1. Search 2015
Kelvin Newman
2nd October 2013
@kelvinnewman
JD Hancock

2. Strategy Director
SiteVisibility
A digital agency specialising in retail,
travel and financial services

3. Organiser
BrightonSEO/Content
Marketing Show
Two Free (and awesome) Conferences

4. Co-Founder
Clockwork Talent
Decent Digital Recruitment

5. Last few years in
Search have been
dominated by
Google updates

6. First we had panda
Berto Garcia

7. This update is
designed to reduce
rankings for low-
quality sites—sites
which are low-value
add for users, copy
content from other
websites or sites that
are just not very
useful.
Matt Cutts, Google
planetc1

8. and then penguin

9. In the next few days,
we’re launching an
important algorithm
change targeted at
webspam. The change
will decrease rankings
for sites that we believe
are violating
Google’s existing
quality guidelines.
Matt Cutts, Google
jolieodell

10. and last week
humming bird

11. which isn’t
technically an
update,

12. but we need to think
longer term than the
next update

13. what is the
future of search?
enderike

14. not a new
update

15. but a new
paradigm

16. introducing
Knowledge Graph

17. The Knowledge Graph
enables you to search for
things, people or places
that Google knows about—
landmarks, celebrities,
cities, sports teams,
buildings, geographical
features, movies, celestial
objects, works of art and
more—and instantly get
information that’s relevant to
your query.
Amit Singhal, Google

18. Knowledge Graph
is part of a huge
change in how
Google deliver
search results

26. There’s more than 85 of these
features that Dr. Pete from Moz
has documented
http://www.slideshare.net/crumplezone/
beyond-10-blue-links-the-future-of-
ranking

27. But they’re just for
informational queries...

34. a change in purpose:
help find pages
help find answers

35. a change in purpose:
help find pages
help find answers

36. You can no longer rely on
Google to send you traffic

37. or even tell you
about it
Alex E. Proimos

38. And that’s before we get started
on Facebook
JD Hancock
for nearly a
year iPhone
search traffic
appeared as
direct

39. and we’re rapidly approaching
the point where we have no
data on keyword traffic

40. Search isn’t about
keywords anymore

41. It's about entities.
JD Hancock

42. Entities are
normally,
people,
places,
brands etc
JD Hancock

43. but can be any ‘thing’ which has a
relationship to another ‘thing’
JD Hancock

44. every business
is really just a
database and a
front end
JD Hancock

45. and Google
wants to become
that front-end
JD Hancock

46. how can you make money
if nobody ever goes to your
site?
JD Hancock

47. You may need to revisit your
business model
kennymatic

48. I love the Business
Model Canvas
http://en.wikipedia.org/wiki/Business_Model_Canvas

49. So what can I do?

50. Familiarize yourself
with Freebase
http://www.freebase.com/

51. Play with VisualDataWeb
http://www.visualdataweb.org/relfinder

52. Mark Up using the
Open Graph
Protocol
http://ogp.me/

53. Implement
Schema.org
http://schema.org/

54. sit down and ask
yourself could your
business have an
api

55. tl;dr
SEO is changing it’s not
about optimising your
website for search
engines, it’s about
optimising your business
for search engines

56. Kelvin Newman
kelvin@brightonseo.com
@kelvinnewman