Note: Because this is an ongoing series, viewers will not receive a certificate of completion.
Skill Level Beginner
- [Instructor] These days, we hear a lot about digital voice assistants and how well they respond to our commands. But many marketers don't realize customers can use conversational search right on their desktop. That's because Google's semantic search algorithm understands the relationship between words. It knows, for example, that Mary Smith is probably a person and provides results based on that context. Here's how it works. First, open the Chrome browser. Then, make sure you enable your mic. Let's say you're interested in politics and want to find out a little bit more about Canada, so you start with the question, click the mic, and then say "Who is the Prime Minister of Canada?" - [Google] Justin Trudeau is the Prime Minister of Canada. - [Instructor] Well, great. That gave me just what I wanted. Now let's go a little deeper and ask who he's married to. You'll notice I'm not using his name, but the pronoun he. Tap the mic. Who is he married to? - [Google] He's been married to Sophie Gregoire Trudeau since 2005. - [Instructor] Okay, now, I wonder if they have any kids. So I'm going to ask a third question and switch pronouns again. Tap the mic. How many children do they have? - [Google] Three. Sophie Gregoire Trudeau's children are Hadrian Trudeau, Ella-Grace Marget Trudeau, and Xavier James Trudeau. - [Instructor] And I have my answer Hmm, now you might think, that Trudeau name is so familiar. I wonder who his father is. So I'm going to switch pronouns again and ask who his father is. Who is his father? - [Instructor] Now I wonder what his father did for a living so I'm going to ask that. What did he do? - [Google] Here's a summary from Famous Biographies. When Canada's then-Prime Minister Lester Pearson retired in 1967, Trudeau campaigned for leadership for the Liberal party. Within 20 days of winning leadership of his party, Trudeau was sworn in as Canada's 15th Prime Minister. - [Instructor] Okay, so Justin Trudeau is a legacy Prime Minister. Good to know. And you'll notice that Google knew to switch the pronoun from son to father. I've got one last question, then really, I do have to get back to work. Who is his mother? - [Google] Grace Elliot. - [Instructor] Okay, so in this case, I was curious about Justin's mom, but Google didn't know that, so it gave me the name of Pierre Trudeau's mother right at the top, but if you look down, the first result underneath offers Justin's mother Margaret as a possibility. So it's not taking chances. As you can see, Google's semantic search recognizes personal pronouns and context, and it works on desktop and on the mobile app. For marketers, this gives you an opportunity to personalize content based on the questions your customers may be asking. Step one is to understand your customers, their lives, and what motivates them. Step two is to map their day to figure out what they're doing and when your content or product might be able to help. anticipating the different questions they may have, and then all the different ways they might ask them. And finally, step four, create content that answers your customers' requests