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Answer Engine Optimisation - Seo camp'us 2018

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Slides de la conférence de Jason Barnard lors du SEO Camp'us 2018

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Answer Engine Optimisation - Seo camp'us 2018

  1. 1. 1#seocamp Answer Engine Optimisation : the one strategy that will work for every brand
  2. 2. 2#seocamp Jason BARNARD
  3. 3. 3#seocamp 1.What is Answer Engine Optimisation? 2.Machine Learning and Voice Search 3.The Move to Answer Engines 4.The One AEO strategy 5.What about existing SEO tactics? 6.The Takeaway
  4. 4. 4#seocamp Answer Engine Optimisation What the … ?
  5. 5. 5#seocamp Problem / Question Solution / Answer
  6. 6. 6#seocamp Google and Bing seek to guide their users to the best available result
  7. 7. 7#seocamp Provide THE Answer
  8. 8. 8#seocamp Aim to become Answer Engines
  9. 9. 9#seocamp Why Now?
  10. 10. 10#seocamp Machine Learning
  11. 11. 11#seocamp Voice
  12. 12. 12#seocamp 1.The Machine Learning revolution
  13. 13. 13#seocamp ML and the facilitating technologies
  14. 14. 14#seocamp Machine Learning
  15. 15. 15#seocamp Understanding User Intent
  16. 16. 16#seocamp Understanding Available Options
  17. 17. 17#seocamp Choosing the best solution
  18. 18. 18#seocamp 2. The rise (and rise) of voice search
  19. 19. 19#seocamp The evolution Desktop -> Mobile -> Voice
  20. 20. 20#seocamp Voice assistants
  21. 21. 21#seocamp Everyone is on board
  22. 22. 22#seocamp Not Just Music - smart screens
  23. 23. 23#seocamp Voice is everywhere
  24. 24. 24#seocamp Looking less improbable?
  25. 25. 25#seocamp Why does the rise in Voice matter so much?
  26. 26. 26#seocamp Voice search Next big thing
  27. 27. 27#seocamp Voice search More verbose, more intent…
  28. 28. 28#seocamp Voice search Ideally gives a single answer
  29. 29. 29#seocamp Top Spot Rules
  30. 30. 30#seocamp In short
  31. 31. 31#seocamp Voice Machine Learning
  32. 32. 32#seocamp Understand intent Understand offers Evaluate quality To “objectively” best result
  33. 33. 33#seocamp Answer Engines
  34. 34. 34#seocamp Optimising for Answer Engines
  35. 35. 35#seocamp What is Google looking for?
  36. 36. 36#seocamp What is Google looking for?
  37. 37. 37#seocamp To consider you for top spot, Google must understand your offer. To place you above other competing offers Google looks at credibility.
  38. 38. 38#seocamp What should you be doing?
  39. 39. 39#seocamp What can you?
  40. 40. 40#seocamp In the new world of Answer Engines, communication and convincing are your most powerful tools.
  41. 41. 41#seocamp In Short
  42. 42. 42#seocamp Two sides of the same coin
  43. 43. 43#seocamp Google wants to understand. It is your job to communicate.
  44. 44. 44#seocamp Google seeks credibility. It is your job to convince.
  45. 45. 45#seocamp The AEO strategy Communicate and convince
  46. 46. 46#seocamp Communicate
  47. 47. 47#seocamp
  48. 48. 48#seocamp
  49. 49. 49#seocamp My Company LLC https://mysite.com
  50. 50. 50#seocamp
  51. 51. 51#seocamp Convince
  52. 52. 52#seocamp
  53. 53. 53#seocamp
  54. 54. 54#seocamp
  55. 55. 55#seocamp
  56. 56. 56#seocamp What about existing SEO tactics :(
  57. 57. 57#seocamp They remain crucial. Integrate them into your AEO strategy
  58. 58. 58#seocamp Question: which “traditional” SEO tactic doesn’t fit this strategy?
  59. 59. 59#seocamp
  60. 60. 60#seocamp Our favourite SEO tactics Subservient to AEO strategy
  61. 61. 61#seocamp What about the short term?
  62. 62. 62#seocamp
  63. 63. 63#seocamp The Takeaway
  64. 64. 64#seocamp In the new world of Answer Engines, understanding and credibility are what matter most. By Far.
  65. 65. 65#seocamp It is up to you
  66. 66. 66#seocamp Question MugThank you! Jason BARNARD
  67. 67. 67#seocamp MERCI AUX SPONSORS

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