Ian Lurie, CEO of Portent Predicting Search and Social Five years from now, regardless of how search and social media are delivered, the way engines analyze and rank content will be very different. Get Ian’s best guess about the future of social media and search.

2. SIGNS & PORTENTS
PREDICTING SEARCH & SOCIAL 2017

3. THE LINKS
portent.co/signsportents
Yes, just like this.

4. ME
IAN LURIE
CEO, PORTENT
PORTENT.COM
@PORTENTINT

5. DISCLAIMER

6. “iPads are overrated”
Ian Lurie, 2010

7. NOTHING’S GOING TO DIE

8. 4 TRENDS
4 PRIORITIES

9. 4 TRENDS
UBIQUITOUS SEARCH
EMBEDDED SEARCH
NO MORE SHORT CUTS
PRIVACY INSANITY

10. 4 PRIORITIES
100% DISCOVERABILITY
LATENT AVAILABILITY
START MARKETING
FIND NEW METRICS

11. REALITIES

12. SEARCH = UTILITY

13. SOCIAL= GATHERING PLACE
whoaaaaaa...
check out frank's
update

14. SEARCH WILL STILL DOMINATE
100%
91%
80%
66%
60%
40%
Search
20% Social
0%
2002 2004 2006 2008 2010 2012
From http://pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx

15. hehe. hi. um.

16. TREND 1
UBIQUITOUS SEARCH & SOCIAL

17. 500 DEVICES
Image from Wikipedia

18. 500 DEVICES

19. 500 DEVICES

20. 3200 SCREEN SIZES

21. MORE PLATFORMS

22. is it getting
crowded in here? or
is it just me...?

23. PRIORITY 1
100% DISCOVERABILITY

24. BE PRESENT ON GOOGLE+

25. BE ‘ON’ ON FACEBOOK

26. HAVE A CLEAN SITE
DUPLICATION
RESPONSE CODES
SCHEMA.ORG

27. BUILD RESPONSIVE

28. TWITTER BOOTSTRAP
BLUEPRINT

29. 5
Facebook
search?
really?

32. PRIORITY 1.5

33. IGNORE THE SQUIRREL
SORRY, BUT I NEED
PROOF THAT NEW
FEATURE WILL REALLY
HELP ME.
sniff

34. NAAAAH.
go for it!
jump!

35. TREND 2
EMBEDDED SEARCH & SOCIAL

36. 4
look ma, no
hands!
Image from Wikipedia

37. look ma, no
hands!

38. 4

39. NOW

42. NEAR
FIELD
CONNECT OFF AND ONLINE
COMMUNICATIONS

43. NFC TAG
MORE INFO
REQUEST REGISTER

44. APPLE PASSPORT

45. Enter store
Coupon detected
Redeem at checkout

46. 6
6
NO ACTION REQUIRED
#*!$%&^!@#
you're at
mcdonalds right now.
that's all your points
for the day.

47. 6
hey,
this is your cell
phone. it looks like
you're in the bathroom
right now. need
NO ACTION REQUIRED
anything?

48. PRIORITY 2
LATENT AVAILABILITY

49. TAG FOR LOCAL

50. GEOTAG PHOTOS
OWN YOUR LOCAL LISTINGS
USE SCHEMA PLACE STANDARD

51. CONNECT OFF AND ONLINE

52. SET UP WIFI

53. SEARCH & SOCIAL =
ARCHITECTURE, NOT DESIGN

54. TREND 3
NO MORE SHORTCUTS

55. THE EXPEDIENCY BUBBLE POPS
over… inflated...

56. ow

57. ANGRY GOOGLE

58. 9
ME
SMASH!!!

59. PUZZLED FACEBOOK

60. why am i only worth
$56 billion?*
*Current market capitalization on 10/29/2012

61. SEARCH WANTS TO KNOW
WHERE & WHEN WE GATHER

62. SOCIAL WANTS TO KNOW
WHAT WE SEARCH FOR

63. BLENDING SOCIAL/SEARCH

64. ALGORITHMIC COMPLEXITY

65. PRIORITY 3
START MARKETING

66. DO NOT POKE THE
LARGE ANGRY
ANIMALS

67. LINK BUYING
KEYWORD STUFFING
CLOAKING
BUYING LIKES
FAKE ACCOUNTS
PROXY STUMBLING

68. DO WHAT CUSTOMER
EXPERIENCE DEMANDS

69. NEVER DO ANYTHING JUST
FOR SEARCH RANKINGS

70. NEVER DO ANYTHING JUST
TO BUILD FOLLOWERS

71. BE WHERE QUESTIONS ARE ASKED

72. LINKEDIN
ANSWERS

73. STACK
EXCHANGE

74. KNOW THE QUESTIONS

75. GOOGLE
SUGGEST

76. UBERSUGGEST

77. AUTHORITY, LINKS
GREAT CONTENT
ARE OUTCOMES

78. AUTHORITY, LINKS
GREAT CONTENT
ARE OUTCOMES.
NOT TACTICS.

79. TREND 4
PRIVACY INSANITY

80. too late, suckers.
we are outta here

81. HATE PERSONALIZATION
BOOOOOOOO.
outrage! burn them at
the stake! pillage their
evil corporate
empires!

82. BUT LOVE THE RESULTS
yaaaaaay.
pure genius! Get
me 1,000 shares
please, so that i may
roll around in them
and bask in their
glory!

83. PRIORITY 4
FIND NEW METRICS

84. LOCATION
DEVICE
PLATFORM
SESSION BEHAVIOR

85. GROW THE OPT-IN HOUSE LIST

86. COMPLY WITH EU COOKIE LAWS

87. COMPLY WITH EU COOKIE LAWS

88. CONNECT THE DATA DOTS

90. THE WRAPUP

91. 4 TRENDS
UBIQUITOUS SEARCH
EMBEDDED SEARCH
NO MORE SHORT CUTS
PRIVACY INSANITY

92. 4 PRIORITIES
100% DISCOVERABILITY
LATENT AVAILABILITY
START MARKETING
FIND NEW METRICS

93. (AND WE’LL KEEP PREDICTING)

94. SEARCH & SOCIAL
ARE ENTERING THEIR
GOLDEN AGE

95. portent.co/signsportents
@portentint
ian@portent.com