A Free webinar from Return On Digital on the future of search marketing. -Hi, my name is Justin Butcher. I'm Head of Digital Marketing at Return on Digital. Today I did a webinar entitled the Future of Search beyond Keyword with our CEO Guy Levine. If you want to sign up for future webinars just put your email in the box;otherwise, just click skip to continue. -A tiny bit of housekeeping to anyone that done this before, and you should see on your screen that little panel on the right hand side that allows you to ask questions and if you type questions and ask it, I will be able to see it.I will be able to ask Justin. We do we welcome any interruption that you want to give, and but were quite on time, so we're going to get started. So welcome to our Future search Beyond Keywords webinar. We're on Return on Digital.As you can see from the slides, the ones small words, you write it and if there if there is in cold places. We like to think that we've got really nice blended approach to search we don't have to live in silence anymore, come to think about much more about getting data, doing some cold stuff in building strong RY. So at that point, I am gonna hand over to Justin who'll introduce himself , and he'll run through some great, great concepts together and if we've got time, in the end, we'll just have a quick conversations about what's going on. Okay, Justin over here. -Hello everyone, just a quick quick bit about me... ah my name is Justin Butcher,I'm Head of Digital Marketing at Return of Digital . I head up the SEO, PPC and Social MediaTeam at Return. Ahh., I've been... for 4 years, and it's been a great 4 years, and I really love my job... ahm. I have a back ground in SEO, but I'm passionate about all aspects of Digital Marketing ... ahhm anyone who wants to follow me on twitter. Ahm, that's my twitter handles there. Ahm I'm usually twitting about digital marketing so if you like it then twit about something like that, but usually...in charge of the...though we couldn't get one minute without a football reference. Ahh, so this is what I'm gonna be talking about today. Ahh. First of all, I just want to put where we come from, put a little bit context on what I'm gonna be talking about so Google since 2010,and Caffeine update, and Panda Update, Penguin Update, and the history of not provided keyword data. Ahm. Some may know quite a lot about that. Ahm Some of you might not know about where we come from, so we thought couple of slides on that. 100% encrypted organic keyword data, and unfortunately Google decided to hide a lot of keyword data from us- and how does it changes . Oh. I'll be telling you that later. And what you can do about it. For now, in a short term and then a pretty major update has happened recently. It's the Google Hummingbirds engine,and I'll be giving an overview how that works. How it changes organic search and why I think your mindset should change a little bit moving forward, and then I'll go on to talk about the distant future, where Google wants to be and how they gonna get there. So, as I said,I 'm gonna start talking about some things that happened since 2010 which will put into context what I'm talking about later on. So in 2010, there was a significant change in the algorithm rolled out and it was called the Caffeine Update- the purpose of this was to enable larger and fresher pool of search results by optimizing the indexation process. Obviously Google needs to pool billions of documents everyday and they went about making a quicker process in serving fresher result to users. However, the problem that it caused was the Google index suddenly became flooded with whole load of low quality pages appearing in the search results. Ah.. So the response to that was, first of all, the Panda update and this was the response to low quality content, so as I've just said a load of low quality pages flooded the index and a lot of of sites were tried to manipulate , and Google's algorithm pulling lots of long tail traffic, and basically get a little bit sense money, and Google would lose credibility if it's search result get out of control in terms of bad quality. We need to do something about it. So what they did was ... ah.... They stopped content farms and manipulative practices and switch focus to unique contents. So a load of sites which seems low quality content was severely penalized by the Panel update. The other problem that Google had was a manipulative linking practices by notorious Penguin update was created and penalized sites which didn't, which they considered not deserving of ranking high in the search engine's because they were getting there by gaining links by such things as paid link networks and automated ahm articles-spinning tactics . And... basically some which they wanted to get rid out of that index is that so again this really affected quite a lot of sites and it started the trend towards content marketing as a method of acquiring links, more quality content being distributed. Now, not providing the keyword data, now. This was in October 2011, and Google started to withhold organic keyword data of people who were logged in Google accounts. The reason they give this was _ ahh...privacy reasons to protect the privacy of people who will authenticate their accounts at that time, ahh. And gradually ...ahhm... this... ahmmm....Not providing keyword data became large analysis. Example of one our clients and how they're not provided keywords data suddenly grown over the last few months. It is because in September 2013, ah...Google encrypted keyword data for all organic searches for moving forward you won't be able to get any keyword data at all and from people that click on organic searches result. So now ,I'm gonna talk more a little about that and obviously,it's been the biggest issue of our industry.Now we can't get the Keyword data. Ahm. It's an issue in terms of reporting how we can measure success of SEO campaign. It also hinders us quite a lot in terms of how we do keyword research now.... -....Sorry to interrupt Let's just run a quick poll on the call , and I'm gonna pop it out now, and has anyone on the call actually received a penalty as a result of the update? Click yes, click no and then it will all end and it's just interesting to find and get stuff to that's what I tell you about later.Okay I'm going to end that in one second. Just for the call,.....percent of the people who voted have actually a penalty ..... 29%,71% haven't. Three out of every ten people are suffering because of this. Sorry to interrupt you Justin . -Yeah, I mean the point to meet there was there were lots of affected sites. We got affected by, by Google basically moving the goal post, and it was a little bit traumatic for a lot of businesses and... so back to the not provided keywords data. It doesn't for now,on its own change how you the SEO is still has good quality onsite and content sound technical SEO's and load up to your domain with by distributing great content which gets your links domain authority.It doesn't change in the short term. So I'm gonna talk about a few thing you can do to gather keyword data and the process of doing it so.So you can use historical keyword data just because their encrypting keyword data from now on but it doesn't mean you can't get your previous keyword data and that all explains supplement of long term use and obviously you have new products and services overtime so you won't get the keyword data related to those things and from historical data. In addition, 15% of search queries have never been seen before. So if you can imagine that 15% of your search queries everyday and the only keyword that becomes less and less relevant is the market changes. Using PPC data, Yes. We recommend that you use PPC data...if you want to use PPC testing grounds and especially on the short term and use of search query data and it's very useful for SEO in terms of how you can see what people have actually typed in on the search and this is useful because you can see the kind of keyword, the relationship that you need to optimize the site for...It always seem that people who tend to click on PPC has always have the same behavior as people who take on organic search and this things and there is quite a lot of difference in the behaviors between people who tend to take on PPC and people who tend to take on SEOs and organic search and this things and so it's dangerous to achieve that conversions right that's going to be the same use the PPC data to get keywords variation succession so but don't be surprised, the conversion rights that you experience from the organic search on quite the same patent. And Google so provides a keyword data for our web master tools which you can link up to Google analytic account and this could be beneficial for judging organic performance our key word level in terms of click play rights. It's the only keyword level and organic data you're gonna get. We do recommend using it. However, that data only goes by 90 days and also there are quite a lot of people in the industry who doubt how accurate it is. Organic landing page data pretty useful and you can see the best and worst performing pages and so if you're going to analytic and get alarming page reports and then segment it to show only one page search traffic. You can see what pages are performing well, and that gives you an indication which content is doing so well for you and which content is not doing so well for you and if pages aren't performing very well, what you can do is to use Google Keyword Planner tool, and you can generate keyword ideas base on your page content of those landing pages, and maybe perform some on site optimization around different keyword to see if they work. Now I just talk about either. It's a kind of short term solution and something else has happened in the world of search on the last few months which I think would change the game quite a lot and it's called the Google Hummingbird. Some of you may have heard of it and what it is and it was announced on Google's 15th birthday on September and but they said when they announce it had been live for a month and no one industry had actually noticed and the reason why no one probably noticed it because they've already started encrypting all the organic search data and Google did not provide it keyword and out the percentage of your organic traffic it come through that ... so any fluctuations and in organic traffic you couldn't write down to particular keywords. Therefore, the effects of the Hummingbird engine being introduced will probably hidden by that and it is the beginning of a huge change on how Google does things. So this is how it works and it affects 90%of search queries according to Google which is quite a lot and it takes the query to spend time and tries to map user intent. So it's all about intent and context and the reason they've done this because it is bigger trend toward, and people using voice search for example and using more conversational and a long queries, and this search is also being generated on great, so they needed to improve it so this is the way of doing it, and what ts does is you type the query in, it goes into the Hummingbird engine and the query that they're trying gets the intent of that query, what you actually want and then translate that query into modified query then they throw that into the main algorithm and you get a search result based on the translated query and it modifies the query according to what it thinks the easy context is. Co- citation relationship-that's the relationships between different words. I'll explain that a bit a while more about that in a second, and also Google understands synonyms a lot more than it used to. So inside the query translator,looks at the user context and tries to determine and the intent of the query then translate it so it might look at things such as your location, the possible synonyms that exists or and previous search history even and it understands intent if the user uses words such as near so if you use near in a search query , it knows that you're looking for something around where you are at that time. They also understand things such as versus ,so if you say versus it might show pages related to..........This is an example of how it might change a query so this go at the top there asking where's the nearest pizza place? What the Hummingbird engine understands is that in this context place means restaurant and that due to the co-citation data that has so it knows that if the words pizza and place were in the same page, that is a very high probability that that's gonna be about the restaurant . So it modifies,also understands the nearest things you want somewhere near your current location. So if you're on a mobile,they know where you are and what they'll do is they'll translate the query into just pizza restaurant and so serves the nearest and restaurant to your current location.Also, there's a much better understanding of synonyms now so if you did search..... so for example car repair. In the past, it might have shown result that appears auto repair because the keyword is exactly the same.Google understands the word car so all the same thing. Another thing, and related to Hummingbird is that over the last years, 18 months, Google has been collecting lots of information, things,engines,entities, and this is known as the Knowledge graph so Hummingbird links to a Knowledge graph.In cases where Google has information to a particular entity and serve that result. They are result rather than other results as it used to and it does have underneath result and other pages related to the query. However, the Google own result from the knowledge graph takes a lot of space and at the top of the page, most people will just use Google's own information. So what does this all mean? It means Google making a big move towards understanding context and intent and will place less emphasis on the exact query typed in. So a shift away from the importance of keywords. The exact key words on the page will have decreasing relevance over time and this means you'll gonna have to optimize all types of intent. So that might be transnational intent,commercial intent, informational intent. You need to optimize all of those types on your site and all stages of the buying process as well. Our testing shows, actually , it is still on it's early stages and some other things which do Google says Hummingbirds can do testing of certain things.It doesn't seem to be working all that well on certain searches but obviously there's just low instead and it's gonna get otherwise overtime , and loss of keyword data as result of things being more about context would become less relevant and I think people are gonna stop judging this success of content rather than success of key words and leaving forward and again it's all about the type of query becoming less less important and introduction of Hummingbird and the loss of keyword data around the same time. . I don't think it's a coincidence at all. The intention of this is for Google is to try and change people's mindsets, so as Hummingbird is developed and Google understands context better. There will be a move from a keyword mindset to a context mindset and doing things differently if you want to win.So this section is all about where Google is going, where they're heading to, moving forward and the different emphasis is gonna be based on context keyword. So, Google have basically stated where they wanna be and Sergey Bin says " My vision when we started Google 15 years ago was that eventually you wouldn't have to have search query at all. You'd just have some information come to you as you needed it." Now , this is where Google is heading.What he's saying there they wanna be hundred percent about context and 0% about keyword. Therefore, I think we need to assume that everything that Google do from now on in terms of organic search would be to try and achieve this goal. So this is how a traditional search query model....pizza restaurant London and in back in the day, Google displayed results according to exact keywords being in key element such as title tags,on the onsite content, in links pointing to the page both external and internal links, order of search results shown would depend on strength of the domain and the strength of the page which would then it all depend on the quality and number of links. And pointing on the site from external domains, perhaps I think moving more towards is there is a thing query but now they use context they know that person searching for that is a mobile user in North Acton, London which happens to be where I'm from. In the new model, Google already knows the location of the user and that they are on a mobile device so knows that they will only want restaurant within a small radius of current location. Google serves results of the restaurants pizza restaurants to the user location, and so make it more useful to the user, it might serve result based in order of the best reviews. So Google understands entities such as reviews because of mark that tells Google pieces of review and the placing emphasis on looking at things at us. So for example if someone types any query and best pizza restaurant , Google knows the word best, the ones with the best reviews to show first, that's how I think how they gonna start showing the order of and particular and search results. What Google knows about you at the moment? It knows mobility so it can serve results nearest your current location,so it can work out when you're looking for something local and it knows your previous search behavior, it serves more relevant result according to what you know you like already and it knows for example people in you Google Plus Circle,their search behavior so can serve results that they know your friends like because they think you'll be more likely that you'd like those results too. So, I'm gonna talk about what Google's wants to know about you,and what are things they know about you. Use of data mobility because allows to serve better results so at the moment and they gotten like about activity recognition and feature which allows anyone writing an Android App to ask the phone whether the user's walking, on a bike or in a motorized vehicle , so this could be used to give user context to search. So for example, and if it's a restaurant search and they know you're in a car, they're gonna serve result which from a wider area if the user is in rather than on foot. So you're in a bike . Now, this has already started happening. Example from my phone and from Google Now which is something you get and by the full android phones and so Google Now search is to predictive entirely context based queries.So, every morning, before I leave to work, I get a message from Google Now telling me about the traffic and the current state of the traffic and give me real traffic info. It knows where I live and it knows what time I get to work everyday the same to when I leave work just before I only leave work, they send this message, and tell me whether the traffic is bad. How long does it take me to get home. The only thing is what haven't worked out is that I get to train so it isn't perfect but I expect this to improve as technology improves, and other things that they can do for example is,if they know it looks like you're in a hurry and you're near the station, it looks like you're heading towards the station. At that time you might normally and you're going home from work or something. They could send you a message when the train comes. Maybe ,if you gonna miss the train, maybe it will show you when the next train is. So this time just gonna continue. On this and it is an example of and how the importance of keyword, how I think is gonna diminish. If you got keywords just blue area, and the yellow orange, there is a context either time. That's how I think is gonna happen. It gonna get more information about your context keyword that you type is gonna be less and less important and until such a time has query less search. So let's be done..... -I mean some of the comments around, you know , obviously there are certain things happen when they choose the turn off location. -Right, and then they have less information on you and they'll have to rely on more on the keyword or other information that they've got about you. -Yeah,and then the other thing, we've had a a question from ... considering the kind of themes.. -Google themes, like its pulling more and more data making more and more decisions leaving left to chance, leaving less windows to people like us,to manipulate that system to get what we believe should be at the top, what they should think one on the top -So as SEO's Digital Marketing,what role we gonna have ?.... -Ask me again another question. I think it's gonna be , if you think about digital marketing as a whole and less about organic search.. that stands alone. I think , you'll gonna need to put more emphasis on being everywhere... some search to social media and paid, paid media. I think the emphasis is gonna be more on more than just digital marketing , rather than just organic search so and necessary influence organic search and say in particular ... if not gonna happen for you. Then, leaving the way to different sources. -Okay.I got two more quick polls to run. So we can hand you over this before I let you go.So first one is, of all the people on the call, how many of you have actually use the agent .... currently. -We've got about halfway there, -Okay then the last poll, the question I'm gonna ask which I think is this. This is the real killer question. For your agency, you en-houses all your self ,are you keeping current obviously change is coming at the massive velocity? Are you managing to keep are up, do you know what stuff do you put on in place to make sure that when the game changes you know about it in advance? -Because there's an agency we find that challenge to keep up obviously we have today but you know it's not just as easy as learning about something that's been the same that.. it changes on a daily basis. -That was interesting. That was 50/50. 50% of people vote they are, 50% of people vote they aren't. We've come a couple of minute over. I'm sure everyone in the call would me and say thank you very much to and Justin.... like listening to what he knows about digital,we're going to...., this has been recorded.We're gonna put a blog post up. We're gonna give you a link to get on our list.....next one.. Thank you Justin and everyone else. Have a fantastic day... Yesterday our Head of Digital Marketing, Justin Butcher, and CEO, Guy Levine, hosted a lunchtime webinar exploring the future of search marketing beyond keywords. After a historical overview of Google updates, Justin discussed in more detail the implications of encrypted keyword data and the recent Hummingbird update and how this effects SEO and PPC. The webinar also focused on Google’s movement towards queryless search and how context will gradually begin to take precedence over keywords in searches. If you were unable to view the webinar or if you would like to recap on the information shared you can view the recording above. If you have any comments or questions we'd love to hear from you - leave us a comment below or tweet us!