Embed Size (px)
Citation preview
@badams#3XEdigital@badams#3XEdigital
How Technology is Changing Search and SEO
Barry AdamsPolemic Digital
19 October
@badams#3XEdigital
Barry Adams
Ø Doing SEO since 1998Ø Founder of Polemic DigitalØ Co-Chief at State of Digital
@badams#3XEdigital
Variety of Clients
> Travel
> Education
> Technology
> B2C
> Publishing
@badams#3XEdigital
Old Search
@badams#3XEdigital
Old Results
@badams#3XEdigital
New Search
Voice-based search Contextual Triggers
@badams#3XEdigital@badams#3XEdigital
Voice Search
@badams#3XEdigital
Smartphones
Home Assistants
@badams#3XEdigital
Voice Search Trends
Source: http://www.kpcb.com/internet-trends
@badams#3XEdigital
Voice Search Trends
Source: http://www.kpcb.com/internet-trends
@badams#3XEdigital
Voice Search Trends
• “50% of all searches will be voice searches by 2020” – comscore
• “There will be 21.4 million smart speakers in the US by 2020” – Activate
• “60% of people using voice search have started in the last year” - MindMeld
Source: https://www.branded3.com/blog/ok-google-give-stats-voice-search/
@badams#3XEdigital https://www.youtube.com/watch?v=MI07aeZqeco
@badams#3XEdigital@badams#3XEdigital
Contextual Triggers
@badams#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams#3XEdigital
Source: http://searchengineland.com/future-search-engines-context-217550
@badams#3XEdigital
@badams#3XEdigital
I want a slice of that!
@badams#3XEdigital
@badams#3XEdigital
50%+ of Web Traffic is Bots
https://www.incapsula.com/blog/bot-traffic-report-2016.html
@badams#3XEdigital
Integrate your data & functionality
• Structured Data
• Knowledge Graph
• App Indexing
• Accelerated Mobile Pages
@badams#3XEdigital
Structured Data Markup
@badams#3XEdigital https://developers.google.com/search/docs/guides/intro-structured-data
@badams#3XEdigital
Knowledge Graph
@badams#3XEdigital
Knowledge Graph
@badams#3XEdigital
Knowledge Graph
@badams#3XEdigital
Knowledge Graph
@badams#3XEdigital
Knowledge Graph
Read more: https://builtvisible.com/answer-boxes/
@badams#3XEdigital
App Indexing
https://firebase.google.com/docs/app-indexing/
@badams#3XEdigital
@badams#3XEdigital https://www.ampproject.org/
@badams#3XEdigital
Accelerated Mobile Pages
@badams#3XEdigital
Restrictive Standard
@badams#3XEdigital
Web server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
Google AMP Cache
@badams#3XEdigital@badams#3XEdigital
Summarised…
@badams#3XEdigital
Be Searchable in the Future:Integrate, integrate, integrate!
• Machine-Readable ContentØUse Structured Data markup for all your content
• Provide AnswersØUnderstand what your audience is searching for
• Deep IndexingØDon’t hide content & functionality behind inaccessible tech
• Websites as Data SourcesØYour site’s biggest audience is machines
