will critchlow the inbounder
TRANSCRIPT
![Page 1: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/1.jpg)
![Page 2: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/2.jpg)
I WANT TO TALK ABOUT A SHIFT AS BIG AS MOBILE
![Page 3: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/3.jpg)
(which is pretty big: Google sees billions of
searches a day)
![Page 4: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/4.jpg)
(and mobile has probably doubled that)
![Page 5: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/5.jpg)
There's another multiple-billion
searches per day opportunity out there
![Page 6: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/6.jpg)
and it's
"searches people aren't yet doing"
![Page 7: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/7.jpg)
‘DAILY INFORMATION NEEDS’ STUDY
![Page 8: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/8.jpg)
GOOGLE ASKED:
“What did you want to know recently?”
THEY FOUND:
25,000 needs 21 broad categories
![Page 9: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/9.jpg)
39% of needs: "participants were
unable to address the need"
![Page 10: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/10.jpg)
Why needs were unaddressed %
Did not know how to find the answer 27
Insufficient time 25
Need not important 15
No internet access 12
Other e.g. driving 21
15% WERE UNIMPORTANT
![Page 11: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/11.jpg)
So 1/3 of all important information needs are
left unfulfilled (85% of 39%)
![Page 12: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/12.jpg)
POWER AND CONVENIENCE MEAN INCREMENTAL SEARCHES
X-RAY
FORCE CLICK
LONG CLICK
![Page 13: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/13.jpg)
EVEN BEFORE WE GET TO PASSIVE VOICE
![Page 14: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/14.jpg)
GOOGLE PUBLICATION ON IPAS
Source: http://dl.acm.org/citation.cfm?id=2685309
![Page 15: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/15.jpg)
EXAMPLE #1: CONTEXTUAL ASSISTANCE
“The personal assistant should be able to detect a change in the user context, and make useful recommendations for
that context.”
![Page 16: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/16.jpg)
EXAMPLE #2: FULLY PERSONALIZED
“when suggesting restaurants, in addition to the spatio-temporal context, the
assistant personalizes the suggestions based on the user’s cuisine preferences and
price sensitivity.”
![Page 17: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/17.jpg)
WE TALK ABOUT CONTEXT A LOT
![Page 18: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/18.jpg)
“A context is a set of user actions corresponding to a single
information need.”
GOOGLE’S DEFINITION OF CONTEXT
![Page 19: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/19.jpg)
EXAMPLES OF “EXTENDED CONTEXTS”
planning a trip to Paris
organising a wedding
buying a camera
![Page 20: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/20.jpg)
CONTEXTS: NOT ALWAYS ABOUT NOW
Half of search queries belonged to contexts lasting longer than a month.
![Page 21: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/21.jpg)
“top 10 things to do in Berlin”
“top 10 things to do in Paris”
“top 10 things to do in Zagreb”
![Page 22: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/22.jpg)
“weather in Paris”
“easyjet Paris”
“louvre”
“airports in France”
“top 10 things to do in Berlin”
“top 10 things to do in Paris”
“top 10 things to do in Zagreb”
![Page 23: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/23.jpg)
“weather in Paris”
“easyjet Paris”
“louvre”
“airports in France”
“top 10 things to do in Berlin”
“cheapest vacation deals Paris”
“best coffee near the Champs-Élysées”
“moulin rouge”
“Eiffel Tower entry price”
“top 10 things to do in Paris”
“top 10 things to do in Zagreb”
![Page 24: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/24.jpg)
“weather in Paris”
“easyjet Paris”
“louvre”
“airports in France”
“top 10 things to do in Berlin”
“cheapest vacation deals Paris”
“best coffee near the Champs-Élysées”
“moulin rouge”
“Eiffel Tower entry price”
“top 10 things to do in Paris”
“top 10 things to do in Zagreb”2nd February
15th February
![Page 25: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/25.jpg)
“weather in Paris”
“easyjet Paris”
“louvre”
“airports in France”
“top 10 things to do in Berlin”
“cheapest vacation deals Paris”
“best coffee near the Champs-Élysées”
“moulin rouge”
“Eiffel Tower entry price”
“top 10 things to do in Paris”
“top 10 things to do in Zagreb”
CONTEXT:
Planning a trip to Paris
2nd February
15th February
![Page 26: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/26.jpg)
UPDATING YOUR CONTEXT IN REAL-TIME
![Page 27: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/27.jpg)
“best time to visit France”
“cheap flights to Paris”
“what to see in Paris”
GOOGLE CAN LEARN CONTEXTS
![Page 28: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/28.jpg)
“best time to visit France”
“cheap flights to Paris”
“what to see in Paris”
GOOGLE CAN LEARN CONTEXTS
Google might anticipate your searches weeks before you do them.
![Page 29: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/29.jpg)
GOOGLE TRENDS: [CHATBOTS]
![Page 30: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/30.jpg)
YOU PROBABLY SAW ALL THE BUZZ AT F8
![Page 31: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/31.jpg)
And you can't help but have noticed that the 5 biggest tech
companies have all introduced an Intelligent Personal Assistant.
![Page 32: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/32.jpg)
FACEBOOK ‘M’
![Page 33: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/33.jpg)
AMAZON ECHO
![Page 34: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/34.jpg)
HOW DO YOU FIND OUT WHAT YOU CAN ASK?
http://gizmodo.com/facebook-messenger-chatbots-are-more-frustrating-than-h-1770732045
![Page 35: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/35.jpg)
HOW DO YOU EVEN FIND THE BOTS?
We're back to Yahoo! Directory style: chatbots >> news >> regional >> US >> MA >>
![Page 36: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/36.jpg)
In other words, we still need search and we still
need discoverability
![Page 37: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/37.jpg)
But there is the promise of data-driven search
powered by intent
![Page 38: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/38.jpg)
Search that considers:
what I mean, not what I say
![Page 39: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/39.jpg)
and finds results based on:
what I can do, not what text is on the page
![Page 40: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/40.jpg)
OBLIGATORY RANKBRAIN REFERENCE
![Page 41: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/41.jpg)
HUMMINGBIRD:RANKBRAIN AS CAFFEINE:PANDA
CREDIT: MIKEBAIRD ON FLICKR
![Page 42: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/42.jpg)
We also see it showing up in the human quality
rater guidelines
![Page 43: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/43.jpg)
Supplementary Content (SC) is: Features designed to help shoppers
find other products they might also like
![Page 44: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/44.jpg)
a feature to multiply or divide the recipe to make the right quantity of food for a given number of people
![Page 45: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/45.jpg)
[content] which contributes to a satisfying user experience on the page
and website
![Page 46: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/46.jpg)
Google removed the section referring to
"helpful SC"
http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/
![Page 47: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/47.jpg)
what I can do, not what text is on the page
![Page 48: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/48.jpg)
IT ALSO PROBABLY HAS QUITE A LOT TO DO WITH MOBILE
![Page 49: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/49.jpg)
This isn't the algorithm.
It's just the quality rater guidelines.
![Page 50: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/50.jpg)
www.distilled.net/odn/
![Page 51: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/51.jpg)
ONE OF THE REASONS WE BELIEVE IN SPLIT-TESTING FOR SEO
![Page 52: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/52.jpg)
Context
Current
Situation
Time
Personalisation
Search History
Current
Location
Mode of Travel
Likes/Dislikes
Schedule
Companions
Query
Ancestor
Queries
Implicit query
aspect
Explicit query
aspect
Keyword
Spoken phrase Image
Search ‘mode’
(regular / maps / images)
Search
settings
Device
Anticipated
Situation
Past activities
EstimatedIntent
![Page 53: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/53.jpg)
Context
Current
Situation
Time
Personalisation
Search History
Current
Location
Mode of Travel
Likes/Dislikes
Schedule
Companions
Query
Ancestor
Queries
Implicit query
aspect
Explicit query
aspect
Keyword
Spoken phrase Image
Search ‘mode’
(regular / maps / images)
Search
settings
Device
Anticipated
Situation
Past activities
EstimatedIntent
![Page 54: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/54.jpg)
1IMPLICIT QUERY SIGNALS
1
![Page 55: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/55.jpg)
search query
“london tube stations”
![Page 56: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/56.jpg)
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
![Page 57: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/57.jpg)
IMPLICIT SIGNALS: MODE OF TRANSPORT
![Page 58: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/58.jpg)
TIME
TO
TA
L S
IGN
AL
IN
FO
RM
AT
ION
EXPLICIT SIGNAL
IMPLICIT SIGNAL
![Page 59: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/59.jpg)
My vision when we started Google 15 years ago was that eventually you wouldn't have to have
a search query at all.
SERGEY BRIN GOOGLE
![Page 60: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/60.jpg)
COMPOUND QUERIES
2
![Page 61: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/61.jpg)
Query
AlgorithmResponse
Revised Query
Algorithm
Response
OLD MODEL: INDEPENDENT QUERIES
![Page 64: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/64.jpg)
NEW MODEL: DEPENDENT QUERIES
Query
AlgorithmResponse
Additional Input
Algorithm
Revised Response
![Page 65: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/65.jpg)
![Page 67: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/67.jpg)
![Page 68: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/68.jpg)
![Page 69: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/69.jpg)
KEYWORDS TO INTENTS
3
![Page 70: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/70.jpg)
SOURCE: /U/UPBOATOARKNOTUPBOAT
SEARCH HISTORY OF A 5 YEAR OLD
![Page 71: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/71.jpg)
KEYWORDS
INTENT
IMPLICIT SIGNALS
COMPOUND QUERIES
![Page 73: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/73.jpg)
A NOTE OF CAUTION:
You can't yet assume Google is ranking on
intent alone
![Page 74: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/74.jpg)
SEE THIS POST BY MY COLLEAGUE @SAMNEMZER
http://dis.tl/keyword-data
![Page 75: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/75.jpg)
METHODOLOGY
![Page 76: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/76.jpg)
DIFFERENT KEYWORDS STILL TREATED DIFFERENTLY
![Page 77: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/77.jpg)
IT'S NOT JUST REORDERING
![Page 78: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/78.jpg)
1PERSONAL DEVICE
4
![Page 79: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/79.jpg)
Screen size and keyboard type are not important.
![Page 80: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/80.jpg)
It can take photos
![Page 81: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/81.jpg)
It can take photos
It knows where it is
![Page 82: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/82.jpg)
It can take photos
It knows where it is
It knows who your friends are
![Page 83: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/83.jpg)
It can take photos
It knows where it is
It knows who your friends areIt knows
if you are walking, running,
etc.
![Page 84: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/84.jpg)
It’s personal, signed-in, and taken
everywhere
![Page 85: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/85.jpg)
It’s personal, signed-in, and taken
everywhere
It interacts with the
world (beacons, pay, NFC)
![Page 86: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/86.jpg)
It’s personal, signed-in, and taken
everywhere
It has natural
multi-
touch
It interacts with the
world (beacons, pay, NFC)
![Page 87: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/87.jpg)
It’s personal, signed-in, and taken
everywhere
It has natural
multi-
touch
It has notificationsIt
interacts with the
world (beacons, pay, NFC)
![Page 88: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/88.jpg)
It's actually the PC that has the limited, basic, cut-down version of the internet… it only has the web.
‘mobile first’ via Ben Evans
![Page 89: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/89.jpg)
DATA DRIVEN SEARCH
5
![Page 90: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/90.jpg)
SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
![Page 91: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/91.jpg)
SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
![Page 92: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/92.jpg)
OTHER IPAS ALSO GIVE DIRECT ANSWERS
REFERENCE: 1, 2, 3
![Page 93: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/93.jpg)
INCREASINGLY ANSWERS NEED TO BE DYNAMIC
Time Based Location Based
![Page 94: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/94.jpg)
GOOGLE NEED DATA FOR THESE QUERIES
Knowledge
GraphData
Partnerships
Everything Else
?
![Page 95: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/95.jpg)
3RD PARTY INTEGRATION WITH IPAS
(PROBABLY)
![Page 96: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/96.jpg)
![Page 97: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/97.jpg)
![Page 98: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/98.jpg)
![Page 99: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/99.jpg)
FACETED SEARCH: CROSS DEVICE CARDS?
![Page 100: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/100.jpg)
CHALLENGES & TIPS
![Page 101: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/101.jpg)
How do we check Rankings?
![Page 102: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/102.jpg)
How does Attribution work?
![Page 103: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/103.jpg)
Will there be Analytics?
![Page 104: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/104.jpg)
RANK #0
http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
![Page 106: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/106.jpg)
OPERATE EARLIER IN THE FUNNEL
http://www.slideshare.net/jonoalderson/searching-higher-up-the-funnel-54123155
![Page 107: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/107.jpg)
POP QUIZ
How many web searches have I shown today?
![Page 108: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/108.jpg)
POP QUIZ
How many web sites have I shown today?
![Page 109: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/109.jpg)
CLUE:
By my count, I've shown you 25 search screens, apps, bots or devices
![Page 110: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/110.jpg)
ANSWER:
I showed 2 regular web searches
![Page 111: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/111.jpg)
ANSWER:
(when I was showing that conversational search doesn't work there)
![Page 112: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/112.jpg)
ANSWER:
...and ZERO websites
![Page 113: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/113.jpg)
POWER AND CONVENIENCE MEAN INCREMENTAL SEARCHES
This is where the next trillion searches / year will come from
![Page 114: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/114.jpg)
COMPOUND QUERIES
IMPLICIT SIGNALS
PERSONAL ASSISTANTS
DATA DRIVEN SEARCH
INTENTSKEYWORDS
PERSONAL INDEX & DEVICE
AND THIS IS HOW THEY'LL BE POWERED
![Page 115: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/115.jpg)
![Page 116: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/116.jpg)
This is @TomAnthonySEO We collaborated on a lot of this thinking
![Page 117: Will Critchlow The Inbounder](https://reader033.vdocuments.site/reader033/viewer/2022052606/587944a51a28ab23468b6f2f/html5/thumbnails/117.jpg)
Image credits: https://www.flickr.com/photos/daviderickson/4114851120/
https://www.flickr.com/photos/accidentdesigns/14799315568/