The Future of Search: Dispersed Citation & The Idea Graph

DISPERSED CITATION, THE IDEA GRAPH AND GOOGLE AUTHORSHIP: THE FUTURE OF SEARCH & SOCIAL

Links: portent.co/mktftr Twitter: @portentint

THE NEXT WEB

Ian Lurie @portentint ian@portent.com

THESE ARE THE LINKS

Links: portent.co/mktftr

HOW THIS WILL GO H

an

d-w

avy v

isio

ny-n

ess

Where we're atWhat's coming

How to prepareWhy you should

SOME NERDINESS MAY ENSUE

I’M NO GURU

TABLETS? THEY’LL NEVER SUCCEED

ian lurie, 2010

I STICK WITH 3-4 YEARS

WE CAN’T WAIT 10 YEARS

REDUCED CHANCE OF EMBARASSING

MYSELF

WHERE WE’RE AT NOW SEARCH = UTILITY

WHERE WE’RE AT NOW LINKS & WORDS

LINKS & WORDS

YOUR SITETHEIR SITE

YOUR GUEST POST

LINKS & WORDS

YOUR SITE

THEIR SITE

YOUR GUEST POST

NYT 10,000 +1s

@@$!@**&!)!@

GUEST POSTING

GUEST POSTING SUCKS “HOW MANY LINKS DO WE HAVE?”

GREETINGS OF THE DAY!

I AM FRED, SEO COPYWRITER…

BLOG POSTING

BLOG POSTING SUCKS “HOW MANY BLOG POSTS WILL I GET?”

You should definitely go watch a stock

car race. Just bring your umbrella and

your adult diapers.

i am so going to kick your

@ss

WHERE WE’RE AT NOW (NOT PROVIDED)

GOOGLE’S WAY OF SAYING

keyword stuff this.

GOOGLE’S WAY OF SAYING I’M NOT A TINFOIL HAT KINDA GUY

GOOGLE’S WAY OF SAYING

see how cute and helpful we are?

yaaaaaay. pure genius! Get me 1,000 shares

please, so that i may roll around in them

and bask in their glory!

REACTION WHEN YOU EXPLAIN PERSONALIZED SEARCH RESULTS

BOOOOOOOO. outrage! burn them at

the stake! pillage their evil corporate

empires!

REACTION WHEN YOU EXPLAIN HOW GOOGLE GETS PERSONALIZED RESULTS

too late, suckers.

we are outta here

nsa, anyone?

100

0

10

20

30

40

50

60

70

80

90

% 'n

ot

pro

vid

ed

'NOT PROVIDED OVER TIME

(NOT PROVIDED) WILL HIT >90% IN 2014

FUUUUUUUUUUUUUUUU….

RELAX

WHERE WE’RE GOING DISPERSED CITATION

DISPERSED CITATION =PAGERANK FOR REALITY

BUILDS AUTHORITY BASED ON CITATION AROUND THE WEB, LINKS OR NO LINKS. COLLECTS AND REDISTRIBUTES IT.

DISPERSED CITATION

DISPERSED CITATION

GOOGLE +

THE IDEA GRAPH

BUILT AROUND

MEASURED WITH

YOUR SITETHEIR SITE

GUEST POST

NYT 10,000 +1s

GOOGLE+ PROFILE

1: GOOGLE + AND AUTHORSHIP/SCHEMA

‘GOOGLE PLUS’ IS 2 THINGS

A PLATFORM A SOCIAL NETWORK

AS A SOCIAL NETWORK, GOOGLE+ WILL FAIL

whoa, there. if it doesn't send any

traffic, why should i care?

AS A SOCIAL MEDIA PLATFORM, GOOGLE+ WINS BIG

IT INTEGRATES EVERYWHERE

DO NOT RUN. WE ARE YOUR FRIENDS.

ALL MOBILE

I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS.

DO NOT RUN. WE ARE YOUR FRIENDS.

WILL GOOGLE ‘BEAT’ FACEBOOK? NO.

GOOGLE +1s

GOOGLE +1S that list of coolest ice cubes is awesome.

but how do we tell people?

give it a +1

HIGH CORRELATION TO RANKINGS

from moz.com

RESIST THE TEMPTATION

TO SPAM IT

RESIST THE TEMPTATION

TO SPAM IT

THERE’S ONLY ONE PLACE THAT LEADS

IT’S NOT A HAPPY PLACE

CORRELATION ≠ CAUSATION

THIS BOAT DIDN’T SINK BECAUSE IT HAD WINDOWS

STILL…

YOU NEED TO CAPITALIZE

BUILD YOUR SITE TO GET AND GET CREDIT FOR +1S

INCLUDE THE BUTTON

INCLUDE THE BUTTON

MAKE IT STICKY

DON’T MOVE STUFF AROUND

SET UP REL=PUBLISHER

LINK FROM YOUR G+ BRAND PAGE

<A HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER”>LINK HERE</A>!

LINK TO YOUR G+ BRAND PAGE

<LINK HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER” />!

or

or

NOT A PLUS 1 BADGE!

USE ARTICLE MARKUP PER SCHEMA.ORG

CHECK USING GOOGLE’S STRUCTURED DATA TESTING TOOL

IT AGGREGATES YOUR +1s

GUEST POST

LINKS +1s

REL=PUBLISHER

DISPERSED CITATION

GUEST POST

LINKS +1s

REL=PUBLISHER

ARTICLEARTICLE

GOOGLE+ PROFILE PAGES GOOGLE AUTHORSHIP

ONLY WORKS FOR INDIVIDUALS

YOUR SITE

THEIR SITE

YOUR GUEST POST

NYT 10,000 +1s

@@$!@**&!)!@

GUEST POST

LINKS +1s

AUTHORSHIP

GUEST POST

LINKS +1s

AUTHORSHIP

ARTICLE

GUEST POST

LINKS +1s

AUTHORSHIP

ARTICLEARTICLE

NAME = G+ PROFILE NAME BYLINE

<A HREF=“YOURGOOGLE+PAGE?REL=AUTHOR”>LINK HERE</A>!

LINK TO GOOGLE+ FROM EVERY PAGE…

1 SITE

GOOGLE+ PROFILE

Link from every piece you write

…OR TO A BIO PAGE THAT LINKS TO G+

1 SITE

GOOGLE+ PROFILE

Link from bio page

BIO PAGE

CLICK EDIT

ADD LINK

TEST USING STRUCTURED DATA TESTER

ALL DONE

DISPERSED CITATION

GUEST POST

LINKS

+1s

BRAND

PROFILE

PROFILE

WHY WOULDN’T GOOGLE AGGREGATE OTHER SIGNALS TO GOOGLE+ PROFILES?

GUEST POST

LINKS

+1s

REVIEWVIDEO

TIME IN STORE

BRAND

PROFILE

PROFILE

CAPITALIZE ON DISPERSED CITATION

CAPITALIZE ON DISPERSED CITATION IT’S GOOD ANYWAY

HEEYYYY! YOU BELIEVE IAN? HAVE I GOT A BUSINESS DEAL FOR

YOU!

WHY DISPERSED CITATION WILL STICK AROUND

BASIC RULES OF PRODUCTS/IDEAS THAT LAST

LIZARD BRAIN

good good good good good good good good

HATES BARRIERS TO ENTRY

eeeeek! Humans!!!!

CAT BRAIN

I'M COMFYI'M ANNOYED

PREPROGRAMMED ABILITY TO LEARN/FEEL

TOO MUCH OF THIS REQUIRED? YOU’LL FAIL.

LOW BARRIER TO ENTRY WORK ALONG EXISTING PATHWAYS LONG-TERM SATISFACTION, BUT NOT TOO MUCH LEARNING

TRENDS THAT STICK USUALLY HAVE…

GOOGLE+

LIZARD BRAIN: LOW BARRIER TO ENTRY FOR CONSUMERS

GOT GMAIL? YOU CAN +1

yeah, baby.

CAT BRAIN: WARM TINGLIES

i actually kick puppies

in my dreams

FANCY BRAIN: BUILDING SOMETHING

FANCY BRAIN: ENHANCES USE OF ALL GOOGLE PROPERTIES

BUT DOESN’T REQUIRE MUCH LEARNING

I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS.

DO NOT RUN. WE ARE YOUR FRIENDS.

DISPERSED CITATION

LIZARD BRAIN: 90% OF WHAT GOOGLE NEEDS, THEY HAVE

MAPS TO WHAT PEOPLE DO IN DAY-TO-DAY LIFE

FANCY BRAIN: PASSIVE & AMBIENT

FANCY BRAIN: EASILY EMBEDDED

FANCY BRAIN: EASILY UBIQUITOUS

you're at mcdonalds right now. that's all your points

for the day.

#*!$%&^!@#

@PORTENTINT IAN@PORTENT.COM

PORTENT.CO/sigannt

COMMENCE HECKLING

hey, this is your cell

phone. it looks like you're in the bathroom

right now. need anything?

STRONG EVIDENCE GOOGLE’S ALREADY GOING IN THIS DIRECTION

EVIDENCE IT’S ALREADY IN USE

from moz.com

BUT…

…OK, HERE’S MORE

NOW

KNOWLEDGE GRAPH

IN-DEPTH ARTICLES

ALL OF THESE MOVE AWAY FROM LINKS & WORDS

DISPERSED CITATION

WE NEED A NEW WAY TO MEASURE

DISPERSED CITATION

GOOGLE +

THE IDEA GRAPH

BUILT AROUND

MEASURED WITH

DISPERSED CITATION MEASURES IDEAS BASED ON

REAL, IMPLIED RELATIONSHIPS

TELEPATHY NOT REQUIRED

PEOPLE WHO LIKE POSTS BY SAMSUNG ALSO LIKE POSTS BY…

Disneyland

Dr. Pepper

Subway Samsung Mobile

Angry Birds

Cool cars

Subway

people who like both

Samsung

LESS NERDY WAYS TO DO THE SAME THING

SORTA RANDOM

FACEBOOK AD PLANNER

THE IDEA GRAPH CAN DRIVE CONTENT

ANGRY BIRD STRATEGIES FOR SAMSUNG MOBILE USERS

THE IDEA GRAPH CAN DRIVE AD TARGETING

TEST ADS TARGETING THEM

THE IDEA GRAPH CAN DRIVE KEYWORD ANALYSIS

Which phrases do these people like most often?

Disneyland

Dr. Pepper

Subway Samsung Mobile

Angry Birds

What do they care about?

Disneyland

Dr. Pepper

Subway Samsung Mobile

Angry Birds

WHY DO IT?

WHY DO IT?

WHY NOT?!!!

OPTIMIZING FOR DISPERSED CITATION OPTIMIZING FOR SEARCH

=

IDEA GRAPH = GOOD MARKETING

INDEPENDENCE FROM SINGLE-SOURCE DATA

FUTURE-PROOF MARKETING

yesssss.

OTHER PRESENTATIONS I’VE DONE CHECK ‘EM OUT