Optimising Content For Voice Search & Virtual Assistants
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Transcript of Optimising Content For Voice Search & Virtual Assistants
#SMX #21A3 @PeteCampbell
Pete Campbell, Managing Director, Kaizen
Optimising Content forVoice Search & Virtual Assistants
#SMX #21A3 @PeteCampbell
Pete Campbell, Managing Director, Kaizen
Optimising Content forVoice Search & Virtual Assistants
#SMX #21A3 @PeteCampbell
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director of Kaizen
• Content-led visibility powered by in-house tech
• Specialist team of Coders/Designers/Marketeers
• 2 award wins, 5 nominations in 2016/17
• Pete built his first website at 11, first grey hair at 28
• Running his 1st marathon this weekend (#brag)
• Proud owner of an Amazon Echo Dot
#SMX #21A3 @PeteCampbell
kaizensearch.co.uk/voice-search/
DOWNLOAD THE SLIDES
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30 YEARS AGO APPLE PROPHESIED
A VISION OF AI ASSISTANTShttps://youtu.be/9bjve67p33E?t=1m20s
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EXPECTATION
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EXPECTATION REALITY
#SMX #21A3 @PeteCampbellCredit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html
#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
#SMX #21A3 @PeteCampbell
NARROW AI
#SMX #21A3 @PeteCampbell
PERSONAL ASSISTANTS
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GOOGLE IS NOT OK
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GOOGLE IS NOT OK
GOODBYE SIRI
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GOOGLE IS NOT OK
GOODBYE SIRI
ALEXA, HELLO
#SMX #21A3 @PeteCampbell
AMAZON’S BEST SELLING PRODUCT IN 2016
5M+ ECHO DEVICES SOLD SINCE LAUNCH
61%
92% 95%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Siri OK Google Alexa
User
Sati
sfa
cti
on
by D
evic
e
Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
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User Provides Query
Voice API Converts to
Text
AI Performs Query
Search Results
THE PROBLEM WITH VOICE SEARCH TODAY
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X X User TypesQuery
Search Results
User Provides Query
Voice API Converts to
Text
AI Performs Query
Search Results
IS THAT IT’S NOT MUCH DIFFERENT FROM TYPING
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User Provides Query
Voice API Converts to
Text
AI Performs Query
Search Results
User ProvidesCommand
AI Structures Request to 3rd
Party API
Action & Response
X
VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE
X X User TypesQuery
Search Results
“Order a Pizza” Brands API #diet
#SMX #21A3 @PeteCampbell
HOW OWNERS ARE USING ECHO
Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
#SMX #21A3 @PeteCampbellOK GOOGLE, WHAT’S NEXT?
#SMX #21A3 @PeteCampbell
“The destiny of [Google]
is to become the Star
Trek computer, and
that’s what we are
building”
Amit Singhal – Google SVP Search, 2013
#SMX #21A3 @PeteCampbell
“You could ask it a
question and it would tell
you exactly the right
answer, it would tell you
things you need to know
before you could ask it.”
Amit Singhal – Google SVP Search, 2013
#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
#SMX #21A3 @PeteCampbell
DEEP AI / MACHINE LEARNING
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GOOGLE DEEPMIND
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GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
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GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
4 HOURS OF TRAINING
TO LEARN THE ‘TRICK’
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IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE
WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1
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NOW DEEPMIND CAN NAVIGATE A
DOOM-LIKE 3D MAZE JUST BY LOOKING
https://www.youtube.com/watch?v=nMR5mjCFZCw
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IBM WATSON
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THE NORTH FACE USE IBM’S WATSON TO OFFER
CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
#SMX #21A3 @PeteCampbell
THE NORTH FACE USE IBM’S WATSON TO OFFER
CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH
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BEARNAKED USES WATSON TO ‘TASTE-TEST’ YOUR
CUSTOM-MADE GRANOLA RECIPES BEFORE YOU ORDER
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OPTIMISING FOR NARROW AI
#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
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ANSWERS ACTIONS
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ANSWERS
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USE KEYWORDTOOL.IO TO IDENTIFY
LONG-TAIL QUESTIONS WITH VOICE INTENT
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CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT
SUCCINCTLY ANSWER EACH QUESTION
#SMX #21A3 @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets
STRUCTURE THE ANSWER TO
MATCH HOW SNIPPETS
APPEAR IN YOUR NICHE
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PROFIT?
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ACTIONS
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APIS ARE KEY TO FUTURE ORGANIC VISIBILITY
WEB
SEARC
H
APP
VOICE
AI
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APP INDEXING & DEEP LINKING
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OPENS PAGE IN
THE APP
‘Install App’Button Fallback
APP INDEXING & DEEP LINKING IN IOS & ANDROID
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Access Apps from Anywhere
Run Android Apps without
Installation
INSTANT APPS WILL DOMINATE (ONE DAY)
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ONE URL – SAME CONTENT
MOBILE APP DESKTOP
ONE URL TO RULE THEM ALL
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1. Add Support for HTTP URLs
2. Use App Indexing API or SDK (iOS)
3. Test in Android Studio or Safari
4. Register in Google Search Console
5. Monitor via Search Analytics Report
HOW TO IMPLEMENT APP INDEXING
https://developers.google.com/app-indexing/android/app
http://apple.co/1UMgEkf
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SMARTPHONE AI VOICE ACTIONS
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“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
Google-Approved API
Commands Only
Credit: https://developers.google.com/voice-actions/system/
#SMX #21A3 @PeteCampbell
Use NSUserActivity to build index of App
Content & Search Activities
Eligible Activities Only
Appear on Siri
Credit: http://apple.co/1YilYuO
#SMX #21A3 @PeteCampbellCredit: http://apple.co/1YilYuO
• VoIP calling / messaging
• Payments
• Photo
• Workouts
• Ride Booking
• CarPlay
• Restaurant Reservationshttps://developer.apple.com/sirikit/
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SMARTDEVICE AI VOICE ACTIONS
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HOW ALEXA’S ‘CUSTOM SKILLS’ WORK
Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide
Built with AWS Lambda or Web Service
#SMX #21A3 @PeteCampbell
HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK
Credit: https://developers.google.com/actions/develop/conversation
Built with Node.JS & Conversation API
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MANAGE YOUR ENERGY ACCOUNT
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OR DEMYSTIFY INSURANCE JARGON
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OR JUST.. ORDER A PIZZA
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TL;DR VERSION
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VOICE ACTIONS
VOICE SEARCH
FOCUS ON
NOT
#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you
#SMX #21A3 @PeteCampbell
STILL THE STUFF OF HOLLYWOOD..
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DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/VOICE-
SEARCH/
THANK YOU! SEE YOU AT THE NEXT #SMX