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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
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.
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
29. #SMX #13 A @benuaggarwal
Enhance voice results with attributes
Find pet friendly
hotels in San
Francisco…
Editor's Notes
One slide on Milestone
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.
I would get all platform
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
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
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!
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
Expression
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.
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