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#SMX #32A @Jenstar
Is Your Content Ready?
Content for the
Voice Search
Generation
#SMX #32A @Jenstar
About Me
Jennifer	Slegg	
	
Founder/Editor	of	
The	SEM	Post	
	
You	can	find	me	at	
@jenstar	
@TheSEMPost	...
#SMX #32A @Jenstar
Why Should Marketers Care
About Voice Search?
How Can You Create Voice
Search Friendly Content?
Finding...
#SMX #32A @Jenstar
20%	of	mobile	queries	are	voice…	
…	and	that	number	is	rising.	
	
Last	year,	the	number	of	voice	search...
#SMX #32A @Jenstar
Over	half	of	US	teens	&	
41%	of	US	adults	use	voice		
search…	
…	on	a	DAILY	basis.	
Why Should Marketer...
#SMX #32A @Jenstar
30x	more	action	queries	with	voice	search.	
	
We	get	about	30	times	more	action	queries	by	voice	than	b...
#SMX #32A @Jenstar
Your	most	important	action	query	
Why Should Marketers Care About Voice Search?
#SMX #32A @Jenstar
Not Just Mobile… But Desktop Too
#SMX #32A @Jenstar
Not Just Mobile… But Assistants Too
#SMX #32A @Jenstar
So What Are They Searching For?
#SMX #32A @Jenstar
Local Business or Website?
22%	
Local	Info	
21%	
30%	
27%	
Voice	Queries	
Local	Information	
Fun	&	Ente...
#SMX #32A @Jenstar
Fun & Entertainment
22%	
21%	
Entertainment	
30%	
27%	
Voice	Queries	
Local	Information	
Fun	&	Entertai...
#SMX #32A @Jenstar
Voice	search	queries	have	more	featured	snippets	(aka	“answer	
box”)	than	text	queries	
•  43.3%	for	vo...
#SMX #32A @Jenstar
Google	reinforces	your	brand	in	
voice	search	when	you	get	the	
featured	snippet.	
	
“According	to	The	...
#SMX #32A @Jenstar
But	we	can’t	all	be	big	well	known	
brands…	but	Google	does	the	same	
for	small	brands	too!	
	
“Accordi...
#SMX #32A @Jenstar
RankBrain… Google’s Latest Algo Piece
#SMX #32A @Jenstar
•  Stronger	influence	on	15%	search	queries	Google	has	never	seen	
previously.	
•  Able	to	better	rank	c...
#SMX #32A @Jenstar
So	how	do	you	optimize	for	RankBrain?	
	
Conversational	search…		
(yes,	voice	queries	tend	to	be	conver...
#SMX #32A @Jenstar
So Now We Know Why Voice Search is Awesome
But How Does Voice Search Affect Content Strategy?
#SMX #32A @Jenstar
Queries	are	LONGER	for	voice	search.	
Searchers	can	SPEAK	many	times	faster	than	TYPING	
•  Conversatio...
#SMX #32A @Jenstar
This	is	time	to	shine	for…	
•  Less	competitive	queries	
•  Lower	search	volume	
•  Higher	intent!	
Alt...
#SMX #32A @Jenstar
Finding	your	long	tails	to	create	voice	friendly	content	
“Loans”	–	still	plenty	of	long	tail		
Think L...
#SMX #32A @Jenstar
Think Long Tail
#SMX #32A @Jenstar
Are You Answering the Question
That Many Voice Queries Are Asking?
#SMX #32A @Jenstar
There	is	a	61%	growth	in	queries	starting	with…	
•  Who	
•  What	
•  Where	
•  How	
Are You Answering t...
#SMX #32A @Jenstar
Almost	10%	of	voice	search	queries	start	with…	
	
	
	
	
	
	
But	only	3.7%	of	text	queries	do	
Are You A...
#SMX #32A @Jenstar
“How”	–	3.6%	of	ALL	voice	search	queries	
	
“What”	–	3.5%	of	ALL	voice	search	queries	
Are You Answerin...
#SMX #32A @Jenstar
ADDED	BONUS	
	
These	tend	to	be	
Featured	Snippets	
for	brand	
reinforcement!	
Are You Answering the Qu...
#SMX #32A @Jenstar
how	to	make	chai	tea	latte	
how	to	make	latte	art	
how	to	make	latte	
how	to	make	a	latte	at	home	
how	...
#SMX #32A @Jenstar
#SMX #32A @Jenstar
#SMX #32A @Jenstar
Is Your Local Business
Voice Search Ready?
Probably Not….
#SMX #32A @Jenstar
•  Mobile	Friendly		
•  …	and	start	to	think	about	AMP	
•  Text	Information	(No	Flash	/	Splash)	
•  Thi...
#SMX #32A @Jenstar
•  Information	people	search	for	about	your	business	
•  Are	you	known	for	being	“near	[Location	/	Land...
#SMX #32A @Jenstar
•  Restaurants…	
•  If	menu	is	PDF,	add	featured	menu	items	to	a	regular	non-PDF	page	
(PDFs	can	be	har...
#SMX #32A @Jenstar
Finding Your Voice Queries
#SMX #32A @Jenstar
•  Who	
•  What	
•  Where	
•  How	
•  Implied	queries	
	
Finding Likely Voice Queries in Search Analyti...
#SMX #32A @Jenstar
Use	Search	Analytics	to	find	likely	featured	snippets	
	
OR	paid	third	party	tools	track	featured	snippe...
#SMX #32A @Jenstar
By	2020…	
•  200	billion	voice	search	queries	per	month	
•  50%	of	search	queries.	
	
Source:	comScore	...
#SMX #32A @Jenstar
Jennifer	Slegg	
	
Founder/Editor	of	The	SEM	Post	
	
You	can	find	me	at	
@jenstar	
@TheSEMPost		
www.TheS...
#SMX #32A @Jenstar
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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Content Optimization For The Voice Search Generation By Jennifer Slegg

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Optimizing Content For Voice Search & Virtual Assistants. PRESENTATION: Content For The Voice Search Generation - Given by Jennifer Slegg, @jenstar - The SEM Post, Editor. #SMX #32A

Published in: Marketing

Content Optimization For The Voice Search Generation By Jennifer Slegg

  1. 1. #SMX #32A @Jenstar Is Your Content Ready? Content for the Voice Search Generation
  2. 2. #SMX #32A @Jenstar About Me Jennifer Slegg Founder/Editor of The SEM Post You can find me at @jenstar @TheSEMPost www.TheSEMPost.com
  3. 3. #SMX #32A @Jenstar Why Should Marketers Care About Voice Search? How Can You Create Voice Search Friendly Content? Finding the Voice Search Queries You Rank For
  4. 4. #SMX #32A @Jenstar 20% of mobile queries are voice… … and that number is rising. Last year, the number of voice searches have doubled – have more than doubled – than the year before. Source: Gary Illyes, Google http://www.thesempost.com/number-of-voice-searches-in-google-doubled-in-last-year/ Why Should Marketers Care About Voice Search?
  5. 5. #SMX #32A @Jenstar Over half of US teens & 41% of US adults use voice search… … on a DAILY basis. Why Should Marketers Care About Voice Search?
  6. 6. #SMX #32A @Jenstar 30x more action queries with voice search. We get about 30 times more action queries by voice than by typing. So there is definitely a shift happening. Source: Mariya Moeva, Google http://www.thesempost.com/google-voice-searches-30-times-like-action-queries/ Why Should Marketers Care About Voice Search?
  7. 7. #SMX #32A @Jenstar Your most important action query Why Should Marketers Care About Voice Search?
  8. 8. #SMX #32A @Jenstar Not Just Mobile… But Desktop Too
  9. 9. #SMX #32A @Jenstar Not Just Mobile… But Assistants Too
  10. 10. #SMX #32A @Jenstar So What Are They Searching For?
  11. 11. #SMX #32A @Jenstar Local Business or Website? 22% Local Info 21% 30% 27% Voice Queries Local Information Fun & Entertainment General Information Personal Assistant
  12. 12. #SMX #32A @Jenstar Fun & Entertainment 22% 21% Entertainment 30% 27% Voice Queries Local Information Fun & Entertainment General Information Personal Assistant
  13. 13. #SMX #32A @Jenstar Voice search queries have more featured snippets (aka “answer box”) than text queries •  43.3% for voice queries •  40.6% for text queries More importantly, Google often reads these answers to the searcher, starting with According to [Your Site Name]… Featured Snippets
  14. 14. #SMX #32A @Jenstar Google reinforces your brand in voice search when you get the featured snippet. “According to The Food Network…” Featured Snippets
  15. 15. #SMX #32A @Jenstar But we can’t all be big well known brands… but Google does the same for small brands too! “According to The SEM Post…” “We found this information on The SEM Post…” Featured Snippets
  16. 16. #SMX #32A @Jenstar RankBrain… Google’s Latest Algo Piece
  17. 17. #SMX #32A @Jenstar •  Stronger influence on 15% search queries Google has never seen previously. •  Able to better rank conversational search queries with keywords like “without”. •  Third most important signal (behind content & links). RankBrain… Google’s Latest Algo Piece
  18. 18. #SMX #32A @Jenstar So how do you optimize for RankBrain? Conversational search… (yes, voice queries tend to be conversational search) Source: http://www.thesempost.com/google-how-to-optimize-for-googles-rankbrain/ RankBrain… Google’s Latest Algo Piece
  19. 19. #SMX #32A @Jenstar So Now We Know Why Voice Search is Awesome But How Does Voice Search Affect Content Strategy?
  20. 20. #SMX #32A @Jenstar Queries are LONGER for voice search. Searchers can SPEAK many times faster than TYPING •  Conversational search Average query length for voice: 4.2 Average query length for text: 3.2 Think Long Tail
  21. 21. #SMX #32A @Jenstar This is time to shine for… •  Less competitive queries •  Lower search volume •  Higher intent! Although long tail keywords are searched for less, they also tend to be more likely to convert… Think Long Tail
  22. 22. #SMX #32A @Jenstar Finding your long tails to create voice friendly content “Loans” – still plenty of long tail Think Long Tail
  23. 23. #SMX #32A @Jenstar Think Long Tail
  24. 24. #SMX #32A @Jenstar Are You Answering the Question That Many Voice Queries Are Asking?
  25. 25. #SMX #32A @Jenstar There is a 61% growth in queries starting with… •  Who •  What •  Where •  How Are You Answering the Question?
  26. 26. #SMX #32A @Jenstar Almost 10% of voice search queries start with… But only 3.7% of text queries do Are You Answering the Question?
  27. 27. #SMX #32A @Jenstar “How” – 3.6% of ALL voice search queries “What” – 3.5% of ALL voice search queries Are You Answering the Question?
  28. 28. #SMX #32A @Jenstar ADDED BONUS These tend to be Featured Snippets for brand reinforcement! Are You Answering the Question?
  29. 29. #SMX #32A @Jenstar how to make chai tea latte how to make latte art how to make latte how to make a latte at home how to make a chai latte how to make green tea latte how to make pumpkin spice latte how to do latte art how to make a pumpkin spice latte how to make matcha latte Giving “Latte” the Voice Search Keyword Treatment what is in a latte what is a chai tea latte what is the difference between a latte and a cappuccino what is a cafe latte what is in a chai tea latte what is a latte macchiato what is a mocha latte what is in a pumpkin spice latte what is a skinny latte
  30. 30. #SMX #32A @Jenstar
  31. 31. #SMX #32A @Jenstar
  32. 32. #SMX #32A @Jenstar Is Your Local Business Voice Search Ready? Probably Not….
  33. 33. #SMX #32A @Jenstar •  Mobile Friendly •  … and start to think about AMP •  Text Information (No Flash / Splash) •  This includes address, hours, phone number •  Brands you sell (not just logos!) Voice Ready Local Content
  34. 34. #SMX #32A @Jenstar •  Information people search for about your business •  Are you known for being “near [Location / Landmark]” Add it! •  Add a FAQ Voice Ready Local Content
  35. 35. #SMX #32A @Jenstar •  Restaurants… •  If menu is PDF, add featured menu items to a regular non-PDF page (PDFs can be hard for some mobiles, and usually not mobile friendly) Voice Ready Local Content
  36. 36. #SMX #32A @Jenstar Finding Your Voice Queries
  37. 37. #SMX #32A @Jenstar •  Who •  What •  Where •  How •  Implied queries Finding Likely Voice Queries in Search Analytics
  38. 38. #SMX #32A @Jenstar Use Search Analytics to find likely featured snippets OR paid third party tools track featured snippets (and you can check your competitor’s featured snippets too)… Bonus: Finding Featured Snippets
  39. 39. #SMX #32A @Jenstar By 2020… •  200 billion voice search queries per month •  50% of search queries. Source: comScore Will your content be ready? And Two Final Stats…
  40. 40. #SMX #32A @Jenstar Jennifer Slegg Founder/Editor of The SEM Post You can find me at @jenstar @TheSEMPost www.TheSEMPost.com Thank You
  41. 41. #SMX #32A @Jenstar LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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