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