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#SEOisAEO - Answer Engines are here to stay
Answer Engines are here to stay
Questions -> Experts -> Answers
Andy Drinkwater Barry Schwartz Craig CampbellJason Barnard
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#SEOisAEO - Answer Engines are here to stay
oogle’s view:
Understanding
the Question
24. 24
#SEOisAEO - Answer Engines are here to stay
AEO - Q1
Understanding the question => user intent
(whether typed or voice search)
What are the keys to
understanding user intent?
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#SEOisAEO - Answer Engines are here to stay
oogle’s view:
Understanding
the available answers
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#SEOisAEO - Answer Engines are here to stay
AEO - Q2
Understanding the available answers
in a chaotic web is a phenomenal challenge.
How are answer engines
going about the task ?
27. 27
#SEOisAEO - Answer Engines are here to stay
oogle’s view:
Choosing the best answer(s)
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#SEOisAEO - Answer Engines are here to stay
AEO - Q3
Choosing the answer = algorithms to rank the “best”.
Is Is it realistic to think Google
can truly identify the “best”?
29. 29
#SEOisAEO - Answer Engines are here to stay
Marketer’s approach:
Understanding
the question
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#SEOisAEO - Answer Engines are here to stay
AEO - Q4
Google seems to be dealing with
understanding the question just fine.
Why should marketers worry
about user intent?
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#SEOisAEO - Answer Engines are here to stay
Marketer’s approach:
Communicating
the answers
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#SEOisAEO - Answer Engines are here to stay
AEO - Q5
I know my offers from top to bottom, and A to Z.
How can I help Google
understand MY answers?
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#SEOisAEO - Answer Engines are here to stay
Marketer’s approach:
Being the “best” and adapting
to device specifics
34. 34
#SEOisAEO - Answer Engines are here to stay
AEO - Q6
If Google succeeds in giving give just one “best” answer...
What opportunities
today / for the future?
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#SEOisAEO - Answer Engines are here to stay
AEO - Q7
4 major players in the “understanding the question” sphere...
Is Google losing its place
anytime soon?
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#SEOisAEO - Answer Engines are here to stay
AEO - Q8
Confusing list of players vying for a place
understanding, ranking and (importantly) presenting
the “best” available answer.
Where are the opportunities
short and long term?
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#SEOisAEO - Answer Engines are here to stay
Marketer’s approach
to Answer Engines
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#SEOisAEO - Answer Engines are here to stay
The User’s Question
1 - can you answer the question
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#SEOisAEO - Answer Engines are here to stay
1 - can you answer the question
2- is your answer in a suitable format
The User’s Question
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#SEOisAEO - Answer Engines are here to stay
1 - can you answer the question
2- is your answer in a suitable format
3 - can you feed your answer to the service
(Google / Alexa / Bing...)
The User’s Question
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#SEOisAEO - Answer Engines are here to stay
1 - ensure the service understands you
The “best” Answer
49. 49
#SEOisAEO - Answer Engines are here to stay
1 - ensure the service understands you
2- ensure the service sees you as most credible
The “best” Answer
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#SEOisAEO - Answer Engines are here to stay
1 - ensure the service understands you
2- ensure the service sees you as most credible
3 - provide the content in the format they need
The “best” Answer
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#SEOisAEO - Answer Engines are here to stay
AEO - Q9
That adds up to a seismic shift in SEO
Should we panic?
#SEOisAEO
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#SEOisAEO - Answer Engines are here to stay
Answer Engines are here to stay
Questions :-)
Andy Drinkwater Barry Schwartz Craig CampbellJason Barnard
53. 53
#SEOisAEO
Episode 2 - Next Tuesday same time
Voice Search is Changing the Game
Dawn Anderson Juliana Turnbull Eric EngeJason Barnard