Gartner Research

Your Website’s New Job — Supporting Third-Party Content Aggregators

Published: 14 May 2019

ID: G00367495

Analyst(s): Charles Golvin

Summary

A brand site’s role as a key customer touchpoint is vital — and changing. As third-party aggregators, standardized business listings and virtual agents become customer journey start points, marketing leaders must retool web content to feed these services and support an evolving customer journey.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Your Website Is a Hub Connecting Aggregator Bots to Your Content
    • Adapt to the Rise of Voice and Visual Search
    • Use Visual Search Insights as a Source of Contextual Information
  • Flexible Content That Bots Can Find Is a Competitive Advantage
    • Simplify Content Reuse With a Structured Content Schema

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