let's talk voice search
TRANSCRIPT
MANYMINDS MEETS: GIVE IT A GOLET’S TALK VOICE SEARCH
@LukeTheMono#mmgiveitago
Who here has used voice search before?
How about in the past month?
The estimated number of people who used voice search in the past month
of all internet users
10%
50%of all searches
are expected to be voice searches
by 2020.
It’s changing how people search
Evokes a more natural, conversational search behaviour
isle of wight ferry
when’s the next ferry to
the isle of wight?
Queries are more question based
2012 vs. 2013
It’s changing what people search
So, what should we do as marketers?
JOIN THECONVERSATION
Understand the ‘what’, ‘why’ and ‘how’
are our users searching?
What
SEOs are still guilty of focusing heavily on vanity search terms
Clicks
Relevancy
Frequency
Utility
This isn’t effective targeting
Voice search demands a long-tail strategy
Do some digging
Identify current vs. potential voice search visibility
Current Visibility – Google Search Console
Current Visibility – Google Search Console
Link GA to GSC
Current Visibility – Google Analytics
No text vs. voice input segment
Text and voice queries are easy to differentiate
Current Visibility – SISTRIX
Current Visibility – SISTRIX
Featured snippets are driving Google’s voice
search efforts
Potential Visibility – Answer The Public
Potential Visibility – Storybase
storybase.com/mmgiveitagoExtended Free Trial
Now, we make sense of the data
One keyword != one page
Create themes
Categorise your keywords into themes
Long-tail keywords
Theme 2
Theme 3
Theme 4
Theme 1
Categorise your keywords into themes
Isle of Wight
Accom’
Food & Drink
Attractions
Travel
Update your keyword research every 6 months
Search behaviour changes - so should your targeting
are our users searching?
Why
Understand the intentbehind a search
MICRO-MOMENTS
AN INTENT-RICH MOMENT WHEN A PERSON TURNS TO A
DEVICE TO ACT ON A NEEDGoogle
QUERIES IDENTIFIED
THE INTENT
can we target them?
How
Output
Queries
Micro-moment
Themes
Voice search doesn’t return one type of result
Understand the search landscape you’re entering
Output
Themes
Micro-moments
Search Landscape
Queries
to be heard…
How
Q&A Content
FAQ Content
Long-form Blog Content
Create content that answers questions
Address queries directly and then expand
Write around themes
Use synonyms and variations
And most of all…
Think ‘human’, not ‘robot’
More?
Be Mobile
The percentage of mobile queries that were voice searches by May 2016.
A clear relationship between mobile and voice
search
Offer optimal mobile usability
Be quick! Mobile users expect instant access
Be Local
3xmore likely
Of a search having local intent if done by
mobile-voice search vs. text-based.
Make sure you have a presence here
Consistent NAP structure across all online profiles
Acquire and maintain positive reviews on your local listings
Use Structured Data
Provide crawlers with context for your content
Make it easy for crawlers to identify the ‘good stuff’
Fin.
Develop a long-tail keyword targeting strategy.
1.
Create relevant, informed content for people.
2.
Be mobile. Be local. Make the most of structured data.
3.
Luke Monaghan
WITH VOICE SEARCH, IT’S MAINLY ONE RESULT THAT
MATTERS. MAKE IT YOUR RESULT.”
Thanksfor listening.
@Koozai
Facebook.com/koozai
0330 353 0300
www.koozai.com