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Semrush2019decfinal
Milestone provides strategies and services to help businesses succeed with voice search optimization. They recommend focusing on conversational content, technical capabilities like speed and schemas, promotion through actions and skills, and measuring performance to maximize visibility and interactions through voice assistants and searches. The presentation outlined best practices across content, design, technology, promotion and analytics.
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Semrush2019decfinal
- 1. we put youin front of your customer ISYOURBUSINESSREADYFORVOICESEARCH? www.milestoneinternet.com | @milestonemktg @benuaggarwal
- 2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONEPRESENCECLOUDPLATFORM CMSLocal Reviews AnalyticsInsightsSocial Schemas VoiceSearch D R IVE R EVEN U E A N D TR A FFIC FR OM D IGITA L PRESIDENT & FOUNDER, MILESTONE, INC Silicon Valley Chicago Washington DC Bangalore Ahmedabad| | | |
- 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TRUSTEDBYTOPBRANDS-WITH OVER 500AWARDS
- 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG REALME – JOURNEYOFSELF -GROWTH MINDSET
- 5. CUSTOMER JOURNEYAND SEARCH ENGINEEVOLUTION
- 6. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMERBEHAVIORSARECHANGING QUESTIONS INSTEAD OF SEARCHES SHORTER ATTENTION SPANSSMALLER DEVICE SCREENSSCREEN-LESS DEVICES
- 7. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ALLABOUTMOBILEANDVOICESEARCH 50% of search is expected to be voice-based by 2020 (ComScore, 2017) 30% of web browsing will be screen-less by 2020 (Gartner 2019) https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ 65% of all Google searches are mobile (Google 2019) https://www.dbswebsite.com/blog/trends-in- voice-search/
- 8. Confidentialwww.milestoneinternet.com | 1-408-200-2211 WHENDOPEOPLEUSEVOICE 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%
- 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG WHATAREPEOPLE LOOKING ?84%OFSEARCHESAREDISCOVERY SEARCHES
- 10. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG WHATISHAPPENING TOSEARCHRESULTS &CLICKS? MOBILE BROWSER SEARCHCLICKS: SEPTEMBER 2019 56.10% 39.69% 4.22% Zero-Click Searches Searches w/ Organic Clicks Searches w/ Paid Clicks
- 11. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG YOUR DIGITALSTRATEGYIS TOSATURATEGOOGLE HOMEPAGE This is Your Homepage.
- 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG ANDSATURATERICHANSWERS, IMAGESANDSERP
- 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICESEARCHISALLABOUT-SINGLE RIGHTANSWER “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”
- 14. SEARCH ENGINE EVOLUTION ANSWERINGQUESTIONS & UNDERSTANDING HUMAN INTENT IS KEY TO WINNING
- 15. SEARCHHASEVOLVED TEXT DRIVEN 2008 2020 VOICE DRIVEN KEYWORDS CONVERSATIONS Noduplicate content No spammy content or links Relevant & precise results Understand Long Tail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX
- 16. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG BERT–WHAT, WHY&IMPACT –VOICE SEARCHREADYSearch Engines becoming smarter by understanding how humans interpret language. According to google – “Bert helps better understand the nuances and context of words in searches and better match those queries with more relevant results” GETTINGVOICEREADY CONVERSATIONAL IMPACTEDSEARCHES Google estimates that this update will impact around 1 of 10 searches Designed for conversational and natural language queries Relevant results, better user experience, less clicks
- 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG RICHRESULTS LEADSTOBETTER USER EXPERIENCE &SINGLE RIGHT ANSWER Rich Snippet no need to click further More Relevant & Conversational
- 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMERGOOGLE ALEXA SIRI CORTANA HOWVOICE SEARCHWORKS? –MUSTHAVESHOULD BETHERE * Assumes mobile responsive website and optimized for schemas and speed CONTENT FROM VARIOUS DIGITAL ASSESTS TRIGGERED THROUGH VOICE ACTIONS
- 19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 6STEPSTOVOICE SEARCH CONVERSATIONAL CONTENT DESIGN & UI TECHNOLOGY (MOBILE FIRST, SPEED, HTTPS, SCHEMA,AMP, PWA) PROMOTION VOICEACTION OPTIMIZATION MEASURE IMPACT 6 5 4 3 2 1
- 20. CONTENT ANSWERING QUESTIONSIS KEY FOR DRIVING VISIBILITY
- 21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MICRO-MOMENTSDRIVEN BYVOICE 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?
- 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CREATECONVERSATIONALCONTENTFOREACHMICROMOMENT 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
- 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ZEROCLICK,VOICESEARCHRESULTSISABOUTPROBLEMSOLVING Findways to make sure your brand offers what searcher seek out @MILESTONEMKTG Does the hotel Nikko have a pool?
- 24. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG VOICERESULTSAREMOREACTIONABLE,RELEVANT&CONVERSATIONAL
- 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOWTOCREATECONTENTFORINFORMATIONALQUERIES ? 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? SEM Rush 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
- 26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FEATUREDSNIPPET 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
- 27. DIGITALASSETS & SCHEMAS (digital assets,voice search compatibility)
- 28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 Home LocationRooms 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
- 29. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG ALIGN DIGITALASSETS WITH CONTENTSTRATEGY FAQs wrapped in schemas
- 30. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TURNYOUR 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
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- 32. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG CONVERSATIONALCONTENTANDDESIGN –LEADSTOSERPS 1."Quality conversational content ” than “keyword-rich content” 2.Add FAQs, conversational & long tail content and entities as part of your content strategy 3. Speed and Mobile
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- 34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICESEARCHFORLOCALINTENT–NEARME,MOBILE,LONGTAIL (Apple,Alexa,Bing) (Google Home,Assistant) What is the address …..?
- 35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ACCURATEDATATOVOICESEARCH 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
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- 37. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSISTENTINFORMATIONACROSSALLCHANNELS PAID SOCIAL REVIEWS WEBSITE LOCAL LISTINGS LOCAL SEARCH GROUP TOOLS YOUR BUSINESS INFORMATION MENUS
- 38. 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
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- 41. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG MISSING BERTORMOBILE LOVE -EXPEDIA.COM, NEWYORK TIMES
- 42. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG YOUR DOMAIN MUSTHAVEFORVOICE AUTHORITY: Consistent qualitative Links & Citation 1 TECHNICAL SEO: Indexability and Crawlability 2 RELEVANCY: Relevant, Fresh & Conversational 3 SPEED and Mobile first4 CLICKABILITY: Entities, UX, Layout, Structure 5 KEY TAKE AWAY - Your Domain should demonstrate solid expertise, authority and trust (EAT)
- 43. CREATEACTIONSAND SKILLS (digital assets, voicesearch compatibility)
- 44. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOW-CREATINGACTIONS&SKILLS WORKFLOW Create your project Set up invocations Build actions Set up intent & training phases Test with simulator Link to Domain Release Promote Measure & Analyze
- 45. Confidentialwww.milestoneinternet.com | 1-408-200-2211 DISCOVERY–PROMOTE THROUGHACTIONS DIRECTORY
- 46. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FAQSTOBUILDBOTSANDADDTOYOURWEBSITEFOR VOICE COLLECT FAQs CREATE INTENT & ACTIONS VALIDATE RELEASE INTEGRATE (CMS, Platforms) MODERATE TRACK
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- 48. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ANALYTICS QUERIESON MOBILE FAQs, CLICKS, POST SEARCH ACTUAL CHATBOT CONVERSATION S ANALYTICS FROM ACTIONS
- 49. Confidentialwww.milestoneinternet.com | 1-408-200-2211 KEYTAKEAWAYS-VOICESEARCHMUSTHAVE CONVERSATIONAL CONTENT DESIGN & UI TECHNICAL /DOMAIN MUST HAVE (SPEED, HTTPS,AMP, PWA) PROMOTION VOICEACTION OPTIMIZATION MEASURE PERFORMANCE 6 5 4 3 2 1 #SMXInsights QUESTIONS?@Benuaggarwal
- 50. Confidentialwww.milestoneinternet.com | 1-408-200-2211@MILESTONEMKTG DOYOU LOVE SEARCH?CAREERS.MILESTONEINTERNET.COM
- 51.
- 52. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MULTIPLEWAYS TOCONNECT&CHATWITH CONSUMERS Facebook chat with us Website chat Knowledge Graph Chat Hundreds of ways to chat with visitors
Editor's Notes
- #2 Milestone intro slide
- #3 Founded 1997. 20 year old company – focus on driving leads and traffic from digital Unique: Digital platform combined with award winning agency services (2018 Search Engine Land winner of their SMX SEO/SEM award). Full accountability of performance. What sets us apart is our deep understanding of the digital space, and this understanding helps position our software to meet our customers requirements
- #9 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.
- #14 Taking Slides from our examples
- #16 https://moz.com/google-algorithm-change https://eibsglobal.com/googles-major-algorithm-updates/ Need to add few more animals – and what these updates are Pigeon – Relevant Local results Mobile – Mobile friendliness RankBrain – SERP Quality - Query & Best Matching Sites Possum – Local Results Proxi of searcher Fred – Thin content, affiliate
- #17 Bert helps better understand the nuances and context of words in searches and better match those queries with more relevant results
- #18 Google Product is not the search results but information and sites they serve to users in those results –
- #23 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
- #26 Get Scarlet and see if I can get main questions KW Tools: MOZ Keyword Explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat
- #27 https://www.searchenginejournal.com/featured-snippets-types/219907/ -
- #32 Long tail queries will continue to drive more and more impressions
- #33 More SERP opportunities will come up.. Google wants to maximize everything on the first few lines as much as possible As the transition in to voice search is happening, (slower than predicted by several experts), google wants the best site to answer the query So focusing on quality conversational content, FAQs, conversational and long tail Having a clear way to make contact with the website owners. Associating the website with a physical location, i.e. your office or store address. Having a term of business or T&Cs page, which is easily accessible to users (usually from the footer). Making sure your website’s domain is secure. Correctly implementing HTTPS is very important to Google and helps to ensure any data your users’ input won’t be intercepted by a nefarious 3rd party entity.
- #42 Well expedia did not follow best practice for Bert platform content Thin content on the site, not optimized for mobile For Nytimes, several content behind paid wall This has nothing to do with BERT or any other updates Booking.com grew by +10% More focus on their mobile apps and dropping mobile first index is the big reason
- #43 186 EAT 86 – YMYL
- #45 Set up Invocations Build Actions using Dialog Flow Set up Intent and Training phrases Test Release Analytics Separate index Voice search enable direct conversation between business and user Target users by building actions Enable categorical browsing in actions directory Good for Brand presence
- #46 https://assistant.google.com/explore/
- #47 Collect FAQs, Create intent and actions Validate Release Integrate – CMS, Platforms Moderate Track