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Intelligent Personal Assistants, Search & SEO

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A look at the impact that Intelligent Personal Assistants, such as Google Now, Siri, Cortana, Facebook M and Hound may have on the way people search and how we do SEO.

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Intelligent Personal Assistants, Search & SEO

  1. 1. A POST-PAGERANK WORLD: THE RISE OF PERSONAL ASSISTANTS APPS Tom Anthony SMX Munich 2016
  2. 2. SMX 2019 will have more presentations focusing on non-web SEO than SEO for the Web. PREDICTION
  3. 3. Hallo noch mal, München!
  4. 4. LONDON NEW YORK SEATTLE @TomAnthonySEO
  5. 5. SMX 2015 - GOOGLE’S MISSION
  6. 6. The 5 biggest tech companies have all introduced an IPA.
  7. 7. GOOGLE NOW
  8. 8. MICROSOFT CORTANA
  9. 9. PROACTIVE SIRI
  10. 10. FACEBOOK ‘M’
  11. 11. AMAZON ECHO
  12. 12. HOUND
  13. 13. 3 search concepts that relate to Intelligent Personal Assistants What might the future look like? Some challenges and initial tips. 1 2 3
  14. 14. CONTEXT, PASSIVE SEARCHES & SMARTPHONES 1
  15. 15. ‘DAILY INFORMATION NEEDS’ STUDY
  16. 16. GOOGLE ASKED: “What did you want to know recently?” THEY FOUND: 25,000 needs 21 broad categories
  17. 17. GOOGLE PUBLICATION ON IPAS Source: http://dl.acm.org/citation.cfm?id=2685309
  18. 18. EXAMPLE #1: CONTEXTUAL ASSISTANCE “The personal assistant should be able to detect a change in the user context, and make useful recommendations for that context.”
  19. 19. EXAMPLE #2: FULLY PERSONALIZED “when suggesting restaurants, in addition to the spatio-temporal context, the assistant personalizes the suggestions based on the user’s cuisine preferences and price sensitivity.”
  20. 20. WE TALK ABOUT CONTEXT A LOT
  21. 21. Context Current Situation Time Personalisation Search History Current Location Mode of Travel Likes/Dislikes Schedule Companions Query Ancestor Queries Implicit query aspect Explicit query aspect Keyword Spoken phrase Image Search ‘mode’ (regular / maps / images) Search settings Device Anticipated Situation Past activities Estimated Intent
  22. 22. Context Current Situation Time Personalisation Search History Current Location Mode of Travel Likes/Dislikes Schedule Companions Query Ancestor Queries Implicit query aspect Explicit query aspect Keyword Spoken phrase Image Search ‘mode’ (regular / maps / images) Search settings Device Anticipated Situation Past activities Estimated Intent
  23. 23. “A context is a set of user actions corresponding to a single information need.” GOOGLE’S DEFINITION OF CONTEXT
  24. 24. EXAMPLES OF “EXTENDED CONTEXTS” planning a trip to Paris organising a wedding buying a camera
  25. 25. CONTEXTS: NOT ALWAYS ABOUT NOW Half of search queries belonged to contexts lasting longer than a month.
  26. 26. “top 10 things to do in Berlin” “top 10 things to do in Paris” “top 10 things to do in Zagreb”
  27. 27. “weather in Paris” “easyjet Paris” “louvre” “airports in France” “top 10 things to do in Berlin” “top 10 things to do in Paris” “top 10 things to do in Zagreb”
  28. 28. “weather in Paris” “easyjet Paris” “louvre” “airports in France” “top 10 things to do in Berlin” “cheapest vacation deals Paris” “best coffee near the Champs-Élysées” “moulin rouge” “Eiffel Tower entry price” “top 10 things to do in Paris” “top 10 things to do in Zagreb”
  29. 29. “weather in Paris” “easyjet Paris” “louvre” “airports in France” “top 10 things to do in Berlin” “cheapest vacation deals Paris” “best coffee near the Champs-Élysées” “moulin rouge” “Eiffel Tower entry price” “top 10 things to do in Paris” “top 10 things to do in Zagreb” 2nd February 15th February
  30. 30. “weather in Paris” “easyjet Paris” “louvre” “airports in France” “top 10 things to do in Berlin” “cheapest vacation deals Paris” “best coffee near the Champs-Élysées” “moulin rouge” “Eiffel Tower entry price” “top 10 things to do in Paris” “top 10 things to do in Zagreb” CONTEXT: Planning a trip to Paris 2nd February 15th February
  31. 31. UPDATING YOUR CONTEXT IN REAL-TIME
  32. 32. “best time to visit France” “cheap flights to Paris” “what to see in Paris” GOOGLE CAN LEARN CONTEXTS
  33. 33. “best time to visit France” “cheap flights to Paris” “what to see in Paris” GOOGLE CAN LEARN CONTEXTS Google might anticipate your searches weeks before you do them.
  34. 34. SMARTPHONES & CONTEXT
  35. 35. Screen size and keyboard type are not important.
  36. 36. It can take photos
  37. 37. It can take photos It knows where it is
  38. 38. It can take photos It knows where it is It knows who your friends are
  39. 39. It can take photos It knows where it is It knows who your friends areIt knows if you are walking, running, etc.
  40. 40. It’s personal, signed-in, and taken everywhere
  41. 41. It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
  42. 42. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It interacts with the world (beacons, pay, NFC)
  43. 43. It’s personal, signed-in, and taken everywhere It has natural m ulti- touch It has notificationsIt interacts with the world (beacons, pay, NFC)
  44. 44. It's actually the PC that has the limited, basic, cut-down version of the internet… it only has the web. ‘mobile first’ via Ben Evans
  45. 45. IPA’S VS BROWSER SEARCH Apps can tap into more of these than the browser can.
  46. 46. Context is important for better search results, and for anticipatory searches. Smartphones are better for context, especially when using an IPA. INSIGHT Smartphone IPAs will be the best search device. CONCLUSION
  47. 47. IPAS WANT ANSWERS, NOT WEBSITES 2
  48. 48. SEARCH CATEGORIES TRANSACTIONAL INFORMATIONAL NAVIGATIONAL
  49. 49. GOOGLE SAY: DO-KNOW-GO
  50. 50. 50-80% OF QUERIES ARE INFORMATIONAL Statistic reference: 1, 2, 3
  51. 51. SHIFT AWAY FROM ‘WEB SEARCH’: DIRECT ANSWERS
  52. 52. SHIFT AWAY FROM ‘WEB SEARCH’: GOOGLE NOW
  53. 53. KNOW SIMPLE
  54. 54. OTHER IPAS ALSO GIVE DIRECT ANSWERS Reference: 1, 2, 3
  55. 55. WHAT CATEGORIES CAN IPAS SERVE
  56. 56. INCREASINGLY ANSWERS NEED TO BE DYNAMIC Time Based Location Based
  57. 57. GOOGLE NEED DATA FOR THESE QUERIES Knowledge Graph Data Partnerships Everything Else ?
  58. 58. WEBSITES ARE JUST AN INTERFACE TO YOUR BUSINESS
  59. 59. 3RD PARTY INTEGRATION WITH IPAS (probably)
  60. 60. A broader array of direct answers will require IPA providers to get data from us. Integrating your app into IPAs is a way to connect your data into the IPA interface. IPAs will prefer this model to sending users to a website - you can jump the queue! INSIGHT
  61. 61. 1 NATURAL LANGUAGE WILL INCREASE QUERY COMPLEXITY 3
  62. 62. VOICE SEARCH IS INCREASINGLY POPULAR Source: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html (Oct 2014)
  63. 63. Source: /u/UpboatOarKnotUpboat NATURAL LANGUAGE: GRANULAR SEARCHES
  64. 64. NATURAL LANGUAGE: FACETED SEARCH
  65. 65. brought to you by… https://youtu.be/JfJOFvKDNu4
  66. 66. https://youtu.be/M1ONXea0mXg
  67. 67. https://youtu.be/M1ONXea0mXg
  68. 68. SEARCH QUERIES VS. COMMANDS Requests to IPAs are not just search queries. Commands as well.
  69. 69. A single interface for all your requests.
  70. 70. Natural language search removes the friction for performing complex queries. Encourages compound queries and query revisions. Ties into leveraging your context and tapping directly into data. INSIGHT
  71. 71. THE FUTURE 4
  72. 72. WHAT PEOPLE WANT TO DO
  73. 73. CONVERSION VIA IPAS ?
  74. 74. ‘COMPUTATIONAL’ SEARCHES
  75. 75. FACEBOOK ‘M’
  76. 76. AMBIENT IPAS
  77. 77. CHALLENGES & TIPS 5
  78. 78. How do we check Rankings?
  79. 79. How does Attribution work?
  80. 80. Will there be Analytics?
  81. 81. BUILD AN APP IPAs are the new interface to your service - build an app to leverage this.
  82. 82. RANK FOR 0 http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
  83. 83. OPERATE EARLIER IN THE FUNNEL http://www.slideshare.net/jonoalderson/searching-higher-up-the-funnel-54123155
  84. 84. We are in a Post-PageRank world. Web search will no longer be the dominant model.
  85. 85. DANKESCHÖN!@TomAnthonySEO DISTILLED NEWS Our SEO Split Testing Platform is now live: https://distilled.net/odn/

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