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#INBOUND16@iPullRank
THE PRAGMATIC
FUTURE OF SEARCH
What’s changed, what’s next and
how you can capitalize on it
Michael King @(iPullRank)
#INBOUND16@iPullRank
DOWNLOAD THIS DECK
http://bit.ly/pragmatic-search
#INBOUND16@iPullRank@iPullRank
“WHAT’S THE
FUTURE OF
SEARCH?”
A question that plagues me
around this time of year every
year.
This again?!
#INBOUND16@iPullRank@iPullRank
THE FUTURE OF
SEARCH
The pragmatic business answer
#INBOUND16@iPullRank@iPullRank
MY REAL ANSWER
Is that future of search looks a lot like this…
#INBOUND16@iPullRank
#INBOUND16@iPullRank #INBOUND16
The Future of Search is a predictive and interactive
Assistant that takes something like this and knows
enough about you to pick exactly what you’d want
#INBOUND16@iPullRank@iPullRank
Seriously, how
did you choose
anything?Thanks for coming to this session, though.
#INBOUND16@iPullRank@iPullRank
Far-
fetched?You tell me.
#INBOUND16@iPullRank@iPullRank
Well, what do we need?
Location Persistent
User
Context
The
World’s
Information
An always
on device
Natural
Language
Processing
Machine
Learning +
Computing
Power
#INBOUND16@iPullRank@iPullRank
And what else?
Speed Good User
Experience
#INBOUND16@iPullRank #INBOUND16
Google has long tracked your location.
#INBOUND16@iPullRank #INBOUND16
Google leverages its database of affinity to develop
user contexts and segment us into them.
#INBOUND16@iPullRank #INBOUND16
Google’s whole purpose is to store and make the
world’s data accessible.
#INBOUND16@iPullRank@iPullRank
150,000,000,000,000
The estimated number of megabytes of data
that Google stores. (or just 15 exabytes)
Cirrus Insight
#INBOUND16@iPullRank
Perhaps you have heard of Android, Google’s mobile
operation system.
#INBOUND16@iPullRank@iPullRank
87.5%
Of smartphones worldwide run Android.
Strategy Analytics
#INBOUND16@iPullRank #INBOUND16
Natural Language Processing has long been
something Google has looked to conquer.
#INBOUND16@iPullRank #INBOUND16
They’ve been nice enough to open source their NLP
modules so we can all leverage them.
#INBOUND16@iPullRank #INBOUND16
Google has been working on quantum computing to
accelerate Moore’s Law
#INBOUND16@iPullRank@iPullRank
100mm
times faster than a classical computer by
using a D-Wave quantum computer
NewScientist.com
#INBOUND16@iPullRank #INBOUND16
Google’s got the machine learning thing covered
#INBOUND16@iPullRank #INBOUND16
So much so that they open sourced their machine
learning tech in hopes other people would catch up.
#INBOUND16@iPullRank #INBOUND16
Google Fiber is one of the many drastic things that
Google has done to increase the speed of the Internet.
#INBOUND16@iPullRank #INBOUND16
Material Design is Google’s “visual language” to
develop streamlined and effective user experiences.
#INBOUND16@iPullRank@iPullRank
GOOGLE IS JUST
ABOUT READY TO BE
THE STAR TREK
COMPUTER
It’s already here.
#INBOUND16@iPullRank #INBOUND16
Google Now was the first tool to truly go in that
direction.
#INBOUND16@iPullRank #INBOUND16
Google Assistant is V1 of Google’s “Star Trek
computer”
#INBOUND16@iPullRank #INBOUND16
Google Home is “Assistant” in a box…
#INBOUND16@iPullRank
#INBOUND16@iPullRank@iPullRank
1
WHERE HAVE WE BEEN?
(AS IT PERTAINS TO THE
FUTURE)
#INBOUND16@iPullRank #INBOUND16
10 Blue Links
#INBOUND16@iPullRank@iPullRank
UNIVERSAL
SEARCH
Google moved away from 10 blue
links towards integrating different
media into the SERP. Google
needed more media types to
answer your query.
#INBOUND16@iPullRank #INBOUND16
Caffeine Update – Google needed speed to get you the
best results all the time.
#INBOUND16@iPullRank #INBOUND16
Personalized Search – Google made the results more
relevant to the specific user’s context.
#INBOUND16@iPullRank #INBOUND16
Google Instant – Google needed to answer your
question faster by helping you formulate it
#INBOUND16@iPullRank@iPullRank
2-5 seconds
Can be saved per search using
Google Instant.
Gizmodo
#INBOUND16@iPullRank #INBOUND16
Panda Algorithm – Google needed to get the bad
content outtahere!
#INBOUND16@iPullRank #INBOUND16
Google Penguin – Google needed discourage you from
manipulating the link graph.
#INBOUND16@iPullRank #INBOUND16
Structured Markup – Google needed help
understanding the nuances of your content more.
#INBOUND16@iPullRank #INBOUND16
Google Hummingbird – Google needed to get a better
understanding of entity relationships in indexation.
#INBOUND16@iPullRank #INBOUND16
Rankbrain – Google needed a better understanding of
your query so they use machine learning to normalize it.
#INBOUND16@iPullRank #INBOUND16
Mobile-first Index – Google needs to put the context that’s
most valuable in front of the one that is more limited.
#INBOUND16@iPullRank@iPullRank
Go Mobile or Die
If you’re site is not mobile-friendly,
you will lose big.
#INBOUND16@iPullRank@iPullRank
2
TYPES OF SEARCH YOU
SHOULD KEEP TOP OF
MIND
#INBOUND16@iPullRank #INBOUND16
Spotlight Search and Safari search try to bypass
search engines altogether.
#INBOUND16@iPullRank@iPullRank
SUGGESTED
WEBSITE
SEARCHES
iOS looks to predict a result that
you’re looking for before you
would go to a search engine for a
variety of formats including
content on your phone.
#INBOUND16@iPullRank #INBOUND16
Smart Mirror Search – imagine the advertising
implications.
#INBOUND16@iPullRank #INBOUND16
In-Car Search – How long until Tesla recognizes that it
needs its own Search appliance?
#INBOUND16@iPullRank #INBOUND16
App Store Search
#INBOUND16@iPullRank@iPullRank
OLD SCHOOL
SEO
App Store Optimization is built on
old school SEO practices of
metadata optimization and
engagement metrics such as
downloads and reviews.
#INBOUND16@iPullRank #INBOUND16
SensorTower for research
#INBOUND16@iPullRank #INBOUND16
Optimize your “on-page” and use a low cost paid
media channel to get your downloads up.
#INBOUND16@iPullRank #INBOUND16
Vocal Search
#INBOUND16@iPullRank #INBOUND16
Vocal Search
#INBOUND16@iPullRank@iPullRank
1
The number of results returned in
most vocal search queries.
#INBOUND16@iPullRank #INBOUND16
The Vocal Search answer is the Featured Snippet
#INBOUND16@iPullRank@iPullRank
Vocal Search is convenient
#INBOUND16@iPullRank #INBOUND16
Other assistant devices like Alexa matter because they
cut Google out of the e-commerce loop.
#INBOUND16@iPullRank@iPullRank
Search everywhere.
I anticipate that search will become
the common interface in the future
of technology, but it will evolve to
more natural and conversational
language.
#INBOUND16@iPullRank #INBOUND16
This is the future of technology.
#INBOUND16@iPullRank #INBOUND16
Not this.
#INBOUND16@iPullRank@iPullRank
3
SEARCH SCIENCE – HOW
DOES THE FUTURE OF
SEARCH WORK?
#INBOUND16@iPullRank #INBOUND16
Google has evolved into “Multimodal Search” which uses
the query and the user context to determine the right
result set.
#INBOUND16@iPullRank@iPullRank
GOOGLE IS FAR
BETTER AT
UNDERSTANDING THE
CONTEXT OF YOUR
SEARCH
#INBOUND16@iPullRank #INBOUND16
Vocal Search
#INBOUND16@iPullRank #INBOUND16
Google develops a set of contexts on the user leveraging
months of queries + click data. (h/t @willcrithclow &
@tomanthonyseo)
#INBOUND16@iPullRank@iPullRank
Queries Become Entities
#INBOUND16@iPullRank #INBOUND16
Entities inform Google’s result set.
#INBOUND16@iPullRank@iPullRank
4
HOW DO YOU CAPITALIZE
ON THESE SEARCH
OPPORTUNITIES?
#INBOUND16@iPullRank@iPullRank
Make Hyper-
targeted
Content
#INBOUND16@iPullRank #INBOUND16
Segmented Content Strategies
#INBOUND16@iPullRank@iPullRank
Align with the User Journey
“Multichannel custom publishing.”
You’ll want to develop the right KPIs to match up with the right types of videos. Top of funnel videos should be measured by awareness KPIs,
whereas bottom funnel videos like how-tos and guides are more likely to lead to conversions that are closer to the business objective.
#INBOUND16@iPullRank@iPullRank
This Requires Content Strategy
#INBOUND16@iPullRank #INBOUND16
Persona-driven keyword research is where you should
start http://www.slideshare.net/ipullrank/persona-driven-
keyword-research
#INBOUND16@iPullRank@iPullRank
BUILD ROBUST UTILITY
DRIVEN CONTENT FOR
SPECIFIC AUDIENCES.
#INBOUND16@iPullRank@iPullRank
Use
Structured
Data
#INBOUND16@iPullRank #INBOUND16
If you don’t markup your content, Google will drive
traffic to other sites with Featured Snippets.
#INBOUND16@iPullRank #INBOUND16
Rich Cards
#INBOUND16@iPullRank #INBOUND16
Keep an eye on what’s available to you.
https://developers.google.com/search/docs/guides/search
-gallery
#INBOUND16@iPullRank #INBOUND16
Here too:
https://developers.google.com/search/docs/guides/mark-
up-content
#INBOUND16@iPullRank #INBOUND16
Question based queries heavily feature featured snippets.
h/t @statrob https://getstat.com/blog/featured-snippets-
track-more-things-win-more-snippets/
#INBOUND16@iPullRank #INBOUND16
While tables and lists trigger featured snippets, paragraph
content is more likely to do so. (also @statrob)
#INBOUND16@iPullRank@iPullRank
You Don’t Have to be #1
#INBOUND16@iPullRank@iPullRank
Make Explanations “Snip-able”
#INBOUND16@iPullRank #INBOUND16
Research your query space and structure your content for
featured snippets. https://builtvisible.com/answer-boxes/
#INBOUND16@iPullRank@iPullRank
Be Mobile-
friendly
#INBOUND16@iPullRank #INBOUND16
The implication of mobile-first indexation is that
desktop-driven sites will lose visibility.
I suspect this was
Google testing the
mobile-first index
#INBOUND16@iPullRank #INBOUND16
Accelerated Mobile Pages (AMP), for many sites, is the
quickest way to ensure mobile-friendliness in a mobile-
first world.
#INBOUND16@iPullRank #INBOUND16
Google understands that “paired” sites are a nuisance.
Ideally, they want people to move to “Canonical” AMP.
#INBOUND16@iPullRank #INBOUND16
This suggests that pages that validate as AMP are
definitely fast while other methods of building pages may
not be.
#INBOUND16@iPullRank@iPullRank
HOWEVER YOU DO IT,
MAKE SURE YOUR SITE
IS MOBILE-FRIENDLY.
…but AMP has advantages over other
means.
#INBOUND16@iPullRank@iPullRank
Speed
#INBOUND16@iPullRank@iPullRank
Code Order Matters. It impacts
site speed dramatically.
#INBOUND16@iPullRank #INBOUND16
The Critical Rendering Path
https://developers.google.com/web/fundamentals/perform
ance/critical-rendering-path/analyzing-crp?hl=en
Critical Rendering
Path
#INBOUND16@iPullRank@iPullRank
HTTP/2 speeds up some of
HTTP 1.1 performance issues.
#INBOUND16@iPullRank #INBOUND16
Learn more about HTTP/2
https://moz.com/blog/http2-a-fast-secure-bedrock-for-the-
future-of-seo
Read Up On
HTTP/2
#INBOUND16@iPullRank #INBOUND16
If you want to dig into more of the technical details, check
out my latest on Moz. https://moz.com/blog/the-technical-
seo-renaissance
#INBOUND16@iPullRank@iPullRank
MAKE YOUR SITE
FASTER ALREADY.
#INBOUND16@iPullRank@iPullRank
Integrate
the Search
Channels
#INBOUND16@iPullRank #INBOUND16
There will always be more value in having SEO and
PPC work together than in a silo.
#INBOUND16@iPullRank@iPullRank
There are Dozens of Studies Like This
#INBOUND16@iPullRank@iPullRank
Google uses CTR
And being in Paid and Organic
increases CTR for both. Integrating
the channels increases visibility.
#INBOUND16@iPullRank@iPullRank
USERS DON’T THINK OF
PAID AND ORGANIC AS
DIFFERENT PLACES.
MAXIMIZE VISIBILITY
USING THEM
TOGETHER.
#INBOUND16@iPullRank@iPullRank
5 WHAT TOOLS SHOULD YOU
USE TO WIN AT SEARCH?
#INBOUND16@iPullRank #INBOUND16
A Device Library – You’ll want to experiment with all
contexts, devices and operating systems.
#INBOUND16@iPullRank #INBOUND16
Google Search Console -
https://google.com/webmaster/tools
#INBOUND16@iPullRank #INBOUND16
Structured Data Testing Tool -
https://search.google.com/structured-data/testing-tool
#INBOUND16@iPullRank #INBOUND16
AMP Validator - https://validator.ampproject.org/
#INBOUND16@iPullRank #INBOUND16
Mobile-friendly & page speed tests -
https://testmysite.thinkwithgoogle.com/
#INBOUND16@iPullRank #INBOUND16
Chrome DevTools – It’s a part of Chrome.
#INBOUND16@iPullRank #INBOUND16
Google Analytics Demographics & Interests – Set this
up in Google Analytics.
#INBOUND16@iPullRank #INBOUND16
Screaming Frog SEO Spider -
https://www.screamingfrog.co.uk/seo-spider/
#INBOUND16@iPullRank #INBOUND16
Screaming Frog Log File Analyzer -
https://www.screamingfrog.co.uk/log-file-analyser/
#INBOUND16@iPullRank #INBOUND16
Searchmetrics – http://www.searchmetrics.com
#INBOUND16@iPullRank #INBOUND16
On-Page.org – http://www.on-page.org
#INBOUND16@iPullRank #INBOUND16
Botify – http://www.botify.com
#INBOUND16@iPullRank #INBOUND16
Moz Keyword Explorer - https://moz.com/explorer/
#INBOUND16@iPullRank #INBOUND16
STAT – http://www.getstat.com
#INBOUND16@iPullRank@iPullRank
6 WHO AM I?
#INBOUND16@iPullRank
#INBOUND16@iPullRank@iPullRank
I’M
#ZORASDAD
First and foremost.
#INBOUND16@iPullRank@iPullRank
MY NAME IS
MIKE KING
Razorfish, Publicis Modem alum
Full Stack Developer
Full Stack Marketer
Moz Associate
#INBOUND16@iPullRank@iPullRank
I Run a Better Marketing Agency Called iPullRank
#INBOUND16@iPullRank@iPullRank
We Do These Things
Content
Strategy
SEO Paid Media Machine
Learning
Marketing
Automation
Measurement
& Optimization
#INBOUND16@iPullRank@iPullRank
THANK YOU
MICHAEL KING
FOUNDER/MANAGING DIRECTOR
IPULLRANK
MIKE@IPULLRANK.COM
http://ipullrank.com
DOWNLOAD THE DECK
http://bit.ly/pragmatic-search

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