7. Confidentialwww.milestoneinternet.com | 1-408-200-2211
WHENDOPEOPLE USEVOICE SEARCH?
Driving
Doing another activity
Watching TV
Working
Cooking
Exercising or walking
Showering or using the bathroom
With family or friends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%
8. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWDOES ITWORK?VOICE SEARCH
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearest ATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”
12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONVERSATIONALCONTENTANDMICRO-MOMENTS DRIVEN BY
VOICE SEARCH
Research Explore Learn Buy
I want to know I want to go I want to do I want to buy
“What banks offer
mortgage loans?”
“Where is the
nearest bank?”
“How do I apply
for a mortgage?”
“Where can I meet
a financial
advisor?”
Which cars get
the best mileage?
Where can I test
drive cars near
me?
How do I get a
car loan?
Where can I buy
a car X?
13. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATECONTENTFOREVERYSTAGE OFTHEJOURNEY
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
I WANT TO KNOW I WANT TO GO I WANT TO DO
15. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWTOCREATECONTENTFOR INFORMATIONAL?
Where is Playa
del Carmen 5th
Avenue
parking?
What are the best
Playa del Carmen
5th Avenue
restaurants?
?
What are the
best Playa del
Carmen 5th
Avenue clothing
stores?
Google Searches
MOZ Keyword Explorer
Ahrefs or 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
KEYWORD TOOLS
16. SEARCHENGINE QUERYPROCESSING WHEN ITCOMES TO
QUESTIONANSWER
STRUCTURED AND NONSTRUCTURED CONTENT
CONTENT WHICH CAN ANSWER SPEFICIF QUESTIONS
17. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FEATURED SNIPPET MUSTHAVE
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
24. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Home
Location Rooms
Overview
King Guest
Room
2 Double Bed
Guest Room
Services
Overview
Business
Traveler
Dining
Overview
Dining at
Seaport
In-Room
Dining
Area
Restaurants
Private Dining
Meetings &
Events
Overview
Venues
Services
Planning
Things to Do
Overview
Shopping
Family Fun
Museums &
Culture
Sports
Business
Specials
Overview
E-Map Contact Events Photos
Business
Traveler
Reviews
Create Topical
Content on Home
Page
PRIMARY
NAVIGATION
SECONDARY
NAVIGATION
KEY
LINK PAGE
CONTENT PAGE
SPECIALS
FORM PAGE
MAP PAGE
ROOM PAGE
BLOG PAGE
GALLERY PAGE
EVENTS PAGE
Each answer clicks
into the related page
to build out the
complete topical
intent
FAQ
FAQ FAQ FAQ FAQ FAQ FAQ FAQ
SITEARCHITECTURE&CONTENT-MOBILEANDVOICE SEARCH
26. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE
SEARCH
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
DIGITALASSESTSALIGN WITH VOICE SEARCH-OPTIMIZE FOR
MOBILEANDVOICE
HOME
THINGS TO DO
35. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CP JACKSONVILLE
hotels near jacksonville cruise port
hotels near jacksonville cruise port with shuttle
hotels in jacksonville fl that offer shuttle to cruise airport
hotels in jacksonville fl with free cruise shuttle
jacksonville park and cruise hotel
jacksonville cruise port hotels
hotels near carnival cruise port jacksonville fl
park and cruise jacksonville hotels
hotels in jacksonville fl with cruise and park
hotels near cruise port in jacksonville florida
hotels close to jacksonville cruise port
jacksonville hotels with free curise shuttle
jacksonville hotels with shuttle to cruise port
hotels in jacksonville fl near carnival cruise port
hotels close to cruise terminal in jacksonville fl
hotels near cruise port in jacksonville fl
hotels near jacksonville port with free parking
VOICE SEARCHCAMPAIGN –CPJACKSONVILLE
User intent
Ad Landing page
experience
Campaign Type Interaction CTR Avg. CPC Conversions Conv. Rate Cost/Conv
Voice Search
Campaign
246 10.84% $1.59 174 70.73% $2.25
Normal branded
Campaign
627 11.04% $1.14 166 26.48% $4.31
42. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
WHATANDWHYCREATEACTIONANDSKILLS?
1. Separate index
2. Enable direct conversation between business and user
3. Target users by building actions
4. Enable categorical browsing in actions directory
5. Good for Brand presence
51. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
QUERIES FROM OKGOOGLE –PAID SEARCHCAMPAIGNThe image part with relationship ID rId2 was not found in the file.
We can easily see that GoogleAds campaign is also triggering from Voice search.As OkGoogle in
Search terms.
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53. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GOOGLESEARCHCONSOLEQUERIESWITHHIGHIMPRESSIONS
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What
Queries
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Near me
Queries
Increased visibility
55. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ANALYTICS
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QUERIES ON
MOBILE
FAQs,
CLICKS,
POST
SEARCH
ACTUAL
CHATBOT
CONVERSATION
S
ANALYTICS
FROM ACTIONS
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