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searchmarketingexpo.com #SMX #13A @Suzzicks
GOOGLE NOW & THE PREDICTIVE SEARCH WORLD
searchmarketingexpo.com #SMX #13A @Suzzicks
What is Predictive Search?
searchmarketingexpo.com #SMX #13A @Suzzicks
Semantic Understanding of Needs Based On:
Semantic Prediction of Needs
Current Context
Historical Personal Behavior Patterns
Aggregated Behavior Patterns
Active Solicitation
of Information
searchmarketingexpo.com #SMX #13A @Suzzicks
searchmarketingexpo.com #SMX #13A @Suzzicks
Wherever You Might Sign In
searchmarketingexpo.com #SMX #13A @Suzzicks
Wearables
searchmarketingexpo.com #SMX #13A @Suzzicks
searchmarketingexpo.com #SMX #13A @Suzzicks
Apple Search Products Are Not Predictive
Dude, We’re not Psychic! Spotlight Search
searchmarketingexpo.com #SMX #13A @Suzzicks
Google Makes Money on Searches, but Search is Going Elsewhere:
◦ Books
◦ Music
◦ TV/Movies
◦ Apps
◦ Stuff
◦ Music ◦ Apps ◦ Movies/TV ◦ Books/Courses/Podcasts
◦ TV Series ◦ Movies
searchmarketingexpo.com #SMX #13A @Suzzicks
Current Examples of Google Now
searchmarketingexpo.com #SMX #13A @suzzicks
Travel Times & Planning
• Parking Locations
• Traffic & Alternate Routes
• Public Transportation Delays
searchmarketingexpo.com #SMX #13A @suzzicks
Travel Times & Planning
• Nearby Attractions
• Nearby Photo Spots
searchmarketingexpo.com #SMX #13A @suzzicks
Voice Search & TV Audio Search
• TV Listening Technology – Listen to the TV to find a Show on your Device
searchmarketingexpo.com #SMX #13A @suzzicks
Real - Time TV Suggestions & From SERP Reminders
searchmarketingexpo.com #SMX #13A @suzzicks
FYI – Google Now Solicits Your Info About Your Entertainment Providers
searchmarketingexpo.com #SMX #13A @suzzicks
Reminders for Live TV & Links to Online Episodes
• Helps Google Sell More Advertising
• Gain Traction for Google Play against Popular Competitors
searchmarketingexpo.com #SMX #13A @suzzicks
Relationships Between Similar Shows Derived from Google+ & Google Now
• To Drive Recommendations for Similar Shows
searchmarketingexpo.com #SMX #13A @Suzzicks
Google Now + App Notifications
searchmarketingexpo.com #SMX #13A @Suzzicks
Google Now App Messaging
searchmarketingexpo.com #SMX #13A @suzzicks
Stuff Google Now Can Do/Predict From Gmail
Schema
searchmarketingexpo.com #SMX #13A @Suzzicks
Google Webmaster Tools Email Schema Testing
searchmarketingexpo.com #SMX #13A @Suzzicks
Test Email Schema Here Too
searchmarketingexpo.com #SMX #13A @Suzzicks
Event & Ticket Info
Event Schema Types • Basic event reminder
without a ticket • Event with ticket & no
reserved seating • Sports or Music Event
with ticket • Event with ticket &
reserved seating
Special Circumstances: • Multiple tickets • Update a event • Cancel a event
searchmarketingexpo.com #SMX #13A @Suzzicks
Event & Ticket Info
searchmarketingexpo.com #SMX #13A @Suzzicks
Flight Booking
Event Schema Types • Basic flight confirmation • Boarding pass • Check-In button • Update a flight • Cancel a flight
Special Circumstances • Multiple flight segments • Multiple passengers • Example with all supported fields
searchmarketingexpo.com #SMX #13A @Suzzicks
Flight Booking
searchmarketingexpo.com #SMX #13A @Suzzicks
Restaurant Reservation Restaurant Schema Types • Basic restaurant reservation • Update reservation • Cancel a reservation
searchmarketingexpo.com #SMX #13A @Suzzicks
Hotel Reservation Restaurant Schema Types • Basic Hotel Reservation • Update reservation • Cancel a reservation
searchmarketingexpo.com #SMX #13A @Suzzicks
Companies Using Gmail Schema
searchmarketingexpo.com #SMX #13A @Suzzicks
After ‘Required,’ These are the Google Now Elements
Event Flight Hotel Restaurant modifiedTime modifiedTime modifiedTime modifiedTime
modifyReservationUrl modifyReservationUrl modifyReservationUrl modifyReservationUrl
reservationFor.performer checkinUrl reservationFor.contactPoint
reservationFor.performer.name
reservationFor.performer.image
searchmarketingexpo.com #SMX #13A @suzzicks
Future Google Now Results
(Card-Style SERPs)
searchmarketingexpo.com #SMX #13A @suzzicks
Aggregated Restaurant Listings & Location Cards in Google SERPs
searchmarketingexpo.com #SMX #13A @suzzicks
Menu Cards in Google SERPs
searchmarketingexpo.com #SMX #13A @suzzicks
Things that Google is Working On in Travel:
• In –SERP Travel Pricing – AKA – Price Comparison Through Google
searchmarketingexpo.com #SMX #13A @suzzicks
Indications of Future Predictive Search Connections in the
Wild….
searchmarketingexpo.com #SMX #13A @Suzzicks
Knowledge Graph = Knowledge Cards:
searchmarketingexpo.com #SMX #13A @Suzzicks
Google Now Cards
Stocks
Weather
Reminders
Sports
TV Shows
Traffic & Flights
Boarding Pass
Shipping Info
Public Transit Info
Friends Birthdays
Public Alerts
Hotel & Restaurant
searchmarketingexpo.com #SMX #13A @Suzzicks
Algorithmic Shifts Improve Google Now
Voice Search Improvement
Local Search Improvement
searchmarketingexpo.com #SMX #13A @Suzzicks
Cross-Device Search History
searchmarketingexpo.com #SMX #13A @Suzzicks
Phone Location Shared Cross Device
searchmarketingexpo.com #SMX #13A @Suzzicks
YouTube = GooglePlay Episodes
searchmarketingexpo.com #SMX #13A @Suzzicks
YouTube = GooglePlay Music
searchmarketingexpo.com #SMX #13A @Suzzicks
Setting Google Now Reminders from SERPS:
searchmarketingexpo.com #SMX #13A @Suzzicks
OpenTable & Uber Integration:
searchmarketingexpo.com #SMX #13A @Suzzicks
Integration with Offline Devices like Nest:
searchmarketingexpo.com #SMX #13A @Suzzicks
Lots of This (Google Play & App Behavior) will Inform their Ad Services
In a Google announcement about PPC Ads in Google Play – being tested now….
“….We’ll enable you to reach people who are your most likely customers, based on the apps they use, the frequency of use and the types of in-app purchases they make. For example, if you exercise regularly and use an app to measure how far you run, you might see an ad for an app that helps you measure the foods you eat and calories consumed. On YouTube, we’re enabling app installs as an enhancement to the current TrueView offering.”
searchmarketingexpo.com #SMX #13A @suzzicks
SUMMARY:
searchmarketingexpo.com #SMX #13A @Suzzicks
Major Concepts
Predictive Search is Based on Your Behavior & Interaction with Google (And Possibly Other People’s Too)
Google Now May Be Testing for Regular Google
Regular Google is Moving Towards Cards in SERPS for Later Integration in Google Now
They are Aggregating Your Behavior Across All Google Properties to Improve Google Now, and for Better Ad Targeting
searchmarketingexpo.com #SMX #13A @Suzzicks
Optimize for Google Now
Feeds & Sitemaps
Web & Email Schema
Google+ for Business
Geo-Tagging Content
Anything for ‘Knowledge Graphy’
searchmarketingexpo.com #SMX #13A @Suzzicks
Testing Results Google Now
Get an Android Phone iPhone App = Less Impressive So Far
Remember: Google Now SERP is Slightly vs. Google in a Browser
Google Now Very Important for Local Businesses & Travel Maps Always Given Top Rankings
GPS Location Masking App to Test Different Local Results(FakeGPS Free)
searchmarketingexpo.com #SMX #13A @Suzzicks
Further Reading
Google Now is Killing Android Apps:
http://phandroid.com/2014/06/02/google-now-is-killing-android-apps/#at_pco=smlwn-1.0&at_si=54a605e15c11694d&at_ab=per-4&at_pos=0&at_tot=1
Google CMO Predictions – Real Time Digital Pricing and Payment: https://www.thinkwithgoogle.com/articles/route-to-2015.html
searchmarketingexpo.com #SMX #13A @Suzzicks