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luni, 20 aprilie 2015
Your website on Google (ranking changes)
Google Told Me I'm Pregnant: From Strings to Diagnosis - Moz Blog
| Google Told Me I'm Pregnant: From Strings to Diagnosis Posted on: Monday 20 April 2015 — 02:15 Posted by CraigBradford In the near future, I think Google Now could tell you are pregnant or diagnose you with a medical condition before your doctor ever could. Humans are great at recognising patterns but only if we know we are creating them or where to look. Remember the Target story of how they knew a young girl was pregnant before she or her father did? Increases in technology like smart watches and the trend of "the quantified self" mean messages like being told you are pregnant aren't impossible in the near future. So how do we go from weather reports and traffic updates to a medical diagnosis? Strings-to-things, things-to-actionsWhen Google, Yahoo and Bing announced Schema.org in 2011, search engines were still in the strings-to-things phase. In my opinion, Google, in particular, are already moving on from that goal. The most recent addition to the Schema.org vocabulary is actions. See, the Schema site for more details or my SMX Munich deck for more details. In my presentation, I made the point that the future of structured data isn't about understanding what a thing is, it's about understanding what a thing can do. If search engines can understand what your website, app or other interfaces can do, and they can understand user intent, they can match queries to the best place to do that action. How does Google know what we want to do? Actions-to-anticipationMany people have said that Google wants to become the ultimate personal assistant. Things like Google Now and conversational search reinforce this standpoint. However, a prerequisite for that position is the concept of time. For a computerised personal assistant to be truly as useful as the real thing, they need to be aware of the past, the present and more importantly the future. Historically, Google and other search engines have dealt with things from the past. Webpages by their nature are in the past, or at best, live. This makes the anticipation and initiative that you would expect from great personal assistant difficult for Google. They have very little data to predict what you might want to do or are going to do in the future. Gmail and Google calendar are the two most obvious ones that come to mind (if you use them). Forgetting privacy or intellectual property for a second, imagine Google had access to every app on your phone and the data within it. What might they be able to know about you? Just the apps above could give Google access to:
Google Now - An IFTTT for your lifeWhile I was in Munich, I saw an announcement that Google had opened the Google Now API to a selection of hand-picked, third-party apps. This got me thinking. I do not know what the relationship will be or what data Google would have access to but one of the apps that have been accepted to work with Google Now is Lyft. The example Google gave in the article was a generic prompt to order a cab. For example, you arrive at an airport and Google Now might push you a notification to get a cab: Some more examples While the Lyft example above is interesting, it made me realise that allowing apps to talk to each other via Google Now would essentially turn your smartphone into an IFTTT for your life. So rather than a generic Lyft alert, what if they combined a few apps? They could use my British Airways app to see I have an upcoming flight, Google maps to know when I've arrived in Munich, and my Gmail account to see where I am staying. There are probably specific hotel apps they could use too. Using this, rather than getting a generic get a car card, I get one that's already personalised the quote to where I'm going. Anticipation to diagnosisThe ultimate personal assistant would not only tell us what we expect, they would tell us things we never thought to consider. This would only be made possible by advanced pattern recognition, anticipation, and initiative beyond the possibility of a human. What patterns do you already create but don't currently correlate? If you feel sluggish or tired on a Thursday, we do not necessarily correlate that to something that you may be allergic to that you ate on Monday. Many people spend years with conditions such as gluten or lactose intolerance but never make the connection between what they eat and how they feel. Humans cannot easily track and analyse lots of data like that, computers can. So how can Google tell you are pregnant? I am not a doctor but I suspect like the Target example, there may be early signs of pregnancy that we do not think about at the moment (biological or otherwise). For a start, there could be a process of first increasing the priority that a particular pattern receives. For example, there may be lots of small things that people change before trying to get pregnant. If you're using a lot of different apps combined with hardware like heart rate monitors and blood pressure monitors, it wouldn't be too difficult for Google to take an educated guess. Just using the information in the Target article we know people do things like:
After all of the above, let's not forget Google knows everything you've searched for online and your browsing history if you use Chrome. I do not think it would take much to guess someone is thinking about having a family based on his or her search history alone. Let's assume that based on the above, Google lowers the "pregnancy card" trigger threshold. This means they look closer at changes that might suggest your pregnant. I am not a doctor, so bear with me while I think out loud. Other than urine or blood samples, what other quantitative data is there that you might be pregnant? For context, I recently learned that eating something that you have an intolerance to can show an elevated heart rate for two hours after eating. One test to check for allergies is to track your heart rate throughout the day. This was where this idea came from in the first place. Using a smartwatch with a heart rate monitor, plus My Fitness Pal, Google could make suggestions that you are allergic to foods you never thought of due to recognising patterns in elevated heart rate after your meals. This made me wonder what else could be possible. There's a ton of tech for tracking: Could Google make a guess from this data alone? I cannot stress enough about my lack of medical qualifications, but I wonder if pregnancy impacts things like REM and deep sleep changes, significant blood pressure or heart rate changes at certain times of the day. Who knows, and maybe one of these things alone wouldn't be enough to know for sure, but combined, I think it will not be long before pregnancy prediction or similar could be done. Enough about pregnancy, (Google probably thinks I am looking to start a family) what else? What things using heart rate alone could Google diagnose or push to us in Google Now? Could they push notifications to people who are diabetic to remember to take insulin? Could they diagnose diabetes? Could they flag heart problems before it is too late? I have no idea, but I'm excited to see where things go in the next few years. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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Seth's Blog : The difference between mass and banality
The difference between mass and banality
Something doesn't have to be trite and dreadful to be popular, but often, popular things get this way.
In the 1980s, most of the cars made by General Motors were mediocre, unmemorable and poorly designed. They were also quite popular. By racing to the bottom, GM defended market share but ended up crippling themselves for generations.
Hot Wheels, Spaldinis and the original Monopoly game are classic toys, Platonic ideals of good design and idiosyncratic thought. On the other hand, the hyped toys of the moment fade away fast, because they're designed to shortcut straight to the lowest common denominator of the moment, not to earn their way up the ladder of mass.
Just because bad design and popularity sometimes go hand in hand doesn't mean they're inextricably linked.
The culture of compromise is often accepted as the price of mass. But in fact, this is the crowded road to popular acceptance, and it works far less often than the compromisers believe it will.
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duminică, 19 aprilie 2015
Bing Ads – Universal Device Targeting – The Lowdown
Bing Ads – Universal Device Targeting – The Lowdown |  |
| Bing Ads – Universal Device Targeting – The Lowdown Posted: 18 Apr 2015 12:32 AM PDT Bing announced the roll-out of Universal Device Targeting (UDT) on Tuesday, along with details of the latest updates to the Bing Ads platform. I had the pleasure the pleasure of attending the Bing Ads latest ad formats and device targeting capabilities webinar chaired by Katrina Morris (Bing Ads Program Manager) and Joseph Bergin (Bing Ads Technical Support). Katrina works as a Release and Supportability Program Manager, helping to enable pilots and releases in the EMEA markets. Her main focus is to ensure the Bing Ads releases meet your needs and requirements, and that you have the features you need to succeed in search. Joseph works as a Technical Support Engineer (TSE) on the Bing Ads Support Team based in Dublin. His main focus is campaign and ad delivery covering Bing Ads Editor, API, campaign creation and management, and answering questions like “Where is my ad?" or "How can I get more clicks?". If you have had such questions you may already have “met” him or his colleagues on-line. Joseph likes nothing better than setting up a call with a customer and helping them out in real time. The webinar kicked off with the confirmation that Bing consolidated desktop, tablet and mobile targeting into one interface at the end of March, UDT. Were were advised of the three main reasons for this move:
The changes brought in are designed to help with copying campaigns over from Google AdWords, to ensure that similarity in terms of platform usability and features remains whilst boasting some additional features not yet available in Google AdWords: Why not -100 percent bid adjustments for tablet traffic? – Bing Ads and industry sources report tablet conversions to be consistently within 15-20 percent of desktop/laptop ("traditional") conversions.* Given that PC and tablet campaigns perform very similarly, allowing for bid adjustments to span from -20 percent to +300 percent should give advertisers the controls they need to maintain their campaign return on investment (ROI). In short, Bing Ads have moved to make the campaign structure parallel that of Google AdWords, reducing account management overheads. Bing were quick to inform that they have not and do not want to be seen as merely copying Google, they have also enabled bid modifiers for tablet which is currently unavailable in Google AdWords. To be able to apply modifiers to tablet and mobile independently is fantastic; much of the client data we analysed post-call showed clear splits between these mobile devices in terms of conversions. Another great addition to the Bing Ads platform is the option to include {if mobile} URLs and the option for mobile preference (detailed further down this post).
So, taking UDT into account, what are the three things we should now be actioning off of the back-end of this update? Top of the classBoost the winners, dump the losers. If you previously utilised separate mobile and desktop campaigns you may need to look to update the keywords used as they may now be duplicated post UDT update. These need to be removed. Clearly you will need to keep those that have the highest CTR/CR.
The image below shows an example of how you may look to consolidate campaigns 1 and 2 with the keyword for 'Lilies' into a single campaign. With the PC/tablet keyword having a quality score of 9, you would keep this keyword and add a bid modifier of -25% bid modify for mobile as the bid was 25% less than that on desktop and tablet. Bid wiselyBing advised that they generally see that mobile bids are around 30% cheaper than desktop, so if you are not targeting mobile, review your strategy. Note here though that this will vary by vertical, but in general mobile now seems to be an opportunity worth exploring. Experiment with the modifiers! If you have legacy campaigns that are not opted in for mobile, think again. If your site is mobile friendly then not bidding for mobile may in-fact be harming your overall goal. Test different combinations of bids and bid adjustments to find your key mobile ROI. Think about your overall budget, with additional mobile traffic you will need additional budget to take into account the increased traffic volume. Note that any changes to your desktop bid in the example above will make changes to the mobile and tablet bids due to the bid modifiers in-place, so you may then need to adjust the modifiers accordingly. Modifiers can be set up at campaign and ad group level; note though that any modifiers set-up at adg roup level will override those set up at campaign level. MobilizeTell potential customers that you are 'mobile-first'.
If an ad group has both mobile-preferred and regular ads, only mobile-preferred ads serve on mobile devices, and only regular ads serve on PCs and tablets. Don't forget to set up mobile-only ads, this will ensure that you can deliver your desired message to searchers rather than potentially losing that message when not all ad text is displayed on a mobile device from a non-mobile preferred ad. Make sure as well that you have both mobile preferred and non-mobile preferred extensions set up correctly to ensure they are displayed on the correct device type. Note: mobile preference cannot be set at the adgroup level. If all sitelinks in an ad group are set to 'mobile preferred' some may be displayed on tablet/PC if there are no other sitelinks available to use. As mentioned above, if you have a mobile site (m.xxxxxxxx) ensure that you utilise the {if mobile} destination URL query string so that you direct mobile users to your mobile optimised site. For example {ifmobile:m.thisis-anexample.com}. What is up-and-coming with Bing Ads?Recent Updates (Within past 3 months)
Mid term Updates (3-6 months)
Longer term (6+ months)
So, taking all the above in, what’s recommended to act on now?
There looks to be a lot of new features on the way and it seems Bing Ads may one day indeed be a serious contender to Google dominance in the marketplace. Watch this space… I’d love to hear your thoughts & experience so far on UDT and UET, so feel free to get in touch through the comments below or on Twitter. The post Bing Ads – Universal Device Targeting – The Lowdown appeared first on White.net.            |
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Seth's Blog : Seen, heard, gotten, changed
Seen, heard, gotten, changed
Most of the news/advice/insight you run into is merely seen. You might acknowledge that something is happening, that something might work, that a new technique is surfacing.
Sometimes, if you work at it, you actually hear what's being said. You engage with the idea and actively roll it around, considering it from a few angles.
But rarely, too rarely, we actually get what's going on, we understand it well enough to embrace it (or reject it). Well enough to teach it. And maybe that leads to a productive change.
It's not clear to me that more stuff seen leads to more ideas gotten and more action taken. We probably don't need more inputs and noise. We certainly need to do a better job of focusing and even more important, doing the frightening work of acting as if and see if we get it.
It starts with more doing, not more seeing.
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sâmbătă, 18 aprilie 2015
Mish's Global Economic Trend Analysis
Mish's Global Economic Trend Analysis |
| Posted: 18 Apr 2015 07:06 PM PDT "Ham" the humanoid robot drew crowds at a Hong Kong electronics event this week. Designed by US firm Hanson Robotics, Ham can recognize and respond to human facial expressions in natural way. Please consider Aye, robot? With his lively eyebrows, winkled cheeks and eyes that follow you around the room - this state-of-the-art robotic head is menacingly lifelike.Questions on Ham Do you find this amazing, creepy, amazingly creepy, fascinating, or something else? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot |
| Productivity, Robots, China, Growth Posted: 18 Apr 2015 11:36 AM PDT Congratulations. You are more productive than ever. Just don't expect to be paid more for it. In reality, some machine is doing all that for you.  Japan Times reports Robots Leave Behind Chinese Factory Workers According to the International Federation of Robotics, an association of academic and business robotics organizations, China bought approximately 56,000 of the 227,000 industrial robots purchased worldwide in 2014 — a 54 percent increase on 2013. And in all likelihood, China is just getting started. Late last month, the government of Guangdong Province, the heart of China's manufacturing behemoth, announced a three-year program to subsidize the purchase of robots at nearly 2,000 of the province's — and thus, the world's — largest manufacturers. Guangzhou, the provincial capital, aims to have 80 percent of its factories automated by 2020.Growth Hope Not the Answer If China's best hope is growth, then China has little hope. Two to three percent growth is the best China can hope for, on average, over the next decade or so. Growth in robots though, is here to stay. Chinese growth (global growth too) is headed one way, lower, and at a faster pace than most think. The key problems are debt, demographics, and asset bubbles. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot |
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RIMC 2015 Key Takeaways
RIMC 2015 Key Takeaways | |
| Posted: 16 Apr 2015 05:22 PM PDT Today Daniel Bianchini will be live blogging and tweeting from the RIMC conference over in Iceland. To make things easier we have organised the sessions by topic so that you can click on the internal anchor below. We will be updating throughout the day, although we are one hour behind the UK. Content & SocialSpeaker: Theo Cooper – Untold Agency – Emotional landscapes: the importance of storytelling and content in the travel industryA lot of lip service is currently being paid to storytelling in marketing but it's time for the marketing world to put its money where its mouth is. Charting a course through a diverse set of reference points including personal experience, ancient history and the latest statistics this is about looking for the emotional heart of storytelling in an increasingly data driven world.
Twitter: @untoldagency Speakers: Meri Sørgaard & Kim Herlung – SMFB Engine – The consumer's decision is always on!It is all about engaging the right people, for the right reasons, at the right time with relevant content and never loosing eyesight's of the KPI's that you set.
Twitter: @smfbengin Speaker: Emma Lundgren – Unruly – The ten commandments of social videoWant to hit that social sweet spot? Follow the ten commandments of social video! Unruly guides you through the do’s and don’ts of content creation, distribution and helps you navigate through the digital djungle. Speaker: Takin Kroop – The New Customer JourneyWith the emergence of the social networks, businesses are now possible to talk and interact with their target group on a new level. Takin Kroop will take us through how the Facebook has changed the customer journey – and how you can leverage it to make it work for you. SearchSpeaker: Alex Moss – FireCask – Search track The Other Side of Optimisation – Internal Productivity & EfficiencyWhilst some talks at RIMC will focus on SEO strategy itself, any project is hindered without the correct management. My presentation will focus on how to best use online tools in order to manage your client or in-house projects in a more efficient and collaborative manner. As well as this, improving your own businesses’ productivity will produce better quality work within shorter timescales.
Alex’s slides are below, where all the tools he mentioned are. Michael added unroll.me as a tool that combines all your newsletters into one and provides a single email at the end of each day.
Speaker: Sante Achille – Achille – Structured Data: Using Schema.org Markup To Take your Website to the Next LevelLearn how to markup correctly any website using schema and go far beyond traditional Rich Snippets. See real life examples in a number of fields (travel,
Twitter: @sjachille Speaker: Peter Handley – theMediaFlow – Stay on Top of your Tech SEOPeter Handley, Director of theMediaFlow, will be letting you into the trade secrets of technical brilliance at RIMC 2015 to help you master the ability to drive traffic and conversions. His talk will give an insight into all the top tools and tips you need from start to finish to keep the technical SEO of your website optimal
Speakers: Tejal Patel & Collette Easton – Microsoft/Linkdex – Consumer Status: Complicated!Users search using a variety of language. Microsoft Mobile have a comprehensive and sophisticated view of this market through the large scale data analysis that Linkdex provides. This aggregated analysis helps Microsoft Mobile understand the most visible pages, people and publishers; the value of each and how much influence each has over those consumer experiences. This session will explore how.
Speaker: Lukasz Zelezny – uSwitch – Making Sense Of Your AnalyticsFailures to interpret data can often create missed opportunities when brands become unable to make well-informed, insight driven actions. This session will show you how to develop best practices for data analysis; utilising analytics strategies and tactics that can better equip your brand to meet business objectives and develop effective future strategic actions.
twitter: @lukaszZelezny
Google & MobileSpeaker: Gary Illyes – Google – Wearables, Mobile, and the Internet as we Know it“When I ask my phone what are the top attractions in Iceland, it talks back to me and amongst others, it suggests the Golden Circle. Driving around I use Google Maps to navigate which also tells me in real time which roads are inaccessible, and when we are at Gullfoss, looking for information about the waterfall I specifically look for results that lead to pages optimised for my mobile device. The internet is changing, it’s changing fast, and you must be prepared.”
Twitter: @methode Search & DisplaySpeaker: Christopher Engman – Vendemore – What is Account Based Marketing and why is it growing so fast?Experiences from 100+ Fortune 500 companies in 6 continents How do you combine Account Based Marketing, Marketing Automation and Content Marketing? Which are the top KPIs used to evaluate marketing supporting complex B2B sales?
Speaker: Russell McAthy – BlueGlass – Buzzwords Suck! Attribution, Performance Reporting and Competitor Analysis under the microscopeThe world of digital business is changing and the ability to understand how consumers are finding, engaging and purchasing from your brand is difficult. It would be great to hear your thoughts on the comments above either below or over on twitter @danielbianchini The post RIMC 2015 Key Takeaways appeared first on White.net.      |
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