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Google Now and the Predictive Search World


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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Google Now, Microsoft Cortana & The Predictive Search World. PRESENTATION: Google Now and the Predictive Search World - Given by Cindy Krum, @suzzicks - Mobile Moxie, CEO. #SMX #13A

Published in: Marketing

Google Now and the Predictive Search World

  2. 2. #SMX #13A @Suzzicks What is Predictive Search?
  3. 3. #SMX #13A @Suzzicks Semantic Understanding of Needs Based On: Semantic Prediction of Needs Current Context Historical Personal Behavior Patterns Aggregated Behavior Patterns Active Solicitation of Information
  4. 4. #SMX #13A @Suzzicks
  5. 5. #SMX #13A @Suzzicks Wherever You Might Sign In
  6. 6. #SMX #13A @Suzzicks Wearables
  7. 7. #SMX #13A @Suzzicks
  8. 8. #SMX #13A @Suzzicks Apple Search Products Are Not Predictive Dude, We’re not Psychic! Spotlight Search
  9. 9. #SMX #13A @Suzzicks 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
  10. 10. #SMX #13A @Suzzicks Current Examples of Google Now
  11. 11. #SMX #13A @suzzicks Travel Times & Planning • Parking Locations • Traffic & Alternate Routes • Public Transportation Delays
  12. 12. #SMX #13A @suzzicks Travel Times & Planning • Nearby Attractions • Nearby Photo Spots
  13. 13. #SMX #13A @suzzicks Voice Search & TV Audio Search • TV Listening Technology – Listen to the TV to find a Show on your Device
  14. 14. #SMX #13A @suzzicks Real - Time TV Suggestions & From SERP Reminders
  15. 15. #SMX #13A @suzzicks FYI – Google Now Solicits Your Info About Your Entertainment Providers
  16. 16. #SMX #13A @suzzicks Reminders for Live TV & Links to Online Episodes • Helps Google Sell More Advertising • Gain Traction for Google Play against Popular Competitors
  17. 17. #SMX #13A @suzzicks Relationships Between Similar Shows Derived from Google+ & Google Now • To Drive Recommendations for Similar Shows
  18. 18. #SMX #13A @Suzzicks Google Now + App Notifications
  19. 19. #SMX #13A @Suzzicks Google Now App Messaging
  20. 20. #SMX #13A @suzzicks Stuff Google Now Can Do/Predict From Gmail Schema
  21. 21. #SMX #13A @Suzzicks Google Webmaster Tools Email Schema Testing
  22. 22. #SMX #13A @Suzzicks Test Email Schema Here Too
  23. 23. #SMX #13A @Suzzicks 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
  24. 24. #SMX #13A @Suzzicks Event & Ticket Info
  25. 25. #SMX #13A @Suzzicks 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
  26. 26. #SMX #13A @Suzzicks Flight Booking
  27. 27. #SMX #13A @Suzzicks Restaurant Reservation Restaurant Schema Types • Basic restaurant reservation • Update reservation • Cancel a reservation
  28. 28. #SMX #13A @Suzzicks Hotel Reservation Restaurant Schema Types • Basic Hotel Reservation • Update reservation • Cancel a reservation
  29. 29. #SMX #13A @Suzzicks Companies Using Gmail Schema
  30. 30. #SMX #13A @Suzzicks 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.image
  31. 31. #SMX #13A @suzzicks Future Google Now Results (Card-Style SERPs)
  32. 32. #SMX #13A @suzzicks Aggregated Restaurant Listings & Location Cards in Google SERPs
  33. 33. #SMX #13A @suzzicks Menu Cards in Google SERPs
  34. 34. #SMX #13A @suzzicks Things that Google is Working On in Travel: • In –SERP Travel Pricing – AKA – Price Comparison Through Google
  35. 35. #SMX #13A @suzzicks Indications of Future Predictive Search Connections in the Wild….
  36. 36. #SMX #13A @Suzzicks Knowledge Graph = Knowledge Cards:
  37. 37. #SMX #13A @Suzzicks Google Now Cards Stocks Weather Reminders Sports TV Shows Traffic & Flights Boarding Pass Shipping Info Public Transit Info Friends Birthdays Public Alerts Hotel & Restaurant
  38. 38. #SMX #13A @Suzzicks Algorithmic Shifts Improve Google Now Voice Search Improvement Local Search Improvement
  39. 39. #SMX #13A @Suzzicks Cross-Device Search History
  40. 40. #SMX #13A @Suzzicks Phone Location Shared Cross Device
  41. 41. #SMX #13A @Suzzicks YouTube = GooglePlay Episodes
  42. 42. #SMX #13A @Suzzicks YouTube = GooglePlay Music
  43. 43. #SMX #13A @Suzzicks Setting Google Now Reminders from SERPS:
  44. 44. #SMX #13A @Suzzicks OpenTable & Uber Integration:
  45. 45. #SMX #13A @Suzzicks Integration with Offline Devices like Nest:
  46. 46. #SMX #13A @Suzzicks 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.”
  47. 47. #SMX #13A @suzzicks SUMMARY:
  48. 48. #SMX #13A @Suzzicks 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
  49. 49. #SMX #13A @Suzzicks Optimize for Google Now Feeds & Sitemaps Web & Email Schema Google+ for Business Geo-Tagging Content Anything for ‘Knowledge Graphy’
  50. 50. #SMX #13A @Suzzicks 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)
  51. 51. #SMX #13A @Suzzicks Further Reading Google Now is Killing Android Apps: 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:
  52. 52. #SMX #13A @Suzzicks