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#SMX #32A @TonyENYC
Tony Edward – Sr. SEO Manager, NYU Adjunct Instructor
Optimizing
Content For Voice
Search & Virtual
As...
#SMX #32A @TonyENYC
•  Conversational	search	consists	of	phrases,	questions	and	
sentences	not	single	keywords.	
•  This	i...
#SMX #32A @TonyENYC
How Humans Speak
#SMX #32A @TonyENYC
ü  Build	in-depth	content	that	answers	commonly	asked	questions	
around	your	brand,	services,	products...
#SMX #32A @TonyENYC
•  Customer	Service	–	Start	data	mining	commonly	asked	
questions	from	customers	via	call	centers,	ema...
#SMX #32A @TonyENYC
Content Ideation
#SMX #32A @TonyENYC
Content Structure
•  Ensure	content	is	structured	well	using	headers,	bulleted	or	
numbered	lists	etc....
#SMX #32A @TonyENYC
•  Schema	Markup	is	very	important	to	make	your	content	more	
crawlable	and	increase	the	potential	for...
#SMX #32A @TonyENYC
•  Being	an	online	Entity	and	having	a	brand	Knowledge	Graph	
definitely	helps	your	chances	of	appearin...
#SMX #32A @TonyENYC
CASE STUDIES
#SMX #32A @TonyENYC
Plex.tv
The	Problem	
•  Media	Server	Software/Application	
•  There	is	another	company	also	named	Plex...
#SMX #32A @TonyENYC
Plex.tv
The	Solution	
•  Launched	a	campaign	to	help	the	client	become	an	online	
entity	
•  Expanded	...
#SMX #32A @TonyENYC
Plex.tv
The	Results
#SMX #32A @TonyENYC
Plex.tv
The	Results
#SMX #32A @TonyENYC
Plex.tv
The	Results
#SMX #32A @TonyENYC
Plex.tv
Conversational	Content	Expansion	
•  Helped	Plex	integrate	content	topics	that	answers	commonl...
#SMX #32A @TonyENYC
TimberTech
The	Problem	
•  Develops	outdoor	living	products	such	as	
decking,	railing	etc.	
•  Has	res...
#SMX #32A @TonyENYC
TimberTech
The	Solution	
•  Launched	a	campaign	to	help	the	client	become	an	online	
entity	
•  Create...
#SMX #32A @TonyENYC
TimberTech
The	Results	so	far
#SMX #32A @TonyENYC
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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Optimizing Content For Voice Search & Virtual Assistants By Tony Edward

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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: Optimizing Content For Voice Search & Virtual Assistants - Given by Tony Edward, @tonyenyc - Elite SEM, Senior SEO Manager. #SMX #32A

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Optimizing Content For Voice Search & Virtual Assistants By Tony Edward

  1. 1. #SMX #32A @TonyENYC Tony Edward – Sr. SEO Manager, NYU Adjunct Instructor Optimizing Content For Voice Search & Virtual Assistants
  2. 2. #SMX #32A @TonyENYC •  Conversational search consists of phrases, questions and sentences not single keywords. •  This is directly integrated into Google’s Direct Answers/Rich Results •  Devices such as Amazon Echo, Siri, Google Voice Search are training users to search in a conversational way How Humans Speak
  3. 3. #SMX #32A @TonyENYC How Humans Speak
  4. 4. #SMX #32A @TonyENYC ü  Build in-depth content that answers commonly asked questions around your brand, services, products etc. Who, What, When, Where, Why, and How. ü  Leverage Structured Data Mark up depending on the content type. Schema Article, Person, Organization, Product, Recipe etc. ü  If you’re not already an online entity, begin the process to get to this position. Having a brand Knowledge Graph is helpful. How To Optimize For Voice Search
  5. 5. #SMX #32A @TonyENYC •  Customer Service – Start data mining commonly asked questions from customers via call centers, email and live chat. This includes brand and generic questions. •  Third Party Tools – Leverage tools that aggregate search engine auto search suggestion topics. §  Answerthepublic.com §  Ubersuggest.io Content Ideation
  6. 6. #SMX #32A @TonyENYC Content Ideation
  7. 7. #SMX #32A @TonyENYC Content Structure •  Ensure content is structured well using headers, bulleted or numbered lists etc. if possible
  8. 8. #SMX #32A @TonyENYC •  Schema Markup is very important to make your content more crawlable and increase the potential for rich snippets and rich cards to be generated. •  Article content marked up with Schema Article, News or BlogPosts have the potential to appear in Google Content Carousels Structured Data
  9. 9. #SMX #32A @TonyENYC •  Being an online Entity and having a brand Knowledge Graph definitely helps your chances of appearing in direct answers/rich results. Online Entity
  10. 10. #SMX #32A @TonyENYC CASE STUDIES
  11. 11. #SMX #32A @TonyENYC Plex.tv The Problem •  Media Server Software/Application •  There is another company also named Plex in the technology industry •  Wanted to distinguish itself from the other company •  They were not an online entity. No Knowledge Graph
  12. 12. #SMX #32A @TonyENYC Plex.tv The Solution •  Launched a campaign to help the client become an online entity •  Expanded their existing Wikidata.org profile •  Implemented Organization Schema Markup highlighting their Wikipedia profile, Wikidata profile, Site URL, Site Name, Social Profile links etc.
  13. 13. #SMX #32A @TonyENYC Plex.tv The Results
  14. 14. #SMX #32A @TonyENYC Plex.tv The Results
  15. 15. #SMX #32A @TonyENYC Plex.tv The Results
  16. 16. #SMX #32A @TonyENYC Plex.tv Conversational Content Expansion •  Helped Plex integrate content topics that answers commonly asked questions into their content calendar •  Provided guidelines for structuring content with headers, bulleted lists etc. •  Provided recommendations to leverage Schema Article Markup
  17. 17. #SMX #32A @TonyENYC TimberTech The Problem •  Develops outdoor living products such as decking, railing etc. •  Has resellers and third party sites that carry its products such as Home Depot, Lowes etc. •  Wants to own all brand related searches and appear for questions around its product types. •  Not currently an online entity
  18. 18. #SMX #32A @TonyENYC TimberTech The Solution •  Launched a campaign to help the client become an online entity •  Created Wikidata.org profile & implemented Organization Schema Markup. •  Began developing content around commonly asked questions about the brand, outdoor living, decking, railing etc. Leveraging Schema Article Markup as well.
  19. 19. #SMX #32A @TonyENYC TimberTech The Results so far
  20. 20. #SMX #32A @TonyENYC LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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