Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Optimizing Content for Voice Search and Virtual Assistant By Benu Aggarwal

8,935 views

Published on

From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Optimizing Content For Voice Search & Virtual Assistants. PRESENTATION: Optimizing Content for Voice Search and Virtual Assistant - Given by Benu Aggarwal, @milestonemktg - Milestone, President & Founder. #SMX #21A

Published in: Marketing

Optimizing Content for Voice Search and Virtual Assistant By Benu Aggarwal

  1. 1. #SMX #21A @BenuAggarwal Optimizing Content for Voice Search and Virtual Assistant
  2. 2. #SMX #21A @BenuAggarwal We drive online revenue and group leads MILESTONE - BEST OF DIGITAL AGENCY AND SOFTWARE Hospitality | Retail | Finance FullService DigitalAgencyThe Digital PresenceCloud CMS Local Social Reviews Insights Analytics Design Content SEO& local Paid Marketing Social content marketing Analytics& consulting Software for digital marketers Platform independent services SiliconValley ● Chicago ● D.C. | 2,000+ customers | 400+Awards
  3. 3. #SMX #21A @BenuAggarwal TRUSTED BY BRANDS CONSUMERS TRUST
  4. 4. #SMX #21A @BenuAggarwal OPTIMIZING CONTENT FOR VOICE SEARCH & ASSISTANTS Voicesearch: When&Why? Howdoes itwork? Theroleof content Schemas Digitalassets Platformconsiderations Enhanced attributes Results &casestudies Bots&AI Thenextfrontier
  5. 5. #SMX #21A @BenuAggarwal When Why and How
  6. 6. #SMX #21A @BenuAggarwal WHEN DO PEOPLE USE VOICE SEARCH? Driving Doing another activity WatchingTV Working Cooking Exercisingor walking Showering or using the bathroom Withfamily or friends In bed 52.8% 21.3% 7.5% 7.4.8% 5.5% 2.6% 2.3% 0.4% 0.2%
  7. 7. #SMX #21A @BenuAggarwal HOW DOES IT WORK? VOICE SEARCH “What is the best hotel to stay at inChicago…” “Where do I buy a chain saw?” “Where is my nearestATM?” “When does the NewYork MomaClose?” Google Assistant Apple Siri Amazon Echo Voice search implies “singlerightanswer”
  8. 8. #SMX #21A @BenuAggarwal HOW DOES VOICE SEARCH WORKS? Hello Google, find a lounge bar near me” CUSTOMER World class lounge bar in Chicago Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea cov www.yourwebsite.com YOURWEBSITE Looking… PERSONALASSISTANT /VOICE SEARCH
  9. 9. #SMX #21A @BenuAggarwal Create content based on your customer journey Content
  10. 10. #SMX #21A @BenuAggarwal HOW TO OPTIMIZED FOR CONVERSATIONAL QUERIES AND QUESTION SEARCH? By 2020, 50% of search will come from voice Focus on long-tail keywords and natural language that matches conversational tone Complex long-tail queries: Why, What, How, When Shorter interactions - Authoritative and experience driven content yields higher CTR Rich answers leads to 0 position on SERP Empire State Building height – Keyword Search How high is the Empire State Building – Natural Language
  11. 11. #SMX #21A @BenuAggarwal DEVELOP CONTENT FOR EACH CUSTOMER JOURNEY STAGE Dream Plan Book Experience
  12. 12. #SMX #21A @BenuAggarwal CREATE CONTENT FOR EVERY STAGE OF THE JOURNEY Informational Intent 80% Navigational Intent 10% Transactional Intent 10% + Local Intent Branded keyword rankchange: +439% Non-branded keyword rankchange: +2,284%
  13. 13. #SMX #21A @BenuAggarwal HOW TO CREATE CONTENT FOR INFORMATIONAL? Where is Playa delCarmen5th Avenueparking? Whatarethebest PlayadelCarmen5th Avenuerestaurants? ? Whatarethebest PlayadelCarmen 5th Avenueclothing stores? Keyword tools: • MOZ Keyword Explorer • Insights • AnswerThePublic • UberSuggest • Keywordtool.io • Serpstat Questions capture voice and natural search queries Answers are rich, informative, and solve a problem Generates answer boxes on SERP
  14. 14. #SMX #21A @BenuAggarwal FAQ MODULE FOR VOICE SEARCH Well researched query answer appears in Google’s Features Snippets Zero position in search based on schemas and content
  15. 15. #SMX #21A @BenuAggarwal CONTENT Align WITH USER SENTIMENT Likes Dislikes Competitor reviews
  16. 16. #SMX #21A @BenuAggarwal CONTENT OPTIMIZATION: ARE THESE QUESTIONS BEING ANSWERED? Informational Queries: 80% How do I clean my silver jewelry? What new spring charms do you have? What should I get my girlfriend for Christmas? Can I return this necklace? Do you engrave wedding rings? When does the store close?
  17. 17. #SMX #21A @BenuAggarwal MATCHING USER INTENT WITH CONTENT Transactional IntentNavigational IntentInformational Intent Goal: Provide expertise & a positive shopping experience Goal: Convince user to make a purchase Goal: Attract wider users that are unfamiliar with your brand what, why, and how? “About business” “Buy, book, convert” Informational Intent 80% Navigational Intent 10% Transactional Intent 10% + Local Intent Guides How-tos Tools FAQ Store locations Services Press releases Customer service info Videos Product information Comparisons Product stories IWANTTO KNOW IWANTTO GO IWANTTO DO
  18. 18. #SMX #21A @BenuAggarwal 11 19 16 37 - 10 20 30 40 Thousands No Schema Schema Markup 74% more traffic Chainwith300+ locations 1.28% 2.22% 1.67% 3.17% 0.0% 1.0% 2.0% 3.0% No Schema Schema Markup and 30-43% more clicks SCHEMAS MEAN VISIBILITY & TRAFFIC
  19. 19. #SMX #21A @BenuAggarwal FEATURED SNIPPET – WHAT ARE SOME OF THE MUST HAVE Googleenhancesresults,placesin0 PositioninAnswerBox Extractstexttoanswersearcher’s question Contentanswersquickly&includes relatedinfotosparkclickthrough Authoritativeandexperiencedriven contentyieldshigherCTR Featuredsnippetneedsamixoffactors togettothetopofGoogle Google’ssweetspotis54to58words
  20. 20. #SMX #21A @BenuAggarwal DIMENSIONS USED BY RATERS INFORMATIONSATISFACTION Does the content meet information needs? LENGTH Importance of identifying a relevant fragment from a long answer FORMULATION grammatical correctness ELOCUTION proper pronunciation
  21. 21. #SMX #21A @BenuAggarwal ALIGNING WITH USER INTENT = INCREASE IN RANKINGS Total Keywords Pg. 1 Rankings Pg.2 Rankings +85%YoY +957%YoY 100%YoY
  22. 22. #SMX #21A @BenuAggarwal (digital assets, voice search compatibility) Digital Assets & Schemas
  23. 23. #SMX #21A @BenuAggarwal OWNER’S MODULE OURSTORY OURHOTELS HISTORY NEWS&AWARDS LEADERSHIPABOUT
  24. 24. #SMX #21A @BenuAggarwal OWNER’S MODULE <BIO PHOTO> <BIOGRAPHY> <EDUCATION> <CAREER HISTORY> <SOCIAL MEDIA PROFILES> <INVOLVMENTWITH THE BUSINESS> <PERSONAL AWARDS> Schemas give search engines topical relevance for content
  25. 25. #SMX #21A @BenuAggarwal Add relevant answers for information queries and add Schema's IMPACT Rich answers for position zero Traffic for question search Engagement and click through to inside pages Travel Insights (FAQ) on Home Location, Services, Rooms,TTD
  26. 26. #SMX #21A @BenuAggarwal TURNYOUR SITE INTOTHE RESOURCE. GAINTRUST. IMPROVE CONVERSION – DIGITAL ASSESTS ALIGNWITHVOICE SEARCH TRAVEL’S INSIGHTS TRAVEL’S TIPS MOBILE EXPERIENCE Digital Assest align with Voice Search - OPTIMIZE FOR Mobile and Voice
  27. 27. #SMX #21A @BenuAggarwal SCHEMA-WRAPPED EVENTS TARGET CONSUMER NEEDS
  28. 28. #SMX #21A @BenuAggarwal ENHANCED ATTRIBUTES and Cover most critical channels
  29. 29. #SMX #21A @BenuAggarwal ENHANCE LOCAL SEARCH - LEVERAGE KNOWLEDGE GRAPH 28
  30. 30. #SMX #21A @BenuAggarwal MOBILE/ VOICE SEARCH SEO üContext üUser Engagement Signals üSpeed and Accessibility üVerify mobile version of your website – Test pages for mobile friendliness (in depth mobile audit) – Keep all resources crawlable (JS, CSS, images, video etc) – Optimize load time
  31. 31. #SMX #21A @BenuAggarwal AI FIRST
  32. 32. #SMX #21A @BenuAggarwal USING AI Customer Service Bots Help with online FAQs, orders, etc. Marketing Bots Guide users to relevant product or services Product Bots Gather usage data to improve product
  33. 33. #SMX #21A @BenuAggarwal MULTIPLE WAYS TO CONNECT & CHAT WITH CONSUMERS Facebook chat withus Website chat KnowledgeGraphChat Hundreds of ways tochat withvisitors
  34. 34. #SMX #21A @BenuAggarwal FAQs TO BUILD BOTS 33 ANALYZE FAQs TRAIN BOT NLP & ML RESPONSE GroupFAQbysimilarity Prepareutterancesfor eachquestion Derivequestionintent TrainBOTonNLP engine Provideresponsesfor eachintent NLPparsesuserinput MLenginematches inputtobestanswer Respondwith appropriateanswer
  35. 35. #SMX #21A @BenuAggarwal THE WEBSITE INTERCONNECTED CHATBOT Chatbot Liveagent Interconnected learningsystem Publishtosite FAQs PushFAQsto chatbot
  36. 36. #SMX #21A @BenuAggarwal Chat Bot and Centralized Dashboard
  37. 37. #SMX #21A @BenuAggarwal KEY TAKE AWAYS Voicesearch: Thefutureofsearch Createcontent foruserintent Leverage schemas Useenhanced attributes Bots&AI, what’snext
  38. 38. #SMX #21A @BenuAggarwal Know Great People? Careers.milestoneinternet.com Head of SEO/SEM – CA Director of Social – CA/Chicago Sr Customer Success Manager
  39. 39. #SMX #21A @BenuAggarwal https://blog.milestoneinternet.com/industry-news/ebook-6-digital-marketing-trends-that-will-matter-in-2018/
  40. 40. #SMX #21A @BenuAggarwal ThankYou Questions? www.milestoneinternet.com blog.milestoneinternet.com @Benuaggarwal http://www.facebook.com/Milestoneinc

×