What does Google want? Future of Digital Marketing 2015
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Transcript of What does Google want? Future of Digital Marketing 2015
-- President of Western Union, 1876(to Alexander Graham Bell)
This ‘telephone’ has too many shortcomings to be seriously
considered as a means of communication
-- Microsoft CEO, Steve Balmer, 2007
There’s no chance that the iPhone is going to get any significant market share.
-- Nobel Prize-winning physicist Niels Bohr
It's hard to make predictions, especially about the future
Results are heavily personalised and contextual
(best shown via voice search - see this blog post)
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Different “algorithms” for different queries
See Dr. Pete’s presentation
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The more techniques mimic human thought, the less explainable they are
Image source: The Analytics Store
See Kelvin’s excellent presentation for more on this
BUT: Google’s proxies for “quality” aren’t perfecte.g. duplicated content can be a great user experience
...causation. Wait. What?
Further reading for those interested:● Predicting the present with Bayesian
structural time series [PDF]● Inferring causal impact using
Bayesian structural time series [PDF]● CausalImpact R package● Finding the ROI of title tag changes
Read Ben Este’s blog post for more
We can extract:
Read Ben Estes' blog post for more
Seasonality...
We can extract:
Read Ben Este’s blog post for more
...and trend
We can extract:
Check out this post from Pinterest’s engineering blog
Optimise for actual Google preferences
(rather than guessing how Google will interpret user preferences)
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One more thing...
We have an early private beta of a product to do SEO split testing. Come see me afterwards if you are interested
Speaker photo goes here
WILL CRITCHLOW
CEO and Co-Founder, Distilled
@willcritchlow