The Great Voice Marketing Race - How to Win with Content-Led SEO
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Voice is the next key computing interface and as a result it offer unprecdented opportunity for growing market share. In this presentation I look at the strategy and tactics you can use to own the space for your business or brand.
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The Great Voice Marketing Race - How to Win with Content-Led SEO
- 1. 1 The Great Voice Race How to win with content-led SEO. @simonpenson DIGITALOLYMPUS2018
- 2. 2 I’m no techie… Name: Simon Penson Occupation: Managing Director, Zazzle Media Contact: @simonpenson Career: Print editor turned digital agency founder DIGITALOLYMPUS2018
- 3. 3 It’s coming at us faster than we can comprehend. @simonpenson DIGITALOLYMPUS2018
- 4. 4 Just ask Google’s chief engineer… ”We won’t experience 100 years of progress in the 21st century – it will be more like 20,000 years.” Ray Kurzweil, Google Chief Engineer DIGITALOLYMPUS2018 @simonpenson
- 5. 5 The big players are piling in… DIGITALOLYMPUS2018 @simonpenson
- 6. 6 As are the users… 20%of all search queries are now voice. DIGITALOLYMPUS2018 @simonpenson
- 7. 7 55% of teens and 40% of adults use voice DAILY… DIGITALOLYMPUS2018 @simonpenson
- 8. 8 And it’s certainly not just about search. DIGITALOLYMPUS2018 @simonpenson
- 9. 9 A whole world of opportunity… DIGITALOLYMPUS2018 @simonpenson
- 10. 10 Some say it’s too early… DIGITALOLYMPUS2018 @simonpenson
- 11. 11 As we go from say 95% to 99%, we will go from barely using it today to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer… ANDREW NG, CHIEF SCIENTIST, BAIDU. DIGITALOLYMPUS2018 @simonpenson
- 13. 13 Be Prepared. Here’s how we can stake our claim for voice market share: @simonpenson DIGITALOLYMPUS2018
- 14. 14 There are two paths DIGITALOLYMPUS2018 @simonpenson
- 15. 15 Where does the data come from? 3 of the Big 4 (did) use Bing! (Siri moved to Google) Snippets are GOLD Alexa likes Yelp! Local results are used a LOT! Skills & Actions are needed DIGITALOLYMPUS2018 @simonpenson
- 16. 16 We ask questions differently.. DIGITALOLYMPUS2018 @simonpenson
- 18. 18 We will revert to ‘conversational’ DIGITALOLYMPUS2018 @simonpenson
- 19. 19 DIGITALOLYMPUS2018 The long tail is the new battleground @simonpenson
- 20. 2019 So how do we claim victory? DIGITALOLYMPUS2018 @simonpenson
- 21. 21 Featured snippets become GOLD DIGITALOLYMPUS2018 @simonpenson
- 22. 22 Ranking in the Top 10! Answering questions concisely Using good HTML structure Answering related questions together Using great imagery Claim them by…. DIGITALOLYMPUS2018 @simonpenson
- 23. 23 The most common positions to leverage snippets As you can see positions 1-5 dominate approximately 97% of the Answer boxes. . The top 5 claim 97% of snippets @simonpenson
- 24. 24 You have to be succinct to get them Understanding how word count plays into the equation Content between 45 and 53 words is the sweet spot for capturing them. @simonpenson
- 26. 26 Structuring content for snippets How we've done this for the Money Advice Service The Money Advice service are now ranking for over 3,350 answer boxes. This has been achieved by re-structuring old content pages and also working with internal content teams to create new content where there is a snippet opportunity.
- 27. 27 COMPARETHEMARKET 119% Increase In organic traffic 109% Increase In goal conversions The results! @simonpenson
- 28. 28 Local becomes a hot topic too. Reimagine the opportunity. DIGITALOLYMPUS2018 @simonpenson
- 29. 29 No more of this… DIGITALOLYMPUS2018 @simonpenson
- 30. 30 Precision booking comes to all… DIGITALOLYMPUS2018 @simonpenson
- 31. 31 Vertical search alliances may pay… DIGITALOLYMPUS2018 @simonpenson
- 32. 32 Buy Nearest Get Cheapest Find Best Deal Top Rated Closest Words like these become more valuable with less ‘friction’ DIGITALOLYMPUS2018 @simonpenson
- 34. 34 Understanding user journeys is the secret weapon… DIGITALOLYMPUS2018 @simonpenson
- 35. 35 [me] What’s the best lawnmower for under £500? [voice assistant] How large is your lawn? [me] It’s not very big. I don’t need a ride-on. [voice assistant] OK so would you prefer a cylinder or rotary version? [me] I don’t know. How do I choose? [voice assistant] If you want stripes and your lawn is very flat, a cylinder gives a better finish. If not, a rotary is better. [me] OK, definitely a rotary then! [voice assistant] Good choice. In that case, your best options are either the McCulloch M46-125WR or the BMC Lawn Racer. [me] Which is best? [voice assistant] According to Trustpilot, the McCulloch has 4.5 stars from 36 reviews versus 3.5 stars for the BMC. The McCulloch is also cheaper. Do you want me to find the best deal or somewhere nearby that stocks it? [me] I’d like to see it before buying if possible. [voice assistant] OK, ABC Lawn Products is 12 miles away and has an appointment at 11am. Do you want to book it? [me] Perfect. Conversation mapping – the future. DIGITALOLYMPUS2018 @simonpenson
- 36. 36 Guide – Best lawnmower for £500 Guide – Rotary versus cylinder lawnmowers Review strategy – Create a plan to collect more reviews Optimization – Evergreen guide optimization strategy to enhance featured snippet opportunities Local search – Optimize business listing to include reviews, opening times, and more Appointments – Open up an online appointment system and optimize for voice And the opportunities DIGITALOLYMPUS2018 @simonpenson
- 37. 37 Claim your free cheat sheet… zazzlemedia.co.uk/resources/voice-strategy-guide DIGITALOLYMPUS2018
- 38. 38 Thanks for listening. Keep in touch… @simonpenson DIGITALOLYMPUS2018
Notas do Editor
- Hello. EXCITED – TODAY I TALK ABOUT THE FUTURE. NOT OFTEN YOU GET TO do THAT! Especially one where CONTENT is AT THE CENTRE – Big deal. LAST TIME WAS 2010 INTERNET GENERALLY GETTING CONTENT.
- Don’t say it as a hardware guy. I am passionate about innovation and how we can create audiences of value – particularly with content. Built an agency off the back of the growth of content in the desktop and mobile eras. For me voice is the next opportunity.
- But I do say it with urgency - Many will think it’s ‘but it’s coming at us faster than we can comprehend. The reason for that is this.
- The Law of Acclerating Returns. - Google’s chief engineer Ray Kurzweil explained how Moore’s law (growth of computing measure) no defunct and we will now see an exponential acceleration. 20,000 years progress in 100. 2005 one insect brain. Couple years later mouse brain. 2020 one human brain. 2040 all human brains combined. Think about that progression and what it means for what we do as marketers.
- We are reaching a tipping point with computing power/software met with hardware from all the big guys.
- As are the users. Google tells us that 20% of ALL searches are already voice and they see that growing to 50% by 2020.
- Indeed most teens and lots of adults are using it for all manner of things – from directions and personal assistance to homework!
- And despite this being titled around SEO and search it’s not just about search.
- We are already using voice to help with everything from daily task planning to finding local things and even as a form of entertainment. 50% of that is ‘search’ related but clearly the opportunity is much wider.
- And of course there will be naysayers. It’ll never take off, it’s a fad. But speak to those working on the technology and you get a different view. All to do with how good these things are getting. 2010 70% accuracy. Now at 90%. 99% by 2019. Why is that important?
- I’ll let Andrew Nang explain –foremost AI expert in the world. 99% is a gamechanger as it allows conversation to happen. Naturally.
- Of course voice won’t kill desktop or typed search. We only need to look back in history to prove that. Radio didn’t disappear because of TV. Print because of radio. Find their new place in ecosystem.
- So this sounds like a big opportunity. How do we prepare?
- Simplest of terms at this early stage 2 paths. Apps or search engines.
- We know this because of where the data comes from. Very interestingly Bing was HAD 3 or big four. Now 2 as Google bought Apple siri for market share. Featured snippets are worth weight in gold as general info answers taken from there. Yelp becomes more inportant for local – at least for Alexa. Local pack traffic surges so make sure in it. Skills, Actions needed for app stores
- We ask questions differently. CONVERSATION DIFFERENT TO TYPED PHRASES. Think about how we talk. Not think or write. Talk. ‘who sells the best’… ’who is the cheapest’ – means optimising for conversational search is key to unloicking opportunity.
- And location falls further down the funnel. Who gets bigger ‘WHO SELLS THE BEST/CHEAPEST’ but ‘where IS THE CLOSEST' is where the money is at.
- As a result of all this search phrases get longer. Iot’s already happening too as this Microsoft data proves. Think about that when designing your plan.
- Long tail is where we should live as marketers.
- So that’s it then. We have voice in our pockets. Not entirely true. We should really understand, Top Level. Let’s dive into the tactical stuff.
- Firstly and most importantly for this audience is the growing importance of snippets. Everyone talking about them but they now become gold. If 50% becomes voice there is only one result for voice. Think about that and let it sink in.
- Huge amounts of research but rather than old ground here’s my own real world experience.
- Our own research tells us that almost all claimed by top 5.
- 45 – 53 word snippets claim them – from within more in depth pieces but with good mark up and html structure
- Local is critical too. Over ¼ of the opportunity. Think different.
- 3,350 answer boxes – long tail analysis. Good html structure included tables and FAQs etc – thinking about user journey through that page.
- Key is also how that played through to conversion – thanks for good ux.
- Local is critical too. Over ¼ of the opportunity. Think different.
- Solves potentially a real issue with having to do stuff alone. Cant get a plumber. Unorganised!! The struggle is real.
- Wouldn’t it be great to be able to ask for the best local aerial guy and book a slot, all with voice.
- And the vertical search engines have a big part. Skyscanner big play in voice. Hang onto coat tails by optimising/spending to piggyback that rather than compete with your own app. Particularly if Google tries to own the space in SERP.
- And we need to think differently about the kinds of trigger words. Voice creates less friction so easier to convert. Less thought booking with voice. These words that might have been some way down funnel could convert now.
- But planning starts now. How do you kickstart that plan now?
- User journey – audience centric planning key
- Here’s an example. Ideations become conversation mapping exercises. Start with persona. Map all buying conversations like this for lawnmower. This is at 99% understanding. Natural language processing enables full conversation.
- Against that map all content opportunities to help/add value. There’s your plan.
- Covered lots and most of it new so claim your free
- Thanks.