a guide to google: down under edition
TRANSCRIPT
A GUIDE TO GOOGLE DOWN UNDER EDITION D R . P E T E M E Y E R S • M A R K E T I N G S C I E N T I S T • M O Z
FIRST, AN OVERDUE APOLOGY
1970 THE BEGINNING
FIRST, AN OVERDUE APOLOGY
1970
1980 THE TEEN YEARS
FIRST, AN OVERDUE APOLOGY
1970
1980 1986
AS LONG AS I’M APOLOGIZING…
AS LONG AS I’M APOLOGIZING…
US GOOGLE.COM CHICAGO HARTFORD PORTLAND JACKSONVILLE SAN DIEGO
AU/US GOOGLE.COM.AU PERTH DARWIN CAIRN NEWCASTLE ADELEIDE
AU/AU GOOGLE.COM.AU PERTH DARWIN CAIRN NEWCASTLE ADELEIDE
TEN BLUE LINKS THE PAST IS GONE
REMEMBER TEN LINKS?
TIMES HAVE CHANGED
… AND KEEP CHANGING
SIA LATER, ORGANIC
US/AU FACE-OFF THE FEATURE GRAPH
IMAGE BOX RESULTS
IMAGE RESULTS US VS AU
IN THE NEWS RESULTS
IN THE NEWS US VS AU
IN-DEPTH ARTICLES
IN-DEPTH ARTICLES US VS AU
VERTICALS EAT SPACE
VERTICALS EAT SPACE
AU SEARCHES WITH VERTICALS
NEWS RESULTS IMAGE RESULTS IN-DEPTH ARTICLES
KNOWLEDGE GRAPH
KNOWLEDGE GRAPH US VS AU
MAYBE WE’RE NOT CRAZY?
Google won’t say officially what percentage of queries evoke a Knowledge Graph answer but appears comfortable with a ballpark estimate of about 25%. -- Steven Levy
OLD ANSWER BOXES
ALL ANSWER BOXES US VS AU
NEW ANSWER BOXES
NEW ANSWER BOXES US VS AU
ADDING IN KNOWLEDGE GRAPH
KNOWLEDGE PANELS ANSWER BOX V1.0 ANSWER BOX V2.0 VERTICALS
VIDEO THUMBNAILS
VIDEO THUMBNAILS US VS AU
MEGA-VIDEO ONE-BOX
MEGA-VIDEOS US VS AU
REVIEWS & STARS
REVIEW STARS US VS AU
EXPANDED SITELINKS
SITELINKS US VS AU
ADDING IN ENHANCEMENTS
VIDEO THUMBNAILS MEGA-VIDEOS REVIEW STARS EXPANDED SITELINKS KNOWLEDGE GRAPH VERTICALS
LOCAL PACK RESULTS
LOCAL PACKS US VS AU
LOCAL ONE-BOXES
LOCAL 1-BOX US VS AU
LOCAL SNACK PACKS
LOCAL SNACK PACKS
SNACK PACKS US VS AU
ADDING IN LOCAL ENTITIES
LOCAL PACKS LOCAL 1-BOXES SNACK PACKS ENHANCEMENTS KNOWLEDGE GRAPH VERTICALS
PAID SHOPPING ADS
PAID SHOPPING US VS AU
ADDING IN SHOPPING + ADS
PAID SHOPPING ADWORDS ADS LOCAL ENTITIES ENHANCEMENTS KNOWLEDGE GRAPH VERTICALS
KNOWLEDGE GRAPH IN SEARCH OF ANSWERS
GOOGLE ANSWERS 1.0
GOOGLE ANSWERS 1.0
ENDLESS ANSWERS?
HUMAN-EDITED DATA
WE TRIED
THIS ONCE
BEFORE…
GOOGLE ANSWERS 2.0
A WEB OF ANSWERS
IS IT A CONSPIRACY?
VARIETY OF FORMATS
ANSWERS IN TABLES
ANSWERS IN LISTS
BUILT ON YOUR DATA
ANSWERS IN PACKS *
IN T
ESTI
NG*
CURATED KNOWLEDGE *
IN U
S NO
W*
KNOWEDGE ADS IN SEARCH OF CASH
PAID HOTEL LISTINGS
CLICKS TO BOOKINGS
DIRECT SERP BOOKING
PAID PRODUCT ADS
PAID ONLINE MOVIES *
IN U
S NO
W*
PAID ONLINE MUSIC *
IN U
S NO
W*
GOOGLE PLAY LYRICS *
IN U
S NO
W*
PAID MUSIC, PART 2
MOBILE FIRST! REALITY OR HYPE?
THE SKY IS FALLING!!
THE WORLD
RUSHED TO
MEET THE
DEADLINE…
MOBILEGEDDON FELL SHORT
…BUT GOOGLE GOT THEIR WAY
MOBILE-FIRST ISN’T JUST HYPE
…we launched some pretty big design improvements for Search on mobile and tablet devices (mobile first! :-). Today we've carried over several of those changes to the desktop… -- Jon Wiley (Google)
MOBILE IS GROWING
SNACKS PACKS
WERE CREATED
FOR MOBILE…
CAROUSELS
WERE BUILT
FOR MOBILE…
ANSWERS
DOMINATE
MOBILE…
EVERYTHING
IS BETTER
ON MOBILE…
EVEN ADS
COME FIRST
TO MOBILE…
ANDROID
BRINGS NEW
SURPRISES…
DO WE FEAR
CHANGE OR
EMBRACE IT?
KOALA SELFIE, BABY!!!
THANK YOU! [email protected] • @dr_pete