The search giant Google has gone back to its roots with the launch of a new technology – “Google Knowledge Graph”. The technology, launched on May 16, leverages the idea of a “semantic Web” focused entirely on user experience. Now when users input a search query on Google, relevant and related information about that query will be provided in a box to the right of the results page. These results will go above and beyond what has previously been provided on search results pages. While users will benefit from more relevant and accessible search results, marketers may see changes in their organic rankings and side-site metrics.
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
This document is intended to give CIPR members insight into how Google Analytics can be used as a broad based measurement platform to help better demonstrate the value of PR and comms activity.
The report offers elaborate profiles of two hundred (200) Social Media Monitoring (SMM) tools and services worldwide including key product features, product applications, product screenshots, pricing and client information on more than 150 SMM tools and services, and much more. The Analysis part of the Report also provides a detailed guide to selecting and using SMM tools and services, definition of important SMM concepts and key applications, and up-to-date information on market trends including M&A activity.
Visit our SMM Tools and Services Report page at http://ideya.eu.com/reports.html
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
Google's guide to innovation: How to unlock strategy, resources and technologyrun_frictionless
Organizations are facing unprecedented change and challenges stemming from a confluence of natural and artificial conditions. These forces are driving many to rethink the tools and technologies they use, and the places they need to be, to grow, and to innovate.
https://runfrictionless.com/b2b-white-paper-service/
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
This document is intended to give CIPR members insight into how Google Analytics can be used as a broad based measurement platform to help better demonstrate the value of PR and comms activity.
The report offers elaborate profiles of two hundred (200) Social Media Monitoring (SMM) tools and services worldwide including key product features, product applications, product screenshots, pricing and client information on more than 150 SMM tools and services, and much more. The Analysis part of the Report also provides a detailed guide to selecting and using SMM tools and services, definition of important SMM concepts and key applications, and up-to-date information on market trends including M&A activity.
Visit our SMM Tools and Services Report page at http://ideya.eu.com/reports.html
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
Google's guide to innovation: How to unlock strategy, resources and technologyrun_frictionless
Organizations are facing unprecedented change and challenges stemming from a confluence of natural and artificial conditions. These forces are driving many to rethink the tools and technologies they use, and the places they need to be, to grow, and to innovate.
https://runfrictionless.com/b2b-white-paper-service/
Understand Your Customers' Social BehaviorsCharlene Li
Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your social strategy. Presented by Charlene Li and Jeremiah Owyang, Altimeter Group, on January 20, 2010. Recording is also available at blog.altimetergroup.com.
Is your client suffering from the dreaded 20% Problem? It’s out there. And the problem is spreading. But luckily it’s easy to diagnose! You just need to ask your client one simple question:
"What percentage of the functionality of this marketing technology are you using?"
NOW IT'S PERSONAL, From Discovery to Trust : Havas Digital InsightsHavas Media
The Search landscape has evolved over the last ten years and provided us with greater insights into consumers and the ways they interact with Search Engines. Over the last five years Google has evolved into a socially focused Search Engine, aiming to achieve their goal of providing personalized results influenced by a user’s Social Network. The impact of this personalization is altering Search space by changing the way consumers interact in today’s always-on world.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
To determine the demand post secondary institutes would have for a social media aggregator, we conducted market research and then developed a presentation .
While many sectors still believe highly in the relevance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), many is very interested to know just what the future holds for paid search, PPC, paid social and other integral elements of Search Engine Marketing. Read our presentation to learn more.
Check out out original blog post here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-in-2020-infographic/
Michael Kahn expresses his excitement and leadership plans as he steps into the role of Chief Executive Officer, Performics Worldwide. Check out our informative interview here:
Rich media and rich results in the SERPs are significant entities and points of entry for discovery in the customer journey. Rich media usually take more effort to create, but sites that do create it and mark it up effectively with structured data face less competition in those media categories and are able to increase visibility and traffic.
There are five things I usually hear when talking to clients about social media and marketing. These are only 5 of 10 myths. I'll release a part II in the coming months.
Twitter and YouTube to Reach Consumers and MediaKetzirah Lesser
Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009
Presentation was given live with a Twitter simulcast providing links to additional resources.
Understand Your Customers' Social BehaviorsCharlene Li
Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your social strategy. Presented by Charlene Li and Jeremiah Owyang, Altimeter Group, on January 20, 2010. Recording is also available at blog.altimetergroup.com.
Is your client suffering from the dreaded 20% Problem? It’s out there. And the problem is spreading. But luckily it’s easy to diagnose! You just need to ask your client one simple question:
"What percentage of the functionality of this marketing technology are you using?"
NOW IT'S PERSONAL, From Discovery to Trust : Havas Digital InsightsHavas Media
The Search landscape has evolved over the last ten years and provided us with greater insights into consumers and the ways they interact with Search Engines. Over the last five years Google has evolved into a socially focused Search Engine, aiming to achieve their goal of providing personalized results influenced by a user’s Social Network. The impact of this personalization is altering Search space by changing the way consumers interact in today’s always-on world.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
To determine the demand post secondary institutes would have for a social media aggregator, we conducted market research and then developed a presentation .
While many sectors still believe highly in the relevance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), many is very interested to know just what the future holds for paid search, PPC, paid social and other integral elements of Search Engine Marketing. Read our presentation to learn more.
Check out out original blog post here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-in-2020-infographic/
Michael Kahn expresses his excitement and leadership plans as he steps into the role of Chief Executive Officer, Performics Worldwide. Check out our informative interview here:
Rich media and rich results in the SERPs are significant entities and points of entry for discovery in the customer journey. Rich media usually take more effort to create, but sites that do create it and mark it up effectively with structured data face less competition in those media categories and are able to increase visibility and traffic.
There are five things I usually hear when talking to clients about social media and marketing. These are only 5 of 10 myths. I'll release a part II in the coming months.
Twitter and YouTube to Reach Consumers and MediaKetzirah Lesser
Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009
Presentation was given live with a Twitter simulcast providing links to additional resources.
Be Bold. Be Daring. Shoot for the Moon. - eHealth in 2011Ketzirah Lesser
At ePatient Connections 2010 Joe Shields,Director of World Wide Innovationsat Pfizer asked three questions of those in attendance.
This is our answer to Joe…
RTC Perspectives, May 2012: Thank You, Star TrekRTC
This quarter, "Perspectives" focused on Star Trek and looked at the developments in culture, technology, medicine and even travel that we owe to this iconic series. Contributions come from the Dii, Account, Creative, Strategy, and PM teams at RTC, and original cover art is by Joshua Scott.
RTC POVs: Facebook Timeline for Pharma Brand Pages, April 2012RTC
Facebook has rolled out its Timeline feature for brand pages, and is offering more options than ever for brands to connect with their fans within the social network. However, there are implications for pharma that marketers must be aware of.
Advanced Content Marketing & SEO: How to Publish More and Rank HigherAndy Crestodina
The art of delegation, collaboration and repurposing. These are advanced content marketing tactics for search engine optimization (SEO) for people who want to publish more content and rank higher in search. Learn how to...
• Turn your sent mail into high ranking articles
• Delegate repeatable tasks to virtual assistants
• Update older content for higher rankings and more traffic
• Support the URLs that need it most with targeted links in roundup contributions
Recommended for bloggers and marketers with 5+ years of experience, or anyone who wants to level up their content marketing and SEO skills.
Discover the evolution of Google's "not provided" situation, the reasons behind this change, the implications and, most importantly, find out what to do to adjust to the new situation.
GA4 (Google Examination 4) is the latest version of
Google Analytics, giving a more secure way to deal with
clients across sites and applications, depending less on
ad hoc cookies to stay consistent with future
improvements in security guidelines.
Top 9 Search-Driven Analytics Evaluation CriteriaJames Capurro
In our personal lives, search has transformed how access information. Google, Facebook and Amazon have raised our expectations for how we want to access data at work. Finally, after a decade of failed promises and misguided approaches in the enterprise, search is making a comeback.
In this book, we present nine different criteria that you can use to evaluate search-driven analytics products - everything from training time to search intelligence, data modeling, and total cost of ownership.
How Can You Step Ahead In Search Engine Optimization With Data MiningKavika Roy
You have probably heard, used, and perhaps even overused those buzz words as you persuade consumers how to take their business to the next stage. The terms are more than just the effective aspect of your sales pitch. However, their apparent popularity is an indication that in pursuing digital marketing and search engine optimization, we have entered a new age. In this article, we are going to dive in to unpack the words, research their importance to SEO, and go over some best practices to say a data-driven SEO story.
https://www.datatobiz.com/blog/search-engine-optimization-data-mining-approach/
Google Recommendations and Implementations Strategiesgbrynza
This group paper was written in my Managing Organizations class with Dr. Chio at the University of Washington Tacoma. This paper describes the recommendations and implementation strategies to be taken when the SWOT Analysis of Google was revealed.
Trends Toward Google Secure Search Affects Google Analytics Results - iSEO AI...iSEO AI
In the rapidly evolving realm of digital marketing, understanding and adapting to changes in data collection and analysis is paramount. One significant trend that has had a profound impact on how marketers interpret website traffic data is the shift toward Google secure search. This move towards enhanced user privacy has led to a transformation in the way search data is reported in Google Analytics, and subsequently, it has influenced the insights and strategies derived from this platform.
Google analytics summit 2013 in 13 slidesIntan Andini
Google Summit is an annual event held by Google Analytics Team for their premium customer and partners.
Google has 14 announcements in this summit last October.
Enjoy my 13 slides Review of Google Analytics Summit 2013.
Google Analytics 100% (not provided) - what does it mean? Crafted
Google recently turned 15 years old, marking the occasion two significant developments that will be
of interest to, and affect, anyone using Google Analytics. One shift now obfuscates all keyword data from natural, or organic, search traffic (commonly a goal in an SEO campaign).
In this resource document we will give you the background on the stopping of all organic keyword data and in what ways it will affect digital marketing campaigns.
Daniels Fund Ethics Initiative University of New Mexico .docxtheodorelove43763
Daniels Fund Ethics Initiative
University of New Mexico
http://danielsethics.mgt.unm.edu
This material was developed by Jennifer Sawayda under the direction of O.C. Ferrell and Linda Ferrell. Stephanie Amalfitano and
Matthew Moody worked on a previous edition of this case. It is provided for the Daniels Fund Ethics Initiative at the University of New
Mexico and is intended for classroom discussion rather than to illustrate effective or ineffective handling of administrative, ethical, or
legal decisions by management. Users of this material are prohibited from claiming this material as their own, emailing it to others, or
placing it on the Internet. Please call O.C. Ferrell at 505-277-3468 for more information. (2012)
Google: The Quest to Balance Privacy
with Profits
INTRODUCTION
When Sergey Brin and Larry Page created their search engine “BackRub” in 1996, they could not
have imagined at the time what the future held for their creation. BackRub was unique in that it
used links to rank web pages. Before this time, search engines tended to use algorithms that only
took into account key words, so when a certain item was searched, the user might receive links to
webpages that were both legitimate and less legitimate (or irrelevant). Brin and Page’s algorithm,
which they dubbed PageRank, accounted for links, roughly equivalent to citations, which went into
and out of the website. This complex mathematical algorithm worked. Results were ranked
according to their relative importance, allowing users to see the most “legitimate” search results
first. In 1998, the search engine Google was officially born, named after the term “gogol,” a
mathematical term for a 1 followed by 100 zeros.
Google’s ease of use for users propelled the search engine to its number one status, ousting
competing search engines such as WebCrawler and Infoseek. As Google gained in popularity, it
expanded into a number of different ventures, including advertising, book publishing, social
networking, and mobile phones. The company also acquired or owns a number of other well-known
sites, such as Orkut (a social-networking site popular in Brazil and India), the photo-sharing site
Picasa, and YouTube, the most popular video sharing site in the world. In 2011 it launched Google+,
a social networking site being watched carefully by its competitor Facebook. For four consecutive
years, Google was considered to be the most valuable brand in the world (although it was
surpassed by Apple in 2011). Approximately 2 billion searches a day are performed through
Google’s search engine.
As is common with most large companies, Google has experienced its share of ethical issues. Its
mantra “Don’t Be Evil” was questioned after it entered China, where it allowed the government to
censor some of its sites. Its wide reach and its plans to publish millions of books online has incurred
lawsuits from both publishers, who accused the co.
RTC POVs: FDA Warning Letter for Copaxone, March 2012RTC
In March of 2012, the FDA released a warning letter for the drug Copaxone for its patient testimonial website. In this POV, Dii's Ruth Lim discusses the FDA's concerns and the implications for pharma companies and marketers.
RTC POVs: FDA Guidance on TV Ad Pre-Dissemination ReviewRTC
In March 2012, the FDA released new guidelines for certain direct-to-consumer television ads. In this POV, Leigh Miller discusses RTC’s interpretation of the guidance as well as implications for broadcast media as a whole.
Since our first Perspectives of 2012 was published so close to President's Day, we took Presidential technology as our theme and decided to ask the question: What if the Presidents had used technology? If tools like YouTube, Facebook and Twitter had been available to our historical leaders, how would they have used them?
FDA Warning Letters: Dr. Reddy's Labs, January 2012RTC
The FDA recently released a warning letter to Dr. Reddy’s Laboratories’ for the HCP site for their product Fondaparinux. The website was cited for failing to prominently display the boxed warning in both the copy and navigation. This POV, from RTC's Digital Integration and Innovation team, gives more background on the FDA warning and discusses the implications for drug companies and marketers.
In late 2011, the FDA released a document addressing how the pharmaceutical industry can and should respond to requests about off-label drug usage. This POV provides more information about the guidance document, highlights the key issues, and offers use cases to consider in the digital realm.
RTC's Dii team has created this overview of the various options that are available to patients looking for support in managing their health care. The landscape includes mobile apps, devices, websites, and more.
The FDA's October 2011 warning letter to Otsuka demonstrates the importance of making accurate and fully supported claims and associations on pharmaceutical websites.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
PHP Frameworks: I want to break free (IPC Berlin 2024)
RTC Google Knowledge Graph POV June 2012
1. The Google Knowledge Graph –
Moving Toward a “Semantic
Web”
Highlights By: Chloe Ravat, Coordinator| Sara Collis, Associate Director
Insights and Innovation
Google has rolled out new search June 18, 2012
technology called the
Knowledge Graph.
Summary
The Knowledge Graph is based The search giant Google has gone back to its roots with the
on three components: 1) Find the launch of a new technology – “Google Knowledge Graph”.
Right Thing, 2) Get the Best The technology, launched on May 16, leverages the idea of
Summary and 3) Go Deeper and a “semantic Web” focused entirely on user experience. Now
Broader. when users input a search query on Google, relevant and
related information about that query will be provided in a
A new “direct answers” box will box to the right of the results page. These results will go
appear on the results page, above and beyond what has previously been provided on
providing key facts and related search results pages. While users will benefit from more
information about the search relevant and accessible search results, marketers may see
query. changes in their organic rankings and side-site metrics.
This new search effort will provide Key Information
both advantages and
disadvantages for marketers. By gathering information from already-established online
public databases such as Wikipedia, the CIA World
Marketers may see changes to Factbook and Freebase (whose parent company,
their SEO rankings as this Metaweb, Google acquired in 2010), Google has assembled
technology rolls out; marketers an aggregate of online knowledge. This knowledge has
should also be aware of been collated into a super-database consisting of 500 million
performance changes in their objects or “entities” and a further 3.5 billion facts about those
paid search, click-through rates objects as well as the relationships that connect them. Based
and site traffic metrics. on what previous users have searched for, Google
Knowledge Graph utilizes this database and now provides
an information box to the right of the results page that
displays key facts as well as related items connected to the
search query.
2. The Knowledge Graph is built on three theoretical pillars:
1) Find the Right Thing: This facet of
the tool aims to remove ambiguity
from search queries by providing
the user with related searches that
use the same keywords. The
example Google gives in its official
blog1 is “Taj Mahal.” A user may
be looking to find information on
the famous landmark, the blues
musician or a casino. Using the
aggregate of knowledge at its disposal, the Knowledge Graph will recognize this ambiguity
and allow the searcher to choose the right topic in order to gain relevant results.
2) Get the Best Summary: Depending on what you search for, Google will now provide a
“direct answers” box on the right-hand side of the search results page, containing relevant
information about the search query. The Knowledge Graph recognizes that “Albert Einstein,”
for example, is not just a set of keywords but a person; a revolutionary scientist with real-world
connections to other people and objects. Information in these boxes has been pulled from
and organized according to what Google has found other users have sought next in
connection to the original search query.
3) Go Deeper and Broader: This is Google’s way of encouraging spontaneous unearthing of
information through a search query: the idea that the discovery of one thing will lead to the
discovery of another. For example, a user might search for “Disneyland” looking for directions.
Through the links in the direct answers box they can learn which are the most popular rides
and their durations. It is information they had not intended to find but is provided in addition to
the answers they originally sought.
Questions and Opportunities
1
Google Official Blog: http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html
RTC Proprietary Page 2
3. This technology will no doubt have implications for consumers and marketers. While the
technology facilitates search results and enables a streamlined user experience, marketers
may see changes in their search rankings and click-through rates from the search engines.
Additionally, privacy issues regarding this new technology have already sparked push-back
from the industry and may or may not limit uptake of Knowledge Graph over time. In this
regard, there are implications across the following areas.
User Experience: Users of Google Search will benefit from Knowledge Graph. Google
has developed it to ease and improve the user experience, making search faster,
easier, more relevant and more enjoyable.
User Privacy: Under the new privacy policy2, when users are signed in to their Google
account, their search history is automatically tracked to allow for personalized results.
This includes integration of social Google+ information into searches, YouTube viewing
history and more targeted ads. Many feel that collecting this kind of data may reveal
more about users than they would wish or even realize. For example, search results may
indicate age, interests, sexual orientation and health concerns. As a result, we can
expect backlash to follow regarding Google’s privacy policies.
SEO Marketing: The implications for search marketers are considerable. Google Penguin
is a search algorithm aimed at filtering and eliminating websites that appear in search
results but that violate the Google Webmaster Guidelines. As a result of its 1.1 update
rolled out on May 25, many sites have seen decreased search rankings, which in turn
have led to declines in site traffic. As with the Graph itself, search results shown on
Google under the new Penguin algorithm are now centered more around the validity,
authenticity and relevance of content, rather than tactics such as keyword-stuffing and
cloaking. The Penguin update works alongside the Knowledge Graph, supporting it to
offer the user better-quality, more relevant results. Additionally, Google appears to be
imposing a higher standard for Web content on sites that rely heavily on search for
traffic. SEO marketers should keep an eye on ranking as Knowledge Graph gains
ground, and make optimizations accordingly.
Marketing Analytics: The Knowledge graph may both hurt and help performance
metrics. It is possible that marketers will see changes in click-through rates in organic
and paid search. This is because Google is essentially changing the user experience on
the search results page, and offering more options to follow through on. Analysts should
pay attention to click-through and visitor rates (in addition to rankings) to assess the
impact from this new technology. It is also possible that the new search experience will
provide insights into new keyword opportunities and consumer interests related to a
particular product or category. These insights could be used to optimize content
strategy, keyword strategy and copy strategy.
Above all, the Knowledge Graph technology will make search easier, more relevant and more
enjoyable for its users. Consumers should see an improvement in the search experience as a
2
Google’s updated Privacy Policy as of March 1 2012: http://www.google.com/policies/privacy/
RTC Proprietary Page 3
4. whole, but due to the privacy policy may have more information revealed about their search
habits than they would like. Marketers, too, may yield benefits and insights from the new
technology, but should be aware of possible changes to organic and paid search rankings, as
well as site-side performance.
About RTC
RTC is a full-service direct and relationship marketing agency based in Washington, D.C., in the
heart of Georgetown, with an additional office in New York. RTC boasts more than 45 years’
worth of innovative, targeted solutions that grow its clients’ brands and help them forge
lasting, valuable relationships with their customers. What distinguishes RTC is its unique ability to
analyze data and research on both a rational and emotional level, and to leverage insights
gleaned from that data to motivate customers and prospects to take action. RTC’s clients
include AARP, Procter & Gamble and Sunovion, as well as other major brands in the
pharmaceutical, financial services and telecom industries.
To learn more about RTC, please visit www.RTC agency.com or follow the Twitter feed
@RTCagency.
RTC Proprietary Page 4