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How Technology is

Changing Search and SEO

Barry Adams

Polemic Digital

19 October

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Barry Adams

Doing SEO since 1998

Founder of Polemic Digital

Co-Chief at State of Digital

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Old Search

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Old Results

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New Search

Voice-based search Contextual Triggers

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Voice Search

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Smartphones

Home Assistants

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Voice Search Trends

Source: http://www.kpcb.com/internet-trends

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Voice Search Trends

Source: http://www.kpcb.com/internet-trends

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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/

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#3XEdigitalhttps://www.youtube.com/watch?v=MI07aeZqeco

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Contextual Triggers

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#3XEdigitalSource: http://searchengineland.com/future-search-engines-context-217550

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#3XEdigitalSource: http://searchengineland.com/future-search-engines-context-217550

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#3XEdigitalSource: http://searchengineland.com/future-search-engines-context-217550

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#3XEdigitalSource: http://searchengineland.com/future-search-engines-context-217550

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I want a slice of that!

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50%+ of Web Traffic is Bots

https://www.incapsula.com/blog/bot-traffic-report-2016.html

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Integrate your data & functionality

• Structured Data

• Knowledge Graph

• App Indexing

• Accelerated Mobile Pages

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Structured Data Markup

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#3XEdigitalhttps://developers.google.com/search/docs/guides/intro-structured-data

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Knowledge Graph

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Knowledge Graph

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Knowledge Graph

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Knowledge Graph

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Knowledge Graph

Read more: https://builtvisible.com/answer-boxes/

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App Indexing

https://firebase.google.com/docs/app-indexing/

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#3XEdigitalhttps://www.ampproject.org/

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Accelerated Mobile Pages

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Restrictive Standard

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Web server

Edge server

Edge server

Edge server

Edge server

Edge server

Edge server

Edge server

Google AMP Cache

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Summarised…

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Be Searchable in the Future:Integrate, integrate, integrate!

• Machine-Readable Content

Use Structured Data markup for all your content

• Provide Answers

Understand what your audience is searching for

• Deep Indexing

Don’t hide content & functionality behind inaccessible tech

• Websites as Data Sources

Your site’s biggest audience is machines

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Thank You

barry@polemicdigital.com

www.polemicdigital.com

@polemicdigital

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