Content Optimization For The Voice Search Generation By Jennifer Slegg
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Transcript of Content Optimization For The Voice Search Generation By Jennifer Slegg
#SMX #32A @Jenstar
Is Your Content Ready?
Content for the Voice Search Generation
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
#SMX #32A @Jenstar
About Me
JenniferSlegg
Founder/EditorofTheSEMPost
Youcanfindmeat@[email protected]
#SMX #32A @Jenstar
Why Should Marketers Care About Voice Search?
How Can You Create Voice
Search Friendly Content?
Finding the Voice Search Queries You Rank For
Image + Bullets Sample Slide:
Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
20%ofmobilequeriesarevoice……andthatnumberisrising.
Lastyear,thenumberofvoicesearcheshavedoubled–havemorethandoubled–thantheyearbefore.
Source:GaryIllyes,Googlehttp://www.thesempost.com/number-of-voice-searches-in-google-doubled-in-last-year/
Why Should Marketers Care About Voice Search? Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
OverhalfofUSteens&41%ofUSadultsusevoicesearch……onaDAILYbasis.
Why Should Marketers Care About Voice Search? Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
30xmoreactionquerieswithvoicesearch.Wegetabout30timesmoreactionqueriesbyvoicethanbytyping.Sothereisdefinitelyashifthappening.
Source:MariyaMoeva,Google
http://www.thesempost.com/google-voice-searches-30-times-like-action-queries/
Why Should Marketers Care About Voice Search?
#SMX #32A @Jenstar
Not Just Mobile… But Desktop Too Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
Not Just Mobile… But Assistants Too Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
So What Are They Searching For? Image + Bullets Sample Slide:
Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
Local Business or Website?
22%LocalInfo
21%
30%
27%
VoiceQueries
LocalInformation
Fun&Entertainment
GeneralInformation
PersonalAssistant
#SMX #32A @Jenstar
Fun & Entertainment
22%
21%Entertainment
30%
27%
VoiceQueries
LocalInformation
Fun&Entertainment
GeneralInformation
PersonalAssistant
#SMX #32A @Jenstar
Voicesearchquerieshavemorefeaturedsnippets(aka“answerbox”)thantextqueries• 43.3%forvoicequeries• 40.6%fortextqueries
Moreimportantly,Googleoftenreadstheseanswerstothesearcher,startingwithAccordingto[YourSiteName]…
Featured Snippets
#SMX #32A @Jenstar
Googlereinforcesyourbrandinvoicesearchwhenyougetthefeaturedsnippet.“AccordingtoTheFoodNetwork…”
Featured Snippets
#SMX #32A @Jenstar
Butwecan’tallbebigwellknownbrands…butGoogledoesthesameforsmallbrandstoo!“AccordingtoTheSEMPost…”“WefoundthisinformationonTheSEMPost…”
Featured Snippets
#SMX #32A @Jenstar
• Strongerinfluenceon15%searchqueriesGooglehasneverseenpreviously.
• Abletobetterrankconversationalsearchquerieswithkeywordslike“without”.
• Thirdmostimportantsignal(behindcontent&links).
RankBrain… Google’s Latest Algo Piece
#SMX #32A @Jenstar
SohowdoyouoptimizeforRankBrain?Conversationalsearch…(yes,voicequeriestendtobeconversationalsearch)Source:http://www.thesempost.com/google-how-to-optimize-for-googles-rankbrain/
RankBrain… Google’s Latest Algo Piece
#SMX #32A @Jenstar
So Now We Know Why Voice Search is Awesome
But How Does Voice Search Affect Content Strategy?
Image + Bullets Sample Slide:
Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
QueriesareLONGERforvoicesearch.SearcherscanSPEAKmanytimesfasterthanTYPING• ConversationalsearchAveragequerylengthforvoice:4.2Averagequerylengthfortext:3.2
Think Long Tail
#SMX #32A @Jenstar
Thisistimetoshinefor…• Lesscompetitivequeries• Lowersearchvolume• Higherintent!
Althoughlongtailkeywordsaresearchedforless,theyalsotendtobemorelikelytoconvert…
Think Long Tail
#SMX #32A @Jenstar
Findingyourlongtailstocreatevoicefriendlycontent“Loans”–stillplentyoflongtail
Think Long Tail
#SMX #32A @Jenstar
Are You Answering the Question That Many Voice Queries Are Asking?
Image + Bullets Sample Slide:
Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
Thereisa61%growthinqueriesstartingwith…• Who• What• Where• How
Are You Answering the Question?
#SMX #32A @Jenstar
Almost10%ofvoicesearchqueriesstartwith…
Butonly3.7%oftextqueriesdo
Are You Answering the Question?
#SMX #32A @Jenstar
“How”–3.6%ofALLvoicesearchqueries“What”–3.5%ofALLvoicesearchqueries
Are You Answering the Question?
#SMX #32A @Jenstar
ADDEDBONUS
ThesetendtobeFeaturedSnippets
forbrandreinforcement!
Are You Answering the Question?
#SMX #32A @Jenstar
howtomakechaitealattehowtomakelatteart
howtomakelatte
howtomakealatteathome
howtomakeachailatte
howtomakegreentealattehowtomakepumpkinspicelatte
howtodolatteart
howtomakeapumpkinspicelatte
howtomakematchalatte
Giving “Latte” the Voice Search Keyword Treatment
whatisinalattewhatisachaitealatte
whatisthedifferencebetweenalatteandacappuccino
whatisacafelatte
whatisinachaitealattewhatisalattemacchiato
whatisamochalatte
whatisinapumpkinspicelatte
whatisaskinnylatte
#SMX #32A @Jenstar
• MobileFriendly• …andstarttothinkaboutAMP• TextInformation(NoFlash/Splash)• Thisincludesaddress,hours,phonenumber• Brandsyousell(notjustlogos!)
Voice Ready Local Content
#SMX #32A @Jenstar
• Informationpeoplesearchforaboutyourbusiness• Areyouknownforbeing“near[Location/Landmark]”
Addit!• AddaFAQ
Voice Ready Local Content
#SMX #32A @Jenstar
• Restaurants…• IfmenuisPDF,addfeaturedmenuitemstoaregularnon-PDFpage
(PDFscanbehardforsomemobiles,andusuallynotmobilefriendly)
Voice Ready Local Content
#SMX #32A @Jenstar
Finding Your Voice Queries Image + Bullets Sample Slide:
Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
• Who• What• Where• How• Impliedqueries
Finding Likely Voice Queries in Search Analytics
#SMX #32A @Jenstar
UseSearchAnalyticstofindlikelyfeaturedsnippetsORpaidthirdpartytoolstrackfeaturedsnippets(andyoucancheckyourcompetitor’sfeaturedsnippetstoo)…
Bonus: Finding Featured Snippets
#SMX #32A @Jenstar
By2020…• 200billionvoicesearchqueriespermonth• 50%ofsearchqueries.
Source:comScore
Willyourcontentbeready?
And Two Final Stats… Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32A @Jenstar
JenniferSlegg
Founder/EditorofTheSEMPost
Youcanfindmeat@[email protected]
Thank You