A Universal Strategy for Answer Engine Optimisation (beyond position 0)

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6 likes•15,926 views

SEO strategies have always been the subject of much debate. Now that we are optimising for Answer Engines, one simple strategy fits all. The future clearly belongs to those brands who ensure that Google understands who they are, what they offer… and who can convince Google to present them as the single best solution (so, the answer) for a given user for the problem they express (vocally or on a keyboard). In short, brands need to build understanding and credibility. So, the strategy is to communicate and convince. Simple when you know how!

Marketing

2#brightonSEO
1. Answer engine landscape
2.
3.
4.

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1. Answer engine landscape
2. Machine Learning
3.
4.

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1. Answer engine landscape
2. Machine Learning
3. Position0
4.

5#brightonSEO
1. Answer engine landscape
2. Machine Learning
3. Position0
4. Strategy

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Answer Engine Optimisation
The Landscape

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Amit Singhal:
“The destiny of [Google’s search engine] is to
become that Star Trek computer, and that’s
what we are building.”

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Answer Engine Optimisation
2 sides to the equation

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1) Front end:
understanding the user

12#brightonSEO
2) Back end:
Providing the Answer

13#brightonSEO
Understanding the query Providing the answer
Q
A

14#brightonSEO
Understanding the query
Q
A
Providing the answer

15#brightonSEO
Answer Engine Optimisation
Macine Learning

16#brightonSEO
Retrievers vs Machine Learners

17#brightonSEO
Machine Learning
1. Supervised
2. Unsupervised
3. Semi-supervised

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Answer Engine Optimisation
ML on both sides of
theequation

19#brightonSEO
Understand the Question
(User Intent)
Query Patterns, USE...

20#brightonSEO
Provide the Answer
(understanding available options)

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Answer Engine Optimisation
Position0 - The answer

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Answer Engine Optimisation
Position0 Real Estate

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Shopping actions
The Answer

35#brightonSEO
Answer Engine Optimisation
Future of Position0

40#brightonSEO
Answer Engine Optimisation
The Strategy

41#brightonSEO
Supervised / semi-supervised

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Answer Engine Optimisation
1 - Communicate

43#brightonSEO
Communicate to Google
who you are and
what you do

46#brightonSEO
Corroboration
My Company Ltd https://mysite.com

47#brightonSEO
Context of links and mentions

49#brightonSEO
Answer Engine Optimisation
2 - Convince

50#brightonSEO
Convince Google
you are the most
credible solution

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Bounce
Click
Dwell
Search
Scroll
Watch
Pogo
User

54#brightonSEO
Inherited Credibility
You

56#brightonSEO
Answer Engine Optimisation
The Takeaway

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