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Win the Voice Search Battle - On Demand Webinar

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With more than 20% of mobile queries executed via voice and Google enabling access to voice queries to a billion people globally, it’s clear voice search is disrupting the search landscape. Digital marketers have a unique opportunity to optimize content to provide their customers with the best answer to their voice search queries.

seoClarity researched nearly 40 million keywords from billions of data points (from our proprietary search landscape data in the Research Grid) and shared insights from 2,500 brands to bring you this comprehensive webinar that includes a FREE detailed report and best practices for all attendees.

This webinar will focus on the evolution of voice search, the role Google’s Answer Box plays, and focus on the practical content marketing strategies to win the “single answer”.

Published in: Marketing
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Win the Voice Search Battle - On Demand Webinar

  1. 1. Win the Voice Search Battle Practical Insights & Content Strategies to Win the Single Answer Webinar | September 20, 2017
  2. 2. Enabling Brands to Connect with Customers in the Right Moments
  3. 3. About the Experts Richard Chavez VP Professional Services, seoClarity He’s a true SEO expert with deep expertise in technical optimization, content strategy and analytics. Richard has 17 years of experience helping brands optimize and drive results in SEO. Sherry Bonelli Owner, early bird digital marketing She specializes in SEO, Reputation Marketing, Social Media, Content Marketing, Retargeting and Display Advertising to help make local and national businesses successful online. Jayson Akers Digital Strategy Architect, Digital Current Jayson’s 15 years of experience allows him to craft the strategies that help forward- thinking brands generate measurable growth in their website's traffic, conversions, and revenue. 3
  4. 4. Agenda • Voice Search Landscape • The Single Answer and its Reach • Growth Trends • Content Strategy & Optimization  Customer Journey  Impact on Content Development • Measurement and Performance  Impact to the Business 4
  5. 5. seoClarity Professional Services • Goals • Jumpstart and/or accelerate goal attainment • Provide best of breed talent on-demand • Objectives • Strategic planning • Technical expertise • Project support • Advanced Analysis • Research Insights 5
  6. 6. Voice Search Reach 6 Voice Search Distribution Google Desktop and Mobile Google Home Amazon Echo Siri Cortana • Voice Search impacts just about all form of connected devices • Smartphones • Tablets • Laptops • Personal Assistants • Smart TVs • Smart Refrigerators
  7. 7. 20% of queries on Google’s mobile app and on Android devices are voice searches *At Google I/O 2016 Keynote, Google SEO Sundar Pichai announced this stat.
  8. 8. Overview of the Answer Box
  9. 9. What is Voice Search Answer Box? • Google’s Answer Box, or “featured snippet block,” is a solution to a user’s query that is displayed in Google’s search results. • It is Google’s way of understanding user intent by giving the best answer without requiring the user to scroll down the result pages • It's also Google's way of rewarding brands for having the best answer to the user's question • Primary results: paragraph, bullet points, charts, images and video 9
  10. 10. Where do the Answer Box Results Originate? • Desktop Answer Box results can also show additional results that Google considers relevant, but secondary to the primary answer • The Answer Box can be removed from mobile results 10 Desktop result Mobile result
  11. 11. Where do the Answer Box Results Originate? • For more popular queries Google will display text ads and PLA ads • This can push Answer Box results below-the-fold and can potentially reduce CTR 11 Desktop result Mobile result Answer Box is pushed below-the-fold
  12. 12. Answer Box Growth Trends Understanding its significance The research covers a sampling of nearly 40 million keywords with ~20% that triggered a Google Answer Box result. The full report can be downloaded here: www.seoclarity.net/next-generation-search-voice-17099/ seoClarity Proprietary Research of Billions of Keywords from Research GridTM
  13. 13. ↑35x Google Voice Search Queries up 35x since 2008 & 7x since 2010 * Google Trends 2008 – 2016 data imply queries associate with voice-related commands after the launch of iPhone & Google Voice Search.
  14. 14. Growth of Google’s Answer Box in Results 3.60% 9.80% 12.19% 13.20% 13.45% 15.73% 17.04% 18.52% 19.03% 18.95% 18.78% 18.91% 18.49% 19.13% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Percent of Keywords Triggering Answer Box seoClarity proprietary research of billions of keywords from Research GridTM 14
  15. 15. “How”, “What” & “Best” are the most frequent words to trigger an Answer Box result Trigger Words Count % of Total how 658,976 8.64% what 382,224 5.01% best 200,206 2.63% the 75,025 0.98% is 53,496 0.70% where 43,178 0.57% can 42,757 0.56% top 42,277 0.55% easy 31,178 0.41% when 27,571 0.36% why 25,980 0.34% who 24,930 0.33% new 24,779 0.33% recipe 22,967 0.30% good 22,807 0.30%seoClarity proprietary research of billions of keywords from Research GridTM 15
  16. 16. 68% of the time resulted from sites outside of the first position Position 1 32% Positions 2-10 68% Brands – Take Advantage of this Opportunity seoClarity proprietary research of billions of keywords from Research GridTM 16
  17. 17. 32% of the time came from the first position and was also Google’s voice result 32% 22% 16% 30% Rank 1 Rank 2 Rank 3 Rank 4 Voice Result and First Rank Position seoClarity proprietary research of billions of keywords from Research GridTM 17
  18. 18. Top 10 Domains Winning Answer Box  The top 10 domains with the highest share of answer box results accounted for less than 5% of all keywords analyzed in seoClarity's data set 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% en.wikipedia.org www.youtube.com allrecipes.com www.webmd.com www.wikihow.com www.mayoclinic.org www.healthline.com www.food.com www.zillow.com www.foodnetwork.com seoClarity proprietary research of billions of keywords from Research GridTM 18
  19. 19. Brands Need to Catch-Up  The Top 10 sites of key industries have fairly low penetration with the exception of Health and Food 1. https://www.alexa.com/topsites/category/Top/Home 2. https://www.alexa.com/topsites/category/Top/Health 3. https://www.alexa.com/topsites/category/Top/Reference 4. https://www.statista.com/statistics/271450/monthly-unique-visitors-to-us-retail-websites/ 5. http://www.ebizmba.com/articles/car-websites 6. http://www.ebizmba.com/articles/travel-websites 5.07% 12.78% 11.71% 25.79% 52.85% 73.51% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Travel Retail Automotive Reference Health Food Avg. % of Answer Boxes by Industry 19
  20. 20. How does this fits into the Customer Journey Optimizing for this opportunity
  21. 21. Where Does the Answer Box Fit in the Customer Journey? • > 65% of Answer Box queries analyzed contained 3-5 words with a monthly average search volume less than 1,000 (long-tail) • This lends to higher conversion rates • Primarily impacts Intent and Conversion stages • Understanding customer intent at all stages is critical for success • Brands must understand the behavior at each stage and create an experience that gains visibility and solves customer needs Awareness Consideration IntentConversion Loyalty/Engagement Customer Journey 21
  22. 22. How do we get started? • Understand where your Answer Box opportunities are 1. Does it solve a customer need? 2. What’s the volume of opportunity / audience size? 3. Can it help customers complete the purchase? 4. Can it lead to repeat visits and loyalty? 5. What is needed to get this off the ground? 22
  23. 23. Voice Search: Hierarchy of Needs 23 Usability •Schema •Page speed •Mobile compliant •Solve tech issues •Content fits in appropriate Customer Journey Relevance •Content solves the problem •Data/content is contained within table •Uses natural language that answers user question •Data-driven topic research •Local pages •Content has a permanent home within hierarchy •Content fits your KPIs Authority • Content is linked internally (nav, XML, etc.) • Local (reviews – google) • Images • Accept user-reviews • Respond to user complaints and poor reviews Domination • Consistently achieve Voice Search results
  24. 24. Optimize for Voice Search How can we as SEO professionals create and optimize content for a voice search queries? Sherry Bonelli
  25. 25. Optimize for Questions and the Way People Talk
  26. 26. Strategize for Devices Differently • Nimble and flexible to create content and code pages • Examples: • Voice Search on Google typically uses Answer Boxes • Local searches on Amazon Echo often rely on zip codes
  27. 27. Voice Search = New Content Strategy • Content & Keywords • Content structure is different • More than five words and are literally spoken • Use words and phrase strings that people say when they’re asking a real question
  28. 28. Topics, Keywords and Phrases • The keywords should answer the question you’re trying to optimize for • That phrase should be in the first paragraph on your landing page – preferably in the first sentence. • Look for keywords that involve a question and write content that answers those questions.
  29. 29. Identify More Complex Questions • Look for questions that you will be able to answer in great depth • Include keywords “how”, “why” and “where”
  30. 30. Use Trigger Words • Use “trigger words” – More than 20% of featured snippets are triggered by these top 25 words Trigger Words Count % of Total how 658,976 8.64% what 382,224 5.01% best 200,206 2.63% the 75,025 0.98% is 53,496 0.70% where 43,178 0.57% can 42,757 0.56% top 42,277 0.55% easy 31,178 0.41% when 27,571 0.36% why 25,980 0.34% who 24,930 0.33% new 24,779 0.33% recipe 22,967 0.30% good 22,807 0.30% homes 21,132 0.28% make 19,774 0.26% does 19,449 0.26% define 19,375 0.25% free 18,315 0.24% i 18,245 0.24% list 17,136 0.22% home 17,118 0.22% types 16,575 0.22% do 16,448 0.22%Source: seoClarity Proprietary Research of Billions of Keywords from Research GridTM
  31. 31. Long-Tail Keywords Just Got Longer • When optimizing for voice search, research long and longer keyword phrases • Use variations of keywords • Semantic keywords – different ways of saying the same thing (think synonyms) “iPhone” and “release”
  32. 32. Optimize Your Pages • Use the search query or keyword phrase in your headline (H1) • Write your answer as a complete sentence near the top of the page • Include your key phrase or query in your meta data, alt tags and URL structures • Use keyword variations throughout the rest of the content
  33. 33. Use Schema Markup
  34. 34. Content Strategies • Use H1 tags with the keywords • If you’re a local business trying to get local customers – write with “local intent” • Write pages on individual/specific topics
  35. 35. Content Strategies • Voice search is also typically mobile and often locally focused • Because they’re more conversational, voice search queries are also usually longer than typical text keyword search queries. • Local Businesses: Claim and optimize your Google My Business listing with voice search in mind
  36. 36. Create Q&A Pages • Find out what questions your customers/potential customers are asking and create Q&A Pages • Brainstorm with your team • Talk to your sales people • Ask your customer support reps
  37. 37. Write “Topic Specific” Pages • Create pages with rich, quality content that focusses on the keywords you’re trying to rank for
  38. 38. Google Answer Box • Goal: Get listed in Google’s “Answer Box” for the keywords you’re targeting.
  39. 39. Position Zero • This coveted spot is often referred to as “position zero” because these rich snippet boxes show up above all other search results – even ads.
  40. 40. Different Search Queries Results in Different Snippet Types
  41. 41. List Snippet
  42. 42. Table Snippet
  43. 43. Video Snippet
  44. 44. Local Search = No Answer Box (Yet) No “Answer Boxes” for local search intent keywords
  45. 45. Tools for Voice Search Optimization Strategy • Tools to find out what questions people are asking about a particular keyword: • Storybase • blogsearchengine.org • hubspot.com/blog-topic-generator • answerthepublic.com • seoClarity
  46. 46. Measure and Performance Jayson Akers
  47. 47. Impact Potential: Adoption 0 10 20 30 40 50 60 70 2015 2016 2017 Growing number of Voice-First Devices New Total SOURCE: Google http://www.prnewswire.com/news-releases/teens-use-voice-search-most-even-in-bathroom-googles-mobile-voice-study-finds-279106351.html SOURCE: https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better 0 20 40 60 80 18-29 30-43 44-53 54+ Smartphone Virtual Assistant Usage Voice has fastest feature adoption rate, deep adoption across demographics
  48. 48. Impact Potential: Integration SOURCE: Google http://www.prnewswire.com/news-releases/teens-use-voice-search-most-even-in-bathroom-googles-mobile-voice-study-finds-279106351.html 55% of Teens 40% of Adults Voice-search has become largely normalized as a part of daily device usage
  49. 49. Measurement: Voice Search Query Data Segmented queries from voice search might come in the next year to Search Console "we are going to fix voice search" to give people more insight into when they're showing as voice query answers Voice Search Query Data Filtering coming to Google Analytics & Search Console? source: John Mueller, https://www.youtube.com/watch?v=Dc3SEjHefk4#t=1393, https://www.stonetemple.com/everything-mobile-google-john-mueller-mariya-moeva source: Gary Illyes, https://twitter.com/GregGifford/status/874665674781597696
  50. 50. Measurement: Indicator Metrics to Monitor What metrics can we monitor to provide insight into voice search effectiveness 1. Rankings of ‘voice search’ type phrases 2. Rankings of ‘voice search’ focused pages 3. Traffic via ‘voice search’ type phrases 4. Traffic to ‘voice search’ focused pages
  51. 51. Measurement: Monitor Queries What ‘voice search’ phrases can we use to monitor voice search effectiveness 1. Longer, longtail phrases 2. Conversationally phrased queries 3. Question based query phrases 4. Localized interest phrases 5. Featured Snippet phrases
  52. 52. Measurement: Longer, Longtail Queries Voice search queries even longer than mobile, which were longer than desktop SOURCE: Hitwise http://hitwise.connexity.com/070116_MobileSearchReport_CD_US.html SOURCE: https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better 10 12 14 16 18 20 Desktop Mobile Voice Character Count Of Search Queries
  53. 53. Measurement: Conversational Queries Voice search queries are longer, in part, due to the natural speech used
  54. 54. Measurement: Localized Queries Voice search queries are 3x more likely to be localized than text queries SOURCE: Benu Aggarwal @ SMX West 2017 http://searchengineland.com/optimize-voice-search-273849 Text Voice Localized Queries
  55. 55. Measurement: Monitor Query Rankings Create a breakout keyword set that only includes phrases most likely to appear for voice search queries, track your site’s visibility for these phrases over time (pay particular attention to mobile rankings for these phrases) Break out rank tracking for potential voice search query phrases
  56. 56. Measurement: Monitor Query Traffic Create a breakout keyword set that only includes phrases most likely to appear for voice search queries, track the traffic to these URLs over time (pay particular attention to mobile traffic numbers for these phrases) Break out traffic reporting for potential voice search query phrases
  57. 57. Measurement: Monitor Page Rankings Create a breakout page set that only includes pages which are most likely to appear for voice search queries, track the average ranking for these URLs over time (pay particular attention to mobile rankings for these pages) Break out rank tracking for potential voice search query pages
  58. 58. Measurement: Monitor Page Traffic Create a breakout page set that only includes pages which are most likely to appear for voice search queries, track traffic to these URLs over time (pay particular attention to mobile traffic numbers for these pages) Break out traffic reporting for potential voice search query pages
  59. 59. Measurement: Monitor Rankings & Traffic Make your life simple and the data more accurate - just use a digital marketing intelligence platform with integrated Featured Snippet ranking & traffic data like seoClarity Track featured snippet rankings & related traffic
  60. 60. Measurement: Monitor Local Listing Activity Measuring the engagement of these listings should give you some advance insight into how effective your efforts are at reaching this audience Due to the high potential for voice search queries to be localized expect your local listings (particularly your Google My Business listing) to be the first point of contact for many voice search users Particularly you google my business page & map listing
  61. 61. Post-click Impact: Hyper-focus on Mobile Usability Source: https://baymard.com/mcommerce-usability/benchmark/mobile-page-types/search-field Visitors driven by voice search most likely arriving via mobile device Mobile-first On-site Search Experience
  62. 62. Post-click Impact: Hyper-focus on Mobile Usability Source: https://baymard.com/blog/search-within-current-category Visitors driven by voice search most likely arriving via mobile device Mobile-first On-site Search Experience Contextual UX – “Search With-in Category”
  63. 63. Post-click Impact: Hyper-focus on Mobile Usability Source: https://www.labnol.org/software/add-speech-recognition-to-website/19989/ Visitors driven by voice search more likely to use voice interactive elements On-site Voice Command Navigation & Usability
  64. 64. Post-click Impact: Hyper-focus on Mobile Usability 82% of mobile users use mobile search from inside the store in-store maps (department location, restrooms, request assistance etc), interactive restaurant menus, deal alerts Does your site address the needs of customers ‘on location’? On-premises Search App-like usability
  65. 65. Voice Search: Hierarchy of Needs 67 Usability •Schema •Page speed •Mobile compliant •Solve tech issues •Content fits in appropriate Customer Journey Relevance •Content solves the problem •Data/content is contained within table •Uses natural language that answers user question •Data-driven topic research •Local pages •Content has a permanent home within hierarchy •Content fits your KPIs Authority • Content is linked internally (nav, XML, etc.) • Local (reviews – google) • Images • Accept user-reviews • Respond to user complaints and poor reviews Domination • Consistently achieve Voice Search results
  66. 66. Even more insights and strategies available in the full research report. Download here: bit.ly/voicesearchresearch Schedule 15 minutes to see your site’s voice search opportunities. Email us: sales@seoclarity.net

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