Emerging Trends in Online Search

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EMERGING TRENDS IN
ONLINE SEARCH
Tom Anthony
Head of R&D
@TomAnthonySEO
Will Critchlow
Founder & CEO
@WillCritchlow

COMPOUND
QUERIES
IMPLICIT
SIGNALS
PERSONAL
ASSISTANTS
1 2
5
WEB SEARCH TO
DATA SEARCH
4
KEYWORDS
VS INTENTS
3

1
IMPLICIT QUERY SIGNALS
1

search query
“london tube stations”

explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”

IMPLICIT SIGNALS: MODE OF TRANSPORT

• NBED - PHYSICAL WEB
IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)

TIME
TOTALSIGNALINFORMATION
explicit signal
implicit signal

My vision when we started Google 15 years ago was
that eventually you wouldn't have to have
a search query at all.
SERGEY ...

COMPOUND QUERIES
2

Query
Algorithm
Response
Revised
Query Algorithm
Response
OLD MODEL: INDEPENDENT QUERIES

HUMMINGBIRD
Credit: mikebaird on Flickr

brought to you by…
https://youtu.be/JfJOFvKDNu4

NEW MODEL: DEPENDENT QUERIES
Query
Algorithm
Response
Additional
Input
Algorithm
Revised
Response

https://youtu.be/M1ONXea0mXg

KEYWORDS
TO INTENTS
3

Source: /u/UpboatOarKnotUpboat
SEARCH HISTORY OF A 5 YEAR OLD

KEYWORDS
INTENT
IMPLICIT
SIGNALS
COMPOUND
QUERIES

CONTEXTUAL SEARCHES
http://selnd.com/1MnLlF8

WEB SEARCH TO
DATA DRIVEN SEARCH
4

SHIFT AWAY FROM ‘WEB SEARCH’: ENTITIES

SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS

FROM WEB TO APP INDEXING & DEEP LINKS

DOESN’T STOP AT APPS
?

CROSS DEVICE TASKS & SEARCHES
source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf (thanks, Dr Pete)

CROSS DEVICE: APPLE HANDOFF

CROSS DEVICE: SHARED SCREENS

DIRECT ANSWERS & CARDS

CARDS: UNITS OF DATA

CARDS: ADAPT EASILY CROSS DEVICE
source: http://blog.intercom.io/the-end-of-apps-as-we-know-them/

CARDS: NEW MOBILE INTERFACE

CARDS: DATA SOURCES
Knowledge
Graph
Data
Partnerships
Everything Else
US

FACETED SEARCH: CROSS DEVICE CARDS?

PERSONAL ASSISTANTS
5

GOOGLE’S MISSION

‘PERSONAL INDEX’: PHOTOS

‘PERSONAL INDEX’: CALENDAR

‘PERSONAL INDEX’: EMAILS

A single interface for all searches.

PERSONAL DEVICE

FOCUSED ON SCREEN SIZE

It can take
photos

It can take
photos
It knows
where it is

It can take
photos
It knows
where it is
It knows who
your friends are

It can take
photos
It knows
where it is
It knows who
your friends areIt knows
if you are
walking,
running,
etc.

It
interacts
with the
world
(beacons,
pay, NFC)

It’s personal,
signed-in,
and taken
everywhere
It
interacts
with the
world
(beacons,
pay, NFC)

It’s personal,
signed-in,
and taken
everywhere
It has
natural
m
ulti-
touch
It
interacts
with the
world
(beacons,
pay, NFC)

It’s personal,
signed-in,
and taken
everywhere
It has
natural
m
ulti-
touch
It has
notificationsIt
interacts
with the
worl...

It's actually the PC that has the limited, basic, cut-down
version of the internet… it only has the web.
‘mobile ﬁrst’
via...

NOT JUST GOOGLE

MICROSOFT CORTANA

COMPOUND
QUERIES
IMPLICIT
SIGNALS
PERSONAL
ASSISTANTS
DATA
DRIVEN
SEARCH
INTENTSKEYWORDS
PERSONAL
INDEX &
DEVICE

THANKS
@TomAnthonySEO
@WillCritchlow

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