Thoughts on the Future of search

Bay Area SEO Meet-Up

Some ideas on the fu tu re o f Sea rch

P R E S E N T E D B Y M a r k u s R e n s t r o m O c t o b e r 3 , 2 0 1 3⎪

“Links Will Be Worthless”

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How to Define Quality in the Past

quality keywords=

links

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How to Define Quality in the Past

quality keywords=

links[external signals

to search

engine]

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How to Define Quality Now

quality content=

semantic web

platform

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How to Define Quality Now

quality content=

semantic web

platform

[internal signals

to search

engine]

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Semantic Web

49ers49ers =

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49ersNiners

Colin KaepernichJim Harbaugh

Joe MontanaCandlestick Park

49ers =

Semantic Web

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49ersNiners

Colin KaepernichJim Harbaugh

Joe MontanaCandlestick Park

49ers =

‘things not strings’

Semantic Web

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High visibility in SERP to sources search engine internally control = knowledge graph + Google News

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Still limited use of semantic mark-up within knowledge graph, but will increase

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In-depth article an example of combining trusted, internal signals to a search engine; Google Authorship + Schema mark-up

“Platform is King”

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‘Trust’ is moving more and more towards platform, representing signals that search engine control themselves: Accessibility Number of Server Errors Page Load Speed Responsive Design Semantic Mark-up

Platform

“Summary - Let’s Kill SEO”

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Summary

Quality moving towards ‘internal’ signals search engine can control and avoid relying on signals that can be easily manipulated (i.e links and keywords)

-Content

-Semantic Mark-up

-Platform signals

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Tack!