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Leeds digital festival 2018 how will voice search impact your buisiness and how to win

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Voice Search and SEO and how it will impact your business. Leeds Digital Festival

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Leeds digital festival 2018 how will voice search impact your buisiness and how to win

  1. 1. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross How voice search will impact businesses within the next 3 years Jonny Ross @jonnyross @fleek_marketing April 2018 #LeedsDigi18 @LeedsDigiFest
  2. 2. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Introductions
  3. 3. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Survey Results
  4. 4. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Devices Owned?
  5. 5. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross How would you rate you experience of voice search? • Highest was 8 out of 10, lowers being 1 • Average was 4 out of 10!
  6. 6. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  7. 7. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Personal Assistants & Artificial Intelligence
  8. 8. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross The Big Picture • Huge rise in SERP Features • Rise in instant answers • Intent is playing a much bigger part • Speed and usability more important than ever • Unreliability of google data • Voice search • Machine learning
  9. 9. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross “There are over one billion voice searches per month” – Alpine.Ai (Jan 2018)
  10. 10. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  11. 11. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 25% of searches on Windows 10 taskbar are voice - IBM Jan 2018 72% of people who own a voice-activated speaker say that their devices are often used as part of their daily routine - Google survey The echo Dot was the best selling product on all of Amazon in the 2017 holiday season - Techcrunch
  12. 12. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Voice recognition can work 3x faster than people can type
  13. 13. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  14. 14. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross How do people use it?
  15. 15. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross “Voice searches will account for 50% of all searches by 2020” – ComScore
  16. 16. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  17. 17. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross This is only going to become bigger and more connected Digital assistants, bots, machine learning and artificial intelligence
  18. 18. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Position ZERO
  19. 19. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  20. 20. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  21. 21. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  22. 22. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  23. 23. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Paragraph (63%)
  24. 24. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Lists (19%)
  25. 25. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Tables (16%)
  26. 26. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Position ZERO • Can give/include –Branding –An Image –Clicks
  27. 27. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross One big difference How we speak and how we write is totally different This is about conversational content
  28. 28. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Examples • red lobster • best restaurants Manchester • best digital camera • Show me images of a red lobster • Hey google, where is the best place to eat in Manchester? • Alexa, where can I find a waterproof video camera that works with Facebook Live?
  29. 29. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Google AI has been reading 3000 romance novels to improve its conversational search ability
  30. 30. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross How to win at this?
  31. 31. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 1. Still about the basics • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular
  32. 32. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross On Site • Keywords • Content • Technical Aspect • Usability
  33. 33. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Off site • Relevancy • Links • Reviews • Reputation
  34. 34. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 2. Not mobile first but MOBILE full stop!
  35. 35. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 3. Longer tail keywords • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
  36. 36. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 4. Use words like • Who • What • Where • How • Best way to • How to • What is the best
  37. 37. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 5. Set up FAQ pages
  38. 38. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 6. Use Schema Structured Data, Rich Snippets, Mark up, Featured snippets, Microformats, Microdata, RDF’s
  39. 39. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Examples of Schema For Paragraphs <h2>QUESTION</h2> <p>ANSWER</p> </div> For Lists <h2>QUESTION</h2> <ol> <li></li> <li></li> <li></li> </ol> </div>
  40. 40. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Examples of Schema • Reviews • Organisation • Local Business • E-commerce • Events • Recipes • Jobs • News sites
  41. 41. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 7. Incorporate intent
  42. 42. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross 8. Optimise for local • 22% of voice search is for local intent, capture “near me” search – Highly optimised and verified google business page – Reviews – Local business schema – Use local extensions in AdWords – Photographs on google business page – Local Links
  43. 43. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
  44. 44. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Position ZERO • There currently can only be one winner • Anyone not doing anything will loose out • Limited time only – google will monitise this
  45. 45. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Find me online @jonnyross @fleek_marketing #LeedsDigi18 LinkedIn /in/jonnyross

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