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Will Critchlow The Inbounder

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Ponencia The Inbounder Will Critchlow

Published in: Marketing

Will Critchlow The Inbounder

  1. 1. I WANT TO TALK ABOUT A SHIFT AS BIG AS MOBILE
  2. 2. (which is pretty big: Google sees billions of searches a day)
  3. 3. (and mobile has probably doubled that)
  4. 4. There's another multiple-billion searches per day opportunity out there
  5. 5. and it's "searches people aren't yet doing"
  6. 6. ‘DAILY INFORMATION NEEDS’ STUDY
  7. 7. GOOGLE ASKED: “What did you want to know recently?” THEY FOUND: 25,000 needs 21 broad categories
  8. 8. 39% of needs: "participants were unable to address the need"
  9. 9. 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
  10. 10. So 1/3 of all important information needs are left unfulfilled (85% of 39%)
  11. 11. POWER AND CONVENIENCE MEAN INCREMENTAL SEARCHES X-RAY FORCE CLICK LONG CLICK
  12. 12. EVEN BEFORE WE GET TO PASSIVE VOICE
  13. 13. GOOGLE PUBLICATION ON IPAS Source: http://dl.acm.org/citation.cfm?id=2685309
  14. 14. 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.”
  15. 15. 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.”
  16. 16. WE TALK ABOUT CONTEXT A LOT
  17. 17. “A context is a set of user actions corresponding to a single information need.” GOOGLE’S DEFINITION OF CONTEXT
  18. 18. EXAMPLES OF “EXTENDED CONTEXTS” planning a trip to Paris organising a wedding buying a camera
  19. 19. CONTEXTS: NOT ALWAYS ABOUT NOW Half of search queries belonged to contexts lasting longer than a month.
  20. 20. “top 10 things to do in Berlin” “top 10 things to do in Paris” “top 10 things to do in Zagreb”
  21. 21. “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”
  22. 22. “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”
  23. 23. “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
  24. 24. “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
  25. 25. UPDATING YOUR CONTEXT IN REAL-TIME
  26. 26. “best time to visit France” “cheap flights to Paris” “what to see in Paris” GOOGLE CAN LEARN CONTEXTS
  27. 27. “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.
  28. 28. GOOGLE TRENDS: [CHATBOTS]
  29. 29. YOU PROBABLY SAW ALL THE BUZZ AT F8
  30. 30. And you can't help but have noticed that the 5 biggest tech companies have all introduced an Intelligent Personal Assistant.
  31. 31. FACEBOOK ‘M’
  32. 32. AMAZON ECHO
  33. 33. HOW DO YOU FIND OUT WHAT YOU CAN ASK? http://gizmodo.com/facebook-messenger-chatbots-are-more-frustrating-than-h-1770732045
  34. 34. HOW DO YOU EVEN FIND THE BOTS? We're back to Yahoo! Directory style: chatbots >> news >> regional >> US >> MA >>
  35. 35. In other words, we still need search and we still need discoverability
  36. 36. But there is the promise of data-driven search powered by intent
  37. 37. Search that considers: what I mean, not what I say
  38. 38. and finds results based on: what I can do, not what text is on the page
  39. 39. OBLIGATORY RANKBRAIN REFERENCE
  40. 40. HUMMINGBIRD:RANKBRAIN AS CAFFEINE:PANDA CREDIT: MIKEBAIRD ON FLICKR
  41. 41. We also see it showing up in the human quality rater guidelines
  42. 42. Supplementary Content (SC) is: Features designed to help shoppers find other products they might also like
  43. 43. a feature to multiply or divide the recipe to make the right quantity of food for a given number of people
  44. 44. [content] which contributes to a satisfying user experience on the page and website
  45. 45. Google removed the section referring to "helpful SC" http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/
  46. 46. what I can do, not what text is on the page
  47. 47. IT ALSO PROBABLY HAS QUITE A LOT TO DO WITH MOBILE
  48. 48. This isn't the algorithm. It's just the quality rater guidelines.
  49. 49. www.distilled.net/odn/
  50. 50. ONE OF THE REASONS WE BELIEVE IN SPLIT-TESTING FOR SEO
  51. 51. 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 Estimated Intent
  52. 52. 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 Estimated Intent
  53. 53. 1 IMPLICIT QUERY SIGNALS 1
  54. 54. search query “london tube stations”
  55. 55. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”
  56. 56. IMPLICIT SIGNALS: MODE OF TRANSPORT
  57. 57. TIME TOTALSIGNALINFORMATION EXPLICIT SIGNAL IMPLICIT SIGNAL
  58. 58. 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
  59. 59. COMPOUND QUERIES 2
  60. 60. Query Algorithm Response Revised Query Algorithm Response OLD MODEL: INDEPENDENT QUERIES
  61. 61. HUMMINGBIRD CREDIT: MIKEBAIR
  62. 62. brought to you by… https://youtu.be/JfJOFvKDNu4
  63. 63. NEW MODEL: DEPENDENT QUERIES Query Algorithm Response Additional Input Algorithm Revised Response
  64. 64. https://youtu.be/M1ONXea0mXg
  65. 65. KEYWORDS TO INTENTS 3
  66. 66. SOURCE: /U/UPBOATOARKNOTUP SEARCH HISTORY OF A 5 YEAR OLD
  67. 67. KEYWORDS INTENT IMPLICIT SIGNALS COMPOUND QUERIES
  68. 68. CONTEXTUAL SEARCHES http://selnd.com/1MnLlF8
  69. 69. A NOTE OF CAUTION: You can't yet assume Google is ranking on intent alone
  70. 70. SEE THIS POST BY MY COLLEAGUE @SAMNEMZER http://dis.tl/keyword-data
  71. 71. METHODOLOGY
  72. 72. DIFFERENT KEYWORDS STILL TREATED DIFFERENTLY
  73. 73. IT'S NOT JUST REORDERING
  74. 74. 1 PERSONAL DEVICE 4
  75. 75. Screen size and keyboard type are not important.
  76. 76. It can take photos
  77. 77. It can take photos It knows where it is
  78. 78. It can take photos It knows where it is It knows who your friends are
  79. 79. It can take photos It knows where it is It knows who your friends areIt knows if you are walking, running, etc.
  80. 80. It’s personal, signed-in, and taken everywhere
  81. 81. It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
  82. 82. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It interacts with the world (beacons, pay, NFC)
  83. 83. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It has notificationsIt interacts with the world (beacons, pay, NFC)
  84. 84. 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
  85. 85. DATA DRIVEN SEARCH 5
  86. 86. SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
  87. 87. SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
  88. 88. OTHER IPAS ALSO GIVE DIRECT ANSWERS REFERENCE: 1, 2, 3
  89. 89. INCREASINGLY ANSWERS NEED TO BE DYNAMIC Time Based Location Based
  90. 90. GOOGLE NEED DATA FOR THESE QUERIES Knowledge Graph Data Partnerships Everything Else ?
  91. 91. 3RD PARTY INTEGRATION WITH IPAS (PROBABLY)
  92. 92. FACETED SEARCH: CROSS DEVICE CARDS?
  93. 93. CHALLENGES & TIPS
  94. 94. How do we check Rankings?
  95. 95. How does Attribution work?
  96. 96. Will there be Analytics?
  97. 97. RANK #0 http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
  98. 98. STAT RESEARCH: http://bit.ly/STAT-featured-snippets
  99. 99. OPERATE EARLIER IN THE FUNNEL http://www.slideshare.net/jonoalderson/searching-higher-up-the-funnel-54123155
  100. 100. POP QUIZ How many web searches have I shown today?
  101. 101. POP QUIZ How many web sites have I shown today?
  102. 102. CLUE: By my count, I've shown you 25 search screens, apps, bots or devices
  103. 103. ANSWER: I showed 2 regular web searches
  104. 104. ANSWER: (when I was showing that conversational search doesn't work there)
  105. 105. ANSWER: ...and ZERO websites
  106. 106. POWER AND CONVENIENCE MEAN INCREMENTAL SEARCHES This is where the next trillion searches / year will come from
  107. 107. COMPOUND QUERIES IMPLICIT SIGNALS PERSONAL ASSISTANTS DATA DRIVEN SEARCH INTENTSKEYWORDS PERSONAL INDEX & DEVICE AND THIS IS HOW THEY'LL BE POWERED
  108. 108. This is @TomAnthonySEO We collaborated on a lot of this thinking
  109. 109. Image credits:https://www.flickr.com/photos/daviderickson/4114851120/ https://www.flickr.com/photos/accidentdesigns/14799315568/

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