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SMX Voice Search Advanced 2018
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.
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SMX Voice Search Advanced 2018
- 1. #SMX #21A @BenuAggarwal OPTIMIZING CONTENTFOR VOICE SEARCH AND VIRTUAL ASSISTANT
- 2. #SMX #21A @BenuAggarwal BENUAGGARWAL SiliconValley ● Chicago ● D.C. | 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 #21A @BenuAggarwal 7STEPS TO VOICE SEARCH CONVERSATIONAL CONTENT DESIGN&UI TECHNOLOGY (SPEED,HTTPS,AMP,PWA) DOMAINAUTHORITY, LOCAL3-PACKRANKING ACTIONS&SKILLS AUTOMATE FAQS USINGAI TRACKING 7 6 5 4 3 2 1
- 4. #SMX #21A @BenuAggarwal WHEN,WHY, HOW
- 5. #SMX #21A @BenuAggarwal WHENDO 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%
- 6. #SMX #21A @BenuAggarwal HOWDOES 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”
- 7. #SMX #21A @BenuAggarwal SEARCHHAS CHANGED TEXT DRIVEN 2008 2018 VOICE DRIVEN KEYWORDS CONVERSATIONS Noduplicate content Nospammy contentorlinks Prioritizegreat content
- 8. #SMX #21A @BenuAggarwal ANSWERINGQUESTIONS IS KEY FOR DRIVING VISIBILITY CONTENT
- 9. #SMX #21A @BenuAggarwal CONVERSATIONALCONTENT ACROSS EACH STAGE Dream Plan Book Experience
- 10. #SMX #21A @BenuAggarwal SEARCHCONSOLE – 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
- 11. #SMX #21A @BenuAggarwal HOWTO 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
- 12. #SMX #21A @BenuAggarwal CREATECONTENT 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
- 13. #SMX #21A @BenuAggarwal CREATECONTENT 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%
- 14. #SMX #21A @BenuAggarwal CONTENTALIGN WITH USER SENTIMENT – FIND TOPICS FOR CONVERSATIONAL CONTENT Likes Dislikes Competitor reviews
- 15. #SMX #21A @BenuAggarwal CONVERSATIONALCONTENT MUST HAVES LENGTH Relevantfragmentfroma longanswer SATISFACTION Doesthecontentmeet userneeds? ELOCUTION (Properpronunciation) FORMULATION (Grammatical correctness) DIMENSIONS USED BY RATERS
- 16. #SMX #21A @BenuAggarwal USER REQUEST ExplicitInvocation 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
- 17. #SMX #21A @BenuAggarwal FEATUREDSNIPPET MUST HAVE Extractstexttoanswersearcher’s question Contentanswersquickly&includes relatedinfotosparkclickthrough Authoritativeandexperiencedriven contentyieldshigherCTR Featuredsnippetneedsamixoffactors togettothetopofGoogle Google’ssweetspotis54to58words
- 18. #SMX #21A @BenuAggarwal PRECISEAND 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
- 19. #SMX #21A @BenuAggarwal (digitalassets, voice search compatibility) DIGITAL ASSETS & SCHEMAS
- 20. #SMX #21A @BenuAggarwal FAQMODULE FOR VOICE SEARCH Well researched query answer appears in Google’s Features Snippets Zero position in search is based on schemas and content
- 21. #SMX #21A @BenuAggarwal SITEARCHITECTURE & 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
- 22. #SMX #21A @BenuAggarwal TURNYOURSITE 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
- 23. #SMX #21A @BenuAggarwal ADDRELEVANT ANSWERS FOR INFORMATION QUERIES AND ADD SCHEMA'S TRAVEL INSIGHTS (FAQ) ON HOME STAFFTIPS ONTHINGSTO DO
- 24. #SMX #21A @BenuAggarwal ENHANCEDATTRIBUTES & PRESENSE
- 25. #SMX #21A @BenuAggarwal ENHANCELOCAL SEARCH - LEVERAGE KNOWLEDGE GRAPH 24
- 26. #SMX #21A @BenuAggarwal UNAPAND SCAN REPORTS Milestone Local
- 27. #SMX #21A @BenuAggarwal TECHNICALMUST HAVES
- 28. #SMX #21A @BenuAggarwal MOSTCRITICAL TECHNICAL MUST HAVE’S SPEED Crawlability, Indexability,Schema’s, Validations Lowboncerate&High engagement HTTPS AMP PWA Awesomeifyouhave receivedmobilefirst indexingnotification.
- 29. #SMX #21A @BenuAggarwal <1SEC, < 7SEC RankingSignal:SEMRUSHPresentation @olgandrienko
- 30. #SMX #21A @BenuAggarwal HOWTO IMPROVE PAGE SPEED ENABLE COMPRESSION MINIFY CODE REDUCE REDIRECTS REMOVERENDER BLOCKING CODE LEVERAGE BROWSERCACHING IMPROVESERVER RESPONSETIME USE ACDN
- 31. #SMX #21A @BenuAggarwal (digitalassets, voice search compatibility) CREATE ACTIONS AND SKILLS
- 32. #SMX #21A @BenuAggarwal CREATINGACTIONS & SKILLS WORKFLOW Createyour project Setup invocations Buildactions usingdialogflow Setupintent& trainingphases Testwith simulator LinktoDomain Release
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- 34. #SMX #21A @BenuAggarwal USINGAI 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
- 35. #SMX #21A @BenuAggarwal FAQsTO BUILD BOTS 34 COLLECT FAQs CREATE INTENT& ACTIONS VALIDATE RELEASE INTEGRATE (CMS, Platforms) MODERATE TRACK
- 36. #SMX #21A @BenuAggarwal MULTIPLEWAYS TO CONNECT & CHAT WITH CONSUMERS Facebookchatwithus Websitechat KnowledgeGraphChat Hundreds of waystochat withvisitors
- 37. #SMX #21A @BenuAggarwal THEWEBSITE INTERCONNECTED CHATBOT Chatbot Liveagent Interconnected learningsystem Publishtosite FAQs PushFAQsto chatbot
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- 39. #SMX #21A @BenuAggarwal CHATBOT AND CENTRALIZED DASHBOARD
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- 42. #SMX #21A @BenuAggarwal VOICESEARCH MUCH HAVE’S
- 43. #SMX #21A @BenuAggarwal 11VOICE SEARCH RANKING FACTORS ANALYZED PAGESPEED HTTPS SHORT ANSWERS SCHEMA DOMAIN AUTHORITY SOCIAL CONTENT EASYTO READ EXACT QUERY WORD COUNT RANK FEATURED SNIPPET https://backlinko.com/voice-search-seo-study
- 44. #SMX #21A @BenuAggarwal CONVERSATIONAL CONTENT KEYTAKEAWAY: 7 STEPS TO VOICE SEARCH DESIGN&UI:ALIGNSWITH SCHEMA TECHNOLOGY (SPEED,HTTPS,AMP,PWA) DOMAINAUTHORITY, LOCAL3-PACKRANKING ACTIONS&SKILLS AUTOMATEFAQSUSINGAI TRACKING 7 6 5 4 3 2 1
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Editor's Notes
- #10 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
- #12 Get Scarlet and see if I can get main questions KW Tools: MOZ Keyword Explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat
- #13 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
- #16 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.
- #17 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.
- #18 https://www.searchenginejournal.com/featured-snippets-types/219907/ -
- #19 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
- #21 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
- #24 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
- #31 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
- #33 Set up Invocations Build Actions using Dialog Flow Set up Intent and Training phrases Test Release Analytics
- #36 Collect FAQs, Create intent and actions Validate Release Integrate – CMS, Platforms Moderate Track
- #44 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.
- #45 INVOKE INVOCATIONS