This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

1. we put you in front
of your customer
ISYOURBUSINESSREADYFORVOICESEARCH?
www.milestoneinternet.com | @milestonemktg @benuaggarwal

2. Confidentialwww.milestoneinternet.com | 1-408-200-2211
BENUAGGARWAL
Silicon Valley ● Chicago ● D.C. India | 2,000+ customers | 400+ Awards
PRESIDENT & FOUNDER, MILESTONE, INC
Digital Marketing Software and Services
CMS LOCAL SOCIAL REVIEWS INSIGHTS ANALYTICS DIGITALAGENCY
SEO, SEM,
CREATIVE
SERVICES

3. Confidentialwww.milestoneinternet.com | 1-408-200-2211

4. Confidentialwww.milestoneinternet.com | 1-408-200-2211
6STEPS TOVOICE SEARCH
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNOLOGY
(MOBILE FIRST, SPEED,
HTTPS, SCHEMA,AMP, PWA)
PROMOTION
VOICEACTION
OPTIMIZATION
MEASURE IMPACT 6
5
4
3
2
1

5. WHEN, WHY, HOW

6. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONSUMER BEHAVIORSARECHANGING
QUESTIONS INSTEAD
OF SEARCHES
SHORTER
ATTENTION SPANSSMALLER DEVICE
SCREENSSCREEN-LESS
DEVICES

7. Confidentialwww.milestoneinternet.com | 1-408-200-2211
WHENDOPEOPLE USEVOICE SEARCH?
Driving
Doing another activity
Watching TV
Working
Cooking
Exercising or walking
Showering or using the bathroom
With family or friends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%

8. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWDOES ITWORK?VOICE SEARCH
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearest ATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”

9. Confidentialwww.milestoneinternet.com | 1-408-200-2211
SEARCHHASCHANGED
TEXT
DRIVEN
2008 2019
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Prioritize great
content

10. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONSUMER GOOGLE
ALEXA
SIRI
CORTANA
HOWVOICE SEARCHWORKS?
* Assumes mobile responsive website and optimized for schemas and speed
CONTENT FROM
WEBSITES, VOICE
ACTIONS

11. CONTENT
ANSWERING QUESTIONS IS
KEY FOR DRIVING
VISIBILITY

12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONVERSATIONALCONTENTANDMICRO-MOMENTS DRIVEN BY
VOICE SEARCH
Research Explore Learn Buy
I want to know I want to go I want to do I want to buy
“What banks offer
mortgage loans?”
“Where is the
nearest bank?”
“How do I apply
for a mortgage?”
“Where can I meet
a financial
advisor?”
Which cars get
the best mileage?
Where can I test
drive cars near
me?
How do I get a
car loan?
Where can I buy
a car X?

13. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATECONTENTFOREVERYSTAGE OFTHEJOURNEY
Transactional IntentNavigational IntentInformational Intent
Goal: Provide
expertise & a positive
shopping experience
Goal: Convince user
to make a purchase
Goal: Attract wider
users that are
unfamiliar with your
brand
what, why, and how? “About business” “Buy, book, convert”
Informational Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Guides
How-tos
Tools
FAQ
Store locations
Services
Press releases
Customer service
info
Videos
Product information
Comparisons
Product stories
I WANT TO KNOW I WANT TO GO I WANT TO DO

14. Confidentialwww.milestoneinternet.com | 1-408-200-2211
OPTIMIZEYOURLANDINGPAGEANDMOBILECAMPAIGNS-“HOTELNEARME”
“NEAR ME
QUERIES”
“WHERE
QUERIES”
“NEAR
BUSINESS
NAME”
“THIS
WEEKEN
QUERIES”
“Hotels near me”
POSITION
6.7
POSITION
1.5

15. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWTOCREATECONTENTFOR INFORMATIONAL?
Where is Playa
del Carmen 5th
Avenue
parking?
What are the best
Playa del Carmen
5th Avenue
restaurants?
?
What are the
best Playa del
Carmen 5th
Avenue clothing
stores?
Google Searches
MOZ Keyword Explorer
Ahrefs or Moz
keyword explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Questions capture voice
and natural search
queries
Answers are rich,
informative, and solve a
problem
Generates answer
boxes on SERP
KEYWORD TOOLS

16. SEARCHENGINE QUERYPROCESSING WHEN ITCOMES TO
QUESTIONANSWER
STRUCTURED AND NONSTRUCTURED CONTENT
CONTENT WHICH CAN ANSWER SPEFICIF QUESTIONS

17. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FEATURED SNIPPET MUSTHAVE
Extracts text to answer searcher’s question
Content answers quickly & includes related info to
spark click through
Authoritative and experience driven content yields
higher CTR
Featured snippet needs a mix of factors to get to the
top of Google
Google’s sweet spot is 54 to 58 words

18. Confidentialwww.milestoneinternet.com | 1-408-200-2211
VOICE SEARCHATWORK
USER INTENT
LANDING PAGE
EXPERIENCE

19. Confidentialwww.milestoneinternet.com | 1-408-200-2211
MULTIPLE WAYS TOCONNECT&CHATWITH CONSUMERS
Facebook chat with us
Website chat
Knowledge Graph Chat
Hundreds
of ways to
chat with
visitors

20. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CENTRALIZED FAQ–SCALEVOICE QUERIES
FAQs
(voice search
based)
VOICEACTIONS PLATFORM
(AI-enabled)
Chatbot
Your website
UNANSWERED
INTENTS

21. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FAQMANAGER –VOICE QUERIES CONTENT MODULE

22. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FAQMANAGER –CAPTUREFAQSANDPUBLISH TOWEBSITE &
VOICE

23. DIGITALASSETS &
SCHEMAS
(digital assets, voice search compatibility)

24. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Home
Location Rooms
Overview
King Guest
Room
2 Double Bed
Guest Room
Services
Overview
Business
Traveler
Dining
Overview
Dining at
Seaport
In-Room
Dining
Area
Restaurants
Private Dining
Meetings &
Events
Overview
Venues
Services
Planning
Things to Do
Overview
Shopping
Family Fun
Museums &
Culture
Sports
Business
Specials
Overview
E-Map Contact Events Photos
Business
Traveler
Reviews
Create Topical
Content on Home
Page
PRIMARY
NAVIGATION
SECONDARY
NAVIGATION
KEY
LINK PAGE
CONTENT PAGE
SPECIALS
FORM PAGE
MAP PAGE
ROOM PAGE
BLOG PAGE
GALLERY PAGE
EVENTS PAGE
Each answer clicks
into the related page
to build out the
complete topical
intent
FAQ
FAQ FAQ FAQ FAQ FAQ FAQ FAQ
SITEARCHITECTURE&CONTENT-MOBILEANDVOICE SEARCH

25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
ALIGN DIGITALASSETS WITH
CONTENTSTRATEGY
FAQs
wrapped in
schemas

26. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE
SEARCH
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
DIGITALASSESTSALIGN WITH VOICE SEARCH-OPTIMIZE FOR
MOBILEANDVOICE
HOME
THINGS TO DO

27. PROMOTION

28. Confidentialwww.milestoneinternet.com | 1-408-200-2211
VOICE SEARCHFOR LOCALINTENT
(Apple,Alexa, Bing) (Google Home,Assistant)
What is the address for hotel…..?

29. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONSISTENT INFORMATIONACROSSALLCHANNELS
PAID
SOCIAL
REVIEWS
WEBSITE
LOCAL
LISTINGS
LOCAL
SEARCH
GROUP
TOOLS
YOUR BUSINESS
INFORMATION
MENUS

30. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ACCURATEDATATOVOICE SEARCH
https://moz.com/learn/local/citations-by-category
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGSCentral Data Hub
Source Search Engines Apps & listings End-points

31. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ENHANCELOCALSEARCH-LEVERAGEKNOWLEDGEGRAPH

32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
CONSISTENT INFORMATIONACROSSALLCHANNELS
PUBLISH
TO GMB
YELP
WEBSITE
Google My Business Yelp Offers Website Offers
RICH AND ACCURATE INFORMATION

33. Confidentialwww.milestoneinternet.com | 1-408-200-2211
UNAPANDSCANREPORTS
Milestone Local

34. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Date Range: Sept 1 – Sept 30 2018
PAIDCONVERSIONINCREASESFORQUERIESTARGETED
FORVOICESEARCH
246
627
174
166
Interactions
Conversions
Interactions
Conversions
70.73% Conversion Rate
$2.25 Cost/Conversion
26.48% Conversion Rate
$4.31 Cost/Conversion
VOICE
SEARCH
CAMPAIGN
TRADITIONAL
CAMPAIGN
Higher conversion rate, lower cost/conversion
24XROASFORVOICESEARCHCAMPAIGNS.VOICESEARCHCAMPAIGNS CONVERTED ASHIGHAS80%

35. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CP JACKSONVILLE
hotels near jacksonville cruise port
hotels near jacksonville cruise port with shuttle
hotels in jacksonville fl that offer shuttle to cruise airport
hotels in jacksonville fl with free cruise shuttle
jacksonville park and cruise hotel
jacksonville cruise port hotels
hotels near carnival cruise port jacksonville fl
park and cruise jacksonville hotels
hotels in jacksonville fl with cruise and park
hotels near cruise port in jacksonville florida
hotels close to jacksonville cruise port
jacksonville hotels with free curise shuttle
jacksonville hotels with shuttle to cruise port
hotels in jacksonville fl near carnival cruise port
hotels close to cruise terminal in jacksonville fl
hotels near cruise port in jacksonville fl
hotels near jacksonville port with free parking
VOICE SEARCHCAMPAIGN –CPJACKSONVILLE
User intent
Ad Landing page
experience
Campaign Type Interaction CTR Avg. CPC Conversions Conv. Rate Cost/Conv
Voice Search
Campaign
246 10.84% $1.59 174 70.73% $2.25
Normal branded
Campaign
627 11.04% $1.14 166 26.48% $4.31

36. TECHNICALMUST
HAVES

37. Organic, Social & Paid
Enhancing search
experience for
customers
SEARCH
EXPERIENCE
@MILESTONEMKTG

38. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
SCHEMA…HELPING SEARCHUNDERSTANDYOU
Address
Location
Restaurant
Shopping
Reviews
Things to do
Events
Images
Specials
Videos
Rooms
Breadcrumbs
Schema samples
brand
photos
logo
aggregateRating
hasMap
Address
Phone
Fax
amenityFeature
Review
sameAs (social URLs)

39. Confidentialwww.milestoneinternet.com | 1-408-200-2211
MOST CRITICALTECHNICALMUSTHAVE’S
SPEED Crawlability,
Indexability,
Validations
Low bonce rate
& High
engagement
HTTPS AMP PWA RESPONSIVE
DESIGN
MOBILE-FIRST
Schemas &
Entities

40. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWTOIMPROVE PAGE SPEED
ENABLE
COMPRESSION
MINIFY
CODE
REDUCE
REDIRECTS
REMOVE RENDER
BLOCKING CODE
LEVERAGE
BROWSER CACHING
IMPROVE SERVER
RESPONSE TIME
USE
ACDN
MOBILE
FIRST

41. CREATEACTIONSAND
SKILLS
(digital assets, voice search compatibility)

42. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
WHATANDWHYCREATEACTIONANDSKILLS?
1. Separate index
2. Enable direct conversation between business and user
3. Target users by building actions
4. Enable categorical browsing in actions directory
5. Good for Brand presence

43. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOW-CREATINGACTIONS &SKILLS WORKFLOW
Create
your
project
Set up
invocation
s Build actions
Set up intent
& training
phases Test with
simulator
Link to
Domain
Release
Promote
Measure &
Analyze

44. Confidentialwww.milestoneinternet.com | 1-408-200-2211
DISCOVERY –PROMOTE THROUGHACTIONS DIRECTORY

45. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FAQSTOBUILDBOTS
COLLECT
FAQs
CREATE
INTENT &
ACTIONS
VALIDATE RELEASE INTEGRATE
(CMS,
Platforms)
MODERATE TRACK

46. Confidentialwww.milestoneinternet.com | 1-408-200-2211
THEWEBSITE INTERCONNECTED CHATBOT
Chatbot
Liveagent
Interconnected
learningsystem
Publishtosite
FAQs
PushFAQsto
chatbot

47. Confidentialwww.milestoneinternet.com | 1-408-200-2211
PROMOTEYOURAPPONTHEWEBSITE

48. MEASURE PERFORMANCE

49. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ENTITYSEARCH- 17% INLEADACTIVITYQ3YOYFORMAJORBANK
BRANCHPAGES
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Q1 - 2017 Q1 - 2018 Q2 - 2017 Q2 - 2018 Q3 - 2017 Q3 - 2018
Get Directions See Branch Details Email a Mortgage Loan Officer See All Hours
See all holiday hours Thank a Banker Deposit cut-off times Find a Mortgage Loan Officer
Click to call Find an Advisor Make an Appointment View all banking professionals
17%

50. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
ENTITYSEARCH–19%INCREASE IN CLICKS
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51. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
QUERIES FROM OKGOOGLE –PAID SEARCHCAMPAIGNThe image part with relationship ID rId2 was not found in the file.
We can easily see that GoogleAds campaign is also triggering from Voice search.As OkGoogle in
Search terms.
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52. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GMB QUERIES (FILTERED)
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53. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GOOGLESEARCHCONSOLEQUERIESWITHHIGHIMPRESSIONS
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What
Queries
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Near me
Queries
Increased visibility

54. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CHATBOTANDCENTRALIZED DASHBOARD
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55. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ANALYTICS
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QUERIES ON
MOBILE
FAQs,
CLICKS,
POST
SEARCH
ACTUAL
CHATBOT
CONVERSATION
S
ANALYTICS
FROM ACTIONS
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56. VOICE SEARCH MUST
HAVE’S
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57. Confidentialwww.milestoneinternet.com | 1-408-200-2211
VOICE SEARCHMUSTHAVE
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNOLOGY
(SPEED, HTTPS,AMP, PWA)
PROMOTION
VOICEACTION OPTIMIZATION
MEASURE PERFORMANCE 6
5
4
3
2
1
#SMXInsights