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@badams
#3XEdigital
@badams
#3XEdigital
How Technology is
Changing Search and SEO
Barry Adams
Polemic Digital
19 October
@badams
#3XEdigital
Barry Adams
 Doing SEO since 1998
 Founder of Polemic Digital
 Co-Chief at State of Digital
@badams
#3XEdigital
Old Search
@badams
#3XEdigital
Old Results
@badams
#3XEdigital
New Search
Voice-based search Contextual Triggers
@badams
#3XEdigital
@badams
#3XEdigital
Voice Search
@badams
#3XEdigital
Smartphones
Home Assistants
@badams
#3XEdigital
Voice Search Trends
Source: http://www.kpcb.com/internet-trends
@badams
#3XEdigital
Voice Search Trends
Source: http://www.kpcb.com/internet-trends
@badams
#3XEdigital
Voice Search Trends
• “50% of all searches will be voice searches by 2020”
– comscore
• “There will be...
@badams
#3XEdigital
https://www.youtube.com/watch?v=MI07aeZqeco
@badams
#3XEdigital
@badams
#3XEdigital
Contextual Triggers
@badams
#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams
#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams
#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams
#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams
#3XEdigital
@badams
#3XEdigital
I want a slice of that!
@badams
#3XEdigital
@badams
#3XEdigital
50%+ of Web Traffic is Bots
https://www.incapsula.com/blog/bot-traffic-report-2016.html
@badams
#3XEdigital
Integrate your data & functionality
• Structured Data
• Knowledge Graph
• App Indexing
• Accelerated M...
@badams
#3XEdigital
Structured Data Markup
@badams
#3XEdigital
https://developers.google.com/search/docs/guides/intro-structured-data
@badams
#3XEdigital
Knowledge Graph
@badams
#3XEdigital
Knowledge Graph
@badams
#3XEdigital
Knowledge Graph
@badams
#3XEdigital
Knowledge Graph
@badams
#3XEdigital
Knowledge Graph
Read more: https://builtvisible.com/answer-boxes/
@badams
#3XEdigital
App Indexing
https://firebase.google.com/docs/app-indexing/
@badams
#3XEdigital
@badams
#3XEdigital
https://www.ampproject.org/
@badams
#3XEdigital
Accelerated Mobile Pages
@badams
#3XEdigital
Restrictive Standard
@badams
#3XEdigital
Web server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Google ...
@badams
#3XEdigital
@badams
#3XEdigital
Summarised…
@badams
#3XEdigital
Be Searchable in the Future:
Integrate, integrate, integrate!
• Machine-Readable Content
Use Structur...
@badams
#3XEdigital
@badams
#3XEdigital
Thank You
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams
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The Future of SEO - How Technology is Changing Search

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Slides from my talk at 3XE Digital on 19 October 2017, where I spoke about the future of SEO and how technology will change the way we create and optimise content for search.

Published in: Internet
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The Future of SEO - How Technology is Changing Search

  1. 1. @badams #3XEdigital @badams #3XEdigital How Technology is Changing Search and SEO Barry Adams Polemic Digital 19 October
  2. 2. @badams #3XEdigital Barry Adams  Doing SEO since 1998  Founder of Polemic Digital  Co-Chief at State of Digital
  3. 3. @badams #3XEdigital Old Search
  4. 4. @badams #3XEdigital Old Results
  5. 5. @badams #3XEdigital New Search Voice-based search Contextual Triggers
  6. 6. @badams #3XEdigital @badams #3XEdigital Voice Search
  7. 7. @badams #3XEdigital Smartphones Home Assistants
  8. 8. @badams #3XEdigital Voice Search Trends Source: http://www.kpcb.com/internet-trends
  9. 9. @badams #3XEdigital Voice Search Trends Source: http://www.kpcb.com/internet-trends
  10. 10. @badams #3XEdigital 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 #3XEdigital https://www.youtube.com/watch?v=MI07aeZqeco
  12. 12. @badams #3XEdigital @badams #3XEdigital Contextual Triggers
  13. 13. @badams #3XEdigital Source: http://searchengineland.com/future-search-engines-context-217550
  14. 14. @badams #3XEdigital Source: http://searchengineland.com/future-search-engines-context-217550
  15. 15. @badams #3XEdigital Source: http://searchengineland.com/future-search-engines-context-217550
  16. 16. @badams #3XEdigital Source: http://searchengineland.com/future-search-engines-context-217550
  17. 17. @badams #3XEdigital
  18. 18. @badams #3XEdigital I want a slice of that!
  19. 19. @badams #3XEdigital
  20. 20. @badams #3XEdigital 50%+ of Web Traffic is Bots https://www.incapsula.com/blog/bot-traffic-report-2016.html
  21. 21. @badams #3XEdigital Integrate your data & functionality • Structured Data • Knowledge Graph • App Indexing • Accelerated Mobile Pages
  22. 22. @badams #3XEdigital Structured Data Markup
  23. 23. @badams #3XEdigital https://developers.google.com/search/docs/guides/intro-structured-data
  24. 24. @badams #3XEdigital Knowledge Graph
  25. 25. @badams #3XEdigital Knowledge Graph
  26. 26. @badams #3XEdigital Knowledge Graph
  27. 27. @badams #3XEdigital Knowledge Graph
  28. 28. @badams #3XEdigital Knowledge Graph Read more: https://builtvisible.com/answer-boxes/
  29. 29. @badams #3XEdigital App Indexing https://firebase.google.com/docs/app-indexing/
  30. 30. @badams #3XEdigital
  31. 31. @badams #3XEdigital https://www.ampproject.org/
  32. 32. @badams #3XEdigital Accelerated Mobile Pages
  33. 33. @badams #3XEdigital Restrictive Standard
  34. 34. @badams #3XEdigital Web server Edge server Edge server Edge server Edge server Edge server Edge server Edge server Google AMP Cache
  35. 35. @badams #3XEdigital @badams #3XEdigital Summarised…
  36. 36. @badams #3XEdigital 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
  37. 37. @badams #3XEdigital @badams #3XEdigital Thank You barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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