Search and the mobile content ecosystem – Google I/O 2016

Search and the mobile content ecosystem – Google I/O 2016


RICHARD GINGRAS: Good afternoon. I’m Richard Gingras,
head of news at Google. And in my job I spend a lot of
time working with publishers and partners around the world. And it’s such a pleasure to be
here at I/O with so many of you here in this beautiful
and exquisite space. Not surprisingly,
I’m someone who I have wanted to be on
this stage my entire life. And as you’ve probably
noticed, I’m not 27. So what’s the lesson in that? Don’t give up. Don’t ever give up. [APPLAUSE] Google, as you know,
has applied great focus on people who use
Google to discover your content and your brands. We continue to evolve our
understanding of users and their intentions
and interests and then connecting
those users to the highest-quality third-party
content and services. We’re proud of our symbiotic
relationship with publishers and enabling users to
benefit from your products. It’s the web’s rich
ecosystem of knowledge that allows products
like Google search to have relevance and value. And it’s the open
platform of the web that allows publishers to easily
reach out to new audiences. In that sense, I believe
that Google and publishers share a common cause. We both desire a rich
and open ecosystem for media distribution. Today, we all have
smartphones in our pockets, smart TVs in our living rooms,
and increasingly computers on our wrists, in our cars,
woven into the very fabric of our lives. People come to Google
billions of times each day to fulfill their daily
information needs, whether that’s catching up
on the presidential election, finding nearby concerts, or
if you’re me, discovering a recipe for a new cocktail. Primarily, these needs
are fulfilled on mobile. In fact, more Google
searches take place on mobile than on desktop the mobile
momentum, as you all know, is only increasing. By some projections, the world
will have 5 billion people accessing the internet by 2025. 5 billion people, from
the coffee farmer in Kenya to the high school student in
Tollin to my geekier friends here in this space with a
half a dozen smart devices. We’re building search to
meet their daily needs. We want all of these users to
have a great search experience so that they can discover
and engage with your content. If you’re a publisher,
search, I’m guessing, is probably a pretty
important source of traffic. As the next billion
come online, it’s only going to become more important. But before I tell you
about all the things that Google can do today, let’s
take a step back and remember how Google started. Remember in 1998? You probably had one of
these sitting in your house. You’d go to Google.com on
this monster machine, type in a few words, and you’d get
links to relevant websites. At the time, the experience
was truly magical. The world of information
at your fingertips. And today that experience
is still magical. We recognize that
mobile is fundamentally different than desktop. One can’t simply port the
same desktop experience over to consumers’ phones. The needs of our users
and their mobile behaviors are so different today. How many of you have been
on a desktop or laptop since arriving at I/O? Maybe in your hotel room
you used your laptop or on your flight here. Now think about how
many times you’ve checked your phone today. On average, people checks
their phone 150 times a day. Among those of us in
publishing or tech it’s probably even more. We twitch with stolen
glances at our phones, lured back to the device
for another convenient burst of digital activity. These short sessions add up. We spend 177 minutes on
our phones every day, almost three hours. That means we’re
having mobile sessions that average more than a minute
long more than 150 times a day. And these short
sessions are productive. In the past year alone
websites in the United States have seen a 29% increase
in mobile conversion rates. We’ve completely rebuilt
search for this mobile, always-connected world. People want answers
instantly we’re no longer sitting
at desktop computers surfing the web
for hours on end. Now we’re whipping out our
phones in the lunch line, at the airport, or
while watching TV. We’re searching for things
that are happening right now and using many new
types of devices. Let me share a video that
gives a quick glimpse into Google’s evolution
over the past 17 years. Please run the video. [VIDEO PLAYBACK] [SOUND OF DIAL-UP MODEM] -When we were trying
to name Google, we actually went through
thousands of names. -The name of the company
has now become its own verb in the dictionary. -Let’s Google it. -You can Google it. -Put the Google on
the internet machine. -Six simple letters
on a plain white page. -For example, being able to
do searches in any language about any country. -When you’re putting
in a question, they finish that
question for you. -At Google, we have been
working on organizing the world’s information. -Our goal is to
digitize all the books. -Today Google announced Gmail,
email for everyone, for free. -Google is mapping
the entire world make it more accessible
to people everywhere. -Google is jumping
into the mobile market. -Android was built as an
open platform for everyone to use and build on. -This is Chrome. It’s a faster, safer
browser for the open web. -Google is unveiling what
they call the Knowledge Graph. -We needed to understand
the world the way you and I do, as objects and
relationships between objects. -Today, Google got another
useful feature with Google Now. -We are providing
you with answers before you’ve even
asked for them. -One of my favorite
cards as the one that shows traffic data for
your commute to and from work. -Think about how far Google has
evolved from the 10 blue links. -We asked ourselves, how
can we assist you right when you need it? -OK, Google, call the
Walker Arts Center. [PHONE RINGING] -It’s not just desktops,
phones, and laptops anymore. -OK, Google,
[NON-ENGLISH SPEECH] -It’s watches with displays,
car consoles with displays. -OK, Google, let’s
go to the aquarium. -Yay, fishies. -How can we help
you get things done in as few steps as possible? -OK, Google. -OK, Google. -OK, Google, show me my photos
of Lucas with the pumpkin. -But we have to remember,
we have a long way to go. -This is just the
tip of the iceberg. [END PLAYBACK] [APPLAUSE] RICHARD GINGRAS: It’s
been a fabulous 17 years. We’ve completely rebuilt
search for this mobile, always-connected world. And we’ve come a long way both
in our abilities, our features, and the way Google looks. Google has a few new moves to
go along with its new look, and let me call out just
several recent launches. With our Stories to Read
cards in Google Now, we suggest new stories based on
the reader’s content, context, and interests. Since many of the
next billion users will be on slow
2G connections, we created Search Lite to ensure
that users on slow networks still get a great
search experience. Search Lite, by the
way uses 90% less data than standard search results. We also started using
mobile-friendly lists as a ranking signal for
mobile search results. Now searches can
more easily find high-quality and relevant
results that support great mobile experiences. Whether it’s our election
experiences or our health results over the
past few years, we’ve launched new features
that feel right at home on a mobile device. And that’s just a start. Although the device
landscape has changed, search plays the same
role it did in 1998, understanding a user’s
intent and presenting the best possible content. Users have an increasing
number of needs that can be answered by
the content and services you provide. We’re creating the
tools and features that we believe will help users
and publishers make the most of search in this new world. If you attended I/O sessions
over the past few years, you may be familiar with
features such as app indexing, the now API, and the
voice messaging API. These features drive
new ways of discovery, whether it’s directing organic
search traffic to your app or reaching users with
third-party now cards. Today’s session is
all about the new ways Google can help you grow your
audience and your business. We’ll discuss how
you can preview fresh, real-time
content in search to drive discovery and reach. We’ll show you how
we’re leveraging accelerated mobile
pages in search to provide blazingly
fast experiences for all the great content you build. When your site
surfaces in search, we want you to be sure
it loads instantly, because if it doesn’t,
abandonment increases and opportunities are lost. And finally, we’ll show you
the new tools and reports we’ve built to help you
measure impact and results. Let’s talk about rich
previews in Search. I’ll hazard a guess that
you’re familiar with the image on the left, standard
search results. Since the very
beginning of Search, these blue links
have been incredibly effective at driving
discoverability of your content and the growth of your business. You probably already
know that by including structured data appropriate
to your content, your site can enhance
its presence on Search and go beyond the
traditional blue links. In this example, what was
once links to recipe websites is now much more visual,
much more engaging. We call these “rich snippets.” With simple markup, you present
a more compelling visual result with reviews images and more. When you look at these
results side by side, it’s clear that rich
snippets are much more enticing to the user. More enticing means more
clicks, more traffic. Rich snippets help users
make more informed decisions, with a greater likelihood
of user satisfaction and deeper engagement
with your site. It’s a win-win situation. Users get much more
engaging search experiences, publishers get increased
discoverability and traffic to their sites. But we want to use markup
to make your content even more engaging to users. We want to take
it a step further. We’re beginning to roll out a
new format, rich cards, which makes your evergreen content
even more prominent on results pages. Rich cards further
enhance content previews on search results pages. If you’re in the kitchen,
desperate for your next sugar hit– and I’m always
desperate for my next sugar hit– a quick search
for dessert recipes will get you a nice
swipable carousel of mouth-watering possibilities. Remember what I
mentioned earlier. In these short bursts
of digital activity, there isn’t much time to
grab a user’s attention. The more visual and engaging
the content, the better. For a user like me, I want to
be seduced by that lemon cupcake image and that recipe. I want to tap on it. I want to bake it. I want to eat it. A digitally driven burst
of culinary activity. What are rich cards? First, rich cards are
built upon rich snippets. It’s a further evolution
of the same idea. Previewing richer content on
Search is good for publishers and good for users. Instead of just links, were
able to surface information about events,
recipes, and movies In a highly compelling,
highly visual fashion. Just like rich
snippets, rich cards use schema.org markup to
help enhance the previews of a site’s content. A rich card is a
compartmentalize template of information that can
take on multiple forms, depending on where
they are displayed. Let’s walk through
a few examples. Let’s say you’re waiting
for the subway on the way to meet your best friend,
who’s a movie buff. She’s annoyingly smart. We all have friends like that. And you need to learn
something about great movies so you can be a
reasonably prepared for the intense
debates that always happen when you hang out. You type “best movies of
all time” into Search. On the left you see
standard search results, with links to relevant sites
that have top movie lists. There may be some great
information on those sites, but you’re not sure. You can hear the rumble of
the approaching subway train, so you have very little
time to get smart. Now let’s look at
the right side. You can see results with a
rich card from Timeout New York City, you get a
nice visual carousel with previews of the
listed movies, lots of visual temptation. You’ve never heard of
Ingmar Bergman’s “Persona.” It seems impressively
deep and intellectual. Maybe your friend hasn’t either. You tap on it, and off you go
to the Timeout New York City website. These rich cards can take
on many different forms. Let’s say you have
a cooking website. First, your rich
cards can appear as a part of a list of
recipes from multiple sites. For example, if you
search for pasta recipes, you might find mac
and cheese variations from Epicurious.com and
the “New York Times.” I love mac and cheese, and
I’m hungry for a taste test, so I’ll do both. Second, your rich card can also
appear as a list of recipes from just your site. On the right, all of these
tempting, waistline0expanding recipes are from
the Food Network. Of course, tap on a recipe, go
to that site, start cooking. Users are coming to Google
billions of times each day with queries just like these. When a publisher’s content
appears in more places, in richer, more
compelling forms, discovery
opportunities increase. And those who click are more
likely to have a stronger intent to take action,
to cook that recipe, to attend an event, to
subscribe to a premium feature. Today, the rich card
program is open for recipes and it’s being
tested for movies. In the future, we will expand
to many other categories of results as well. Creating a rich cards is
simple and only requires structured data markup. Mark up your recipe
pages with recipe schema, movie pages with movie schema. You get the idea. Many of you have already done
this markup on your pages and then you add item list
markup on the list page that contains all the
recipes or movies. We do recommend that
you submit a site map containing the marked up pages
through the Google Search Console. This will also help
increase the discoverability of your content. We’re just getting
started in this area, and we’d like to thank
the publishers who participated in early tests. The rest of the
effort, of course, just made us hungry for more. We’re eager to expand the
previewing of rich content throughout Search. Users are coming to Search for
more than just recipes, movies, or events. They’re also
searching about things that are happening right now. And I mean right now, as in
right this moment, not hours ago, not 15 minutes ago. Under the current
model, publishers have to wait for Google
to index their content. That means the freshest
content isn’t reaching users at the moment that matters most. Take a look at this
chart of searchers during this year’s NFL draft. At the start of
the draft, queries peaked and remained high
throughout the event. These users reacted
to the live event and came to Search looking
to find fresh information. Maybe they were on their
couch watching the draft on TV or sneaking a look while
sitting in a meeting at work, looking for the
latest draft news. This is not unique
to sports fans. People are coming to
Google for real-time info about all kinds of
things– the Oscars, the elections, and of
course breaking news. During the World Cup, searches
related to the World Cup peaked at over 20%
of all search volume. People come to Google
to find information about what is happening now. That led us to think, how can we
surface real-time results more quickly and satisfy those
real-time spikes in queries? The question kicked
off the development of our real-time
indexing efforts. Instead of waiting
for your content to be crawled and
indexed, publishers will be able to use
the Google indexing API to trigger the real-time
indexing of their content. Users get access to
real-time results in Search and publishers increased
their discovery and reach. It’s an exciting new area, and
we’re just getting started. We’ve launched a pilot
within the next few months and we’ll roll it out to more
publishers over the next year. As you know better
than I do, it’s not enough to simply appear
on the search results page. To grow your business,
you need users to engage. But far too often users
are experiencing pages that are awkwardly slow loading. We know people abandon
slow-loading sites and those occasions end up
being lost opportunities, plain and simple. What publisher can afford that? In fact, 40% of people
abandon a website that takes more than
three seconds to load. With every millisecond users
have to wait for a page to load, they’re more likely
that they’ll give up in simply go someplace else. The experience of reading
content on the web today can be painful. We’ve all had these
bad experiences. There’s the
slow-loading web page, heavy pages trying to
do way too much when the network connection
or the device simply isn’t up to the task. You can almost feel
the page straining under the weight of
the data, sucking the life out of the battery and
bringing your phone’s processor to its knees. All you can do is wait
and wait and wait. And then there’s that page
with the sticky scroll. You start to scroll. You get nothing. No buttery smooth
scroll for you. Your finger isn’t strong
enough to scroll the page. And last but not least, that
page that seems to fully load, you think it has, and you’re
happily reading a long way and all of a sudden
a late-loading ad or some other component
pops in, shifting the content you were trying
to read off-screen someplace. All you wanted was
a compelling read, but apparently the
page thinks that you wanted to play hide and seek. An effective user
engagement strategy? I don’t think so. It was challenges
like these that were at the core
of the initiative that we, together with
three-dozen publishers and tech companies, started last fall
called “Accelerated Mobile Page” project. The AMP is an
open-source initiative that embodies the
vision that publishers can create mobile-optimized
content once and have it load instantly everywhere,
to the benefit of their user experiences, their business
models, their destinies. It’s been amazing to
see so many people, so many companies come
together and build a solution that would
improve the mobile web experience for everyone– not
only publishers but ad tech companies, analytics
companies, discovery platforms, CMS providers. During the development
of the project, competitors came
together in the same room and collaborated
on a common cause. It was really inspiring to see. This is the way it had to be. We felt it was important
that a solution be driven by the industry,
not just a single player. This way everyone is
invested, everyone can share their expertise, and
we can learn from one another in order to achieve the
best possible outcome. Let me share a
video that I think captures this collaborative
spirit if the AMP project. Let’s check it out. [VIDEO PLAYBACK] -Those of us when
we first started playing with the web, the great
thing was that you could surf. You go to one site, read
something, find a link there, click, you’re off
to another site. -It was the single-greatest
driver of innovation that we’d ever seen. -Thanks to
smartphones, everybody has internet in their pocket. -But the mobile web
is really at odds with what everybody does on the
web, which is surf and browse. And that should all
be fast and easy. And right now it just isn’t. -So this thing which should
be a source of utter wonder is a source of frustration. -Waiting, waiting. -Not letting me scroll. -Now it’s loaded. -People bounce. So still if the page doesn’t
load within a couple seconds, they move on to the next page. -That is the worst possible
outcome for everyone involved. -So, Google, together with
dozens of other publishers and technology
companies, sat down to try to find a
solution for this. And our solution
was the AMP project. -AMP is a fantastic
industry-collaborative approach to make mobile web faster. -You’ll see the
benefits of an AMP page when you first go to one. The first thing
is instant speed. -The next click is only sort
of like one little scroll away. -More people will see us. More people will see our ads. More people will be able
to read our content. -We love the ability
to style our own pages. Is a great opportunity for us
to really look like our brand, feel like our brand. -With this sort
of open philosophy that it’s unfettered
and unrestricted and you can do pretty much
anything you’d like with it. -Publishers can maintain control
over their own destinies, control over their own products,
control over their own business models. And the best way to do that
with an engineering project is to make it an
open-source project. -We feel like it’s really
important that there’s not a gatekeeper between
a publisher and them reaching their audience. -The success of the
AMP project is not going to be based on
the leadership of one. It’s going to be based on
the leadership of many. -You have a problem that
is common to others. You work together to
find a common solution. -So it’s like all of
a sudden everybody jumping in and
doing stuff and then something comes
up which is great. -Something that we’ve
needed to do for a very long time as an industry. This is the spirit of
the web at its best. -Just give it a try. Show up at the Get Help page. Read the documentation. See what it would
mean for your pages. -We shouldn’t be fighting over
what a hyperlink is anymore. It’s time to figure out how
to tell the best stories. -You know those of us
involved with the AMP project are involved in many regards
because we love the web. And we want the web to be as
vibrant and healthy as all of us know it can be. We want it to be fast
and furiously compelling. We want to make the
web great again. It’s really as simple as that. Can we make the web great again? [END PLAYBACK] RICHARD GINGRAS:
Who was that guy? [APPLAUSE] Some of you might have noticed
that a couple of people in that video have moved on to
impressive new opportunities. I think of that as another
demonstration of the power of AMP to accelerate careers. AMP is very easy to use
if you haven’t tried it. And its underpinnings
should be familiar to anyone creating web content today. We’ve invited a lot of
familiar friends to this party. AMP HTML is HTML with a couple
of extra twists and tricks. JavaScript plays an
instrumental role via the AMP JavaScript library
and within Sandbox components that you can build. CSS continues to be at
your disposal for styling. And we’ve brought smart
caching into the model. AMP is based on web
technologies and web principles. We didn’t want to turn our backs
on what makes the web the web. We didn’t want to build
entirely new technology stacks. Instead, all it took
was some imagination to smartly rearrange
the existing bits that were already there. Simply stated, it’s just
in time loading of data, just in time processing
of components, just in time rendering of pages. And to be clear, AMP
isn’t just about instantly surfacing content on Google
Search or other discovery platforms. It’s about building
fast, elegant websites. When we bring it all together. We find that an ant
page loads 4 times faster and uses
10 times less data compared to a non-AMP page. And that doesn’t include the
added performance benefits when smart caching
and pre-rendering are brought into the equation. Like I mentioned earlier, AMP
is an open-source project. The activity and
engagement we’ve seen has been tremendous
and inspiring. Over 7,300 developers have
engaged with the effort. There have been over 1,900 code
submissions from developers. The project has
put out 88 releases so far– about two
releases per week. Not bad for a project that’s
about eight months old. The velocity has
been incredible, and I thank each and
every one of you who’ve helped to make that happen. From discovery platforms like
Twitter, Line, Pinterest, to CMS providers like
WordPress and Drupal, to dozens of analytics
providers and ad networks, it’s been great to see
the momentum behind AMP. But the proof is
in the adoption. The adoption curve
is remarkable. We’ve seen 125 million
AMP documents in our index from over 640,000 domains from
every corner of the globe, and it continues to
increase every day. Just like many
publishers, Google is also making good use of AMP. Earlier this year we
launched amped news carousels within Google Search
on the mobile web. And that makes it
easier than ever to get discovered
on Google Search. With amped news carousels,
users can not only read instantly loading articles,
but swipe between articles that also load instantly. Now, I’m not a rocket
scientist, but I know that we can’t expand the
amount of time in the day, but we can help users consume
more content in the time they do have. We’re now expanding
AMP both within Search and across other Google
properties like the recently launched Google News and
Weather app in the United States edition. Over the next
several weeks, we’ll be rolling out
the AMP experience to the iOS and Android
Google Search apps as well, and we’ll continue beyond that. We’re also working to bring
AMP to new types of content. We’ve just started to
experiment with combining rich cards and AMP. When you combine the two, users
get incredibly rich and fast experience. Users can tap on your rich card
and view a recipe instantly. They can preview more
recipes instantly by swiping left or right
within the carousel, thanks to the instant
nature of AMP. We’re launching this experience
first with recipes and plan to support many of the
content type sites soon. AMP will also be part of the
real-time indexing effort that I talked about earlier. Now let’s take a
look at the tools we built to help you measure
the results of the features I’ve talked about. Search Console helps you
monitor and maintain your site’s presence on Google Search. If you haven’t done
it so far, we strongly recommend you verify ownership
of your site in Search Console. It provides many tools to
improve the search experience for your content. We’ve added a new
report to Search Console that will help you understand
you have implementation errors in rich cards. It will even suggest
which cards can benefit from additional markup. To use the tool, just log
to Search Console and select the Rich Card Report. The report will show you the
overall status for your site. In this case, you can see
the site has done a fine job and they don’t have
any invalid cards. They do, however,
have many cards on the site that can benefit
from marking up more fields. We mark them as
enhanceable cards. The report will also
show you examples of any errors, down
to the specific field on a specific URL. It can also guide you to the
updated structured data testing tool. The structured data testing tool
allows you to run a live test on your pages. This can highlight all
the errors and enhancement opportunities you
have on your cards. This is one of the
most popular tools, and it is incredibly useful
for stamping out problems before they occur. You can even simulate how
your card will actually look on the search results
page by using the newly added Preview functionality. It was highly requested, and it
should make the tool ever more effective. The AMP project, by the way,
also provides a mechanism to validate files. In Search Console,
we surface AMP errors in your crawled and AMP
content to make it easier for you to address any fixes. This includes the
structured data requirements for AMP features like
the Top Stories carousel. We also recently
launched an AMP report that shows impression,
click, and CTR data for just your AMP content. You can try the feature today by
simply logging into your Search Console account, go to the
Search and Analytics report, and filter to AMP
for Search Types. You can even compare
how AMP metrics stack against other
Search features like your Search Result links. AMP has been a very fast-moving
initiative, as I noted, and we want to thank the
many AMP developers who have contributed not only
valuable feedback but code and helped us tweak the
tools I’m talking about here as the project evolved. For some hands-on experience,
check out the Sandbox. We have members from our
developer relations and product teams to answer any
and all questions and show you live demos. That was a lot to cover
in a half an hour, so I’d like to take
a moment to recap what we talked about today. We talked about how you
can preview richer content in Search for
increased discovery. We announced our efforts
in real-time indexing to help connect users with
the most up-to-date content you offer. We showed how AMP can drive
blazingly fast consumption across the mobile
web and how are working to bring it to new
surfaces and new content types. And finally, we walked
through the new rich card and AMP reports and the updated
structured data testing tool. To learn more, check
out these sessions that deep dive into
the individual topics. And again, if you’re interested
in getting some hands-on time with these tools, want
to review documentation, please stop by our Sandbox
that you can do any time during the rest of I/O. Google Search looks completely
different from 17 years ago, and that’s the point. And as you heard yesterday
in Sindar’s keynote, Google is continuing to evolve. Although Search
may look different, content discovery is still at
the core of everything we do. Whether that discovery comes
from the search results page or the interfaces
of the future, such as the Google Assistant
or Allo or Google Home, we want to make sure that
integrating and growing with Google is as
easy as possible. Definitely stay
tuned, as will have much more to announce
as more and more features and capabilities
move from concept to reality. As I mentioned at
the beginning, I believe Google and publishers
share a common cause. I’m excited to see so
many people come together to ensure that the next
billion users can experience the same magic and universal
access to information that we’ve all enjoyed over
the first 25 years of the web’s history. I thank you very much. [APPLAUSE] [MUSIC PLAYING]

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2 thoughts on “Search and the mobile content ecosystem – Google I/O 2016”

  • အရမ္းကို တတ္ႂကြမိပါတယ္ ေရာက္ဖူးခ်င္ပါတယ္ ႀကိဳးစားပါအုံးမယ္ ေရာက္လာရင္ ေလ့လာခြင့္ရမယ္ဆို အေပ်ာ္ရႊင္ဆုံးျဖစ္မိမွာ ကမ႓ာေပၚမွာ အေရာက္ခ်င္ဆုံးေနရာ Google USA

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