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Voice First: Ready Your Content to Serve 50% of Global Searches | Rasa Summit 2021

Voice First: Ready Your Content to Serve 50% of Global Searches | Rasa Summit 2021

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Future of Digital Experience would be driven by the intersection of Content & Context, where Context would take the lead. Search is changing, and so is the way consumers choose to engage with businesses locally or globally. There is a distinct move away from screens and keyboards, and into voice-based interactions. Voice search is becoming a fast-growing habit across consumer segments and fundamentally transforming how people and businesses transact on the internet. Consider this:

- In 2020, there will be 4.2 billion digital voice assistants being used in devices around the world. Forecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.
- Sales revenue from wearable devices is projected to grow from around 16 billion U.S. Dollars in 2016 to around 73 billion U.S. dollars by 2022.
- McDonalds is adding 1000 kiosks per quarter for self-ordering and checkout since 2018 and acquired Appente to boost voice tech on these devices.

In the talk which includes hands-on demo, we will talk about how the current CMS ecosystem is structured and how the new-age headless CMS is changing how we create content. We will also look at the Schema.org usefulness.

Here are some key takeaways:
- Why a voice content strategy is critical for enterprises
- How and Why to make your content future proof
- The differences between voice-based and web-based content, and how that affects the user experience
- The basics of optimizing your content for voice search
- Why bots should be your next strategic investment

Demos:
- A quick view of the schemas important for the VSO
- Example of sites ranking in the Voice

Presented by Director - Digital Experience at Srijan, Gaurav Mishra at the 2021 Rasa Summit.

Future of Digital Experience would be driven by the intersection of Content & Context, where Context would take the lead. Search is changing, and so is the way consumers choose to engage with businesses locally or globally. There is a distinct move away from screens and keyboards, and into voice-based interactions. Voice search is becoming a fast-growing habit across consumer segments and fundamentally transforming how people and businesses transact on the internet. Consider this:

- In 2020, there will be 4.2 billion digital voice assistants being used in devices around the world. Forecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.
- Sales revenue from wearable devices is projected to grow from around 16 billion U.S. Dollars in 2016 to around 73 billion U.S. dollars by 2022.
- McDonalds is adding 1000 kiosks per quarter for self-ordering and checkout since 2018 and acquired Appente to boost voice tech on these devices.

In the talk which includes hands-on demo, we will talk about how the current CMS ecosystem is structured and how the new-age headless CMS is changing how we create content. We will also look at the Schema.org usefulness.

Here are some key takeaways:
- Why a voice content strategy is critical for enterprises
- How and Why to make your content future proof
- The differences between voice-based and web-based content, and how that affects the user experience
- The basics of optimizing your content for voice search
- Why bots should be your next strategic investment

Demos:
- A quick view of the schemas important for the VSO
- Example of sites ranking in the Voice

Presented by Director - Digital Experience at Srijan, Gaurav Mishra at the 2021 Rasa Summit.

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Voice First: Ready Your Content to Serve 50% of Global Searches | Rasa Summit 2021

  1. 1. #VoiceFirst Ready Your Content to Serve 50% of Global Searches
  2. 2. Twitter: @gmishra Linkedin: gmishra.com Slides: http://bit.ly/gmishra
  3. 3. Start the question with Q:
  4. 4. What is ezContent? Layout Builder + Angular/React/Gatsby + AI == EzContent https://bit.ly/drupalcon 2020 Create and Publish content easily Powerful Landing Page Builder Decoupled CMS and API Ready AI powered content generation Build an SEO friendly, structured content model using flexible fields, meta tags, scheme.org and large library of components (rich text, multimedia etc). Editors can create page layouts on the fly, without dependency on developers. With the layout builder, editors can drag and drop reusable components onto pages. Retain non-negotiable CMS features such as drag & drop page builder and content preview even in a de-coupled CMS implementation. Be one step ahead of your competitors with AI and ML-based auto-tagging, content generation, and personalized content.
  5. 5. 55% GenZ 41% Adults REF : Gartner Report 2019 globally use voice search daily
  6. 6. (last time Google revealed the data) Voice is choice on Mobile #2 1. Mobile browser 2. Voice search 3. Phone’s search box/window 4. Search app 5. Text a friend Overall 59% of searches are mobile
  7. 7. Local Intent 46% of Mobile Searches have local intent ● 58% of U.S. consumers had done a local business search by voice on a smartphone ● 74% of voice search users (the 58%) use voice to search for local businesses at least weekly ● 76% of voice search users search on smart speakers for local businesses at least once a week, with the majority doing so daily
  8. 8. REF : Emarketer, 2019 One-third of the United States population use voice search features. 45,000 searches every second!
  9. 9. Transcribe
  10. 10. the GenZ ... 7 seconds REF : Elucidat, 2018
  11. 11. Some Success Stories in #Voice
  12. 12. Proof: L’oreal benefits from Voice
  13. 13. Erica - Your Banker 6 Million users (March 2019)
  14. 14. NYT Cooking
  15. 15. Complementing Customer Support
  16. 16. Accessibility: Real Impact
  17. 17. But, let’s face it! Bots are frustrating...
  18. 18. And there are other worries!
  19. 19. But, we will not worry about that!
  20. 20. Why Voice Content Strategy is important? ● Building great content is expensive and difficult ● Content writers can’t write content for 2 different platforms (expensive and impractical) ● Conversational Legibility of content -- Can listener understand this. ● Search
  21. 21. ● High Verbosity Tolerance ● Screen based -- Visual ● Hyperlinked content -- Maintains relationship to different content ● Complex Information architecture ● Low Verbosity Tolerance ● Zero User Interface (Verbal and Aural) ● No multi-directional flow (mostly uni-directional) ● Context precedes the content Web Based vs Conversational Content
  22. 22. FAQ Example! Old: How long can I receive benefits? New: How long can I receive employment benefits? Old: You can receive payments through either a debit card or direct deposit. Learn more about payments New: You can receive payments through either a debit card or direct deposit
  23. 23. In Voice Context precedes Content 7 seconds That’s all we have
  24. 24. Normal Keyword search
  25. 25. Natural Language search
  26. 26. Featured Snippets: How Google treats Voice?
  27. 27. Basics of Voice Search Optimization ● Optimize For Long-Tailed Keywords – Natural language vs traditional keywords. 3 to 5 words or more... ● Use Question Phrases – Optimize content for who, where, how ● Use Microdata Markup – Use schema.org. ● Optimize local pages; have location data tagged with the content. ● Keep contact information (phone number) available with the local listing.
  28. 28. Snippets & VSO Similarities ● Write a topic-specific page. ● Create content that answers a specific question. ● Look for questions that you will be able to answer in great depth. ● When optimizing for voice search, research longer, long-tail keyword phrases. ● Think of semantic keywords, different ways of saying the same thing (i.e., synonyms).
  29. 29. Snippets & VSO Similarities ● Use trigger words like “how,” “what” and “best.” ● Use conversational language — write like you’re talking to a friend. ● Use Headings (H1, H2, H3, H4). ● Make sure to use unique title and description tags on each page — use keywords in those tags. ● Include keywords toward the front of the very first sentence/paragraph.
  30. 30. Try this!!
  31. 31. And more!!!
  32. 32. #VOICEFIRST Questions for Centrica ● What is an advantage to alternative energy technology? (350 visits a month) ● What are the advantage of solar energy (300 visits a month) ● Which is not an advantage of using the pyramid of energy? (250 visits a month) ● What are the advantage of GeoThermal energy? (150 visits a month) ● which is an advantage of using coal over petroleum as a source of energy in the united states? (100 visits a month) ● what are the advantage and disadvantage of nuclear energy? (90 visits a month) ● which of the following is not an advantage of using conventional crude oil as an energy source? (70 visits a month) ● What is one advantage of transferring energy by electromagnetic waves (40 visits a month)
  33. 33. Google Action to Schema
  34. 34. How To Schema - Gold Mine!!
  35. 35. FAQ Schema - Build the brand!
  36. 36. Speakable Schema
  37. 37. And more!
  38. 38. Customer Data Platform
  39. 39. Personalization is the key!!
  40. 40. KANE - VoiceFirst LMS
  41. 41. the modern learner ... REF : Elucidat, 2018
  42. 42. How it works existing a Learning MS LMS
  43. 43. Accessibility: #1
  44. 44. Accessibility: #2
  45. 45. Accessibility: #3
  46. 46. Accessibility: #4
  47. 47. Thank You!!! Twitter: @gmishra Linkedin: gmishra.com Slides: http://bit.ly/gmishra

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