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MANYMINDS MEETS: GIVE IT A GO
LET’S TALK VOICE SEARCH
@LukeTheMono#mmgiveitago
Who here has used voice
search before?
How about in the past
month?
The estimated number of people who used
voice search in the past month
of all internet users
10%
50%of all searches
are expected to be voice searches
by 2020.
It’s changing how people
search
Evokes a more natural,
conversational search behaviour
isle of wight ferry
when’s the next ferry to
the isle of wight?
Queries are more question
based
2012 vs. 2013
It’s changing what people
search
So, what should we do as
marketers?
JOIN THE
CONVERSATION
Understand the ‘what’,
‘why’ and ‘how’
are our users searching?
What
SEOs are still guilty of focusing
heavily on vanity search terms
Clicks
Relevancy
Frequency
Utility
This isn’t effective
targeting
Voice search demands a
long-tail strategy
Do some digging
Identify current vs.
potential voice
search visibility
Current Visibility – Google Search Console
Current Visibility – Google Search Console
Link GA to GSC
Current Visibility – Google Analytics
No text vs. voice input
segment
Text and voice queries are
easy to differentiate
Current Visibility – SISTRIX
Current Visibility – SISTRIX
Featured snippets are
driving Google’s voice
search efforts
Potential Visibility – Answer The Public
Potential Visibility – Storybase
storybase.com/mmgiveitago
Extended Free Trial
Now, we make sense of
the data
One keyword != one page
Create themes
Categorise your keywords into themes
Long-tail
keywords
Theme 2
Theme 3
Theme 4
Theme 1
Categorise your keywords into themes
Isle of
Wight
Accom’
Food &
Drink
Attractions
Travel
Update your keyword
research every 6 months
Search behaviour changes
- so should your targeting
are our users searching?
Why
Understand the intent
behind a search
MICRO-MOMENTS
AN INTENT-RICH MOMENT
WHEN A PERSON TURNS TO A
DEVICE TO ACT ON A NEED
Google
QUERIES IDENTIFIED
THE INTENT
can we target them?
How
Output
Queries
Micro-
moment
Themes
Voice search doesn’t
return one type of result
Understand the search landscape you’re entering
Output
Themes
Micro-
moments
Search
Landscape
Queries
to be heard…
How
Q&A Content
FAQ Content
Long-form Blog Content
Create content that
answers questions
Address queries directly and
then expand
Write around themes
Use synonyms and
variations
And most of all…
Think ‘human’, not ‘robot’
More?
Be Mobile
The percentage of mobile queries that
were voice searches by May 2016.
A clear relationship
between mobile and voice
search
Offer optimal mobile usability
Be quick! Mobile users expect
instant access
Be Local
3xmore likely
Of a search having local intent if done by
mobile-voice search vs. text-based.
Make sure you have a presence here
Consistent NAP structure
across all online profiles
Acquire and maintain positive
reviews on your local listings
Use Structured Data
Provide crawlers with
context for your content
Make it easy for crawlers to
identify the ‘good stuff’
Fin.
Develop a long-tail keyword
targeting strategy.
1.
Create relevant, informed content
for people.
2.
Be mobile. Be local. Make the
most of structured data.
3.
Luke Monaghan
WITH VOICE SEARCH, IT’S
MAINLY ONE RESULT THAT
MATTERS.
MAKE IT YOUR RESULT.”
Thanks
for listening.
@Koozai
Facebook.com/koozai
0330 353 0300
luke.monaghan@koozai.com
www.koozai.com
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
Let's Talk Voice Search
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Let's Talk Voice Search

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The growth in voice search has been undeniably huge – discover how we can optimise for the fastest growing type of search.

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Let's Talk Voice Search

  1. 1. MANYMINDS MEETS: GIVE IT A GO LET’S TALK VOICE SEARCH @LukeTheMono#mmgiveitago
  2. 2. Who here has used voice search before?
  3. 3. How about in the past month?
  4. 4. The estimated number of people who used voice search in the past month
  5. 5. of all internet users 10%
  6. 6. 50%of all searches are expected to be voice searches by 2020.
  7. 7. It’s changing how people search
  8. 8. Evokes a more natural, conversational search behaviour
  9. 9. isle of wight ferry
  10. 10. when’s the next ferry to the isle of wight?
  11. 11. Queries are more question based
  12. 12. 2012 vs. 2013
  13. 13. It’s changing what people search
  14. 14. So, what should we do as marketers?
  15. 15. JOIN THE CONVERSATION
  16. 16. Understand the ‘what’, ‘why’ and ‘how’
  17. 17. are our users searching? What
  18. 18. SEOs are still guilty of focusing heavily on vanity search terms
  19. 19. Clicks Relevancy
  20. 20. Frequency Utility
  21. 21. This isn’t effective targeting
  22. 22. Voice search demands a long-tail strategy
  23. 23. Do some digging
  24. 24. Identify current vs. potential voice search visibility
  25. 25. Current Visibility – Google Search Console
  26. 26. Current Visibility – Google Search Console
  27. 27. Link GA to GSC
  28. 28. Current Visibility – Google Analytics
  29. 29. No text vs. voice input segment
  30. 30. Text and voice queries are easy to differentiate
  31. 31. Current Visibility – SISTRIX
  32. 32. Current Visibility – SISTRIX
  33. 33. Featured snippets are driving Google’s voice search efforts
  34. 34. Potential Visibility – Answer The Public
  35. 35. Potential Visibility – Storybase
  36. 36. storybase.com/mmgiveitago Extended Free Trial
  37. 37. Now, we make sense of the data
  38. 38. One keyword != one page
  39. 39. Create themes
  40. 40. Categorise your keywords into themes Long-tail keywords Theme 2 Theme 3 Theme 4 Theme 1
  41. 41. Categorise your keywords into themes Isle of Wight Accom’ Food & Drink Attractions Travel
  42. 42. Update your keyword research every 6 months
  43. 43. Search behaviour changes - so should your targeting
  44. 44. are our users searching? Why
  45. 45. Understand the intent behind a search
  46. 46. MICRO-MOMENTS
  47. 47. AN INTENT-RICH MOMENT WHEN A PERSON TURNS TO A DEVICE TO ACT ON A NEED Google
  48. 48. QUERIES IDENTIFIED THE INTENT
  49. 49. can we target them? How
  50. 50. Output Queries Micro- moment Themes
  51. 51. Voice search doesn’t return one type of result
  52. 52. Understand the search landscape you’re entering
  53. 53. Output Themes Micro- moments Search Landscape Queries
  54. 54. to be heard… How
  55. 55. Q&A Content
  56. 56. FAQ Content
  57. 57. Long-form Blog Content
  58. 58. Create content that answers questions
  59. 59. Address queries directly and then expand
  60. 60. Write around themes
  61. 61. Use synonyms and variations
  62. 62. And most of all…
  63. 63. Think ‘human’, not ‘robot’
  64. 64. More?
  65. 65. Be Mobile
  66. 66. The percentage of mobile queries that were voice searches by May 2016.
  67. 67. A clear relationship between mobile and voice search
  68. 68. Offer optimal mobile usability
  69. 69. Be quick! Mobile users expect instant access
  70. 70. Be Local
  71. 71. 3xmore likely Of a search having local intent if done by mobile-voice search vs. text-based.
  72. 72. Make sure you have a presence here
  73. 73. Consistent NAP structure across all online profiles
  74. 74. Acquire and maintain positive reviews on your local listings
  75. 75. Use Structured Data
  76. 76. Provide crawlers with context for your content
  77. 77. Make it easy for crawlers to identify the ‘good stuff’
  78. 78. Fin.
  79. 79. Develop a long-tail keyword targeting strategy. 1.
  80. 80. Create relevant, informed content for people. 2.
  81. 81. Be mobile. Be local. Make the most of structured data. 3.
  82. 82. Luke Monaghan WITH VOICE SEARCH, IT’S MAINLY ONE RESULT THAT MATTERS. MAKE IT YOUR RESULT.”
  83. 83. Thanks for listening. @Koozai Facebook.com/koozai 0330 353 0300 luke.monaghan@koozai.com www.koozai.com

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