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:


#SMX #32A @Jenstar

30xmoreactionquerieswithvoicesearch.Wegetabout30timesmoreactionqueriesbyvoicethanbytyping.Sothereisdefinitelyashifthappening.

Source:MariyaMoeva,Google

http://www.thesempost.com/google-voice-searches-30-times-like-action-queries/


#SMX #32A @Jenstar

Yourmostimportantactionquery


#SMX #32A @Jenstar

Not Just Mobile… But Desktop Too Text Slide with Solid Blue Banner:


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Not Just Mobile… But Assistants Too Text Slide with Solid Blue Banner:


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So What Are They Searching For? Image + Bullets Sample Slide:


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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

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Butwecan’tallbebigwellknownbrands…butGoogledoesthesameforsmallbrandstoo!“AccordingtoTheSEMPost…”“WefoundthisinformationonTheSEMPost…”

Featured Snippets

#SMX #32A @Jenstar

RankBrain… Google’s Latest Algo Piece

#SMX #32A @Jenstar

•  Strongerinfluenceon15%searchqueriesGooglehasneverseenpreviously.

•  Abletobetterrankconversationalsearchquerieswithkeywordslike“without”.

•  Thirdmostimportantsignal(behindcontent&links).


#SMX #32A @Jenstar

SohowdoyouoptimizeforRankBrain?Conversationalsearch…(yes,voicequeriestendtobeconversationalsearch)Source:http://www.thesempost.com/google-how-to-optimize-for-googles-rankbrain/


#SMX #32A @Jenstar

So Now We Know Why Voice Search is Awesome

But How Does Voice Search Affect Content Strategy?



#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

Think Long Tail

#SMX #32A @Jenstar

Are You Answering the Question That Many Voice Queries Are Asking?



#SMX #32A @Jenstar

Thereisa61%growthinqueriesstartingwith…•  Who•  What•  Where•  How

Are You Answering the Question?

#SMX #32A @Jenstar

Almost10%ofvoicesearchqueriesstartwith…

Butonly3.7%oftextqueriesdo


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“How”–3.6%ofALLvoicesearchqueries“What”–3.5%ofALLvoicesearchqueries


#SMX #32A @Jenstar

ADDEDBONUS

ThesetendtobeFeaturedSnippets

forbrandreinforcement!


#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

#SMX #32A @Jenstar

Is Your Local Business Voice Search Ready?

Probably Not….

#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


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•  Restaurants…•  IfmenuisPDF,addfeaturedmenuitemstoaregularnon-PDFpage

(PDFscanbehardforsomemobiles,andusuallynotmobilefriendly)


#SMX #32A @Jenstar

Finding Your Voice Queries Image + Bullets Sample Slide:


#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:


#SMX #32A @Jenstar

JenniferSlegg

Founder/EditorofTheSEMPost

Youcanfindmeat@[email protected]

Thank You

#SMX #32A @Jenstar

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

content optimization for the voice search generation by jennifer slegg

Marketing