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Search in a Screenless World #NottmDigital

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Slides from my talk at the Nottingham Digital Summit in June 2018 about how voice search and contextual triggers will change how we optimise for search engines.

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Search in a Screenless World #NottmDigital

  1. 1. @badams@badams Search in a screenless world How voice search and contextual triggers change everything Barry Adams Polemic Digital #NottmDigital
  2. 2. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  3. 3. @badams Old Search
  4. 4. @badams Old Results
  5. 5. @badams New Search Voice-based search Contextual Triggers
  6. 6. @badams@badams Voice Search
  7. 7. @badams Smartphones Home Assistants
  8. 8. @badams Voice Search Trends Source: http://www.kpcb.com/internet-trends
  9. 9. @badams Voice Search Trends Source: http://www.kpcb.com/internet-trends
  10. 10. @badams 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/
  11. 11. @badams Voice Search vs …? Source: https://searchengineland.com/survey-smart-speaker- ownership-steals-time-smartphones-tv-radio-289916
  12. 12. @badams Voice Assistant Location Source: https://searchengineland.com/survey-smart-speaker- ownership-steals-time-smartphones-tv-radio-289916
  13. 13. @badams
  14. 14. @badams@badams Contextual Triggers
  15. 15. @badams Source: http://searchengineland.com/future-search-engines-context-217550
  16. 16. @badams Source: http://searchengineland.com/future-search-engines-context-217550
  17. 17. @badams Source: http://searchengineland.com/future-search-engines-context-217550
  18. 18. @badams Source: http://searchengineland.com/future-search-engines-context-217550
  19. 19. @badams
  20. 20. @badams I want a slice of that!
  21. 21. @badams
  22. 22. @badams 50%+ ofWeb Traffic is Bots https://www.incapsula.com/blog/bot-traffic-report-2016.html
  23. 23. @badams Integrate your data & functionality • Structured Data • Knowledge Graph • App Indexing • Accelerated Mobile Pages
  24. 24. @badams Structured Data Markup
  25. 25. @badams https://developers.google.com/search/docs/guides/intro-structured-data
  26. 26. @badams 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
  27. 27. @badams 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>
  28. 28. @badams 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>
  29. 29. @badams
  30. 30. @badams Position Zero
  31. 31. @badams Position Zero
  32. 32. @badams Position Zero Read more: https://builtvisible.com/answer-boxes/
  33. 33. @badams Position Zero - Questions https://answerthepublic.com/
  34. 34. @badams Featured Snippets Guide https://blog.google/products/search/reintroduction-googles- featured-snippets/
  35. 35. @badams GoogleVoice Search Quality Raters https://storage.googleapis.com/guidelines- eyesfree/evaluation_of_search_speech_guidelines_v1.0.pdf
  36. 36. @badams App Indexing https://firebase.google.com/docs/app-indexing/
  37. 37. @badams
  38. 38. @badams https://www.ampproject.org/
  39. 39. @badams 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
  40. 40. @badams Why AMP? Top 1000 mobile apps vs Top 1000 mobile web
  41. 41. @badams App = Engagement / Web = Discovery
  42. 42. @badams AMP aims to change that
  43. 43. @badams Accelerated Mobile Pages
  44. 44. @badams Restrictive Standard Integrated Structured Data
  45. 45. @badams Web server Edge server Edge server Edge server Edge server Edge server Edge server Edge server Google AMP Cache
  46. 46. @badams@badams Summarised…
  47. 47. @badams 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
  48. 48. @badams@badams ThankYou barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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