google now and the predictive search world

searchmarketingexpo.com #SMX #13A @Suzzicks

GOOGLE NOW & THE PREDICTIVE SEARCH WORLD


What is Predictive Search?


Semantic Understanding of Needs Based On:

Semantic Prediction of Needs

Current Context

Historical Personal Behavior Patterns

Aggregated Behavior Patterns

Active Solicitation

of Information


Wherever You Might Sign In


Wearables


Apple Search Products Are Not Predictive

Dude, We’re not Psychic! Spotlight Search


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


Current Examples of Google Now

searchmarketingexpo.com #SMX #13A @suzzicks

Travel Times & Planning

• Parking Locations

• Traffic & Alternate Routes

• Public Transportation Delays


Travel Times & Planning

• Nearby Attractions

• Nearby Photo Spots


Voice Search & TV Audio Search

• TV Listening Technology – Listen to the TV to find a Show on your Device


Real - Time TV Suggestions & From SERP Reminders


FYI – Google Now Solicits Your Info About Your Entertainment Providers


Reminders for Live TV & Links to Online Episodes

• Helps Google Sell More Advertising

• Gain Traction for Google Play against Popular Competitors


Relationships Between Similar Shows Derived from Google+ & Google Now

• To Drive Recommendations for Similar Shows


Google Now + App Notifications


Google Now App Messaging


Stuff Google Now Can Do/Predict From Gmail

Schema


Google Webmaster Tools Email Schema Testing


Test Email Schema Here Too


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


Event & Ticket Info


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


Flight Booking


Restaurant Reservation Restaurant Schema Types • Basic restaurant reservation • Update reservation • Cancel a reservation


Hotel Reservation Restaurant Schema Types • Basic Hotel Reservation • Update reservation • Cancel a reservation


Companies Using Gmail Schema


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


Future Google Now Results

(Card-Style SERPs)


Aggregated Restaurant Listings & Location Cards in Google SERPs


Menu Cards in Google SERPs


Things that Google is Working On in Travel:

• In –SERP Travel Pricing – AKA – Price Comparison Through Google


Indications of Future Predictive Search Connections in the

Wild….


Knowledge Graph = Knowledge Cards:


Google Now Cards

Stocks

Weather

Reminders

Sports

TV Shows

Traffic & Flights

Boarding Pass

Shipping Info

Public Transit Info

Friends Birthdays

Public Alerts

Hotel & Restaurant


Algorithmic Shifts Improve Google Now

Voice Search Improvement

Local Search Improvement


Cross-Device Search History


Phone Location Shared Cross Device


YouTube = GooglePlay Episodes


YouTube = GooglePlay Music


Setting Google Now Reminders from SERPS:


OpenTable & Uber Integration:


Integration with Offline Devices like Nest:


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.”


SUMMARY:


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


Optimize for Google Now

Feeds & Sitemaps

Web & Email Schema

Google+ for Business

Geo-Tagging Content

Anything for ‘Knowledge Graphy’


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)


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

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



















https://www.thinkwithgoogle.com/articles/route-to-2015.html






google now and the predictive search world

Marketing

suzzicks flight

suzzicks reminders

suzzicks relationships

suzzicks wearables

suzzicks stuff google

suzzicks fyi google

google google

suzzicks test email