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