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Mobile-First Indexing or a Whole New Google - Digitalzone 2018

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Learn about how Google is using 'Entity Understanding' along with machine learning in language to respond to growing need for Knowledge Graph, Answers and Google-hosted content that ranks at the top of a search result!

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Mobile-First Indexing or a Whole New Google - Digitalzone 2018

  1. 1. Mobile-First Indexing or a Whole New Google? Cindy Krum, CEO of MobileMoxie #digitalzone
  2. 2. GOOGLE IS CHANGING & MOST MARKETERS ARE MISSING THE POINT! @SUZZICKS #digitalzone
  3. 3. @SUZZICKS #digitalzone
  4. 4. @SUZZICKS #digitalzone
  5. 5. @SUZZICKS #digitalzone
  6. 6. Mobile Search Desktop SEARCH DEVICE Search w/ Clicks Zero-Click Searches MOBILE SEARCH BEHAVIOR @SUZZICKS #digitalzone
  7. 7. THE TOP OF THE FOLD IS DOMINATED BY: GOOGLE HOSTED ASSETS @SUZZICKS #digitalzone
  8. 8. @SUZZICKS #digitalzone
  9. 9. @SUZZICKS #digitalzone
  10. 10. WEBSITES DON’T WORK WITHOUT SCREENS @SUZZICKS
  11. 11. NO ONE WANTS A LONG LISTS OF LINKS INVOICE SEARCH @SUZZICKS #digitalzone
  12. 12. @SUZZICKS BUT THAT IS ONLY PART OFTHE CHANGE! #digitalzone
  13. 13. ALLTHE BUZZWORDS Offline FirstMobile First AI First @SUZZICKS Voice First #digitalzone
  14. 14. ALLTHE BUZZWORDS Offline FirstMobile First AI First @SUZZICKS Voice First All Essentially the SameThing #digitalzone
  15. 15. @SUZZICKS HERE IS WHATYOU NEEDTO KNOW:
  16. 16. GOOGLE GOAL IS TO ‘ORGANIZE THE WORLD’S INFORMATION’ – NOT JUSTTHE WORLD’S WEBSITES-?!#?! 90% of the World’s InformationWas Created in the past 2 years @SUZZICKS #digitalzone
  17. 17. GOOGLE WANTS TO RANK MORE THAN JUST WEBSITES DatabaseVideo Native Apps PWAs SMSAnswer Maps Instant Apps Audio Business ActionsAMP IoT Action App Deep Link Utility MusicPhoto Reviews Docs Email Contact
  18. 18. GOOGLE WANTS TO INDEX MORE THAN JUST WEBSITES DatabaseVideo Native Apps PWAs SMSAnswer Maps Instant Apps Audio Business ActionsAMP IoT Action App Deep Link Utility MusicPhoto Reviews Docs Email Contact These Things Don’t All Have URLS & Can’t All be Crawled!
  19. 19. @SUZZICKS LINK GRAPH
  20. 20. @SUZZICKS #digitalzone
  21. 21. @SUZZICKS GOOGLE HAS A NEW ORGANIZATIONAL METHODOLOGY #digitalzone
  22. 22. KNOWLEDGE GRAPH
  23. 23. @SUZZICKS #digitalzone
  24. 24. KEYWORD SEARCH RESULTS COME FROM WEBSITES @SUZZICKS Keyword Search Result
  25. 25. NOT ALL SEARCH RESULTS NEED WEBSITES Keyword Search Result Entity Search Result
  26. 26. 35% 55% 60% 35% 55% 60% 65% 75% 85% 65% 75% 85% 2016 2017 2018 Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers ANSWERS & KNOWLEDGE GRAPH DOMINATE MOBILE &VOICE SEARCH @SUZZICKS #digitalzone
  27. 27. @SUZZICKS AT THE CENTER OF THE CHANGE IS THE CONCEPT OF ‘ENTITIES’ #digitalzone
  28. 28. @SUZZICKS #digitalzone
  29. 29. @SUZZICKS #digitalzone
  30. 30. THESE ARE NON-DOMAIN ENTITIES (AND THERE ARE LOTS OF OTHERS) @SUZZICKS
  31. 31. @SUZZICKS ‘ENTITIES’ MAKE GOOGLE’S JOB EASIER BECAUSE THEY ARE LANGUAGE AGNOSTIC #digitalzone
  32. 32. Tulip Fever is the Same Movie, Regardless of what Language You Speak @SUZZICKS
  33. 33. Munich is the Same City, Regardless of what Language You Speak or Search In @SUZZICKS
  34. 34. GOOGLE CARES ABOUT LANGUAGE MORE THAN YOU THINK! @SUZZICKS #digitalzone
  35. 35. @SUZZICKS #digitalzone
  36. 36. @SUZZICKS #digitalzone
  37. 37. LANGUAGE UNDERSTANDING VS. @SUZZICKS #digitalzone
  38. 38. LANGUAGE VS. @SUZZICKS #digitalzone UNDERSTANDING
  39. 39. LANGUAGE VS. @SUZZICKS #digitalzone UNDERSTANDING
  40. 40. LANGUAGE VS. @SUZZICKS #digitalzone UNDERSTANDING
  41. 41. LANGUAGE VS. @SUZZICKS #digitalzone UNDERSTANDING
  42. 42. LANGUAGE VS. @SUZZICKS #digitalzone UNDERSTANDING
  43. 43. NICETHEORY… BUT HOW DO WE KNOW THIS IS TRUE? @SUZZICKS #digitalzone
  44. 44. @SUZZICKS GOOGLE MARKET FINDER TOOL
  45. 45. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API & TOOL
  46. 46. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API & TOOL
  47. 47. THE CLOUD NATURAL LANGUAGE API IS A MAJOR FOCUS OF GOOGLE GROWTH 10 32 NEXTYEARNOW LANGUAGES LANGUAGES @SUZZICKS #digitalzone
  48. 48. @SUZZICKS #digitalzone
  49. 49. @SUZZICKS #digitalzone
  50. 50. @SUZZICKS #digitalzone
  51. 51. BUT WHY ISTHIS SO IMPORTANT FOR GOOGLE? @SUZZICKS #digitalzone
  52. 52. ‘ENTITIES’ LET GOOGLE BE THE PRESENTATION LAYER OFTHE INTERNET @SUZZICKS #digitalzone
  53. 53. Disambiguation ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS #digitalzone
  54. 54. Disambiguation Link to Knowledge Graph Entity ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS #digitalzone
  55. 55. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS #digitalzone
  56. 56. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification Top Entity Domain ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS #digitalzone
  57. 57. #MozCon WE’RE USEDTO KNOWLEDGE GRAPH SHOWING OFFICIAL DOMAINS Entity with Parsed Info & Link toWeb Page Entity with Parsed Info & Links toWeb Pages @SUZZICKS
  58. 58. MobileMoxie.com/MozCon GOOGLE PREFERSTO RANK IT’S ENTITY INFORMATION FOR QUERIES INCLUDINGWEB LINKSWITHINTHE ENTITY @SUZZICKS #digitalzone
  59. 59. #MozCon Entity with Link to Web PageEntity with Links to Web Pages #digitalzone
  60. 60. Branded Map Pack #MozCon@SUZZICKS #digitalzone
  61. 61. Google Shopping ActionBranded Map Pack #MozCon
  62. 62. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com@SUZZICKS
  63. 63. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com/MozCon@SUZZICKS
  64. 64. Knowledge Graph EntitySmall Business Entity CLAIMYOUR PERSONAL ENTITY OR THE ENTITY OF A BRANDYOU MANAGE @SUZZICKS
  65. 65. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW NON-WEBSITE CONTENTTO BE INDEXED ALONGWITHWEBSITES #digitalzone
  66. 66. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW DEVICE CONTEXTTO DRIVE RELEVANCE #digitalzone
  67. 67. @SUZZICKS GOOGLE ASSISTANT CONNECTSTHE DEVICES
  68. 68. @SUZZICKS #digitalzone
  69. 69. @SUZZICKS #digitalzone • Long Description Tags • Good Alt Tags • Schema • Speakable • Q&A • FAQ • How To
  70. 70. @SUZZICKS #digitalzone • Long Description Tags • Good Alt Tags • Schema • Speakable • Q&A • FAQ • How To And… Translation
  71. 71. WHAT TO EXPECT FROM GOOGLE New Categories & Filters Everywhere Decrease Focus on Web & Links. Increase on Cross-Device Brand Entities From Google @SUZZICKS #digitalzone
  72. 72. HOW TO PREPARE & RESPOND @SUZZICKS Optimize/ Creating Non- Domain Entity Content. Test Text Content for Entity Classification & Understanding Build-Out Google Entities:GMB Pages,G+ Brand Pages,Knowledge Graph,Etc. #digitalzone
  73. 73. THINGSTHAT DON’T NEEDWEBSITES @SUZZICKS #digitalzone
  74. 74. THINGSTHAT DON’T NEEDWEBSITES @SUZZICKS #digitalzone
  75. 75. THINGSTHAT DON’T NEEDWEBSITES @SUZZICKS #digitalzone
  76. 76. THINGSTHAT DON’T NEEDWEBSITES @SUZZICKS #digitalzone
  77. 77. THINGSTHAT DON’T NEEDWEBSITES @SUZZICKS #digitalzone
  78. 78. THINGSTHAT DON’T NEEDWEBSITES #digitalzone
  79. 79. HTTP://BIT.LY/ENTITY-FIRST @SUZZICKS #digitalzone
  80. 80. @SUZZICKS #digitalzone
  81. 81. • Check Landing Pages on 18 different Phones • See Mobile Keyword Rankings from ANYWHERE INTHE WORLD • Coming Soon: Bulk Address Checker: To Automate Mobile SEO KeywordTesting for Multiple Locations • And we have APIs for most of this stuff too! • PROMO CODE: digitalzone --WE HAVETOOLS-- 1 MONTH FREE @SUZZICKS PROMO CODE: digitalzone #digitalzone
  82. 82. THANKS!MobileMoxie Search Simulator lets you see Mobile SERPS in any country or language, from any address in the world! @SUZZICKS #digitalzone

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