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From SEO to Answer Engine Optimisation (AEO): Dive into the Search Intent

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Francois Goube has talked at Engage Conference in Portland about Answer Engine Optimisation (AEO). There is a big shift in the SEO industry where SEOs need to improve their actions to prepare websites to answer the user's intent.

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From SEO to Answer Engine Optimisation (AEO): Dive into the Search Intent

  1. 1. When understanding Search Intent is your next milestone to master Answer Engine Optimisation By @FrancoisGoube, Founder @OnCrawl From SEO to AEO
  2. 2. Most Advanced Technical SEO Data Platform
  3. 3. I 🧡 to Read Google Patents
  4. 4. I RUN TESTS WITH DATA @FrancoisGoube
  5. 5. Le SEO is not art
  6. 6. SEO is Science
  7. 7. We’ve been told Google is classifying queries Bill Slawski taught this in 2007! http://www.seobythesea.com/2007/05/user-intent-and-characteristics-of-search-queries/
  8. 8. Two ways to classify User’s Queries Website’s content groups
  9. 9. What the patents say about classifying queries informational transactional navigational Queries are classified as to perform the best SE
  10. 10. Google aims at Search Diversity
  11. 11. Quick example transactional informational
  12. 12. Because it’s very hard to guess the user intent
  13. 13. What is Search Intent? Search intent is the reason behind a searcher's query on search engines. It represents the objective the searcher is trying to accomplish.
  14. 14. Type of query Keywords User’s behaviour Informational “ways to,” “how to,” “what is” “List of”, ”best…” Browse multiple results from SERPs Refine the query Transactional ”Buy”, “Rent”, “Hire”, Verbs … Clicks on Ecommerce websites High bounce rate Navigational ”Amazon”, “Starbucks Portland”,… Very low bounce rate Or no clicks when it’s a geolocated query
  15. 15. Watch beyond this classification
  16. 16. Search Engines tries to give the best answer for a particular #Query Search Engines tries to rank the best pages for a particular #Keyword SEO Search Engine Optimisation AEO Answer Engine Optimisation 2000’s Now
  17. 17. The Search Engine that solves user’s question is the Search Engine that wins
  18. 18. The Content that solves user’s question is the Content that wins the SERPs race
  19. 19. The use of particular keyword can help Search Engines understand your query So they now which type of SERPs to provide you with
  20. 20. Entities Usual SERP displays at least Knowledge graph cards When a query contains an Entity https://cloud.google.com/natural-language/
  21. 21. Questions: “How to”, “ways to”,… SERPs are displaying Instant Answers (position #0)
  22. 22. Transactional: “Rent a flat in Portland” Mix of Rich Snippets and Local Results
  23. 23. Relying on Keywords is not enough
  24. 24. There are trillions of searches on Google every year. In fact, 15 percent of searches we see every day are new. - Sundar Pichai
  25. 25. So you need to rely on Data
  26. 26. Google analyses its SERPs performance almost in Real-Time (Rankbrain) From SERPs Click Through Rates Infers Bounce Rates Length of queries  Query refinement (Y/N) From 3rd parties Session Durations Pageviews … Data pieces to classify queries
  27. 27. Map your website w/ Your CTR
  28. 28. Map your website w/ Your Pageviews / Session
  29. 29. W/ Number of keywords in the Query
  30. 30. You are able to map your website by Search intent
  31. 31. Transactional, Navigational
  32. 32. Two ways to classify User’s Queries Website’s content groups
  33. 33. “Optimized web domains classification based on progressive crawling with clustering” – Patent from Palo Alto Networks There’s a patent here Really Cool Article by Alice Roussel, Oncrawl’s Technical SEO strategist
  34. 34. Your website has content silos
  35. 35. And each silo is matching 1 or 2 search intent Flats & Homes listings Real Estate Brokers Directory Price / Square Feet app
  36. 36. And each silo is matching 1 or 2 search intent Transactional Navigational Informational
  37. 37. Rise your game with Structured Data and other HTML optimisations
  38. 38. 1. Use questions in you <Hn> tags and <title> 2. Use <ul><li> and/or <section> tags 3. Use the right triggering keywords Informational queries
  39. 39. Use the proper Structured data: Navigational queries For places
  40. 40. Use the proper Structured data: Navigational queries For events
  41. 41. There are plenty of Structured data to use Product Brand AggregateReviews Offer … Transactional queries
  42. 42. Structured data makes a big difference in terms of CTR
  43. 43. Heavily optimize your top priority pages
  44. 44. Heavily optimize your top priority pages
  45. 45. Check the common characteristics of each group
  46. 46. Each time you put a new page online Check your SEO metrics to make it rank and belong to the right cluster
  47. 47. Follow up the buyer’s journey: get an SEO answer for each step Smart Webmarketing Strategy Informational Oncrawl’s customer
  48. 48. Follow up the buyer’s journey: get an SEO answer for each step Smart Webmarketing Strategy Informational Transactional Oncrawl’s customer
  49. 49. Thank You! @OnCrawl francois@oncrawl.com
  50. 50. 1 month Free Trial

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