A Universal Strategy for Answer Engine Optimisation (beyond position 0)

Jason Barnard
Jason BarnardEntrepreneur, writer and CEO of Kalicube at Kalicube
Jason Barnard
2#brightonSEO
1. Answer engine landscape
2.
3.
4.
3#brightonSEO
1. Answer engine landscape
2. Machine Learning
3.
4.
4#brightonSEO
1. Answer engine landscape
2. Machine Learning
3. Position0
4.
5#brightonSEO
1. Answer engine landscape
2. Machine Learning
3. Position0
4. Strategy
6#brightonSEO
Answer Engine Optimisation
The Landscape
7#brightonSEO
8#brightonSEO
Voice assistants
9#brightonSEO
Amit Singhal:
“The destiny of [Google’s search engine] is to
become that Star Trek computer, and that’s
what we are building.”
10#brightonSEO
Answer Engine Optimisation
2 sides to the equation
11#brightonSEO
1) Front end:
understanding the user
12#brightonSEO
2) Back end:
Providing the Answer
13#brightonSEO
Understanding the query Providing the answer
Q
A
14#brightonSEO
Understanding the query
Q
A
Providing the answer
15#brightonSEO
Answer Engine Optimisation
Macine Learning
16#brightonSEO
Retrievers vs Machine Learners
17#brightonSEO
Machine Learning
1. Supervised
2. Unsupervised
3. Semi-supervised
18#brightonSEO
Answer Engine Optimisation
ML on both sides of
theequation
19#brightonSEO
Understand the Question
(User Intent)
Query Patterns, USE...
20#brightonSEO
Provide the Answer
(understanding available options)
21#brightonSEO
Answer Engine Optimisation
Position0 - The answer
22#brightonSEO
23#brightonSEO
Top Spot Rules
24#brightonSEO
The Answer
25#brightonSEO
Answer Engine Optimisation
Position0 Real Estate
26#brightonSEO
The Answer
27#brightonSEO
The Answer
28#brightonSEO
Related
Answers
29#brightonSEO
The Answer
30#brightonSEO
The Answer
X
31#brightonSEO
Related
Answers
32#brightonSEO
Related
Answers
33#brightonSEO
Related
Answers
34#brightonSEO
Shopping actions
The Answer
35#brightonSEO
Answer Engine Optimisation
Future of Position0
36#brightonSEO
#0 more searches
37#brightonSEO
#0 more flavours
38#brightonSEO
#0 more devices
39#brightonSEO
40#brightonSEO
Answer Engine Optimisation
The Strategy
41#brightonSEO
Supervised / semi-supervised
42#brightonSEO
Answer Engine Optimisation
1 - Communicate
43#brightonSEO
Communicate to Google
who you are and
what you do
44#brightonSEO
45#brightonSEO
46#brightonSEO
Corroboration
My Company Ltd https://mysite.com
47#brightonSEO
Context of links and mentions
48#brightonSEO
LEARNING
to
learn
49#brightonSEO
Answer Engine Optimisation
2 - Convince
50#brightonSEO
Convince Google
you are the most
credible solution
51#brightonSEO
Bounce
Click
Dwell
Search
Scroll
Watch
Pogo
User
52#brightonSEO
53#brightonSEO
Links, Mentions, Buzz
54#brightonSEO
Inherited Credibility
You
55#brightonSEO
LEARNING
to
judge
56#brightonSEO
Answer Engine Optimisation
The Takeaway
57#brightonSEO
58#brightonSEO
Jason Barnard
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A Universal Strategy for Answer Engine Optimisation (beyond position 0)