The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.

1. Voice Search and
Instant Answer
Strategies that
Scale
Courtney Cox Wakefield
@CourtEWakefield

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4,000 pages

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4 years

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1 year

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scale

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research
content
local

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research
content
local

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desire

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good audience research
interviewing sales teams
market research surveys
ethnographic research
review analytics

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scalable audience research

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scalable audience research

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reward

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good competitive research
keyword-by-keyword analysis
competitor site audits

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scalable competitive research

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scalable competitive research

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research
content
local

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similar

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Answering
the questions
folks were
asking in
order of
importance

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Formatted as
a question for
People Also
Ask and Voice
Answers

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Mimicking
answer box
format trends
for each
question
(Paragraph vs.
Bulleted List)

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research
content
local

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side note

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good local optimization
implementing tools like
Yext or MozLocal to manage
local listings

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Digital Strategist
Manual Inputs
Local Management
Platform

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Digital Strategist
Manual Inputs
Internal Local
Database
Local Management
Platform

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Provider
Credentialing System
Electronic Medical
Records System
Digital Strategist
Manual Inputs
Internal Local
Database
Local Management
Platform

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scalable local optimization
Provider
Credentialing System
Electronic Medical
Records System
Digital Strategist
Manual Inputs
Internal Local
Database
Bulk Updates
Local Management
Platform
Childrens.com
Children’s Wayfinding App
MyChart

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scalable local optimization
Provider
Credentialing System
Electronic Medical
Records System
Digital Strategist
Manual Inputs
Internal Local
Database
Local Management
Platform
Childrens.com
Children’s Wayfinding App
MyChart
API

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research
content
local

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231 answer
Boxes
84 on conditions pages

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200 most important conditions

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all provider profiles

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all location pages

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Thank you.
Courtney Cox Wakefield
Twitter: @CourtEWakefield
Email: courtney@cwake.digital