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The Future of Search
The Future of Search:
Ecommerce Content
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Amazon Echo or Google Home(in your home)
Alexa(on your TV remote)
Siri(in your pocket)
Cortana(on your desktop)
Xbox One(on your gaming
system)
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2013
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2017
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Google Home uses snippets, knowledge graphs and structured data.
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Designed to give the clearest, most comprehensive answer to a searcher’s question
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What are featured snippets?
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“best tents”
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Formats:Paragraphs - Normally 40-50 wordsLists - Snippets formatted as a listTables - Comparisons, pricing, models etcVideos - A Youtube player for popular songs or movies
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13% - 15% of search queries
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Answer Boxes
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Answer Boxes
21% - 24% of search queries
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Future = ?
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The way people search
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[running shoes]
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running shoes for beginners
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running shoes for flat feetrunning shoes for high archesrunning shoes for the treadmillrunning shoes for trail and road
running shoes for wide feetrunning for underpronationbest running shoes for 2017
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Category Page
= 1,000 organic keywords
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Category Page
Blog Posts/Articles
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Latent Semantic Indexing
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AO.com > Washing Machines
> Capacity
> Energy Rating
> Washing Programmes
> Extra FeaturesSEO Silo
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Featured Snippets & PAA Boxes
Algorithm
How can they be relevant?
Primary Keywords Research Phase
Current Strategy
This process can be applied across any industry
Consumer Search Journeys
Running shoes
OUT OF MARKET
how to start runningbenefits of running
running tipsrunning to lose weight
is running bad for your knees
JUST STARTED
how to start runningbenefits of running
running tipsrunning to lose weight
is running bad for your knees
REGULARLY RUN
best running shoesgood running routes
running clubsstrava best results
EXPERT
marathon review basedtechnology
Tools
How to rank at “position 0”
Google has only told us that speed and content matter
Aim to answer the target question in the first 100 words and ask the
question in the title
Answer multiple questions
Multiple H2 Headings directly addressing the heading + how to
lists
Unique content addressing the whole topic
Minimum: 1,000 words
Video, images, widgets, charts & assets
These all add authority
Solid SEO onpage structure
Understand your user and their intent
Summary
● Be prepared for voice search
● Think about consumer search journeys
● Consider the user guide approach within ecommerce
● Target featured snippets & PAA boxes
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@ImpressionTalk
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THANK YOU
