BrightonSEO Conference: Yext Discussion on Voice Search and Schema
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How to Speak Search Engine. Ever listen to a child ask questions of Siri? Have you watched them say, “Ok, Google…” and proceed to ask what seems to be an awkward string of words? Believe it or not, children tend to speak “Search Engine” better than we do. Children have defined “structured” language choices with simple terms that haven’t been corrupted by years of nuanced definitions, metaphors, and colloquialisms. These clear, singular definitions are exactly what Google wants from you too, and we’ll talk about how to accomplish that.
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BrightonSEO Conference: Yext Discussion on Voice Search and Schema
- 1. Chris(an J. Ward, EVP, Yext @wardchris(anj How to Speak Search Engine Brighton SEO
- 2. Search Engine? • Today we are going to discuss Search Engines • Google executes more than 2 trillion searches/year • Speaking “Search Engine” is the key to success as content and digital marketers • Where is this all going? • But first… a brief recap of recent events
- 3. More than half of all searches now occur on mobile devices
- 4. Loca%on search on mobile is growing more than 50% faster than mobile search as a whole
- 5. 30% of all searches are related to loca(on
- 6. 76% of “nearby” mobile searches result in a business visit
- 7. 28% of “nearby” mobile searches result in a purchase
- 8. What is a Search Engine? 1. Searcher (Human) 2. Search Engine (Machine, mostly) 3. Source (Human, mostly) Poten&al answers Link to the Selected Answer
- 9. Do You Speak Search Engine? When we think about speaking with a machine or a computer, we think of…
- 11. But Really… Content Blogs Ad copy Featured arDcles Webpages Product write-‐ups Menu blurbs Services Lists Unstructured… YUCK!
- 12. Tombstone Movie? City? Headstone? Prospectus? Pizza? Comic Book? The Googoo Baby is very confused!!!
- 13. How Do You Get Here? Feed the Google What it Wants to be Fed!
- 14. Why is This Ge`ng More Important? 1. Searcher (Human) 2. Search Engine (Machine, mostly) 3. Source (Human, mostly) Poten&al answers Link to the Selected Answer One Great Answer
- 15. Sundar Pichai said during his keynote, “It’s not just enough to give [users] links — we really need to help them get things done in the real world.”
- 16. Pichai noted that Google has been “laying the founda(on for this for many, many years.” This has led Google to develop an end-‐to-‐end solu(on that means customers NEVER HAVE TO OPEN AN APP OR VISIT A WEBSITE.
- 17. What do you see? Ellen Langer, Mindfulness
- 18. By adding the slightest definiDon, the paUern becomes confident
- 19. How Much Proof Do You Need? -‐ Searchmetrics, 2014
- 20. Schema “Over 10 million sites use Schema.org to markup their pages and email messages.” Which basically means Wal-‐Mart uses it.
- 21. Really? 10 Million? We passed One Billion Websites in September of 2014, and its closer to 1.08B today 10,000,000 / 1,080,000,000 = .926% Nice work, everyone! < 1%
- 22. There’s a Good Reason for This LAZINESS
- 23. Schema Example: Restaurant GreatFood 4 stars -‐ based on 250 reviews 1 Madison Ave New York, NY 10010 LaDtude: 40 deg 44 min 54.36 sec N Longitude: 73 deg 59 min 8.5 sec W (408) 714-‐1489 www.greacood.com Hours: Mon-‐Thu 5pm -‐ 9:30pm Fri-‐Sat 5pm -‐ 10:00pm Categories: Middle Eastern, Mediterranean Price Range: $$ Takes ReservaDons: Yes
- 24. Schema Example: Lat / Long
- 25. Best Prac(ces Are Evolving • As recently as January, Google offered a soluDon to in-‐line markup • Create the enDre markup and add it to the header or footer of the page • Be careful to address visible page elements • Schema, it’s use, and the taxonomies are evolving constantly!
- 26. Back to Tombstone Q: “Alexa, What is a Tombstone?” A: “A headstone or gravestone placed over a grave.” Q: “Alexa, Is Tombstone a movie?” A: “No, a gravestone is not a film.” Q: “Alexa, is there a movie called Tombstone?” A: “Yes, there is a film called Tombstone.” Q: “Alexa, can you order me a Tombstone pizza?” A: “I didn’t see that in your past orders, so I added a Tombstone pizza to your shopping list.”
- 27. Mary Meeker’s 2016 Internet Trends Report Vocal & Local • 1 in 5 android searches on mobile app in USA are voice searches • Google voice search queries are up 35x since 2008 and up 7x since 2010 • 65% of smartphone owners now use voice assistants, up from 30% in 2013 -‐ KPCB Internet Trends Report, 2016
- 28. 100+ Loca(on Data Fields Name Address 1 & 2 Sublocality Display Address Address Visible City State Postal Code Country Main Phone Categories La(tude Longitude Closed Flag Special Offer Special Offer URL Business Hours Holiday Hours Descrip(on Website Website Display URL Emails Payment Methods Logo Photos YouTube Video URLs Menu Products Events Bios Addi(onal Hours Text Addi(onal URLs Alternate Phone Mobile Phone Fax Toll-‐Free Number Twiper Handle Facebook Page Year Established Associa(ons Special(es Brands Languages Keywords Apribu(on Logo/URL This Isn’t Easy, But It’s CriDcal
- 29. What’s the ROI? Ever get asked this? “Hold on, let me Google that for you…”