The document discusses Google's new MUM (Multitask Unified Model) technology for answering complex search queries. It provides an overview of MUM's capabilities such as building out the knowledge graph and indexing entities to provide more comprehensive answers to queries. The document also speculates on what users can expect from MUM, such as its ability to understand the natural next steps of a query and provide additional contextually relevant information.
Learn everything that is not in the official documentation about the impact that Mobile-First Indexing is really having on SEO & how you should modify your analytics strategy to respond.
This talk was first delivered at #MozCon 2019 by Cindy Krum (@Suzzicks). It reveals a theory about Google's Mobile-First Indexing that posits the idea that the change was more about organizing the world's information around the Knowledge Graph. It also suggests that Google may now be indexing units that are smaller than pages or URLs that we are calling #Fraggles (a Fragment + a Handle).
The Day After Tomorrow: When Ad Blockers Stop All Analytics PlatformsSamuel Scott
Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
The New Way Google Understands the World #Turingfest 2018MobileMoxie
Learn about how Google is using language understanding to index the information of the world based on Entities, rather than just relying on web crawling and links. Explore the possibilities of Eyes-free/voice only search and discovery and learn how your brand can compete.
Mobile Jedi Mind Tricks: Master the Multi-Screen UniverseMobileMoxie
Emily Grossman speaks about mastering Mobile SEO across all screens and devices at Distilled SearchLove Boston in 2016. Topics in this presentation include, but are not limited to:
- Mobile Friendliness
- Page Speed
- App Ranking
- Deep Links
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the...Distilled
May the mobile force be with you! There have been some big changes in mobile SEO, and the tactics that helped you yesterday may be as useless as a Stormtrooper’s blaster tomorrow. Instead, tap into the secret and subversive force of mobile marketing. From app indexing to mobile-friendliness, to predictive search and AMP, this session will explain the new skills that are required to be a mobile marketing hero.
Learn everything that is not in the official documentation about the impact that Mobile-First Indexing is really having on SEO & how you should modify your analytics strategy to respond.
This talk was first delivered at #MozCon 2019 by Cindy Krum (@Suzzicks). It reveals a theory about Google's Mobile-First Indexing that posits the idea that the change was more about organizing the world's information around the Knowledge Graph. It also suggests that Google may now be indexing units that are smaller than pages or URLs that we are calling #Fraggles (a Fragment + a Handle).
The Day After Tomorrow: When Ad Blockers Stop All Analytics PlatformsSamuel Scott
Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
The New Way Google Understands the World #Turingfest 2018MobileMoxie
Learn about how Google is using language understanding to index the information of the world based on Entities, rather than just relying on web crawling and links. Explore the possibilities of Eyes-free/voice only search and discovery and learn how your brand can compete.
Mobile Jedi Mind Tricks: Master the Multi-Screen UniverseMobileMoxie
Emily Grossman speaks about mastering Mobile SEO across all screens and devices at Distilled SearchLove Boston in 2016. Topics in this presentation include, but are not limited to:
- Mobile Friendliness
- Page Speed
- App Ranking
- Deep Links
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the...Distilled
May the mobile force be with you! There have been some big changes in mobile SEO, and the tactics that helped you yesterday may be as useless as a Stormtrooper’s blaster tomorrow. Instead, tap into the secret and subversive force of mobile marketing. From app indexing to mobile-friendliness, to predictive search and AMP, this session will explain the new skills that are required to be a mobile marketing hero.
Mobile-First Indexing & The Story Your Data Isn't Telling YouMobileMoxie
Learn about how Google's shift to Mobile-First Indexing is making it easier for Google to crowd search results, especially mobile search results with 'hosted inclusions' which are part of the Knowledge Graph. Google hosts these assets, and uses the click information to hone their algorithm about how to best match searches and questions with answers. Unfortunately, 'Hosted Inclusions' such as: Knowledge Graph, People Also Ask, Found on the Web and Related Searches generally do not drive people to your site. Instead, they keep people in Google's universe. The lack of clicks from search results in SEO's making major decisions on only 38.5% of the data.
Fighting Off Digital Marketing Imposter Syndrome with FactsMobileMoxie
With all the algorithm changes and new SERP Features that Google has released, and now the addition of Magi, Chat GPT and other AI, Digital Marketers, SEO's & PPC specialists are likely all struggling with imposter syndrome - at least to some degree. This presentation includes information about what causes SEO Imposter Syndrome and how you can facts to fight against it.
Google is now using a mobile-first index based on how devices crawl the web. It's a radical change from the old desktop-centric approach. And the change has major ramifications for SEOs.
In this session, you'll learn techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site.
How Apple's Changing Up Search: From Siri, to Safari to Spotlight - SMX Munic...MobileMoxie
Emily Grossman speaks about changes to Apple's search at SMX Munich in 2016. Topics in this presentation include, but are not limited to:
- Apple's new search engine
- Apple's market share
- Predictive search
- Suggested websites, contacts, iTunes content, etc
How to Get Ready for Google's Mobile SEO Algorithm UpdategShift
In this webinar, we review some of the trends, tips and data points you should keep in mind when preparing for Mobile SEO from Google.
1. Industry Trends
2. Mobile SEO Survey Results
3. Mobile Content Marketing
4. Software & Mobile Data:
-On-Site Ranking Factors
-Benchmarking your SEO Keywords for Mobile
-Mobile SEO Reporting
Pubcon Florida 2019 Session: UX Tweaks for Rankings and ConversionDave Davies
This session focused on all aspects of the user experience as it relates to organic SEO. In this session the speakers covered areas such as post-click and user site metric impact on search results as well as how the onsite user experience crafts that. From design and layout to content selection, format and optimization to titles and descriptions, the speakers will explored the approaches and considerations required to satisfy the users and by extension, the algorithms.
Presenters: Dave & Mary Davies
Moderator: Brian McDowell
Mike Arnesen, Founder and CEO at UpBuild | @Mike_Arnesen
If you’re a digital marketer, Google Tag Manager is your secret weapon — you just might not know it yet. Join Mike Arnesen of UpBuild and journey from the foundational foothills of GTM essentials all the way to the highest peaks of tag manager innovation (i.e., hackery). We’ll go over everything from understanding the building blocks of GTM and using things like GTM variables to simplify your life all the way to how to push out dynamic structured data to Googlebot and even make indexable changes to your site’s content without ever editing source code. Basically, you’re going to learn how to crush it with GTM like it’s your job.
Google Tag Manager Crash Course | MnSummitMike Arnesen
If you’re a digital marketer, Google Tag Manager is your secret weapon — you just might not know it yet. Join Mike Arnesen of UpBuild and journey from the foundational foothills of GTM essentials all the way to the highest peaks of tag manager innovation (i.e., hackery). We’ll go over everything from understanding the building blocks of GTM and using things like GTM variables to simplify your life all the way to how to push out dynamic structured data to Googlebot and even make indexable changes to your site’s content without ever editing source code. Basically, you’re going to learn how to crush it with GTM like it’s your job.
How Apple's Changing Up Search - SMX West 2015MobileMoxie
Emily Grossman's deck from SMX West 2015 on optimizing content for Apple Search in iOS 9.
**An updated version from SMX East 2015 has also been posted. Please refer to this for most recent changes.
Is this New - Tracking Local SEO Results IRLMobileMoxie
Learn how hard Barry Schwartz works in the SEO world to keep people up to date on what is new in Google and what is not. Then learn how this might apply to you as a Local SEO or a small business owner trying to keep track of what is going on in your Google My Business (GMB) profile or profiles.
Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!
More Related Content
Similar to Don't Blame it on Your MUM: Mobile SEO Now & in the Future - Cindy Krum
Mobile-First Indexing & The Story Your Data Isn't Telling YouMobileMoxie
Learn about how Google's shift to Mobile-First Indexing is making it easier for Google to crowd search results, especially mobile search results with 'hosted inclusions' which are part of the Knowledge Graph. Google hosts these assets, and uses the click information to hone their algorithm about how to best match searches and questions with answers. Unfortunately, 'Hosted Inclusions' such as: Knowledge Graph, People Also Ask, Found on the Web and Related Searches generally do not drive people to your site. Instead, they keep people in Google's universe. The lack of clicks from search results in SEO's making major decisions on only 38.5% of the data.
Fighting Off Digital Marketing Imposter Syndrome with FactsMobileMoxie
With all the algorithm changes and new SERP Features that Google has released, and now the addition of Magi, Chat GPT and other AI, Digital Marketers, SEO's & PPC specialists are likely all struggling with imposter syndrome - at least to some degree. This presentation includes information about what causes SEO Imposter Syndrome and how you can facts to fight against it.
Google is now using a mobile-first index based on how devices crawl the web. It's a radical change from the old desktop-centric approach. And the change has major ramifications for SEOs.
In this session, you'll learn techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site.
How Apple's Changing Up Search: From Siri, to Safari to Spotlight - SMX Munic...MobileMoxie
Emily Grossman speaks about changes to Apple's search at SMX Munich in 2016. Topics in this presentation include, but are not limited to:
- Apple's new search engine
- Apple's market share
- Predictive search
- Suggested websites, contacts, iTunes content, etc
How to Get Ready for Google's Mobile SEO Algorithm UpdategShift
In this webinar, we review some of the trends, tips and data points you should keep in mind when preparing for Mobile SEO from Google.
1. Industry Trends
2. Mobile SEO Survey Results
3. Mobile Content Marketing
4. Software & Mobile Data:
-On-Site Ranking Factors
-Benchmarking your SEO Keywords for Mobile
-Mobile SEO Reporting
Pubcon Florida 2019 Session: UX Tweaks for Rankings and ConversionDave Davies
This session focused on all aspects of the user experience as it relates to organic SEO. In this session the speakers covered areas such as post-click and user site metric impact on search results as well as how the onsite user experience crafts that. From design and layout to content selection, format and optimization to titles and descriptions, the speakers will explored the approaches and considerations required to satisfy the users and by extension, the algorithms.
Presenters: Dave & Mary Davies
Moderator: Brian McDowell
Mike Arnesen, Founder and CEO at UpBuild | @Mike_Arnesen
If you’re a digital marketer, Google Tag Manager is your secret weapon — you just might not know it yet. Join Mike Arnesen of UpBuild and journey from the foundational foothills of GTM essentials all the way to the highest peaks of tag manager innovation (i.e., hackery). We’ll go over everything from understanding the building blocks of GTM and using things like GTM variables to simplify your life all the way to how to push out dynamic structured data to Googlebot and even make indexable changes to your site’s content without ever editing source code. Basically, you’re going to learn how to crush it with GTM like it’s your job.
Google Tag Manager Crash Course | MnSummitMike Arnesen
If you’re a digital marketer, Google Tag Manager is your secret weapon — you just might not know it yet. Join Mike Arnesen of UpBuild and journey from the foundational foothills of GTM essentials all the way to the highest peaks of tag manager innovation (i.e., hackery). We’ll go over everything from understanding the building blocks of GTM and using things like GTM variables to simplify your life all the way to how to push out dynamic structured data to Googlebot and even make indexable changes to your site’s content without ever editing source code. Basically, you’re going to learn how to crush it with GTM like it’s your job.
How Apple's Changing Up Search - SMX West 2015MobileMoxie
Emily Grossman's deck from SMX West 2015 on optimizing content for Apple Search in iOS 9.
**An updated version from SMX East 2015 has also been posted. Please refer to this for most recent changes.
Is this New - Tracking Local SEO Results IRLMobileMoxie
Learn how hard Barry Schwartz works in the SEO world to keep people up to date on what is new in Google and what is not. Then learn how this might apply to you as a Local SEO or a small business owner trying to keep track of what is going on in your Google My Business (GMB) profile or profiles.
Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!
Mobile-First Indexing or a Whole New Google - Digitalzone 2018MobileMoxie
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!
Introduction to PWAs & New JS Frameworks for MobileMobileMoxie
Emily Grossman's talk about PWAs from BrightonSEO September 2017
Video slides have been replaced by a screenshot with links to the videos or their original sources.
Emily Grossman App Indexing SMX West 2017MobileMoxie
Getting app indexing right can improve mobile user experience, drive higher engagement and lead to better conversions. Google's Firebase App Indexing gets your app into Google mobile search results, whether your app is installed on a device or not.
This session takes a deep dive into the technical implementation of the Firebase App Indexing and APIs. You'll hear case studies demonstrating the results you can achieve by implementing these techniques and learn about common pitfalls and errors you can expect and how to avoid them.
Ashley Berman Hale "SEO Alchemy: Location-Based Mobile Search" - MozLocal 2017MobileMoxie
The intersection of location-based search and mobile search creates complexities, data gaps to be aware of, new security risks and new opportunities. Having the right strategy and focusing on accessibility will shape how you think about mobile and how you position your business for success.
Cindy Krum "Mobile-First Indexing for Local SEO" - LocalU 2017MobileMoxie
Google's Mobile-First Indexing could allow content without URLs to rank in search results. Google home and Google Assistant may be about to fundamentally change SEO forever.
Looking Beyond Website Competition: How Apps Impact Local-Mobile SearchesMobileMoxie
Emily Grossman speaks about apps impact on local-mobile searches at Zenith in Duluth in 2016. Topics in this presentation include, but are not limited to:
- Google Ranking App Screens (Deep Links)
- User Generated Content
- Social Media on Apps vs Web
- Location Targeting Advertising
Digital Marketing & Artificial Intelligence - Zenith 2016MobileMoxie
Cindy Krum speaks about Digital Marketing, Artificial Intelligence, Learning Algorithms and API's at Zenith in Duluth in 2016. Topics in this presentation include, but are not limited to:
-Exponential Growth of Technology
-Learning AI/Bots
-Application Programming Interface
-Automating Marketing
Google & Bing App Indexing - SMX Munich 2016MobileMoxie
Emily Grossman speaks about Google and Bing app indexing at SMX Munich in 2016. Topics in this presentation include, but are not limited to:
- App Packs vs Deep Links
- App Indexing API
- Google App Indexing "POD"
- Bing Deep Linking
What You Need to Know About Google App Indexing - SMX West 2016MobileMoxie
Cindy Krum speaks about App Indexing and How to Get Your Apps Indexed and Ranking ASAP at SMX West, San Jose 2016.
Topics in this presentation include:
- App Packs and Deep Links
- iOS Apps User Experience
- Parity
- Public vs. Private Indexing
7. Blame it on Your MUM
What About Good Old MUM
MUM: Multitask Unified Model
Google’s new
technology for
answering complex
search queries.
MobileMoxie.com
@Suzzicks
47. But if they cant do that….
They want to Narrow it
down
And Learn Next Steps &
Refinements
MobileMoxie.com
@Suzzicks
48. But Why?
Feeding Machine Learning
Algorithms for Language
Understanding
MobileMoxie.com
@Suzzicks
49. Google Cares About Voice Search – Even if
SEO’s Mock It
The global smart
speaker installed
base is expected
to reach 640
million 2024,
doubling from 320
million in 2020
MobileMoxie.com
@Suzzicks
50. Spoken Language is Confusing Compared to
Written Language
MobileMoxie.com
@Suzzicks
51. Google &
Amazon BOTH
Want to Crack
the Code for
Voice Shopping
… Pretty Bad
MobileMoxie.com
@Suzzicks
55. • Desktop: 46.5% of
searches were zero-click
• Mobile: 77.2% of
searches were zero-click
MobileMoxie.com
@Suzzicks
56. Google Blames This
on:
o Reformulating queries to
find more relevant results
o Looking up quick facts
o Finding local business
details
o Navigating from the results
directly to an app
MobileMoxie.com
@Suzzicks
64. Monolithic vs. Microservices vs. Faas
Function
Function
Function
Function
Function
Function
MicroServices
MicroServices
MicroServices
Monolithic
Application
MobileMoxie.com
@Suzzicks
71. Speakable Schema:
FAQ, How To & Q&A
FAQ
• Great for lots of page types – Product, Blog Post, Pricing,
Category, etc.
How
To
• Great for Blog Posts, Pricing Pages, Feature Pages
Q&
A
• The Toughest One – Questions Have to be Submitted by Users
FAQ
How
To
Q&A
MobileMoxie.com
@Suzzicks
72. And this makes
sense because
of Voice. They
Need Answers –
Not lists of
Websites
MobileMoxie.com
@Suzzicks
Basically - remember how we had to transition to new GSC basically at the same time as the MFI roll out?
Changing how success and success metrics are measured to make it more about visibility than traffic
Just thinking about how muddy this could make the waters though - Things like AMP stories, where they re-mixed images, videos, quotes and facts from all over - every source would count one view as a 'success' an it would incentivize Google to re-mix LOTs of stuff that way, an it would cause huge inflation in whatever the 'success' metric is - making it somewhat meaningless
Also fits well with Google changing its stance on AI generated content the same week that they stop crediting Wikipedia in the London Knowledge Graph - Google will create even more AI-generated mashups - and they can credit way more sites as sources, and get out of legal hot water that way.
How will this play out for SEO in the long term?
It is:
Multimodal
Connected
Sequential
If you have read anything that we have published at MM recently, you know that we believe that MFI is really EFI.
-What does that mean? It means that Google has re-organized it’s brain around entities, rather than keywords. It is a fundamental shift, because it means that language and keywords are one-step removed from rankings. They are used to modify larger, language agnostic concepts called entities.
Entities are concepts that persist across all languages. The entity relationships are the same in every language, so Google can learn something once, and then assume it to be true in all languages. This is powerful, and it changes the game.
Mothers are pretty great at euphemisms, but this is important, because in some cases, this change has been a complete land-grab.
So the theme of todays talk, is Mothers and Mothers Day – a topic that Google clearly understands pretty well. And I don’t know everyones mothers, but I know my mother, so she is the inspiration for this speech.
And one thing I know for sure is that my mom likes animals – especially cats, but also some dogs - she is a bit more picky there.
https://www.boredpanda.com/silly-animal-portraits-photoshoot-catpartypetportraits/?utm_source=google&utm_medium=organic&utm_campaign=organic
But lets start with dogs. Google understands dogs and dog breeds pretty well.
Google cares about their users more than they care about SEO’s
And users love stuff that looks like this – because it makes it easy to break a topic down, and fin the answer that you are looking for. Lots of pictures, and expanders and filters.
But what does this mean?
They have enough demand for this page
Or a deep enough understanding of this topic that they want to pre-parse and link some related topics
Google talks about the Topic Layer – and This is a view into the Topic layer – and Google wants to use their understanding of topics to create results like this on all different topics,
And they do that with their language understanding
Ok lets switch to cats – a specific type of cats. This is how these SERPs look now – Even more pictures, expanders and filters.
So this is clearly the topic
Filters
Images
Wikipedia with more images
And PAA – Users love this, but Google loves it too, because it feeds their understanding of the topic, and the intended meaning of a query or next steps.
Then of course – the actual KG, which – they just call ‘ABOUT’ because the reality is, the whole page is kind of a KG. We know that Google has developed canonical qustions, but this appears to be an example of a canonical answer – something where the understanding of the topic is much harder to break into.
And look at this – NEXT
even in the suggested queries, we are now getting images and more PAA’s.
Ok – new cat breed - I only searched for Russian Blue, NEXT
but since I did it in sequence after Siberian – it is remembering that and giving me a carousel of other cat breeds,
and the KG for Russian Blue below.
But in this query, I didn’t actually search for the Siberian at all –
See - it just remembers I did and is trying to be helpful.
This is important because as long as you are logged in, Google can create a chronology of users cross device searches
To learn and potentially crat a canonical path, or funnel of unrstanidng for topics. This is important bcaus Multi-modal quris ar usually built out of mor than on query -
Like this!
https://blog.google/products/search/multisearch/
And Google has written about this already, calling it Multi-search.
https://blog.google/products/search/multisearch/
And while you may have your doubts about the importance and meaning of ‘Voice Search,’ ‘Visual Search is growing a lot, and is a super powerful tool. Not only can you search for ‘how to fix’ and then submit a picture like this,
But you can also search submit images or video for a live AR translation overlay which makes it a very easy and useful entry for non-techy people most into Augmented Reality
Maybe they just want to get people directly to Merchant Center where they can control the interaction and the transaction.
“List your products for free
We’ve made it easier for you to have your products discoverable in the Shopping tab for free on Google. You can increase your exposure at no cost to you by listing your products on Merchant Center or directly through your e-commerce platform (like Shopify, WooCommerce, BigCommerce, GoDaddy, Prestashop, Loja Integrada and Mercado Shops).”
https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/grow-online-and-in-app-sales/
Google’s Goal was to Organize the Information of the World – NOT the Websites of the WorldAnd MUM Gets them closer to that goal.
Refining queries or adding modifiers
Which can be fascinating from an SEO perspective,
---Like when this image search is given filters and basically turned into a shipping search.
But SEOs are still not fully understanding the impact that different devices can have on Google’s responses.
EX: if we stay out of images, Google still treats it like a shopping query,
But on mobile, they add some filters at the top – above the ads
And on desktop, the filters are included with a Popular Products pack of from Google Merchant Center, below the Google Ads, BUT they also add some disambiguation on the right, beaus on a desktop, it is more likely that you are researching a topic than just shopping – so disambiguation to clarify – are you shopping, or looking for a totally different entity, that is a band, which just happens to be called Mom Jeans.
VideoThis is about shopping….and buying….Mostly.
But even on mobile, they understand the entity enough to know that there are other things relevant to the entity that people might want – like the SNL video
So of course – here that is!
But even when you add your own refinements - like ‘best’
Google stacks up as many ads at the top as they can
VIDEO
Then tries to link you to collections from ‘found across the web’ which will just link you to a new page, with results, but more ads a the top.
PS – the same thing is not happening on desktop, so if you are testing queries on desktop and assuming that the Google inclusions are the same, you are likely wrong.
So when they are improving the algorithm ‘for the benefit of the searcher’ that almost always coincides with making it easier for Google to make money too – one way or another. Just look at this image pack, where all but 3 of the 9 images just happen to be products.
And if you haven't been paying attention, Google has really been beefing up Merchant Center, including their free product listings, so if you want the Product icon on your images, or you want to show up in a Popular Products pack – you can! These are things that are not traitionaly considere SEO, but I firmly believe that most people in the industry need to update their understanding of what is and is not SEO.
All to feed their understanding and anticipation for the next query – which I think, is very much related to dear old MUM. MUM means multimodal but also compound queries.
And if we can’t buy something or click on an ad, at last we can help build their language and understanding models for the entity.
Google really cares about language and understanding, but…
We all know that voice ‘search’ is often not a search in the way that we are used to – but it still can be a request for information that is like a search, or it can be a simple instruction to interact with a digital device. Google is monetizing these things differently, but just because it is not SEO doesn’t mean it doesn’t matter. There is an opportunity for a brand to make an impression, and drive awareness and loyalty, but it could be different from what we are used to.
Google Assistant supports more than 50,000 smart home devices.
66% of surveyed smart speaker non-owners are bothered that voice-enabled smart speakers are always listening.
Nearly one-fifth of all voice search queries are triggered by a set of 25 keywords, such as “what” or “how,” and adjectives such as “easy” or “best.” 76% of smart speaker users perform a local search at least once a week. 46% of users look for local business information every day. Restaurants are the most commonly voice-searched businesses. 28% of voice searchers go on to call the business they voice-searched. Phone calls convert to ten to fifteen times more revenue than web leads.Read more at: https://thrivemyway.com/voice-search-stats/
https://serpwatch.io/blog/voice-search-statistics/
Spoken language is hard!!! A brilliant SEO who cares a lot about MUM, and also happens to be a MUM, illustrates this perfectly.
We forget how many context clues go into understanding spoken word, and I think MUM is partially designed to help provide the assist.
Think about….
Gestures, Facial Expressions, Intonation, Pauses, Extra Words
Accents, Cadence, Local & Geographic Differences
Voice Search Queries will be more open-ended & earlier in the funnel – like: Ideas for ‘Mothers Day Gifts’ or ‘Same-day flower delivery’
Maybe they just want to get people directly to Merchant Center where they can control the interaction and the transaction.
“List your products for free
We’ve made it easier for you to have your products discoverable in the Shopping tab for free on Google. You can increase your exposure at no cost to you by listing your products on Merchant Center or directly through your e-commerce platform (like Shopify, WooCommerce, BigCommerce, GoDaddy, Prestashop, Loja Integrada and Mercado Shops).”
https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/grow-online-and-in-app-sales/
They are even trying the same thing to get people to buy online as a last ditch effort to get them before they go to an offline store and buy things.
Because the truth is, it is hard for anyone, including Google to get a CTR in mobile anymore.
So everyone – including Google, has to be more creative, and understand the differences for mobile.
And like this MUM, if you are not paying attention, you might just loose something really important.
So mobile is a big deal for Google but…
Google cares about mobile, and monetizing mobile, because they want to get and keep those clicks, but then
Why give up on AMP?
Maybe because they got enough training data from the people who built AMP pages and linked them to desktop, that they don’t need it anymore?
Because it seems that what Google learned is that the big deal about AMP that they can’t programmatically do on their own in Chrome, was the pre-fetching and cloud-hosting of the assets So they found an easier way to do that.
So there may be a new SEO activity that Google begins to incentivize, and that could just be Signed Exchanges.
Or Perhapse it is just hosting assets with Google
So again, I want to reiterated that Mobile and the way Google sees it may be different than you think
Mobile is not about phones per say, but portability. Making language and understanding portable, and reusabile, based on entities and understanding, rather than simply keywords.
And this fits well with the evolution of technology too – if you think about it, we have gone….
And the same process goes the other direction in development. We have gone from huge websites, and with JavaScript & Server components to Apps
And the Web apps started as huge, but then smaller, focusing on just a few things, so they were called MicroServices.
And now they are being broken into even smaller apps, that basically just do one function at a time – called FaaS or Functions as a Service. And while they all cooperate and look the same on the front end, they are also being broken into component parts in the back end.
This is where the future of the web is – in Cloud interactions, APIs, Micro-services and Functions as a Service. And Google knows this – they are just trying to keep up with the technology, to make sure that they can still crawl and index it all.
But if you think about the web, and accept that this is the direction things will likely go in the future, you can understand that Mobile-First Indexing – yes, is about a mobile crawler and making desktop content match the mobile content – but it really is about much more. It is about the 2nd phase of indexing – when Google renders the JavaScript –to get the content.
https://algorithmia.com/blog/what-is-serverless-computing
And Google has reversed that, breaking the web down into smaller pieces – Passages, Tokens, Fraggles, whatever – and began understanding and indexing how those thigns build up to bigger things, which build up to bigger things.
And this is important because Google’s ability to slice and dice, and then re-mix content is huge, and it is likely going to continue to erode the traffic that we get to our websites, ad Google continues to lift the best stuff from a variety of sites, and just put it directly into search results.
Because with the announcement of Passages and Sub-Topics, we know that where Google used to index the web one page at a time, now they index tokens or items within pages, and they can evaluate them separately, without the rest of the page dragging down the value of a part of it, or diluting the focus of the page.
And we get wiffs of this kind of things with the modularization of items in the Gutenberg version of Wordpress – which Google is helping with. Things are being broken down into their component parts – elements and modules
And if you don’t remember, I have historically been good at predicting actions from Google as much as 2.5 years before they are officialy announced.
AMP Highlighting for Featured Snippets
Chrome Also Announced that they will add the ability to share links to specific parts of pages, even without a JumpLink is a coming feature in New Chrome,
But there is more – they are having developers add schema to videos to explain what each section is about within a timestamp, but that is just training data
https://searchengineland.com/google-video-structured-data-with-clip-markup-and-seek-markup-348781
For this – which has already been announced
https://searchengineland.com/google-video-structured-data-with-clip-markup-and-seek-markup-348781
And the way Google does that is with Schema - and the biggest one, which we are seeing lots of success with, is Speakable Schema. Google would say that Schema does not directly impact rankings, but I can tell you that indirectly, it definitely does, and it does a lot for Click Through as well.
We think that this kind of SEO is the most Forward Thinking SEO out there, because we know that Google intends to speak these results to their users. It is in the name!! And it definitely fits with most of the things Google is focusing on that are not search.
So we recommend building at least one of the Speakable Schema options into as many templates as you can. Things like FAQ, How To and Q&A can be great for conversion, but also great for SEO, so it shouldn’t be a hard sell. Just make sure that they are in groups of 3 or more, so that they are counted. So 3 FAQ questions, 3 Steps in a How To or 3 Q&A.
You can do a FAQ for nearly anything, and it can go on the bottom of an existing page – it does not just have to be a separate page. It can be an FAQ about a product, or service, or a concept.
And Basically the same is true for How To. It does not have to be a How To Blog post – it can be – How to Get Started with our products, How To sign up for our subscription service, How to Pick the best XYZ product for you, etc. Q&A is the hardest, because it has to be questions that are submitted by Users – so that will require a bit more programming, but might be super useful.
https://www.seroundtable.com/duplexweb-google-bot-31522.html
The DuplexWeb-Google user agent crawls occur a few times a day to a few times an hour, depending on the feature being trained, but these runs are calculated to not overload your site or disturb your traffic.
It is not used by Google Search for indexing SO does not recognize the on-page noindex directive. To block it, "you must explicitly block the DuplexWeb-Google user agent using the Disallow robots.txt file. This will work unless:
There are any wild card user-agent groups – it will not be blocked if it is still enabled in Google Search Console – the default setting. You have to change the default settings in Search Console, then it will be included in blocked user-agend groups that are referenced with a wild card.
Big deal
Why is it so different?
It seemed like a big deal that they couldn't just upgrade and improve what everyone was using, it had to be new. I am seeing the same thing with GA4 - BUT, I think it is because Google is going to try to get out of legal trouble with the EU and intellectual property theft stuff, and monopoly stuff in a way that can only be handled by a new method of analytics that counts things differently
so - the idea is basically that Google needs new analytics to 1) muddy the measurement waters, but 2) find a new way to attribute success, that makes the website feel better about Google stealing their content, and 3) Google will say that the changes are all about protecting users privacy, but really, it is CYA on other legal concerns.
So I think GA4 might eventually make it easier for webmasters to count 'exposure' in a serp or anywhere from a Google property as a success, rather than the main success being measured by visits or sessions.
I see paralells between the transition in GA that is planned and the previous transition of GSC – which in my mind, was associated with the transition to MFI
- Why do we need a whole new setup?
Such a coincidence that the timing corresponds so closely with this – just 2 months before!
Tried to show cross device attribution, but wasn’t great at it.
Even worse at cross-device + cross-channel attribution.
Also not good at tracking Web Apps & On-Page engagements other than clicking to a new page
GA4 Wants to be better at cross device and Multimodal Attribution.
Google Calls State Changes, Page Refreshes, and Changes to the History State (All JS driven events) Virtual Page Views. You have to be Careful to set things up so that you are not double counting.
Now that Google demanded everything be Responsive, and all the media mediation has moved to cloud functions, Google may be about to ask for metadata about when certain assets should be shown on certain devices. (Ya – this looks like it is from the 1990s, but the last commit was 9 days ago written buy a guy working on Signed Exchanges at Google. A guy who also worked on the Google AMP packager, which allowed Google to show the original URL of an AMP page, even though Google was serving it directly from their cache.
https://github.com/google/webpackager/blob/main/docs/supported_media.md
https://twifkak.com/blog/properties.html
Signed exchanged are hard to explain, but Google cares about them a lot because they let them pre-fetch and pre-connect to things that don’t actually exist on a page per-se, but just exist on a hypothetical page that could be compiled by the cloud at some point when the right conditions happen in a request.
With SXG – Frontend edge server from Google – PWAs can now communicate and open files from the operating system – potentially leveraging IoT information from edge servers. Or, potentially using FaaS functions on the cloud to this help Google lift and represent your content on different surfaces. Making lots of web content – potentially hybrid cloud content – where pages don’t even have to exist - they are just compiled on the and populated with data from the cloud
They basically turn every thing where they are set up into an API.
RFC=Request For Comments
https://www.rfc-editor.org/rfc/rfc9116#name-example-of-a-signed-securit
Be Creative & Have Lots of Different Kinds of Content
Put Content Out in As Many Channels as Possible – Even if You Can’t Measure it
Re-mix Your Own Content, & Expect Google to Do it Too
Expand What You Measure, & How You Measure it for Success
Fast
Fast
Know what You can Reasonably Rank For
Focus on Keywords Where You have A Good Chance to be Seen
Rank What You Can – Even if It is Not On Your Own Site
And Knowledge Graph takes up a full 20% of the SERP