Search Experience Optimization is the new SEO

Bassam Sebti
Mar 29, 2018 · 2 min read
© Adobe Summit

Experience. It’s what matters in our line of work. What’s the experience are you leaving your consumer with? This year’s Adobe Summit discusses how you can be an experience maker on so many levels. Search is one of them.

‘Search’ is an experience

“Search Experience Optimization is the new SEO,” says Matt Young, SEO Business Consultant at Adobe. “Create content for people not for search engines.”

93% of online experiences begin with a search engine, he added. Give the people what they want, go beyond keyword tools, address pain points and answer questions.

Why does content matter?

Without content, there is no visibility, he said, but how do you we know what people want and search for?

They’ll tell you!

60% of queries are four words or more and the average number of words for first-page results on Google is 1,890.

So how do you create content for people?

  1. Don’t be myopic about keywords, embrace long tail.
  2. Understand audience intent and create content for it.
  3. Use AEM to build a solid SEO foundation.
  4. Be consistent with the basics. Every page needs SEO, especially for mobile.

Did he say ‘mobile’?

You bet he did.

“​Mobile is more critical to SEO than ever before,” he asserted. “So, test. Test. Test all of your pages.”

Voice search is closer than you think

A whole new generation will search primarily in voice rather than type, Young said as he gave an example of how his young daughter loves interacting with their Google Home and how she asks her to play “Let it Go”. By doing that, she’s searching via Voice and getting the result via Artificial Intelligence!

But, he added, there’s a lot we still don’t know in this field. Voice search data is not available, which tells us how search behavior is changing. However, he thinks there’s a huge opportunity to define voice search.

And there’s always a new thing. The future is yet to be written, says Young.

“There’s a lot we still don’t know.”

Bassam Sebti

Written by

Global Editor of Husband. Dad. Iraqi. American.

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