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The Great Voice Marketing Race - How to Win with Content-Led SEO

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. 1 The Great Voice Race How to win with content-led SEO. @simonpenson DIGITALOLYMPUS2018
  2. 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. 3 It’s coming at us faster than we can comprehend. @simonpenson DIGITALOLYMPUS2018
  4. 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. 5 The big players are piling in… DIGITALOLYMPUS2018 @simonpenson
  6. 6. 6 As are the users… 20%of all search queries are now voice. DIGITALOLYMPUS2018 @simonpenson
  7. 7. 7 55% of teens and 40% of adults use voice DAILY… DIGITALOLYMPUS2018 @simonpenson
  8. 8. 8 And it’s certainly not just about search. DIGITALOLYMPUS2018 @simonpenson
  9. 9. 9 A whole world of opportunity… DIGITALOLYMPUS2018 @simonpenson
  10. 10. 10 Some say it’s too early… DIGITALOLYMPUS2018 @simonpenson
  11. 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
  12. 12. 12 SEARCHELITE2017 @simonpenson
  13. 13. 13 Be Prepared. Here’s how we can stake our claim for voice market share: @simonpenson DIGITALOLYMPUS2018
  14. 14. 14 There are two paths DIGITALOLYMPUS2018 @simonpenson
  15. 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. 16 We ask questions differently.. DIGITALOLYMPUS2018 @simonpenson
  17. 17. 17 And intent changes… DIGITALOLYMPUS2018 @simonpenson
  18. 18. 18 We will revert to ‘conversational’ DIGITALOLYMPUS2018 @simonpenson
  19. 19. 19 DIGITALOLYMPUS2018 The long tail is the new battleground @simonpenson
  20. 20. 2019 So how do we claim victory? DIGITALOLYMPUS2018 @simonpenson
  21. 21. 21 Featured snippets become GOLD DIGITALOLYMPUS2018 @simonpenson
  22. 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. 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. 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
  25. 25. 25 An example… DIGITALOLYMPUS2018 @simonpenson
  26. 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. 27 COMPARETHEMARKET 119% Increase In organic traffic 109% Increase In goal conversions The results! @simonpenson
  28. 28. 28 Local becomes a hot topic too. Reimagine the opportunity. DIGITALOLYMPUS2018 @simonpenson
  29. 29. 29 No more of this… DIGITALOLYMPUS2018 @simonpenson
  30. 30. 30 Precision booking comes to all… DIGITALOLYMPUS2018 @simonpenson
  31. 31. 31 Vertical search alliances may pay… DIGITALOLYMPUS2018 @simonpenson
  32. 32. 32 Buy Nearest Get Cheapest Find Best Deal Top Rated Closest Words like these become more valuable with less ‘friction’ DIGITALOLYMPUS2018 @simonpenson
  33. 33. 33 Pulling it together. @simonpenson DIGITALOLYMPUS2018
  34. 34. 34 Understanding user journeys is the secret weapon… DIGITALOLYMPUS2018 @simonpenson
  35. 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. 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. 37 Claim your free cheat sheet… zazzlemedia.co.uk/resources/voice-strategy-guide DIGITALOLYMPUS2018
  38. 38. 38 Thanks for listening. Keep in touch… @simonpenson DIGITALOLYMPUS2018