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Optimizing Content for Voice Search and Virtual Assistants By Benu Aggarwal

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Optimizing Content For Voice Search & Virtual Assistants . PRESENTATION: Optimizing Content for Voice Search and Virtual Assistants - Given by Benu Aggarwal, @milestonemktg - Milestone Internet Marketing, President & Founder. #SMX #13A

Published in: Marketing

Optimizing Content for Voice Search and Virtual Assistants By Benu Aggarwal

  1. 1. #SMX #13A @benuaggarwal Optimizing Content For Voice Search & Virtual Assistants -
  2. 2. #SMX #13A @benuaggarwal Optimizing Content For Voice Search & Virtual Assistants -
  3. 3. #SMX #13A @benuaggarwal OUR CUSTOMERSHOTEL CHAINS OWNERSHIP GROUPS & MGMT. COMPANIES INDEPENDENT HOTELS & GROUPS ENTERPRISE (NON- HOSPITALITY) SOME OF OUR 2000+ CUSTOMERS Hospitality | Retail | Financial Services
  4. 4. #SMX #13A @benuaggarwal Milestone, the one stop digital marketers Builder Local Social Reviews Insights Analytics Design Content Creative SEO & local Digital media advertising Social marketing SupportMarketing analytics Full Service Digital Agency Platform independent services The Digital Presence Cloud Software for digital marketers Silicon Valley ~ Chicago ~ D.C. ~2,000+ customers ~300+ Awards Hospitality - Retail - Finance
  5. 5. #SMX #13A @benuaggarwal4 The Milestone Digital Presence Cloud Builder Local Intelligence AnalyticsReviews Social CREATE ENGAGE UNDERSTAND Website development Social & digital marketing Reporting & analytics softwareservices
  6. 6. #SMX #13A @benuaggarwal Agenda 1. Growth in Voice Search 2. Search has changed 3. Connecting People, Places and Entity 4.Smarter Devices and More Accurate Answers 5. Using Voice Search and FAQ – Case study and results 6.Your Own Conversational Engine 7. Optimize your Website for Voice Search 8.Key Take Away 5
  7. 7. #SMX #13A @benuaggarwal It’s a brave new World 50% 18% 18% of local searches lead to a sale within 24 hours of search is performed on a non-pc device of mobile users “search” for a local business 82% 50% 50% of mobile visitors who perform a local search will visit a store within 1 day
  8. 8. #SMX #13A @benuaggarwal Search has changed 2008 Queries Dup Eliminate duplicat e content Text Keyword driven Source: Google, Apple Stuffing Penalize bad links & keyword stuffing Content Put emphasis on page content Voice Question driven Questions
  9. 9. #SMX #13A @benuaggarwal AI is driving a new reality Smart digital assistants are responding to user needs, not user searches “…tell me the best hotel to stay at in Chicago…”
  10. 10. #SMX #13A @benuaggarwal Devicesaregettingsmarter Google Assistant Apple Siri Amazon Echo Proactive suggestions Leverage your web site through topical markup Augmented through other sources like maps & location DB What is the best hotel in Chicago?
  11. 11. #SMX #13A @benuaggarwal How does a Personal Assistant Work? Gives Proactive Suggestions Data is collected from your website through Structure Markups Most critical information on your website needs to be marked up with tags defined by Schema.org 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
  12. 12. #SMX #13A @benuaggarwal CONNECTING PEOPLE, PLACES AND ENTITY Have Your Identity On The Web – Knowledge Graph, Voice Search, Machine Learning.. PEOPLE PLACES THINGS
  13. 13. #SMX #13A @benuaggarwal The “FEATURED” SNIPPET 63% CTR 340% Sessions 400% Page views Hotel Nikko Success Story
  14. 14. #SMX #13A @benuaggarwal PROVIDE“ANSWERS”FORQUESTIONS Google now drives Direct Answers
  15. 15. #SMX #13A @benuaggarwal CONTROLTHEANSWERS
  16. 16. #SMX #13A @benuaggarwal HOW DID WE DO THIS?
  17. 17. #SMX #13A @benuaggarwal FAQ AND VOICE SEARCH
  18. 18. #SMX #13A @benuaggarwal The “Featured” snippet 17 63% CTR 340% Sessions 400% Page views Hotel Nikko Success Story
  19. 19. #SMX #13A @benuaggarwal AMAZING ROI
  20. 20. #SMX #13A @benuaggarwal Now What – MAKE YOUR OWN CONVERSATIONAL ENGINE 1. Technology should understand intelligent conversational and SHOULD speak human language 2. API.AI is useful in building conversational interfaces for chatbots, smart home devices, wearables etc. 3. Leverages Speech toText, Natural Language Processing and Artificial Intelligence
  21. 21. #SMX #13A @benuaggarwal Integration across VA and Most Popular Platform 20
  22. 22. #SMX #13A @benuaggarwal 4 Get started: Step - 1 Create agent
  23. 23. #SMX #13A @benuaggarwal 4 Get started: Step - 1 Create agent
  24. 24. #SMX #13A @benuaggarwal 4 Get started: Step - 2 Create entities
  25. 25. #SMX #13A @benuaggarwal 4 Get started: Step - 2 Create entities
  26. 26. #SMX #13A @benuaggarwal 4 Get started: Step - 3 Create intents
  27. 27. #SMX #13A @benuaggarwal 4 Get started: Step - 4 Test & Train Agent Once the agent is trained and tested, it is ready for integration without application or device using webhook tool, API.AI SDKs and API.AI integrations.
  28. 28. #SMX #13A @benuaggarwal Understanding Voice Quires Voice Search or Search by Voice - Allows users to use Google Search by speaking The Voice Search/Speech Recognition uses the Web Speech API to convert your spoken words into text.
  29. 29. #SMX #13A @benuaggarwal KEY TAKE AWAY Leverage Voice Search Focus on Answers “Own” the featured snippet Build a conversational engine Web-speech API to search your website
  30. 30. #SMX #13A @benuaggarwal ThankYou Questions? www.milestoneinternet.com blog.milestoneinternet.com @benuaggarwal http://www.facebook.com/Milestoneinc
  31. 31. #SMX #13A @benuaggarwal Enhance voice results with attributes Find pet friendly hotels in San Francisco…
  32. 32. #SMX #13A @benuaggarwal SEE YOU AT THE NEXT #SMX! THANK YOU!

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