Presented by Mike Rosenberg at the 2011 InnoTech Oregon conference.

1. The Future of Search - SEO
Presented by:
Mike Rosenberg
www.ethology.com

2. WHAT IS THE FUTURE OF
SEARCH?

3. The future of search means utilizing more
communities and less searching. Top of funnel
searches will lead consumers to networks,
communities, and social sites that then fulfill future
search needs, potentially replacing search engines.
– Scott Fish, Director of Search

4. Search is constantly evolving, its
future shaped by technology and
consumer behavior. Success in
search relies on a brand's ability
to be proactive and consistently
provide value. – Oliver Tani,
Director of SEO

5. Search is still, and will continue to be, the best broad
mechanism to obtain answers to questions on the
planet. Search engines will continue to evolve to
hold this positioning, and the key will be ever
improving result relevance and usefulness. Deeper
forays into authority measurement, content types
and filters, broader structured content acceptance,
improved utility and results (mobile/local), publisher
participation (ex. taxonomy standardization), public
participation (social integration), and improved
targeting abilities (behavioral, demographic,
psychographic) and data capture will all be part of
the mix. – Mike Corak, VP Strategy

6. Visitor behavior data will increasingly drive search
engine ranking algorithms as a dominant measure
of content-to-keyword relevance, especially for top
10 results. Traditional on- and off-site optimization
will remain a necessary prerequisite to search
engine visibility, but clickthrough and visitor
retention will become a necessary optimization
focus to be competitive in organic search.
– Gavin Francis, Technical & Analytics Specialist

7. Searching in 2001
Sorting the
World’s
Information
on the Web

8. Searching in 2008
Real-time
Twitter Results
Organic Results
Including stock
quotes, and
site links
Store Locator
Video Results
Local Results

9. Universal Search Elements

10. Seasonal Search Trends
QDF = Query Deserves Freshness

11. Leveraging Search
Understand the consumer’s content demand
Customers
Newsletters Blogs
Press Releases Images
Industry News (RSS) Videos
Bloggers &
Media Widgets
Articles
Infographics
Research Reports
FAQ’s
Other Whitepapers
Influencers Glossary
E-Books (ipad) Power Points
Become an Authority:
• Understand your target audience & their content demand.
• Build audience specific to your industry & give them promotion tools.
• Answer their questions & give solutions to their problems.

12. Social Graphs
1998 2003 2009
Links from Hobbyist Links from Blogs & Links from Twitter &
& Niche Sites Forum Sites Facebook Updates
2001 2006 2011
Links from Big Brand Links from Social Links & Data from
& Media Sites News Sites Location Based Sites
Important "Graphs" To Watch
 Social Media - Twitter / Facebook
 TrustRank & Real Time Search
 Niche Link Information

13. Searching in 2011
Instant Search
News Results
Video Results
Image Results
Real-Time Results
Social Results

14. Instant Search
Are we searching too slowly?

15. Social Search
Are we all searching too slowly?

16. Local Search
Are we all searching too slowly?
Major Local Search Factors
• Claiming Your Local Listing
• Off-Page / Off-Listing Factors
• Consumer Driven Reviews
• On-Page Factors
New & Important Factors In 2011
• Photos Associated with Place Page
• MyMaps References (Google)
• Age of Place Page

17. Mobile Search

18. Mobile Search

19. Recent News
Are we all searching too slowly?
Five Items in the Last Week (or so)
• Google Hot Pot Merging with Places
• Google Tags Program Ending
• Yahoo Buzz Dead Today
• Google – ITA Software Acquisition Approved
• Google +1

20. WHAT IS THE FUTURE OF
SEARCH?

22. Thank you!
Presented by:
Mike Rosenberg
ethology
www.ethology.com