How to use a Knowledge Graph for your AEO strategy. SEO is evolving into AEO. In this era of more advanced content consumption understanding how to leverage on structured data and knowledge graphs it has become critical to get into Google's advanced features (featured snippets, knowledge panels, top stories, people also ask box and more).

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How To Use A Knowledge Graph
For Your AEO Strategy

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SEO has changed

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We use Knowledge Graphs at the
base of the AEO strategy

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The way Google sends traffic has
changed!

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Welcome to the no-click searches era!

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Where am I supposed to click?

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On mobile no-click searches are the rule

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From SEO to AEO
This is also a
business
transition. From
open to close or
locked-in

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Google advanced features are stealing traffic
from organic rankings!
On some
competitive
queries (like
“SEO”), organic
traffic has already
been hit by Google
advanced features

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Being first doesn’t matter, being relevant does
59.2% of featured
snippets get
triggered by
position 2-5

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Your brand can get in those advanced features
Knowledge panels
and featured
snippets become
an important
touch point for
your brand

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Why is this happening?
Big G is getting
ready to fight
the voice
search war!

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And so far it isn’t looking good for Google
Amazon Alexa
is the
dominant
player so far in
the US

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How did Google become a Semantic
Engine?

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...
What’s really a Knowledge Graph?

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What else can a Knowledge Graph do for
your business?

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Contextualize a massive amount of data
Airbnb business
objective is to offer
an end-to-end
experience. It used
the Knowledge Graph
to scale its ability to
answer travel related
queries

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With a business
objective to give
more visibility
through search to
travel destinations
Mapping the user journey with
structured data

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Schema Markup Usage

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There are several tools for Schema
markup

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Leverage on open linked data

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How do you submit your site to the
Semantic Search Engines?

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We’re testing with a
few clients Live
Indexing for both
Google (currently
limited to Job Posting
and Live Stream
structured data) and
Bing.
Improvement in Bing one week after we enabled
Live Indexing on Bing on a news website.
Structured data might become the
primary avenue for indexation

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How a Semantic Web looks like

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Case studies: Ranking, snippet, and voice
From the SERP to
the voice assistant

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Some case studies!

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Some case studies!

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Getting in the backend
Structured Data +
Open Linked Data

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Getting in the backend
Structured Data +
Open Linked Data

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What’s next?

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Questions?

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Question Mug
What percentage of
mobile searches are
no-click?

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Thank You!

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● Adoption of Voice User Base - Voicebot.ai
● Google European Monopoly - SparkToro
● Featured Snippets Study - Ahrefs
● The rise of no-click searches - SparkToro
● How the Google Knowledge Graph updates
itself - SEO by the sea
● What is a Knowledge Graph? - WordLift
Additional suggested reading