What Creatives Need To Know About Where Google Is Headed
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Without exception, creatives today need to satisfy Google with their work. Writers, designers and artists all look to the web for traffic and revenue. Knowing how to make your work stand out within Google should be a top priority. Here's how to make sure Google loves your work.
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What Creatives Need To Know About Where Google Is Headed
- 1. What You Need to Know About Where Google is Headed Phil Buckley @1918
- 2. Phil Buckley @1918 What You Need to Know About Where Google is Headed
- 4. Phil Buckley @1918 The Google search engine has two important features that help it produce high precision results. First, it makes use of the link structure of the Web to calculate a quality ranking for each web page. This ranking is called PageRank and is described in detail in [Page 98]. Second, Google utilizes link to improve search results.
- 6. Phil Buckley @1918 Organize the world’s information and make it universally accessible and useful.
- 13. Phil Buckley @1918 Pre-iPhone Android Prototype from early 2007
- 23. Phil Buckley @1918 Maps for iPhone 2013
- 31. Phil Buckley @1918 Google Is No Longer Guessing About Anything
- 36. Phil Buckley @1918 Google Knows What Your Advertising Google Knows What Your Searching For Google Knows What Locations You’re Searching For Google Knows Actual Data From 50 Million Sites Google Knows Which Videos Are Being Watched Google Knows Where Android Users Are Every Second Google Can Predict How To Finish Your Query Google Can Understand What Your Saying Google Can Predict The Results You’re Looking For Google Knows What You Are Using Your Chromebook For Google Knows Where You Are In Real-Time & Traffic You’re In Google Knows What Temperature You Like You’re House At.
- 39. Phil Buckley @1918 Simple Questions
- 44. Phil Buckley @1918 Becoming a State The Bear Republic didn't last long. That same year, in 1846, the United States and Mexico went to war in the Mexican-American War. When the war ended in 1848, California became a territory of the United States. Two years later, on September 9, 1850, California was admitted into the Union as the 31st state. Gold Rush In 1848, gold was discovered at Sutter's Mill in California. This started one of the largest gold rushes in history. Tens of thousands of treasure hunters moved to California to strike it rich. Between 1848 and 1855, over 300,000 people moved to California. The state would never be the same. Becoming a State The Bear Republic didn't last long. That same year, in 1846, the United States and Mexico went to war in the Mexican-American War. When the war ended in 1848, California became a territory of the United States. Two years later, on September 9, 1850, California was admitted into the Union as the 31st state. Gold Rush In 1848, gold was discovered at Sutter's Mill in California. This started one of the largest gold rushes in history. Tens of thousands of treasure hunters moved to California to strike it rich. Between 1848 and 1855, over 300,000 people moved to California. The state would never be the same.
- 45. Phil Buckley @1918 Opinion Questions
- 47. Phil Buckley @1918 Fact Questions
- 49. Phil Buckley @1918 So what?
- 50. Phil Buckley @1918 Digital Findability agency example
- 54. Phil Buckley @1918 -10x 10x Impact on traffic
- 55. Phil Buckley @1918 Topical Relevancy
- 59. Phil Buckley @1918 Does it work?
- 60. Phil Buckley @1918 63% lift
- 62. Phil Buckley @1918 Understand what Google values
- 64. Phil Buckley @1918 •Make pages primarily for users, not for search engines. •Don't deceive your users. •Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?" •Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field. Webmaster Guidelin
- 68. Phil Buckley @1918 Ranking better in
- 69. Phil Buckley @1918 Content and links pointing at your site. Andrey Lipattsev, Search Quality Senior Strategist at Google
- 70. Phil Buckley @1918 Great content helps your users.
- 71. Phil Buckley @1918 People linking to your site proves it’s helpful.
- 73. Phil Buckley @1918 The Google search engine has two important features that help it produce high precision results. First, it makes use of the link structure of the Web to calculate a quality ranking for each web page. This ranking is called PageRank and is described in detail in [Page 98]. Second, Google utilizes link to improve search results.
Notes de l'éditeur
- If you or your clients use the Internet you need to be aware of where Google is going Never before in human history has a single entity been more intertwined with our daily life. Like the sci-fi movie 2001 - we have made the computers near sentient
- Stanford thesis for Backrub. This is Google’s initial step.
- Links are everything. The web is being measured as a popularity contest.
- Google’s search engine is rolled out beyond Sanford… and it begins.
- Google’s goal since it’s founding has been simple, although daunting.
- In 2000 Google launches AdWords with 350 self-service customers. They are learning what users will click on. In 2001 Google Images launches
- In April Fools day 2004 Google launches Gmail. Free email service that offers 1GB of storage. Google can now monetize and learn from your emails.
- In 2004 Google starts personalizing some users results, by the end of 2005 all logged in users are seeing personalized results.
- In 2005 Google Maps launches. Google now knows where you are and where you want to go.
- In November of 2005 Google Analytics launches. Google now knows everything about the people who visit your site. They also probably know everything about the visitors to your competitors site.
- In October of 2006 Google buys YouTube. They now know what videos you’re watching.
- In 2007 Google starts work on Android phones, they know where you are… all the time.
- In August of 2008 Google rolls out Google Suggest (aka Autocomplete). Google shows you how most people finish the query your writing.
- In September of 2008 Google rolls out the Google Chrome web browser. Google know is tracking every action you take while using your browser.
- In late 2008 and early 2009 Google added the ability to search by voice query. Google now has you helping them understand human voices. Remember this for 8 years.
- In 2009 Google opens up their Free and Open Public DNS servers promising faster and more stable lookups. Google now has insights into every DNS lookup your doing regardless of device, site, browser or time of day.
- In 2009 Google extends personalized search to everyone – logged in or not.
- June 2009 Google begins a self-driving cars project. They know traffic, location and best routes – why not.
- June 2011 Google rolls out Google Plus. Google now understands who you are connected to and who is “important” using the same links idea.
- By 2012 Google is shipping Chromebooks. Now Google knows everything you do with your computer.
- Later in 2012 Google releases Chromecast. Google now knows what you’re watching.
- By 2013 Google makes maps available for Apple’s iPhone. Google knows where you are, where you’re going and how long it takes. Within a year they also buy Waze – a social powered map and driving app that is based on Google Maps.
- Later in 2013 Google buys Nest. They now know where you live and how you use energy.
- In June of 2013 Google announced Google Loon. Project Loon is an R&D project being developed with the mission of providing Internet access to rural and remote areas. The project uses high-altitude balloons placed in the stratosphere at an altitude of about 11 mi to create an aerial wireless network with up to 4G-LTE speeds. It was named Project Loon, since even Google itself found the idea of providing Internet access to the remaining 5 billion population unprecedented and "crazy."
- In October of 2015 Google confirms that RankBrain has been in use since earlier in the year. The algorithm is now powered by machine learning. It’s always learning and improving. Google says that RankBrain is the 3rd most important ranking signal that they are using.
- In 2015 Google releases a wifi router called OnHub. It now knows everything about your home data usage.
- In November of 2016 Google starts moving to a mobile first search algorithm. Mobile sites remove the cruft, and that’s what Google is after.
- In November of 2016 Google releases a Home. It’s a direct competitor to Amazon’s Alexa and it always listening to everything going on in your home.
- I haven’t even mentioned the million of devices that run the Android OS that Google has access to.
- Search engine market share (desktop 80%, mobile 95%) As Don Draper would say, “You’re not happy with 80% of anything, you want 100%”
- Browser market share (58% desktop and 53% mobile)
- Mobile OS market share (Desktop Windows 91%)
- Top sites on the Internet
- Google now needs ONE answer. This is a fundamental change you should take notice of.
- Google now needs ONE answer. Google understands the intent of your query.
- Sometimes Google doesn’t offer a definitive fact and is pulling data from unexpected sources.
- Interesting answer that got pulled by Google – 2 half paragraphs
- Google even tries to answer questions like this. In my case I would save about $12.50/month after installing my rooftop solar panels
- Now you can avoid “the talk” because Google knows that too
- So what does that mean to a creative? How will these changes impact the work I do?
- Are you doing work that is suppose to help a client become more easily found online? Your client makes a drug to treat high blood pressure…
- Ranking above the first results – search result zero!
- No longer search result 4, because Google liked the helpfulness of that answer.
- Traditional results versus Featured Snippet result. First organic result isn’t fully displayed until almost 800 pixels down the page!
- If your snippet answers the question without any further information needed, you will probably lose some traffic, but if it’s a complicated subject / answer you can see an increase of 10x in traffic to the page with the answer.
- There are a bunch of great tools to help you do a better job with topical relevancy, I like Market Muse. Here’s how we use it…
- Now let’s look at the top 10 results to see if anyone is doing better at using topically relevant terms
- Once we choose a page to benchmark against, we can see exactly what words we may want to use to make our page more topically relevant.
- One client that we worked with on one segment of their site.
- 2 year view because I know you didn’t believe me
- Understanding Google isn’t difficult. Here’s what you need to know about Google to thrive starting tomorrow…
- Google hasn’t changed this very much.
- Google hasn’t changed this very much.
- Is this website focused on it’s visitors?
- Is this website focused on it’s visitors?
- Is this website focused on it’s visitors?
- What are the biggest factors that impact your ability to rank in Google’s search results?
- In a Q&A with Google, Andrey Lipattsev, a Search Quality Senior Strategist at Google, was asked if RankBrain was the 3rd most important signals, what were the first two. To no ones surprise he said, “I can tell you what they are. It is content. And it’s links pointing to your site.”
- Very helpful content is great for users, and also makes it easy for other webmasters to link to you as an authority.
- Not all links are equal, but as a rule of thumb, the web is a popularity contest – and the most useful sites win.
- One of my favorite all-time tweets from 2011
- Links are still everything.