google now and the predictive search world

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GOOGLE NOW & THE PREDICTIVE SEARCH WORLD

What is Predictive Search?

Semantic Understanding of Needs Based On:

Semantic Prediction of Needs

Current Context

Historical Personal Behavior Patterns

Aggregated Behavior Patterns

Active Solicitation

of Information

Wherever You Might Sign In

Wearables

Apple Search Products Are Not Predictive

Dude, We’re not Psychic! Spotlight Search

Google Makes Money on Searches, but Search is Going Elsewhere:

◦ Books

◦ Music

◦ TV/Movies

◦ Apps

◦ Stuff

◦ Music ◦ Apps ◦ Movies/TV ◦ Books/Courses/Podcasts

◦ TV Series ◦ Movies

Current Examples of Google Now

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Travel Times & Planning

• Parking Locations

• Traffic & Alternate Routes

• Public Transportation Delays

Travel Times & Planning

• Nearby Attractions

• Nearby Photo Spots

Voice Search & TV Audio Search

• TV Listening Technology – Listen to the TV to find a Show on your Device

Real - Time TV Suggestions & From SERP Reminders

FYI – Google Now Solicits Your Info About Your Entertainment Providers

Reminders for Live TV & Links to Online Episodes

• Helps Google Sell More Advertising

• Gain Traction for Google Play against Popular Competitors

Relationships Between Similar Shows Derived from Google+ & Google Now

• To Drive Recommendations for Similar Shows

Google Now + App Notifications

Google Now App Messaging

Stuff Google Now Can Do/Predict From Gmail

Schema

Google Webmaster Tools Email Schema Testing

Test Email Schema Here Too

Event & Ticket Info

Event Schema Types • Basic event reminder

without a ticket • Event with ticket & no

reserved seating • Sports or Music Event

with ticket • Event with ticket &

reserved seating

Special Circumstances: • Multiple tickets • Update a event • Cancel a event

Event & Ticket Info

Flight Booking

Event Schema Types • Basic flight confirmation • Boarding pass • Check-In button • Update a flight • Cancel a flight

Special Circumstances • Multiple flight segments • Multiple passengers • Example with all supported fields

Flight Booking

Restaurant Reservation Restaurant Schema Types • Basic restaurant reservation • Update reservation • Cancel a reservation

Hotel Reservation Restaurant Schema Types • Basic Hotel Reservation • Update reservation • Cancel a reservation

Companies Using Gmail Schema

After ‘Required,’ These are the Google Now Elements

Event Flight Hotel Restaurant modifiedTime modifiedTime modifiedTime modifiedTime

modifyReservationUrl modifyReservationUrl modifyReservationUrl modifyReservationUrl

reservationFor.performer checkinUrl reservationFor.contactPoint

reservationFor.performer.name

reservationFor.performer.image

Future Google Now Results

(Card-Style SERPs)

Aggregated Restaurant Listings & Location Cards in Google SERPs

Menu Cards in Google SERPs

Things that Google is Working On in Travel:

• In –SERP Travel Pricing – AKA – Price Comparison Through Google

Indications of Future Predictive Search Connections in the

Wild….

Knowledge Graph = Knowledge Cards:

Google Now Cards

Stocks

Weather

Reminders

Sports

TV Shows

Traffic & Flights

Boarding Pass

Shipping Info

Public Transit Info

Friends Birthdays

Public Alerts

Hotel & Restaurant

Algorithmic Shifts Improve Google Now

Voice Search Improvement

Local Search Improvement

Cross-Device Search History

Phone Location Shared Cross Device

YouTube = GooglePlay Episodes

YouTube = GooglePlay Music

Setting Google Now Reminders from SERPS:

OpenTable & Uber Integration:

Integration with Offline Devices like Nest:

Lots of This (Google Play & App Behavior) will Inform their Ad Services

In a Google announcement about PPC Ads in Google Play – being tested now….

“….We’ll enable you to reach people who are your most likely customers, based on the apps they use, the frequency of use and the types of in-app purchases they make. For example, if you exercise regularly and use an app to measure how far you run, you might see an ad for an app that helps you measure the foods you eat and calories consumed. On YouTube, we’re enabling app installs as an enhancement to the current TrueView offering.”

SUMMARY:

Major Concepts

Predictive Search is Based on Your Behavior & Interaction with Google (And Possibly Other People’s Too)

Google Now May Be Testing for Regular Google

Regular Google is Moving Towards Cards in SERPS for Later Integration in Google Now

They are Aggregating Your Behavior Across All Google Properties to Improve Google Now, and for Better Ad Targeting

Optimize for Google Now

Feeds & Sitemaps

Web & Email Schema

Google+ for Business

Geo-Tagging Content

Anything for ‘Knowledge Graphy’

Testing Results Google Now

Get an Android Phone iPhone App = Less Impressive So Far

Remember: Google Now SERP is Slightly vs. Google in a Browser

Google Now Very Important for Local Businesses & Travel Maps Always Given Top Rankings

GPS Location Masking App to Test Different Local Results(FakeGPS Free)

google now and the predictive search world

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