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A Grander Vision for Google Answer Box- Search London 2018

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Lexi Mills will demonstrate that this factor of search has many benefits beyond that which most attribute to it. She will explain the role of Google Answer boxes in current day PR, SEO, linkbuilding and how this can contribute to the success of content marketing campaigns. Alongside Its potential impact when combined with the rapidly evolving trend of AI-generated media coverage. This will be an actionable talk, providing publishing industry insight and showing real PR SEO and content marketing examples.

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A Grander Vision for Google Answer Box- Search London 2018

  1. 1. LEXI MILLS
  2. 2. lexi@shift6.org A grander vision for Google answer box
  3. 3. lexi@shift6.org AGENDA • Overview of benefits • Role in PR, SEO, linkbuilding • Impact on AI-generated media coverage. • Failures and opportunities in the future?
  4. 4. lexi@shift6.org Why do you care about featured snippets?
  5. 5. SERPS as brand trust mechanism
  6. 6. lexi@shift6.org Why should you care about featured snippets?
  7. 7. lexi@shift6.org Why did it build so many links?
  8. 8. Google Answer box to target media more than consumers
  9. 9. Results: The campaign built over 66 inbound links with an average domain authority of 41. 52 inbound links were unique linking root domains. Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada, USA (CBS) 9 News, and Good Morning America on ABC
  10. 10. • By targeting queries we knew journalists would have we created a scalable campaign format. • And this all started with shooting for Google Answer box But this wasn’t just about quick wins…….
  11. 11. Changes in the publishing industry
  12. 12. @leximills
  13. 13. @leximills “Through automation, we’re providing customers with 12 times the corporate earnings stories as before, including for a lot of very small companies that never received much attention,” said Lisa Gibbs, our global business editor.
  14. 14. Focused on business and finance media
  15. 15. How will this evolve?
  16. 16. There will is a new value to mail merge in light of AI generated coverage
  17. 17. SERPS as brand trust mechanism -especially in fast growth tech
  18. 18. At Kernel, our primary aim is to develop technologies to understand and treat neurological diseases in new and exciting ways. We will then interpret the brain’s complex workings in order to create applications towards cognitive enhancement.
  19. 19. Search should facilitate health not panic
  20. 20. There are about 3 million people worldwide with pacemakers, and each year 600 000 pacemakers are implanted. The global hearing aids market was valued at USD 4.5 billion in 2015 and is projected to grow with a CAGR of 4.3% over the forecast period.
  21. 21. We run the risk of not gaining investment for or adopting life changing technologies
  22. 22. SEO skills will play a crucial roll in the advancement of • technology, • human intelligence • wellness
  23. 23. Why do consumers care about featured snippets?
  24. 24. lexi@shift6.org
  25. 25. lexi@shift6.org
  26. 26. In the US, 1 in 2 women and 1 in 3 men will develop cancer in their lifetime. Now, a similar rate has been reported in the UK, with a new study published in the British Journal of Cancer claiming 1 in 2 men and women will be diagnosed with the disease at some point in their lives. https://www.medicalnewstoday.com/articles/288916.php
  27. 27. but really it might be far healthier if the first result looked more like this….
  28. 28. The future of Google Answer box results should aim to be intelligent not just efficient
  29. 29. Will help you build links and influence in your sleep
  30. 30. Thank you Contact for training and consulting: lexi@shift6.org

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