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ARDAN ARAC: OK.
Well, welcome to our session.
We're very excited to have you here today.
And I know it's late in the afternoon, so you're probably
pretty tired.
But we have some truly exciting stuff to show you.
Today, we're going to show you how you can transform your
brand queries on Google search.
JOHN HJELMSTAD: And we're going to do that through the
power of the Google+ API, Google+ pages, as well as the
Google+ Sign-In API and related technologies.
ARDAN ARAC: I'm Ardan from the search team.
I'm a product manager.
And in the first half of the talk, I'll be walking you
through the user experience, and what is possible.
JOHN HJELMSTAD: And I'm John.
I'm an engineer on Google+.
And I'm going to, in the second half of the talk, tell
you how you can actually implement this, and in fact,
get your part of the equation rolling today, in as little as
half an hour, to provide this integration.
ARDAN ARAC: Today, we'll be mostly talking about a class
of queries that I call brand queries.
These are queries like Audi, NBC, Fandango--
people coming to Google and searching directly for you.
So the first question to address is,
why should you care?
People are already looking for you.
Who cares what the Google results page looks like?
Well, for many of your users, current and prospective,
Google is the first interaction
point for your brand.
On the internet, it's not really your home page where
you make the first impression.
It's the Google search results page.
And this is what the page looks like for a lot of you.
And this is a very great page.
It's very useful, gets the job done.
But today, we'll show you how you can get to this.
The first thing that strikes me when I look at this is how
much more beautiful it is, more visual.
The logo is there.
The movie posters are there.
Before, and after--
but it's not just pretty for prettiness' sake.
It's also very useful.
At Google, we're all about relevance and bringing useful
content to the users.
So let's think about the use case here.
I come to Google searching for Fandango.
On the right hand side, I see the most popular movies that
are trending on Fandango across their website or mobile
app right now.
So the fact that "Oblivion" is the top movie, it's pretty
likely that I too am interested in "Oblivion," or
one of those four movies we're showcasing here.
So my eye goes there.
My mouse goes there, and I click on it, and here.
I'm on "Oblivion"'s page on Fandango, ready to complete my
transaction.
It is so much faster.
And if beauty and efficiency and relevance don't convince
you, perhaps math will.
Here, you doubled your footprint on Google's search
results page.
You doubled the number of links pointing to your
website, and you supplemented the page with even more
relevant links relevant now.
Here's another example.
Let's say I heard about TuneIn last night from John.
He mentioned he uses it.
He loves it.
I barely remember what it was or why he liked it, so I come
and Google it.
This is what I would see today, but this
is also what's possible.
The first thing, the logo is there.
So maybe it rings a bell.
Maybe I remember seeing TuneIn elsewhere.
If not that, underneath it, I see CNN's logo.
I see BBC radio.
I immediately you start to understand TuneIn is where
people go and listen to these radio stations.
6,000 people seem to be listening to CNN.
As in the example of Fandango, if I click on one of these
links, I'm on the right page, ready to consume the content.
There's also another point I want to make here.
Everything you see in this card comes from TuneIn.
It is specified by TuneIn.
So basically, since the clicks go to TuneIn, we want to give
as accurate a representation of those pages that we'll be
taking the user to as possible here.
So the logos, the text, the descriptions, all come from
schema.org markups.
And John will be getting into the weeds later.
Let's take a closer look.
So we talked about the logo that comes from the Google+
profile page.
But there's also the follow button that allows the users
to follow your brand directly from search.
And why does that matter?
First of all, you're building a relationship.
You're building a community.
So from this point on, any post that you post on your
Google+ profile will appear in that user's stream.
But there's also another point here.
As a search team, we now know that this user cares about
your brand.
There is an explicit signal that they gave us
by following you.
So that goes way deeper than just the brand query.
Having that kind of an explicit signal, explicit
affirmation from the user that they like you, that's the type
of thing we love and integrate into search.
So building a follower base is a general good to have.
That pays many dividends down the stream.
We didn't talk about recent posts, so I want to spend a
little bit of time on this one.
So this is the voice of your brand coming from your Google+
page in realtime on search results.
So when would that be useful?
How about product launches or product announcements?
We all work towards these big milestones where we announce
something and we want everyone to hear about it.
So in this case, BMW, who has launched a new customization
tool for their interior design, puts a post about that
launch, about that announcement, right on Google.
And perhaps the reason someone is searching for BMW on that
particular day is because they heard about this through a
different channel.
And there's that nice blue link, and clicking on it goes
to this nice album posted on Google+.
However, all links don't need to go to Google+.
That's not the point.
For some announcements, maybe the appropriate link is to the
page on your website.
So here, with Verizon's announcement, the link doesn't
go to Google+.
For BMW, that made sense.
They wanted that visual experience.
But for Verizon, they want to maybe sell the product.
So they included a link to their product page.
Examples are really endless, but I want to walk you through
a couple others.
So you can also use this to upload all kinds of
interesting, relevant, timely information, such as events
that you're hosting.
You can also use it to post realtime updates from the
events themselves.
Or perhaps promotions, coupons, daily deals--
but here's another one that I really like, and this
emphasizes the realtime nature of this integration.
So every once in a while, something unexpected happens,
and that you want to deal with-- like, say something
about, with urgency.
In this example, perhaps something happened in your
local community, and you want to get your message across as
quickly as possible.
Well, this is a great distribution system.
You can--
as the CEO of the company, or the PR person, marketing
person, whoever--
type up a post from your mobile phone, hit send, and
within less than a minute, that message is going to be on
Google's search results page for people looking for you.
And here, maybe you make direct eye contact with the
user who's searching for you with your written
message next to it.
And not everything has to have a time component.
All the examples I walk through were about events,
promotions, et cetera.
But sometimes, you just want to show the best of their
pages, best of your content, with pretty pictures, on
search results page.
And this is the last section I want to talk about.
I already alluded to it at the beginning of my talk.
We are just beginning to release this new module that
shows people who are looking for you, what is popular,
what's trending on your site or app.
Well, how do we know what's popular?
Google+ platform team released Sign-In with Google
functionality that I hope all of you are considering or
adopting to your website and mobile app.
So users come and login with their Google ID to your
service, be it on mobile or desktop.
Then with their consent, you can send us the activities
that those users are engaged in--
the songs that are being listened or the movies that
are being purchased.
So then, one of the first integration points of this
data into Google search is what I'm showing here.
We aggregate all those activities, find out what is
trending right now, and then put links into them with
accurate descriptions coming from your web pages into these
right hand side cards.
So Google+ Sign-In is--
basically, we will be having a lot more integrations on top
of Google+ Sign-In, and this is the first starting point.
So with that, I hand over to John, who will be talking you
through how to get to these features.
JOHN HJELMSTAD: That's right.
Thank you, Ardan.
So this is a really exciting opportunity to actually have
the ability to have your voice, as well as the voice of
your users, on your Google search results page for your
brand query.
And that's almost unprecedented.
In fact, actually, it is unprecedented.
And you might think to yourself, how
can I make this happen?
And the great news is that it's incredibly easy.
I'm going to describe today two different levels of
integration that you can do.
One is so simple that within the span of half an hour's
worth of time today while sitting in Google I/O, you can
get your portion of this ball rolling to activate the right
hand search box to begin with.
All that involves is having an activated +Page that also has
current posts that have been posted quite recently on it.
The second level of integration that I'm going to
describe is integrating Google+ Sign-In.
Google+ Sign-In, in turn, as Ardan mentioned, allows you to
send activities with the user's consent to Google,
which we in turn can pass back to you in the form of
promotion in the right hand search box on the popular
Google+ box.
Let's get into the details.
First level of integration is what I call basic integration.
All you need to do to activate the right hand search box is
to have a Google+ that you've created that claims a website
that corresponds to your Google+ brand query--
excuse me, your Google brand query.
And then that page in turn will have validation code on
at that points back to your +Page to ensure that the +Page
is yours and you are the +Page.
The second level of integration is
to integrate Google+.
You integrate Google+ to tell us who is doing activities on
your site, what those activities are, and then with
the help of schema.org, you'll be able to tell Google's
search engine more about the page, such that we can render
something relevant and contextual for the user.
So let's dive right on in.
First thing to do is to set up a +Page.
Many people here have probably already done so, but if you
haven't, it's incredibly simple.
You simply just go to Home, Pages, Add a Page, and you'll
go through a very easy to follow flow.
And I'll walk through some of the most relevant fields
associated with that.
There's quite a few others, many of them quite
self-explanatory.
So in this case, we're talking about a product or a brand in
terms of classification.
And you'll give your product a brand type.
The two fields that are most relevant are the
most obvious ones.
One is your name--
pretty straightforward.
That name will show up directly, prominently, and in
large text in the right hand search box on the top.
The second is your website.
The website is what you were claiming
corresponds to that +Page--
pretty straightforward.
For best results for that +Page, execute your brand
query directly yourself, and simply just copy and paste.
Make sure that there's a one-to-one correspondence.
It might not necessarily be absolutely required, but to
make things easy, just copy the URL directly
into the claim box.
That's fairly simple.
The last stage, which I don't show on this slide, is simply
just to have your profile image.
The profile image is what shows up in the top left
portion of the right hand search box.
So that's great.
At this point, you have a +Page.
You've claimed the page that corresponds
to your brand query.
That's not quite enough, because of course, anybody
could do that.
The last thing you need to do is add code your page itself
that validates that that page is yours.
Now there's a number of different ways to do this, and
previous talks actually today, including Paul Linner and
Chris [? Macinez, ?]
having to do with our new Badges, provide some
techniques to do that.
The first technique that I'm going to describe is to add a
widget to your page.
And the widget could either be a Brand Badge, which we see
here on the right, or a Follow button, which you also see
here on the right.
The Brand Badge is a beautiful, small
representation of your +Page that you can embed
anywhere on your site.
But if it happens to be on your home page, Google search
crawler will see this and take that as
validation of the page itself.
The same is true for the Follow button.
The Follow button is a lighter weight version of this.
You'll notice that Follow exists in the
Brand Badge as well.
And Follow provides yet another way that you can embed
anywhere in your site, but in particular, on your claimed
page, to indicate that the +Page is yours, and to allow
users the ability to establish a
relationship with you by following.
And then finally, if none of these work for your particular
UX reasons or others, you can simply just add a link tag,
which has no UX associated with it whatsoever, or a
direct link to your +Page.
Once Google search crawlers crawl your page, they will see
this and take this as validation, at which point
you're pretty much done.
How do you know that this has happened?
You go back to your +Page, and then take note of the URL here
for TuneIn.
If there's a small check boxes just to the right of it,
Google's crawlers have found, crawled, and
validated your page.
At this point, you're completely done, and you can
activate the right hand search box simply by
adding Activated Posts--
excuse me, Active Posts, which is the last stage in the basic
integration--
very simple.
It's the same as posting a share or a post your personal
stream, only, of course, it corresponds to your +Page.
Now, there are two requirements associated with
posts that are required to trigger the
right hand search box.
The absolute requirement is that you have some text.
We need to provide additional information in context.
But of course, it is strongly recommend as well to either
have a link or an image.
The image will be displayed directly on the page,
providing that it can be, of course.
And then if you provide a link, Google's crawlers will
crawl that link, find an image from it, and display that as
well in the right hand side.
And here we have a couple of examples.
TuneIn is promoting a Deadmau5 concert with a link.
That link was crawled on TuneIn's website, and the
image appeared accordingly.
In the second particular example, an image was provided
directly, which corresponds to the text.
And that's pretty much it.
It's incredibly simple.
And like I said, your portion of this can be done in as
little as 15, 30 minutes today, simply by starting up
your +Page, claiming it, and then providing validation.
Google search crawlers will do the rest.
So before and after is an incredibly powerful
demonstration of this technique and this technology.
So from here, I'm going to talk about the deeper
integration.
And this is something that, as Ardan mentioned, is already
paying dividends, but is becoming more and more
powerful as we continue to add features of the Google+
Sign-In platform.
And this involves integrating Google+ Sign-In, and then
sending app activities with users' consent to Google,
indicating activity that is going on on your site.
Now, thinking about this in a very straightforward fashion,
if you look at the Popular on Google+ side, we need to know
how many users are doing something, and what they're
doing, and then to be able to represent that.
Corresponds to three concepts.
First of all, who's on your site?
This is conferred by adding Google+ Sign-In to your site.
Second, sending app activities--
what is the user doing, and on what page--
which is represented as a URL, which we'll see in details--
does that activity apply?
And then third, Google's crawlers
will crawl those URLs.
And you can provide a way using schema.org to tell us
how to best render that content, so that when the user
sees it in Popular on Google+, will get an accurate
representation of where they're about to go.
Let's dive into the details.
First thing to do is to integrate Google+ Sign-In.
Now, there are a number of different talks in Google I/O
today that will give you a lot of the details .
And it's important to recognize that you can do this
for web, Android, or I/O. Everything that applies to
this talk has to do it either web- or app-related
activities.
For the purposes of the discussion today, I'm going to
go through the web flow just as an example, just to show
you how simple it will be.
However, there are a number of different talks, all of which
are tomorrow--
a deep dive into integration on web, Android, and iOS-- and
I strongly encourage you to check out any of them if they
are of interest to you.
So the first thing to do in integrating to a Google+
Sign-In into a webpage is to add the
Google+ JavaScript snippet.
And this activates all APIs that Google+ supports.
This includes +1, Brand Badge, Follow widget.
It also allows you access to the Google+ Client, with which
you can send activities to Google.
It's a pretty straightforward piece of boilerplate that you
more or less just copy and paste once
onto any given page.
And then from there, what you would like to do is add a
Google+ Sign-In widget.
The widget is activated, as all other widgets on the
Google+ platform are, with a small snippet of HTML5 markup.
This provides an example of the Sign-In widget.
As you'll notice, it's simply just a span
which has a class g-signin.
All widgets have class equals g dash something.
And in this case, it's a Sign-In widget.
I'll go through a couple of the other parameters that are
relevant to this integration, as well as all integrations
that have to do with Sign-In, just to give you a little more
flavor for the important factors that are involved in
integration.
And the first one is the callback parameter.
In the case of web, when a user goes through a Sign-In
flow, a JavaScript function is executed with the
result of that flow.
And what you need to know is simply one thing.
Was it successful?
And if it was successful, at that point, you can start
sending app activities back to Google.
Let's take a look at what the JavaScript
function will look like.
This is very simple.
And of course, we can go into more detail.
I recommend that you go to the web talk tomorrow, or watch it
on stream if you'd like.
Here, we're defining a function called
handleAuthResult.
It takes in a result object.
For the purposes of the function, it simply just looks
like a standard object.
And it either has as one of two fields.
Access token--
if that token exists, the flow was executed successfully, and
you can start making requests, which we indicate here via
simple Boolean.
There's a number of ways to do that.
If there's an error, you can log it, and there's a number
of different other things that you can do, which you can hear
about tomorrow.
Second field is Client ID.
Your application or site needs to be able to identify itself
to Google uniquely so that we know what app or site
corresponds to the activities.
And that's done through the use of a Client ID.
You can set up your Client ID at cloud.google.com/console,
and then click Register App.
You'll go through a flow, of which I've shown a couple of
details here, that allows you to select the type of app or
site that you're talking about, and then add certain
metadata associated with it.
In the case of a web application, all you need to
do is indicate that it is a web application, and then copy
and paste in all the host origins on which
your script may exist.
Between the two of these, Google's APIs will be able to
validate that the client ID is legitimate, and then therefore
know who your app is and who you are.
Finally, I'll talk about this requestvisibleactions field
just to call out again that all these activities that you
post on behalf of your users are done with their consent.
When you pass requestvisibleactions equals
this value to Google, what it does is triggers the consent
dialogue to ask the user, is it all right for us to send
activities on your behalf?
Supposing they consent, your JavaScript callback will get
an access token.
And from there you can start sending activities.
So finally, let's talk about what it looks like to actually
send those activities.
And this is also very simple, so simple that the amount of
JavaScript necessary can fit on one slide with
fairly large text.
There are two pieces associated with this.
One, there's a simple "if" conditional that says, was the
sign-in flow successful to begin with?
And there's a number of different pieces of logic you
can put in there, depending on your integration.
But most importantly, you create a moment.
The Google Moments API allows you to send different types of
what we call moments-- in this particular case, an activity--
to Google.
There are only two pieces of data associated with an
activity that are absolutely required-- one, the type.
There are a number of different types.
In this particular example, I'm saying the user has
listened to something, and that something is
identified by a URL.
And that's all it is.
From there, you use the Google Client, which already has the
access token which has been granted by the user going
through the consent flow to it.
And you simply just post this to the moments vault, which is
the URL for the moments API.
From there, Google knows that the activity has occurred, and
you're pretty much done.
The result of this can be used as well, for
logging and other purposes.
But for the purposes of Popular on Google+, that is
all you need to do.
So at this point, if we go back to the Popular on Google+
section, let's think about it.
What do we know how to do?
We know who's doing what on your site, and to what.
So we can display the account, basically by
uniquifying the URLs.
And we know that that number of users has
performed that activity.
The last piece of data that we need is data about what that
URL actually corresponds to.
And the way that we do that is by requesting that sites add
schema.org markup to their page.
Now, schema.org is an open standard that simply just
involves adding additional attributes to existing HTML to
tell us more about what it is, semantically speaking.
Now, Google is really good at inferring meaning from HTML.
But at the same time, schema.org allows you to
specifically indicate what that content is.
Is it a song?
What is its duration?
What language are we talking about?
It basically takes the guesswork out, and really
makes it much more deterministic.
And it's an incredibly powerful technique.
But I will start by talking about a simple example here,
corresponding to a song.
Now, take a look at this markup.
It's very simple.
Obviously, it would be more complex, in all likelihood, on
a real site, but it really gets the point across.
This represents a displayed representation of a song.
You can see there's an image.
There's the BBC Radio 93.5 is the name associated with it.
There's genre information.
But is all this kind of in a mishmash of divs and
spans and all this.
There's a listen control at the bottom.
It's actually kind of ironic that most, or at least many
websites, are generated from structured content, and
completely lose it on the way out.
Schema.org allows you to put those semantics back in.
So how do you do this?
The first thing you do is by circumscribing the universe of
discourse that you're talking about, simply just by adding
the itemscope property to the top-level div that
encapsulates all the information about this song.
Itemscope basically just says, this is a thing.
The next attribute you add is itemtype, which says
what type it is.
The types are all enumerated at schema.org/docs/full.html.
In this particular case, we're talking
about a music recording.
Now within the type of music recording, a lot of additional
attributes can apply, that map very directly to this
particular DOM.
All of these are marked via itemprop attributes.
So you just add itemprop to the DOM accordingly.
You'll notice that we've marked where there's an image,
what the name of the music recording is in this
particular case, the genre, and the
language which it occurs.
There may be a bunch of additional data on the page.
Now, that's fairly straightforward.
When Google's crawlers get to this content, it allows us to
pull all these fields out, sanitize them appropriately,
and render them directly and meaningfully in the Popular on
Google+ box.
It's an incredibly powerful technique, and something that
extends well beyond the Popular on Google+ box.
So I suggest that you take a look at schema.org if you have
any interest in it, because this is the sort of thing that
will continue to pay dividends over time.
Today, Popular on Google+ supports two different types
of schema.org markup, corresponding to a number of
different types of activity to which that could occur.
This is in the music and movies verticals.
So for music, the schema.org type is music
recording, as you see.
You can listen, discover, or buy that, or at least indicate
that your users are doing so.
And for movies, discover, buy, want, and review are the
applicable activities.
But of course, the team is working extremely hard to
expand the types of entities that are understood, as well
as being able to represent of those entities in a much more
fluid way, in a much more meaningful way.
Popular on Google+ is really only the beginning of this
integration.
ARDAN ARAC: Thanks, John.
I'll say the closing words.
So basically, we showed you today how you can really jazz
up your brand queries.
But as the search team and the social team and with this
partnership, our goal is to go way, way beyond brand queries.
And the better we understand your app, your site,
individuals' relationship to you, either through the Follow
action or the user activities that you're writing to us, the
better we understand the content and how it is
consumed, the better we can represent you.
This gives us a new understanding of how what
users are doing, how they're consuming, which
user cares about you.
All this stuff is just a wealth of information that
will keep enriching the search experience.
And we started with brand queries, and I hope this talk
and the examples and showed you were exciting enough for
you to go and put that half an hour of work in to activate
your Google+ page, or one week of one engineer's work to
integrate Google Sign-In, but there's a lot more to come.
So thank you.
JOHN HJELMSTAD: Thank you very much.
[APPLAUSE]
JOHN HJELMSTAD: So we've got plenty of time.
If you would like, we are open to the mic for questions.
AUDIENCE: I'm just curious how current search engine
placement and whatnot for our old search engine
optimization, how that comes into play here.
Does it improve?
Does it even come into play at all?
JOHN HJELMSTAD: Ardan?
ARDAN ARAC: So basically, we have, at least with all the
features we showed you today, we haven't really changed
anything in the central column in terms of ranking.
It's all on the right hand side.
AUDIENCE: So regarding the ranking on the search results,
the first result is what's going to determine the card on
the right, correct?
JOHN HJELMSTAD: That's right.
AUDIENCE: Is it possible for a single Google+ page, so let's
say TMZ for example, to trigger on TMZ, a search for
that, and also for celebrity news?
Does it matter, as long as they're the number one ranking
for that term?
ARDAN ARAC: No, not at the moment.
So basically, because there are, of course, other sites--
like Paris Hilton also is in celebrity news--
at least at this point, we don't choose which +Page
applies to a more generic query.
So the feature currently is pretty tightly
tied to brand queries.
AUDIENCE: So have to specifically have a search for
your brand name for that to appear.
ARDAN ARAC: Yes.
AUDIENCE: OK.
AUDIENCE: Hi.
Can you hear me?
JOHN HJELMSTAD: Yep.
AUDIENCE: You talked about +Page, but there's a lot of
talk on the web, like, for local pages, business pages.
Are we talking about the same thing?
Because lately, you've being mentioning all these different
definitions of pages.
So is it +Page, local pages, or are there different things?
JOHN HJELMSTAD: For the purposes of this integration,
we're just talking about +Pages.
There may be additional features that we add similar
to this that are inspired by its hope for success, but for
right now, we're just talking about +Pages.
AUDIENCE: Like for the Google local pages
from Maps or something?
Or local businesses, I mean, there--
ARDAN ARAC: Those are also hosted on
Google+, as far as I know.
JOHN HJELMSTAD: Yeah, so that's just a different type
of page associated with this.
But for now, we're really just talking about brand queries,
so corresponds to product or brand searches.
ARDAN ARAC: But there is an
internationalization component.
That brings me to a good point.
So for example, in the case of Starbucks, there can be a
global Starbucks page, like in English.
So that is the content that would show in most cases, at
least for queries in English.
But then maybe Starbucks Japan chose to also have an identity
and a page where they post Japanese content.
So we definitely look at the localization.
So for query Starbucks in Japan, the content would come
from their Japan page.
And for the query in English, it would come from their
English page, or the page associated with the US.
And things can get even more localized for local
businesses, to like state, city levels.
AUDIENCE: Thanks.
AUDIENCE: You have support for authorship tying into Google+,
so if somebody authors a page, they show up.
But you don't do that for brands.
You don't have any kind of a form of publishership, so that
even though we have the ability to tie our logos--
we can tie our pages back to Google+, but you don't show,
say, our organizational information in little profiles
next to it the way you do with authors.
So can you talk about if that's going to come?
And also, just today, you've--
I mean, an hour ago, you announced that you're
supporting company logos.
But you're not using Google+ for that.
You're using schema instead.
ARDAN ARAC: No, the logos I showed at the top, like the
TuneIn logo, that comes from Google+.
That doesn't come--
AUDIENCE: Yeah, I understand that.
I'm talking about, like, you understand authorship.
Somebody's written an article.
They'd link to authorship, right?
ARDAN ARAC: So we didn't really touch upon authorship,
but that is something I think about a lot, and a lot of
people on my team also does.
So basically, who is the face behind content.
And we talk about the voice of TuneIn,
the voice of Starbucks.
But sometimes within that umbrella is the voice of a
particular author, like someone's name is
associated with that.
So we didn't go into that, but there are ways of actually
linking pages to individuals, +Pages, and that's who gets
[INAUDIBLE].
JOHN HJELMSTAD: I think that's what he's mentioning.
He's wondering what would happen if a brand essentially
was the publisher, or at least wanted that to--
AUDIENCE: Well, are there plans to allow brands to have
that kind of linkage, as opposed to just their authors?
So if "The New York Times" wanted to show up, and you
list "The New York Times," the "New York Times"--
JOHN HJELMSTAD: If you said, by "New York Times,"
essentially.
AUDIENCE: --might like to have their logo.
ARDAN ARAC: Yeah, I mean I don't know the details of that
feature all that much.
But I guess--
JOHN HJELMSTAD: Yeah, I mean it's something that we've
considered.
And I think the team is trying to figure out all the
nuances with it.
Because I think part--
and don't quote me too heavily on this-- part of it is really
trying to provide the personal touch, essentially, of who
specifically wrote it, as opposed to providing a
different sort of clearinghouse for kind of like
an umbrella of authorship.
[INAUDIBLE].
But there's a number of really legitimate use cases for it
too, and so I could try to meet you afterwards, and get
you in touch with the PMs for that.
AUDIENCE: Thank you.
AUDIENCE: Hi.
I was wondering if you had a roadmap for the other schema
that are already entities.
So currently it's just movies and music.
Do you give a published roadmap of the support for the
other ones, specifically for the local business entity?
ARDAN ARAC: Yeah.
Actually, that's definitely something we're interested in.
I don't have a roadmap slide to show, but it really depends
on two things.
One is like, what idea, what use case really strikes us?
And I'd actually love to your ideas.
You know your service.
You know your content.
We have office hours right after this.
So if you come to that and say, hey, here's how we think
you could use our data in Google, like, that's how-- the
best ideas come from you, so that's part one.
But part two, what really convinces us to focus on a
certain vertical or a certain use case is also the data that
we're seeing coming through.
Like, if I see a lot of data coming from apps, sites that
are about local businesses, then we're like, OK, let's
look deeper into this, what we can do with this, as opposed
to just talking the hypothetical.
So another way of sort of getting your use case to the
front of the queue is actually sending us data integrating
the Google+ Sign-In.
AUDIENCE: Thank you.
ARDAN ARAC: Sorry, what?
AUDIENCE: Where can we get the slides?
JOHN HJELMSTAD: I think that'll end up being posted on
the I/O site after the talk.
AUDIENCE: My name and personal brand happen to clash with an
Italian design heiress and an Austrian DJ.
Neither one of those has yet woken up to this and how to
use it and to use it.
Now, I've the brand, domain, got all that in place.
I've claimed my +Page.
So at this point in time, it should be very easy for me to
get it all set up.
Now meanwhile, sooner or later, one or both--
probably both of those two-- are going to wake
up to what's happening.
I'm just a little guy.
They, on the other hand, are actually
quite famous, big entities.
What happens then, if it's the same brand?
ARDAN ARAC: Right.
So this is a hard problem, so I'm just going to venture my
sort of thought-- like, this is not a product definition.
But, how I would fix that is, the key is really
understanding the user's relationship to
you or to that brand.
So if I know-- like, the basic example-- if the user follows
you when they search for you, the likelihood that they're
looking for you is high.
Or another user has signed into their page with their
Google+ whatever identity, also the likelihood that they
are interested in that is high.
So these are very explicit signals, and they're not as
common as we would like.
But that's kind of the answer, understanding--
and maybe if my friend is following you,
that's another signal.
So I guess one way to solve that is really understand
which user is interested in which brand.
JOHN HJELMSTAD: And just expanding upon that a little
bit, of a lot of times we've seen brand names that are
claimed in, like, Italy versus the United States-- very
simple, right?
That's yet another axis along which search can be a little
bit more intelligent, based on geolocation, based on what
language you're searching in, things of that sort.
And then also, things that we are rolling out having to do
with automatic hashtagging and semantic analysis associated
with your content.
If we know that somebody's very interested in shoes,
maybe we'll show Jimmy Choo.
But if somebody's interested in Jimmy Choo the website
maker or something, then we would trigger that.
But it's very early days when it comes to the
search aspect of that.
AUDIENCE: It's going to be very much contextual and
relational then?
ARDAN ARAC: Yeah.
JOHN HJELMSTAD: Yeah.
AUDIENCE: OK.
Thank you very much.
AUDIENCE: Quick question on-- you guys talked about on the
right hand column, pretty much.
So I just wanted to know how would that get incorporated
with mobile searches or tablet searches, et cetera.
Is that going to be included in mobile as well, or--
ARDAN ARAC: The question's about mobile?
JOHN HJELMSTAD: Mobile and other displays.
ARDAN ARAC: Good question, yeah.
So we started with desktop.
Like right now, this is available--
everything we showed is available on desktop, but
we're working on mobile as well.
JOHN HJELMSTAD: Pretty much anywhere else that search
results would show up, we seek to integrate it in the most
contextual and non-intrusive way.
AUDIENCE: And the desktop one's already public already?
JOHN HJELMSTAD: Yes, for movies and music.
Of course, we'll be rolling out to more
categories over time.
AUDIENCE: Thanks.
JOHN HJELMSTAD: It doesn't appear that there's any
questions from the extended sites.
So if there's any more here?
One more.
AUDIENCE: How would this integrate with the cards?
Would it?
ARDAN ARAC: What cards?
AUDIENCE: Well, like Google Glass cards or Google Now
cards, will you ever see with a Google Now like
this being the top--
ARDAN ARAC: Oh, I see.
Like Google Now cards?
AUDIENCE: Yeah.
ARDAN ARAC: That is a good idea.
We haven't really thought about that.
JOHN HJELMSTAD: I mean, it's another one of the visual form
factors that we're looking into, to see what the user
experience will be like, whether it be too cluttered,
whether or not it will provide contextual and relevant
information.
Anecdotally and intuitively speaking, it
seems like it would.
And I think that the teams will continue
to integrate more.
AUDIENCE: Thanks.
JOHN HJELMSTAD: That's all the time we've got.
ARDAN ARAC: Thank you.
JOHN HJELMSTAD: Thanks for your time.