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How Technology is Changing Search and SEO

Barry AdamsPolemic Digital

19 October

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Barry Adams

Ø Doing SEO since 1998Ø Founder of Polemic DigitalØ Co-Chief at State of Digital

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Variety of Clients

> Travel

> Education

> Technology

> B2C

> Publishing

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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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Contextual Triggers

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Source: http://searchengineland.com/future-search-engines-context-217550

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Source: http://searchengineland.com/future-search-engines-context-217550

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Source: http://searchengineland.com/future-search-engines-context-217550

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Source: 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

@badams#3XEdigital https://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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@badams#3XEdigital https://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 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

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Thank You

barry@polemicdigital.comwww.polemicdigital.com@polemicdigital@badams