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At last, summer is here. But artificial intelligence doesn’t take summer off, so it can be the ideal babysitter in the car, especially when stuck in a traffic jam. That is, as long as the language assistant actually has something to say. That’s what our SEO News for the month of August is all about. And of course, we can’t avoid the notorious silly-season monster.
1) Speaking notes for Google Home
Dialogue with machines is still a hot topic. Last month, we reported to the workforce on Google Assistant’s automated voice commands. Now, Mountain View is substantially simplifying the world of voice assistants, which is ideal for those content publishers who are trying to get started in this area. “Speakable” is Google’s first semantic markup that identifies text clips for voice output. The company states that the markups were provided through the industry initiative “Schema.org” and are still in the beta phase. With “Speakable”, news publishers and other content providers can mark up short, text-optimised sections within an article or webpage, so they can be used directly by the Google Assistant. Google advises that the text should be a maximum of two to three sentences long, similar to a teaser. This way, the assistant’s speech output has a talk time of 20 to 30 seconds. For optimal use, the content of the text should present the topic informatively and in short sentences. Google also suggested that headlines should be used. Content selection must ensure that technical information, such as captions, dates or source references, does not interfere with the user experience. In the age of artificial intelligence, the optimised use of markups is becoming increasingly important for search engine optimisers, especially as the number of delivery platforms is also increasing. The standardisation of supplemental information in the source text enables all systems involved in selecting and displaying the search results to reliably collect and optimally process the data. The “Speakable” feature will initially only be available for the English language in the US market. However, Google has stated that it plans to launch in other markets, under the condition that “a sufficient number of publishers implement Speakable”. So the SEO industry will certainly have its work cut out.
2) More opportunities for Amazon Alexa
When it comes to the future of digital searches, the focus is slowly shifting from analysing requests and intentions to reflecting on answers and output systems. The key challenge for successful human-machine communication, alternating between interactive displays, augmented reality and voice assistants, will be to provide the best possible result for each channel. Is there one answer, multiple answers or does the initial question then lead to a conversation between the search system and the searcher? In principle, the process is the same with a virtual assistant as it would be with a physical advisor: Do you want a quick result or a full sales pitch? Do you want to be left alone to browse quietly or do you need the help of a sales assistant? Is a brief answer enough or do you want to break down your query into more specific stages until you get the right result? The American company “Yext” has now introduced a collaboration with Amazon, which enables the import of NAP data (name, address and telephone number), as well as allowing the language assistant Alexa to import opening hours directly from local companies. The New York-based company told journalists that they plan to further integrate their interface with Amazon Alexa in the future. Product data and catalogues may be included at a later stage, but this has yet to be decided. The automation of the data exchange between the owners of digital offers and search systems is already a key component of success in modern digital retail. The goal of this is to create an optimal user experience at the point of issue, as well as valid measures of success. Providing and optimising data feeds is key for optimal functionality of Google’s PLA (Product Listing Ads) or the use of price search engines and affiliate networks. In the world of Amazon, the necessary interfaces and tools are only gradually being created. And when it comes to profiting from the growth of digital voice assistants, that’s exactly where the greatest potential currently lies.
3) An SEO Rabbit goes on a SERP Rampage
Do you still remember Lotti the snapping turtle, Yvonne the elusive cow, or Sammy the caiman? Fortunately, there are search engines that give us the opportunity to relive the stories of these adventurous, silly-season animals. And even years later, we are still captivated by them during the summer-holiday slump. In this latest ‘animal’ news sensation, it was a virtual rabbit that brought the world’s largest search engine Google to its knees. The story was published under the headline “Rabbit Bug” by the Spanish programming collective “La SEOMafia”. According to their information, a table was inserted into the source code of a website in order to deliberately manipulate Google’s SERPs. The bug was based on the fact that Google cannot interpret this formatting when displaying the search result, leading to the sudden termination of the search result display after the manipulated entry. This bug was implemented on a top-ranking site for the keyword “conejos” (Spanish for rabbits), with the result that only one, manipulated, search hit was displayed. It is easy to imagine the incredible click rates that could be achieved by using this strategy. It’s always a pleasure to see some creative spirits shake things up in the now mature and grown-up world of the SEO industry. Eventually, even Google’s SEO liaison officer John Müller became aware of the Rabbit Bug and reported on Twitter with a wink that he had circulated the sighting of the rabbit in-house. The rabbit is now threatened with the fate of all silly-season animals. In the end, most were captured or killed.
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