Date post: | 14-Jun-2015 |
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Marketing |
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GOOGLE’S CRACKDOWN ON LOUSY LINKS
Thinking beyond Linking and the Future of Search
Malta - Jan-Willem Bobbink - @jbobbinkhttp://bit.ly/sigmaseo14
NOTPROVIDED.EU
YOU
WORLD WIDE PENETRATION GLOBAL USERS 05/14 (IN MMS)
0 1000 2000 3000 4000 5000 6000
TV - 78%
Mobile phone - 73%
Smartphone - 22%
Laptop PC - 11%
Desktop PC - 10%
Tablet - 6%
Source: Morgan Stanley Research
MOBILE & TABLET PAGEVIEWSSEP 2013 VERSUS SEP 2014
19%
10%
15%
31%
38%
22% 22%
34%
22%
32%
45%42%
33%36%
0%
10%
20%
30%
40%
50%
North
America
South
America
Europe Asia Africa Oceania Global
sep-13 sep-14
Source: Statcounter
CONVERSATIONAL SEARCHEVEN MORE AWESOME!
AMBASSADOR OF MA JESTIC.COM
FREELANCE SEO CONSULTANT
SE’S PUSHING MOBILE
BAIDU MOBILE APP CREATOR
BAIDU ICE BUCKET UPDATE
GOOGLE PUSHING AGGRESSIVELY
#1TO DO
MAKE YOUR WEBSITE RESPONSIVE!
ONE PROBLEM FOR SEARCH ENGINES
DISTRIBUTION OF WEB SEARCH QUERIES[Lin et al. 2011]
GOOGLE’S HUMMINGBIRD
"Hummingbird is focused more on ranking information based on a more intelligent understanding of search requests, unlike its predecessor, Caffeine, which was targeted at better indexing of websites."
GOOGLE:“TRY TO UNDERSTAND” RELATIONS
WHAT IS THE DIFFERENCE?
REWRITING THE QUERIES
MORE ADVERTISING?!
SEARCH ENGINE’S WAR AGAINST LINKS
GOOGLE PENGUIN 2.2 REFRESH
WANT TO TAKE A RISK?• Blog comments
• Web 2.0 links
• Thin content blogs (networks)
• Tiered linking
• Anchor texts
MAKE SURE YOU’RE ON THE SAFE SIDE
TAKE CARE OF BRAND SIGNALS
BLOCKING LINK CRAWLERS?User-agent: AhrefsBot
Disallow: /
User-agent: AlexibotDisallow: /
User-agent: MJ12botDisallow: /
User-agent: SurveyBotDisallow: /
User-agent: Xenu’sDisallow: /
User-agent: Xenu’s Link Sleuth 1.1cDisallow: /
User-agent: rogerbotDisallow:/
ACT NORMAL WITH YOUR PBNS
SEE THE DIFFERENCE? GOOGLE WILL
YANDEX: RANKING WITHOUT LINKS
YANDEX MATRIXNET
WHAT ELSE?
Google acquires Boston Dynamics
GOOGLE ACQUIRED BOSTON DYNAMICS?
DeepMind
ACQUIRED DEEPMIND?
391
368
288
248
228
182
177
148
135
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
Top 10 Research fields per # Publications
PERSONALISED SEARCH 2.0
PERSONALISED NEWS
HUMAN BEHAVIOUR
PREDICTIVE SEARCH
Behaviour > Content
WHO WILL WIN THE RACE?
THE SEMANTIC WEB
GOOGLE’S KNOWLEDGE VAULT
AUTOMATED ENTITY RETRIEVAL
AUTOMATED ENTITY LINKING
3D CONTENT CONCEPT
Apps Websites Front End
CONTENT
APIs KnowledgeGraphs
SE Crawlers
WHERE TO START?
OPTIMIZE FOR CONCEPTS
FIND RELEVANT TOPICS
USE G’S FREEBASE API
• Accessible via API
• Data is free to use
• Sharing data = linkbuilding
• Enrich your content & apps
ADDITIONAL CONTENT
INSERT FACTS DIRECTLY
FILL FREEBASE
HOW DO YOU KNOW?
MONITOR SEO PATENTS
SEO PATENTS, NOT ONLY FOR THE NERDS!
- Learn from the past
- Predict future changes
- Get an idea about the inner working of search engines
- Get an idea what certain features take to exist
WHAT CAN YOU LEARN FROM PATENTS?
GOOGLE,IS A BIT SCARY
"Google CEO Larry Page implied that dramatically extending human life is one of Calico’s main goals”
TIME MAGAZINE
FUTURE ISN’T FAR AWAY
UNDERSTANDTHE NEXT STEP
http://bit.ly/sigmaseo14 & @jbobbink
QUESTIONS?Get your chance right now! Or find me at the bar tonight
BEGINNER RESOURCES• G+ community: Semantic Search marketing
• 30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros
• A guide (PDF) to Linked Open Data: http://bit.ly/gtlod
• Practical Semantic Web and Linked Data (PDF) http://bit.ly/gtlod2
ADVANCED RESOURCES• Follow the annual scientific events:
ISWC, KDD, WSDM, SIGIR, WWW, KEWS andmany more -> download papers + workshops.
• Follow papers: http://scholar.google.com/ & patents (filter by authors & topics) http://www.google.com/advanced_patent_search
Thanks for the images!• Malta: http://www.lalschools.com/en/schools/lal-sliema
• Responsive: http://todaymade.com/blog/wp-content/uploads/2013/07/HiRes.jpg
• Need Work: http://www.neolaia.gr/2014/09/09/pagkosmia-trapeza-theseis-ergasias/
• Penguin: http://wallpho.com/353677-funny-penguin-bird-id-181619.htm
• War: http://forum.cn-nadc.net/topic/7079-war-art/Sceenshot http://www.ewdn.com/2013/06/17/yandex-offers-e150000-grant-to-germany-based-wikidata-to-fine-tune-its-algorithm-with-huge-body-of-data/
• Car: http://www.androidheadlines.com/2014/07/google-street-view-cars-now-detect-methane-leaks-us-cities.html
• Google Health: http://techcrunch.com/2013/09/19/wtf-is-calico-and-why-does-google-think-its-mysterious-new-company-can-defy-aging/
• Baidu strive AI http://www.forbes.com/sites/roberthof/2014/08/29/baidus-surprising-search-for-the-holy-grail-of-artificial-intelligence/
• Layers: http://veerle.duoh.com/inspiration/detail/layers
• Mobile phones: http://www.ringtoindia.com/rindiablog/about-ringtoindia/history-of-phone/
• Formula 1: https://en.wikipedia.org/wiki/Formula_One
• Icebucket: http://www.als.nl/
• Human brains: http://www.xcv8r.com/2013/07/psychology-for-marketers-9-revealing-principles-of-human-behaviour/
• http://semanticweb.com/tag/yandex
• Social future: http://smbp.uwaterloo.ca/2014/07/lucas-cochran-social-media-and-future-tech/
• KG's: http://www.sindicetech.com/overview.html