The way search engines work over the last decade has changed, as they begin customising the way results are presented and refined based on the context or topic of that search. Ever more are searchers being given a direct answer without landing on a website. This will mean that businesses thinking about SEO need to be thinking about the future and how to position themselves.

1. API? WTF?
Tom Anthony
Sep 2012

2. @TomAnthonySEO
Application Programming Interface

3. @TomAnthonySEO
Application Programming Interface

4. @TomAnthonySEO
Why should I care?

5. @TomAnthonySEO
Why should I care?
Over the next 10 years a majority of users
will stop visiting websites.

6. @TomAnthonySEO
Tom Anthony
SEO Consultant
Distilled

7. @TomAnthonySEO

8. @TomAnthonySEO
The ‘Web’. How it:
• looks?
• is consumed?
• is searched?

9. @TomAnthonySEO
How the web
looks.

10. @TomAnthonySEO
20 years ago

11. @TomAnthonySEO
15 years ago

12. @TomAnthonySEO
10 years ago

13. @TomAnthonySEO

14. @TomAnthonySEO
How the web
is consumed.

15. @TomAnthonySEO
20 years ago

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10 years ago

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How the web
is searched.

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20 years ago:
Bookmarks.
Magazines!
People!!
No real search.

20. @TomAnthonySEO
The search process
over last 10-15 years:
General
Specific

21. @TomAnthonySEO
Step 1:
A generic
search
engine.

22. @TomAnthonySEO
Step 2:
Context
specific
search via
site’s search
engine.

23. @TomAnthonySEO
A shift in how
the ‘web’
is searched...

28. @TomAnthonySEO
Errr... Tom....
What does this have to do
with APIs?
In fact, what is an API?

29. @TomAnthonySEO
I’m looking for
something with
this attribute.

30. @TomAnthonySEO
I’m looking for
books by Stephen
King.

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I’m looking for a
Hip Hop song from
the 90s.

33. @TomAnthonySEO

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I’m looking for
nearby tweets about
#BrightonSEO.

35. @TomAnthonySEO

36. @TomAnthonySEO
I’m looking for a
hotel in London.

37. @TomAnthonySEO

38. @TomAnthonySEO
I’m looking for books by Stephen King.
I’m looking for a hotel in London.
I’m looking for a Hip Hop song from the 90s.
I’m looking for nearby tweets.
attribute
type of object

39. @TomAnthonySEO
Database Customer
(products / businesses /
songs ....)

40. @TomAnthonySEO
Call Center
Database Customer
(products / businesses /
songs ....)
Website

41. @TomAnthonySEO
API
Call Center
Database
(products / businesses /
songs ....)
Customer
Website

43. @TomAnthonySEO
The search process
over last 10-15 years:
General
Specific

44. @TomAnthonySEO
The new search
process:
Specific

45. @TomAnthonySEO
Putting it all
together.

48. ?

49. @TomAnthonySEO
In the next 5 years we’ll see
the decline of ‘web pages’.

51. @TomAnthonySEO

52. @TomAnthonySEO

53. @TomAnthonySEO

54. @TomAnthonySEO

55. @TomAnthonySEO

56. @TomAnthonySEO

57. @TomAnthonySEO
API
Call Center
Database
(products / businesses /
songs ....)
Customer
Website

58. @TomAnthonySEO
How do you do SEO
for APIs?
No idea.

59. @TomAnthonySEO
Thanks.
Questions?