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From Search Engine to Answer Engine - How To Win in The New Google

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Slides from my talk at Digital DNA 2019 where I spoke about how Google is changing in to an answer engine, and the technologies that websites should look at to tap in to this new search landscape.

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From Search Engine to Answer Engine - How To Win in The New Google

  1. 1. @badams #DDNA2019 @badams #DDNA2019 From Search Engine to Answer Engine How To Win in the New Google Barry Adams Polemic Digital
  2. 2. @badams #DDNA2019 Old Search
  3. 3. @badams #DDNA2019 Old Results
  4. 4. @badams #DDNA2019 New Results
  5. 5. @badams #DDNA2019
  6. 6. @badams #DDNA2019
  7. 7. @badams #DDNA2019
  8. 8. @badams #DDNA2019 Smartphones Smart Speakers
  9. 9. @badams #DDNA2019
  10. 10. @badams #DDNA2019
  11. 11. @badams #DDNA2019
  12. 12. @badams #DDNA2019 Google Discover - Traffic
  13. 13. @badams #DDNA2019
  14. 14. @badams #DDNA2019 I want a slice of that!
  15. 15. @badams #DDNA2019 Structured Data Markup
  16. 16. @badams #DDNA2019 Product markup https://developers.google.com/search/docs/data-types/product
  17. 17. @badams #DDNA2019 Product Snippets
  18. 18. @badams #DDNA2019 Organization markup https://developers.google.com/search/docs/data-types/social-profile
  19. 19. @badams #DDNA2019
  20. 20. @badams #DDNA2019 Speakable https://developers.google.com/search/docs/data-types/speakable
  21. 21. @badams #DDNA2019 HowTo https://developers.google.com/search/docs/data-types/how-to
  22. 22. @badams #DDNA2019 QAPage https://developers.google.com/search/docs/data-types/qapage
  23. 23. @badams #DDNA2019 AnswerThePublic.com https://answerthepublic.com/
  24. 24. @badams #DDNA2019 AnswerThePublic.com https://answerthepublic.com/
  25. 25. @badams #DDNA2019 https://amp.dev/
  26. 26. @badams #DDNA2019 Normal version AMP version
  27. 27. @badams #DDNA2019
  28. 28. @badams #DDNA2019 Why AMP? Top 1000 mobile apps vs Top 1000 mobile web
  29. 29. @badams #DDNA2019 App = Engagement / Web = Discovery
  30. 30. @badams #DDNA2019 AMP aims to change that
  31. 31. @badams #DDNA2019
  32. 32. @badams #DDNA2019 Key elements of AMP • Uses standard HTML5; ➢ Will render in most browsers • Limited external dependencies; ➢ Inline CSS, pre-approved async JavaScript • Integrated Structured Data
  33. 33. @badams #DDNA2019 = * *Mostly
  34. 34. @badams #DDNA2019 @badams #DDNA2019 Summarised…
  35. 35. @badams #DDNA2019 Be Searchable in the Future: • Machine-Readable Content; ➢ Use Structured Data markup for all your content • Provide Answers; ➢ Understand what your audience is searching for • Accelerated Mobile Pages; ➢ Allows Google to use your content in different contexts • Websites as Data Sources; ➢ Your site’s biggest audience is machines
  36. 36. @badams #DDNA2019 Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  37. 37. @badams #DDNA2019 @badams #DDNA2019 ThankYou barry@polemicdigital.com www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital @badams

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