How can you optimize your content for voice search? In this presentation Aleyda shares actionable advice to optimize your content for conversational search.
How to better understand voice search behavior and optimize to make the most out of the voice search opportunity? In this presentation you'll obtain insights, actions and tools.
Growing your Search Results in International Markets at #inbound18Aleyda Solís
How to develop a successful international SEO process while avoiding the most common issues? Take a look at this presentation with the steps, criteria and tools to follow and use!
How to better understand voice search behavior and optimize to make the most out of the voice search opportunity? In this presentation you'll obtain insights, actions and tools.
Growing your Search Results in International Markets at #inbound18Aleyda Solís
How to develop a successful international SEO process while avoiding the most common issues? Take a look at this presentation with the steps, criteria and tools to follow and use!
How to Optimize for Conversational Search #SMXLondonAleyda Solís
How can you optimize your content for voice or conversational search? Take a look at actionable steps to not only identify queries opportunities but to optimize and expand your content to become the google assistant answer.
How to Succeed at Real International SEO Scenarios - #SearchLove London Aleyda Solís
International SEO presentation at SearchLove London with three of the most common International SEO challenges, learnings, actions to take and tools to use to overcome them.
Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLONAleyda Solís
In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!
A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXl...Aleyda Solís
Technical SEO can easily become an adventure: Let's go through different scenarios in order to grow your organic search presence by identifying opportunities from logs, fixing hreflang and mobile SEO.
Keyword Research in a Mobile World #PubconAustinAleyda Solís
How your mobile audience is searching? How can you target their behavior to grow your mobile search results, traffic and conversions? Check out this presentation.
How to Optimize for Conversational Search #SMXLondonAleyda Solís
How can you optimize your content for voice or conversational search? Take a look at actionable steps to not only identify queries opportunities but to optimize and expand your content to become the google assistant answer.
How to Succeed at Real International SEO Scenarios - #SearchLove London Aleyda Solís
International SEO presentation at SearchLove London with three of the most common International SEO challenges, learnings, actions to take and tools to use to overcome them.
Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLONAleyda Solís
In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!
A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXl...Aleyda Solís
Technical SEO can easily become an adventure: Let's go through different scenarios in order to grow your organic search presence by identifying opportunities from logs, fixing hreflang and mobile SEO.
Keyword Research in a Mobile World #PubconAustinAleyda Solís
How your mobile audience is searching? How can you target their behavior to grow your mobile search results, traffic and conversions? Check out this presentation.
How to Grow your Organic Search Traffic in International Markets #ConnectaBernAleyda Solís
Learn how to make the most out of international SEO to grow your organic search results and profits from international markets: criteria, do's and dont's, tools and more.
Are you Prepared for Voice Search- BrightonSEO September 2016- Purna VirjiPurna Virji
Voice Search adoption rates continue to soar...how does this impact advertisers? Purna Virji shares 5 actionable steps that SEO, SEA and SEM marketers can do right now to help adapt for voice. From Brighton SEO, September 2016
Paleo SEO | Understanding Foundational Human Needs to Drive Your Content Stra...Grant Simmons
Starting with Maslow's hierarchy of needs, we'll explore how content strategy & tactics need to align with the foundational aspects of human need expressed in search queries and online behavior.
Follow caveman Ugg as he navigates paleo-challenges to satisfaction, then apply to the core elements of content (uniqueness & value), safety (trust & https), social need (sharing & sharability) ego bait and esteem (authoritative connections & links), and finally the pinnacle of paleo SEO - self-actualization of success... the metrics that matter to become chief of the tribe.
Leverage human needs for content success
Ideate and identify key queries to target
Create content that satisfies users queries
Focus on metrics that matter for reporting
Profesyonel SEO İçerik - Aleyda Solis - SEOzone 2014 Sunumu Dogan Akdag
Uluslararası SEO danışmanlığı yapan, SEO ile ilgili bir çok kaynakta yazıları yayınlanan Aleyda Solis, SEOzone 2014’te en beğendiğim sunumu gerçekleştirdi diyebilirim. Hem yüksek enerjisini yansıtarak, hem de SEO makale konusunda “İçerik kraldır” lafının çok ötesinde bilgiler vererek, detaya inerek faydalı ve ders verici bir konuşma gerçekleştirdi.
Build a Web Presence that Outsmarts, Outperforms and Outlasts GoogleStoney deGeyter
Learn what it takes to build a web marketing campaign that survives every search engine algorithm change from the past, present and the future. SEO can no longer survive without building the entire web presence. This presentation teaches you how to build an extraordinary web presence that will outlast Google!
Punk Rock SEO from State of Search 2015Mike Arnesen
Check out my presentation from State of Seach 2015 in Dallas, Texas on "Punk Rock SEO". Want to reach a more in-depth blog post after you click through the slides? Check out the blog post version of this presentation here: http://www.upbuild.io/blog/punk-rock-seo/
Presentation for #OMGConf2014 -How to social sell without being a creep. Nobody wants to be sold to - find out how you can engage in relevant conversations and establish yourself as a trusted source.
Winning SEO in a Mobile First World #UngaggedAleyda Solís
How to make the most out of mobile search? From Google's mobile first index, to rich results, to AMP & PWAs... take a look at the possibilities, steps, criteria and tools to use.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
At the 2015 MnSearch Summit, Aleyda Solis delivered a great presentation titled "How to Effectively Establish & Run a Successful International Digital Marketing Strategy".
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...Aleyda Solís
Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:
* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeachAleyda Solís
Aprende a gestionar proyectos SEO complejos de forma exitosa siguiendo principios de gestión de proyectos:
1. Influenciando para obtener apoyo a actividades SEO
2. Rapidez y agilidad para ejecutar y aprovechar oportunidades
3. Ejecutando de forma efectiva y consistente para construir en vez de cazar errores
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Optimizing for Conversational Search #SMSSYD19
1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“Ok Google, How to Optimize
for Conversational Search?”
2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“Ok Google, How to Optimize
for Conversational Search?”
3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Voice search seems to be everywhere now
4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
But no, voice is
not expected to
eat visual search
and kill SEO
UGH
5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
People are using voice but mostly for some
type of simple action driven queries
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Most of assistants requests at the moment are for
to-dos, managing the calendar, doing simple tasks
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
A high share of queries
require a visual output
to satisfy users,
especially in the decision
making process
8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Google also don’t think everything will shift to voice as
half of the assistant interactions are of voice + touch
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
That’s the reason why we
now have smart displays too
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
10. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Voice is an aspect of a new conversational search
context that SEO needs to take into consideration
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Welcome to the voice conversational search era
driven by the Google Assistant
12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Where results become answers
of a conversation journey
13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you identify conversational
queries to target with your site content?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
People are now using the search assistants
as personal advisors
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational First Person Immediate
16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
For real
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check the assistants’ voice commands
to identify query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
What When Who
Where Why How
Most are informational queries,
starting with the 6Ws
20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Go through your
existing search
queries looking for
these initial
questions patterns
GOOGLE SEARCH CONSOLE
21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Look for first
person questions
or geo-modifiers
22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19SISTRIX, SEMRUSH, AHREFS
Expand your top queries with those of your main
competitors including these questions patterns
23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Look for Google’s
related keywords
and suggestions
KEYWORDS EVERYWHERE
24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Do a keyword
research focused
on questions
based on all of
these to identify
opportunities
SISTRIX, SEMRUSH, KWFINDER
25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
"How can you optimize your content
for these conversational queries?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It’s about becoming the 1st search result answer
27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
For factual questions, these are usually “answer
boxes” powered by the knowledge graph…
28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
…or results from Google’s own services
29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
“40.7% of all voice search answers came
from a Featured Snippet.”
31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Questions, prepositions, and comparisons
dominate featured snippet results
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
Questions
52.57%
Prepositions
33.65%
Comparisons
28.64%
32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
These are usually targeted by FAQ, guides, resources
addressing informational queries in the customer journey
33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Although we can also find a few commercially driven
queries triggering features snippets too
34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
They need to be already ranking well already
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
The content should be organized in paragraphs,
lists or tables of certain length based on their type
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It should be well structured, easy to read content,
featured in a secure, mobile friendly page
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Take also into consideration the criteria used by the
Google Assistant to evaluate speech results quality
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It’s about information satisfaction but also length,
formulation and potential elocution of your content
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“usefulness of the
response, and for
audio responses, the
quality of the speech”
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Use also the speakable structured data property
to specify your “speech friendly” content
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Even if you’re not a US news site elegible
to appear in news results it provides
criteria to follow to be “speech ready”
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Use the previous criteria to optimize content to be
concise & well structured, using headings and images
44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Besides headings & images, you can use
lists & tables when relevant too
45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Google selects the best structured & concise content
of the page that specifically answers the query
46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check which of your identified queries trigger featured
snippets and format their targeted content accordingly
AHREFS, SEMRUSH
47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you monitor your Website
results for conversational queries?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
You can monitor if your site and competitors are
already shown in them for which query and page
SISTRIX, SEMRUSH, AHREFS
49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19SEOMONITOR
You can do this also by
using your own rank
tracking software
50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Verify if these are featured in the Google’s
Assistant results through the mobile app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Assess their impact to identify and expand the best
performing queries also from a conversion perspective
SEOMONITOR
52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It should be a win-win scenario for voice
answers and additional SERP visibility!
53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you expand your site presence
with the Google Assistant with Actions?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
The assistant doesn’t
only use Websites
content but also
Google Actions for
answers…
55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Actions are conversational
applications that can be
triggered via the Google
Assistant directly or
through a matching intent
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check the existing actions in your
sector with the Assistant Directory
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Fashion ones, for example
58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
You can build one to
expand the distribution
of your site content as
well as complement its
functionality
59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Like I did here, taking into consideration the simpler,
action driven requests made through voice
HTTP://WHYMYWEBTRAFFICDROPPED.COM/
60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It works like this
61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Google highly
facilitates Actions
development with
Actions Console
Projects
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Along a complete documentation, demos and
tutorials to facilitate the development process
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/
63. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It has an assistant
that will allow
you to choose your
action type
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It will take you through the different Actions
development steps in the console
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
65. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It will also give the option to build actions by using
Diagoflow or even with Google Docs based templates
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/
66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Allowing to specify,
design, as well as
test your Action
content, including
how it will be
invoked
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
67. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Actions can expand
your voice
discoverability,
allowing you to
better understand
your users voice
behavior too
68. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Optimizing for the new
conversational search
journey, addressing
voice queries
is possible, positive…
and not that bad
69. * SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Crawling Mondays Host
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of 2018
Thank you
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19