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The Future of Searchable Content | Voice Search & AI

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The landscape of search marketing is changing as voice search, artificial intelligence, and machine learning become a reality of our everyday lives. Learn how to adapt your content strategy to get ready for these changes ahead of time.

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The Future of Searchable Content | Voice Search & AI

  1. 1. How to Optimize Your Content for the Future of Search Marketing Katy Katz
  2. 2. #pubcon @katykatztx
  3. 3. It’s not that far off … #pubcon @katykatztx
  4. 4. Your customers expect personalization. #pubcon @katykatztx
  5. 5. And consumers ask questions in a personal way. #pubcon @katykatztx
  6. 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. 7. AI can answer questions … #pubcon @katykatztx
  8. 8. Make suggestions … #pubcon @katykatztx
  9. 9. Guess what you want … #pubcon @katykatztx
  10. 10. Tell you about current events #pubcon @katykatztx
  11. 11. Order consumer goods. #pubcon @katykatztx
  12. 12. And even make jokes. #pubcon @katykatztx
  13. 13. You need to be ready. #pubcon @katykatztx
  14. 14. But how? #pubcon @katykatztx
  15. 15. First, let’s take a step back to WHY. #pubcon @katykatztx
  16. 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. 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. 18. Voice and image search is going to make up at least half of searches by 2020. - Mary Meeker Screenshot from Recode
  19. 19. In one survey, one fifth say they already commonly use voice activated search. #pubcon @katykatztx
  20. 20. - SEER Interactive 2017 Study #pubcon @katykatztx
  21. 21. Big Impacts Keyword Research Content Strategy Technical Implementation #pubcon @katykatztx
  22. 22. Anatomy of a Voice Query Key Features -The 5 W’s -Conversational -Longtail -Mobile -Clear intent #pubcon @katykatztx
  23. 23. Is there a dry cleaner I can trust near me? Keyword optimization Positive reviews Local markup #pubcon @katykatztx
  24. 24. There are two parts to this talk. #pubcon @katykatztx
  25. 25. First we’re going to set the foundation. #pubcon @katykatztx
  26. 26. Foundations for Voice Search define your goals identify your audience language-market fit map the buyer’s journey #pubcon @katykatztx
  27. 27. 1. Define your goals You know the drill. Make sure they are specific and #pubcon @katykatztx
  28. 28. #pubcon @katykatztx
  29. 29. 2. Identify your audience Identify your ideal customer as well as your primary personas. #pubcon @katykatztx
  30. 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. 31. 3. Reach language market fit Craft your language in a way that impacts your audience. #pubcon @katykatztx
  32. 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. 33. 4. Map the buyer’s journey Work through each of the questions your buyers will face. #pubcon @katykatztx
  34. 34. #pubcon @katykatztx
  35. 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. 36. Once you have a solid foundation, you can get technical. #pubcon @katykatztx
  37. 37. Let’s Get Technical longtail keyword research snag those snippets schema markup brand optimization #pubcon @katykatztx
  38. 38. 1. Research relevant keywords Focus on long tail keywords that answer questions and add utility. #pubcon @katykatztx
  39. 39. Remember how we speak questions? #pubcon @katykatztx
  40. 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. 41. What are the successful presentation factors? presentation Vs. Longtail Keywords #pubcon @katykatztx
  42. 42. Keyword Research Tools • Keyword.io • Answer The Public • Buzzsumo Question Analyzer (formerly Bloomberry) • SEMRush • KWFinder • Quora #pubcon @katykatztx
  43. 43. 2. Snag those snippets Design your content to optimize for featured snippets. #pubcon @katykatztx
  44. 44. #pubcon @katykatztx
  45. 45. The amount of snippets doubled this year! - Dr. Pete Meyers, Ranking #0 #pubcon @katykatztx
  46. 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. 47. #pubcon @katykatztx
  48. 48. 3. Schema markup Tell the robots what’s important. #pubcon @katykatztx
  49. 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. 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. 51. Schema Markup Tools • Schema.org • JSON LD • Google’s Structured Data Testing Tool • Schema App #pubcon @katykatztx
  52. 52. 4. Brand optimization Manage your brand across the interwebs. #pubcon @katykatztx
  53. 53. #pubcon @katykatztx
  54. 54. All marketing channels affect a consumer throughout their journey. onsite seo local seo social media offsite seo reviews #pubcon @katykatztx
  55. 55. “ It takes 6-8 touches for a prospect to convert to a sale. - Salesforce
  56. 56. Manage your online brand presence! #pubcon @katykatztx
  57. 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. 58. Is there a dry cleaner I can trust near me? Keyword optimization Positive reviews Local markup #pubcon @katykatztx
  59. 59. Your buyers have questions each step of the way. #pubcon @katykatztx
  60. 60. Own the conversation. #pubcon @katykatztx
  61. 61. Thanks! Any questions? You can find me at: ∙@katykatztx ∙katy@marketingr efresh.com ∙bit.ly/pubcon-free- audit

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