Cindy Krum — The New Way Google Understands the World (Turing Fest 2018)

People love Google for its ability to find and rank content on the web, but most people have no idea how everything works. The internet is changing as everything gets linked up and becomes ‘cross-device compatible’ and Google has to keep up. More and more searches, especially mobile searches, are for consumable media, as cord-cutters around the world ditch their cable subscriptions and physical media for on-demand access to TV, movies, games and music.

The rapid growth of all these things are forcing Google to index the world differently. They are now relying much more heavily on complex speech, language and translation APIs, as well as individual personalisation and machine learning to generate results. Where Google used to be able to index and surface web pages, now they can show results for concepts, ideas and media without websites, or tell you about these things using voice. Understanding how all these new technologies come together, will change how you think about a simple search query forever!

Transcript

1. The New Way Google Understands the World:
 
 Cindy Krum, CEO of MobileMoxie 
 #Turingfest
2. GOOGLE IS CHANGING & MOST MARKETERS
 ARE MISSING THE POINT! @SUZZICKS
6. Search Device Desktop bile Mobile Search Behavior Searches Clicks @SUZZICKS
7. THE TOP OF THE FOLD IS DOMINATED BY:
 MAP PACKS @SUZZICKS
8. THE TOP OF THE FOLD IS DOMINATED BY:
 BUSINESS SINGLES @SUZZICKS
9. THE TOP OF THE FOLD IS DOMINATED BY:
 VIDEOS @SUZZICKS
10. THE TOP OF THE FOLD IS DOMINATED BY:
 CURATED LISTS @SUZZICKS
11. THE TOP OF THE FOLD IS DOMINATED BY:
 KNOWLEDGE GRAPH @SUZZICKS
12. THE TOP OF THE FOLD IS DOMINATED BY:
 TOPIC CAROUSELS @SUZZICKS
13. THE TOP OF THE FOLD IS DOMINATED BY:
 ANSWERS @SUZZICKS
14. 2016 2017 2018 85% 75% 65% 85% 75% 65% 60% 55% 35% 60% 55% 35% Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers ANSWERS & KNOWLEDGE GRAPH DOMINATE MOBILE & VOICE SEARCH @Suzzicks
15. @SUZZICKS
17. @SUZZICKS TO PREDICT GOOGLE’S PLANS, YOU HAVE TO THINK ABOUT THEIR MOTIVATION
18. GOOGLE GOAL IS TO ‘ORGANIZE THE WORLD’S INFORMATION’ 
 – NOT JUST THE WORLD’S WEBSITES -?!#?! 90% of the World’s Information Was Created in the past 2 years
19. WEBSITES DON’T WORK WITHOUT SCREENS @SUZZICKS
20. GOOGLE WANTS TO RANK MORE THAN JUST WEBSITES Database Video Native Apps PWAs SMS Answer Maps Instant Apps Audio Business Actions AMP IoT Action App Deep Link Utility Music Photo Reviews Docs Email Contact
21. GOOGLE WANTS TO INDEX MORE THAN JUST WEBSITES Database Video Native Apps PWAs SMS Answer Maps Instant Apps Audio Business Actions AMP IoT Action App Deep Link Utility Music Photo Reviews Docs Email Contact These Things Don’t All Have URLS & Can’t All be Crawled!
22. @SUZZICKS LINK
 GRAPH
23. @SUZZICKS GOOGLE’S CORE FUNCTIONALITY HAD TO
 CHANGE!
24. @SUZZICKS
25. @SUZZICKS GOOGLE HAS A NEW
 ORGANIZATIONAL METHODOLOGY
26. @SUZZICKS KNOWLEDGE GRAPH
27. @SUZZICKS AT THE CENTER OF THE CHANGE IS THE CONCEPT OF ‘ENTITIES’
29. Local STABLE TOPICAL DRILL-DOWN Local Sports By League
30. THESE ARE NON-DOMAIN ENTITIES 
 (AND THERE ARE LOTS OF OTHERS) @SUZZICKS
31. @SUZZICKS ‘ENTITIES’ MAKE GOOGLE’S JOB EASIER BECAUSE THEY ARE LANGUAGE AGNOSTIC
33. GOOGLE 
 CARES ABOUT LANGUAGE MORE THAN YOU THINK!
35. NO ONE WANTS A LONG LISTS OF LINKS IN VOICE SEARCH @SUZZICKS
36. @SUZZICKS
37. @SUZZICKS
38. LANGUAGE INTELLIGENCE VS.
39. LANGUAGE INTELLIGENCE VS.
40. LANGUAGE INTELLIGENCE VS.
41. LANGUAGE INTELLIGENCE VS.
42. INTELLIGENCE VS. LANGUAGE
43. INTELLIGENCE VS. LANGUAGE
44. KEYWORD SEARCH RESULTS COME FROM WEBSITES @SUZZICKS Keyword Search Result
45. NOT ALL SEARCH RESULTS NEED WEBSITES Keyword Search Result Entity Search Result @SUZZICKS
46. ENTITIES ARE THE SHORTCUT TO BUILDING AI FOR CONVERSATIONAL SEARCH @SUZZICKS Nice theory but how do we know it’s right?
47. DOMAINS ARE ENTITIES – 
 GOOGLE MARKET FINDER TOOL 
 SHOWS THEIR
 CLASSIFICATION
48. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API & TOOL
49. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API
 & TOOL
50. THE CLOUD NATURAL LANGUAGE API IS A MAJOR FOCUS OF GOOGLE GROWTH 10 32 NEXT YEAR NOW LANGUAGES LANGUAGES
53. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon GOOGLE ‘POSTS’ REPLACES THE NEED FOR SOME WEBSITES 
 
 IT BECOMES THE TRANSACTION LAYER OF THE INTERNET
54. Knowledge Graph Entity Small Business Entity CLAIM YOUR PERSONAL ENTITY OR THE ENTITY OF A BRAND YOU MANAGE MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
56. @SUZZICKS WHY 
 IS THIS SO 
 IMPORTANT?

57. @SUZZICKS ‘ENTITIES’ LET GOOGLE BE THE PRESENTATION LAYER OF THE INTERNET
58. Disambiguation ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
59. Disambiguation Link to Knowledge Graph Entity ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
60. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
61. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification Top Entity Domain ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
62. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon WE’RE USED TO KNOWLEDGE GRAPH SHOWING OFFICIAL DOMAINS Entity with Parsed Info & Link to Web Page Entity with Parsed Info
 & Links to Web Pages MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
63. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon Entity with Link to Web Page Entity with Links to Web Pages MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
64. MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon GOOGLE PREFERS TO RANK IT’S ENTITY INFORMATION FOR QUERIES 
 
 INCLUDING WEB LINKS WITHIN THE ENTITY
65. Branded Map Pack MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
66. Google Shopping Action Branded Map Pack MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
67. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com
68. Knowledge Graph Entity Entity Purchase Options MobileMoxie.com/MozCon
69. @SUZZICKS CROSS-DEVICE USER PROFILES ALLOW GOOGLE TO PERSONALIZE FROM THERE
70. Search My Cloud My Locations Search My Activity
75. PERSONAL
 SAVED PLACES & LABELS
77. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW 
 NON-WEBSITE CONTENT TO BE INDEXED ALONG WITH WEBSITES
78. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITIES ALLOW
 DEVICE CONTEXT TO DRIVE RELEVANCE
79. @SUZZICKS GOOGLE ASSISTANT CONNECTS THE DEVICES
80. PERSONALIZED EXPERIENCES ARE MUCH EASIER TO MONETIZE
81. PERSONALIZED EXPERIENCES ARE MUCH EASIER TO MONETIZE …WITH HIGHER MARGINS
82. Businesses THINGS THAT DON’T NEED WEBSITES
83. Businesses THINGS THAT DON’T NEED WEBSITES People
84. Businesses THINGS THAT DON’T NEED WEBSITES People Events
85. Businesses THINGS THAT DON’T NEED WEBSITES People Events Songs
86. Businesses THINGS THAT DON’T NEED WEBSITES People Events Songs Books
87. Businesses THINGS THAT DON’T NEED WEBSITES People Events Songs Books Video
88. WHAT TO EXPECT FROM GOOGLE Relational Categories & Filters Everywhere More Focus on Non-Website Assets Focus on Brand Entitie s
89. HOW TO PREPARE & RESPOND @SUZZICKS Test Text Content for Entity Classification & Understanding Build-Out Google Entities: GMB 
 Pages, G+ Brand Pages, Knowledge Graph, Etc. Optimize/ Creating Non- Domain Entity Content.
90. REMEMBER: GOOGLE BUZZWORDS Mobile
 First AI
 First @SUZZICKS Voice
 First
91. REMEMBER: GOOGLE BUZZWORDS Mobile
 First AI
 First @SUZZICKS Voice
 First All Essentially the Same Thing
92. HTTP://BIT.LY/ENTITY-FIRST @SUZZICKS
93. • Top iOS & Android Phones different Phones • Mobile Search Results for ANY LOCATION IN THE WORLD • Localized SERPS for one Keyword on up to 100 Addresses at a Time
 • PROMO CODE: turingfest --WE HAVE TOOLS-- 1 MONTH FREE @SUZZICKS PROMO CODE: turingfest
94. THANKS! MobileMoxie Search Simulator lets you see Mobile SERPS in any country or language, from any address in the world! https://MobileMoxie.com/registration/ Promo Code: turingfest for 30 Days Free