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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 words
Lists - Snippets formatted as a list
Tables - Comparisons, pricing, models etc
Videos - 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 feet
running shoes for high arches
running shoes for the treadmill
running shoes for trail and road
running shoes for wide feet
running for underpronation
best 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

37. Algorithm

38. How can they be relevant?

42. Primary Keywords Research Phase
Current Strategy

43. This process can be applied
across any industry

44. Consumer Search Journeys

45. Running shoes
OUT OF MARKET
how to start running
benefits of running
running tips
running to lose weight
is running bad for your knees
JUST STARTED
how to start running
benefits of running
running tips
running to lose weight
is running bad for your knees
REGULARLY RUN
best running shoes
good running routes
running clubs
strava best results
REGULARLY RUN
marathon
review based
technology

46. Tools

47. How to rank at “position 0”

48. Google has only told us that
speed and content matter

50. Aim to answer the target question in
the first 100 words and ask the
question in the title

51. Answer multiple questions

52. Multiple H2 Headings directly
addressing the heading + how to
lists

53. Unique content addressing the
whole topic
Minimum: 1,000 words

54. Video, images, widgets, charts &
assets
These all add authority

55. Solid SEO onpage structure

56. Understand your user and their
intent

57. 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