IS YOUR BUSINESS READY
FOR VOICE SEARCH? Presented by Anil Aggarwal Milestone, Inc. January 23, 2019 | New York City @milestonemktg
DIGITAL TRENDS IMPACTING VOICE SEARCH MOBILE IS CHANGING CUSTOMER JOURNEY
67% 61% 56% 48% 68% 65% 55% 63%
AUTO SHOPPING TRAVEL FINANCE FOOD BEAUTY ELECTRONICS HOME 63% 3.5hrs. 3.4hrs. of total US visits are daily daily on mobile devices
2018: https://www.stonetemple.com/mobile-vs-desktop-usage-study/ 2018: https://www.emarketer.com/content/mobile-time-spent-2018 2018: https://www.stonetemple.com/mobile-vs-desktop-usage-study/ HOTEL MICRO-MOMENTS
I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY
What hotels in Show me What are some Find hotel NY are rated 5 hotels near things to do in specials in NY stars? Time Square NY City? next week SEARCH HAS CHANGED
VOICE No spammy content or links TEXT DRIVEN
2008 2019
No duplicate Prioritize content great content
KEYWORDS CONVERSATIONS HOW BIG WILL VOICE SEARCH BE?
50% 30%
of search is expected to of web browsing will be be voice-based by 2020 screen-less by 2020
(ComScore, 2017) (Gartner 2018)
Google Assistant Apple Siri Amazon Echo https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ https://marketingland.com/adobe-47-percent-of-smart-speaker-owners-using-device-in-shopping-process-247837 WHEN ARE PEOPLE USING VOICE?
Driving 52.8%
Doing another activity 21.3%
Watching TV 7.5%
Working 7.4.8%
Cooking 5.5%
Exercising or walking 2.6%
Showering or using the bathroom 2.3%
With family or friends 0.4%
In bed 0.2%
https://www.highervisibility.com/blog/how-popular-is-voice-search/ MILESTONE’S DIGITAL PRESENCE MATURITY MODEL
SOFTWARE TACTICS
Predictive analytics FAQ content STRATEGIC FAQ management Voice search Voice-publishing Segmented paid PAMP
Backlink strategy Schema-friendly Platform Schema PROGRESSIVE Competitive intelligence Mobile-first design Digital marketing analytics Leverage CDNs Retargeting
Easy to use CMS Keyword optimization Social marketing Content improvement PROACTIVE Review management Responsive site Speed Basic reports Paid marketing
Content management Website, HTTPS system Technical SEO FOUNDATIONAL Local SEO with Local optimization suppression PPC HOW IT WORKS HOW VOICE SEARCH WORKS?
CONSUMER GOOGLE ALEXA CONTENT FROM SIRI WEBSITES, VOICE CORTANA ACTIONS
* Assumes mobile responsive website and optimized for schemas and speed CONTENT 4 STEPS TO VOICE SEARCH WEBSITE TECHNOLOGY
VOICE OPTIMIZATION
TRACKING & ANALYTICS VOICE SEARCH IN ACTION
Does the Seaport Boston Hotel offer free parking? CONTENT ANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY YOUR GUEST’S CUSTOMER JOURNEY Optimize your presence across your customer’s digital touch points
DREAM PLAN BOOK EXPERIENCE SHARE Branding Content Conversion Merchandising Social media optimization Getting found Restaurants Reviews Specials CONVERSATIONAL CONTENT ACROSS DIFFERENT STAGES OF CUSTOMER JOURNEY
Dream Plan Book Experience FOCUS ON INFORMATIONAL CONTENT TO START WITH
Informational Intent Navigational Intent Transactional Intent Informational Intent 80% what, why, and how? “About business” “Buy, book, convert”
I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Branded keyword Non-branded rank change: keyword rank +439% change: +2,284% HOW TO CREATE CONTENT FOR INFORMATIONAL?
What are the best Playa del Carmen 5th Avenue KEYWORD TOOLS restaurants? ? Google Searches MOZ Keyword Explorer Where is Playa Ahrefs or Moz th Questions capture voice del Carmen 5 keyword explorer Avenue Insights and natural search parking? queries AnswerThePublic UberSuggest Keywordtool.io Answers are rich, What are the Serpstat informative, and solve a best Playa del problem Carmen 5th Avenue clothing stores? Generates answer boxes on SERP FUTURE OF SEARCH IS RELEVANCY WITH GOOGLE AI “NEURAL MATCHING” SYNONYMS
Google is now using artificial intelligence (AI) for Neural Matching in order to better connect synonyms and provide a higher quality search result.
Super-synonyms Impact 30% of Queries FEATURED SNIPPET MUST HAVE
Extracts text to answer searcher’s question Content answers quickly & includes related info to spark click through Authoritative and experience driven content yields higher CTR Featured snippet needs a mix of factors to get to the top of Google Google’s sweet spot is 54 to 58 words MILESTONE VOICE QUERIES MODULE
VOICE ACTIONS PLATFORM (AI-enabled)
FAQs (voice search based) Your website
Chatbot UNANSWERED INTENTS FAQ MANAGER – VOICE QUERIES CONTENT MODULE FAQ MANAGER – CAPTURE FAQS AND PUBLISH TO WEBSITE & VOICE ALIGN DIGITAL ASSESTS WITH VOICE SEARCH - OPTIMIZE FOR MOBILE AND VOICE
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE SEARCH CHAT BOT AND CENTRALIZED DASHBOARD TECHNOLOGY MOST CRITICAL TECHNICAL MUST HAVE’S
SPEED CRAWLABILITY, LOW BOUNCE RATE & SCHEMAS INDEXABILITY, HIGH ENGAGEMENT & ENTITIES VALIDATIONS
HTTPS AMP PWA RESPONSIVE DESIGN
MOBILE-FIRST SCHEMAS ON WEBSITES CONNECT SEARCH TO WEBSITE Expected Impact – 20-30% increase in Organic Search Traffic
HOTEL brand photos logo aggregateRating starRating itemReviewed (implemented ratingCount incorrectly) reviewCount aggregateRating containsPlace containsPlace hasMap Dining Address Spa Phone event Review Fax e.g. FoodEvent, amenityFeature ComedyEvent etc author Review reviewBody sameAs (social itemReviewed URLs) bestRating worstRating ratingValue SLOW WEBSITES LOSE RANKINGS VOICE ACTIONS CREATING ACTIONS & SKILLS WORKFLOW
release
link to domain set up intent & training phases
build actions
set up invocations VOICE SEARCH FOR LOCAL INTENT
What is the address for hotel…..?
(Apple, Alexa, Bing) (Google Home, Assistant) ACCURATE DATA TO VOICE SEARCH
Source Search Engines Apps & listings End-points
Central Data Hub APPS & LISTINGS
Local Search Engine Data & Hyper Local Aggregators Listings
Social Maps Channels
Internet Yellow Pages
https://moz.com/learn/local/citations-by-category ANALYTICS VOICE SEARCH AT WORK
USER INTENT LANDING PAGE EXPERIENCE CASE STUDY AND RESULTS
Luxury hotel in Boston
driving users each day to the website through voice-search interactions via “Ok Google” voice assistant ~18 daily VOICE SEARCH CAMPAIGN – PAID MARKETING ON QUERIES OPTIMIZED FOR VOICE SEARCH
Use long-tail voice- search queries as paid marketing keyword PAID CONVERSION INCREASES WHEN USING QUERIES TARGETED FOR VOICE SEARCH
700 24% Conversion rate 600 Clicks, 500 621
400 44% Conversion rate 300 300 Conversions, 200 154 200 Clicks, Conversions, 100 100 236 104
0 0 Traditional Campaign using voice- Campaign based keywords
Date Range: December 2018 MEASURING SUCCESS -ANALYTICS
FAQs, CLICKS, ACTUAL CHATBOT POST SEARCH CONVERSATIONS
QUERIES ON ANALYTICS FROM MOBILE ACTIONS KEY TAKE-AWAYS
CUSTOMER JOURNEY GETTING IMPACTED BY MOBILE
MOBILE-FIRST IS A MUST FOR VOICE SEARCH
VOICE SEARCH OPTIMIZATION CRITICAL FOR RANKINGS & PAID CAMPAIGNS
EARLY ADOPTERS WILL LEAD THE MARKET