Through the relatively simple interface of search facts that require credibility lead to connections that need to be verifiable. This sparks off a chain of events that leads online and offline to come together convincingly and create a sense of trust in the source of information.

1. FACING THE FACTS
HOW SEARCH HAS CHANGED MARKETING AND AFFECTED IDENTITY
BY
DAVID AMERLAND

2. 40,000 SEARCHES ON GOOGLE PER SECOND
It translates to over 3.5
billion
searches per day and 1.2
trillion searches per year
worldwide.

3. TO WORK SEARCH NEEDS TO BE
RELIABLE
Reliability requires
facts.
Readily verifiable
facts.

4. FACTS REQUIRE INDEPENDENT VERIFICATION
Independent verification on
qualitative (and even quantitative)
issues cannot just originate from
the source.

5. INDEPENDENT VERIFICATION REQUIRES
“TRUTH”
• TRUTH LEADS TO DEPENDABILITY AND TRUSTWORTHINESS
• IT ARISES OUT OF THE NETWORK EFFECT
• IT REQUIRES REAL RELATIONSHIPS AND REAL CONNECTIONS IRRESPECTIVE OF
PLATFORM AND ENVIRONMENT
• AND IT TAKES TIME TO ESTABLISH
• THIS IS THE “VERACITY” ELEMENT OF SEMANTIC SEARCH
• IT IS ALSO THE HEART OF EVERY REAL CONNECTION MADE

6. “BE REAL” WAS NEVER SO DIFFICULT…
IN THE DIGITAL REALM WHO YOU ARE HAS TO BE ‘ENGINEERED’ FROM A CLEAR
UNDERSTANDING OF YOUR VALUES, PERSONALITY, PURPOSE AND INTENT.
IN THE OFFLINE WORLD MUCH OF THIS INSTINCTIVE ALMOST, THINKING NEEDS
TO NOW BE DONE CONSCIOUSLY. EVERYTHING IS PART OF EVERYTHING ELSE:

7. DRAWN FROM SEO HELP
Find it on Amazon or any good book shop.