Siri, Help my customers find me! - Oregon Restaurant & Lodging … · 2019-09-23 · Position 0:...

MeasurableMarketingThatMovesYou//©2019-AllinformationinthisdocumentiscopyrightprotectedandthepropertyofAnvilMediaInc.

Siri,Helpmycustomersfindme!September17th,2019ORLA|HospitalityConference

KentLewis(@KentjLewis)President&FounderAnvilMeda(@AnvilMedia)


AboutMe

2


Agenda:Pleasehelpmycustomersfindme!–  Background:Definingvoicesearch&position0–  Whyitmatterstorestaurantsandhotels–  Optimizingforvoicesearch&position0–  Futuretrends–  Examples–  Resources–  Q&A

3


BackgroundUnderstanding voice search & position 0

4


VoiceSearchStatistics–  55%ofteensand41%ofadultsuse

voicesearchmorethanonceaday(Google)

–  20%ofGooglesearchesand25percentofBingsearchesoriginatedfromvoicein2016

–  ComScore/Campaignpredictvoicesearchwillconstitutehalfofallsearchesby2020

–  22%searchingforlocalcontentandinformation(InternetTrendsReport)

–  21%trustvoicewithcomplexe-commercetasks


FutureofSearch:VoiceAssistants&Speakers

6


VoiceDAs:LocalFrequency

7


VoiceSearch:LocalBusinessUse

8


VoiceAssistants&Appliances


WhatisVoiceSearch?–  Askyourpersonalassistantordeviceaquestion–  Itwillprovideyouthe‘bestanswer’–  GoogleKnowledgeGraphpowersvoicesearch–  Mostcommonlyinformationalqueries–  Searcherswantaquickanswer,notajourney–  Commonqueries:who,what,when,where,why,how–  Brandshaveanopportunitytoprovidetheanswer


WhatisPosition0?–  Position0=richsnippetsthat

appearinGoogle’s‘AnswerBox’or‘InstantAnswers,’whichappearaboveorganicsearchresultswhenthequeryiscommonlyphrasedasaquestion.Ex.‘whatisarichsnippet’

–  80%ofGoogleHomeresultscomefromsnippets


Position0:FeaturedSnippets–  Google’suseofrichsnippetsisontherise…–  Whichmeansmoreopportunitiesforbrands–  AccordingtoarecentStoneTemplestudy,30%ofsearchestriggered

aposition0result–  Onaverage,featuredsnippetsare54-58wordsinlength


Position0:HotTopics–  Industries:health,financial–  Applications:mathematical,time,

transitional–  Other:status,requirementsand

DIYprocesses–  Subjectivequeriesi.e.,“best”or

“reviews”aretrending–  NotIdeal:help,facts,shopping,

imagesorvideo


Position0:TheCatch&Opportunity–  Youmustrankinthetop10toqualifyforPosition0–  Asaresult,youmustfollowthe3C’sofSEO–  Onceyourank,opportunityistodoublepresence–  ProbabilityofowningPosition0byrank:


VoiceSearch&P0:WhyitMatters–  Voicesearchesare3xmorelikelyto

belocal-based–  30timesmorelikelytobeaction-

oriented–  P0rankingsgenerateanaverage

8.6%CTR(ahrefs)–  RankingP0boostsCTR114%

(HubSpot)–  516%increaseintrafficwithP0

(casestudy)


VoiceSearch&P0:V-Commerce–  AmazonEchowillaccountfor$7

billioninvoicetransactions(MizuhoBank)

–  33%USinternetusersarelikelytomakeapurchaseviavoice-enablespeakers

–  AnnualestimatedvalueforowningP0for‘virtualdesktop’isover$2M(STAT)


RankingStrategies&TacticsOptimizing for voice search & position 0

17


HowtoRankforVoiceSearch&P0–  Startwithimportantmodifiers–  Understandwheretheyfitinthesalescycle–  Triangulatewithconversationsandsurveys–  Conductresearch,especiallysuggestedsearches


HowtoRank:LeverageTools–  Integratedtools:MOZKeywordExplorer,RankRangerKeywordFinder,

RankTracker,ubersuggest–  Freetools:GoogleAdWordsKeywordPlanner,GoogleSearchConsoleand

KeywordTool–  Topicaltools:FaqFox,StoryBase,BlogSearchEngine,

HubSpotBlogTopicGeneratorandAnswerThePublic–  Ongoingtracking:SEMrush,STATSearchAnalyticsandSearchmetricsSuite


HowtoRank:TheLongTail–  LeveragetheLongTailphrases–  Incorporate5W’s&othermodifiers


HowtoRank:IdentifyOpportunities–  IdentifyidealphrasesanddeterminewhichhaveP0–  Reverse-engineerresultsthatowntheAnswerBox–  Ifnot,focusonhigh-volume,longtailterms–  Evaluatesitecontentthathasgreatestpotential–  Leverageexistingcontent:FAQs,Q&As,blog,etc.


HowtoRank:SelectingFormat–  Paragraphsarebestfor

standardanswersandaremostcommon

–  Googlegenerates41%higherrateoforderedlistsonfeaturedsnippetURLs(STAT)

–  Tablesorchartsareidealwhencommunicatingcomplexorcomparativedata


HowtoRank:OptimizationProcess–  Gettothepointontargetpageswithcontent–  Provideadditionaldetaillowerinthepage–  Followhierarchyoutlinedbelow:


HowtoRank:PageOptimization–  Createnewcontentbasedonbestsnippetformat–  Optimizecode(URL,title,meta,H1,schema)–  FeaturedsnippetURLsthatincludedanexactmatchqueryinthetag

appeared21%moreoftenthanregularresults(STAT)

TagRecommendations TitleTag MetaDescription

Google 66–69characters 275-300characters

Yahoo 67–72characters 176–184characters

Bing 64–65characters 164–190characters

AnvilMediarecommends <65characters 275–300characters


HowtoRank:AdvancedSEO–  MatchGoogleSearchConsoleCTR

datawiththekeywordsforwhichyouhavefeaturedsnippets

–  Utilize‘proofterms’liberallythroughoutpage

–  Evaluateexistinghigh-performingpages

–  Testlesscommonmodifiersthanthe5W’s(i.e.cost)

–  Target8thgradereadinglevel–  Optimizelower-funnelsearchesfor

purchase–  Supportwithapaidsearchcampaign


VoiceSearch&PositionZero:RankingsRecap

26


ExamplesOpportunities for hospitality in voice search & position 0

27


WhatisthebesthotelinSeasideOregon?


TheFutureOpportunities in voice search & position 0

30


TheFuture:JustGettingStarted–  In2017,24.5millionvoice-firstdeviceswereshipped–  Only30-50%ofconversationalinteractionsaresuccessful(VoiceLabs)–  Onlyasmallpercentageofvoiceskillsarebrandedtoday


TheFuture:Commerce&Skills–  Expecttoseemorelocalresults,transactionalcommerceandmedia

formatslikeimagesandvideo–  Prepareforamultimediavoiceexperience(forAmazonEchoShow)–  Morethanhalfofregularsmartspeakeruserswantinformationondeals

andpromotions(Google)–  Considercreatingvoiceapps,skillsandAI-relatedproducts


TheFuture:AdvertisingOptions–  AdsarecurrentlybannedonAmazon

Alexaskills,withafewexceptions–  Therearenoplanstoadd

advertisementstoAlexa,fornow–  Amazonwantsbrandstofocuson

developingskillsthatprovideamoreengagingexperience

–  Lookformoreadvertisingonceinstall-basedreached100millionin2020(upfrom20milliontoday)

–  Companiescanalsomonetizeskillswithoutadvertisingbyofferingpaidsubscriptionskills


TheFuture:AdvertisingPerception

34


KeyTakeaways:DevelopingaVoiceSearchPlan

35

1.  StartwithfundamentalSEOandorganicrankings2.  Identifyexistingcontenttooptimizeforvoice3.  Identifynewcontentopportunities4.  Testandrefine5.  ConsiderdevelopinganAlexaSkill6.  Bereadyforvoicesearchadvertising


Resources+BonusAppendix

36

–  BestPracticesforVoiceSearchandPositionZeroOptimizationStrategies–  VoiceSearchandPosition0–AreYouReady?–  Whatwilladvertisingonsmartspeakerslooklike?–  Study:80%ofGoogleHomeresultscomefromsnippets–  TypeNoMore:HowVoiceSearchisGoingtoImpacttheSEOLandscape–  Howtooptimizeforvoicesearch–  Keynotesonoptimizingforvoicesearch:Conversation,contentandcontext–  HowVoiceSearchWillChangeTheFutureOfSEO–  Howtooptimizefeaturedsnippetsforvoicesearch–  HowtoOptimizeforVoiceSearch–  AsVoiceHasItsMoment,Amazon,GoogleandAppleAreGivingBrandsaWayIntothe

Conversation–  Ranking#0:SEOforAnswers–  Howtorankfor‘position0’in3simplesteps:Afeaturedsnippetsprimer–  HowToAchievePositionZero:AFeaturedSnippetsGuide–  10WaystoImproveYourChancesforFeaturedSnippets–  AIMarketingPredictionsfor2018


Appendix:SupportingMaterialsMore voice search & position 0 information and sources

37


VoiceDAs:GenerationalUse

38


VoiceDAs:CommonLocations

39


VoiceDAs:CommonUse


VoiceDAs:UseFrequency


VoiceDAs:CommonUses

42


VoiceDAs:Platforms


Voice-EnabledDevices:NetElixir

44

–  Bydevice–  Bycategory


VirtualAssistant:V-Commerce

45


SmartSpeakers:Ownership


SmartSpeakers:MarketShare


SmartSpeakers:VendorMarketShare


SmartSpeakers:MarketShare


SmartSpeakers:GeneralAdoption

50


SmartSpeakers:UsagebyDemo


SmartSpeakers:AmazonCommerce

53


SmartSpeakers:BuyerPenetration


SmartSpeakers:Shopping

55


SmartSpeakers:ProductCategory

56


SmartSpeakers:GroceryShopping

57


VoiceSearch:BingInvestment

58


VoiceSearch:CommonPhrases

59


Questions&NextSteps— Ifyouregistered,you’llreceiveacopyofthisdeck— VisitourInsightssectionformoreinformation— Signupforournewsletter&followusonsocialKentLewis President&Founder AnvilMedia,Inc. [email protected]

Siri, Help my customers find me! - Oregon Restaurant & Lodging … · 2019-09-23 · Position 0:...

Documents

Transcript of Siri, Help my customers find me! - Oregon Restaurant & Lodging … · 2019-09-23 · Position 0:...