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The Death of Page 1 Position 1: The Fragmentation of Search
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Published on Nov 29, 2015
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PRESENTATION OUTLINE
1.
The Death of Page 1 Position 1
(The Fragmentation of Search)
2.
By 2018 display and video ads will overtake search ads
Photo by
marioanima
3.
Google will be making less money from "conventional" ads in the near future.
Photo by
marioanima
4.
With Google, there's no smoke without fire...
5.
I'd argue that this means"Search" as we know it will cease to exist
Photo by
Stéfan
6.
Really?
7.
- Conversational search takes hold
- Mobile/contextual search
- The ever-shifting role of technology
8.
So is Google in trouble?
Not exactly...
Photo by
CmdrFire
9.
It's not all bad,
just "different"
Photo by
grongar
10.
Search used to be fairly simple
Photo by
misterbisson
11.
- Keyword based
- It was a fight for positions 1-10
- More links == better results
Photo by
misterbisson
12.
But that was kinda shitty...
Photo by
dirtyboxface
13.
Untitled Slide
Photo by
Vince_Lamb
14.
It was easy to game the system
Photo by
laffy4k
15.
It's all us SEOs fault!
(kinda)
Photo by
SEOPlanter
16.
Search didn't have to go this way...
Photo by
Ed Yourdon
17.
Ask Jeeves
Photo by
Raymond Bryson
18.
Wolfram Alpha
19.
and the rest...
20.
But the technology just couldn't handle it
21.
Meanwhile...
Photo by
SimplySchmoopie
22.
Google taught us to search unnaturally
Photo by
Robert S. Donovan
23.
Why write keyword?
Photo by
oh.tinkerer
24.
Searching "semantically" is difficult
Photo by
instragram.com/amirkuckovic
25.
Apple?
Photo by
medically_irrelevant
26.
Or apple?
Photo by
@Doug88888
27.
It was Apple who started the change
Photo by
bfishadow
28.
Untitled Slide
Photo by
AcidZero
29.
We were ready to start a conversation
Photo by
Hay Kranen
30.
- "Siri, where is the nearest florist?"
- "Siri, how do I change my headlight on my...?"
- "Siri, what's the air-speed velocity of an unladen swallow?
31.
CONTEXT is now KING!
Photo by
Todd Barnard
32.
Google too learned context
Photo by
scorpioprithu
33.
Who you are
Photo by
rosmary
34.
Where you are
Photo by
Camilla Soares
35.
What you've searched
Photo by
Robert S. Donovan
36.
what underwear you prefer (maybe)
Photo by
Still Burning
37.
You can see the results of this "semantic search" at work around you today
Photo by
blprnt_van
38.
Knowledge Graph
Photo by
g.janssen
39.
Untitled Slide
40.
Answers
Photo by
photosteve101
41.
Untitled Slide
42.
Local
Photo by
Peter Richmond
43.
Untitled Slide
44.
"Okay Google..."
Photo by
Peter Richmond
45.
Untitled Slide
46.
Wait...
We've already seen this?
Photo by
Peter Richmond
47.
Untitled Slide
Photo by
Dan Nguyen @ New York City
48.
It isn't just Google & Apple at it, is it?
Photo by
Alain Limoges
49.
"Cortana, remind me to..."
Photo by
Michael Kappel
50.
But what about this "fragmentation of search?"
Photo by
Bilal Kamoon
51.
It is the death of page #1 as we know it
Photo by
insane_capture
52.
We're now looking for knowledge
Photo by
Pim Fijneman (finally back)
53.
Much more complex than "keywords" and "links"
Photo by
fallentomato
54.
Back to semantic search
which is...
Photo by
joram68
55.
Understanding search intent
Photo by
joram68
56.
Providing the best response
Photo by
joram68
57.
Anywhere...
Photo by
KKfromBB
58.
Mobile
59.
Google Glass
Photo by
vyxle
60.
Other Wearables
61.
Android Auto
Photo by
photographphil
62.
Google Cars?!
Photo by
jurvetson
63.
What do we do now?
Photo by
Leo Reynolds
64.
Targeting keywords is getting less effective
as search fragments
Photo by
loungerie
65.
But we're now targeting audiences not keywords - remember?
Photo by
kevin dooley
66.
If you don't believe
me - ask Google
(We did!)
Photo by
johnantoni
67.
Remarketing
Photo by
wstera2
68.
YouTube
Photo by
Rego - d4u.hu
69.
Display
Photo by
rustybrick
70.
etc...
Photo by
kevin dooley
71.
Google thinks in "audiences" now
Photo by
kevin dooley
72.
It has grouped people
with similar behavior, likes, dislikes, trends etc
Photo by
kevin dooley
73.
So you can target them, instead of just the
pre-defined keywords.
Photo by
kevin dooley
74.
Keyword = 2D
vs.
Audience = 3D
Photo by
kevin dooley
75.
The audience is easy* to find when you pay for it
Photo by
401(K) 2013
76.
What can we do organically?
Photo by
smikulen
77.
Semantic search isn't just about context though
Photo by
VinothChandar
78.
It's about the
value of content
Photo by
VinothChandar
79.
What is the number one goal of search?
(besides world domination...)
Photo by
VinothChandar
80.
The best results
Photo by
VinothChandar
81.
Become the best result!
Photo by
Images_of_Money
82.
Easy
(the end)
Photo by
VinothChandar
83.
If only...
Photo by
VinothChandar
84.
It's still much more complicated than that
Photo by
net_efekt
85.
You need to understand
what people are looking for
Photo by
VinothChandar
86.
To do which you need
to know your customer
Photo by
VinothChandar
87.
What motivates them?
What do they need?
Photo by
VinothChandar
88.
How can you help
them attain that?
Photo by
VinothChandar
89.
How can you
get them to see it?
Photo by
VinothChandar
90.
If you build it...
Photo by
VinothChandar
91.
Nope.
Photo by
VinothChandar
92.
1. Find your audience
Photo by
VinothChandar
93.
2. Be everywhere* not just your website
*where needed
Photo by
VinothChandar
94.
3. Give people information
Don't be shy!
Photo by
VinothChandar
95.
4. Give Google information
Photo by
VinothChandar
96.
5. Ensure all roads lead back to your website!
Photo by
VinothChandar
97.
This is basically just
good marketing, right?
Photo by
VinothChandar
98.
Don't forget the signals that are important quality signs!
Photo by
Marcus Q
99.
1. Links
Yep - it's no long about links, but it is really...
Photo by
VinothChandar
100.
Untitled Slide
101.
2. Social Signals
+1, Like, Share, Pin, Stumble etc
Photo by
VinothChandar
102.
Untitled Slide
103.
3. Brand Mentions
Google's listening!
Photo by
VinothChandar
104.
Untitled Slide
105.
4. Reviews
On Google, Yelp, Yell, Trust Pilot, Trip Advisor etc
Photo by
VinothChandar
106.
Untitled Slide
107.
5. Positive Sentiment
People saying nice things
Photo by
VinothChandar
108.
Untitled Slide
109.
6. Well Targeted Content
The Right Keywords
Photo by
VinothChandar
110.
Untitled Slide
111.
7. "Google Friendly" website
Speed, Crawlability, Internal Linking etc etc
Photo by
VinothChandar
112.
Untitled Slide
113.
8. Mobile!
Google's getting rather insistent about this.
Photo by
VinothChandar
114.
Untitled Slide
115.
In a nutshell, good on-site
and good off-site SEO.
Photo by
VinothChandar
116.
So it's still similar practice
(just done differently)
Photo by
VinothChandar
117.
How do you survive in a post-page #1 world?
Photo by
VinothChandar
118.
Build a business which
doesn't rely on it
Photo by
VinothChandar
119.
How you do this will vary
Photo by
VinothChandar
120.
What might work for you
might not work for some
Photo by
VinothChandar
121.
But the best part?
Photo by
VinothChandar
122.
Doing this right means organic Google traffic is just a bonus!
Photo by
VinothChandar
123.
Questions?
Photo by
VinothChandar
Chris Geen
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