Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Semrush2019decfinal

441 visualizaciones

Publicado el

SEO Keynote 2019 - Optimizing for Voice and Bert Update

Publicado en: Internet
  • Inicia sesión para ver los comentarios

Semrush2019decfinal

  1. 1. we put you in front of your customer ISYOURBUSINESSREADYFORVOICESEARCH? www.milestoneinternet.com | @milestonemktg @benuaggarwal
  2. 2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONEPRESENCECLOUDPLATFORM CMS Local Reviews AnalyticsInsightsSocial Schemas VoiceSearch D R IVE R EVEN U E A N D TR A FFIC FR OM D IGITA L PRESIDENT & FOUNDER, MILESTONE, INC Silicon Valley Chicago Washington DC Bangalore Ahmedabad| | | |
  3. 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TRUSTED BYTOPBRANDS-WITH OVER 500AWARDS
  4. 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG REALME – JOURNEYOFSELF -GROWTH MINDSET
  5. 5. CUSTOMER JOURNEYAND SEARCH ENGINE EVOLUTION
  6. 6. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMER BEHAVIORSARECHANGING QUESTIONS INSTEAD OF SEARCHES SHORTER ATTENTION SPANSSMALLER DEVICE SCREENSSCREEN-LESS DEVICES
  7. 7. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ALLABOUTMOBILEANDVOICE SEARCH 50% of search is expected to be voice-based by 2020 (ComScore, 2017) 30% of web browsing will be screen-less by 2020 (Gartner 2019) https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ 65% of all Google searches are mobile (Google 2019) https://www.dbswebsite.com/blog/trends-in- voice-search/
  8. 8. Confidentialwww.milestoneinternet.com | 1-408-200-2211 WHENDOPEOPLE USEVOICE 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%
  9. 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG WHATAREPEOPLE LOOKING ?84%OFSEARCHESAREDISCOVERY SEARCHES
  10. 10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG WHATISHAPPENING TOSEARCHRESULTS &CLICKS? MOBILE BROWSER SEARCHCLICKS: SEPTEMBER 2019 56.10% 39.69% 4.22% Zero-Click Searches Searches w/ Organic Clicks Searches w/ Paid Clicks
  11. 11. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG YOUR DIGITALSTRATEGYIS TOSATURATEGOOGLE HOMEPAGE This is Your Homepage.
  12. 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ANDSATURATERICHANSWERS, IMAGESANDSERP
  13. 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICE SEARCHISALLABOUT-SINGLE RIGHTANSWER “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”
  14. 14. SEARCH ENGINE EVOLUTION ANSWERING QUESTIONS & UNDERSTANDING HUMAN INTENT IS KEY TO WINNING
  15. 15. SEARCHHASEVOLVED TEXT DRIVEN 2008 2020 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Relevant & precise results Understand Long Tail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX
  16. 16. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG BERT–WHAT, WHY&IMPACT –VOICE SEARCHREADYSearch Engines becoming smarter by understanding how humans interpret language. According to google – “Bert helps better understand the nuances and context of words in searches and better match those queries with more relevant results” GETTINGVOICEREADY CONVERSATIONAL IMPACTEDSEARCHES Google estimates that this update will impact around 1 of 10 searches Designed for conversational and natural language queries Relevant results, better user experience, less clicks
  17. 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG RICHRESULTS LEADSTOBETTER USER EXPERIENCE &SINGLE RIGHT ANSWER Rich Snippet no need to click further More Relevant & Conversational
  18. 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMER GOOGLE ALEXA SIRI CORTANA HOWVOICE SEARCHWORKS? –MUSTHAVESHOULD BETHERE * Assumes mobile responsive website and optimized for schemas and speed CONTENT FROM VARIOUS DIGITAL ASSESTS TRIGGERED THROUGH VOICE ACTIONS
  19. 19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 6STEPS TOVOICE SEARCH CONVERSATIONAL CONTENT DESIGN & UI TECHNOLOGY (MOBILE FIRST, SPEED, HTTPS, SCHEMA,AMP, PWA) PROMOTION VOICEACTION OPTIMIZATION MEASURE IMPACT 6 5 4 3 2 1
  20. 20. CONTENT ANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY
  21. 21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MICRO-MOMENTS DRIVEN BYVOICE SEARCH Research Explore Learn Buy I want to know I want to go I want to do I want to buy “What banks offer mortgage loans?” “Where is the nearest bank?” “How do I apply for a mortgage?” “Where can I meet a financial advisor?” Which cars get the best mileage? Where can I test drive cars near me? How do I get a car loan? Where can I buy a car X?
  22. 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CREATECONVERSATIONALCONTENTFOR EACHMICROMOMENT 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
  23. 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ZEROCLICK,VOICESEARCHRESULTSISABOUTPROBLEMSOLVING Find ways to make sure your brand offers what searcher seek out @MILESTONEMKTG Does the hotel Nikko have a pool?
  24. 24. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG VOICERESULTSAREMOREACTIONABLE,RELEVANT&CONVERSATIONAL
  25. 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOWTOCREATECONTENTFOR INFORMATIONALQUERIES ? 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? SEM Rush 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
  26. 26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FEATURED SNIPPET MUSTHAVE Extracts text to answer searcher’s question Content answers quickly & includes related info to spark click through Authoritative and experience driven content yields higher CTR Featured snippet needs a mix of factors to get to the top of Google Google’s sweet spot is 54 to 58 words
  27. 27. DIGITALASSETS & SCHEMAS (digital assets, voice search compatibility)
  28. 28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 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 SITEARCHITECTURE&CONTENT -MOBILEANDVOICE SEARCH
  29. 29. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ALIGN DIGITALASSETS WITH CONTENTSTRATEGY FAQs wrapped in schemas
  30. 30. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE SEARCH TRAVEL’S INSIGHTS STAFF TIPS MOBILE EXPERIENCE DIGITALASSESTSALIGN WITH VOICE SEARCH -OPTIMIZE FOR MOBILEANDVOICE HOME THINGS TO DO
  31. 31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 RICHSNIPPET,VOICESEARCHRESULTSLEADSTOHIGHIMPRESSION&CLICKS
  32. 32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONVERSATIONALCONTENTANDDESIGN –LEADSTOSERPS 1."Quality conversational content ” than “keyword-rich content” 2.Add FAQs, conversational & long tail content and entities as part of your content strategy 3. Speed and Mobile
  33. 33. PROMOTION
  34. 34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICESEARCHFORLOCALINTENT–NEARME,MOBILE,LONGTAIL (Apple,Alexa, Bing) (Google Home,Assistant) What is the address …..?
  35. 35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ACCURATEDATATOVOICE SEARCH https://moz.com/learn/local/citations-by-category Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Social ChannelsMaps APPS & LISTINGSCentral Data Hub Source Search Engines Apps & listings End-points
  36. 36. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BUILDINGAUTHORITYANDRELEVANCYOFYOURDOMAINFORVOICE
  37. 37. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSISTENT INFORMATIONACROSSALLCHANNELS PAID SOCIAL REVIEWS WEBSITE LOCAL LISTINGS LOCAL SEARCH GROUP TOOLS YOUR BUSINESS INFORMATION MENUS
  38. 38. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONSISTENT INFORMATIONACROSSALLCHANNELS PUBLISH TO GMB YELP WEBSITE Google My Business Yelp Offers Website Offers RICH AND ACCURATE INFORMATION
  39. 39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 UNAPANDSCANREPORTS Milestone Local
  40. 40. TECHNICALMUST HAVES – DOMAIN
  41. 41. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MISSING BERTORMOBILE LOVE -EXPEDIA.COM, NEWYORK TIMES
  42. 42. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG YOUR DOMAIN MUSTHAVEFORVOICE AUTHORITY: Consistent qualitative Links & Citation 1 TECHNICAL SEO: Indexability and Crawlability 2 RELEVANCY: Relevant, Fresh & Conversational 3 SPEED and Mobile first4 CLICKABILITY: Entities, UX, Layout, Structure 5 KEY TAKE AWAY - Your Domain should demonstrate solid expertise, authority and trust (EAT)
  43. 43. CREATEACTIONSAND SKILLS (digital assets, voice search compatibility)
  44. 44. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOW-CREATINGACTIONS &SKILLS WORKFLOW Create your project Set up invocations Build actions Set up intent & training phases Test with simulator Link to Domain Release Promote Measure & Analyze
  45. 45. Confidentialwww.milestoneinternet.com | 1-408-200-2211 DISCOVERY –PROMOTE THROUGHACTIONS DIRECTORY
  46. 46. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FAQSTOBUILDBOTSANDADDTOYOURWEBSITE FOR VOICE COLLECT FAQs CREATE INTENT & ACTIONS VALIDATE RELEASE INTEGRATE (CMS, Platforms) MODERATE TRACK
  47. 47. MEASURE PERFORMANCE
  48. 48. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ANALYTICS QUERIES ON MOBILE FAQs, CLICKS, POST SEARCH ACTUAL CHATBOT CONVERSATION S ANALYTICS FROM ACTIONS
  49. 49. Confidentialwww.milestoneinternet.com | 1-408-200-2211 KEYTAKEAWAYS-VOICE SEARCHMUSTHAVE CONVERSATIONAL CONTENT DESIGN & UI TECHNICAL /DOMAIN MUST HAVE (SPEED, HTTPS,AMP, PWA) PROMOTION VOICEACTION OPTIMIZATION MEASURE PERFORMANCE 6 5 4 3 2 1 #SMXInsights QUESTIONS?@Benuaggarwal
  50. 50. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG DOYOU LOVE SEARCH?CAREERS.MILESTONEINTERNET.COM
  51. 51. BACK UP
  52. 52. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MULTIPLE WAYS TOCONNECT&CHATWITH CONSUMERS Facebook chat with us Website chat Knowledge Graph Chat Hundreds of ways to chat with visitors

×