UNDERSTANDING NEXT-GENERATION SEARCH Andrew Isidoro Gocompare.com
Understanding Next-Generation Search
Jul 07, 2015
Presentation by Andrew Isidoro, SEO Manager, GoCompare.com, delivered at the Digital Marketing Show 2014.
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UNDERSTANDING
NEXT-GENERATION
SEARCHAndrew IsidoroGocompare.com
A LOT HAS CHANGED…
SEARCH HAS BEEN RUBBISH FOR A.
WHILE…
Search [was] mostly based on matching words and phrases, and not what they actually mean
Shashidar Thakur, Knowledge Graph tech lead
MORE THAN 1/5 OF ALL BING QUERIES SUBMITTED ARE PURELY NAMED ENTITIES
Named Entity Recognition in Query – Microsoft (2009)
71% OF BING SEARCH QUERIES CONTAIN NAMED ENTITIES
THAT’S OVER 84 BILLION SEARCHES* EVERY MONTH THAT CONTAIN NAMED ENTITIES!
http://www.internetlivestats.com/google-search-statistics/*Google and Bing combined volume
UNDERSTANDING ABOUT ‘THINGS’
UNDERSTANDING AN ENTITY
Which famous film was released on March 15,1972?
UNDERSTANDING AN ENTITY
“I'm going to make him an offer he can’t refuse”
Ratings:IMDB,Rotten Tomatoes
CastAl Pacino,Marlon Brando, Robert Duvall, James Caan,Diane Keaton
Initial release: March 15, 1972
Featured songs: I Have But One Heart,Speak Softly LoveDirector:
Francis Ford Coppola
Writer:Mario Puzo
UNDERSTANDING AN ENTITY
UNDERSTANDING AN ENTITY
Which film was released on March 15, 1972?
UNDERSTANDING “CONTENT”
Content
● Linked data
● Search queries
● Schema.org
● Co-occurrence
● Co-citation
LINKED OPEN DATA.
SEARCH QUERY DATA
See your history data: https://history.google.com/history/
SCHEMA.ORG
Schema.org is a microformat that allows you to tell search engines what (or who) your content is exactly about.
<div itemscope itemtype="http://schema.org/Person"><span itemprop="name">Andrew Isidoro</span><meta itemprop="birthDate" content="2014-11-28"></div>
Gocompare.com Car Insurance
CO-OCCURRENCE
● Frequently matched terms + entities = relationship
Example:
Entity (Brand) Common query
CO-CITATION
A B
C D
UNDERSTANDING “CONTEXT”
Personalisation
● Social layer
● Implicit queries
● Hummingbird
● Web assistants
“THE SOCIAL LAYER”
Social’s a ranking factor, right? Well not really, but kinda.
● Personalised to the users search history
● Personalised based on a users social connections
● Personalised based on +1’s
Rankings are based on neutral search...but does that exist anymore?
IMPLICIT vs EXPLICIT
“Pizzeria”explicit aspect of query
“Android user, geolocatedto Cardiff”
implicit aspect of query
HUMMINGBIRD
SEMANTIC SEARCH
More personal
More engaging
More interactive
More predictive
WEB ASSISTANTS
Tim Berners Lee’s vision is getting close...
SEMANTIC WEB
Even more personal
Even more engaging
Even more interactive
Even more predictive
A little frightening...
TAKEAWAYS
NEXT GENERATION SEO
"Answer," "Converse," and "Anticipate".
- Amit Singhal .
TAKEAWAYS - ANSWER
● Focus on the customer intent● Invest in technical SEO● Add to your semantic footprint:
Schema.orgLinked Data - hint: check out Freebase
TAKEAWAYS - CONVERSE
I hate to say it but…“Content Marketing”
● Talk to your customers● Interact through social - (Google+ / Youtube anyone?)● Investigate co-citations
Help to facilitate the “Social Layer” through meaningful interactions
TAKEAWAYS - ANTICIPATE
● Deliver “SEO as philosophy”
‘Off-site’ SEO needs to become the output of great marketing communications.
Public
Relations
SEO
ContentSocial
Media
Creative &
Brand
Marketing Communications
TAKEAWAYS - ANTICIPATE
ANTICIPATE THE FUTURE
THE FUTURE
ANY QUESTIONS?
Thank you for listening...
Andrew IsidoroGocompare.com
@andrew_isidoro
Slides available at:http://www.andrewisidoro.co.uk/blog/digital-marketing-show-2014/
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