how semantic search drives trust and creates authority
DESCRIPTION
Semantic search bridges the online and offline worlds by mapping the connectivity of our relationships and their impact and ascribing a value score to the connection. The result is that human qualities such as trust, authority and reputation now begin to matter as they help increase visibility in search.TRANSCRIPT
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HOW SEMANTIC SEARCH DRIVES TRUST AND CREATES
AUTHORITYDavid Amerland
http://davidamerland.comPresented at Technical Business
Groups (TBC) conference
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Search used to be like this:
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Which means the web used to be like this:
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When everything is compartmentalized it
becomes difficult to understand what things really
mean or how true they are.
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Websites come and go
Say “goodbye” to evil:
And“Hello” to friendly:
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Welcome
And anyone can be anyone…
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Semantic Search finds and joins the dots of our digital life
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Fleshing out the “who” from the “what”:
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TRUST
AND JUST “LIKE THAT” SCORES DETERMINED BY ALGORITHMS AND HUMAN QUALITIES BEGIN TO OVERLAP
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BUILDING TRUSTThe trust growth curve
Assessment
Connection
ContactPerception
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What does it take?
Communication
Connectivity
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Time spent building online relationships
Amou
nt o
f Dat
a th
at y
ou p
rodu
ce
Trust
Authority
Semantic Search Demands
Reputation
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Becoming an “Authority” requires:
• Identity• Conversations• Sharing• Presence• Relationships• Reputation• Communities/groups
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It all comes together in the Knowledge Graph
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When search only looked at code it was easy to keep online and offline activities separate.
Online Pressing Requirement: Clean code and smooth browsing experience
Offline Pressing Requirement: increase profits at any cost.
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Now our professional connections define who we are:
Source: LinkedIn
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The Online and Offline worlds are converging through our devices
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By bridging the online and offline worlds semantic search makes everything we do matter.
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Resources
• <Google Semantic Search><http://goo.gl/wcL9fS>
• <Google+ Hangouts for Business>http://goo.gl/AVWmEh
• http://davidamerland.com