Slides de la conférence de Jason Barnard lors du SEO Camp'us 2018

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Answer Engine Optimisation : the one
strategy that will work for every brand

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Jason BARNARD

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1.What is Answer Engine Optimisation?
2.Machine Learning and Voice Search
3.The Move to Answer Engines
4.The One AEO strategy
5.What about existing SEO tactics?
6.The Takeaway

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Answer Engine Optimisation
What the … ?

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Problem / Question
Solution / Answer

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Google and Bing seek to guide their users to
the best available result

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Provide THE Answer

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Aim to become
Answer Engines

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Why Now?

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Machine Learning

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Voice

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1.The Machine Learning
revolution

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ML and the facilitating technologies

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Machine Learning

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Understanding User Intent

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Understanding Available Options

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Choosing the best solution

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2. The rise (and rise)
of voice search

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The evolution Desktop -> Mobile -> Voice

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Voice assistants

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Everyone is on board

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Not Just Music - smart screens

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Voice is everywhere

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Looking less improbable?

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Why does
the rise in Voice
matter so much?

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Voice search
Next big thing

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Voice search
More verbose, more intent…

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Voice search
Ideally gives a single answer

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Top Spot Rules

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In short

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Voice
Machine Learning

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Understand intent
Understand offers
Evaluate quality
To “objectively”
best result

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Answer Engines

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Optimising for Answer Engines

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What is Google looking for?

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What is Google looking for?

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To consider you for top spot,
Google must understand your offer.
To place you above other competing offers
Google looks at credibility.

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What should you be doing?

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What can you?

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In the new world of Answer Engines,
communication and convincing
are your most powerful tools.

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In Short

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Two sides of the same coin

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Google wants to understand.
It is your job to communicate.

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Google seeks credibility.
It is your job to convince.

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The AEO strategy
Communicate and convince

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Communicate

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My Company LLC https://mysite.com

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Convince

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What about existing
SEO tactics :(

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They remain crucial.
Integrate them into your AEO strategy

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Question:
which “traditional” SEO tactic
doesn’t fit this strategy?

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Our favourite
SEO tactics
Subservient to
AEO strategy

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What about the short term?

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The Takeaway

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In the new world of Answer Engines,
understanding and credibility
are what matter most.
By Far.

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It is up to you

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Question MugThank you!
Jason BARNARD

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