Tag Archive | "Soon"

Tinder Co-Founder: Siri Might Become a Matchmaker Soon

Tinder Co-Founder Sean Rad, in an interview on stage at the Web Summit in Lisbon, Portugal, said that he thinks that as the technology of AI advances that Siri might become a matchmaker soon:

I think the future looks nothing like what you see right now. A lot of people talk about AI and its ability to create new insights and new data, but I actually like to think about AI and its ability to create better user experiences. I’ll give you a simple picture of what I where I think not just Tinder is headed but a lot of different applications are headed. I think Siri might become a matchmaker soon.

Tinder has made it being exceptionally simpler and easier to connect with people. This is partially because it introduces a new way to double opt-in and partially because behind the scenes there’s a lot that we’re doing with AI in ensuring that we show you the best possible matches, but you could see how it could get even easier.

One day because the system is so smart in knowing the users and knowing what you want, one day Siri might say… hey Sean, there’s someone a mile away who you find attractive and we were pretty sure she finds you attractive and you both happen to like Coldplay and they’re playing in town next week. Do you want to get a coffee and if you like each other go? Siri might then create that transaction or might actually make that introduction like a traditional matchmaker.

You sort of see that as technology gets better, technology starts to disappear in our lives and starts to become a little more fluid with our daily behaviors and that creates exciting new possibilities.

What About AI-Powered Bots Making Matches? I hope not, I think that’s a scary existence. You don’t want to take the humanity out of technology.

The post Tinder Co-Founder: Siri Might Become a Matchmaker Soon appeared first on WebProNews.

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Are You a Writer Looking for Recognition and Clients? Copyblogger Certification Is Re-Opening Soon

First things first: We’re re-opening our Content Marketing Certification this month! It’s a four-week educational program on content strategy (taught…

The post Are You a Writer Looking for Recognition and Clients? Copyblogger Certification Is Re-Opening Soon appeared first on Copyblogger.


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Alexa and Cortana will soon work together, allowing each to access the other

You’ll soon be able to ask Alexa to “open Cortana” and vice versa.

The post Alexa and Cortana will soon work together, allowing each to access the other appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Get Ready for the Evolution of Long Tail Keywords, Coming Soon to Mobile Apps

Posted by Royh

Last month Google made a big announcement, potentially signaling a game changer for search. Google is quietly rolling out app-only content indexing, even if that content isn’t actually hosted on the indexed app.

So, what does that actually mean?

The game-changing implication is that when you search Google from your phone or tablet, app-only content will “stream” directly to your mobile device — even if you don’t have the app installed.

Thus, if I search for the key phrase “hotel tonight in Chicago,” I’ll see results from mobile apps that aren’t installed on my device, sending me directly to app-only content “streamed” from a virtual app hosted on the Google cloud.

Hotel Tonight

(Image credit: TechCrunch)

How is app content indexed differently?

Before this announcement, direct deep links to app content were displayed only if the matching app was already installed on your mobile device, as in the example below:

(Image credit: Google)

With this change, web content no longer needs to match app content.

According to Google’s Rajan Patel leading the new initiative:

“We want users to be able to have access to this content, regardless of whether it’s available on the web or in an app.”

How will this announcement change the way applications are discovered?

Well, Google is effectively lowering the bar for app indexing, and app owners can score a quick win if they act in a timely manner — a few tips on this below.

The new long tail landing page for mobile

The new app content streams are essentially equivalent to landing pages for a desktop website. Both share the same principal: promoting select content from the website or app.

That means focusing on long tail keywords. Simply changing the title and description of the home page of the app is no longer enough — targeting those long tail keywords is going to be essential.

To find the keywords that send traffic to competitors, I’ll use the SimilarWeb app analysis feature as an example. In this case, you can see how the search engine keywords that sent traffic to Snapchat’s competitors — keywords searched in the Google app — drove traffic to Snapchat after the search, and were basically all keywords from app indexing.

What’s the key here?

Say hello to the app indexing API!

In order to make this whole process possible, app developers need to implement the app indexing API. It’s not new, but now that you don’t need to match app content to web content, it can be your secret weapon to torrents of mobile traffic.

The indexing API doubles as a ranking signal to Google, so all the mobile apps that implement and complete the app indexing API will gain a ranking edge.

Measure mobile engagement stats

Once you implement the indexing API, you’ll show Google how much time users spend inside your app, and what they do there.

If you need a benchmark to go by, you can measure how your competitors’ apps are doing in terms of time on the app and session per user. Here’s an example from SimilarWeb’s app engagement function:

Again, the first thing you need to do in order to get started is implement the app indexing API, as I said earlier — since Google factors it as one of the ranking signals, it will favor the app owners that complete the process.

If you want some more instruction and technical walkthroughs for getting your app indexed, you can check out this piece by Bridget Randolph on the subject. Just keep in mind that this is still in beta.

Google is testing the process on a few apps that agreed to participate in this experiment. It’s still unclear when the update will be released out of beta, but I’m sure several clear winners (and losers) will emerge when this fully rolls out.

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Coming soon – Big Data analysis with the Wordtracker API

Author (displayed on the page): 

It’s no secret that we’ve found some great new data sources to massively improve the quality of our data. Finding all this data created a problem though – suddenly we had terabytes of keyword data on our hands and nowhere to put it and no way to process it.

This is when we looked to the cloud for the solution. It’s given us unlimited storage and processing power within a quickly scalable solution. Using multiple clusters we can wield over 307 ghz of processing power. Or to put it another way, more than 7,675,000 times the computational power that put the first man on the moon.

If you’re wondering why we need all this grunt it’s because of the amount of vertices we have within our data. We don’t just have really cool metrics like IAAT, IT, Volume, Competition etc etc, but we also have this for hundreds of different countries. What’s more, this is all available segmented over time.

Let me give you some examples of what you could do with this…

  • Let’s say you want to know the impact of an advertising campaign. How many people were searching for your brand or product before, during and after the campaign?
  • Find out how many people search for a term throughout the year and track the impact of seasonality
  • Quickly find the search volumes for any given keyword for any week in the year

Our API plugs you directly into this data – we’ve optimized it for speed and stability so you know you will be able to get results with sub-second response times. This isn’t just keyword data, it’s Big keyword data.

Currently the API is in private beta, and it’s being tested to make sure it’s up to scratch. We’re also using it to power our own tools, so we know it’s up to the job. We’re planning to release it fully in the next few days, meaning that everyone will be able to access it.

If you want to find out more details about the api then check out this page:
http://www.wordtracker.com/api

Thanks and we look forward to hearing from you!

Wordtracker Blog

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3 Reasons Google Won’t Offer Car Insurance Comparisons in the US Anytime Soon

The following is a guest column written by Rory Joyce from CoverHound.

Last week Google Advisor made its long-awaited debut in the car insurance vertical — in the UK. Given Google’s 2011 acquisition of BeatThatQuote.com, a UK comparison site, for 37.7 million pounds ($ 61.5 million US), it comes as little surprise that the company chose to enter the UK ahead of other markets. While some might suspect Google’s foray into the UK market is merely a trial balloon, and that an entrance into the US market is inevitable, I certainly wouldn’t hold my breath.

Here are three reasons Google will not be offering an insurance comparison product anytime soon in the US market:

1) High Opportunity Cost

Finance and insurance is the number one revenue – generating advertising vertical for Google, totaling $ 4 billion in 2011. While some of that $ 4 billion is made up of products like health insurance, life insurance and credit cards, the largest segment within the vertical is undoubtedly car insurance. The top 3 advertisers in the vertical as a whole are US carriers — State Farm, Progressive and Geico — spending a combined sum of $ 110 million in 2011.

The keyword landscape for the car insurance vertical is relatively dense. A vast majority of searches occur across 10-20 generic terms (ie – “car insurance,” “auto insurance,” “cheap auto insurance,” “auto insurance quotes,” etc). This is an important point because it helps explain the relatively high market CPC of car insurance keywords versus other verticals. All of the major advertisers are in the auction for a large majority of searches, resulting in higher prices. The top spot for head term searches can reach CPCs well over $ 40. The overall average revenue/click for Google is probably somewhere around $ 30. Having run run similar experiments with carrier click listing ads using SEM traffic, I can confidently assume that the click velocity (clicks per clicker) is around 1.5. So the average revenue per searcher who clicks is probably somewhere around $ 45 for Google.

Now, let’s speculate on Google’s potential revenues from advertisers in a comparison environment. Carriers’ marketing allowable is approximately $ 250 per new policy. When structuring pay-for-performance pricing deep in the funnel (or on a sold-policy basis), carriers are unlikely to stray from those fundamentals. In a fluid marketplace higher in the funnel (i.e.  Adwords PPC), they very often are managing to a marginal cost per policy that far exceeds even $ 500 (see $ 40 CPCs). While it may seem like irrational behavior, there are two reasons they are able to get away with this:

a) They are managing to an overall average cost per policy, meaning all direct response marketing channels benefit from “free,” or unattributable sales. With mega-brands like Geico, this can be a huge factor.

b) There are pressures to meet sales goals at all costs. Google presents the highest intent of any marketing channel available to insurance marketers. If marketers need to move the needle in a hurry, this is where they spend.

Regardless of how Google actually structures the pricing, the conversion point will be much more efficient for the consumer since they will be armed with rates and thus there will be less conversion velocity for Google. The net-net here is a much more efficient marketplace, and one where Google can expect average revenue to be about $ 250 per sold policy.

How does this match up against the $ 45 unit revenue they would significantly cannibalize? The most optimized and competitive carriers can convert as high as 10% of clicks into sales. Since Google would be presenting multiple policies we can expect that in a fully optimized state, they may see 50% higher conversion and thus 15% of clicks into sales. Here is a summary of the math:

With the Advisor product, in an optimized state, Google will make about $ 37.50 ($ 250 x .15) per clicker. Each cannibalized lead will thus cost Google $ 7.50 of unit revenue ($ 45 – $ 37.50). Given the dearth of compelling comparison options in insurance (that can afford AdWords), consumers would definitely be intrigued and so one can assume the penetration/cannibalization would be significant.

Of course there are other impacts to consider: How would this affect competition and average revenue for non-cannibalized clicks? Will responders to Advisor be incremental and therefore have zero opportunity cost?

2) Advisor Has Poor Traction in Other Verticals

Over the past couple of years, Google has rolled out its Advisor product in several verticals including: personal banking, mortgage, and flight search.

We know that at least mortgage didn’t work out very well. Rolled out in early 2011, it was not even a year before Google apparently shut the service down in January of 2012.

I personally don’t have a good grasp on the Mortgage vertical so I had a chat with a high-ranking executive at a leading mortgage site, an active AdWords advertiser. In talking to him it became clear that there were actually quite a bit of similarities between mortgage and insurance as it relates to Google including:

  1. Both industries are highly regulated in the US, at the state level.
  2. Both verticals are competitive and lucrative. CPCs in mortgage can exceed $ 40.
  3. Like insurance, Google tested Advisor in the UK market first.

Hoping he could serve as my crystal ball for insurance, I asked, “So why did Advisor for Mortgage fail?” His response was, “The chief issue was that the opportunity cost was unsustainably high. Google needed to be as or more efficient than direct marketers who had been doing this for years. They underestimated this learning curve and ultimately couldn’t sustain the lost revenue as a result of click cannibalization.”

Google better be sure it has a good understanding of the US insurance market before entering, or else history will repeat itself, which brings me to my next point…

3) They Don’t Yet Have Expertise

Let’s quickly review some key differences between the UK and US insurance markets:

  1. Approximately 80% of car insurance is purchased through comparison sites in the UK vs under 5% in the US.
  2. There is one very business-friendly pricing regulatory body in the UK versus state-level, sometimes aggressive, regulation in the US.
  3. The UK is an efficient market for consumers, the US is not. This means margins are tighter for UK advertisers, as evidenced by the fact that CPCs in the UK are about a third of what they are in the US.

As you can see, these markets are completely different animals. Despite the seemingly low barriers for entry in the UK, Google still felt compelled to acquire BeatThatQuote to better understand the market. Yet, it still took them a year and a half post acquisition before they launched Advisor.

I spoke with an executive at a top-tier UK insurance comparison site earlier this week about Google’s entry. He mentioned that Google wanted to acquire a UK entity primarily for its general knowledge of the market, technology, and infrastructure (API integrations). He said, “Given [Google’s] objectives, it didn’t make sense for them to acquire a top tier site (ie – gocompare, comparethemarket, moneysupermarket, confused) so they acquired BeatThatQuote, which was unknown to most consumers but had the infrastructure in place for Google to test the market effectively.”

It’s very unlikely BeatThatQuote will be of much use for the US market. Google will need to build its product from the ground up. Beyond accruing the knowledge of a very complex, and nuanced market, they will need to acquire or build out the infrastructure. In the US there are no public rate APIs for insurance carriers; very few insurance comparison sites actually publish instant, accurate, real-time rates. Google will need to understand and navigate its way to the rates (though it’s not impossible). It will take some time to get carriers comfortable and then of course build out the technology. Insurance carriers, like most financial service companies, can be painfully slow.

Conclusion

I do believe Google will do something with insurance at some point in the US. Of the various challenges the company currently faces, I believe the high opportunity cost is the toughest to overcome. However, the market will shift. As true insurance comparison options continue to mature, consumers will be searching exclusively for comparison sites (see travel), and carriers will no longer be able to effectively compete at the scale they are now — driving down the market for CPCs and thus lowering the opportunity cost.

This opportunity cost is much lower however for other search engines where average car insurance CPC’s are lower. If I am Microsoft or Yahoo, I am seriously considering using my valuable real estate to promote something worthwhile in insurance. There is currently a big void for consumers as it relates to shopping for insurance. A rival search engine can instantly differentiate themselves from Google overnight in one of the biggest verticals. This may be one of their best opportunities to regain some market share.

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