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

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SEO strategies have always been the subject of much debate. Now that we are optimising for Answer Engines, one simple strategy fits all. The future clearly belongs to those brands who ensure that Google understands who they are, what they offer… and who can convince Google to present them as the single best solution (so, the answer) for a given user for the problem they express (vocally or on a keyboard). In short, brands need to build understanding and credibility. So, the strategy is to communicate and convince. Simple when you know how!

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

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

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