The document discusses optimizing content for voice search and virtual assistants. It provides 7 steps to optimize for voice search, including designing conversational content, technology factors like page speed and HTTPS, domain authority, local rankings, creating actions and skills, automating FAQs using AI, and tracking analytics. It emphasizes the importance of creating content for every stage of the customer journey, from informational to navigational to transactional intent. Technical must-haves for voice search include page speed, HTTPS, AMP/PWA, and domain authority. Analytics are also important to track voice search queries, clicks, and actual conversations with chatbots.
5. #SMX #21A @BenuAggarwal
WHEN DO PEOPLE USE VOICE SEARCH?
Driving
Doinganotheractivity
WatchingTV
Working
Cooking
Exercisingorwalking
Showeringorusingthebathroom
Withfamilyorfriends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%
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HOW DOES IT WORK? VOICE SEARCH
“Whatis the best hotel to stay at inChicago…”
“WheredoI buya chainsaw?”
“Whereis my nearestATM?”
“When does the NewYork MomaClose?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“singlerightanswer”
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SEARCH CONSOLE – DIFFERENCE BETWEEN
MOBILE AND DESKTOP QUERIES FOR “HOTEL
NEAR ME”
“NEARME“
QUERIES
“WHERE”
QUERIES
“NEAR
BUSINESS
NAME”
“THIS
WEEKEND”
QUERIES
“Hotelsnearme”
POSITION
6.7
POSITION
1.5
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HOW TO CREATE CONTENT FOR INFORMATIONAL?
Where is Playa
delCarmen 5th
Avenueparking?
Whatarethebest
PlayadelCarmen 5th
Avenuerestaurants?
?
What arethebest
PlayadelCarmen
5th Avenueclothing
stores?
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
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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
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CREATE CONTENT FOR EVERY STAGE OF THE
JOURNEY
Informational
Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Brandedkeyword
rankchange:+439%
Non-brandedkeyword
rankchange:+2,284%
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CONTENT ALIGN WITH USER SENTIMENT – FIND TOPICS
FOR CONVERSATIONAL CONTENT
Likes
Dislikes
Competitor
reviews
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CONVERSATIONAL CONTENT MUST HAVES
LENGTH
Relevantfragmentfroma
longanswer
SATISFACTION
Doesthecontentmeet
userneeds?
ELOCUTION
(Properpronunciation)
FORMULATION
(Grammatical
correctness)
DIMENSIONS USED BY RATERS
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USER
REQUEST
Explicit Invocation
Hey Google, where can I
eat in Jacksonville FL?
Implicit Invocation
Question
USERINVOCATIONPROCESS
Hey Google, where can I
eat at the Crown Plaza
Jacksonville Airport?
ACTION LEADS TO INVOCATION - Optimize your content for
actions, invocation or in other words should help accomplish specific, helpful
tasks
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FEATURED SNIPPET MUST HAVE
Extractstexttoanswersearcher’s
question
Contentanswersquickly&includes
relatedinfotosparkclickthrough
Authoritativeandexperiencedriven
contentyieldshigherCTR
Featuredsnippetneedsamixoffactors
togettothetopofGoogle
Google’ssweetspotis54to58words
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PRECISE AND RICH ANSWERS LEADS TO V POSITIONING
Empire State Building height – Keyword Search
How high is the Empire State Building – Natural Language
Focus on long-tail keywords and natural language that matches
conversational tone
Complex long-tail queries: Why, What, How, When
Shorter interactions - Authoritative and experience driven content
yields higher CTR
Featured Snippet get read aloud during voice results
Topical content with FAQ works well and helps in building implicit
innovation
Content length needs to be sufficient and matches user intent
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FAQ MODULE FOR VOICE SEARCH
Well researched query answer appears in Google’s Features Snippets
Zero position in search is
based on schemas and
content
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SITE ARCHITECTURE & CONTENT - MOBILE AND VOICE
SEARCH
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
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
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TURNYOUR SITE INTOTHE RESOURCE. GAINTRUST. IMPROVE CONVERSION – DIGITAL ASSESTS ALIGN WITHVOICE SEARCH
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
DIGITAL ASSESTS ALIGN WITH VOICE SEARCH -
OPTIMIZE FOR MOBILE AND VOICE
HOME
THINGSTO DO
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ADD RELEVANT ANSWERS FOR INFORMATION
QUERIES AND ADD SCHEMA'S
TRAVEL INSIGHTS (FAQ) ON HOME STAFFTIPS ONTHINGSTO DO
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USING AI
Customer Service Bots
Help with online
FAQs, orders, etc.
Marketing Bots
Guide users to relevant product
or services
Product Bots
Gather usage
data to improve product
Armed with your persona boards, we can help you create a content strategy for each step of the customer journey
You want to target consumers in the dream, plan, book and experience phases using content that is RELEVANT for that step
Get Scarlet and see if I can get main questions
KW Tools:
MOZ Keyword Explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
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
In order for users to engage with your app, they need to invoke it. In many cases users will have your app in mind, so they ask the Google Assistant to interface with it. Additionally, as long as you design your app to accomplish specific, helpful tasks, the Assistant may recommend it to users when it's the best available app for their query.
The following sections explain the different types of invocation and describe how best to design your app with discovery in mind.
All action, Intent, Training phases with in Intent /Actions needs to be also conversational.
Tow types of invocation – Branded and non branded -
LEADS TO ACTION AND INVOCATION
In order for users to engage with your app, they need to invoke it. In many cases users will have your app in mind, so they ask the Google Assistant to interface with it. Additionally, as long as you design your app to accomplish specific, helpful tasks, the Assistant may recommend it to users when it's the best available app for their query.
The following sections explain the different types of invocation and describe how best to design your app with discovery in mind.
Slide fixing
This image
Rise of voice search
Position 0 can returns high conversions –
114% CTR
Optimized for conversational queries & question search
long-tail keywords and natural language that matches conversational tone
Engages with helpful information and solves
Authoritative and experience driven content yields higher CTR
Rich answers for 0 position on SERP
Our FAQ module is also another amazing way to add both useful content to your site and to drive search
You can list frequently asked questions that will give your visitors quick access to key information
These same answers can also get picked up by google to power “zero position” content – giving you great SERP exposure
Travel Insights
Question and answer appears with a “FIND OUT MORE” link.
Five questions based on SERP opportunity and relevancy to business and user
Answers are more conversational and most clear and direct to address query
Each answer clicks into the related page to build out the complete topical intent
Staff Tips on Things to Do
H1 follows the call to action from the question clicked on the home page
Intro paragraph elaborates more on the short answer
Staff Tips displays related questions to the home page question
Overviews and related questions build out the page and becomes a topical hub
Find out more has links that anchors to other sections of the page that are related to the question
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
1.Content - Conversational
2.
PageSpeed is a significant factor; voice search results typically come from faster-loading pages.
page-load time for a voice result was almost 2X faster than traditional webpages
2. Google relies heavily on very authoritative domains for results, but pages not as much.
average Domain Rating of a voice search result was 76.8
Backlinko speculated that the voice algorithm was relying upon domain authority
3. Content that ranks well on the desktop tends to rank in voice search.
“FAQ pages tend to perform particularly well in voice search.”
only 1.71% of voice search results use the exact keyword in their title tag.
4. Schema may not be a factor: 36 percent of pages voice search results came from pages using Schema.
voice search result pages tend to use Schema slightly more often than your average web page, the difference is not significant. Also, 63.6% of voice search results don’t use Schema at all. Therefore, it’s unlikely that Schema has a direct impact on voice search rankings.
5. Roughly 41 percent of voice search results came from Featured Snippets.
6. Voice search results are generally 29 words; however Google sources voice results from long-form content.
7. HTTPS is critical.
8. The average word count of a voice search result page is 2,312 words. Therefore, Google tends to source voice search answers from long form content.
9. Appearing in a Featured Snippet may help you rank in voice search. 40.7% of all voice search answers came from a Featured Snippet.
10. Content with high levels of social engagement tends to perform well in voice search. In fact, the average voice search result has 1,199 Facebook shares and 44 Tweets.