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Ric Rodriguez - Search In 2020 - it's No Longer About Ranking
- 1. Search In 2020 - It’s No Longer About Rankings Ric Rodriguez, SEO Consultant
- 2. 2019 - SEO Consultant, Yext 2018 - SEO Director, iProspect 2016 - SEO Director, Croud 2016 - SEO Strategist, Three Whiskey 2014 - SEO Analyst, iCrossing
- 3. Technology has enabled people to look for info in different ways
- 4. Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
- 5. 46 years 50 years 62 years 64 years 22 years 28 years 12 years Speed to adoption is increasing Time to reach 50m users 70 0 Sources: Visual Capitalist & Interactive Schools
- 6. 12 years 7 years 10 months 19 days 22 years 28 years Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
- 7. Consumers are getting used to the new search formats and platforms
- 8. Shifting channels of engagement Time spend by device / day6h 0h 2016201520142012 201720132011201020092008 3h Sources: Kleiner Perkins Mobile Other Desktop
- 9. Shifting channels of engagement Sources: Kleiner Perkins Other Desktop Mobile Time spend by device / day6h 0h 2016201520142012 201720132011201020092008 3h
- 10. Shifting channels of engagement Smart speaker sales (projection) 300m 0m 2024202320222020 202520212019201820172016 150m Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units
- 11. Shifting channels of engagement Smart speaker sales (projection) Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units 101m units 129m units 172m units 205m units 233m units 291m units 300m 0m 150m 2024202320222020 202520212019201820172016
- 12. We can ask questions in far more complex ways that ever before
- 13. Queries are a vehicle for discovery find the best place to eat pizza near me with veggie options open tonight and takes amex_
- 14. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Queries are a vehicle for discovery
- 15. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Queries are a vehicle for discovery Type: Takeaway Distance: <500mContent: ”clean”Type: Location Time: 8-10pm Card: American ExpressMenu Item: Margherita
- 16. pizza near me Queries are a vehicle for discovery
- 17. pizza near me Ric Rodriguez _search history _demographic _web actions _inferred intent iPhone 11 Pro Max _ip location _partner data _other devices _routine data Queries are a vehicle for discovery
- 18. Connecting with users at the point of intent is increasingly a challenge
- 19. Search is more than your website how far is the moon?_
- 20. Search is more than your website how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR
- 21. Search is more than your website how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Knowledge base + machine learning
- 22. This is new for many but search has worked this way for some time
- 23. To organise the world’s information Crawling
- 24. To organise the world’s information Crawling Parsing
- 25. To organise the world’s information IndexingCrawling Parsing
- 26. To organise the world’s information Indexing QueryingCrawling Parsing
- 27. To organise the world’s information Indexing Querying ServingCrawling Parsing
- 28. To organise the world’s information Indexing Querying ServingCrawling Parsing Serving (ranking) is the part we know the least about
- 29. To organise the world’s information Indexing Querying ServingCrawling Parsing Information retrieval is an open book of new ideas
- 30. To succeed, we need to challenge everything that we believe is true
- 31. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
- 32. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
- 33. Adopting a modern search mindset 1. Ranking isn’t helpful 2. Context is important 3. Knowledge is power
- 34. Ranking isn’t helpful; it’s a black box and it’s intrinsically transient
- 35. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 Technical Position 1 Position 2 Position 3 Position 4 Content Links
- 36. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 Black box of “ranking factors” Position 1 Position 2 Position 3 Position 4
- 37. Ranking is a multi-layered system Black box of “ranking factors” Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
- 38. Ranking is a multi-layered system Black box of “ranking factors” (e.g., speed) Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
- 39. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4
- 40. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 ? This tells the search engine how to order the inputs - but not what the inputs are
- 41. Context is important when your users expect to search naturally
- 42. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process
- 43. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: diy tool Transaction medium: online Transaction event: sale event Time period: Boxing Day Date: 26th December 2019
- 44. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Left to right understanding Ignore “common” words
- 45. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: diy tool Time period: Boxing Day Date: 26th December 2019 Transaction medium: online Transaction event: sale event
- 46. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Misinterpreted
- 47. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Not accounted for
- 48. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Left to right understanding Ignore “common” words BERT changed this for the better
- 49. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club BERT – learning through masking words *Note: this is a simplified explanation of a far more complex process The Hammers is the nickname of West Ham United football club The Hammers is the nickname of West Ham United football club
- 50. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club. BERT - learning through guessing the next sentence *Note: this is a simplified explanation of a far more complex process He used them to build a new cabinet. They used to be based at Upton Park.
- 51. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Using BERT to understand each word’s impact
- 52. Product category: tickets Type: West Ham United Transaction medium: online Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Date: 26th December 2019 Event type: football fixture
- 53. Knowledge (data) is power; it is at the heart of answer machines
- 54. DIYTools Football Team A hammer West Ham United Graphs, entities and structured data
- 55. DIYTools Football Team A hammer West Ham United Fixture tickets Graphs, entities and structured data
- 56. Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Entity Value pairs (structured data) Graphs, entities and structured data
- 57. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data
- 58. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data
- 59. Airbus 321 Graphs, entities and structured data London
- 60. London Airport Name: Gatwick Operating Airline: British Airways Aircraft Name: Heathrow Operating Airline: Airbus 321 Airport Name: Graphs, entities and structured data
- 61. London Airbus 321 London British Airways Airbus 321 Heathrow Gatwick Graphs, entities and structured data
- 62. West Ham United Located In: England Capital City: Great Fire Of London Happened In: New Years Party Event At: Destination: British Airways Financial Centre: United Kingdom Lives In: Boris Johnson Former Name: Londinium london_ Graphs, entities and structured data
- 63. Graphs, entities and structured data
- 64. This knowledge network is built from the web as a whole – its content and connections Graphs, entities and structured data
- 65. There’s a paradigm shift happening in search – we must embrace it