This document summarizes Rhea Drysdale's Masters Kick Off presentation on the future of search and digital marketing. It discusses trends like the growth of time spent on social media apps, increasing amount of online content published daily, and the high volume of searches Google now handles. It also reviews various Google algorithm updates and the company's focus on machine learning. The presentation emphasizes studying human behavior to understand search and recommends optimizing for "chips" or suggestions since they reflect human choice. Emerging technologies like instant articles, Google Home and Pokémon Go are also mentioned.

1. Masters Kick Off
Rhea Drysdale | Oct. 10th 2016
#Pubcon @Rhea @OutspokenMedia

2. #Pubcon @Rhea
@OutspokenM

3. #Pubcon @Rhea 3

5. “People spend more than 50
minutes a day across
Facebook's suite of apps.”
http://www.businessinsider.com/how-much-time-do-people-spend-on-facebook-per-day-2016-4
#Pubcon @Rhea 5

6. Buzzfeed averages
200+ pieces of published
content per day
http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-
day/483845/
#Pubcon @Rhea 6

7. http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-
newspapers-publish-per-day/483845/
#Pubcon @Rhea 7

8. “Google now handles
more than 2 trillion
searches per year.”
http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
#Pubcon @Rhea 8

9. FLORIDA
November 16, 2003
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10. UNIVERSAL
SEARCH
May 2007
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Before
After

11. CAFFEINE
June 8, 2010
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and

12. #Pubcon @Rhea 12

13. PENGUIN
April 2012
#Pubcon @Rhea 13
Here are dates of all Penguin
releases:
- Penguin 1.0 on April 24, 2012
(impacting ~3.1% of queries)
- Penguin 1.1 on May 26, 2012
(impacting less than 0.1%)
- Penguin 1.2 on October 5, 2012
(impacting ~0.3% of queries)
- Penguin 2.0 on May 22, 2013
(impacting 2.3% of queries)
- Penguin 2.1 on Oct. 4, 2013 (impacting
around 1% of queries)
- Penguin 3.0 on October 17, 2014
(impacting around 1% of queries)

14. PENGUIN 4.0
RELEASED & LIVE IN
THE ALGORITHM
#Pubcon @Rhea 14

15. RankBrain
October 2015
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User Experience Matters:
- Designed to fill gaps around ambiguous
or never seen searches. The user
experience with the SERP is then used to
test and readjust future probabilities.
Content Matters (even more):
- Google is moving beyond looking at
keywords and what surrounds them to
determine relevance for a query. They
want the machine to understand the
content and the searcher’s intent.

16. https://backchannel.
com/how-google-is-
remaking-itself-as-
a-machine-learning-
first-company-
ada63defcb70#.9g9
l9wavu

18. “7% of employees said they
thought their agency was
exceeding their client’s
expectations for digital work.”
- State of Advertising Talent Report from Smith & Beta
http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099

20. Search has grown beyond
tactical manipulation of a
rudimentary algorithm into
personalized, predictive
technology we carry with us to
the bathroom.

21. LEADERSHIP
DECISIONS
POINTS OF
DIFFERENTIATIO
N
BRAND
POSITIONING
MARKETING
STRATEGY
CONTENT
STRATEGY
INFORMATION
ARCHITECTURE
Human behavior is the key to:
21

22. YOU CAN LOOK INTO THE FUTURE!
You can understand the
future of search by looking
at human behavior.
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23. Applying this to
RankBrain
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24. How big is an eggplant?
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26. #Pubcon @Rhea 26

27. Personalization
Location
Social
network
Search
history

28. 4 types of search
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29. Informational
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30. Navigational
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31. Transactional
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32. Answer
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33. Let’s break this stuff down
to simple terms…
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34. WHAT DO YOU LIKE?
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36. You love to read
news on your phone.
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37. You hate waiting.
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38. #Pubcon @Rhea 38

39. #Pubcon @Rhea 39
FACEBOOK
INSTANT
ARTICLES
May 12, 2015
https://instantarticles.fb.com/

40. AMP
October 7, 2015
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41. PODIUM
Publish on Google
https://posts.withgoogle.com/
#Pubcon @Rhea 41

42. You hate annoying things.
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43. #Pubcon @Rhea 43

44. You love getting help
& emoji!
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49. Google’s
Pixel Phone
https://www.cnet.com/
news/google-phone-
pixel-xl-price-iphone/

50. Google Home
vs
Amazon Echo
#Pubcon @Rhea 50

51. “The idea is that assistant
should really be bound to you
and not to a device and it should
really transcend the hardware
and follow you around,”
Vlad Sejnoha, chief technology officer of Nuance
https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/
#Pubcon @Rhea 51

52. “It handles the discoverability problem
by being super-chatty. With any
incoming message it suggests replies,
links, or actions based on the context of
your conversation. Google calls them
“suggestion chips.”
https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/
#Pubcon @Rhea 52

53. ‘…but the limits of human
cognition. Answering even a
simple question like, “what are
the closest coffee shops to me”
becomes a challenging interface
problem.’
https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/
#Pubcon @Rhea 53

54. It’s the year of the chip!
#Pubcon @Rhea 54

55. Chips represent
complex entities
such as a photo,
text, rules, an
icon, or a
contact.
https://material.google.com/comp
onents/chips.html#chips-specs
#Pubcon @Rhea 55

56. #Pubcon @Rhea 56

57. You should be optimizing for
“chips,” because chips =
human behavior & choice.
#Pubcon @Rhea 57

58. What else did you
love in 2016?
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59. #Pubcon @Rhea 59

60. #Pubcon @Rhea 60

61. And then the world went
absolutely insane…
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62. Pokémon Go
#Pubcon @Rhea 62

63. #Pubcon @Rhea 63

65. https://cloudplatform.googleblog.com/2016/09/bringing-Pokemon-GO-to-life-on-Google-
Cloud.html
#Pubcon @Rhea 65

66. “…designed for planetary-
scale…”
https://techcrunch.com/2016/09/29/googles-cloud-machine-learning-service-is-now-in-public-beta/
#Pubcon @Rhea 66

67. SEO isn’t dead. It’s
turned into digital
ethology. Study human
behavior and you’ll
“win.”
#Pubcon @Rhea 67
http://www.slideshare.net/rdrysdale/applying-digital-ethology-to-content-strategy

68. #Pubcon @Rhea 68

69. Say hello!
t: @Rhea
e: rhea@outspokenmedia.com