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!

1. Jason Barnard

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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.

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

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Answer Engine Optimisation
The Landscape

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Voice assistants

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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

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2) Back end:
Providing the Answer

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Understanding the query Providing the answer
Q
A

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Understanding the query
Q
A
Providing the answer

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Answer Engine Optimisation
Macine Learning

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Retrievers vs Machine Learners

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Machine Learning
1. Supervised
2. Unsupervised
3. Semi-supervised

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Answer Engine Optimisation
ML on both sides of
theequation

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

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Provide the Answer
(understanding available options)

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Answer Engine Optimisation
Position0 - The answer

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Top Spot Rules

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The Answer

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Answer Engine Optimisation
Position0 Real Estate

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The Answer

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The Answer

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Related
Answers

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The Answer

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The Answer
X

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Related
Answers

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Related
Answers

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Related
Answers

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Shopping actions
The Answer

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Answer Engine Optimisation
Future of Position0

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#0 more searches

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#0 more flavours

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#0 more devices

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Answer Engine Optimisation
The Strategy

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Supervised / semi-supervised

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Answer Engine Optimisation
1 - Communicate

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Communicate to Google
who you are and
what you do

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Corroboration
My Company Ltd https://mysite.com

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Context of links and mentions

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LEARNING
to
learn

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Answer Engine Optimisation
2 - Convince

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Convince Google
you are the most
credible solution

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Bounce
Click
Dwell
Search
Scroll
Watch
Pogo
User

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Links, Mentions, Buzz

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Inherited Credibility
You

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LEARNING
to
judge

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Answer Engine Optimisation
The Takeaway

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59. Jason Barnard