google now and the predictive search world
TRANSCRIPT
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GOOGLE NOW & THE PREDICTIVE SEARCH WORLD
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What is Predictive Search?
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Semantic Understanding of Needs Based On:
Semantic Prediction of Needs
Current Context
Historical Personal Behavior Patterns
Aggregated Behavior Patterns
Active Solicitation
of Information
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Wherever You Might Sign In
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Wearables
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Apple Search Products Are Not Predictive
Dude, We’re not Psychic! Spotlight Search
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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
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Current Examples of Google Now
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Travel Times & Planning
• Parking Locations
• Traffic & Alternate Routes
• Public Transportation Delays
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Travel Times & Planning
• Nearby Attractions
• Nearby Photo Spots
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Voice Search & TV Audio Search
• TV Listening Technology – Listen to the TV to find a Show on your Device
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Real - Time TV Suggestions & From SERP Reminders
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FYI – Google Now Solicits Your Info About Your Entertainment Providers
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Reminders for Live TV & Links to Online Episodes
• Helps Google Sell More Advertising
• Gain Traction for Google Play against Popular Competitors
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Relationships Between Similar Shows Derived from Google+ & Google Now
• To Drive Recommendations for Similar Shows
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Google Now + App Notifications
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Google Now App Messaging
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Stuff Google Now Can Do/Predict From Gmail
Schema
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Google Webmaster Tools Email Schema Testing
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Test Email Schema Here Too
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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
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Event & Ticket Info
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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
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Flight Booking
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Restaurant Reservation Restaurant Schema Types • Basic restaurant reservation • Update reservation • Cancel a reservation
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Hotel Reservation Restaurant Schema Types • Basic Hotel Reservation • Update reservation • Cancel a reservation
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Companies Using Gmail Schema
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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
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Future Google Now Results
(Card-Style SERPs)
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Aggregated Restaurant Listings & Location Cards in Google SERPs
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Menu Cards in Google SERPs
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Things that Google is Working On in Travel:
• In –SERP Travel Pricing – AKA – Price Comparison Through Google
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Indications of Future Predictive Search Connections in the
Wild….
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Knowledge Graph = Knowledge Cards:
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Google Now Cards
Stocks
Weather
Reminders
Sports
TV Shows
Traffic & Flights
Boarding Pass
Shipping Info
Public Transit Info
Friends Birthdays
Public Alerts
Hotel & Restaurant
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Algorithmic Shifts Improve Google Now
Voice Search Improvement
Local Search Improvement
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Cross-Device Search History
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Phone Location Shared Cross Device
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YouTube = GooglePlay Episodes
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YouTube = GooglePlay Music
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Setting Google Now Reminders from SERPS:
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OpenTable & Uber Integration:
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Integration with Offline Devices like Nest:
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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.”
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SUMMARY:
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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
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Optimize for Google Now
Feeds & Sitemaps
Web & Email Schema
Google+ for Business
Geo-Tagging Content
Anything for ‘Knowledge Graphy’
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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)
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Further Reading
Google Now is Killing Android Apps:
http://phandroid.com/2014/06/02/google-now-is-killing-android-apps/#at_pco=smlwn-1.0&at_si=54a605e15c11694d&at_ab=per-4&at_pos=0&at_tot=1
Google CMO Predictions – Real Time Digital Pricing and Payment: https://www.thinkwithgoogle.com/articles/route-to-2015.html
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