3 Predictions from Google for 2017, explained to the rest of us.

You might wonder why this is important? Well, here's the deal, Google has an uncanny ability to actually make it's predictions a reality, so the Internet community goes all ears when they say '- Hohum, we think this might happen' because usually they make it happen. So without further ado;

Machine Learning / Artificial Intelligence (or ML/AI if you want to sound cool)

Basically it means enabling computers to learn without telling them exactly what to do, you still have to tell them what to do to begin with however. Some people mistakenly call this AI, which it is not. You might, on a good day call it a fat free, 0 calories AI light. But, and here's the cool thing, you can throw it around as much as you like because very few understand it anyway. So fire away at the digital consultants, the IT department, hell, even the marketing guys; '- Do you have any AI in that?', '- Have you integrated any ML in this?'. If you feel particularly bold you can even use it as a Unique Selling Point, make sure you lower your voice and surreptitiously tell the client '- We are incorporating ML in our next Gizmomadikk...'. No one's going to question you.

Verdict: Don't worry, just make sure you remember the abbreviations, and use them a lot. You will thank me.

AMP or Accelerated Mobile Pages

Another prediction from Google is that mobile will become EVEN MORE important. With that in mind, they, and others, are working on a project they call AMP, it makes webpages load super duper hyper fast on mobile phones. Google likes fast, you as a consumer likes fast, make your website AMP ready. More info here.

Verdict: Very High Relevancy. Understand and act on it.

Structured Data, Semantic Data, Rich Snippets

The above, as described by main man Sir Tim Berners-Lee: Semantic data is the information that allows machines to understand the meaning of information. It describes the technologies and methods that convey the meaning of the information. Oh, yeah, everything's so much clearer now...

Let me give you an example: The word 'bat' can mean a nocturnal animal, a stick that you hit a ball with, to hit something (to bat), wink your eyelashes, unattractive woman, someone defending something (to bat for someone/-thing). Search engines, even though they are getting increasingly good at 'understanding' the context, in it's purest essence read only 'bat' and have no idea what your INTENTION is.

What joy and happy days wouldn't it be if you could tell the search engine that you actually mean 'the little nocturnal flying animal' bat without actually having to write that in your text. Would look a bit silly. Well, good news, you can. And that, humanoids, is what this is all about. We don't have to get into the technicalities, the only thing you have to do is demand that your website is dressed up to the teeth in this. Because Google and the rest of the search engines will love you for it. You can read more about it here.

And here's the kicker: You can list your products, it's prices, specials and discounts, opening hours if you're in retail, date and time and links to where to buy tickets (if you're a rockstar or a theater company). The list just goes on and on.

Verdict: Just do it, Now.

So, thanks to your friendly Icelandic, Swedish speaking, exiled-to-Norway, former Managing Director Petur, you are now in the digital know for 2017. At least according to Google.