A Guide to Google: Down Under Edition

A GUIDE TO GOOGLE DOWN UNDER EDITION D R . P E T E M E Y E R S • M A R K E T I N G S C I E N T I S T • M O Z

FIRST, AN OVERDUE APOLOGY

1970 THE BEGINNING

FIRST, AN OVERDUE APOLOGY

1970

1980 THE TEEN YEARS

FIRST, AN OVERDUE APOLOGY

1970

1980 1986

AS LONG AS I’M APOLOGIZING…

AS LONG AS I’M APOLOGIZING…

US GOOGLE.COM CHICAGO HARTFORD PORTLAND JACKSONVILLE SAN DIEGO

AU/US GOOGLE.COM.AU PERTH DARWIN CAIRN NEWCASTLE ADELEIDE

AU/AU GOOGLE.COM.AU PERTH DARWIN CAIRN NEWCASTLE ADELEIDE

TEN BLUE LINKS THE PAST IS GONE

REMEMBER TEN LINKS?

TIMES HAVE CHANGED

… AND KEEP CHANGING

SIA LATER, ORGANIC

US/AU FACE-OFF THE FEATURE GRAPH

IMAGE BOX RESULTS

IMAGE RESULTS US VS AU

IN THE NEWS RESULTS

IN THE NEWS US VS AU

IN-DEPTH ARTICLES

IN-DEPTH ARTICLES US VS AU

VERTICALS EAT SPACE

VERTICALS EAT SPACE

AU SEARCHES WITH VERTICALS

NEWS RESULTS IMAGE RESULTS IN-DEPTH ARTICLES

KNOWLEDGE GRAPH

KNOWLEDGE GRAPH US VS AU

MAYBE WE’RE NOT CRAZY?

Google won’t say officially what percentage of queries evoke a Knowledge Graph answer but appears comfortable with a ballpark estimate of about 25%. -- Steven Levy

OLD ANSWER BOXES

ALL ANSWER BOXES US VS AU

NEW ANSWER BOXES

NEW ANSWER BOXES US VS AU

ADDING IN KNOWLEDGE GRAPH

KNOWLEDGE PANELS ANSWER BOX V1.0 ANSWER BOX V2.0 VERTICALS

VIDEO THUMBNAILS

VIDEO THUMBNAILS US VS AU

MEGA-VIDEO ONE-BOX

MEGA-VIDEOS US VS AU

REVIEWS & STARS

REVIEW STARS US VS AU

EXPANDED SITELINKS

SITELINKS US VS AU

ADDING IN ENHANCEMENTS

VIDEO THUMBNAILS MEGA-VIDEOS REVIEW STARS EXPANDED SITELINKS KNOWLEDGE GRAPH VERTICALS

LOCAL PACK RESULTS

LOCAL PACKS US VS AU

LOCAL ONE-BOXES

LOCAL 1-BOX US VS AU

LOCAL SNACK PACKS

LOCAL SNACK PACKS

SNACK PACKS US VS AU

ADDING IN LOCAL ENTITIES

LOCAL PACKS LOCAL 1-BOXES SNACK PACKS ENHANCEMENTS KNOWLEDGE GRAPH VERTICALS

PAID SHOPPING ADS

PAID SHOPPING US VS AU

ADDING IN SHOPPING + ADS

PAID SHOPPING ADWORDS ADS LOCAL ENTITIES ENHANCEMENTS KNOWLEDGE GRAPH VERTICALS

KNOWLEDGE GRAPH IN SEARCH OF ANSWERS

GOOGLE ANSWERS 1.0

GOOGLE ANSWERS 1.0

ENDLESS ANSWERS?

HUMAN-EDITED DATA

WE TRIED

THIS ONCE

BEFORE…

GOOGLE ANSWERS 2.0

A WEB OF ANSWERS

IS IT A CONSPIRACY?

VARIETY OF FORMATS

ANSWERS IN TABLES

ANSWERS IN LISTS

BUILT ON YOUR DATA

ANSWERS IN PACKS *

IN T

ESTI

NG*

CURATED KNOWLEDGE *

IN U

S NO

W*

KNOWEDGE ADS IN SEARCH OF CASH

PAID HOTEL LISTINGS

CLICKS TO BOOKINGS

DIRECT SERP BOOKING

PAID PRODUCT ADS

PAID ONLINE MOVIES *

IN U

S NO

W*

PAID ONLINE MUSIC *

IN U

S NO

W*

GOOGLE PLAY LYRICS *

IN U

S NO

W*

PAID MUSIC, PART 2

MOBILE FIRST! REALITY OR HYPE?

THE SKY IS FALLING!!

THE WORLD

RUSHED TO

MEET THE

DEADLINE…

MOBILEGEDDON FELL SHORT

…BUT GOOGLE GOT THEIR WAY

MOBILE-FIRST ISN’T JUST HYPE

…we launched some pretty big design improvements for Search on mobile and tablet devices (mobile first! :-). Today we've carried over several of those changes to the desktop… -- Jon Wiley (Google)

MOBILE IS GROWING

SNACKS PACKS

WERE CREATED

FOR MOBILE…

CAROUSELS

WERE BUILT

FOR MOBILE…

ANSWERS

DOMINATE

MOBILE…

EVERYTHING

IS BETTER

ON MOBILE…

EVEN ADS

COME FIRST

TO MOBILE…

ANDROID

BRINGS NEW

SURPRISES…

DO WE FEAR

CHANGE OR

EMBRACE IT?

KOALA SELFIE, BABY!!!

THANK YOU! [email protected] • @dr_pete