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Chris(an J. Ward, EVP, Yext
@wardchris(anj
How to Speak Search Engine Brighton SEO
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Search Engine?
• Today we are going to discuss Search Engines • Google executes more than 2 trillion searches/year
• Speaking “Search Engine” is the key to success as content and digital marketers
• Where is this all going?
• But first… a brief recap of recent events
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More than half of all searches now occur on mobile devices
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Loca%on search on mobile is growing
more than 50% faster than mobile search as a whole
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30% of all searches are related to loca(on
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76% of “nearby” mobile searches result in a business visit
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28% of “nearby” mobile searches result in a purchase
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What is a Search Engine?
1. Searcher (Human)
2. Search Engine (Machine, mostly)
3. Source (Human, mostly)
Poten&al answers
Link to the Selected Answer
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Do You Speak Search Engine?
When we think about speaking with a machine or a computer, we think of…
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Ar(ficial Intelligence
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But Really…
Content Blogs Ad copy Featured arDcles Webpages Product write-‐ups Menu blurbs Services Lists Unstructured…
YUCK!
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Tombstone
Movie? City? Headstone? Prospectus? Pizza? Comic Book? The Googoo Baby is very confused!!!
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How Do You Get Here?
Feed the Google What it Wants to be Fed!
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Why is This Ge`ng More Important?
1. Searcher (Human)
2. Search Engine (Machine, mostly)
3. Source (Human, mostly)
Poten&al answers
Link to the Selected Answer
One Great Answer
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Sundar Pichai said during his keynote,
“It’s not just enough to give [users] links — we really need to help them get things done in the real world.”
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Pichai noted that Google has been “laying the founda(on for this for
many, many years.” This has led Google to develop an end-‐to-‐end
solu(on that means customers
NEVER HAVE TO OPEN AN APP OR VISIT A WEBSITE.
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What do you see?
Ellen Langer, Mindfulness
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By adding the slightest definiDon, the paUern becomes confident
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How Much Proof Do You Need?
-‐ Searchmetrics, 2014
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Schema
“Over 10 million sites use Schema.org to markup their pages and email
messages.”
Which basically means Wal-‐Mart uses it.
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Really? 10 Million?
We passed One Billion Websites in September of 2014, and its closer to 1.08B today
10,000,000 / 1,080,000,000 = .926%
Nice work, everyone! < 1%
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There’s a Good Reason for This
LAZINESS
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Schema Example: Restaurant
GreatFood 4 stars -‐ based on 250 reviews 1 Madison Ave New York, NY 10010 LaDtude: 40 deg 44 min 54.36 sec N Longitude: 73 deg 59 min 8.5 sec W (408) 714-‐1489 www.greacood.com Hours: Mon-‐Thu 5pm -‐ 9:30pm Fri-‐Sat 5pm -‐ 10:00pm Categories: Middle Eastern, Mediterranean Price Range: $$ Takes ReservaDons: Yes
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Schema Example: Lat / Long
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Best Prac(ces Are Evolving
• As recently as January, Google offered a soluDon to in-‐line markup
• Create the enDre markup and add it to the header or footer of the page
• Be careful to address visible page elements
• Schema, it’s use, and the taxonomies are evolving constantly!
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Back to Tombstone
Q: “Alexa, What is a Tombstone?” A: “A headstone or gravestone placed over a grave.” Q: “Alexa, Is Tombstone a movie?” A: “No, a gravestone is not a film.”
Q: “Alexa, is there a movie called Tombstone?” A: “Yes, there is a film called Tombstone.”
Q: “Alexa, can you order me a Tombstone pizza?” A: “I didn’t see that in your past orders, so I added a Tombstone pizza to your shopping list.”
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Mary Meeker’s 2016 Internet Trends Report
Vocal & Local • 1 in 5 android searches on mobile app in USA are voice searches
• Google voice search queries are up 35x since 2008 and up 7x since 2010
• 65% of smartphone owners now use voice assistants, up from 30% in 2013
-‐ KPCB Internet Trends Report, 2016
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100+ Loca(on Data
Fields
Name Address 1 & 2 Sublocality Display Address Address Visible City State Postal Code Country Main Phone Categories La(tude Longitude Closed Flag Special Offer Special Offer URL Business Hours Holiday Hours
Descrip(on Website Website Display URL Emails Payment Methods Logo Photos YouTube Video URLs Menu Products Events
Bios Addi(onal Hours Text Addi(onal URLs Alternate Phone Mobile Phone Fax Toll-‐Free Number Twiper Handle
Facebook Page Year Established Associa(ons Special(es Brands Languages Keywords Apribu(on Logo/URL
This Isn’t Easy, But It’s CriDcal
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What’s the ROI? Ever get asked this?
“Hold on, let me Google that for you…”
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@wardchris(anj
Thank You!