There has been a seismic shift in how people discover content online. Desktop searches are surpassed by mobile searches, and voice search is seeing double-digit growth every month. How can businesses prepare their websites for the future of online search? This talk will explore changes in search behaviour and provide actionable tips for businesses. Which technologies are driving screenless searches through voice search and automatic notifications? How can you prepare your website to integrate with the future of SEO?

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Search in a screenless world
How voice search and contextual
triggers change everything
Barry Adams
Polemic Digital
#NottmDigital

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Barry Adams
➢ Doing SEO since 1998
➢ Specialist in Technical SEO & News SEO
➢ Co-Chief Editor at State of Digital
➢ Columnist for Search Engine Land

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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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Voice Search vs …?
Source: https://searchengineland.com/survey-smart-speaker-
ownership-steals-time-smartphones-tv-radio-289916

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Voice Assistant Location
Source: https://searchengineland.com/survey-smart-speaker-
ownership-steals-time-smartphones-tv-radio-289916

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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%+ ofWeb 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

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https://developers.google.com/search/docs/guides/intro-structured-data

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Google Recommends
• Site Information;
➢Organisation
➢Contact info
➢Social profiles
➢Breadcrumbs
➢Search box
• Content Types;
➢Local Business
➢Articles
➢Books
➢Job Postings
➢Products
➢Recipes
➢Reviews
➢…
https://developers.google.com/search/docs/guides/intro-structured-data

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Speakable
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "WebPage",
"name": "Jane Doe's homepage",
"url": "http://www.janedoe.com",
"speakable":
{
"@type": "SpeakableSpecification",
"cssSelector": ["headline", "summary"]
}
}
</script>

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HowTo
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "HowTo",
"name": "How to change your car’s tyre",
"totalTime": "00:15:00",
"tool":
{
"@type":"HowToTool",
"name": "Tyre Jack"
}
"steps":
[{
"@type": "HowToSection",
"name": "Removing your old tyre",
"itemListElement":
[{
"@type": "HowToStep",
"itemListElement":
{
"@type": "HowToDirection",
"description": "Describe what to do here"
}
...
</script>

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Position Zero

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Position Zero

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Position Zero
Read more: https://builtvisible.com/answer-boxes/

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Position Zero - Questions
https://answerthepublic.com/

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Featured Snippets Guide
https://blog.google/products/search/reintroduction-googles-
featured-snippets/

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GoogleVoice Search Quality Raters
https://storage.googleapis.com/guidelines-
eyesfree/evaluation_of_search_speech_guidelines_v1.0.pdf

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App Indexing
https://firebase.google.com/docs/app-indexing/

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https://www.ampproject.org/

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Accelerated Mobile Pages
• Alternative versions of your web pages;
➢ Built specifically for speed & mobile
• Mobile first;
➢ Mobile only!
• New standard;
➢ Severely restrictive
• All or nothing;
➢ It either validates or it doesn’t

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Why AMP?
Top 1000 mobile apps vs Top 1000 mobile web

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App = Engagement / Web = Discovery

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AMP aims to change that

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Accelerated Mobile Pages

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Restrictive Standard
Integrated Structured Data

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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 Content;
➢Use Structured Data markup for all your content
• Provide Answers;
➢Understand what your audience is searching for
• Deep Indexing;
➢Don’t hide content & functionality behind inaccessible tech
• Websites as Data Sources;
➢Your site’s biggest audience is machines

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ThankYou
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams