1.
How to Optimize Your
Content for the Future
of Search Marketing
Katy Katz

2.
#pubcon @katykatztx

3.
It’s not that far off …
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4.
Your customers expect
personalization.
#pubcon @katykatztx

5.
And consumers ask
questions in a personal way.
#pubcon @katykatztx

6.
for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?

7.
AI can answer questions …
#pubcon @katykatztx

8.
Make suggestions …
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9.
Guess what you want …
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10.
Tell you about current events
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11.
Order consumer goods.
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12.
And even make jokes.
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13.
You need to be ready.
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14.
But how?
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15.
First, let’s take a step
back to WHY.
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16.
In the past, we’ve heard …
The brain processes images
60,000 times faster than text
… so make your content more visual.
#pubcon @katykatztx

17.
Now you need to consider …
We can speak 150-160 WPM
but only type 40 WPM
… so people will be able to articulate
their queries more specifically.
#pubcon @katykatztx

18.
Voice and image search is going to make
up at least half of searches by 2020.
- Mary Meeker
Screenshot from Recode

19.
In one survey, one fifth say they already
commonly use voice activated search.
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20.
- SEER Interactive 2017 Study
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21.
Big Impacts
Keyword
Research
Content
Strategy
Technical
Implementation
#pubcon @katykatztx

22.
Anatomy of a
Voice Query
Key Features
-The 5 W’s
-Conversational
-Longtail
-Mobile
-Clear intent
#pubcon @katykatztx

23.
Is there a dry cleaner I can
trust near me?
Keyword
optimization
Positive reviews Local markup
#pubcon @katykatztx

24.
There are two parts to
this talk.
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25.
First we’re going to set
the foundation.
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26.
Foundations for Voice Search
define your
goals
identify your
audience
language-market
fit
map the buyer’s
journey
#pubcon @katykatztx

27.
1.
Define your goals
You know the drill. Make sure
they are specific and
#pubcon @katykatztx

28.
#pubcon @katykatztx

29.
2.
Identify your audience
Identify your ideal customer as
well as your primary personas.
#pubcon @katykatztx

30.
Place your screenshot
here
[Persona Name]
Demographics
∙Age / Gender
∙Salary / Background / Education
∙Location / Family
∙Job Title / Role Details
Goals & Challenges
∙Values / Pain Points
∙Key Metrics for Success
#pubcon @katykatztx

31.
3.
Reach language market fit
Craft your language in a way
that impacts your audience.
#pubcon @katykatztx

32.
“∙Do qualitative research into the exact words and
phrasing that your buyers use to describe your product,
service, or category.
∙Talk like your customers!

33.
4.
Map the buyer’s journey
Work through each of the
questions your buyers will face.
#pubcon @katykatztx

34.
#pubcon @katykatztx

35.
Awareness Consideration Decision Success
Trigger X X X X
Actions X X X X
Goals X X X X
Pain Points X X X X
Keywords X X X X
Message X X X X
The Buyer’s Journey
#pubcon @katykatztx

36.
Once you have a solid
foundation, you can
get technical.
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37.
Let’s Get Technical
longtail
keyword
research
snag those
snippets
schema
markup
brand
optimization
#pubcon @katykatztx

38.
1.
Research relevant keywords
Focus on long tail keywords that
answer questions and add utility.
#pubcon @katykatztx

39.
Remember how we
speak questions?
#pubcon @katykatztx

40.
for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?

41.
What are the
successful
presentation
factors?
presentation
Vs.
Longtail Keywords
#pubcon @katykatztx

42.
Keyword Research Tools
• Keyword.io
• Answer The Public
• Buzzsumo Question Analyzer
(formerly Bloomberry)
• SEMRush
• KWFinder
• Quora
#pubcon @katykatztx

43.
2.
Snag those snippets
Design your content to optimize
for featured snippets.
#pubcon @katykatztx

44.
#pubcon @katykatztx

45.
The amount of snippets doubled this
year!
- Dr. Pete Meyers, Ranking #0
#pubcon @katykatztx

46.
Anatomy of a
“Snippetable”
Post
Key Features
-Short, digestible answer to a question
(or convertible)
-Fact-based logic
-Not easily answered by a dictionary or
wiki
-Fits the 5 Ws and an H
-Semantic relevance
This blog from Hubspot rocks!
#pubcon @katykatztx

47.
#pubcon @katykatztx

48.
3.
Schema markup
Tell the robots what’s important.
#pubcon @katykatztx

49.
Schema tools provide the language
for you to communicate the meaning
of the data on your site to search
engines (and AI).
#pubcon @katykatztx

50.
There is structured data markup for:
•Articles
•Local businesses
•Restaurants
•TV episodes and ratings
•Book reviews
•Movies
•Software applications
•Events
•Products
Read more on Kissmetrics
#pubcon @katykatztx

51.
Schema Markup Tools
• Schema.org
• JSON LD
• Google’s Structured Data
Testing Tool
• Schema App
#pubcon @katykatztx

52.
4.
Brand optimization
Manage your brand across the
interwebs.
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53.
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54.
All marketing channels affect a consumer throughout
their journey.
onsite
seo
local
seo
social media
offsite
seo
reviews
#pubcon @katykatztx

55.
“
It takes 6-8 touches for a prospect to
convert to a sale.
- Salesforce

56.
Manage your online brand presence!
#pubcon @katykatztx

57.
Brand Tools
SEO
•Moz Local
•Yext
•ReachLocal
•Google My
Business
•…. To name a
Reviews
•Get Five
Stars
•Review
Trackers
•Yotpo
•Reputation
#pubcon @katykatztx

58.
Is there a dry cleaner I can
trust near me?
Keyword
optimization
Positive reviews Local markup
#pubcon @katykatztx

59.
Your buyers have
questions each step of
the way.
#pubcon @katykatztx

60.
Own the conversation.
#pubcon @katykatztx

61.
Thanks!
Any questions?
You can find me at:
∙@katykatztx
∙katy@marketingr
efresh.com
∙bit.ly/pubcon-free-
audit