Evolution Not Revolution TODAY 1998 2001 2008 2015 f r o m L - - PowerPoint PPT Presentation

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Aug 03, 2023 340 likes •670 views

Evolution Not Revolution TODAY 1998 2001 2008 2015 f r o m L I N K S t o A N S W E R S i n 2 0 y e a r s Source: Google search results: the evolution of the SERPs, 1&1 Digital Guide , 09.03.2017. Wikipedia saw direct web

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f r o m L I N K S t o A N S W E R S

i n 2 0 y e a r s

2008 2001

TODAY

2015 1998

Source: “Google search results: the evolution of the SERPs,” 1&1 Digital Guide, 09.03.2017.

Evolution Not Revolution

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Wikipedia saw direct web traffic drop by 21% after Google launched Featured Snippets.

...but this doesn’t mean people aren’t using Wikipedia anymore!

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In 2018, 61% of mobile searches in the US did not result in any clicks

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We’re trained to search with natural language

where’s the best pizza in New York that’s good for kids and has accessible bathrooms_

VOICE SEARCH CREATES NEW HABITS

Long, natural language questions reveal high-intent

SERP MODELS QUESTION AND ANSWERS

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2016 2015 2018 2014 2012 2010 2008 2006 2004 2002 2000 1998 1996 1994 2017 2013 2011 2009 2007 2005 2003 2001 1999 1997 1995

More customer interaction points than ever with new consumer services

1440

CONNECTED CARS SOCIAL

MOBILE WEB GPS SEARCH EMAIL WEBSITE ECOMMERCE CRM

CONNECTED HOME CHAT VOICE MOBILE APPS MOBILE MAPS MOBILE FIRST AR / VR

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Q U E S T I O N S R E P O N S E S

Conversion

The customer journey starts with a question.

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PICK UP IN STORE

“Which brand of racing bicycle is the best?” ”I want information on racing bike frames?” “Where’s the nearest Decathlon store that’s

pen now?”

“How much does the Decathlon Ultra C 105 black bicycle cost?” REVIEWS SEARCH ENGINES VIDEOS BLOGS SEARCH ENGINES EXPERT WEBSITES PRODUCT PAGES FAQ VIRTUAL ASSISTANT BRAND WEBSITE DISTRIBUTOR WEBSITE SOCIAL NETWORK

The customer journey starts with question.

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Questions = Intent

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Sources: https://blog.cws.net/seo-solutions/increase-blog-traffic-with-long-tail-keywords AND https://blog.cws.net/seo-solutions/increase-blog-traffic-with-long-tail-keywords

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Meet your customers at the moment of intent.

Intent Marketing makes it possible to serve customers in a post-GDPR world. Without relying on consumer demographic data.

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P R O D U C T S J O B S L O C A T I O N S P E O P L E E V E N T S

Y O U R B R A N D I S M A D E U P O F M O R E F A C T S T H A N E V E R B E F O R E

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HOURS OF OPERATION

RETAIL STORES

SERVICES PRODUCTS

RATING

RESTAURANTS

CITY BRAND

TIME NOW MENUS HOLIDAY HOURS OFFERS

Knowledge graphs deliver answers, verified by you

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HOURS OF OPERATION

RETAIL STORES

SERVICES PRODUCTS

RATING

RESTAURANTS

CITY BRAND

TIME NOW MENUS HOLIDAY HOURS OFFERS

YOU already have the answers to win.

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DEALERSHIP DEALERSHIP GROUP DEPARTMENT CAR

Jaguar Land Rover Knowledge Graph

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“Is there a Land Rover dealership near me?”

DEALERSHIP DEALERSHIP GROUP DEPARTMENT CAR

+ Address

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“Which Land Rover repairs department in Paris is open now?”

DEALERSHIP DEALERSHIP GROUP DEPARTMENT CAR

+ Address + Hours + Category

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“What is the best dealership near me open now with a used Range Rover Sport?”

DEALERSHIP DEALERSHIP GROUP DEPARTMENT CAR

+ Address + Hours + Model + Model Year

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USER INTERFACE (UI) ARTIFICIAL INTELLIGENCE (AI) KNOWLEDGE GRAPH

Anatomy of the new consumer service

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BUILD YOUR KNOWLEDGE GRAPH ANSWER QUESTIONS YOURSELF ANSWER QUESTIONS EVERYWHERE