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Christian J. Ward, EVP, Yext
@wardchristianj
State of Search
Why Location is the New Frontier of Mobile Search
Keywords
10 Blue links
Understanding
Knowledge
The NewAge of
Exploration is Intelligent
Amazing Experience
Foundational Experience
Structured Data
& Content
Unstructured
Data & Content
HUMAN
CURATION
SEARCH 1.0...
• We have accepted this Blue
Link reality
• With 10 Possibilities, Errors
are Expected
• But, honestly, this is sad…
• We ...
• Structured Data leads the
way to answers
• Machine Learning and
Artificial Intelligence leverage
this
• The Interface fi...
KNOWLEDGE
powers this
new age of exploration
“We'reevolvingincomputingfrom
a'mobile-first'toan 'AI-first'world”
Sundar Pinchai, CEO, Google
YoY growth in intelligent location search
T h i n k W i t h G o o g l e , 2 0 1 6
Mobile searches that return maps
S c r e e n w e r k , 2 0 1 2
pizza_
atm_
banks_
insurance_
car battery_
electronics_
doctors_
food_
fish_
wine_
cheese_
beer_
People_
Places_
Name
Address
Reviews
Phone Number
Email
Website
Description
Hours of Operation
Holiday Hours
Photos
Map Co...
Where does all this
knowledge come from?
Data Ecosystem & Signal to Noise Processing
Data flows as input and output between most location services
• Bad data is a killer to AI and
machine learning
• The systems begin to “learn
wrong” and can’t easily “un-
learn” data
•...
Single Sources of Truth
“Alexa, What’s the first rule of
Fight Club?”
Only a Single Source Can be Used for This, with Veri...
Am I Exaggerating?
Anyone Remember Long Term Capital Management?
• “using quantitative models to exploit deviations from
f...
76%
visit a business within one day
Total Location Search users
28%
of these searches
result in a purchase
T h i n k W i t...
The NewAge of Exploration
is constantlychanging
Amazon Echo
Intelligent Interfaces & Bots
IBMWatson Microsoft Cortana Siri (Apple) Google Assistant
WeChat LineFacebook M
Oculus HololensMagic Leap
Virtual/Augmented Reality
Tesla: 2020 Uber/Volvo: 2021 Google: Ride
in style
Self-Driving Cars
The NewAge of Exploration
is Intelligent
David Byrne | Google | LocationWorld
The NewAge of Exploration
is powered by KNOWLEDGE
Headlines: Mobile First Indexing
“To make our results more useful, we’ve begun experiments to
make our index mobile-first....
What Are We Searching For?
• Every year, we debate the death of SEO
• AI, Machine Learning, Personalization – are all feed...
This Stuff is Hard: Emotions? Sarcasm?
Three Data Levels
• Grossly Simplified: RAW, STRUCTURED, INSIGHTS
RAW DATA
POINT IN TIME
BUILDING
BLOCKS
FREE TEXT
SPOKEN
...
Three Data Levels
• Grossly Simplified: RAW, STRUCTURED, INSIGHTS
Stock Price
$58.00 /
share
News Stock
Overlay
News
Trigg...
Search Engines Are Evolving
1. Searcher
(Human)
2. Search Engine
(Machine, mostly)
3. Source
(Human, mostly)
Potential
ans...
But Really…
Content
Blogs
Ad copy
Featured articles
Webpages
Product write-ups
Menu blurbs
Services Lists
Unstructured…
YU...
Tombstone
Movie?
City?
Headstone?
Prospectus?
Pizza?
Comic Book?
The Googoo
Baby is very
confused!!!
Why is This Getting More Important?
1. Searcher
(Human)
2. Search Engine
(Machine, mostly)
3. Source
(Human, mostly)
Poten...
Pichai recently noted that Google has been
“laying the foundation for this for
many, many years.”
This has led Google to d...
What do
you see?
Ellen Langer, Mindfulness
By adding
the
slightest
definition,
the
pattern
becomes
confident
How Much Proof Do You Need?
- Searchmetrics, 2014
Schema
“Over 10 million sites use Schema.org
to markup their pages and email
messages.”
Which basically means no one is do...
Really? 10 Million?
We passed One Billion Websites in September of
2014, and its closer to 1.08B today
10,000,000 / 1,080,...
There’s a Good Reason for This
EXHAUSTING
Schema Example: Restaurant
GreatFood
4 stars - based on 250 reviews
1 Madison Ave New York, NY 10010
Latitude: 40 deg 44 m...
Back to Tombstone
Q: “Alexa, What is a Tombstone?”
A: “A headstone or gravestone placed over a grave.”
Q: “Alexa, Is Tombs...
100+
Location Data
Fields
Name
Address 1 & 2
Sublocality
Display Address
Address Visible
City
State
Postal Code
Country
Ma...
YOU must control
the knowledge about
your business
(oryourclient’sbusiness)
@wardchristianj
Thank You!
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
Why Location Is the New Frontier of Mobile Search
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Why Location Is the New Frontier of Mobile Search

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Why Location Is the New Frontier of Mobile Search by Christian Ward

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Why Location Is the New Frontier of Mobile Search

  1. 1. Christian J. Ward, EVP, Yext @wardchristianj State of Search Why Location is the New Frontier of Mobile Search
  2. 2. Keywords 10 Blue links Understanding Knowledge
  3. 3. The NewAge of Exploration is Intelligent
  4. 4. Amazing Experience Foundational Experience Structured Data & Content Unstructured Data & Content HUMAN CURATION SEARCH 1.0 Classic SEO LOCAL SEO INTELLIGENT ERA
  5. 5. • We have accepted this Blue Link reality • With 10 Possibilities, Errors are Expected • But, honestly, this is sad… • We have tortured the unstructured data to game the Algo and produce blue links How We Got Here
  6. 6. • Structured Data leads the way to answers • Machine Learning and Artificial Intelligence leverage this • The Interface finally begins to return Answers, not blue links, breaking the whole interface paradigm Where Are We Going?
  7. 7. KNOWLEDGE powers this new age of exploration
  8. 8. “We'reevolvingincomputingfrom a'mobile-first'toan 'AI-first'world” Sundar Pinchai, CEO, Google
  9. 9. YoY growth in intelligent location search T h i n k W i t h G o o g l e , 2 0 1 6
  10. 10. Mobile searches that return maps S c r e e n w e r k , 2 0 1 2
  11. 11. pizza_
  12. 12. atm_
  13. 13. banks_
  14. 14. insurance_
  15. 15. car battery_
  16. 16. electronics_
  17. 17. doctors_
  18. 18. food_
  19. 19. fish_
  20. 20. wine_
  21. 21. cheese_
  22. 22. beer_
  23. 23. People_ Places_ Name Address Reviews Phone Number Email Website Description Hours of Operation Holiday Hours Photos Map Coordinates Logo Payment Methods Categories Events Photos Languages Call to Action Year Established Specialties Twitter Handle Facebook Page…
  24. 24. Where does all this knowledge come from?
  25. 25. Data Ecosystem & Signal to Noise Processing Data flows as input and output between most location services
  26. 26. • Bad data is a killer to AI and machine learning • The systems begin to “learn wrong” and can’t easily “un- learn” data • The once “allowable” bad result out of ten now completely cripples the new Interface Now What if The Data Is Wrong
  27. 27. Single Sources of Truth “Alexa, What’s the first rule of Fight Club?” Only a Single Source Can be Used for This, with Verification. Classic Algos Struggle with This.
  28. 28. Am I Exaggerating? Anyone Remember Long Term Capital Management? • “using quantitative models to exploit deviations from fair value…” • “finance veterans, PhDs, professors, and two Nobel Prize winners…” • “LTCM triggered more than $1 Trillion in default risks and lost $4.4B in one year • One of the single biggest causes of the global, financial meltdown
  29. 29. 76% visit a business within one day Total Location Search users 28% of these searches result in a purchase T h i n k W i t h G o o g l e , 2 0 1 6
  30. 30. The NewAge of Exploration is constantlychanging
  31. 31. Amazon Echo Intelligent Interfaces & Bots IBMWatson Microsoft Cortana Siri (Apple) Google Assistant WeChat LineFacebook M
  32. 32. Oculus HololensMagic Leap Virtual/Augmented Reality
  33. 33. Tesla: 2020 Uber/Volvo: 2021 Google: Ride in style Self-Driving Cars
  34. 34. The NewAge of Exploration is Intelligent
  35. 35. David Byrne | Google | LocationWorld
  36. 36. The NewAge of Exploration is powered by KNOWLEDGE
  37. 37. Headlines: Mobile First Indexing “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results…”
  38. 38. What Are We Searching For? • Every year, we debate the death of SEO • AI, Machine Learning, Personalization – are all feeding into the move to Voice & SEO’s demise
  39. 39. This Stuff is Hard: Emotions? Sarcasm?
  40. 40. Three Data Levels • Grossly Simplified: RAW, STRUCTURED, INSIGHTS RAW DATA POINT IN TIME BUILDING BLOCKS FREE TEXT SPOKEN STRUCTURED IN TIME DIRECTIONAL GROWTH & DECLINE SCHEMA INSIGHTS TRIGGERS RELATIONSHIPS PATTERNS PREDICTION ANSWERS
  41. 41. Three Data Levels • Grossly Simplified: RAW, STRUCTURED, INSIGHTS Stock Price $58.00 / share News Stock Overlay News Triggers High Stock Chart $58.00 is a 52wk High NEWS Alert
  42. 42. Search Engines Are Evolving 1. Searcher (Human) 2. Search Engine (Machine, mostly) 3. Source (Human, mostly) Potential answers Link to the Selected Answer
  43. 43. But Really… Content Blogs Ad copy Featured articles Webpages Product write-ups Menu blurbs Services Lists Unstructured… YUCK!
  44. 44. Tombstone Movie? City? Headstone? Prospectus? Pizza? Comic Book? The Googoo Baby is very confused!!!
  45. 45. Why is This Getting More Important? 1. Searcher (Human) 2. Search Engine (Machine, mostly) 3. Source (Human, mostly) Potential answers Link to the Selected Answer One Great Answer
  46. 46. Pichai recently noted that Google has been “laying the foundation for this for many, many years.” This has led Google to develop an end-to-end solution that means customers NEVER HAVE TO OPEN AN APP OR VISIT A WEBSITE.
  47. 47. What do you see? Ellen Langer, Mindfulness
  48. 48. By adding the slightest definition, the pattern becomes confident
  49. 49. How Much Proof Do You Need? - Searchmetrics, 2014
  50. 50. Schema “Over 10 million sites use Schema.org to markup their pages and email messages.” Which basically means no one is doing this well.
  51. 51. Really? 10 Million? We passed One Billion Websites in September of 2014, and its closer to 1.08B today 10,000,000 / 1,080,000,000 = .926% Nice work, everyone! < 1%
  52. 52. There’s a Good Reason for This EXHAUSTING
  53. 53. Schema Example: Restaurant GreatFood 4 stars - based on 250 reviews 1 Madison Ave New York, NY 10010 Latitude: 40 deg 44 min 54.36 sec N Longitude: 73 deg 59 min 8.5 sec W (408) 714-1489 www.greatfood.com Hours: Mon-Thu 5pm - 9:30pm Fri-Sat 5pm - 10:00pm Categories: Middle Eastern, Mediterranean Price Range: $$ Takes Reservations: Yes
  54. 54. Back to Tombstone Q: “Alexa, What is a Tombstone?” A: “A headstone or gravestone placed over a grave.” Q: “Alexa, Is Tombstone a movie?” A: “No, a gravestone is not a film.” Q: “Alexa, is there a movie called Tombstone?” A: “Yes, there is a film called Tombstone.” Q: “Alexa, can you order me a Tombstone pizza?” A: “I didn’t see that in your past orders, so I added a Tombstone pizza to your shopping list.”
  55. 55. 100+ Location Data Fields Name Address 1 & 2 Sublocality Display Address Address Visible City State Postal Code Country Main Phone Categories Latitude Longitude Closed Flag Special Offer Special Offer URL Business Hours Holiday Hours Description Website Website Display URL Emails Payment Methods Logo Photos YouTube Video URLs Menu Products Events Bios Additional Hours Text Additional URLs Alternate Phone Mobile Phone Fax Toll-Free Number Twitter Handle Facebook Page Year Established Associations Specialties Brands Languages Keywords Attribution Logo/URL This Isn’t Easy, But It’s Critical
  56. 56. YOU must control the knowledge about your business (oryourclient’sbusiness)
  57. 57. @wardchristianj Thank You!

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