The role of search has evolved. View Serena Peterson's presentation from Rio SEO's Local Search Summit (2017) as she details how to prepare now for voice disruption in 2020.

2. CONTENT EXPANSION FOR VOICE SEARCH
Serena Peterson
Regional Director, SEO
iProspect –
Driving Business
Performance

3. Paid
Search
Natural
Search
z
Who is
iProspect?
Covario and Rio SEO were one
holistic team. Covario’s SEO/SEM
services were acquired by Dentsu
Aegis/iProspect in September, 2014.
iProspect and RIO SEO are close
partners and continually collaborate for
local client success.
Local Search

4. z
Paid
Search
Lead Generation
& Affiliates
Content
Generation
Natural
Search
Performance
Display
Full Suite
of Services
iProspect’s services span all
digital marketing channels which
features a truly holistic digital
performance marketing offering
Local
Search
Creative
Video
Paid Social
Influencer
Marketing
Data & Insights
Conversion
Optimization
Native
Advertising
Structured Data
& Feeds

5. Search is Where
We Go to Find
Answers
To provide valuable
answers, we must
listen to the
questions

6. The Role of
Search Has
Evolved
Transforming from an answer
engine to a personal assistant

7. Voice
Dominated
50% of all Searches will
be Voice by 2020
Comscore
Only 58% of
Question Queries
Have Voice Search
Answers
BrightEdge

8. Natural Language & Long Tail for Voice Intent
Source: Linkdex

9. Find the Sweet Spot with a Voice Gap Analysis
GREAT SOURCES OF DATA:
• Google AdWords (free)
• Google Trends (free)
• AnswerThePublic.com (free)
• Linkdex
• BrightEdge Datacube
• Conductor
• SEMRush
VOICE
INSIGHTS
Build seed lists and
understand keyword
voice opportunities

10. Do Diligence to Find Keyword Gaps & Opportunities
MUST DO:
Mapping is critical for
baseline, tracking
and implementation
KEYWORD
MAPPING
Expand seed list with
volume, identify
keywords that don’t rank
and map to new or
existing URLs

11. Note About Voice Data & Reporting
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
0
200
400
600
800
1,000
1,200
1,400
1,600
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Brand Google Answer Box Results Non Brand Google Answer Box Results Estimated Google Search Volume
Google and Bing don’t provide Voice data yet. Tools like BrightEdge and Conductor
can provide data for Answer Boxes that can also trigger voice…
Google Search
Volume
SERP
Results
Source: BrightEdge

12. Content Ideation: Connecting Consumers to Alexa
Build a News Feed to
connect with Consumers
Here’s your flash
news briefing…
Alexa, where is the
closest
[brand] near me…
Build an IOT app
to help them
or
63 MILLION
PRIME
MEMBERS
10,000 SKILLS

13. Content Ideation: Google Home Voice Triggers
OK Google, what are
interest rates on loans?
1,000 monthly searches
OK Google, what is
Carter’s return policy?
1,000 monthly searches
Informational
Helpful
1.4 BILLION
US ANDROID
USERS
Optimize for
Google and
YouTube
Best practices for keyword
optimization, quality content
and structured data will drive
wins with Google Assistant

14. Ramping Up for Voice Search Content Creation
Audience research, keyword
discovery and data collection
Understand who has social and
search equity around the target
keyword set
Generate quality content – infographic video,
copy, skills and optimize any conversion points
in content or on site
Define target pages and plan the
schedule for promotion through
influencer, native, and social channels
Push content live
Launch & Market
Promotion Plan
Content CreationNetwork Mapping
Discovery
Voice
design
Create optimized
templates for each
content type

15. Amplify for Voice Authority
Articles Infographics Video InteractiveOn Page
Email Stories Native LocalSocial Posts

16. How to Nail the Details with Personal Assistants
SIRI CORTANA ALEXA GOOGLE
Optimize for Bing: Siri search turns to Bing
for Web results
Focus on Yelp: Surfaces relevant for listings
on Yelp local search intent
Social Media Influence: Be brand active in
key platforms for visibility
Structured Data: Rich markup improves
semantic relevancy
Apple Maps: If a business isn’t listed on
Apple Maps, it’s going to lose out on Siri
and iOS users
Optimize for Bing: Searches the files on
your hard drive for certain types of queries
while relying on a Bing-based online search
for others
History: Cortana can learn that when you
search for a spreadsheet, you aren’t
looking for tips on how to use one, you’re
looking for one you’ve already made
B2B Disruptor: Imagine a world with
Cortana on all desktop machines with no
keyboard required -- all marketers would
be impacted.
Optimize for Bing: Alexa answers a
question with an audio answer from the
Echo speaker, and posts a result in the app
on your phone
Optimize Yelp Pages: The results for local
businesses are powered by Yelp, and it
includes the address, price and average
reviews
Build Alexa Skills: To get visibility on the
Echo with your own branded content, you
have to build an app, or skill in Echo-
verbiage
Optimize for Google: Query-based content
is key
Structured Data: Rich markup improves
semantic relevancy
Optimize social assets: Facebook, YouTube,
Instagram, etc.
App Optimization: Optimize for custom
views
Deep Linking: Use parity and add deep
links to your sitemap for added indexing

17. Key Takeaways
• Prepare Now for Voice Disruption in 2020
• Create a Keyword Voice Gap
• Build Web Page Mapping for Content
• Create Content Roadmap
• Leverage Answer Box Reporting Data
• Build Skills and Semantic Results Today
• Amplify Content
• Nail the Details with Personal Assistants

18. THANK YOU! QUESTIONS?
Serena Peterson
Regional Director, SEO
iProspect –
Driving Business
Performance