Optimising Content For Voice Search & Virtual Assistants
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In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Apple's Siri, Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice-driven.
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Optimising Content For Voice Search & Virtual Assistants
- 1. #SMX #21A3 @PeteCampbell Pete Campbell, Managing Director, Kaizen Optimising Content for Voice Search & Virtual Assistants
- 2. #SMX #21A3 @PeteCampbell Pete Campbell, Managing Director, Kaizen Optimising Content for Voice Search & Virtual Assistants
- 3. #SMX #21A3 @PeteCampbell PETE CAMPBELL / KAIZEN • Founder / Managing Director of Kaizen • Content-led visibility powered by in-house tech • Specialist team of Coders/Designers/Marketeers • 2 award wins, 5 nominations in 2016/17 • Pete built his first website at 11, first grey hair at 28 • Running his 1st marathon this weekend (#brag) • Proud owner of an Amazon Echo Dot
- 5. #SMX #21A3 @PeteCampbell 30 YEARS AGO APPLE PROPHESIED A VISION OF AI ASSISTANTS https://youtu.be/9bjve67p33E?t=1m20s
- 7. #SMX #21A3 @PeteCampbell EXPECTATION REALITY
- 8. #SMX #21A3 @PeteCampbellCredit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html
- 9. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
- 10. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
- 12. #SMX #21A3 @PeteCampbell PERSONAL ASSISTANTS
- 13. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK
- 14. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK GOODBYE SIRI
- 15. #SMX #21A3 @PeteCampbell GOOGLE IS NOT OK GOODBYE SIRI ALEXA, HELLO
- 16. #SMX #21A3 @PeteCampbell AMAZON’S BEST SELLING PRODUCT IN 2016 5M+ ECHO DEVICES SOLD SINCE LAUNCH 61% 92% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Siri OK Google Alexa UserSatisfactionbyDevice Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
- 17. #SMX #21A3 @PeteCampbell User Provides Query Voice API Converts to Text AI Performs Query Search Results THE PROBLEM WITH VOICE SEARCH TODAY
- 18. #SMX #21A3 @PeteCampbell X X User Types Query Search Results User Provides Query Voice API Converts to Text AI Performs Query Search Results IS THAT IT’S NOT MUCH DIFFERENT FROM TYPING
- 19. #SMX #21A3 @PeteCampbell User Provides Query Voice API Converts to Text AI Performs Query Search Results User Provides Command AI Structures Request to 3rd Party API Action & Response X VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE X X User Types Query Search Results “Order a Pizza” Brands API #diet
- 20. #SMX #21A3 @PeteCampbell HOW OWNERS ARE USING ECHO Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
- 21. #SMX #21A3 @PeteCampbell OK GOOGLE, WHAT’S NEXT?
- 22. #SMX #21A3 @PeteCampbell “The destiny of [Google] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013
- 23. #SMX #21A3 @PeteCampbell “You could ask it a question and it would tell you exactly the right answer, it would tell you things you need to know before you could ask it.” Amit Singhal – Google SVP Search, 2013
- 24. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
- 25. #SMX #21A3 @PeteCampbell DEEP AI / MACHINE LEARNING
- 26. #SMX #21A3 @PeteCampbell GOOGLE DEEPMIND
- 27. #SMX #21A3 @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
- 28. #SMX #21A3 @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
- 29. #SMX #21A3 @PeteCampbell IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1
- 30. #SMX #21A3 @PeteCampbell NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING https://www.youtube.com/watch?v=nMR5mjCFZCw
- 31. #SMX #21A3 @PeteCampbell IBM WATSON
- 32. #SMX #21A3 @PeteCampbell THE NORTH FACE USE IBM’S WATSON TO OFFER CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
- 33. #SMX #21A3 @PeteCampbell THE NORTH FACE USE IBM’S WATSON TO OFFER CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
- 34. #SMX #21A3 @PeteCampbell BEARNAKED USES WATSON TO ‘TASTE-TEST’ YOUR CUSTOM-MADE GRANOLA RECIPES BEFORE YOU ORDER
- 35. #SMX #21A3 @PeteCampbell OPTIMISING FOR NARROW AI
- 36. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
- 37. #SMX #21A3 @PeteCampbell ANSWERS ACTIONS
- 39. #SMX #21A3 @PeteCampbell USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
- 40. #SMX #21A3 @PeteCampbell CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
- 41. #SMX #21A3 @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
- 44. #SMX #21A3 @PeteCampbell APIS ARE KEY TO FUTURE ORGANIC VISIBILITY WEB SEARC H APP VOICE AI
- 45. #SMX #21A3 @PeteCampbell APP INDEXING & DEEP LINKING
- 46. #SMX #21A3 @PeteCampbell OPENS PAGE IN THE APP ‘Install App’ Button Fallback APP INDEXING & DEEP LINKING IN IOS & ANDROID
- 47. #SMX #21A3 @PeteCampbell Access Apps from Anywhere Run Android Apps without Installation INSTANT APPS WILL DOMINATE (ONE DAY)
- 48. #SMX #21A3 @PeteCampbell ONE URL – SAME CONTENT MOBILE APP DESKTOP ONE URL TO RULE THEM ALL
- 49. #SMX #21A3 @PeteCampbell 1. Add Support for HTTP URLs 2. Use App Indexing API or SDK (iOS) 3. Test in Android Studio or Safari 4. Register in Google Search Console 5. Monitor via Search Analytics Report HOW TO IMPLEMENT APP INDEXING https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf
- 50. #SMX #21A3 @PeteCampbell SMARTPHONE AI VOICE ACTIONS
- 51. #SMX #21A3 @PeteCampbell “SEARCH FOR [KEYWORD] ON [APP NAME]” Intent Action Context Google-Approved API Commands Only Credit: https://developers.google.com/voice-actions/system/
- 52. #SMX #21A3 @PeteCampbell Use NSUserActivity to build index of App Content & Search Activities Eligible Activities Only Appear on Siri Credit: http://apple.co/1YilYuO
- 53. #SMX #21A3 @PeteCampbellCredit: http://apple.co/1YilYuO • VoIP calling / messaging • Payments • Photo • Workouts • Ride Booking • CarPlay • Restaurant Reservationshttps://developer.apple.com/sirikit/
- 54. #SMX #21A3 @PeteCampbell SMARTDEVICE AI VOICE ACTIONS
- 55. #SMX #21A3 @PeteCampbell HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
- 56. #SMX #21A3 @PeteCampbell HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
- 57. #SMX #21A3 @PeteCampbell MANAGE YOUR ENERGY ACCOUNT
- 58. #SMX #21A3 @PeteCampbell OR DEMYSTIFY INSURANCE JARGON
- 59. #SMX #21A3 @PeteCampbell OR JUST.. ORDER A PIZZA
- 60. #SMX #21A3 @PeteCampbell TL;DR VERSION
- 61. #SMX #21A3 @PeteCampbell VOICE ACTIONS VOICE SEARCH FOCUS ON NOT
- 62. #SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
- 63. #SMX #21A3 @PeteCampbell STILL THE STUFF OF HOLLYWOOD..
- 64. #SMX #21A3 @PeteCampbell DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/VOICE- SEARCH/ THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- * PLAY VIDEO UNTIL 2min 37 SECONDS * “I left a message saying you had called” – “OK”
- Siri is… terrible
- the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
- the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
- This approach requires much less computational might. While the previous system required eight days of training on high-end GPUs to play Atari games, the new AI achieved better performance on more modest CPUs in just four days. With Atari well and truly beaten, the team moved on to other games. In a simple 3D racing game (see video below) it achieved 90 per cent of a human tester’s score.
- the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
- the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
- People don't go shopping for clothing. They shop for clothes that match up with an activity, such as hiking or power walking. Yet, the amount of unstructured data related to adventure sports is scattered all over the globe. Most stores don't keep a mountain biking expert on staff at all times. That's why The North Face uses Watson to guide customers to the right product. You begin by entering a phrase like "Biking in London in March" to kick things off. You enter whether you are male or female. Watson might ask if you expect rain or snow, and if you prefer any custom options. You'll then see a selection of products, not a laundry list of sizes and colours, but rather clothing that matches up with your upcoming activity. It takes the 'unstructured' database of an e-commerce site and makes it more of a human-centric experience.
- That's right, IBM Watson can help you "design" your granola. While it might seem cheeky, the brand uses Watson to analyse thousands and thousands of possible ingredient combinations. Once again, this is a good example of analysing unstructured data. If you pick an ingredient like Blackberry Powder, Watson will determine that Dried Pomegranate Arils and Red Bean Crisps match up nicely. You can remove an ingredient (like the Blackberry Powder) and Watson will suggest an alternative (like Coriander). The alternative to this incredible intelligence would be to tap an expert chef who already knows which recipes work best for granola.
- We can optimise for Narrow AI / the assistants right now
- People don't go shopping for clothing. They shop for clothes that match up with an activity, such as hiking or power walking. Yet, the amount of unstructured data related to adventure sports is scattered all over the globe. Most stores don't keep a mountain biking expert on staff at all times. That's why The North Face uses Watson to guide customers to the right product. You begin by entering a phrase like "Biking in London in March" to kick things off. You enter whether you are male or female. Watson might ask if you expect rain or snow, and if you prefer any custom options. You'll then see a selection of products, not a laundry list of sizes and colours, but rather clothing that matches up with your upcoming activity. It takes the 'unstructured' database of an e-commerce site and makes it more of a human-centric experience.
- Took me 7 attempts to get OK Google to understand the question
- MusixMatch built the API First, then the App, then the Website, and now only engaging in SEO
- Took me 7 attempts to get OK Google to understand the question
- Took me 7 attempts to get OK Google to understand the question
- Invocation triggers define how users invoke and discover your actions. Once triggered, your action carries out a conversation with users, which is defined by dialogs. Dialogs define how users converse with your actions and act as the user interface for your actions. They rely on fulfillment code to move the conversation forward. Fulfillment is the code that processes user input and returns responses and you expose it as a REST endpoint. Fulfillment also typically has the logic that carries out the actual action like retrieving recipes or news to read aloud.
- We can optimise for Narrow AI / the assistants right now