Google's A.I. is Smarter Than You: What Does That Mean for Google Ads and SEO
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Go Fish Digital's Daniel Russell explains how Google uses Artificial Intelligence (A.I.) to adjust the results and ads that searchers see, and how marketers can use Google's patents to look into the future.
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Google's A.I. is Smarter Than You: What Does That Mean for Google Ads and SEO
- 1. GOOGLE’S AI IS SMARTER THAN YOU: WHAT DOES THAT MEAN FOR GOOGLE ADS AND SEO? D A N I E L R U S S E L L @dnlRussell
- 3. George Mason University School of Law @dnlRussell
- 4. Antonin Scalia School of Law @dnlRussell
- 5. George Mason University School of Law @dnlRussell
- 7. Antonin Scalia School of Law @dnlRussell
- 9. Antonin Scalia School of Law @dnlRussell
- 10. Antonin Scalia School of Law A S S O L @dnlRussell
- 15. PONG @dnlRussell
- 17. @dnlRussell EXPERT SYSTEMS Complex implementation of exhaustive rules intended to approximate intelligent behavior /ex·pert sys·tem/
- 18. @dnlRussell HALO
- 19. @dnlRussell GO
- 20. @dnlRussell ARTIFICIAL INTELLIGENCE The ability of a computer system to deal with ambiguity /ar·ti·fi·cial in·tel·li·gence/
- 21. WE USE AI EVERYDAY @dnlRussell
- 26. @dnlRussell ARTIFICIAL INTELLIGENCE The ability of a computer system to deal with ambiguity, by making predictions using previously gathered data, and learning from errors in those predictions /ar·ti·fi·cial in·tel·li·gence/
- 32. @dnlRussell RECAP Expert Systems - use rules to approximate intelligence. “Dumb A.I.” Artificial Intelligence - system navigates ambiguity by learning from data. “Smartish A.I.” Massive amounts of code Google has tons of A.I. driving search and ads
- 34. RESOLVING PRONOUN AMBIGUITY IN VOICE QUERIES PATENT 01 @dnlRussell
- 35. Voice search - it’s gonna be big! Stressed queries and stressed cores What is his name? @dnlRussell
- 36. PHRASE-BASED QUERIES @dnlRussell NaturalLanguage%ofQueries 0 17.5 35 52.5 70 Year 1995 2005 2010 2015 2020 Search starts Google has trained us to use keywords Voice search becomes more prevalent
- 37. NATURAL LANGUAGE SEARCH RESULTS FOR INTENT QUERIES PATENT 02 @dnlRussell
- 38. You speak different than you type Natural language queries started high, went down, and are coming back Likely drawing from Google Assistant learnings @dnlRussell
- 40. Nearby locations now included! No more crazy location lists On page text and anchor text for inbound links come together for more accurate results IP address still valuable Aa @dnlRussell
- 41. SYSTEM AND METHOD FOR ENHANCING USER SEARCH RESULTS BY DETERMINING A TELEVISION PROGRAM CURRENTLY BEING DISPLAYED IN PROXIMITY TO AN ELECTRONIC DEVICE PATENT 04 @dnlRussell
- 42. @dnlRussell
- 43. Creepy? Yes… Increased application functions This is to make the $$$$ @dnlRussell
- 44. @dnlRussell THIS COULD MEAN… ๏ Optimize for popular TV shows and major ad campaigns ๏ Separate in-home vs. out-of-home ad groups (like mobile vs. desktop customization)
- 45. RANKING QUERY RESULTS USING BIOMETRIC PARAMETERS PATENT 05 @dnlRussell
- 46. @dnlRussell
- 47. Google might look at your face? Front-facing cameras required Camera-in-use notification? Hopefully… @dnlRussell
- 48. @dnlRussell THIS COULD MEAN… ๏ Color schemes have to be part of your SEO/SEM strategy ๏ Shrinking attention spans have more of an impact
- 53. @dnlRussell NEW PATENTS Every Monday evening or Tuesday morning (even on Holidays)
- 54. HOW DO YOU KNOW A PATENT HAS BEEN APPLIED? @dnlRussell
- 56. @dnlRussell VERIFIED ๏ Answer boxes begin rolling out (#1 position sees 15% avg. traffic drop — now roughly position #2 equivalent) ๏ Natural language improvements (voice search users perform 43% of searches at home)