The Future of Content
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Transcript of The Future of Content
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THE FUTURE OF CONTENT DISCOVERY
1
Meet my puppy:Otto
Why am I showing you my dog? 2
A blatant attempt to pander to the audience with small, fuzzy animals?
No! Thats not it at all3
A personal reminder that even if I bomb this talk somebody will still love me when I get home.
No! Absolutely not.4
The most concrete example I have of how rapidly search habits are changing.
Bingo. There it is.
There it is. Thats it. Ok, lets go. 6
Raising a puppy is hard.SPOILER ALERT:
Story of how you IOtto and had no idea what I was doing. I knew nothing. I knew I was standing in a shelter and he had big brown eyes.7
They can be so sweet.
Though he could be incredibly sweet8
He also destroyed everything. And ate everything. 9
Actual things I searched for in Ottos first few monthsAre aluminum cans safe for puppies?
Public service announcement: No10
Actual things I searched for in Ottos first few monthsAre plastic bottles safe for puppies?
Nope.11
Actual things I searched for in Ottos first few monthsAre cardboard boxes safe for puppies?
Yes but youll be vacuuming up cardboard rubble for days. 12
Actual things I searched for in Ottos first few monthsNatural remedies for my puppys dry skin
easily the yuppiest thing Ive ever searched for. 13
Alexa, re-order dog food
On a walk.Over dinner.In the moment.Through mobile, and social, & voice.
ANSWERS EVERYWHERE
A BRIEF HISTORY OF CONTENT DISCOVERY
18
I grew up in the 80s and 90s
One of the things that makes me proudest about my particular timing in the history of the world is that I get to say grandiose things like:
19
When the Internet First Launched
One of the things that makes me proudest about my particular timing in the history of the world is that I get to say grandiose things like:When the internet first launched.
20
When the internet first launched the way you found content was through these directories.
21
Content had a front door. That front door was the directory.
Then search engines arrived, and they got better.23
As search engines gained adoption, they opened up new doorways.
And a new powerful way to get your business in front of the searcher. 24
SEO
SEO was born25
ORGANIC SEARCH
The brilliance of search engines was there was no longer one front door to your website. Every piece of content was an opportunity to get found. And unlike ads which only drove content the first week they ran that opportunity compounded26
56%of leads from campaigns>1 month ago70% of Our Traffic Comes From Old Content
80% of our traffic comes from content.27
Relevancy andAuthority
In the beginning, SEO was about two things.28
KeywordsandInbound Links
A lot has changed in the world of search
Back then, mobile didnt even factor into website design.
Today, mobile Internet usage exceeds desktopInternet use
Back then, website security was mainly a concern for major corporations and governments.
Back then, waiting for websites to load was the norm.
Today, a slow site leads to a decreased search rank, lower traffic, and fewer conversions.
Back then, doorways still had to be walked through
Todays answers dont even require a click.
SEO is all about change. Theres going to be more change coming.
Matt Cutts, Google.
SECURITYMOBILEPERFORMANCESTRUCTURED RESULTS
So there are all sorts of new things to learn about browser based seo, but really these are just new chapters of the same book. 42
Beginning today,were looking atentirely new playbooks for content discovery.
THE FUTUREOF CONTENT DISCOVERY
44
Here's a fascinating little tidbit that changes everything...
60%of time spent online is now spent on mobile.
Time spent on mobiletime spent in appsnumber of apps
Break out into different slides?
46
86%of time spent on mobileis spent in apps.
Time spent on mobiletime spent in appsnumber of apps
Break out into different slides?
47
(Really, in just five apps.)
Time spent on mobiletime spent in appsnumber of apps
Break out into different slides?
48
What does that mean for browser-based SEO?
Structured searchApp Search49
Mobile and app search1
SEO was born50
Spotlight search is getting better.
App content is bypassing search all together.
Social Search2
SEO was born53
3.5 billion searches a day
We think of Google as this goliath. It processes billions of searches a day.54
1.5 billion searches a day and gaining
We think of Google as this goliath. It processes billions of searches a day.55
This is an announcement that sits at the very top of a feature that sits at the very top of Facebook. It follows a year of intense, smart, and creative experimentation in this area. This isnt a lark. If youve been paying attention, youve been noticing more and more public content/search/trend features popping up all over Facebook this year. - Blake Ross, Cofounder of MozillaJudge a companys priorities by its pixels.
One other big little thing about social as a channel for content discovery.
Whats really changing here, then, is not the length of the tweet. Its where that link at the bottom takes you when you click on itor, rather, where it doesnt take you.
Will Oremus, senior technology editor at Slate
Voice Search3
SEO was born64
Siri, Alexa, and Cortana
Natural Language
Expanded Search Windows
History and Context
67
Projections from comScore suggest that voice will drive 200 billion searches a month by 2020.
Conversational Search4
SEO was born70
71
60 BillionNumber of messages that run through messenger and whatsapp every day.
Powered by humans (and robots)
Time to go into messenger apps?
75
No one wants to install a new app for every business you interact with.
Mark Zuckerberg
Ok, lets take a breathand absorb all of that
77
APP SEARCHSOCIAL SEARCHVOICE SEARCHCONVERSATIONAL SEARCH
THE FUTUREOFYOUR CONTENT STRATEGY
79
Behavior
StrategyTechnology
You are here.
Ill keep learning tooNatural remedies for my babys dry skin
easily the yuppiest thing Ive ever searched for. 81
Alexa, re-order diapers
Dont PanicGet Interested.
84
The future is already here. It just isnt evenly distributed yet.
William Gibson