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Jason Barnard

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2#brightonSEO
1. Answer engine landscape
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3#brightonSEO
1. Answer engine landscape
2. Machine Learning
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4#brightonSEO
1. Answer engine landscape
2. Machine Learning
3. Position0
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5#brightonSEO
1. Answer engine landscape
2. Machine Learning
3. Position0
4. Strategy

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6#brightonSEO
Answer Engine Optimisation
The Landscape

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7#brightonSEO

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8#brightonSEO
Voice assistants

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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.”

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10#brightonSEO
Answer Engine Optimisation
2 sides to the equation

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1) Front end:
understanding the user

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2) Back end:
Providing the Answer

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Understanding the query Providing the answer
Q
A

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Understanding the query
Q
A
Providing the answer

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15#brightonSEO
Answer Engine Optimisation
Macine Learning

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16#brightonSEO
Retrievers vs Machine Learners

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Machine Learning
1. Supervised
2. Unsupervised
3. Semi-supervised

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18#brightonSEO
Answer Engine Optimisation
ML on both sides of
theequation

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19#brightonSEO
Understand the Question
(User Intent)
Query Patterns, USE...

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20#brightonSEO
Provide the Answer
(understanding available options)

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21#brightonSEO
Answer Engine Optimisation
Position0 - The answer

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22#brightonSEO

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Top Spot Rules

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24#brightonSEO
The Answer

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Answer Engine Optimisation
Position0 Real Estate

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The Answer

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The Answer

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Related
Answers

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The Answer

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The Answer
X

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Related
Answers

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Related
Answers

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Related
Answers

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Shopping actions
The Answer

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Answer Engine Optimisation
Future of Position0

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#0 more searches

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#0 more flavours

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#0 more devices

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Answer Engine Optimisation
The Strategy

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Supervised / semi-supervised

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Answer Engine Optimisation
1 - Communicate

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Communicate to Google
who you are and
what you do

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Corroboration
My Company Ltd https://mysite.com

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Context of links and mentions

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LEARNING
to
learn

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49#brightonSEO
Answer Engine Optimisation
2 - Convince

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Convince Google
you are the most
credible solution

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Bounce
Click
Dwell
Search
Scroll
Watch
Pogo
User

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52#brightonSEO

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Links, Mentions, Buzz

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Inherited Credibility
You

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LEARNING
to
judge

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56#brightonSEO
Answer Engine Optimisation
The Takeaway

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57#brightonSEO

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58#brightonSEO

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Jason Barnard