Google, Machine Learning, Chips, & Digital Strategy
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This document summarizes Rhea Drysdale's Masters Kick Off presentation on the future of search and digital marketing. It discusses trends like the growth of time spent on social media apps, increasing amount of online content published daily, and the high volume of searches Google now handles. It also reviews various Google algorithm updates and the company's focus on machine learning. The presentation emphasizes studying human behavior to understand search and recommends optimizing for "chips" or suggestions since they reflect human choice. Emerging technologies like instant articles, Google Home and Pokémon Go are also mentioned.
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Google, Machine Learning, Chips, & Digital Strategy
- 1. Masters Kick Off Rhea Drysdale | Oct. 10th 2016 #Pubcon @Rhea @OutspokenMedia
- 5. “People spend more than 50 minutes a day across Facebook's suite of apps.” http://www.businessinsider.com/how-much-time-do-people-spend-on-facebook-per-day-2016-4 #Pubcon @Rhea 5
- 6. Buzzfeed averages 200+ pieces of published content per day http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per- day/483845/ #Pubcon @Rhea 6
- 8. “Google now handles more than 2 trillion searches per year.” http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247 #Pubcon @Rhea 8
- 9. FLORIDA November 16, 2003 #Pubcon @Rhea 9
- 10. UNIVERSAL SEARCH May 2007 #Pubcon @Rhea 10 Before After
- 11. CAFFEINE June 8, 2010 #Pubcon @Rhea 11 and
- 12. #Pubcon @Rhea 12
- 13. PENGUIN April 2012 #Pubcon @Rhea 13 Here are dates of all Penguin releases: - Penguin 1.0 on April 24, 2012 (impacting ~3.1% of queries) - Penguin 1.1 on May 26, 2012 (impacting less than 0.1%) - Penguin 1.2 on October 5, 2012 (impacting ~0.3% of queries) - Penguin 2.0 on May 22, 2013 (impacting 2.3% of queries) - Penguin 2.1 on Oct. 4, 2013 (impacting around 1% of queries) - Penguin 3.0 on October 17, 2014 (impacting around 1% of queries)
- 14. PENGUIN 4.0 RELEASED & LIVE IN THE ALGORITHM #Pubcon @Rhea 14
- 15. RankBrain October 2015 #Pubcon @Rhea 15 User Experience Matters: - Designed to fill gaps around ambiguous or never seen searches. The user experience with the SERP is then used to test and readjust future probabilities. Content Matters (even more): - Google is moving beyond looking at keywords and what surrounds them to determine relevance for a query. They want the machine to understand the content and the searcher’s intent.
- 18. “7% of employees said they thought their agency was exceeding their client’s expectations for digital work.” - State of Advertising Talent Report from Smith & Beta http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
- 20. Search has grown beyond tactical manipulation of a rudimentary algorithm into personalized, predictive technology we carry with us to the bathroom.
- 21. LEADERSHIP DECISIONS POINTS OF DIFFERENTIATIO N BRAND POSITIONING MARKETING STRATEGY CONTENT STRATEGY INFORMATION ARCHITECTURE Human behavior is the key to: 21
- 22. YOU CAN LOOK INTO THE FUTURE! You can understand the future of search by looking at human behavior. #Pubcon @Rhea 22
- 23. Applying this to RankBrain #Pubcon @Rhea 23
- 24. How big is an eggplant? #Pubcon @Rhea 24
- 26. #Pubcon @Rhea 26
- 28. 4 types of search #Pubcon @Rhea 28
- 33. Let’s break this stuff down to simple terms… #Pubcon @Rhea 33
- 34. WHAT DO YOU LIKE? #Pubcon @Rhea 34
- 35. #Pubcon @Rhea 35
- 36. You love to read news on your phone. #Pubcon @Rhea 36
- 37. You hate waiting. #Pubcon @Rhea 37
- 38. #Pubcon @Rhea 38
- 39. #Pubcon @Rhea 39 FACEBOOK INSTANT ARTICLES May 12, 2015 https://instantarticles.fb.com/
- 40. AMP October 7, 2015 #Pubcon @Rhea 40
- 42. You hate annoying things. #Pubcon @Rhea 42
- 43. #Pubcon @Rhea 43
- 44. You love getting help & emoji! #Pubcon @Rhea 44
- 45. #Pubcon @Rhea 45
- 46. #Pubcon @Rhea 46
- 47. #Pubcon @Rhea 47
- 48. #Pubcon @Rhea 48
- 50. Google Home vs Amazon Echo #Pubcon @Rhea 50
- 51. “The idea is that assistant should really be bound to you and not to a device and it should really transcend the hardware and follow you around,” Vlad Sejnoha, chief technology officer of Nuance https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 51
- 52. “It handles the discoverability problem by being super-chatty. With any incoming message it suggests replies, links, or actions based on the context of your conversation. Google calls them “suggestion chips.” https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 52
- 53. ‘…but the limits of human cognition. Answering even a simple question like, “what are the closest coffee shops to me” becomes a challenging interface problem.’ https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 53
- 54. It’s the year of the chip! #Pubcon @Rhea 54
- 55. Chips represent complex entities such as a photo, text, rules, an icon, or a contact. https://material.google.com/comp onents/chips.html#chips-specs #Pubcon @Rhea 55
- 56. #Pubcon @Rhea 56
- 57. You should be optimizing for “chips,” because chips = human behavior & choice. #Pubcon @Rhea 57
- 58. What else did you love in 2016? #Pubcon @Rhea 58
- 59. #Pubcon @Rhea 59
- 60. #Pubcon @Rhea 60
- 61. And then the world went absolutely insane… #Pubcon @Rhea 61
- 62. Pokémon Go #Pubcon @Rhea 62
- 63. #Pubcon @Rhea 63
- 67. SEO isn’t dead. It’s turned into digital ethology. Study human behavior and you’ll “win.” #Pubcon @Rhea 67 http://www.slideshare.net/rdrysdale/applying-digital-ethology-to-content-strategy
- 68. #Pubcon @Rhea 68
- 69. Say hello! t: @Rhea e: rhea@outspokenmedia.com