how technology is changing search and...
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How Technology is Changing Search and SEO
Barry AdamsPolemic Digital
19 October
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Barry Adams
Ø Doing SEO since 1998Ø Founder of Polemic DigitalØ Co-Chief at State of Digital
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Variety of Clients
> Travel
> Education
> Technology
> B2C
> Publishing
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Old Search
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Old Results
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New Search
Voice-based search Contextual Triggers
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Voice Search
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Smartphones
Home Assistants
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Voice Search Trends
Source: http://www.kpcb.com/internet-trends
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Voice Search Trends
Source: http://www.kpcb.com/internet-trends
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Voice Search Trends
• “50% of all searches will be voice searches by 2020” – comscore
• “There will be 21.4 million smart speakers in the US by 2020” – Activate
• “60% of people using voice search have started in the last year” - MindMeld
Source: https://www.branded3.com/blog/ok-google-give-stats-voice-search/
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Contextual Triggers
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Source: http://searchengineland.com/future-search-engines-context-217550
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Source: http://searchengineland.com/future-search-engines-context-217550
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Source: http://searchengineland.com/future-search-engines-context-217550
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Source: http://searchengineland.com/future-search-engines-context-217550
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I want a slice of that!
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50%+ of Web Traffic is Bots
https://www.incapsula.com/blog/bot-traffic-report-2016.html
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Integrate your data & functionality
• Structured Data
• Knowledge Graph
• App Indexing
• Accelerated Mobile Pages
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Structured Data Markup
@badams#3XEdigital https://developers.google.com/search/docs/guides/intro-structured-data
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Knowledge Graph
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Knowledge Graph
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Knowledge Graph
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Knowledge Graph
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Knowledge Graph
Read more: https://builtvisible.com/answer-boxes/
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App Indexing
https://firebase.google.com/docs/app-indexing/
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@badams#3XEdigital https://www.ampproject.org/
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Accelerated Mobile Pages
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Restrictive Standard
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Web server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Google AMP Cache
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Summarised…
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Be Searchable in the Future:Integrate, integrate, integrate!
• Machine-Readable ContentØUse Structured Data markup for all your content
• Provide AnswersØUnderstand what your audience is searching for
• Deep IndexingØDon’t hide content & functionality behind inaccessible tech
• Websites as Data SourcesØYour site’s biggest audience is machines