Opening Your Data for the Next Generation of Searchers_Pete Campbell

@petecampbell
https://www.kaizensearch.co.uk
Opening Your Data
for the Next Generation
of Searchers

@petecampbell
THE WEB IS IN DECLINE

@petecampbell
I’M NOT SAYING THE
INTERNET IS DEAD
3.17 BILLION USERS AND GROWING

@petecampbell
INTERNET CONSUMPTION HAS
COMPLETELY CHANGED

@petecampbell
MOBILE USAGE OVERTOOK DESKTOP IN 2014

@petecampbell
MOBILE USERS PREFER APPS OVER BROWSERS

@petecampbell
“We’re now getting
more searches on
mobile devices than
desktop worldwide”
Amit Singhal – Google SVP Search, 2015

@petecampbell
GOOGLE IS RADICALLY ADAPTING

@petecampbell
AND THE CHANGES ARE REDUCING
ORGANIC TRAFFIC TO WEBSITES

@petecampbell
JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION
OPENS PAGE
IN THE APP

@petecampbell
THAT’S JUST THE START - OPEN DATA IS KEY
Google AMP
Project
App Indexing
& Deep Linking
Structured Data
Google Now
Cards
Build an API

@petecampbell
THE FUTURE OF TECHNICAL SEO

@petecampbell
The Future of Tech SEO
..Isn’t Your Website

@petecampbell
PETE CAMPBELL
/ KAIZEN
•  Founder / Managing Director
•  Kaizen works with leading global brands on
Content Marketing & Technical SEO
•  8+ Years in Agency & In-House Experience
•  Coding since 11 years old, but looking grey now
•  Proud owner of a Game Boy Colour

@petecampbell
Get in Touch:
@petecampbell
pete@kaizensearch.co.uk
https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES
kaizensearch.co.uk/future-seo/

@petecampbell
HOW THE INTERNET HAS EVOLVED

@petecampbell
THE FIRST WEBPAGE IN 1991

@petecampbell
THE DESKTOP WAS KING OF THE 90’S

@petecampbell
THE WALLED GARDEN RULED THE NET

@petecampbell
REMEMBER THESE?

@petecampbell
THE OPEN WEB WON ..THANKFULLY

@petecampbell
INTERNET ENABLED LAPTOPS ARRIVED

@petecampbell
WEBSITES BECAME USEFUL

@petecampbell
BUT SMARTPHONES HAVE
RESTARTED EVERYTHING

@petecampbell
THE WALLED-GARDEN IS BACK & WINNING

@petecampbell
NOTICE ANY SIMILARITIES?

@petecampbell
NATIVE APP’S PROVIDE A BETTER UX

@petecampbell
FREE
BUILT TO BE VIRAL
COMMUNITY
SPECIAL OFFERS
RATINGS & REVIEW
BUSINESS INFO
EASY TO SETUP
WALLED GARDENS

@petecampbell
CAUSING WEB INNOVATION TO DIE

@petecampbell
OPEN SOURCE CMS
USES FRAMEWORK
ALL WEBSITES
LOOK THE SAME
MATERIAL DESIGN

@petecampbell
75% OF BUZZFEED’S TRAFFIC COMES FROM
SOURCES OTHER THAN THEIR WEBSITE
27%
23%21%
14%
2%
Facebook Video
Direct Web/App
Snapchat
YouTube
Facebook Referral
Facebook Image
Other Platforms
Organic SEO

@petecampbell
HOW SEARCH HAS EVOLVED

@petecampbell
Query Results
Revised
Query
“Hotels”
Hmm,
not right
“London
Hotels”
HOW WE USE TO SEARCH

@petecampbell
HOW IT’S ADAPTED
Query
Contextual
Results
Action / Answer

@petecampbell
Query Answer Conversation
AND NOW IT’S GOING FURTHER

@petecampbell
SO WHAT’S THE FUTURE?

@petecampbell
THE FUTURE OF TECH SEO IS OPEN DATA

@petecampbell
AND YOU CAN MAKE A START NOW
Google AMP
Project
App Indexing
& Deep Linking
Structured Data
Google Now
Cards
Build an API

@petecampbell
GOOGLE AMP

@petecampbell
ACCELERATED MOBILE PAGES PROJECT (AMP)
•  Mobile Optimised Content
•  Pre-Fetched by Google
•  Loads Instantly
•  New Ad Opportunities
https://www.ampproject.org/

@petecampbell
AMP CONSISTS OF THREE DIFFERENT PARTS
AMP HTML AMP JS
Google AMP
Cache

@petecampbell
HOW PUBLISHING WORKS

@petecampbell
<!doctype html>
<html amp>
<head>
<meta charset="utf-8">
<title>5 Reasons Every Marketer Should Learn to Code - Kaizen</title>
<link rel="canonical" href="https://www.kaizensearch.co.uk/blog/seo/5-reasons-
marketers-should-learn-to-code/" />
<script src="https://cdn.ampproject.org/v0.js" async></script>
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1
normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-
start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}
@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript>
</head>
<body>
<h1>5 Reasons Every Marketer Should Learn to Code</h1>
<p>You’ve probably heard it a couple times already – read a clever article on Moz
or from your smug colleague’s boasting over a cup of coffee in the morning: the next
marketing must-have skill is coding.</p>
</body>
</html>
https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/
AMP Code In Action

@petecampbell
NORMAL

@petecampbell
AMP VERSION

@petecampbell
NORMAL
AMP VERSION
71%
FASTER

@petecampbell
HOW TO IMPLEMENT GOOGLE AMP
https://wordpress.org/plugins/glue-for-yoast-seo-amp/
https://wordpress.org/plugins/amp/

@petecampbell
HOW TO IMPLEMENT GOOGLE AMP
https://www.ampproject.org/docs/get_started/create_page.html

@petecampbell
BEST PRACTICES FOR GOOGLE AMP
ü  Add rel=“canonical” tags on AMP Pages
ü  Use rel=“AMPHTML” on the non-AMP version
https://www.ampproject.org/docs/guides/discovery.html
ü  Built in Support for Google Analytics
https://developers.google.com/analytics/devguides/collection/amp-
analytics/#supported_user_interactions_for_google_analytics
ü  AMP Report in Search Console to Track Performance
https://support.google.com/webmasters/answer/6328309

@petecampbell
APP INDEXING & DEEP LINKING

@petecampbell
APP INDEXING & DEEP LINKING IN IOS9 & ANDROID
OPENS PAGE
IN THE APP
‘Install App’
Button Fallback

@petecampbell
ONE URL TO RULE THEM ALL
ONE URL – SAME CONTENT
MOBILE APP DESKTOP

@petecampbell
HOW TO IMPLEMENT APP INDEXING
1.  Add Support for HTTP URLs
2.  Use App Indexing API or SDK (iOS9)
3.  Test in Android Studio or Safari
4.  Register in Google Search Console
5.  Monitor via Search Analytics Report
https://developers.google.com/app-indexing/android/app
http://apple.co/1UMgEkf

@petecampbell
STRUCTURED DATA

@petecampbell
Knowledge Graph
(Organization)
Interactive
Breadcrumbs
Sitelinks Search Box
(SearchAction)
Blogs & Articles
Star Ratings
(AggregrateRating)
STRUCTURED DATA EVERY BRAND SHOULD BE USING

@petecampbell
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS
‘ORGANIZATION’ SCHEMA
REQUIREMENTS
•  150px x 150px Logo
•  Customer Service Number
•  Social Media URLs

SUPPORTED SOCIAL PROFILES
•  Facebook
•  Twitter
•  Google+
•  Instagram
•  YouTube
•  LinkedIn
•  Myspace
•  Pinterest
•  SoundCloud
•  Tumblr

@petecampbell

@petecampbell
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL
‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
•  Display a Visual Breadcrumb Trail to Users
On-Site
Breadcrumb

@petecampbell
ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP
‘SEARCHACTION’ SCHEMA
REQUIREMENTS
•  An Internal Search Engine On Your Site
•  Try Google Custom Search Engine if Needed

@petecampbell
USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS
‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
•  Real-Customer Review Data
•  No Data? Run an Incentive-Based Survey
•  Testimonial Page

@petecampbell
USE OUR FREE MARKUP TEMPLATE
Google Sheet: http://bit.ly/1XgTG5o

@petecampbell
GOOGLE NOW CARDS

@petecampbell
CONTEXTUAL RESULTS WITH GOOGLE NOW

@petecampbell
GOOGLE NOW USES STRUCTURED DATA IN EMAILS
https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails
https://developers.google.com/schemas/now/cards

@petecampbell
4 DIFFERENT TYPES OF GOOGLE CARDS
HOTELS FLIGHTS

@petecampbell
4 DIFFERENT TYPES OF GOOGLE CARDS
RESTAURANT EVENT TICKETS

@petecampbell
BUILD AN API

@petecampbell
A VERY BASIC EXPLANATION OF HOW AN API WORKS

@petecampbell
EXPERIMENT WITH JSON-BASED API’S ON YOUTUBE
Grab
YouTube ID
Create a Project to Get API Key:
https://console.developers.google.com/apis/library

@petecampbell
YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO
https://www.googleapis.com/youtube/v3/videos?
id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,descripti
on,thumbnails(default(url))))&part=snippet,contentDetails
Requests Video Title
& Description
Requests Thumbnail URL

@petecampbell
AND GET A RESPONSE IN JSON CODE
{
"items": [
{
"snippet": {
"title": "Game of Thrones Season 6: Trailer #2 (HBO)",
"description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/
10qIOannnGame of Thrones Season 6 premieres April 24th at 9PM.",
"thumbnails": {
"default": {
"url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg"
}
}
}
}
]
}

@petecampbell
YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S
https://developers.google.com/apis-explorer

@petecampbell
USE DEPLOYD TO START BUILDING YOUR OWN API
http://deployd.com/

@petecampbell
OR BUY THIS AWESOME BOOK
https://apisyouwonthate.com/

@petecampbell
YOU’RE ALMOST READY FOR THE FUTURE OF SEO
Google AMP
Project
App Indexing
& Deep Linking
Structured Data
Google Now
Cards
Build an API

@petecampbell
JUST ONE MORE THING..

@petecampbell
AI VOICE ASSISTANTS

@petecampbell
GOOGLE VOICE ACTIONS IS RESTRICTIVE
“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
https://developers.google.com/voice-actions/system/
Google-Approved
API Commands Only

@petecampbell
GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
http://apple.co/1YilYuO
Use NSUserActivity to build index
of App Content & Search Activities
Eligible Activities Only
Appear on Siri

@petecampbell
GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
http://apple.co/1YilYuO
•  VoIP calling
•  Messaging
•  Payments
•  Photo
•  Workouts
•  Ride booking
•  CarPlay (automotive vendors only)
•  Restaurant reservations (requires
additional support from Apple)
https://developer.apple.com/sirikit/

@petecampbell
VIV WILL BE AN OPEN AI THAT ENABLES YOU TO
PURCHASE WITH VOICE SEARCH ONLY IN ANY APP
https://youtu.be/Rblb3sptgpQ?t=9m32s

@petecampbell
LET’S JUST STOP THIS HAPPENING OK?

@petecampbell
Get in Touch:
@petecampbell
pete@kaizensearch.co.uk
https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES
kaizensearch.co.uk/future-seo/
Thank You!

Opening Your Data for the Next Generation of Searchers_Pete Campbell

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Opening Your Data for the Next Generation of Searchers_Pete Campbell