How to use SEO to maximize your site's visibility in voice search and how to research the long-tail keyword opportunities. This deck is from my April 2019 presentation with PRNews (The New Rules of SEO - https://www.prnewsonline.com/webinars/seo-strategies-for-2019-and-beyond/).

1. Voice Search &
Long-Tail Keyword
Research
© 2017 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.

2. Charles Taylor
SEO Manager – Verizon (VCM & VBM)
• SEO since 2003
• “Search Nerd”
• CharlesHTaylor on LinkedIn & Twitter
• Google: “Charles Taylor SEO”
2

3. Agenda
1. Understanding Voice Search
2. The Technical Aspects of Voice Search
3. Getting your Piece of the Pie
4. Long-Tail Keyword Research Tactics
3
@CharlesHTaylor
#PRNews

4. 4
Voice Search is Growing
• 50% of all searches will be voice searches by
2020**
• Voice input is the
fastest growing trend
in search.
• 53% of smart home
users conduct
searches daily.
• 43% of voice-enabled
device owners use
their device to shop.
@CharlesHTaylor
#PRNews

5. 5
Voice Search – Availability & Appropriateness
How do users want to consume information? How are users able to enter information?
Source: https://www.distilled.net/resources/voice-marketing-tactics-theres-only-100k-searches-a-month-up-for-grabs-anyway/
@CharlesHTaylor
#PRNews

6. 6
Smart Displays with Google Assistant
Source: https://www.blog.google/products/assistant/first-smart-displays-google-assistant-are-now-available-stores/
@CharlesHTaylor
#PRNews

7. 7
Voice Search – Service & Devices
@CharlesHTaylor
#PRNews
Service
Underlying
technology
Platform
Device & ecosystems
Search Engine
Device & ecosystems
Est. Market Share
Device & ecosystems
Alexa Assistant Siri
• Echo devices
• Amazon Fire TV Stick
• Google Home devices
• Android devices
• Web-based products
• iPhone
• HomePod Speakers, Apple TV
• iOS, MacOS, WatchOS
devices
• Bing
• Wikipedia
• Google • Google (since Nov 2017)
• Previously Bing
41% 28% 6%

8. Where Does Google
Get Answers?
© 2019 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.

9. 9
Voice Search – Where Do They Pull Data From?
@CharlesHTaylor
#PRNews

10. 10
Answer Boxes
@CharlesHTaylor
#PRNews

11. 11
How Do They Pull Data?
@CharlesHTaylor
#PRNews

12. 12
People Also Ask
@CharlesHTaylor
#PRNews

13. How to Control the
Answers…
© 2019 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.

14. 14
We Added FAQs to Assist Searchers
@CharlesHTaylor
#PRNews

15. 15
Schema Helps Voice Search Understand Answers
Using http://schema.org/Question
Where is Fios currently available?
Verizon Fios fiber optic internet is available to over 15
million homes and businesses across our network.
Residents of New England and the Mid-Atlantic can use
our availability checker to see if Fios is available in your
zip code.
Verizon’s 100% fiber optic network offers the fastest
internet download speeds and upload speeds* on the most
reliable network. Whether you’re a casual web browser,
an extreme gamer, or a business professional, Fios fiber
internet meets your demands.
* Speeds up to 940 Mbps download and 880 Mbps upload
available in select areas of NY, NJ, Philadelphia, PA,
Boston, MA, Providence, RI, Washington, DC and
Norfolk and Richmond, VA. Symmetrical speeds up to
500/500 Mbps available in other Fios areas.
<!--1 FAQ-->
<li class="m_accordion-summary m_single" data-accordion="" data-accordion-
group="Alpha">
<div itemscope itemtype="http://schema.org/Question">
<h5 itemprop="text">Where is Fios currently available?</h5>
</li>
<li class="m_accordion-details m_single" style="display: none;">
<div itemprop="acceptedAnswer" itemscope itemtype="http://schema.org/Answer">
<p itemprop="text">Verizon Fios fiber optic internet is available to over 15 million
homes and businesses across our network. Residents of New England and the Mid-
Atlantic can use our availability checker to see if Fios is available in your zip code.</p>
<p itemprop="text">Verizon’s 100% fiber optic network offers the fastest internet
download speeds and upload speeds* on the most reliable network. Whether you’re a
casual web browser, an extreme gamer, or a business professional, Fios fiber internet
meets your demands.</p>
<p class="text-small" itemprop="text">* Speeds up to 940 Mbps download and 880
Mbps upload available in select areas of NY, NJ, Philadelphia, PA, Boston, MA,
Providence, RI, Washington, DC and Norfolk and Richmond, VA. Symmetrical speeds
up to 500/500 Mbps available in other Fios areas.</p>
</li>
</div>
</div>
@CharlesHTaylor
#PRNews

16. How to Find
Keywords…
© 2019 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.

17. 17
Keyword Research Tactics
Google can be our friend…
@CharlesHTaylor
#PRNews

18. 18
Keyword Research Tool
Find automated solutions…
@CharlesHTaylor
#PRNews

19. 19
Keyword Research Tool
I’m cheap so I like to use Google Trends…
@CharlesHTaylor
#PRNews

20. 20
Keyword Research Tactics
There are other tools, of course…
@CharlesHTaylor
#PRNews

21. To-Do List
1. Voice Search is hear to stay
2. Structure your pages so Google can easily read your content.
3. Use structured data mark-up, like Schema, to feed Google directly.
4. Find the long-tail searches users are typing.
5. Determine the search volume to create optimization priority list.
21
@CharlesHTaylor
#PRNews

22. Thank
you.
© 2019 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.