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The New Way Google Understands the World #Turingfest 2018
- 1. The New Way Google Understands the World: Cindy Krum, CEO of MobileMoxie #Turingfest
- 2. GOOGLE IS CHANGING & MOST MARKETERS ARE MISSING THE POINT! @SUZZICKS
- 6. Mobile Sear… Desktop SEARCH DEVICE Search w/ Clicks Zero-Click Searches MOBILE SEARCH BEHAVIOR @SUZZICKS
- 7. THE TOP OF THE FOLD IS DOMINATED BY: MAP PACKS @SUZZICKS
- 8. THE TOP OF THE FOLD IS DOMINATED BY: BUSINESS SINGLES @SUZZICKS
- 9. THE TOP OF THE FOLD IS DOMINATED BY: VIDEOS @SUZZICKS
- 10. THE TOP OF THE FOLD IS DOMINATED BY: CURATED LISTS @SUZZICKS
- 11. THE TOP OF THE FOLD IS DOMINATED BY: KNOWLEDGE GRAPH @SUZZICKS
- 12. THE TOP OF THE FOLD IS DOMINATED BY: TOPIC CAROUSELS @SUZZICKS
- 13. THE TOP OF THE FOLD IS DOMINATED BY: ANSWERS @SUZZICKS
- 14. 35% 55% 60% 35% 55% 60% 65% 75% 85% 65% 75% 85% 2016 2017 2018 Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers ANSWERS & KNOWLEDGE GRAPH DOMINATE MOBILE &VOICE SEARCH @Suzzicks
- 15. @SUZZICKS
- 17. @SUZZICKS TO PREDICT GOOGLE’S PLANS, YOU HAVE TO THINK ABOUT THEIR MOTIVATION
- 18. GOOGLE GOAL IS TO ‘ORGANIZE THE WORLD’S INFORMATION’ – NOT JUSTTHE WORLD’S WEBSITES-?!#?! 90% of the World’s InformationWas Created in the past 2 years
- 20. GOOGLE WANTS TO RANK MORE THAN JUST WEBSITES DatabaseVideo Native Apps PWAs SMSAnswer Maps Instant Apps Audio Business ActionsAMP IoT Action App Deep Link Utility MusicPhoto Reviews Docs Email Contact
- 21. GOOGLE WANTS TO INDEX MORE THAN JUST WEBSITES DatabaseVideo Native Apps PWAs SMSAnswer Maps Instant Apps Audio Business ActionsAMP IoT Action App Deep Link Utility MusicPhoto Reviews Docs Email Contact These Things Don’t All Have URLS & Can’t All be Crawled!
- 24. @SUZZICKS
- 25. @SUZZICKS GOOGLE HAS A NEW ORGANIZATIONAL METHODOLOGY
- 27. @SUZZICKS AT THE CENTER OF THE CHANGE IS THE CONCEPT OF ‘ENTITIES’
- 30. THESE ARE NON-DOMAIN ENTITIES (AND THERE ARE LOTS OF OTHERS) @SUZZICKS
- 31. @SUZZICKS ‘ENTITIES’ MAKE GOOGLE’S JOB EASIER BECAUSE THEY ARE LANGUAGE AGNOSTIC
- 33. GOOGLE CARES ABOUT LANGUAGE MORE THAN YOU THINK!
- 35. NO ONE WANTS A LONG LISTS OF LINKS INVOICE SEARCH @SUZZICKS
- 36. @SUZZICKS
- 37. @SUZZICKS
- 45. BUT WITH UNDERSTANDING, WEBSITE RESULTS ARE OPTIONAL Keyword Search Result Entity Search Result @SUZZICKS
- 46. ENTITIESARETHE SHORTCUTTO BUILDINGAI FOR CONVERSATIONAL SEARCH @SUZZICKS Nice theory but how do we know it’s right?
- 49. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API & TOOL
- 50. THE CLOUD NATURAL LANGUAGE API IS A MAJOR FOCUS OF GOOGLE GROWTH 10 32 NEXTYEARNOW LANGUAGES LANGUAGES
- 54. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon GOOGLE ‘POSTS’ REPLACESTHE NEED FOR SOME WEBSITES IT BECOMESTHE TRANSACTION LAYER OFTHE INTERNET
- 55. Knowledge Graph EntitySmall Business Entity CLAIMYOUR PERSONAL ENTITY OR THE ENTITY OF A BRANDYOU MANAGE MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
- 57. @SUZZICKS ‘ENTITIES’ LET GOOGLE BE THE PRESENTATION LAYER OFTHE INTERNET
- 58. Disambiguation ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
- 59. Disambiguation Link to Knowledge Graph Entity ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
- 60. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
- 61. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification Top Entity Domain ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
- 62. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon WE’RE USEDTO KNOWLEDGE GRAPH SHOWING OFFICIAL DOMAINS Entity with Parsed Info & Link toWeb Page Entity with Parsed Info & Links toWeb Pages MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
- 63. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon Entity with Link to Web PageEntity with Links to Web Pages MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
- 64. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon GOOGLE PREFERSTO RANK IT’S ENTITY INFORMATION FOR QUERIES INCLUDINGWEB LINKSWITHINTHE ENTITY
- 65. Branded Map Pack MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
- 66. Google Shopping ActionBranded Map Pack MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
- 67. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com
- 68. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com/MozCon
- 70. Search My Cloud My LocationsSearch My Activity
- 77. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW NON-WEBSITE CONTENTTO BE INDEXED ALONGWITHWEBSITES
- 78. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW DEVICE CONTEXTTO DRIVE RELEVANCE
- 80. PERSONALIZED EXPERIENCES ARE MUCH EASIER TO MONETIZE
- 81. PERSONALIZED EXPERIENCES ARE MUCH EASIER TO MONETIZE …WITH HIGHER MARGINS
- 88. WHAT TO EXPECT FROM GOOGLE Relational Categories & Filters Everywhere More Focus on Non-Website Assets Focus on Brand Entities
- 89. HOW TO PREPARE & RESPOND @SUZZICKS Test Text Content for Entity Classification & Understanding Build-Out Google Entities:GMB Pages,G+ Brand Pages,Knowledge Graph,Etc. Optimize/ Creating Non- Domain Entity Content.
- 90. REMEMBER: GOOGLE BUZZWORDS Mobile First AI First @SUZZICKS Voice First
- 91. REMEMBER: GOOGLE BUZZWORDS Mobile First AI First @SUZZICKS Voice First All Essentially the SameThing
- 93. • Top iOS & Android Phones different Phones • Mobile Search Results for ANY LOCATION IN THE WORLD • Localized SERPS for one Keyword on up to 100 Addresses at aTime • PROMO CODE: turingfest --WE HAVETOOLS-- 1 MONTH FREE @SUZZICKS PROMO CODE: turingfest
- 94. THANKS!MobileMoxie Search Simulator lets you see Mobile SERPS in any country or language, from any address in the world! https://MobileMoxie.com/registration/ Promo Code: turingfest for 30 Days Free
Notas del editor
- MTV, VH1, Nick & Nick Jr, Comedy Central, Daily Show, ABC, TWC, CNN, Target, eBay, TripAdvisor, Kayak Etc. Big companies move slow, so they have to plan their changes way in advance – They have to see the future.
- Mobile is More than Half the Searches 3/5 Mobile Searches Result in no Clicks at all
- By 2020 Google predicts that we will have more conversations with a Digital Assistant than our spouses.
- Indexable Information is Growing at an Increasing Rate Serve User Needs Serve Business Needs – so that they can stay in business
- https://goo.gl/images/5jU7w2
- Websites Are Not The Only Answer
- Websites Are Not The Only Answer
- http://pleasegoandblogoff.blogspot.com/2011/05/ze-spider-ist-tired.html
- http://pleasegoandblogoff.blogspot.com/2011/05/ze-spider-ist-tired.html
- The word ‘index’ has been around forever, and it is all about organizing data. There are a lot of different kinds of indexes – White pages are indexed based on people’s last names, yellow pages are indexed based on company names. The dewy decimal system is an index for books – The books hidden in most of the slides in this presentation are to remind you of this! A search engine is essentially one big index of possible search results. If content is not in their index, it won’t rank in their search engine. In SEO, Indexing is more fundamental and primary than ranking. It is about how the information they have is stored and organized. http://competitions.houseofillustration.org.uk/book-illustration-competition-2016/
- http://pleasegoandblogoff.blogspot.com/2011/05/ze-spider-ist-tired.html
- http://pleasegoandblogoff.blogspot.com/2011/05/ze-spider-ist-tired.html
- Entities are more stable than websites, domains or links. They have predictable relationships that can be programmed in, and saved without major effort or the need for much ongoing upkeep.
- These have numeric Entity ID’s So that they can be ordered and indexed
- Entity ID’s are Numeric because Numbers are language agnostic – Blue Chair is likely 2 entities – a color that describes a thing – 2 separate entity ID’s in the query
- It is not just because Google Home & Google Assistant need to Listen to you. It is because they Need to Understand you.
- https://goo.gl/images/5jU7w2
- Understanding is something that machines don’t do Natively. Google uses Machine Learning to build out their ‘understanding’ of the world.
- But Google has historically always been best in English, because it was built in English, by people who speak English, and English is a widely spoken language, so it provided lots of training data.
- But since Google didn’t have an organized framework, it couldn’t turn the understanding it had into intelligence that worked great outside of Entlish.
- It wasn’t real understanding. It was fake.
- They were crawling and indexing the web one language at a time, and learning every language and keyword relationship separately, one at a time. It was very in-efficient – especially for small languages, where its machine learning systems couldn’t get as much feedback from users as quickly.
- This is not the way to go. It is silly, and it is not true intelligence or understanding.
- Google needed to be able to leverage the intelligence it had in English, and apply it to the other languages so that it was really ‘understanding’. They needed to use their core understanding first, and let language apply to the base understanding, rather than basing everything on individual linguistic understanding. You can think of like a human that can learn about the world in one language, then learn new languages after that. The understanding of the world and the relationship of things does not have to start from zero.
- Google needed to be able to leverage the intelligence it had in English, and apply it to the other languages so that it was really ‘understanding’. They needed to use their core understanding first, and let language apply to the base understanding, rather than basing everything on individual linguistic understanding. You can think of like a human that can learn about the world in one language, then learn new languages after that. The understanding of the world and the relationship of things does not have to start from zero.
- Keyword Search Results Come From Websites because keywords are based in language
- New search results don’t always have to show websites, because they are based on UNDERSTANDING.
- Language is Confusing
- Language is Confusing
- Language is Confusing
- Google Posts Creates an Interactive Knowledge Graph Result for Small Businesses
- http://pleasegoandblogoff.blogspot.com/2011/05/ze-spider-ist-tired.html
- Now Individual Web Pages & Parsed Information are being Incorporated into Entities, Instead of the Other Way Around!
- Google Posts Creates an Interactive Knowledge Graph Result for Small Businesses
- David Mihm ~Google wants to be the Transaction Layer of the Internet – At Least for Small Business
- David Mihm ~Google wants to be the Transaction Layer of the Internet – At Least for Small Business – Google Shopping Actions – Google Splits the profit of all sales, but the increase in the shopping cart value is about 30%.
- Knowledge Graph Entities are Plausible Voice Results
- Knowledge Graph Entities are Plausible Voice Results Google Understands them!
- Businesses
- People
- Events
- Songs
- Books
- Video
- & Monitor Brand Interaction & Entity Understanding
- Voice First – mouses and keyboards are so’5 minutes ago. Get with the program! http://bigpreviews.123rf.com/images/branche/branche1411/branche141100012/34063599-Airplane-mode-flight-mode-Stock-Vector.jpg
- Voice First – mouses and keyboards are so’5 minutes ago. Get with the program! http://bigpreviews.123rf.com/images/branche/branche1411/branche141100012/34063599-Airplane-mode-flight-mode-Stock-Vector.jpg
- Algorithm developers intentionally look for places where algorithms are un-necessarily complex, to achieve the result, when something much less complex would generated only a slightly worse result – they often do that. There is a cost benefit analysis to the computational and maintenance power of complexity.