The One Thing Your Business Can Immediately Take Away from Google I/O

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The One Thing Your Business Can Immediately Take Away from Google I/O was originally published on BruceClay.com, home of expert search engine optimization tips.

Google leads the world in technological advances that affect the way we live and do business. At the Google I/O developer conference this week, we glimpse a preview of how people will interact with computing in the near future.

Google I/O conference

Shoreline Amphitheater in Mountain View, CA, scene of the 2017 Google I/O conference

Kicking off the conference, CEO Sundar Pichai opened a two-hour keynote to a packed audience of developers, tech reporters and others who were joined by viewers in 85 countries watching online to hear what was new from the tech giant, including one overarching announcement:

We have shifted from a mobile first to an AI first world.

This shift into an “artificial intelligence first” world will impact the way customers find your business AND the way you interact with those customers.

Lots of articles no doubt list the many Google feature announcements coming out of the I/O conference. But here, we zero in on something that all business owners should be aware of as we move forward into this AI-powered, machine learning-based new world…

Focus on solving user problems

One thing becomes clear as you watch the tech giant unveil feature after feature: Each new product is designed to solve a problem. You could say this is the key to Google’s success.

During yesterday’s keynote alone, Google announced many coming AI-enabled features that exemplify this problem-solution strategy. Here are just a few.

  • Google Assistant will be much more connected, even allowing people to type their interactions through a phone instead of speaking them — because there are times you don’t want people to overhear what you’re saying.
  • Google Photos is getting Photo Sharing, a new feature that can recognize people in your photo and proactively suggest sending them the file — because people have a problem following through and sharing their photos.
  • Google Visual Positioning Service will be able to guide your indoor movements through a store such as Lowes to help you find what you want — which solves a big problem for visually impaired people, not to mention the rest of us who need help navigating aisles.
  • Google Lens is a fascinating new AI feature that takes visual identification to new heights. In one application, Lens can remove obstructions in front of a subject, such as a chain link fence (see demo tweeted below), and fill in the missing elements — because people want to be able to take better pictures.

Let’s apply Google strategy to your business. In a nutshell:


“Your greatest opportunities as a business are probably hiding under the cloak of user problems.”
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To find the opportunities awaiting discovery for your own business, ask yourself two questions:

  1. What do people complain about in my industry? Complaints expose problems just waiting for a new product, service or technology to solve. This kind of negative feedback also provides clues for how to best engage your prospective customers.
  2. What is difficult or time-consuming for prospective customers to accomplish today? In addition to listening for pain points, also just observe. Look for processes that everyone just accepts, but which require a lot of time and effort to do.

If your business innovates a solution to a problem, you can make people’s lives or jobs easier, potentially jump ahead of your competition, and grow your business.

But even if you’re not going to invent the next great product, by understanding people’s needs better you can offer solutions more effectively. Your marketing campaigns will ring truer (and have better click-through rates!) if they come from a point of empathy.

Solving people’s problems underlies the majority of Google’s advancements. Make it your business’s mantra, too.

Note: You can watch Google I/O to see various presentations live May 17–19 (check out the schedule here).

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May 18th 2017 Google

Lyft Partners With Google’s Waymo to Challenge Uber

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Tesla is still the recognized leader in the autonomous vehicle concept on the strength of its Model S and Model X. But the new partnership between Google’s Waymo and Lyft aims to give Elon Musk a run for his money.

The two Silicon Valley companies have agreed to unify their resources and expertise to commercialize self-driving cars.

A spokesperson for Lyft said, “Waymo holds today’s best self-driving technology, and collaborating with them will accelerate our shared vision of improving lives with the world’s best transportation.”

The partnership was also confirmed by a spokesperson for Waymo who remarked, “Lyft’s vision and commitment to improving the way cities move will help Waymo’s self-driving technology reach more people, in more places.”

Waymo may possess the “best technology” since its self-driving cars are already averaging 5,000 miles without any human help, according to a report from the California DMV. In contrast, GM’s Cruise Automation is only averaging in the “hundreds of miles.”

However, Waymo does not have the knowledge on transportation networking to really make the jump between the deployment of its automated cars and mass commercialization. This is where Lyft will come in.

For those who are not familiar with Lyft, it’s similar to Uber but targets ordinary drivers looking to make some extra buck as partners. Customers also pay through the company’s app, but while the tip is already integrated into the final cost for Uber, Lyft asks users to add the tip through its app.

By the end of the year, Lyft will be available in 300 key US cities.

But this partnership will be beneficial not just for Google’s Waymo, but Lyft as well. It’s not an accident that people have not heard about Lyft because it comes a distant second to Uber. For instance, the company only has a $5 billion market valuation compared to Uber’s $68 billion.

The problem with ride-sharing networks is their heavy dependence on their partner drivers in order to scale up their business. In fact, drivers—along with the vehicles and fuel—make up 85% of the cost. Uber has the money to invest on a grand scale to cut the difference, a luxury that Lyft does not possess.

One solution is to cut the human drivers and go fully automated, the report said. Instead of sharing the revenues with their human partners, they can quickly recoup their investments by operating an automated fleet.

The post Lyft Partners With Google’s Waymo to Challenge Uber appeared first on WebProNews.

May 18th 2017 Google

4 critical areas to consider when performing AdWords audits

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AdWords audits are a great way to win business and check on the health of an account, but columnist Matt Umbro notes that there are some aspects of an audit that are easily overlooked or underexplored. Don’t make these mistakes!

The post 4 critical areas to consider when performing AdWords audits…

Please visit Search Engine Land for the full article.

May 13th 2017 Google

Google sets machine learning loose on new ‘Smart’ display campaigns

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Automation take over essentially every aspect of this new campaign format.

The post Google sets machine learning loose on new ‘Smart’ display campaigns appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

April 22nd 2017 Google

Shrewd Burger King ad tries to hijack Google Home, delivers earned media home run

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Ad effect is short-lived but gets massive secondary exposure because of novelty.

Please visit Marketing Land for the full article.

April 13th 2017 Google

Here’s a script to stop ads from showing next to offensive videos

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Wondering how to avoid embarrassing or controversial video ad placements on YouTube? Frederick Vallaeys shares a script for that.

The post Here’s a script to stop ads from showing next to offensive videos appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

April 13th 2017 Google

Is Google really keeping fake listings off Google Maps?

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A recent study released by Google claims that fewer than 0.5% of local searches lead to fake listings. But is this number misleading? Columnist and local search expert Joy Hawkins takes a deep dive.

Please visit Marketing Land for the full article.

April 13th 2017 Google

Patent 1 of 2: How Google learns to influence and control users

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Columnist Dave Davies does a deep dive into a recently granted Google patent that describes how your data and context could be used to influence your future actions.

The post Patent 1 of 2: How Google learns to influence and control users appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

April 12th 2017 Google

Is Google really keeping fake listings off Google Maps?

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A recent study released by Google claims that fewer than 0.5% of local searches lead to fake listings. But is this number misleading? Columnist and local search expert Joy Hawkins takes a deep dive.

The post Is Google really keeping fake listings off Google Maps? appeared first on Search Engine…

Please visit Search Engine Land for the full article.

April 12th 2017 Google

Google to hold annual livestream of AdWords, Analytics, DoubleClick announcements May 23

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Says updates will touch on simplified measurement, improved targeting and ways brands are starting to use Google Assistant.

The post Google to hold annual livestream of AdWords, Analytics, DoubleClick announcements May 23 appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

April 11th 2017 Google