what I want without asking”

Personal assistant, i.e. “when I do ask a question tell me, don’t show me”

Imagine hands free interaction with Google Search

Still long way from perfection

… by some distance actually

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Google’s vision of the future:

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Are they invincible?

What you need to knowCoding client sites with appropriate schema, e.g. recipes, organisation, business, article– Benefit: More attractive search listings and making google understand the meaning of

the content

Brand pages in Wikipedia, Freebase and YouTube– Benefit: Establishing the brand as semantic search entity and displaying brand info in

top right hand corner in Google search results

Google+ brand pages and Google+ authorship for individuals– Benefit: More attractive search listings and increasing brand presence in search results

We can audit the site and find the gaps… for £0