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.
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
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)
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
19.
20. Search has grown beyond
tactical manipulation of a
rudimentary algorithm into
personalized, predictive
technology we carry with us to
the bathroom.
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
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
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