What are they? What is their impact on SEO? - Traditional SEO - Hummingbird - The Knowledge Graph - What are the implications for SEO? - What practical strategy to adopt - The Takeaway

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Jason BARNARD

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1. Traditional SEO
2. Hummingbird
3. The Knowledge Graph
4. What are the implications for SEO?
5. What practical strategy to adopt
6. The Takeaway

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“Traditional” SEO
Keywords

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What keywords does the page contain

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But that is in the past

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Semantic Search

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Hummingbird

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An algorithmic update 2013
From strings to things

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Pre - 2013
Reliance on words (strings)

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2013 ----->
Understanding of the world (things).

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Best restaurant
for Chinese food
in Oxford

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Best place for Chinese

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Knowledge Graph

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The relationships between
Things, concepts, entities, places

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Characteristics / attributes

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goo.gl/DNnWdv
goo.gl/NM2acD

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https://goo.gl/NELpR5

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What does all this mean to
SEO ?

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Problem / Question
Solution / Answer

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Google seeks to
Match user intent to pages that
solve problems / answer questions

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● Search Queries
● Intent
Think:

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And provide pages that
● Solve Problems
● Answer Questions

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Aim to become
Answer Engines

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The core of an Answer Engine

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Google needs to understand.
It is your job to communicate and educate it.

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Google seeks credibility.
It is your job to convince.

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Two sides of the same coin

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Really Simple Strategy
Communicate and Convince

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Communicate

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Communicate to Google
who you are and
what you do

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relationships between
Things, concepts, entities, places
http://schema.org/Place
http://schema.org/Person
http://schema.org/Corporation
http://schema.org/Product
http://schema.org/Offer

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Characteristics
http://schema.org/gender
http://schema.org/birthDate
http://schema.org/address
http://schema.org/email
http://schema.org/jobTitle

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Corroboration
My Company Ltd https://mysite.com

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Convince

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Convince Google
you are credible
as a solution
and a source

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Corroboration

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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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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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Thank you!