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AEO series: answer engines are here to stay

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This presentation is an integral part of SEMrush webinar:
https://www.semrush.com/webinars/

Published in: Marketing
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AEO series: answer engines are here to stay

  1. 1. 1 #SEOisAEO - Answer Engines are here to stay Answer Engines are here to stay Questions -> Experts -> Answers Andy Drinkwater Barry Schwartz Craig CampbellJason Barnard
  2. 2. 2 #SEOisAEO - Answer Engines are here to stay Search Engines Answer Engines
  3. 3. 3 #SEOisAEO - Answer Engines are here to stay Search Answer Mix
  4. 4. 4 #SEOisAEO - Answer Engines are here to stay AEO SEO
  5. 5. 5 #SEOisAEO - Answer Engines are here to stay Three step process
  6. 6. 6 #SEOisAEO - Answer Engines are here to stay Q 1 - Understanding the question
  7. 7. 7 #SEOisAEO - Answer Engines are here to stay 2 - Understanding available answers
  8. 8. 8 #SEOisAEO - Answer Engines are here to stay 3 - Ranking the best answer(s)
  9. 9. 9 #SEOisAEO - Answer Engines are here to stay A Q
  10. 10. 10 #SEOisAEO - Answer Engines are here to stay Old-school SEO
  11. 11. 11 #SEOisAEO - Answer Engines are here to stay Understanding the question
  12. 12. 12 #SEOisAEO - Answer Engines are here to stay What keywords does the user type ?
  13. 13. 13 #SEOisAEO - Answer Engines are here to stay Understanding the available answers
  14. 14. 14 #SEOisAEO - Answer Engines are here to stay What keywords does the page contain ?
  15. 15. 15 #SEOisAEO - Answer Engines are here to stay Ranking a selection of possible answers
  16. 16. 16 #SEOisAEO - Answer Engines are here to stay Manually coded algorithms - keywords + links
  17. 17. 17 #SEOisAEO - Answer Engines are here to stay Result:
  18. 18. 18 #SEOisAEO - Answer Engines are here to stay A choice
  19. 19. 19 #SEOisAEO - Answer Engines are here to stay New-School AEO
  20. 20. 20 #SEOisAEO - Answer Engines are here to stay Answers (and related questions)
  21. 21. 21 #SEOisAEO - Answer Engines are here to stay Often providing a single answer (and increasingly creating conversational search)
  22. 22. 22 #SEOisAEO - Answer Engines are here to stay A Q Making all the difference
  23. 23. 23 #SEOisAEO - Answer Engines are here to stay oogle’s view: Understanding the Question
  24. 24. 24 #SEOisAEO - Answer Engines are here to stay AEO - Q1 Understanding the question => user intent (whether typed or voice search) What are the keys to understanding user intent?
  25. 25. 25 #SEOisAEO - Answer Engines are here to stay oogle’s view: Understanding the available answers
  26. 26. 26 #SEOisAEO - Answer Engines are here to stay AEO - Q2 Understanding the available answers in a chaotic web is a phenomenal challenge. How are answer engines going about the task ?
  27. 27. 27 #SEOisAEO - Answer Engines are here to stay oogle’s view: Choosing the best answer(s)
  28. 28. 28 #SEOisAEO - Answer Engines are here to stay AEO - Q3 Choosing the answer = algorithms to rank the “best”. Is Is it realistic to think Google can truly identify the “best”?
  29. 29. 29 #SEOisAEO - Answer Engines are here to stay Marketer’s approach: Understanding the question
  30. 30. 30 #SEOisAEO - Answer Engines are here to stay AEO - Q4 Google seems to be dealing with understanding the question just fine. Why should marketers worry about user intent?
  31. 31. 31 #SEOisAEO - Answer Engines are here to stay Marketer’s approach: Communicating the answers
  32. 32. 32 #SEOisAEO - Answer Engines are here to stay AEO - Q5 I know my offers from top to bottom, and A to Z. How can I help Google understand MY answers?
  33. 33. 33 #SEOisAEO - Answer Engines are here to stay Marketer’s approach: Being the “best” and adapting to device specifics
  34. 34. 34 #SEOisAEO - Answer Engines are here to stay AEO - Q6 If Google succeeds in giving give just one “best” answer... What opportunities today / for the future?
  35. 35. 35 #SEOisAEO - Answer Engines are here to stay The Players
  36. 36. 36 #SEOisAEO - Answer Engines are here to stay Understanding the query
  37. 37. 37 #SEOisAEO - Answer Engines are here to stay AEO - Q7 4 major players in the “understanding the question” sphere... Is Google losing its place anytime soon?
  38. 38. 38 #SEOisAEO - Answer Engines are here to stay Providing the answer
  39. 39. 39 #SEOisAEO - Answer Engines are here to stay AEO - Q8 Confusing list of players vying for a place understanding, ranking and (importantly) presenting the “best” available answer. Where are the opportunities short and long term?
  40. 40. 40 #SEOisAEO - Answer Engines are here to stay Quick conclusion
  41. 41. 41 #SEOisAEO - Answer Engines are here to stay Search Engines = Vertical Answer Engines = Horizontal
  42. 42. 42 #SEOisAEO - Answer Engines are here to stay
  43. 43. 43 #SEOisAEO - Answer Engines are here to stay
  44. 44. 44 #SEOisAEO - Answer Engines are here to stay Marketer’s approach to Answer Engines
  45. 45. 45 #SEOisAEO - Answer Engines are here to stay The User’s Question 1 - can you answer the question
  46. 46. 46 #SEOisAEO - Answer Engines are here to stay 1 - can you answer the question 2- is your answer in a suitable format The User’s Question
  47. 47. 47 #SEOisAEO - Answer Engines are here to stay 1 - can you answer the question 2- is your answer in a suitable format 3 - can you feed your answer to the service (Google / Alexa / Bing...) The User’s Question
  48. 48. 48 #SEOisAEO - Answer Engines are here to stay 1 - ensure the service understands you The “best” Answer
  49. 49. 49 #SEOisAEO - Answer Engines are here to stay 1 - ensure the service understands you 2- ensure the service sees you as most credible The “best” Answer
  50. 50. 50 #SEOisAEO - Answer Engines are here to stay 1 - ensure the service understands you 2- ensure the service sees you as most credible 3 - provide the content in the format they need The “best” Answer
  51. 51. 51 #SEOisAEO - Answer Engines are here to stay AEO - Q9 That adds up to a seismic shift in SEO Should we panic? #SEOisAEO
  52. 52. 52 #SEOisAEO - Answer Engines are here to stay Answer Engines are here to stay Questions :-) Andy Drinkwater Barry Schwartz Craig CampbellJason Barnard
  53. 53. 53 #SEOisAEO Episode 2 - Next Tuesday same time Voice Search is Changing the Game Dawn Anderson Juliana Turnbull Eric EngeJason Barnard

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