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Power Your Business with FAQs
Milestone Inc. emphasizes the importance of answering customer questions to enhance brand visibility and digital marketing effectiveness, particularly in the evolving landscape of search engines. They outline challenges in managing large volumes of inquiries across various channels and propose their FAQ Manager solution to streamline the process. Key strategies for success include optimizing content for voice search, maintaining consistent messaging, and leveraging structured data to improve search rankings.
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Power Your Business with FAQs
- 1. MilestoneInternet.com | +1408-200-2211 Be everywhere your customers are Power Your Business with… June 24, 2021
- 2. Confidential 2 Your Speakers Ritika Chugh Sr.Director Product & R&D Milestone Inc https://www.linkedin.com/in/ritikachugh/ Tushar Prabhu Director SEO and Content Milestone Inc https://www.linkedin.com/in/tusharprabhu/
- 3. Milestone Platform –Built-in Search Technology Drives Experience and Visibility Digital Discovery Local Listings • Reviews • Insights • Analytics Digital Experience CMS • Schemas • FAQ Manager Digital Marketing Services Design • Content • SEO • Paid • Analytics Drive online customer acquisition by amplifying content to reach the right audience Increases traffic, leads, and revenue by 15-25% Bridges the resources and skills gaps Lowers customer acquisition costs Hospitality • Restaurants • Retail • Finance • Automotive • Healthcare • Technology
- 4. Confidential 4 Milestone Inc. • Milestonefounded in 1997, based in Silicon Valley with development centers in India • Customers include major Fortune 100 brands across multiple verticals • Engineering and innovation focused organization • Won over 300 innovation awards
- 5. Agenda 1. Search Trends 2.Why answering questions is important 3. Challenges of answering questions 4. Milestone’s solution for answering questions at scale 5. Tips for your FAQ and voice strategy • Tips To Get Voice Search Ready • Common Mistakes • Tips For Your FAQ Strategy • Tips For Answering Questions Agenda
- 6. Confidential 6 Putting the Evolutionof Search in Context Era of popularity Era of combating spam Era of enhancing experience Growth of mobile, Longtail explosion Emergence of entities Page rank algorithm Panda Penguin Page layout Interstitials Hummingbird Mobilegeddon Rankbrain BERT SMITH LaMDA MUM
- 7. Confidential 7 Putting the Evolutionof Search in Context All search queries are “questions” and the search results are “answers” Search engine algorithms evolving to provide answers (and not just links to websites that might have the right answer)
- 8. Confidential 8 A Few SearchStats… There is a growing disconnect between what marketers put out and what searchers need Search engines are trying to bridge this gap by finding and providing most suitable answers 80% 10% 10% 10% 90% 17% 83% 23% 77% 80% of all searches are informational 90% of all content has no audience 17% of daily searches have never been done before 23% of SERPs are around Q&A type content
- 9. Confidential 9 Percent Appearance ofKey Rich Result Categories in Search Results Pages Through May 2021 • Question-answer oriented content at 23%, so questions and FAQs are integral to successful content • Knowledge Panel on the rise to 14%, so local consistency, listings, and GMB critical • Reviews appearance trending up to highest level over 12 months • Local Pack at 8%, highest level in last 15 months Data from MPC based on 575 Milestone customer websites, Feb 2020 to May 2021 Q&A Content Knowledge Panel
- 10. Confidential 10 Google Favors ContentThat Answers Questions QUESTIONS IN KNOWLEDGE GRAPH QUESTIONS IN LOCAL LISTINGS ENHANCED LISTING WITH FAQ FEATURED SNIPPET PEOPLE ALSO ASK Answering questions can help you maximize brand exposure
- 11. Confidential 11 Answering Questions CanHelp You Build EAT Brand verified content with voice & entity optimization Answer your customers’ questions Be the source of truth for potential customers Ensure consistent messaging across all channels EXPERTISE UTHORITY RUST “Consistent brand presentation across all platforms increases revenue by up to 23 percent” - Forbes Magazine When Google features your answers in featured snippets, FAQs and People Also Ask Improved SERP visibility helps you emerge as the authoritative source of information With your answers visible everywhere, you earn the trust of your audience A T
- 12. Confidential 12 Answering Questions ImprovesSearch Visibility FINDINGS • 42% better CTR in Mobile devices • 70% more likely to show up in People Also Ask • FAQs with FAQ schemas achieve an average of 5.5 position better rank • 11.5% increase in impressions https://go.milestoneinternet.com/l/679863/2021-03-08/28f4rt Improved CTR Better Rankings Improved Impressions & Clicks Milestone Research on FAQs
- 13. Confidential 13 The Channels WhereYour Audience Is Most Likely To Ask Questions This is a sample text. Insert your desired text here. Search Engines This is a sample text. Insert your desired text here. Community Forums This is a sample text. Insert your desired text here. Local Business Listings Social Media Voice Assistants
- 14. Confidential 14 Challenges of Answeringa Large Volume of Questions Across Multiple Channels • How do you find questions your audience is asking about your brand on… • Search engines • Social media • Local channels • Forums • How do you find questions being asked about your products, services, policies and more? • When new questions are asked about your business, how do you make sure you find and answer them before someone else does? Providing Consistent Answers Across Touchpoints Updating Answers Everywhere Scaling Across Multiple Locations Finding Questions
- 15. Confidential 15 Challenges of Answeringa Large Volume of Questions Across Multiple Channels • How do you manage the workflow of answering questions at scale • Drafting answers • Getting internal reviews (including legal in many cases) • Optimizing answers for search friendliness • Adding images and links to other content where meaningful • How do you make sure consistent answers are posted across various touchpoints and devices? Providing Consistent Answers Across Touchpoints Updating Answers Everywhere Scaling Across Multiple Locations Finding Questions
- 16. Confidential 16 Challenges of Answeringa Large Volume of Questions Across Multiple Channels • If the answer to an already answered question changes, how do you make sure it is consistently updated everywhere? • You need to make sure the answer is consistent across • Your website • Your Google My Business Listing • Chatbots • Voice Assistants • Having a different answer in different places can have an adverse impact on credibility Providing Consistent Answers Across Touchpoints Updating Answers Everywhere Scaling Across Multiple Locations Finding Questions
- 17. Confidential 17 Challenges of Answeringa Large Volume of Questions Across Multiple Channels Finding Questions Providing Consistent Answers Across Touchpoints Updating Answers Everywhere Scaling Across Multiple Locations • For multi-location businesses, the complexity is even more • Deciding which questions need global answers across all locations and which are location specific? • How do you scale answering questions across all locations while maintaining consistency and accuracy of answers? Milestone has been working on solving these problems for more than two years.
- 18. Confidential 18 To Solve theProblems, We Needed A Solution That Would… 1 2 3 4 5 6 Listen and curate questions from multiple sources Perform Bulk operations Organize FAQ content Add, publish, update answers at scale across channels Workflow tools(moderation workflows) Report on performance of FAQs
- 19. Confidential 19 Website Chatbot Voice Local/GMB •Bulk upload questions • Organize & answer once • Built-in Schemas • Bulk publishing • Scales for multi-location • Reporting Keyword Research Google Search Console Google My Business Answer the Public FAQ Manager Curation Engine & Publishing Engine Milestone’s FAQ Manager Solution
- 20. Voice Search Answers. CanYou Influence Them?
- 21. Confidential 21 FAQs Help Optimizefor Voice Search FAQ MANAGER Your central repository of FAQs Voice Search Answers FAQs on your site’s landing pages (with embedded schemas) Featured Snippet People Also Ask Enhanced FAQ Listing
- 22. Confidential 22 Using FAQ ManagerHelps Build on FAQ Strategy Website Chatbot Voice Local/GMB
- 23. Confidential 23 Manage FAQs onLocal Business Channels Chatbot Voice Local/GMB Website
- 24. Confidential 24 Scale Operations withMulti-Location FAQ Publishing • Once click publish capability • Publish to 1000’s of locations at once
- 25. Confidential 25 FAQs Help Optimizefor Voice Search FAQ MANAGER Your central repository of FAQs FAQs on your site’s landing pages Intent recognition Natural Language Processing Unanswered Questions Website Voice Local/GMB Chatbot
- 26. Confidential 26 Measure Your FAQPerformance Demonstrate the effectiveness of your FAQ strategy through reports around: • FAQ powered search traffic • Rich results visibility • Featured snippets visibility • Voice search queries • Answer/response rate * Probable voice search queries reported in Google’s Console
- 27. Confidential 27 A Quick Summaryof How Milestone FAQ Manager Works Crowdsourcing Voice App Website (any CMS) & mobile Create FAQs OR Crowdsource & Curate FAQs Research, organize and answer FAQs Local Channels + Auto suggestions Chat bot Google Assistant Unanswered Questions Curation Engine Publishing Engine FAQ Manager Bulk Upload Reports One line of code added to your tag manager powers the solution
- 28. Confidential 28 FAQs With Schema:Technology Company Success Story 0 100000 200000 300000 400000 500000 600000 Clicks 2020 Clicks 2021 0 4000000 8000000 12000000 Impression 2020 Impression 2021 151% Increase in Clicks 361% Increase in Impressions Data for last 3 months of 2020 and 2021
- 29. Tips and Tricks ToHelp You Get Your FAQ and Voice Strategy Right
- 30. Confidential 30 10 Tips ToGet Voice Search Ready 1. Be mobile-first 2. Focus on page speed & experience 3. Go HTTPS 4. Create local listings 5. Research questions that people ask for 6. Keep your content conversational 7. Build strong FAQ pages 8. Use structured data 9. Implement speakable schema markup* 10. Monitor on Google Search Console * Only accessible to news publishers
- 31. Confidential 31 7 Common MistakesTo Avoid 1. Answer inconsistency 2. Ignoring user questions on local business Q&A channels 3. Disorganized page structure (headings, bullets, image alts, hyperlinks etc.) 4. Not using structured data 5. Poor speed and experience 6. Bad mobile usability and responsiveness 7. Lack of internal linking
- 32. Confidential 32 10 Tips forGetting Your FAQ Strategy Right 1. Do question research 2. Invest in the trust value of answering questions 3. Look for brand questions on social and local channels 4. Answer questions about your brand, products and services 5. Share knowledge and build thought leadership 6. Add FAQs to your landing pages 7. Internal linking from FAQs 8. Competitors’ rich results 9. Turn People Also Ask listings into featured snippets 10. Maximize visibility of page 1 listings
- 33. Confidential 33 5 Things ToKeep in Mind While Answering Questions 1. Be concise -- not too wordy yet informative 2. Think beyond sentences and paragraphs (Images, Tables, Lists, Headings and Sub-headings, Links, etc.) 3. ‘How-to’ content 4. Think beyond your website 5. FAQs are a great way to earn trust • Be empathetic • Be conversational • Be authoritative
- 34. Confidential 34 Sign Up fora 2021 FAQ Analysis First 10 attendees* to register will get a complimentary FAQ potential analysis. Select SEO and Content. * Available to first 10 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit
- 35. Confidential 35 Engage 2021 Transform,Grow & Enhance for Digital Breakthrough Free and virtual August 17 and 18, registration information coming very soon by email and on site
- 36.
- 37. +1 408-200-2211 MilestoneInternet.com Silicon Valley| Bangalore | Ahmedabad Thank You