SES Amsterdam: The Changing Face of Search
Kevin Ryan (WebVisible / SES dinosaur) was the first to do a keynote presentation at the SES Amsterdam. Kevin spoke about the change of search engine result pages (SERP) from just links to local results, videos, pictures, etc. Nowadays the market calls it Universal Search or Blended Search.
explained why he speaks at the SES Amsterdam, because he simply loves the Netherlands and not just because of the bars
and coffee shops :-)
After this introduction Kevin started his keynote. The keynote was based on what search looked like yesterday and looks like today and tomorrow. Yesterday a SERP was just textual and the results where not always as relevant as they should be and nowadays we see more and more (48% of the results and increasing) blended results with pictures, videos, local results, etc. Of course blended results don't always match and Kevin gave us a few nice examples for instance an ad of CheapTickets on the search term for the crash of the Turkish Airliner a few weeks ago.
Research has also shown that Google is more and more trying to get the results even more relevant for their users. Kevin shows us some figures which indicate that the number of ads on a SERP is decreasing and the CTR on those ads are increasing.
Tomorrow is being introduced as the term Conversation. Internet users more and more look for conversation (Facebook, Twitter, etc.) and users all do that for free. In the US Google is testing the concept of reviewing a search result and Google gladly uses the input of their users.
Eventually Kevin sums up his story with a nice quote and advice: Ex-Google doesn’t equal genius. Many ex-Googlers left Google to startup a new business. Some with success, but not all of them, but look beyond and next to Google. Use other search engines and websites, look at their opportunities and learn to love it, because you can always go back to Google. Google will always be there!
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