SMX West 2018 Optimizing Content for Voice Search & Virtual Assistants
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Apple’s Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant — and in some cases, principal — role in content discovery and conversions. This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.
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SMX West 2018 Optimizing Content for Voice Search & Virtual Assistants
- 1. #SMX #21A @BenuAggarwal Optimizing Content for Voice Search and Virtual Assistant
- 2. #SMX #21A @BenuAggarwal We drive online revenue and group leads MILESTONE - BEST OF DIGITAL AGENCY AND SOFTWARE Hospitality | Retail | Finance FullService DigitalAgencyThe Digital PresenceCloud CMS Local Social Reviews Insights Analytics Design Content SEO & local Paid Marketing Social content marketing Analytics & consulting Software for digital marketers Platformindependent services SiliconValley ● Chicago ● D.C. | 2,000+ customers | 400+ Awards
- 3. #SMX #21A @BenuAggarwal OPTIMIZING CONTENT FOR VOICE SEARCH & ASSISTANTS Voicesearch: When&Why? Howdoes itwork? Theroleof content Schemas Digitalassets Platformconsiderations Enhanced attributes Results &casestudies Bots&AI Thenextfrontier
- 4. #SMX #21A @BenuAggarwal When Why and How
- 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%
- 6. #SMX #21A @BenuAggarwal 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”
- 7. #SMX #21A @BenuAggarwal HOW DOES VOICE SEARCH WORK? Hello Google, find a lounge bar near me” CUSTOMER World class lounge bar in Chicago Sed ut perspiciatis unde omnis iste natus error sit voluptatemaccusantium doloremquelaudantium, totam rem aperiam, eaqueipsa quaeab 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. Nequeporro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnamaliquam 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 /VOICE SEARCH
- 8. #SMX #21A @BenuAggarwal Create content based on your customer journey Content
- 9. #SMX #21A @BenuAggarwal HOW TO OPTIMIZED FOR CONVERSATIONAL QUERIES AND QUESTION SEARCH? By 2020, 50% of search will come from voice 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 Rich answers leads to 0 position on SERP Empire State Building height – Keyword Search How high is the Empire State Building – Natural Language
- 10. #SMX #21A @BenuAggarwal DEVELOP CONTENT FOR EACH CUSTOMER JOURNEY STAGE Dream Plan Book Experience
- 11. #SMX #21A @BenuAggarwal HOW TO CREATE CONTENT FOR INFORMATIONAL? Where is Playa delCarmen 5th Avenueparking? Whatarethebest PlayadelCarmen 5th Avenuerestaurants? ? What arethebest PlayadelCarmen 5th Avenueclothing stores? Keyword tools: • 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
- 12. #SMX #21A @BenuAggarwal 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%
- 13. #SMX #21A @BenuAggarwal CONTENT OPTIMIZATION: ARE THESE QUESTIONS BEING ANSWERED? Informational Queries: 80% How do I clean my silver jewelry? What new spring charms do you have? What should I get my girlfriend for Christmas? Can I return this necklace? Do you engrave wedding rings? When does the store close?
- 14. #SMX #21A @BenuAggarwal MATCHING USER INTENT WITH CONTENT 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
- 15. #SMX #21A @BenuAggarwal CONTENT Align WITH USER SENTIMENT Likes Dislikes Competitor reviews
- 16. #SMX #21A @BenuAggarwal FEATURED SNIPPET – WHAT ARE SOME OF THE MUST HAVE Googleenhancesresults,placesin0 PositioninAnswerBox Extractstexttoanswersearcher’s question Contentanswersquickly&includes relatedinfotosparkclickthrough Authoritativeandexperiencedriven contentyieldshigherCTR Featuredsnippetneedsamixoffactors togettothetopofGoogle Google’ssweetspotis54to58words
- 17. #SMX #21A @BenuAggarwal DIMENSIONS USED BY RATERS INFORMATIONSATISFACTION Does the content meet information needs? LENGTH Importance of identifying a relevant fragment from a long answer FORMULATION grammatical correctness ELOCUTION proper pronunciation
- 18. #SMX #21A @BenuAggarwal ALIGNING WITH USER INTENT = INCREASE IN RANKINGS Total Keywords Pg. 1 Rankings Pg.2 Rankings +85%YoY +957%YoY 100%YoY
- 19. #SMX #21A @BenuAggarwal (digital assets, voice search compatibility) Digital Assets & Schemas
- 20. #SMX #21A @BenuAggarwal TURNYOUR SITE INTOTHE RESOURCE. GAINTRUST. IMPROVE CONVERSION – DIGITAL ASSESTS ALIGN WITHVOICE SEARCH TRAVEL’S INSIGHTS TRAVEL’S TIPS MOBILE EXPERIENCE Digital Assest align with Voice Search - OPTIMIZE FOR Mobile and Voice
- 21. #SMX #21A @BenuAggarwal Add relevant answers for information queries and add Schema's IMPACT Rich answers for position zero Traffic for question search Engagement and click through to inside pages Travel Insights (FAQ) on Home Location, Services, Rooms,TTD
- 22. #SMX #21A @BenuAggarwal 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
- 23. #SMX #21A @BenuAggarwal ENHANCED ATTRIBUTES & PRESENSE
- 24. #SMX #21A @BenuAggarwal ENHANCE LOCAL SEARCH - LEVERAGE KNOWLEDGE GRAPH 23
- 25. #SMX #21A @BenuAggarwal Voice Search Much Have’s
- 26. #SMX #21A @BenuAggarwal 11 VOICE 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
- 27. #SMX #21A @BenuAggarwal AI FIRST
- 28. #SMX #21A @BenuAggarwal 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
- 29. #SMX #21A @BenuAggarwal MULTIPLE WAYS TO CONNECT & CHAT WITH CONSUMERS Facebookchatwithus Websitechat KnowledgeGraphChat Hundreds of waystochat withvisitors
- 30. #SMX #21A @BenuAggarwal FAQs TO BUILD BOTS 29 ANALYZE FAQs TRAIN BOT NLP & ML RESPONSE GroupFAQbysimilarity Prepareutterancesfor eachquestion Derivequestionintent TrainBOTonNLP engine Provideresponsesfor eachintent NLPparsesuserinput MLenginematches inputtobestanswer Respondwith appropriateanswer
- 31. #SMX #21A @BenuAggarwal THE WEBSITE INTERCONNECTED CHATBOT Chatbot Liveagent Interconnected learningsystem Publishtosite FAQs PushFAQsto chatbot
- 32. #SMX #21A @BenuAggarwal Chat Bot and Centralized Dashboard
- 33. #SMX #21A @BenuAggarwal KEY TAKE AWAYS Voicesearch: Thefutureofsearch Createcontent foruserintent Leverage schemas Useenhanced attributes Bots&AI, what’snext
- 34. #SMX #21A @BenuAggarwal Know Great People? Careers.milestoneinternet.com Head of SEO/SEM – CA Director of Social – CA/Chicago Sr Customer Success Manager
Editor's Notes
- Our digital presence cloud is a full suite of software for digital marketers We back it up with a full complement of services to help businesses create the best possible digital presence Providing software and services gives our customers best experience. We are fully accountable for performance.
- Voice Search – When and why How does it work? Content Schema’s Digital Assets Platform– Technical SEO, Speed, Mobile first Enhanced attributes across most critical channels Results Bots /AI – Next Frontier
- User ask for information Assistnat will go to database or sources offering that information Finds the best awesners Validates information Offer best awnser
- 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
- 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
- KW Tools: MOZ Keyword Explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat
- Informational Queries are top of the funnel - 80%
- 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
- https://www.searchenginejournal.com/featured-snippets-types/219907/ -
- Suggest solid and show may be rater
- How user intent and search go together
- 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
- 1. 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.
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