Optimizing Content for Voice Search & Virtual Assistants
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Create conversational content that answers common questions in 3 sentences or less. Optimize your site for speed, use HTTPS, and implement AMP, PWA, and schemas. Promote your actions and skills and measure their performance through analytics to further improve your voice search optimization.
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Optimizing Content for Voice Search & Virtual Assistants
- 1. #SMX @benuaggarwal Jan 2019 Optimizing Content For Voice Search & Virtual Assistants
- 2. #SMX @benuaggarwal BENU AGGARWAL 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. #SMX @benuaggarwal 6 STEPS TO VOICE SEARCH CONVERSATIONAL CONTENT DESIGN&UI TECHNOLOGY (MOBILEFIRST,SPEED,HTTPS, SCHEMA,AMP,PWA) PROMOTION VOICEACTION OPTIMIZATION MEASUREIMPACT 6 5 4 3 2 1
- 5. #SMX @benuaggarwal WHEN DO PEOPLE USE VOICE SEARCH? Driving Doing another activity WatchingTV Working Cooking Exercising or walking Showering or using the bathroom With family or friends Inbed 52.8% 21.3% 7.5% 7.4.8% 5.5% 2.6% 2.3% 0.4% 0.2%
- 6. #SMX @benuaggarwal HOW DOES IT WORK? VOICE SEARCH “What is the best hotel to stay at inChicago…” “Where do I buy a chain saw?” “Where is my nearestATM?” “When does the NewYork MomaClose?” Google Assistant Apple Siri Amazon Echo Voice search implies “singlerightanswer”
- 7. #SMX @benuaggarwal SEARCH HAS CHANGED TEXT DRIVEN 2008 2019 VOICE DRIVEN KEYWORDS CONVERSATIONS Noduplicate content Nospammy contentorlinks Prioritize great content
- 8. #SMX @benuaggarwal CONTENT ANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY
- 9. #SMX @benuaggarwal CONVERSATIONAL CONTENT AND MICRO-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?
- 10. #SMX @benuaggarwal CREATE CONTENT FOR EVERY STAGE OF THE JOURNEY 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 IWANTTO KNOW IWANTTO GO IWANTTO DO
- 11. #SMX @benuaggarwal OPTIMIZE YOUR LANDING PAGE AND MOBILE CAMPAIGNS - “HOTEL NEAR ME” “NEARME QUERIES” “WHERE QUERIES” “NEAR BUSINESS NAME” “THIS WEEKEN QUERIES” “Hotels near me” POSITION 6.7 POSITION 1.5
- 12. #SMX @benuaggarwal HOW TO CREATE CONTENT FOR INFORMATIONAL? Where is Playa delCarmen5th Avenueparking? What arethebest PlayadelCarmen5th Avenue restaurants? ? Whatarethebest PlayadelCarmen 5th Avenueclothing 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 KEYWORDTOOLS
- 13. #SMX @benuaggarwal SEARCH ENGINE QUERY PROCESSING WHEN IT COMES TO QUESTION ANSWER STRUCTURED AND NONSTRUCTURED CONTENT CONTENT WHICH CAN ANSWER SPEFICIF QUESTIONS
- 14. #SMX @benuaggarwal FEATURED SNIPPET MUST HAVE Extractstexttoanswersearcher’s question Contentanswersquickly&includes relatedinfotosparkclickthrough Authoritativeandexperiencedriven contentyields higherCTR Featuredsnippetneedsamixoffactors togettothetopofGoogle Google’ssweetspotis54to58words
- 15. #SMX @benuaggarwal VOICE SEARCH AT WORK USERINTENT LANDINGPAGE EXPERIENCE
- 16. #SMX @benuaggarwal MULTIPLE WAYS TO CONNECT & CHAT WITH CONSUMERS Facebook chatwith us Website chat KnowledgeGraphChat Hundreds ofways to chatwith visitors
- 17. #SMX @benuaggarwal CENTRALIZED FAQ – SCALE VOICE QUERIES FAQs (voice search based) VOICE ACTIONS PLATFORM (AI-enabled) Chatbot Your website UNANSWERED INTENTS
- 18. #SMX @benuaggarwal DIGITAL ASSETS & SCHEMAS (digital assets, voice search compatibility)
- 19. #SMX @benuaggarwal 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 CreateTopicalContent 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 clicksinto the related page to buildout the complete topicalintent FAQ FAQ FAQ FAQ FAQ FAQ FAQ FAQ SITE ARCHITECTURE & CONTENT - MOBILE AND VOICE SEARCH
- 20. #SMX @benuaggarwal TURNYOUR SITE INTOTHE RESOURCE. GAINTRUST. IMPROVE CONVERSION – DIGITALASSETS ALIGN WITHVOICE SEARCH TRAVEL’S INSIGHTS STAFF TIPS MOBILE EXPERIENCE DIGITAL ASSESTS ALIGN WITH VOICE SEARCH - OPTIMIZE FOR MOBILE AND VOICE HOME THINGSTO DO
- 22. #SMX @benuaggarwal ENHANCE LOCAL SEARCH - LEVERAGE KNOWLEDGE GRAPH
- 23. #SMX @benuaggarwal UNAP AND SCAN REPORTS Milestone Local
- 24. #SMX @benuaggarwal Date Range: Sept 1 – Sept 30 2018 PAID CONVERSION INCREASES FOR QUERIES TARGETED FOR VOICE SEARCH 246 627 174 166 Interactions Conversions Interactions Conversions 70.73% ConversionRate $2.25 Cost/Conversion 26.48% ConversionRate $4.31 Cost/Conversion VOICE SEARCH CAMPAIGN TRADITIONAL CAMPAIGN Higher conversion rate, lower cost/conversion 24X ROAS FOR VOICE SEARCH CAMPAIGNS. VOICE SEARCH CAMPAIGNS CONVERTED AS HIGH AS 80
- 25. #SMX @benuaggarwal 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 SEARCH CAMPAIGN – CP JACKSONVILLE 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
- 27. #SMX @benuaggarwal MOST CRITICAL TECHNICAL MUST HAVE’S SPEED Crawlability, Indexability, Validations Lowboncerate& Highengagement HTTPS AMP PWA RESPONSIVE DESIGN MOBILE-FIRST Schemas& Entities
- 28. #SMX @benuaggarwal HOW TO IMPROVE PAGE SPEED ENABLE COMPRESSION MINIFY CODE REDUCE REDIRECTS REMOVERENDER BLOCKING CODE LEVERAGE BROWSERCACHING IMPROVESERVER RESPONSETIME USE ACDN MOBILE FIRST
- 29. #SMX @benuaggarwal CREATE ACTIONS AND SKILLS (digital assets, voice search compatibility)
- 30. #SMX @benuaggarwal@MILESTONEMKTG WHAT AND WHY CREATE ACTION AND SKILLS? 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
- 31. #SMX @benuaggarwal HOW - CREATING ACTIONS & SKILLS WORKFLOW Createyour project Setup invocations Buildactions Setupintent& trainingphases Testwith simulator LinktoDomain Release Promote Measure& Analyze
- 32. #SMX @benuaggarwal DISCOVERY – PROMOTE THROUGH ACTIONS DIRECTORY
- 33. #SMX @benuaggarwal FAQs TO BUILD BOTS COLLECT FAQs CREATE INTENT& ACTIONS VALIDATE RELEASE INTEGRATE (CMS, Platforms) MODERATE TRACK
- 34. #SMX @benuaggarwal THE WEBSITE INTERCONNECTED CHATBOT Chatbot Liveagent Interconnected learningsystem Publishto siteFAQs PushFAQs tochatbot
- 35. #SMX @benuaggarwal PROMOTE YOUR APP ON THE WEBSITE
- 37. #SMX @benuaggarwal ENTITY SEARCH - 17% IN LEAD ACTIVITY Q3 YOY FOR MAJOR BANK BRANCH PAGES - 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%
- 38. #SMX @benuaggarwal@MILESTONEMKTG QUERIES FROM OK GOOGLE – PAID SEARCH CAMPAIGN WecaneasilyseethatGoogleAdscampaignisalsotriggeringfromVoicesearch.AsOkGoogleinSearchterms.
- 39. #SMX @benuaggarwal@MILESTONEMKTG GMB QUERIES (FILTERED)
- 40. #SMX @benuaggarwal@MILESTONEMKTG GOOGLE SEARCH CONSOLE QUERIES WITH HIGH IMPRESSIONS What Queries Near me Queries Increased visibility
- 41. #SMX @benuaggarwal CHAT BOT AND CENTRALIZED DASHBOARD
- 42. #SMX @benuaggarwal@MILESTONEMKTG FAQ MANAGER – VOICE QUERIES CONTENT MODULE
- 44. #SMX @benuaggarwal VOICE SEARCH MUST HAVE’S
- 45. #SMX @benuaggarwal VOICE SEARCH MUST HAVE CONVERSATIONAL CONTENT DESIGN&UI TECHNOLOGY (SPEED,HTTPS,AMP,PWA) PROMOTION VOICEACTIONOPTIMIZATION MEASUREPERFORMANCE 6 5 4 3 2 1 #SMXInsights
- 46. #SMX @benuaggarwal FEATURED SNIPPET MUST HAVE Extractstexttoanswersearcher’s question Contentanswersquickly&includes relatedinfotosparkclickthrough Authoritativeandexperiencedriven contentyields higherCTR Featuredsnippetneedsamixoffactors togettothetopofGoogle Google’ssweetspotis54to58words
- 47. #SMX @benuaggarwal PROMOTE YOUR APP ON THE WEBSITE
- 48. #SMX @benuaggarwal SAMPLE APP INVOCATION Invocation phrases
Editor's Notes
- 50% of all searches will be voice searches by 2020, per comScore. (Is it even a post about voice search if you don’t lead with this stat??) 2. About 30% of all searches will be done without a screen by 2020, per Gartner. 3. 12% of all households in the United States owned a smart speaker in 2017, per OC&C Strategy Consultants. That number is predicted to rise to 55% by 2022. 4. Voice search activity is exploding off the back of two key developments. Estimates put Amazon Echo sales north of 20m units, with Google Home sitting at around 7m, according to TechRadar.
- Taking Slides from our examples
- Especially important with Dillard’s partnership This content can produce significant SEO benefits, increase user experience, and increase the brand reach if these content pieces are more visible, can easily be shared, and are connected to relevant areas on the website Increasing visibility starts with the “The Jewelry information page”, which will be the content hub for How To & Tips, Guides, videos, and other services. This hub provides a centralized location for content that is commonly searched for by users on JA’s site and on Google. Objective: Become go-to, authoritative resource on topics Supplementary content hub How To’s, Tips, Guides, and Informational Content Content can be re-purposed across site Content hub makes it easier for users to find content
- Get Scarlet and see if I can get main questions KW Tools: MOZ Keyword Explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat
- CONVERSATIONAL CONTENT AND MICRO-MOMENTS DRIVEN BY VOICE SEARCH
- https://www.searchenginejournal.com/featured-snippets-types/219907/ -
- In above both accounts, we are considering C2BE visits as Conversions (Unable to track revenue for CP Jacksonville because of Brand booking engine) CTR= click-through rate CPC= Cost per Click
- Please add Mobile first Be secure with https Be Responsive Be Quick –Site speed to capture micro moments Be accessible/crawlability – XML sitemap must include all FAQ pages
- Enable compression. HTML, CSS, Javascript files over 150 bytes should use file compression (like gzip) Minify Code Remove the bloat (spaces, commas, unncessary code/characters) Reduce Redirects Each time a page redirects to another page, your visitor faces additional loading time thanks to http request reponse cycle Remove render blocking code Browsers have to build DOM trees before rendering the page, if a browser encounters a script during that process, it has to stop what it's doing and execute it before continuing. Leverage browser caching Browsers cache information – set an expiration date for your cache (usually a year unless your site changes frequently) Use "cache-control" and "ETag" in the .htaccess file "cache-control" sets how long an individual response can be cached by the browser ETAG provides the revalidation token sent to the browser to see if the resource has changed since last time the browser visited Improve server resonse time MUST be under 200ms Use a CDN Mostly for international SEO and page speed Set up multiple edge point servers
- Set up Invocations Build Actions using Dialog Flow Set up Intent and Training phrases Test Release Analytics
- https://assistant.google.com/explore/
- Collect FAQs, Create intent and actions Validate Release Integrate – CMS, Platforms Moderate Track
- https://www.searchenginejournal.com/featured-snippets-types/219907/ -