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

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@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

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@badams
Old Search

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@badams
Old Results

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@badams
New Search
Voice-based search Contextual Triggers

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@badams@badams
Voice Search

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@badams
Smartphones
Home Assistants

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@badams
Voice Search Trends
Source: http://www.kpcb.com/internet-trends

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@badams
Voice Search Trends
Source: http://www.kpcb.com/internet-trends

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@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/

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

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

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@badams

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@badams@badams
Contextual Triggers

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@badams
Source: http://searchengineland.com/future-search-engines-context-217550

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@badams
Source: http://searchengineland.com/future-search-engines-context-217550

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@badams
Source: http://searchengineland.com/future-search-engines-context-217550

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@badams
Source: http://searchengineland.com/future-search-engines-context-217550

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@badams

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@badams
I want a slice of that!

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@badams

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@badams
50%+ ofWeb Traffic is Bots
https://www.incapsula.com/blog/bot-traffic-report-2016.html

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@badams
Integrate your data & functionality
• Structured Data
• Knowledge Graph
• App Indexing
• Accelerated Mobile Pages

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@badams
Structured Data Markup

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

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@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

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@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>

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@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>

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@badams

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@badams
Position Zero

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@badams
Position Zero

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

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

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

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

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

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@badams

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@badams
https://www.ampproject.org/

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@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

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

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@badams
App = Engagement / Web = Discovery

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@badams
AMP aims to change that

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@badams
Accelerated Mobile Pages

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@badams
Restrictive Standard
Integrated Structured Data

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@badams
Web server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Google AMP Cache

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@badams@badams
Summarised…

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@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

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