In this presentation, Victoria Olsina: SEO expert specialized in blockhain, explore how this groundbreaking tech will affect search engines in the upcoming years.
Originally presented at SEOfestiwal 2019 in Katowice, Poland.
https://www.silesiasem.pl/festiwal-seo-2019-katowice
2. Hello, I’m Victoria
● Born in the city of Che Guevara: Alta Gracia (Córdoba,
Argentina).
● SEO Manager at Consensys London.
● 9 years experience in SEO & Online Marketing.
● Markets: UK, Australia, New Zealand and Argentina.
● Watched Spice World in 1997 and decided to live in
London.
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5. Cryptocurrency vs blockchain
• Underlying technology of most
cryptocurrencies.
• Many blockchains are open source and
programmable allowing the development
of decentralized applications (Dapps).
• For example: Ethereum.
• It’s an asset class or token.
• You can buy/exchange value with them.
• A reward that members on a particular
blockchain get for performing valuable
tasks.
• +2,000. For example: Bitcoin
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7. What is Blockchain
! A blockchain is a distributed ledger, in which all who choose
to participate in it have autonomy to access it.
! It’s like a spreadsheet any participant can access.
! Every participant has a copy of the spreadsheet and is
responsible for keeping it up to date. This is referred to as a
"node".
! The blockchain is maintained collaboratively.
! No single central authority maintaining the ledger, it’s
decentralised.
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8. Benefits of
blockchain
● Trustless system.
● All changes are recorded.
● No intermediaries nor
authority.
● Decentralised & collaborative.
● Extremely unlikely to be
hacked.
● Blockchain could be the
foundation of the next web:
Web 3.0
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9. More use cases: https://consensys.net/enterprise-ethereum/use-cases/
Who is using Blockchain right now?
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14. Prove you are not a robot
● Advertising fraud cost advertisers over $7 billion in 2016
● 50% of traffic is bots and fakes.
● Spammy comments and links
● A number of players — including Microsoft, the
Interactive Advertising Bureau (IAB) and DMA (in
partnership with MetaX) — are already working on
blockchain-based digital identification systems.
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16. New Schema Markups for blockchain
● Schema Markup for user ID profiles.
● Schema Markup for blockchain certificates
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17. ● Full details can be viewed on GitHub.
● The Public keys could be issued by a
browser such as Metamask or Brave, which
have incorporated crypto wallets.
● How do you know if the public key belongs
to a real person?
● Blockchain ID verification by uPort or 3Box .
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18. ● Schema Markup for
blockchain certificates
from REAL institutions (full
details can be viewed on
GitHub).
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19. What does this mean for you?
● Can you imagine your client’s website with 50% less
traffic?
● Less traffic but real people.
● New tags to certify IDs of people, companies and
institutions.
22. “At present, people are happy to give away their most valuable asset—
their personal data—in exchange for free email services and funny cat
videos.
It’s a bit like African and Native American tribes who unwittingly sold
entire countries to European imperialists in exchange for colorful beads
and cheap trinkets.”
― Yuval Noah Harari, 21 Lessons for the 21st Century
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25. Blockchain can enable data-assetisation:
1. Choose the data what to share with uPort or 3Box for
example.
2. Sell your personal data. Ocean Protocol allows you to
monetise your own data.
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26. What does this mean for you?
● More power to the user, less power to the marketer.
● More expensive marketing?
28. Pay for traffic vs Pay for content creation:
● Steemit: a social media platform where everyone gets
paid for creating and curating content.
● Dtube: Steemit + Youtube
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29. Incentivised actions:
● The ability to earn small amounts of cryptocurrency for
online activities can attract users to platforms where
contributions to the platform growth are rewarded.
● Basic attention token on Brave browser.
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30. What does this mean for you?
● Change of paradigm:
● Pay for traffic vs Pay for content creation
● Content will ACTUALLY be king and we might have to
pay users for that.
33. Censorship vs Decentralisation
● ISPs based on location vs decentralised P2P location
independent hosting:
○ IPFS
○ Substratum
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34. What does this mean for you?
● Server location has an impact on page loading time.
● Decentralised hosting should increase loading time.
● More traffic to websites that fit the following categories:
news outlets, LGBTQI+ content, sex, extremist views,
guns, etc.
● More traffic from countries with high levels of
censorship.
35. Summary:
1. Less traffic but real people.
2. People in control of their data.
3. New ways of making $.
4. Less government control of the Web.
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