Masters Kick OffRhea Drysdale | Oct. 10th 2016
#Pubcon @Rhea @OutspokenMedia
#Pubcon @Rhea @OutspokenMedia
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“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
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
http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-day/483845/
#Pubcon @Rhea 7
“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
FLORIDANovember 16, 2003
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UNIVERSAL SEARCHMay 2007
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Before
After
CAFFEINEJune 8, 2010
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RELEVANCEFRESHNESS
and
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PENGUINApril 2012
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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)
PENGUIN 4.0 RELEASED & LIVE IN THE ALGORITHM
#Pubcon @Rhea 14
RankBrainOctober 2015
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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.
https://backchannel.com/how-google-is-remaking-itself-as-a-machine-learning-first-company-ada63defcb70#.9g9l9wavu
“7% of employees said they thought their agency was
exceeding their client’s expectations for digital work.”
- State of Advertising Talent Report from Smith & Betahttp://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
Search has grown beyond tactical manipulation of a
rudimentary algorithm into personalized,
predictive technology we carry with us to the
bathroom.
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LEADERSHIP DECISIONS
POINTS OF DIFFERENTIATIO
N
BRAND POSITIONING
MARKETING STRATEGY
CONTENT STRATEGY
INFORMATION ARCHITECTURE
Human behavior is the key to:organizational success
YOU CAN LOOK INTO THE FUTURE!
You can understand the future of search by looking at human
behavior.#Pubcon @Rhea 22
Applying this to RankBrain
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How big is an eggplant?
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Personalization
Location
Social network
Search history
4 types of search
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Informational
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Navigational
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Transactional
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Answer
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Let’s break this stuff down to simple terms…
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WHAT DO YOU LIKE?
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You love to read news on your phone.
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You hate waiting.
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FACEBOOK INSTANT ARTICLESMay 12, 2015https://instantarticles.fb.com/
AMPOctober 7, 2015
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PODIUMPublish on Googlehttps://posts.withgoogle.com/
#Pubcon @Rhea 41
You hate annoying things.
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You love getting help & emoji!
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Google’s Pixel Phonehttps://www.cnet.com/news/google-phone-pixel-xl-price-iphone/
#Pubcon @Rhea
Google Home vs
Amazon Echo
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“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 Nuancehttps://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/#Pubcon @Rhea 51
“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
‘…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
It’s the year of the chip!
#Pubcon @Rhea 54
Chips represent complex entities such as a photo, text, rules, an icon, or a contact.https://material.google.com/components/chips.html#chips-specs#Pubcon @Rhea 55
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You should be optimizing for “chips,”
because chips = human behavior &
choice.#Pubcon @Rhea 57
What else did you love in 2016?
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And then the world went absolutely insane…
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Pokémon Go
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https://cloudplatform.googleblog.com/2016/09/bringing-Pokemon-GO-to-life-on-Google-Cloud.html
#Pubcon @Rhea 65
“…designed for planetary-scale…”
https://techcrunch.com/2016/09/29/googles-cloud-machine-learning-service-is-now-in-public-beta/
#Pubcon @Rhea 66
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
#Pubcon @Rhea 68
Say hello!t: @Rheae: [email protected]