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March 3, 2015
The Growth Of Direct Answers: How Should SEOs Evolve?
Bill Slawski
Director of Search Marketing -GoFishDigital
@bill_slawski
searchmarketingexpo.com@bill_slawski
#SMX #11a
Are Search Query Results Enough?
searchmarketingexpo.com@bill_slawski
#SMX #11a
Do Query Results become Better for Searchers if they include (1) Direct Answers as well as (2) links to Answering Pages?
searchmarketingexpo.com@bill_slawski
#SMX #11a
Hybrid Query/Question Results
searchmarketingexpo.com@bill_slawski
#SMX #11a
“Now we are increasingly able to provide direct
answers -- even if you’re speaking your question
using Voice Search -- which makes it quicker,
easier and more natural to find what you’re looking
for.”
Google FORM 10-K for 2014 (For the Fiscal Year Ended December 31, 2014)
searchmarketingexpo.com@bill_slawski
#SMX #11a
In each case we’re trying to get you direct
answers to your queries because it’s quicker
and less hassle than the ten blue links Google
used to show. This is especially important on
mobile where screens are smaller and typing is
harder.
Eric Schmidt - We built Google for users, not websites (September
6, 2014)
searchmarketingexpo.com@bill_slawski
#SMX #11a
A patent filed by Google Israel aimed atFinding Direct Answers to Natural LanguageQuestions, Published in November ofLast Year…
searchmarketingexpo.com@bill_slawski
#SMX #11a
In some implementations, the search
system may perform offline
processing of authoritative sources to
determine and store answers to
common clear-intent non-factual
questions.
~ Natural Language Search Results
for Intent Queries
searchmarketingexpo.com@bill_slawski
#SMX #11a
Natural Language Search Results
for Intent Queries
International Application
No WO/2014/197227
Published:11.12.2014
International Filing Date: 23.05.2014
Applicant: Google
Inventors: Tomer Shmiel, Dvir Keysar,
and Yonatan Erez
searchmarketingexpo.com@bill_slawski
#SMX #11a
•Frequently selected in search results,
•Consistently ranks high in search results for queries dealing in the subject matter.
Authoritative Sources
searchmarketingexpo.com@bill_slawski
#SMX #11a
•How do I treat $X•$X treatment•How is $X treated•How to cure $X
Intent Templates to Find Answers
searchmarketingexpo.com@bill_slawski
#SMX #11a
A Headings/Answers DataStore is Collected
searchmarketingexpo.com@bill_slawski
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•An Additional Chance to be in Search Results
•Being Seen as “authoritative” by being an answer
•An Answer is formatted differently than other results; more likely to draw attention
Benefits of Being a Direct Answer
searchmarketingexpo.com@bill_slawski
#SMX #11a
http://static.googleusercontent.com/media/research.google.com/en/us/pubs/
archive/34460.pdf
searchmarketingexpo.com@bill_slawski
#SMX #11a
Two Column Tables (Wiki Infobox)
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Relational Tables
searchmarketingexpo.com@bill_slawski
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Colon Delimited Pairs
searchmarketingexpo.com@bill_slawski
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Introducing Structured Snippets, now a part of Google Web Search
searchmarketingexpo.com@bill_slawski
#SMX #11a
http://yz.mit.edu/papers/webtables-vldb08.pdf
searchmarketingexpo.com@bill_slawski
#SMX #11a
•Tabular Data in 2 column tables, relational tables, and colon-delimited lists•Knowledge Bases such as Freebase, Wikipedia, IMDB•Query Stream Data used in an Ontology like Biperpedia - Biperpedia: An Ontology for Search Applications
Sources of Knowledge Graph Info
searchmarketingexpo.com@bill_slawski
#SMX #11a
Biperpedia –Extracts Attributes
searchmarketingexpo.com@bill_slawski
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Answerboxes – different sources
Some are answeredFrom the KnowledgeGraph
searchmarketingexpo.com@bill_slawski
#SMX #11a
Some Answers comeFrom Specific Sources,Like emergency alerts
searchmarketingexpo.com@bill_slawski
#SMX #11a
Other Specialized Query Results
Structured metadata extraction
These Results come from Looking for patterns of element lists on pages about specific entities to use
to create a list like this.
searchmarketingexpo.com@bill_slawski
#SMX #11a
Interviews with Experts?
searchmarketingexpo.com@bill_slawski
#SMX #11a
SEO by the SeaGo Fish Digitalhttps://www.facebook.com/bill.slawskihttps://plus.google.com/u/0/+BillSlawski/posts
Bill Slawski
searchmarketingexpo.com@bill_slawski
#SMX #11a