the new face of seo is aeo

Users are seeking a solution to a problem or the answer to a question. That has always been the case. Search engines have provided a list of options from which to choose but they have struggled to provide one single solution or answer. That’s starting to change.

- Both Google and Bing are increasingly capable of offering the correct answer.
- The devices that provide the answer are becoming increasingly ubiquitous (mobile phones, voice assistants, watches, in-car assistants...).
- As Google and Bing improve, their users are increasingly comfortable accepting the unique solution they propose. 

These changes present new challenges - but also offer phenomenal opportunities for companies.

### Converting Google and Bing’s users into your clients

Your aim, as a company, is to make sure that Google and Bing understand when you can offer the correct answer for a user for a given need at a given time and that they consider your answer to be the best. If you can do that, search engines will send their users to your site and those users can become your clients.

__How can you ensure the interactions between users and search engines turn out positively for you?__

### Optimising for Answer Engines - The Two Pillar Strategy

__Google is looking for:__

- Understanding
- Credibility

__So you need to:__

- Communicate
- Convince

You need to communicate to Google that you have the solution or answer for a given problem or question and prove that your solution or answer is better than your competitors.

This guide will provide an 8-point checklist on how to communicate and convince answer engines through understanding and credibility.

## Communicate to create Understanding

Communication provides understanding to Google and Bing so they know who you are and what you do. If you can communicate that, and provide sufficient corroborated information, these search engines will give you a place in their knowledge graphs and the opportunity to be provided as a definitive answer. There are four steps in communication to ensure your company is ready for the answer engines of tomorrow.

### 1. Leverage structured data

[Schema.org](http://schema.org) markup provides a way to present the information in your webpages to Google and Bing in a format they can easily and reliably understand. Use
basic information such as Corporation, Product, Offer, and more to explain who you are and what you do, then expand on this by giving details about you and your offers using attributes such as address, brand, price, etc. You can explain pretty much anything in this manner, and we recommend that you use schema.org markup extensively. 

### 2. Use semantic HTML5

Semantic HTML5 is an additional way to present information to Google and Bing in an easily digestible manner. By using semantic HTML5 tags such as article and navigation, you can identify parts of the page so Google can better understand and concentrate on the content that is central to the message your page is providing to the user. 

You can also give the content of the page structure using HTML tables and special HTML5 tags. Find out more [here](https://www.w3schools.com/html/html5_intro.asp).

### 3. Maintain owned and third-party channels

Multiple sources corroborating and confirming the information you provided in steps 1 and 2 will reinforce Google and Bing’s understanding. Owned and
semi-controlled channels are easy to manage and include your company’s website, EV SSL certificates, your social accounts, review sites like Trustpilot, and other relevant third-party channels that you can affect. Sources you have no control over send stronger signals and include
news sites, Wikipedia, and government sites. The more signals you can generate through various pertinent and trusted channels, the better. This is very much an ongoing task as new channels emerge and existing ones
shift in value.

### 4. Keep your company’s identity consistent

Ensure that all the information about you, wherever it appears, is accurate and up to date. The better you can manage to be consistent across the web, the more confidence Google and Bing will have in the veracity of the information you provided in steps 1, 2, and 3. Start with your social accounts, business accounts, government sites build a qualitative and quantitative review platform portfolio, and then move onto asking third party sites to update information about you (they often oblige). This is another ongoing undertaking, but is absolutely essential.

## Convince using Credibility

Your aim is to convince Google that you are the most credible available
solution. If you provide more powerful positive credibility signals than your competition, these search engines will consider you to be the best solution in your market and offer you as the best (objective) answer. This is the second pillar necessary for the answer engines of tomorrow - and consists of four steps.

### 1. Get reviews and ratings

Customer feedback, and therefore reviews, are an incredibly strong credibility signal. Reach out to happy customers post-sale by email or SMS and make it easy for them to give you a review on a third party platform.

Reviews you collect yourself have little value for AEO. Choose 3 or 4 platforms to begin with. There are two main questions to think about when choosing the right review platforms:

- Which review platforms do your prospects use and trust?
- Is the review platform credible?

The credibility of the platform that publishes a customer review carries significant weight in Google’s measure of that review’s importance. Everyone gets negative reviews. For brands with over 80% positive feedback, it is sheer quantity that makes the difference. 

__Google will prefer a brand that has 10,000 reviews giving an average of 80% over a brand that has 100 reviews with an average of 85%.__

### 2. Engage in and encourage social feedback

Get positive social buzz and chatter to generate a very strong credibility signal. To generate buzz, keep a constant flow of content on social channels:

- Engage with your clients
- Reach out to prospects
- Get your content out there
- Share other people’s great content

The sheer quantity of social chatter makes it impossible for Google to crawl and index everything in this field. Some estimates suggest that it manages to crawl 35% of Facebook. If that is true, social chatter needs to be three times more voluminous than any review or press activity in order to have the same effect. So, although much of it goes unseen, a constant low-level buzz is vital for this channel. Should your brand go viral, you will become a focal point that Google will remember.

### 3. Obtain quality third-party mentions via press and thought leaders

Links remain important, but an intelligent machine understands, and gives credit to, brand mentions (so-called linkless links). So, reach out and get quality mentions from relevant thought leaders. Although we often think of thought leaders as individuals, brands and sites can be considered thought leaders.

Mentions and (better still) reviews from thought leaders are very powerful. Getting a thought leader, whether it’s a brand, site, or person, to talk about your brand in a relevant, positive context will send an incredibly powerful credibility signal to Google - well worth pursuing.

### 4. Optimise user experience

Identifying a user’s “moment of satisfaction” is the most difficult to pin down, but potentially the most important. Google is looking to identify the moment when its user has found the solution to their problem or the answer to their question. Google is not there yet, but is rapidly developing the capacity to identify this moment and base its results accordingly. 

You need to make sure that user behaviour on your site reflects the fact that you have provided that user with the correct solution or answer at the right time. 

Make landing pages fast, attractive, pertinent, and intuitive. Use the same vocabulary as your users and make sure you address their problem or question and clearly indicate that you have the answer for them.

To see how well you are doing, track such metrics as: page load speed, bounce rate, dwell time, visit depth and conversion rate. To help improve user experience on your landing pages, you can use one of the many A/B testing and user session analysis solutions.

__Understanding and credibility are the two deciding factors in a future where Google and Bing deliver definitive answers to their users with increasing accuracy. If you want to be leading the field in the years to come, you must seek to communicate and convince. Starting today.__

__If you'd like to learn how reviews can help you improve your AEO, request a free demo below.__

The new face of SEO: Answer Engine Optimisation 

The beginner's guide to site speed for SEO 

Site speed is one of the factors Google considers in their ranking algorithm. So if your site has slow loading times, it could affect your SEO.

[53% of mobile users](https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/) won’t wait more than 3 seconds for a site to load and every second that shoppers have to wait after the 3 second loading mark costs them 7% in conversion. 

And this problem can start before visitors even have a chance to reach conversion or your website. Site speed is one of the factors Google considers in their ranking algorithm. So if your site has slow loading times, fewer people will even reach your website. Potential customers coming from search could end up visiting one of your competitors instead and it may just be the competitor who decided to pay attention to site speed. 

Never forget — the average mobile site takes [15 seconds to load](https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/). So, chances are, your site speed has probably already been negatively affecting your business in terms of SEO and conversion. 

To help you clean this up, we’ve rounded up some factors to consider that can help you improve your site speed.

## Diagnosing your site speed

First things first. If you aren’t sure of your current speed, [Page Speed Insights](https://chrome.google.com/webstore/detail/google-pagespeed-insights/edbkhhpodjkbgenodomhfoldapghpddk?hl=en) by Google is a great way to test your site speed and see where you are currently. Once you do this, you can figure out where to make changes to get that load time even shorter. 

In short, it’s a Google Chrome extension that will quickly give you your PageSpeed score. You’ll also be directed to some insights with further stats to help you understand the score.

## How can you improve your site speed?

### Minimize and simplify redirects

Redirects on your website are a great thing if you’ve ever had to de-index pages on your site. They help you guide your visitors where you need them to be, to find the information they want. 

But if you have too many redirects, this can [significantly impact your site speed](https://moz.com/learn/seo/page-speed). Look into your redirects and make the number of steps to the correct URL as short as you can, while still guiding your visitor where they need to be. 

### Resize your images

Are your images compressed for the web? Size and format can both affect site speed so make sure they are as small as they can be. If you have .png images you may be able to switch them to compressed .jpg images to help speed up your site. 

Image sprites in CSS may also be able to help. If you have a lot of different image files on your site (and each need to load individually) it may be easier to use a sprite to send them all to your site as a single image. There are quite a few [free tools](https://www.shutterstock.com/blog/resize-images-for-web) to help you easily do this. 

### Look into using Content Delivery Networks, also known as CDNs

[Content delivery networks (CDNs)](https://mashable.com/roundup/best-content-delivery-networks/) make data load faster because they use a group of servers that are located in different geographical locations. Wherever a user is, their pages will load from the server that is physically closest to where they are. This helps your load times decrease significantly. If your load times are higher than you want them to be and the other fixes aren’t working for you, this might be worth exploring for your site. 

### Make sure your third party apps aren't slowing you down

There are a large number of eCommerce technologies that you can use on your site to make the experience easier, and more efficient for your customers. The problem is that these sites often need to fetch a lot of data, which can significantly decrease your site speed. 

This isn’t dependent on your eCommerce platform, either. If a third party has a negative impact on site speed, it will do so regardless of which platform you’re on. 

That’s why it’s important to look into which third parties you’re working with and check how they’re ranked on site speed performance. [Yottaa](https://www.yottaa.com/), an optimization tool for eCommerce sites, puts together [this report](https://www.yottaa.com/resources/2019-ecommerce-3rd-party-index/) each year, which lets you look at the top players in eCommerce and see how working with them will affect your site. 

It’s great to have handy when you’re looking for a new eCommerce solution and you want to check their speed performance. 

## Do reviews affect site speed? 

Because customer reviews tend to be part of such a large scale database, they can be pretty bad offenders in terms of slowing down site speed. As you can see, most of the review platforms available have either an inconsistent negative performance impact (yellow) or a consistent negative impact on performance (red). 

Third Party Review Software Site Speed Competitive Analysis

Fortunately, collecting and [displaying reviews with Trustpilot](https://business.trustpilot.com/reviews/build-trusted-brand/trustbox-widgets-the-truth-about-website-performance-and-loading-speed) has little to no negative impact on your site speed. 

In fact, this year we were the only customer review platform ranked as having little or no performance impact (green) on your site speed in Yottaa’s roundup.

Trustpilot reviews do not affect site speed

## When you improve your site speed, your SEO is sure to thank you

Let’s flashback to that stat from the beginning for a second: Every second that site visitors have to wait after the 3 second loading mark can cost you 7% in conversions. This means that, chances are, your current load time is high enough that it’s causing you to lose out on would-be customers. 

The bright side is that some of these changes are really easy to implement on your site. 

Go ahead and look into your site speed today so you can start seeing the benefits of higher conversion rates on your site. And while you’re at it, if you’re looking to [increase conversions](https://business.trustpilot.com/reviews/get-seen-in-search/what-is-conversion-rate-optimisation) on your site, displaying Trustpilot reviews is a great way to boost conversions without dinging your site speed. 

So if you aren’t already collecting reviews with us, why not start today? 

To learn more about everything you can do with reviews, get your free copy of The Complete Guide to Reviews below. 

The beginner’s guide to site speed for SEO

A guide to SEO and reputation

In this guide, we give you four advanced eCommerce SEO strategies that you can use to crowd the search results in your niche and for your branded queries to build your brand and traffic so that you can accomplish your goal of building your business.

If you’re an eCommerce business, then digital marketing is paramount to your business’s success. You need the right products and the right platform, of course, but without great marketing, your products won’t get seen and you won’t make any sales.

Fortunately, there are many tried and true ways to grow your audience that you can leverage such as SEO, Facebook/Instagram advertising, content marketing, display advertising, sponsorships, influencer marketing, and many more.

The challenge lies in the fact that there are so many different channels and if you’re not a marketing expert, then it‘s hard, if not impossible, to know where to start or how to take your marketing to the next level.

If you’ve done the SEO basics on your site and are investing in content marketing and a link strategy with the goal of ranking better, there are ways that you can expedite that process to see results even quicker.

Today, I want to share with you four advanced eCommerce SEO strategies that you can use to crowd the search results in your niche and for your branded queries to build your brand and traffic so that you can accomplish your goal of building your business.

These four strategies are:

- Branded profiles;
- Barnacle SEO;
- Autosuggest and the information net;
- Content funnels (NBED)

### How to use branded profiles for SEO and conversions

If you’re an eCommerce business, you should absolutely own your own platform and brand. Without your own website, you will forever be paying other platforms a percentage of your sales in exchange for their audience, and eventually, you may reach a ceiling on growth because their business doesn’t completely mesh with yours.

But I’m also not arguing that you should only sell your products on your own site! Platforms like eBay and Amazon do well for a reason, mostly because they have huge capital resources and have created a place where others can easily sell their own products. So, as is usually the case, a balanced approach is needed.

If you perform a search for a brand like GoPro, you’ll see that they have crowded their branded search results with profiles on other websites such as:

- Twitter
- YouTube
- Amazon
- Instagram
- Facebook

If you are a small store, then you can leverage profiles just like these to lend your site more credibility when someone searches for your brand. You can even do this as a person:

Screenshot+2017-11-15+14.09.57

Example 1

This is also known as reputation management when an undesired article or site appears in your branded search results as a few have done for GoPro, but it can be a very strong way to show those searching for your brand that you are a legitimate business.

Of course, if you’re trying to rank 10 profiles for your branded terms, it takes dedicated effort to pull this off effectively.

When you’re trying to crowd your own branded search results, you need to:

- Vary the sites and profiles that you link to with branded anchor text when guest posting or listing your site in directories.
- Link to your important profiles from your main website to pass them link equity.
- Prioritize strong websites (use Moz’s MozBar to see their Domain Authority, an indicator of strength) and make sure your profiles there are complete and robust with unique content and whatever else you are able to have (video, etc).

The final strategy here, of course, is to find websites that allow you to also have reviews posted so that searchers trust you because of independent, positive ratings.

Screenshot+2017-11-15+14.24.22

Example 2

### Barnacle SEO for e-commerce websites

Every niche has a few main players that have most of the market share. These businesses, though, are not always the most well-loved so people often search for competitors or alternatives. One great strategy to capitalize on this, is to have your site listed when a potential customer is disenchanted with your large competitors and searches for their brand name with a “competitors” or “alternatives” modifier.

For example, let’s say that you run a tree seed eCommerce site. You sell seeds for a tree that is often seen as an alternative to maple trees, because some people don’t like maple trees.

You type "maple tree alternatives" into Google and see the following results.

Screenshot+2017-11-15+14.31.59

Example 3

There are at least five sites there that you can reach out to in order to either get them to add in another type of tree (and link to you) or add your link as a resource for their site visitors.

This strategy is similar to using Google’s autosuggest to find new keywords to target.

### Autosuggest and the information net

When thinking about SEO for your eCommerce website, you should consider the wider group of questions and modifiers that people search while they are conducting research before they ultimately make a purchase (and hopefully from you!).

Ecommerce businesses can’t just worry about your product and category page rankings. Yes, these are your most important keywords to rank for of course, as they directly drive traffic to you that you know will convert. And if they convert, then they’re great for ranking as well as for driving paid traffic to via SEO, Google Ads, and Facebook/Instagram.

But they are only a piece, albeit a large piece, of the larger SEO puzzle for your eCommerce site. Further up the conversion funnel, your potential customers are doing research before they buy.

This is where a bit of research on your end can pay big dividends by creating the content that answers your potential customer’s questions so that they learn about your brand and are more likely to buy from you in the future. If you build your strategy well, you can also use this to gather email addresses so that you can continue to market to them with a well-optimized email marketing strategy.

Here’s how the autosuggest SEO strategy works so that you can expand your net of keywords.

First, use any or all of the following tools to understand the autosuggested search terms from Google and which ones could drive traffic to your site:

- Soovle
- UberSuggest
- Longtail Pro
- Keywords Everywhere

When I use UberSuggest to search “nike vs” combined with Keywords Everywhere, I get a list of the brands that people are comparing Nike to. If you run a shoes ecommerce site, then this can be a great way to educate your users as well as funnel them to buy from you:

Screenshot+2017-11-16+10.37.13

Example 4

Imagine if you could get your eCommerce website ranking among these publishers. The competition is small and the traffic is high. What more could you want?

The goal is to identify all of these buckets of keyword phrases that your potential customers use when they are in the discovery phase of their search so that when they are ready to buy, they know and recognize your brand and are more likely to buy from you.

### Leveraging reviews on other sites to grow your own organic traffic

Finally, what post on Trustpilot would be complete without talking about reviews?

As an eCommerce site, you need reviews not only of your company but also of your products. If you are a product manufacturer as well as a seller, then you’re probably using other platforms to sell your products.

Let’s take the outdoors industry as an example. The North Face is not only a seller, but they actually manufacture the products as well.

Perform a search for a product of theirs, such as their Thermoball hooded jacket. My query is "the north face men’s thermoball" and I come up with the following sites:

- TheNorthFace.com
- Amazon
- Moosejaw
- Dicks Sporting Good
- REI
- Backcountry.com
- Youtube
- SteepAndCheap.com

All of these results except for Moosejaw have star results showing in the search results. Here's a screenshot of the first four results.

Notice what The North Face has done.

Screenshot+2017-11-16+15.53.39

Example 5

They have built their own property to allow it to have reviews that are then shown in the search results. So they own their own platform, which is absolutely necessary for the longevity of the brand.

They also, however, sell through all of the major providers and both rely on them to get reviews as well as probably actively solicit reviews on those platforms. If everyone rates the jacket well, as is the case with the Thermoball, they are building trust with their potential customers that the product is quality and people are happy.

So what’s the takeaway here?

If you are selling your own product, you should also be using the platforms available to you to tap into their audience and sell more of your products. Own your own platform and optimize your website properly, but this can be another great way to grow your business if the economics make sense.

The same works for your brand since customers might buy a product, but they ultimately buy from a brand. In today’s social media and values driven world, the work you do on your brand influences your customers, builds loyalty with them, and gains repeat buyers. Investing your brand by getting feedback from your customers is one of the best ways to improve your business, regardless of your search rankings. And the best part is that reviews also help your search rankings and clickthrough rates when review stars show in the search results.

__What about you?__

What strategies have you used to build your brand through SEO that don’t involve your own website?

How to use SEO to build your eCommerce reputation — a quick guide

Get more out of your customer reviews with our case studies, webinars and videos. Find the latest trends to promote your company in search and manage your online reputation.

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The new face of SEO: Answer Engine Optimisation

The beginner’s guide to site speed for SEO

How to use SEO to build your eCommerce reputation — a quick guide