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How to Optimize Your
Content for the Future
of Search Marketing
Katy Katz
#pubcon @katykatztx
It’s not that far off …
#pubcon @katykatztx
Your customers expect
personalization.
#pubcon @katykatztx
And consumers ask
questions in a personal way.
#pubcon @katykatztx
for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?
AI can answer questions …
#pubcon @katykatztx
Make suggestions …
#pubcon @katykatztx
Guess what you want …
#pubcon @katykatztx
Tell you about current events
#pubcon @katykatztx
Order consumer goods.
#pubcon @katykatztx
And even make jokes.
#pubcon @katykatztx
You need to be ready.
#pubcon @katykatztx
But how?
#pubcon @katykatztx
First, let’s take a step
back to WHY.
#pubcon @katykatztx
In the past, we’ve heard …
The brain processes images
60,000 times faster than text
… so make your content more visual.
#pubcon @katykatztx
Now you need to consider …
We can speak 150-160 WPM
but only type 40 WPM
… so people will be able to articulate
their queries more specifically.
#pubcon @katykatztx
Voice and image search is going to make
up at least half of searches by 2020.
- Mary Meeker
Screenshot from Recode
In one survey, one fifth say they already
commonly use voice activated search.
#pubcon @katykatztx
- SEER Interactive 2017 Study
#pubcon @katykatztx
Big Impacts
Keyword
Research
Content
Strategy
Technical
Implementation
#pubcon @katykatztx
Anatomy of a
Voice Query
Key Features
-The 5 W’s
-Conversational
-Longtail
-Mobile
-Clear intent
#pubcon @katykatztx
Is there a dry cleaner I can
trust near me?
Keyword
optimization
Positive reviews Local markup
#pubcon @katykatztx
There are two parts to
this talk.
#pubcon @katykatztx
First we’re going to set
the foundation.
#pubcon @katykatztx
Foundations for Voice Search
define your
goals
identify your
audience
language-market
fit
map the buyer’s
journey
#pubcon @katykatztx
1.
Define your goals
You know the drill. Make sure
they are specific and
#pubcon @katykatztx
#pubcon @katykatztx
2.
Identify your audience
Identify your ideal customer as
well as your primary personas.
#pubcon @katykatztx
Place your screenshot
here
[Persona Name]
Demographics
∙Age / Gender
∙Salary / Background / Education
∙Location / Family
∙Job Title / Role Details
Goals & Challenges
∙Values / Pain Points
∙Key Metrics for Success
#pubcon @katykatztx
3.
Reach language market fit
Craft your language in a way
that impacts your audience.
#pubcon @katykatztx
“∙Do qualitative research into the exact words and
phrasing that your buyers use to describe your product,
service, or category.
∙Talk like your customers!
4.
Map the buyer’s journey
Work through each of the
questions your buyers will face.
#pubcon @katykatztx
#pubcon @katykatztx
Awareness Consideration Decision Success
Trigger X X X X
Actions X X X X
Goals X X X X
Pain Points X X X X
Keywords X X X X
Message X X X X
The Buyer’s Journey
#pubcon @katykatztx
Once you have a solid
foundation, you can
get technical.
#pubcon @katykatztx
Let’s Get Technical
longtail
keyword
research
snag those
snippets
schema
markup
brand
optimization
#pubcon @katykatztx
1.
Research relevant keywords
Focus on long tail keywords that
answer questions and add utility.
#pubcon @katykatztx
Remember how we
speak questions?
#pubcon @katykatztx
for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?
What are the
successful
presentation
factors?
presentation
Vs.
Longtail Keywords
#pubcon @katykatztx
Keyword Research Tools
• Keyword.io
• Answer The Public
• Buzzsumo Question Analyzer
(formerly Bloomberry)
• SEMRush
• KWFinder
• Quora
#pubcon @katykatztx
2.
Snag those snippets
Design your content to optimize
for featured snippets.
#pubcon @katykatztx
#pubcon @katykatztx
The amount of snippets doubled this
year!
- Dr. Pete Meyers, Ranking #0
#pubcon @katykatztx
Anatomy of a
“Snippetable”
Post
Key Features
-Short, digestible answer to a question
(or convertible)
-Fact-based logic
-Not easily answered by a dictionary or
wiki
-Fits the 5 Ws and an H
-Semantic relevance
This blog from Hubspot rocks!
#pubcon @katykatztx
#pubcon @katykatztx
3.
Schema markup
Tell the robots what’s important.
#pubcon @katykatztx
Schema tools provide the language
for you to communicate the meaning
of the data on your site to search
engines (and AI).
#pubcon @katykatztx
There is structured data markup for:
•Articles
•Local businesses
•Restaurants
•TV episodes and ratings
•Book reviews
•Movies
•Software applications
•Events
•Products
Read more on Kissmetrics
#pubcon @katykatztx
Schema Markup Tools
• Schema.org
• JSON LD
• Google’s Structured Data
Testing Tool
• Schema App
#pubcon @katykatztx
4.
Brand optimization
Manage your brand across the
interwebs.
#pubcon @katykatztx
#pubcon @katykatztx
All marketing channels affect a consumer throughout
their journey.
onsite
seo
local
seo
social media
offsite
seo
reviews
#pubcon @katykatztx
“
It takes 6-8 touches for a prospect to
convert to a sale.
- Salesforce
Manage your online brand presence!
#pubcon @katykatztx
Brand Tools
SEO
•Moz Local
•Yext
•ReachLocal
•Google My
Business
•…. To name a
Reviews
•Get Five
Stars
•Review
Trackers
•Yotpo
•Reputation
#pubcon @katykatztx
Is there a dry cleaner I can
trust near me?
Keyword
optimization
Positive reviews Local markup
#pubcon @katykatztx
Your buyers have
questions each step of
the way.
#pubcon @katykatztx
Own the conversation.
#pubcon @katykatztx
Thanks!
Any questions?
You can find me at:
∙@katykatztx
∙katy@marketingr
efresh.com
∙bit.ly/pubcon-free-
audit

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The Future of Searchable Content | Voice Search & AI

Editor's Notes

  1. I watched a movie from the 90s recently . I’m not going to say which one bc I already have a bad enough reputation with movies as it is. But the photographer got interrupted on the job and practically ruined a wedding. And all I could think is how many bad online reviews he would have gotten now. As a business, you can no longer hide. You have a digital footprint that has the potential to last forever and all you can do is try to influence it. Luckily, there is a lot that you can do to craft an impression for your audience.
  2. Google actually hired people from Pixar and
  3. Hummingbird paved the way for semantic search and user intent.
  4. Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.
  5. Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.