From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: "Alexa, How Do I Do SEO For You?". PRESENTATION: "Alexa, How Do I Do SEO For You?" - Given by Navneet Virk - Isobar, Vice President, Data and Optimization. #SMX #22A2

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Optimizing for Amazon Echo
"Alexa, How Do I
Do SEO For You?"

2. #SMX #22A2 @navneet_s_virk
Optimizing for Amazon Echo
"Alexa, How Do I
Do SEO For You?"

3. • Full-service digital agency, part of the Dentsu Aegis Network
• Unique multi-disciplinary approach
• U.S. offices in Boston, Chicago, Denver, Detroit, New York
• Isobar NowLab innovation accelerators in North America, South
America, Europe, and Asia
• MIT Media Lab sponsor
Isobar conceives, designs
and builds experiences
for the world’s largest
organizations
5,700
People Globally
500
U.S. Employees
85
Offices Globally
400+
Awards in last three years

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Key long term clients

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• Screen-less search
• Amazon Echo – Scope & Scale
• Opportunity
• Maximizing the opportunity
• Potential Evolutions
Agenda

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• Screen-less search implies the
use of voice command to search
and the results are returned in
voice responses.
• The definition essentially remove
the voice search platforms like
Siri, Cortana and Google Voice
Mobile.
What is Screen-less search?

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Amazon Echo - Scale
• More than 6M Amazon Echo
devices sold worldwide
• Alexa now has more than 10,000
skills and new skills are being
created every day.
• Based on the recent Bloomreach
survey, 55% go to Amazon first
when searching for products.

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And people are
getting comfortable
with the idea
transacting on
Amazon Echo.
Amazon Echo - Scale

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What is the Opportunity?

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How can you benefit from the channel?
Sales & Conversions Branding & Engagement
Depending on your business, there are two primary ways to think about
benefiting from Amazon Echo.
• Local brick-and-mortar
businesses (restaurants,
automotive shops, dry cleaners,
etc.)
• Ecom/Retailers (online and
offline)
Content Providers: Media/News
sites, dictionary/thesaurus, Deals
etc.

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Conversational search provides more data to allow brands an
opportunity to deliver tailored experiences/responses.
What does each search query contains?
Intent Action Context

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Like any other marketing strategy, it is important to start with the understanding of key
moments that drive users into action. Identify the moments that are an opportunity for
your brand and map them to your Alexa search strategy.
Approach: Identify & Map the moments
KNOW GO DO BUY
Search, news, weather
etc.
Directions, traffic etc. play music, control
devices etc.
Transaction

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Search phrases tailored these moments can also indicate user intent and opportunity for
the brands. At a high level, conversational queries fall into the following categories and
can help dictate the content/tactic needed to respond and engage.
Approach: Ensure your content is tailored to moments
What/Who? How? When? Where?
Purely informational
intent
Informational intent that
can be captured through
deeper content.
Action intent High action intent

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Maximizing the Opportunity of
Conversational Search

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Keywords are actually questions! Think about what you
would ask? Conversational
Search queries tend to be longer and more contextual.
Keywords

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Amazon Keyword Data
• Leverage free tools like
Sonar and
ScientificSeller.com to
estimate the keyword
popularity and discover
related terms for
optimization.

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Content Development & Optimization
• To improve the chances of getting selected as the
answer for queries, construct the explore the
possibility of having some key content in Q&A format
• And for broader visibility reasons, leverage Schema
Markup for any structured content (especially
locations and product attributes)

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If you are selling your products on
Amazon.com, explore the Amazon’s
Choice program. Key considerations:
• The product must be available through Amazon
Prime
• Manage low shipping duration
• The product must be rated well for price,
shipping speed, reviews
• Good SEO practice/selecting targeted keywords
Leverage Amazon.com Specific Opportunities

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Voice Assistant Evolution

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Bring on the
Screen!

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Search
Suggestions

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX