SlideShare a Scribd company logo
#SMX #13 A @benuaggarwal
Optimizing
Content For Voice
Search & Virtual
Assistants -
#SMX #13 A @benuaggarwal
OUR CUSTOMERSHOTEL
CHAINS
OWNERSHIP
GROUPS
& MGMT.
COMPANIES
INDEPENDENT
HOTELS &
GROUPS
ENTERPRISE
(NON-
HOSPITALITY)
SOMEOF OUR 2000+ CUSTOMERS
Hospitality | Retail | Financial Services
#SMX #13 A @benuaggarwal
Milestone, the one stop digital marketers
Builder Local Social
Reviews Insights Analytics
Design Content Creative SEO & local
Digital media
advertising
Social
marketing
SupportMarketing
analytics
Full Service Digital Agency
Platform independent services
The Digital Presence Cloud
Software for digital marketers
Silicon Valley ~ Chicago ~ D.C. ~2,000+ customers ~300+
Awards
Hospitality - Retail - Finance
#SMX #13 A @benuaggarwal3
The Milestone Digital Presence Cloud
Builder Local Intelligence AnalyticsReviews Social
CREATE ENGAGE UNDERSTAND
Website
development
Social & digital
marketing
Reporting
& analytics
softwareservices
#SMX #13 A @benuaggarwal
Agenda
1. Growth in Voice Search
2. Search has changed
3. Connecting People, Places and Entity
4.Smarter Devices and More Accurate Answers
5. Using Voice Search and FAQ – Case study and results
6.Your Own Conversational Engine
7. Optimize your Website for Voice Search
8.Key Take Away
4
#SMX #13 A @benuaggarwal
It’s a brave new World
50% 18%
18% of local
searches lead to a
sale within 24
hours
of search is
performed on a
non-pc device
of mobile users
“search” for a local
business
82% 50%
50% of mobile visitors
who perform a local
search will visit a store
within 1 day
#SMX #13 A @benuaggarwal
Search has changed
2008
Queries Dup
Eliminate
duplicate
content
Text
Keyword driven
Source: Google, Apple
Stuffing
Penalize
bad links
& keyword
stuffing
Content
Put emphasis
on page
content
Voice
Question driven
Questions
#SMX #13 A @benuaggarwal
AI is driving a new reality
Smart digital
assistants are
responding
to user
needs, not
user searches
“…tell me the best hotel to stay at in Chicago…”
#SMX #13 A @benuaggarwal
Devicesaregettingsmarter
Google Assistant Apple Siri Amazon Echo
Proactive suggestions
Leverage your web site through topical markup
Augmented through other sources like maps & location DB
What is the
best hotel in
Chicago?
#SMX #13 A @benuaggarwal
How does a Personal Assistant Work?
Gives Proactive Suggestions
Data is collected from your website
through Structure Markups
Most critical information on your
website needs to be marked up with
tags defined by Schema.org
Hello Google,
find a lounge bar near me”
CUSTOMER
World class lounge bar in Chicago
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem
aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni
dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor
sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore
magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam
corporis suscipit laboriosam, nisi ut aliquid ex ea cov
www.yourwebsite.com
YOURWEBSITE
Looking…
PERSONALASSISTANT
#SMX #13 A @benuaggarwal
CONNECTING PEOPLE, PLACES AND ENTITY
Have Your Identity On The Web – Knowledge Graph, Voice Search, Machine Learning..
PEOPLE PLACES THINGS
#SMX #13 A @benuaggarwal
PROVIDE“ANSWERS”FORQUESTIONS
Google now drives Direct Answers
#SMX #13 A @benuaggarwal
HOW DID WE DO THIS?
Answer the Public
#SMX #13 A @benuaggarwal
CONTROLTHEANSWERS-helps you get things
done
#SMX #13 A @benuaggarwal
The “Featured” snippet
14
63% CTR
340% Sessions
400% Page views
Hotel Nikko Success
Story
#SMX #13 A @benuaggarwal
AMAZING ROI
#SMX #13 A @benuaggarwal
Now What – MAKE YOUR OWN CONVERSATIONAL
ENGINE
1. Technology should understand intelligent
conversational and SHOULD speak
human language
2. API.AI is useful in building conversational
interfaces for chatbots, smart home
devices, wearables etc.
3. Leverages Speech toText, Natural
Language Processing and Artificial
Intelligence
#SMX #13 A @benuaggarwal
Integration across VA and Most Popular Platform
17
#SMX #13 A @benuaggarwal
4 Get started: Step - 1 Create agent
#SMX #13 A @benuaggarwal
4 Get started: Step - 1 Create agent
#SMX #13 A @benuaggarwal
4 Get started: Step - 2 Create entities
#SMX #13 A @benuaggarwal
4 Get started: Step - 2 Create entities
#SMX #13 A @benuaggarwal
4 Get started: Step - 3 Create intents
#SMX #13 A @benuaggarwal
4 Get started: Step - 4 Test & Train Agent
Once the agent is trained and tested, it
is ready for integration without
application or device using webhook
tool, API.AI SDKs and API.AI
integrations.
#SMX #13 A @benuaggarwal
Fruit Bot
#SMX #13 A @benuaggarwal
Understanding Voice Quires
Voice Search or Search by
Voice - Allows users to use
Google Search by speaking
The Voice Search/Speech Recognition
uses the Web Speech API to convert
your spoken words into text.
#SMX #13 A @benuaggarwal
KEY TAKE AWAY
Leverage
Voice
Search
Focus on
Answers
& fulfilling
User Needs
“Own” the
featured
snippet
Build a
conversational
engine
Web-speech
API to search
your website
#SMX #13 A @benuaggarwal
ThankYou
Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
@benuaggarwal
http://www.facebook.com/Milestoneinc
#SMX #13 A @benuaggarwal
Enhance voice results with attributes
Find pet friendly
hotels in San
Francisco…

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SMX West 2017 Optimizing Content for Voice Search and Virtual Assistants

  • 1. #SMX #13 A @benuaggarwal Optimizing Content For Voice Search & Virtual Assistants -
  • 2. #SMX #13 A @benuaggarwal OUR CUSTOMERSHOTEL CHAINS OWNERSHIP GROUPS & MGMT. COMPANIES INDEPENDENT HOTELS & GROUPS ENTERPRISE (NON- HOSPITALITY) SOMEOF OUR 2000+ CUSTOMERS Hospitality | Retail | Financial Services
  • 3. #SMX #13 A @benuaggarwal Milestone, the one stop digital marketers Builder Local Social Reviews Insights Analytics Design Content Creative SEO & local Digital media advertising Social marketing SupportMarketing analytics Full Service Digital Agency Platform independent services The Digital Presence Cloud Software for digital marketers Silicon Valley ~ Chicago ~ D.C. ~2,000+ customers ~300+ Awards Hospitality - Retail - Finance
  • 4. #SMX #13 A @benuaggarwal3 The Milestone Digital Presence Cloud Builder Local Intelligence AnalyticsReviews Social CREATE ENGAGE UNDERSTAND Website development Social & digital marketing Reporting & analytics softwareservices
  • 5. #SMX #13 A @benuaggarwal Agenda 1. Growth in Voice Search 2. Search has changed 3. Connecting People, Places and Entity 4.Smarter Devices and More Accurate Answers 5. Using Voice Search and FAQ – Case study and results 6.Your Own Conversational Engine 7. Optimize your Website for Voice Search 8.Key Take Away 4
  • 6. #SMX #13 A @benuaggarwal It’s a brave new World 50% 18% 18% of local searches lead to a sale within 24 hours of search is performed on a non-pc device of mobile users “search” for a local business 82% 50% 50% of mobile visitors who perform a local search will visit a store within 1 day
  • 7. #SMX #13 A @benuaggarwal Search has changed 2008 Queries Dup Eliminate duplicate content Text Keyword driven Source: Google, Apple Stuffing Penalize bad links & keyword stuffing Content Put emphasis on page content Voice Question driven Questions
  • 8. #SMX #13 A @benuaggarwal AI is driving a new reality Smart digital assistants are responding to user needs, not user searches “…tell me the best hotel to stay at in Chicago…”
  • 9. #SMX #13 A @benuaggarwal Devicesaregettingsmarter Google Assistant Apple Siri Amazon Echo Proactive suggestions Leverage your web site through topical markup Augmented through other sources like maps & location DB What is the best hotel in Chicago?
  • 10. #SMX #13 A @benuaggarwal How does a Personal Assistant Work? Gives Proactive Suggestions Data is collected from your website through Structure Markups Most critical information on your website needs to be marked up with tags defined by Schema.org Hello Google, find a lounge bar near me” CUSTOMER World class lounge bar in Chicago Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea cov www.yourwebsite.com YOURWEBSITE Looking… PERSONALASSISTANT
  • 11. #SMX #13 A @benuaggarwal CONNECTING PEOPLE, PLACES AND ENTITY Have Your Identity On The Web – Knowledge Graph, Voice Search, Machine Learning.. PEOPLE PLACES THINGS
  • 12. #SMX #13 A @benuaggarwal PROVIDE“ANSWERS”FORQUESTIONS Google now drives Direct Answers
  • 13. #SMX #13 A @benuaggarwal HOW DID WE DO THIS? Answer the Public
  • 14. #SMX #13 A @benuaggarwal CONTROLTHEANSWERS-helps you get things done
  • 15. #SMX #13 A @benuaggarwal The “Featured” snippet 14 63% CTR 340% Sessions 400% Page views Hotel Nikko Success Story
  • 16. #SMX #13 A @benuaggarwal AMAZING ROI
  • 17. #SMX #13 A @benuaggarwal Now What – MAKE YOUR OWN CONVERSATIONAL ENGINE 1. Technology should understand intelligent conversational and SHOULD speak human language 2. API.AI is useful in building conversational interfaces for chatbots, smart home devices, wearables etc. 3. Leverages Speech toText, Natural Language Processing and Artificial Intelligence
  • 18. #SMX #13 A @benuaggarwal Integration across VA and Most Popular Platform 17
  • 19. #SMX #13 A @benuaggarwal 4 Get started: Step - 1 Create agent
  • 20. #SMX #13 A @benuaggarwal 4 Get started: Step - 1 Create agent
  • 21. #SMX #13 A @benuaggarwal 4 Get started: Step - 2 Create entities
  • 22. #SMX #13 A @benuaggarwal 4 Get started: Step - 2 Create entities
  • 23. #SMX #13 A @benuaggarwal 4 Get started: Step - 3 Create intents
  • 24. #SMX #13 A @benuaggarwal 4 Get started: Step - 4 Test & Train Agent Once the agent is trained and tested, it is ready for integration without application or device using webhook tool, API.AI SDKs and API.AI integrations.
  • 25. #SMX #13 A @benuaggarwal Fruit Bot
  • 26. #SMX #13 A @benuaggarwal Understanding Voice Quires Voice Search or Search by Voice - Allows users to use Google Search by speaking The Voice Search/Speech Recognition uses the Web Speech API to convert your spoken words into text.
  • 27. #SMX #13 A @benuaggarwal KEY TAKE AWAY Leverage Voice Search Focus on Answers & fulfilling User Needs “Own” the featured snippet Build a conversational engine Web-speech API to search your website
  • 28. #SMX #13 A @benuaggarwal ThankYou Questions? www.milestoneinternet.com blog.milestoneinternet.com @benuaggarwal http://www.facebook.com/Milestoneinc
  • 29. #SMX #13 A @benuaggarwal Enhance voice results with attributes Find pet friendly hotels in San Francisco…

Editor's Notes

  1. One slide on Milestone
  2. We work with some of the most renown names in the industries we serve Most major hotel chains, ownership groups, management companies, Independent hotel groups and retail chains We work with both upscale and select service hotels Similar mix of branded vs. independent hotels Top clients include Hyatt, Wyndham World Wide, SBE Hotels and True Value hardware.
  3. I would get all platform
  4. The rapid adaption of Mobile has fueled the global usage of “intelligent” assistants Google, Siri, Echo – and all the others – all offer proactive suggestions and respond to voice queries They gather their information by using “Topical Markup” and through augmented data from maps & location databases
  5. Given how much users are looking for “answers” – you have to think likewise. Users no longer want “links” – they want information Google will provide the answers it thinks are most relevant
  6. It is not the traffic coming to your site, It is information displayed on Google Search Results. As a business owner, having content that provides answers = high rankings = you control the answer The right content means using Schema Tags on your site!
  7. he higher CTR from search impression show increased relevancy of faq presence on the SERP and higher pageview mean people find content useful and highly organized
  8. Expression
  9. Complete Solution Natural Language Understanding Tools to design unique conversation scenarios, design corresponding actions and analyze interactions with users. Domain Knowledge Included Leverage predefined knowledge packages collected over several years, including encyclopaedic data, weather, news, booking, flight schedules, and much more. Machine Learning The platform learns from examples provided by developers and conversations it has with end users to continuously improve user experience. Multi-lingual Support Support for 14 languages.
  10. Very first step Enhance your attributes – Every where – Boutique, Pet Friendly Make content actionable and conversational – Give user what they want FAQ – Ask Concierge desk what they want