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Alexa, How Do I Do SEO For You? By Navneet Virk


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From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: "Alexa, How Do I Do SEO For You?". PRESENTATION: "Alexa, How Do I Do SEO For You?" - Given by Navneet Virk - Isobar, Vice President, Data and Optimization. #SMX #22A2

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Alexa, How Do I Do SEO For You? By Navneet Virk

  1. 1. #SMX #22A2 @navneet_s_virk Optimizing for Amazon Echo "Alexa, How Do I Do SEO For You?"
  2. 2. #SMX #22A2 @navneet_s_virk Optimizing for Amazon Echo "Alexa, How Do I Do SEO For You?"
  3. 3. • Full-service digital agency, part of the Dentsu Aegis Network • Unique multi-disciplinary approach • U.S. offices in Boston, Chicago, Denver, Detroit, New York • Isobar NowLab innovation accelerators in North America, South America, Europe, and Asia • MIT Media Lab sponsor Isobar conceives, designs and builds experiences for the world’s largest organizations 5,700 People Globally 500 U.S. Employees 85 Offices Globally 400+ Awards in last three years
  4. 4. #SMX #22A2 @navneet_s_virk Key long term clients
  5. 5. #SMX #22A2 @navneet_s_virk • Screen-less search • Amazon Echo – Scope & Scale • Opportunity • Maximizing the opportunity • Potential Evolutions Agenda
  6. 6. #SMX #22A2 @navneet_s_virk • Screen-less search implies the use of voice command to search and the results are returned in voice responses. • The definition essentially remove the voice search platforms like Siri, Cortana and Google Voice Mobile. What is Screen-less search?
  7. 7. #SMX #22A2 @navneet_s_virk Amazon Echo - Scale • More than 6M Amazon Echo devices sold worldwide • Alexa now has more than 10,000 skills and new skills are being created every day. • Based on the recent Bloomreach survey, 55% go to Amazon first when searching for products.
  8. 8. #SMX #22A2 @navneet_s_virk And people are getting comfortable with the idea transacting on Amazon Echo. Amazon Echo - Scale
  9. 9. #SMX #22A2 @navneet_s_virk What is the Opportunity?
  10. 10. #SMX #22A2 @navneet_s_virk How can you benefit from the channel? Sales & Conversions Branding & Engagement Depending on your business, there are two primary ways to think about benefiting from Amazon Echo. • Local brick-and-mortar businesses (restaurants, automotive shops, dry cleaners, etc.) • Ecom/Retailers (online and offline) Content Providers: Media/News sites, dictionary/thesaurus, Deals etc.
  11. 11. #SMX #22A2 @navneet_s_virk Conversational search provides more data to allow brands an opportunity to deliver tailored experiences/responses. What does each search query contains? Intent Action Context
  12. 12. #SMX #22A2 @navneet_s_virk Like any other marketing strategy, it is important to start with the understanding of key moments that drive users into action. Identify the moments that are an opportunity for your brand and map them to your Alexa search strategy. Approach: Identify & Map the moments KNOW GO DO BUY Search, news, weather etc. Directions, traffic etc. play music, control devices etc. Transaction
  13. 13. #SMX #22A2 @navneet_s_virk Search phrases tailored these moments can also indicate user intent and opportunity for the brands. At a high level, conversational queries fall into the following categories and can help dictate the content/tactic needed to respond and engage. Approach: Ensure your content is tailored to moments What/Who? How? When? Where? Purely informational intent Informational intent that can be captured through deeper content. Action intent High action intent
  14. 14. #SMX #22A2 @navneet_s_virk Maximizing the Opportunity of Conversational Search
  15. 15. #SMX #22A2 @navneet_s_virk Keywords are actually questions! Think about what you would ask? Conversational Search queries tend to be longer and more contextual. Keywords
  16. 16. #SMX #22A2 @navneet_s_virk Amazon Keyword Data • Leverage free tools like Sonar and to estimate the keyword popularity and discover related terms for optimization.
  17. 17. #SMX #22A2 @navneet_s_virk Content Development & Optimization • To improve the chances of getting selected as the answer for queries, construct the explore the possibility of having some key content in Q&A format • And for broader visibility reasons, leverage Schema Markup for any structured content (especially locations and product attributes)
  18. 18. #SMX #22A2 @navneet_s_virk If you are selling your products on, explore the Amazon’s Choice program. Key considerations: • The product must be available through Amazon Prime • Manage low shipping duration • The product must be rated well for price, shipping speed, reviews • Good SEO practice/selecting targeted keywords Leverage Specific Opportunities
  19. 19. #SMX #22A2 @navneet_s_virk Voice Assistant Evolution
  20. 20. #SMX #22A2 @navneet_s_virk Bring on the Screen!
  21. 21. #SMX #22A2 @navneet_s_virk Search Suggestions