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Optimising Content For Voice Search & Virtual Assistants

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In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Apple's Siri, Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice-driven.

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Optimising Content For Voice Search & Virtual Assistants

  1. 1. #SMX #21A3 @PeteCampbell Pete Campbell, Managing Director, Kaizen Optimising Content for Voice Search & Virtual Assistants
  2. 2. #SMX #21A3 @PeteCampbell Pete Campbell, Managing Director, Kaizen Optimising Content for Voice Search & Virtual Assistants
  3. 3. #SMX #21A3 @PeteCampbell PETE CAMPBELL / KAIZEN • Founder / Managing Director of Kaizen • Content-led visibility powered by in-house tech • Specialist team of Coders/Designers/Marketeers • 2 award wins, 5 nominations in 2016/17 • Pete built his first website at 11, first grey hair at 28 • Running his 1st marathon this weekend (#brag) • Proud owner of an Amazon Echo Dot
  4. 4. #SMX #21A3 @PeteCampbell kaizensearch.co.uk/voice-search/ DOWNLOAD THE SLIDES
  5. 5. #SMX #21A3 @PeteCampbell 30 YEARS AGO APPLE PROPHESIED A VISION OF AI ASSISTANTS https://youtu.be/9bjve67p33E?t=1m20s
  6. 6. #SMX #21A3 @PeteCampbell EXPECTATION
  7. 7. #SMX #21A3 @PeteCampbell EXPECTATION REALITY
  8. 8. #SMX #21A3 @PeteCampbellCredit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html
  9. 9. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
  10. 10. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
  11. 11. #SMX #21A3 @PeteCampbell NARROW AI
  12. 12. #SMX #21A3 @PeteCampbell PERSONAL ASSISTANTS
  13. 13. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK
  14. 14. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK GOODBYE SIRI
  15. 15. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK GOODBYE SIRI ALEXA, HELLO
  16. 16. #SMX #21A3 @PeteCampbell AMAZON’S BEST SELLING PRODUCT IN 2016 5M+ ECHO DEVICES SOLD SINCE LAUNCH 61% 92% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Siri OK Google Alexa UserSatisfactionbyDevice Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
  17. 17. #SMX #21A3 @PeteCampbell User Provides Query Voice API Converts to Text AI Performs Query Search Results THE PROBLEM WITH VOICE SEARCH TODAY
  18. 18. #SMX #21A3 @PeteCampbell X X User Types Query Search Results User Provides Query Voice API Converts to Text AI Performs Query Search Results IS THAT IT’S NOT MUCH DIFFERENT FROM TYPING
  19. 19. #SMX #21A3 @PeteCampbell User Provides Query Voice API Converts to Text AI Performs Query Search Results User Provides Command AI Structures Request to 3rd Party API Action & Response X VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE X X User Types Query Search Results “Order a Pizza” Brands API #diet
  20. 20. #SMX #21A3 @PeteCampbell HOW OWNERS ARE USING ECHO Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
  21. 21. #SMX #21A3 @PeteCampbell OK GOOGLE, WHAT’S NEXT?
  22. 22. #SMX #21A3 @PeteCampbell “The destiny of [Google] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013
  23. 23. #SMX #21A3 @PeteCampbell “You could ask it a question and it would tell you exactly the right answer, it would tell you things you need to know before you could ask it.” Amit Singhal – Google SVP Search, 2013
  24. 24. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
  25. 25. #SMX #21A3 @PeteCampbell DEEP AI / MACHINE LEARNING
  26. 26. #SMX #21A3 @PeteCampbell GOOGLE DEEPMIND
  27. 27. #SMX #21A3 @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
  28. 28. #SMX #21A3 @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
  29. 29. #SMX #21A3 @PeteCampbell IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1
  30. 30. #SMX #21A3 @PeteCampbell NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING https://www.youtube.com/watch?v=nMR5mjCFZCw
  31. 31. #SMX #21A3 @PeteCampbell IBM WATSON
  32. 32. #SMX #21A3 @PeteCampbell THE NORTH FACE USE IBM’S WATSON TO OFFER CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
  33. 33. #SMX #21A3 @PeteCampbell THE NORTH FACE USE IBM’S WATSON TO OFFER CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
  34. 34. #SMX #21A3 @PeteCampbell BEARNAKED USES WATSON TO ‘TASTE-TEST’ YOUR CUSTOM-MADE GRANOLA RECIPES BEFORE YOU ORDER
  35. 35. #SMX #21A3 @PeteCampbell OPTIMISING FOR NARROW AI
  36. 36. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
  37. 37. #SMX #21A3 @PeteCampbell ANSWERS ACTIONS
  38. 38. #SMX #21A3 @PeteCampbell ANSWERS
  39. 39. #SMX #21A3 @PeteCampbell USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
  40. 40. #SMX #21A3 @PeteCampbell CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
  41. 41. #SMX #21A3 @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
  42. 42. #SMX #21A3 @PeteCampbell PROFIT?
  43. 43. #SMX #21A3 @PeteCampbell ACTIONS
  44. 44. #SMX #21A3 @PeteCampbell APIS ARE KEY TO FUTURE ORGANIC VISIBILITY WEB SEARC H APP VOICE AI
  45. 45. #SMX #21A3 @PeteCampbell APP INDEXING & DEEP LINKING
  46. 46. #SMX #21A3 @PeteCampbell OPENS PAGE IN THE APP ‘Install App’ Button Fallback APP INDEXING & DEEP LINKING IN IOS & ANDROID
  47. 47. #SMX #21A3 @PeteCampbell Access Apps from Anywhere Run Android Apps without Installation INSTANT APPS WILL DOMINATE (ONE DAY)
  48. 48. #SMX #21A3 @PeteCampbell ONE URL – SAME CONTENT MOBILE APP DESKTOP ONE URL TO RULE THEM ALL
  49. 49. #SMX #21A3 @PeteCampbell 1. Add Support for HTTP URLs 2. Use App Indexing API or SDK (iOS) 3. Test in Android Studio or Safari 4. Register in Google Search Console 5. Monitor via Search Analytics Report HOW TO IMPLEMENT APP INDEXING https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf
  50. 50. #SMX #21A3 @PeteCampbell SMARTPHONE AI VOICE ACTIONS
  51. 51. #SMX #21A3 @PeteCampbell “SEARCH FOR [KEYWORD] ON [APP NAME]” Intent Action Context Google-Approved API Commands Only Credit: https://developers.google.com/voice-actions/system/
  52. 52. #SMX #21A3 @PeteCampbell Use NSUserActivity to build index of App Content & Search Activities Eligible Activities Only Appear on Siri Credit: http://apple.co/1YilYuO
  53. 53. #SMX #21A3 @PeteCampbellCredit: http://apple.co/1YilYuO • VoIP calling / messaging • Payments • Photo • Workouts • Ride Booking • CarPlay • Restaurant Reservationshttps://developer.apple.com/sirikit/
  54. 54. #SMX #21A3 @PeteCampbell SMARTDEVICE AI VOICE ACTIONS
  55. 55. #SMX #21A3 @PeteCampbell HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
  56. 56. #SMX #21A3 @PeteCampbell HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
  57. 57. #SMX #21A3 @PeteCampbell MANAGE YOUR ENERGY ACCOUNT
  58. 58. #SMX #21A3 @PeteCampbell OR DEMYSTIFY INSURANCE JARGON
  59. 59. #SMX #21A3 @PeteCampbell OR JUST.. ORDER A PIZZA
  60. 60. #SMX #21A3 @PeteCampbell TL;DR VERSION
  61. 61. #SMX #21A3 @PeteCampbell VOICE ACTIONS VOICE SEARCH FOCUS ON NOT
  62. 62. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
  63. 63. #SMX #21A3 @PeteCampbell STILL THE STUFF OF HOLLYWOOD..
  64. 64. #SMX #21A3 @PeteCampbell DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/VOICE- SEARCH/ THANK YOU! SEE YOU AT THE NEXT #SMX

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