Heroconf - Voice Search
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Here are some top rated restaurants near the Crown Plaza Jacksonville Airport hotel: - Miller's Ale House - Casual American fare with a great beer selection. It's about a 5 minute drive from the hotel. - Bonefish Grill - Upscale seafood restaurant known for its wood-grilled fish and steaks. Also about 5 minutes away. - Panera Bread - A quick service bakery cafe perfect for a light meal or coffee. Right across the street from the hotel. - Starbucks - If you just need a coffee, there's a Starbucks located inside the hotel. - Chick-fil-A - Popular chicken sandwich chain. A 10 minute drive from the
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Heroconf - Voice Search
- 1. Optimizing For Voice Search & Virtual Assistants Benu Aggarwal | President and Founder
- 2. @benuaggarwal | blog.milestoneinternet.com BENU AGGARWAL Silicon Valley ● Chicago ● D.C. | 2,000+ customers | 400+ Awards PRESIDENT & FOUNDER, MILESTONE, INC Digital Marketing Software and Services CMS LOCAL SOCIAL REVIEWS INSIGHTS ANALYTICS DIGITALAGENCY SEO, SEM, CREATIVE SERVICES
- 3. @benuaggarwal | blog.milestoneinternet.com 6 STEPS TO VOICE SEARCH CONVERSATIONAL CONTENT DESIGN & UI TECHNOLOGY (SPEED,HTTPS,AMP, PWA) PROMOTION VOICE ACTION OPTIMIZATION TRACKING 6 5 4 3 2 1
- 4. @benuaggarwal | blog.milestoneinternet.com WHEN, WHY, HOW
- 5. @benuaggarwal | blog.milestoneinternet.com WHEN DO PEOPLE USE VOICE 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%
- 6. @benuaggarwal | blog.milestoneinternet.com HOW DOES IT WORK? 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”
- 7. @benuaggarwal | blog.milestoneinternet.com SEARCH HAS CHANGED TEXT DRIVEN 2008 2018 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Prioritize great content
- 8. @benuaggarwal | blog.milestoneinternet.com ● ANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY CONTENT
- 9. @benuaggarwal | blog.milestoneinternet.com CONVERSATIONAL CONTENT ACROSS DIFFERENT STAGES OF CUSTOMER JOURNEY Dream Plan Book Experience
- 10. @benuaggarwal | blog.milestoneinternet.com Future of Search is Revevancy with Google AI “Neural Matching” Synonyms Super-synonyms Impact 30% of Queries
- 11. @benuaggarwal | blog.milestoneinternet.com OPTIMIZE YOUR LANDING PAGE AND MOBILE CAMPAIGNS - “HOTEL NEAR ME” “NEAR ME QUERIES” “WHERE QUERIES” “NEAR BUSINESS NAME” “THIS WEEKEN QUERIES” “Hotels near me” POSITION 6.7 POSITION 1.5
- 12. @benuaggarwal | blog.milestoneinternet.com HOW TO CREATE CONTENT FOR 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
- 13. @benuaggarwal | blog.milestoneinternet.com CREATE CONTENT FOR EVERY STAGE OF THE JOURNEY 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
- 14. @benuaggarwal | blog.milestoneinternet.com CREATE CONTENT FOR EVERY STAGE OF THE JOURNEY Informational Intent 80% Navigational Intent 10% Transactional Intent 10% + Local Intent Branded keyword rank change: +439% Non-branded keyword rank change: +2,284%
- 15. @benuaggarwal | blog.milestoneinternet.com CONVERSATIONAL CONTENT MUST HAVES LENGTH Relevantfragment froma long answer SATISFACTION Doesthe contentmeet userneeds? ELOCUTION (Proper pronunciation) FORMULATION (Grammatical correctness) DIMENSIONS USED BY RATERS
- 16. @benuaggarwal | blog.milestoneinternet.com 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 contentyields higher CTR Featured snippet needs a mix of factorsto get to the top of Google Google’s sweet spot is 54 to 58 words
- 17. @benuaggarwal | blog.milestoneinternet.com ● (digital assets, voice search compatibility) DIGITAL ASSETS & SCHEMAS
- 18. @benuaggarwal | blog.milestoneinternet.com SITE ARCHITECTURE & CONTENT - MOBILE AND VOICE SEARCH 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
- 19. @benuaggarwal | blog.milestoneinternet.com TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSESTS ALIGN WITH VOICE SEARCH TRAVEL’S INSIGHTS STAFF TIPS MOBILE EXPERIENCE DIGITAL ASSESTS ALIGN WITH VOICE SEARCH - OPTIMIZE FOR MOBILE AND VOICE HOME THINGS TO DO
- 21. @benuaggarwal | blog.milestoneinternet.com ENHANCE LOCAL SEARCH - LEVERAGE KNOWLEDGE GRAPH
- 22. @benuaggarwal | blog.milestoneinternet.com UNAP AND SCAN REPORTS Milestone Local
- 23. @benuaggarwal | blog.milestoneinternet.com 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 Search Campaign 1 – CP Jacksonville 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
- 24. @benuaggarwal | blog.milestoneinternet.com MILLWOOD INN san francisco airport hotels with shuttle hotels near me hotels near san francisco airport with free shuttle hotels near san francisco international airport with free airport shuttle both ways park and fly hotels near sfo airport hotels by san francisco airport aaa hotels by sf airport hotels north of sfo airport hotels near sfo airport with shuttle service hotels near san francisco airport hotels near san francisco airport with free shuttle sfo hotel close to airport and bart last minute hotel for tonight in sfo with shuttle to airport san francisco airport shuttle to downtown hotels near sfo airport with shuttle hotels near san francisco airport with free shuttle which hotels have shuttle bus to san francisco airport Voice Search Campaign 2 – Millwood Inn User intent Ad Landing page experience Campaign type Interaction CTR Avg. CPC Conversions Conv. Rate Cost/Conv Voice Search Campaign 157 5.02% $1.87 9 5.88% $32.56 Normal Branded Campaign 446 0.76% $1.95 67 15% $13
- 25. @benuaggarwal | blog.milestoneinternet.com Targeting CP Jacksonville Millwood Inn Keywords +hotel +cruise +jacksonville, +hotel +near +me, +pet +friendly +hotel +jacksonville, +hotels +indoor +pool +jacksonville. Etc., +hotels +san +francisco +airport, +hotel +near +me, +hotel +sfo +airport, +san +francisco +hotels +shuttle. Etc., Match Types Broad Match Modifier Broad Match Modifier Audience N/A N/A Device Mobile Mobile Location Jacksonville (Hotel City) Millbrae (Hotel City) Website Module FAQ on every page Standard only one page Performance Very Good Good Voice Search Campaign Performance…
- 26. @benuaggarwal | blog.milestoneinternet.com TECHNICAL MUST HAVES
- 27. @benuaggarwal | blog.milestoneinternet.com MOST CRITICAL TECHNICAL MUST HAVE’S SPEED Crawlability, Indexability, Schema’s, Validations Low boncerate& High engagement HTTPS AMP PWA RESPONSIVE DESIGN MOBILE-FIRST
- 28. < 1 SEC, < 7 SEC Ranking Signal: SEM RUSH Presentation @olgandrienko
- 29. @benuaggarwal | blog.milestoneinternet.com HOW TO IMPROVE PAGE SPEED ENABLE COMPRESSION MINIFY CODE REDUCE REDIRECTS REMOVE RENDER BLOCKING CODE LEVERAGE BROWSERCACHING IMPROVE SERVER RESPONSE TIME USE A CDN MOBILE FIRST
- 30. @benuaggarwal | blog.milestoneinternet.com ● (digital assets, voice search compatibility) CREATE ACTIONS AND SKILLS
- 31. @benuaggarwal | blog.milestoneinternet.com CREATING ACTIONS & SKILLS WORKFLOW Create your project Set up invocations Build actions using dialog flow Set up intent & training phases Test with simulator Link to Domain Release
- 33. @benuaggarwal | blog.milestoneinternet.com 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
- 34. @benuaggarwal | blog.milestoneinternet.com FAQs TO BUILD BOTS COLLECT FAQs CREATE INTENT & ACTIONS VALIDATE RELEASE INTEGRATE (CMS, Platforms) MODERATE TRACK
- 35. @benuaggarwal | blog.milestoneinternet.com MULTIPLE WAYS TO CONNECT & CHAT WITH CONSUMERS Facebook chat with us Website chat Knowledge Graph Chat Hundreds of ways to chat with visitors
- 36. @benuaggarwal | blog.milestoneinternet.com THE WEBSITE INTERCONNECTED CHATBOT Chatbot Liveagent Interconnected learningsystem Publishtosite FAQs PushFAQsto chatbot
- 38. @benuaggarwal | blog.milestoneinternet.com CHAT BOT AND CENTRALIZED DASHBOARD
- 40. @benuaggarwal | blog.milestoneinternet.com ANALYTICS QUERIES ON MOBILE FAQs, CLICKS, POST SEARCH ACTUAL CHATBOT CONVERSATIONS ANALYTICS FROM ACTIONS
- 41. @benuaggarwal | blog.milestoneinternet.com VOICE SEARCH MUCH HAVE’S
- 42. @benuaggarwal | blog.milestoneinternet.com 11 VOICE SEARCH RANKING FACTORS ANALYZED PAGESPEE D HTTPS SHORT ANSWER S SCHEMA DOMAIN AUTHORITY SOCIAL CONTENT EASY TO READ EXACT QUERY WORD COUNT RANK FEATURE D SNIPPET https://backlinko.com/voice-search-seo-study
- 43. @benuaggarwal | blog.milestoneinternet.com 6 STEPS TO VOICE SEARCH CONVERSATIONAL CONTENT DESIGN & UI TECHNOLOGY (SPEED,HTTPS,AMP, PWA) PROMOTION VOICE ACTION OPTIMIZATION TRACKING 6 5 4 3 2 1
- 44. @benuaggarwal | blog.milestoneinternet.com https://blog.milestoneinternet.com/industry-news/ebook-6-digital-marketing-trends-that-will-matter-in-2018/ THANK YOU Questions? www.milestoneinternet.com blog.milestoneinternet.com @Benuaggarwal http://www.facebook.com/Milestoneinc
- 45. @benuaggarwal | blog.milestoneinternet.com CONTENT ALIGN WITH USER SENTIMENT – FIND TOPICS FOR CONVERSATIONAL CONTENT Likes Dislikes Competitor reviews
- 46. @benuaggarwal | blog.milestoneinternet.com PRECISE AND RICH ANSWERS LEADS TO V POSITIONING Empire State Building height – Keyword Search How high is the Empire State Building – Natural Language 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 Featured Snippet get read aloud during voice results Topical content with FAQ works well and helps in building implicit innovation Content length needs to be sufficient and matches user intent
- 47. @benuaggarwal | blog.milestoneinternet.com USER REQUEST Invocation Hey Google, where can I eat in Jacksonville FL? Invocation Question USER INVOCATION PROCESS Hey Google, where can I eat at the Crown Plaza Jacksonville Airport? ACTION LEADS TO INVOCATION - Optimize your content for actions, invocation or in other words should help accomplish specific, helpful tasks
Editor's Notes
- 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
- Last few months, Google has been using neural matching, - - AI method to better connect words to concepts. Super synonyms, in a way, and impacting 30% of queries. Don’t know what “soap opera effect” is to search for it? We can better figure it out.
- Get Scarlet and see if I can get main questions KW Tools: MOZ Keyword Explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat
- 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
- In order for users to engage with your app, they need to invoke it. In many cases users will have your app in mind, so they ask the Google Assistant to interface with it. Additionally, as long as you design your app to accomplish specific, helpful tasks, the Assistant may recommend it to users when it's the best available app for their query. The following sections explain the different types of invocation and describe how best to design your app with discovery in mind.
- https://www.searchenginejournal.com/featured-snippets-types/219907/ -
- FAQ module website that is helping us to leverage voice search queries LSI based content which covered query that user ask through Google Assistant and other voice searches In above both accounts, we are considering C2BE visits as Conversions (Unable to track revenue for CP Jacksonville because of Brand booking engine) CTR= click-through rate CPC= Cost per Click
- Please add Mobile first Be secure with https Be Responsive Be Quick –Site speed to capture micro moments Be accessible/crawlability – XML sitemap must include all FAQ pages
- Enable compression. HTML, CSS, Javascript files over 150 bytes should use file compression (like gzip) Minify Code Remove the bloat (spaces, commas, unncessary code/characters) Reduce Redirects Each time a page redirects to another page, your visitor faces additional loading time thanks to http request reponse cycle Remove render blocking code Browsers have to build DOM trees before rendering the page, if a browser encounters a script during that process, it has to stop what it's doing and execute it before continuing. Leverage browser caching Browsers cache information – set an expiration date for your cache (usually a year unless your site changes frequently) Use "cache-control" and "ETag" in the .htaccess file "cache-control" sets how long an individual response can be cached by the browser ETAG provides the revalidation token sent to the browser to see if the resource has changed since last time the browser visited Improve server resonse time MUST be under 200ms Use a CDN Mostly for international SEO and page speed Set up multiple edge point servers
- Set up Invocations Build Actions using Dialog Flow Set up Intent and Training phrases Test Release Analytics
- Collect FAQs, Create intent and actions Validate Release Integrate – CMS, Platforms Moderate Track
- 1.Content - Conversational 2. 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.
- Slide fixing 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
- All action, Intent, Training phases with in Intent /Actions needs to be also conversational. Tow types of invocation – Branded and non branded - LEADS TO ACTION AND INVOCATION In order for users to engage with your app, they need to invoke it. In many cases users will have your app in mind, so they ask the Google Assistant to interface with it. Additionally, as long as you design your app to accomplish specific, helpful tasks, the Assistant may recommend it to users when it's the best available app for their query. The following sections explain the different types of invocation and describe how best to design your app with discovery in mind.