rio seo webinar: local seo strategies to capitalize on voice search

Local SEO Strategies to

Capitalize on Voice Search

Thursday, July 21, 2016 1:00 EDT (10:00 PT)

Speakers:Sophia Elson, Marketing Director, MindMeldSteve Beatty, Head of Owned Media, iProspect

Tyler Ludwig, Director of Product, Rio SEO

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Today’s Presenters

Tyler LudwigDirector of Product Rio SEO

Sophia ElsonMarketing DirectorMindMeld

Steve BeattyHead of Owned MediaiProspect

Sci-fi has long dreamed of intelligent, voice-powered computing.

Thanks to recent breakthroughs in AI…

...intelligent, conversational UI is no longer fiction.

Voice use is exploding.

• 20% of Google searches come from voice

• Siri receives 2B requests/week

• Echo sales:1MM sold Q1 20164MM as of 3/2016

• By 2020, more than 200B searches/month will be done with voice

And it’s just going to continue.

MindMeld’s Survey Data

• Two online surveys of 1,800 smartphone users• The first one conducted in Q4 2015 and the second in Q1

2016• All respondents over the age of 18• Equal male and female respondents • Geographically distributed across the United States

2015 was the tipping point in voice assistant adoption.

Voice use is pervasive across all age groups.

Frequency of use is going up.

48% of users are satisfied; 13% dissatisfied.

Hands-free is the main driver of use.

The home dominates voice use.

Where are we heading?

Human language is the new user interface.

-Satya Nadella, Microsoft, March 2016

There are going to be a bunch of artificially intelligent agents in the world… I bet the average household will use a number of these.

-Jeff Bezos, Amazon, May 2016

What is Google Scared Of?

“ [blank]has actually made us very

vulnerable because the future is nowhere close to what we earned

over 12 years of hard work….We are having to start from scratch

again.AMIT SINGHAL, FORMER SVP, GOOGLE

Understanding the Person

Voice Activated

1 in 4 Queries is Voice Searched a day

- Bing50% of all Searches will be Voice Searched by

2020

- Comscore

Voice Dominated

Growing Voice Consumption

Voice Activated

1 in 4 Queries is Voice Searched a day

- Bing50% of All Searches will be Voice Search by 2020

- Comscore

Voice DominatedVoice

Activated1 in 4 queries is Voice

Searched a day

- Bing

Growing Voice Across Bing

141 Billion local searches via Mobile by 2019

- eMarketer

Local Mobile

Growing Local

Voice Activated

1 in 4 Queries is Voice Searched a day

- Bing50% of All Searches will be Voice Search by 2020

- Comscore

Voice DominatedVoice

Content The Future of Voice

Content potentially won’t have Search Engines, but

instead Content layers

Voice Content Future

Local Home

141 Billion local searches via Mobile by

2019

- e-Marketer

LOCAL MOBILE

Local Home

Yelp and Google Maps will be key to Local Home

Voice in 2016

- iProspect

Local Evolution

141 Billion local searches via Mobile by

2019

- e-Marketer

LOCAL MOBILE

Local Change

Content and location will dominant vs. simply

keywords

- iProspect

Proximity Relevance

Keyword Relevance

What Can I Do?

LOCAL MOBILE

Voice Content Consumption

What is the local opportunity, trending local content in your vertical?

Do you have resources -- IT, Content, UX -- to build a good voice experience?

Do you have a local technology stack (CMS) to scale local voice content to cities, zip codes, neighborhoods?

What Can I Do?

LOCAL MOBILE

Voice DeploymentLocal relevance for content

“Near me, near by”

Accurate listing data: “NAP”

Schema tagging to ensure semantic relevance

Local content marketing to promote voice content

Success Stories

141 Billion local searches via Mobile by

2019

- e-Marketer

LOCAL MOBILE

STRATEGYAnalyze content opportunities with the client’s content and UX teams. Educate and execute on best practices. Create valuable search answer box results for users in their moment of need.

TERM: Does Bailey’s Expire?

SEARCH VOLUME:540 #1- Google Answer Box

Tying Voice Search to Local

LOCAL MOBILE

Broadcast your local identity far and wide

Ensure each location has its own landing page

Integrate conversational language into web content

Local Search Ecosystem

Capturing Consumers in Their Moments of Need

LOCAL MOBILE

Be present within in-car GPS providers

Identify sources for “personal assistants”

Use reviews to your advantage

Integrate local information across platforms

How it All Comes Together

LOCAL MOBILE

Voice Search Query Embedded Google MapsResult

Mobile Optimized LocalLanding Page

Utilize Data to Optimize Your Efforts

LOCAL MOBILE

Identify trends from Google Search Console

Compare desktop & mobile queries

Take a local lens to your web analytics

Discover how your brand is represented on various networks

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Thank You! Questions?

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