the future of searchable content | voice search & ai
TRANSCRIPT
How to Optimize Your Content for the Future of Search Marketing
Katy Katz
#pubcon @katykatztx
It’s not that far off …
#pubcon @katykatztx
Your customers expect personalization.
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And consumers ask questions in a personal way.
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What’s a good place for dinner near me?
Is there a dry cleaner I can trust in Houston?
Which liquor stores are open on Sunday?
Which is the best dog walking service?
How many parks are close to me?
How long will it take me to get to work?
When will it rain again?
When is my sister’s birthday?
Which is the cheapest cell phone carrier?
What’s the fastest route home?
AI can answer questions …
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Make suggestions …
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Guess what you want …
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Tell you about current events
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Order consumer goods.
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And even make jokes.
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You need to be ready.
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But how?
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First, let’s take a step back to WHY.
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In the past, we’ve heard …
The brain processes images 60,000 times faster than text
… so make your content more visual.
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Now you need to consider …
We can speak 150-160 WPM but only type 40 WPM
… so people will be able to articulate their queries more specifically.
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Voice and image search is going to make up at least half of searches by 2020.
- Mary Meeker
Screenshot from Recode
In one survey, one fifth say they already commonly use voice activated search.
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- SEER Interactive 2017 Study
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Big Impacts
Keyword Research
Content Strategy
Technical Implementation
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Anatomy of a Voice QueryKey Features-The 5 W’s-Conversational-Longtail-Mobile-Clear intent
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Is there a dry cleaner I can trust near me?
Keyword optimization
Positive reviews Local markup
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There are two parts to this talk.
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First we’re going to set the foundation.
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Foundations for Voice Search
define your goals
identify your audience
language-market fit
map the buyer’s journey
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1.Define your goalsYou know the drill. Make sure
they are specific and
measurable. #pubcon @katykatztx
#pubcon @katykatztx
2.Identify your audienceIdentify your ideal customer as
well as your primary personas.#pubcon @katykatztx
Place your screenshot here
[Persona Name]
Demographics
∙Age / Gender
∙Salary / Background / Education
∙Location / Family
∙Job Title / Role Details
Goals & Challenges
∙Values / Pain Points
∙Key Metrics for Success
Social Media / Online Behavior
∙Platforms
∙Behaviors
∙Favorite Resources
Marketing Message
∙Keywords
∙Elevator Pitch
#pubcon @katykatztx
3.Reach language market fitCraft your language in a way
that impacts your audience.#pubcon @katykatztx
“∙Do qualitative research into the exact words and
phrasing that your buyers use to describe your product,
service, or category.
∙Talk like your customers!
4.Map the buyer’s journeyWork through each of the
questions your buyers will face.#pubcon @katykatztx
#pubcon @katykatztx
Awareness Consideration Decision Success
Trigger X X X X
Actions X X X X
Goals X X X X
Pain Points X X X X
Keywords X X X X
Message X X X X
The Buyer’s Journey
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Once you have a solid foundation, you can
get technical.
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Let’s Get Technical
longtail keyword research
snag those snippets
schema markup
brand optimization
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1.Research relevant keywordsFocus on long tail keywords that
answer questions and add utility.#pubcon @katykatztx
Remember how we speak questions?
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What’s a good place for dinner near me?
Is there a dry cleaner I can trust in Houston?
Which liquor stores are open on Sunday?
Which is the best dog walking service?
How many parks are close to me?
How long will it take me to get to work?
When will it rain again?
When is my sister’s birthday?
Which is the cheapest cell phone carrier?
What’s the fastest route home?
What are the
successful
presentation
factors?
presentationVs.
Longtail Keywords
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Keyword Research Tools
• Keyword.io
• Answer The Public
• Buzzsumo Question Analyzer
(formerly Bloomberry)
• SEMRush
• KWFinder
• Quora
• Typing into Google
(autocomplete)
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2.Snag those snippetsDesign your content to optimize
for featured snippets.#pubcon @katykatztx
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The amount of snippets doubled this year!
- Dr. Pete Meyers, Ranking #0#pubcon @katykatztx
Anatomy of a “Snippetable” PostKey Features-Short, digestible answer to a question (or convertible)-Fact-based logic-Not easily answered by a dictionary or wiki-Fits the 5 Ws and an H-Semantic relevance
This blog from Hubspot rocks!
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#pubcon @katykatztx
3.Schema markupTell the robots what’s important.
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Schema tools provide the language for you to communicate the meaning
of the data on your site to search engines (and AI).
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There is structured data markup for:
•Articles•Local businesses•Restaurants•TV episodes and ratings•Book reviews•Movies•Software applications•Events•Products
Read more on Kissmetrics
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Schema Markup Tools
• Schema.org
• JSON LD
• Google’s Structured Data
Testing Tool
• Schema App
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4.Brand optimizationManage your brand across the
interwebs.#pubcon @katykatztx
#pubcon @katykatztx
All marketing channels affect a consumer throughout their journey.
onsite seo
local seo
social media
offsite seo
reviews
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“It takes 6-8 touches for a prospect to
convert to a sale.- Salesforce
Manage your online brand presence!
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Brand Tools
SEO
•Moz Local
•Yext
•ReachLocal
•Google My
Business
•…. To name a
few!
Reviews
•Get Five
Stars
•Review
Trackers
•Yotpo
•Reputation
Loop#pubcon @katykatztx
Is there a dry cleaner I can trust near me?
Keyword optimization
Positive reviews Local markup
#pubcon @katykatztx
Your buyers have questions each step of
the way.
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Own the conversation.
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