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Affiliate summit 2020 june
1. we put you in front
of your customer
Hey Siri, Show Me Easy-To-Implement
Strategies To Optimize My Site
For Voice Search
MilestoneOverview | May2020
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 This document is confidential
CMS
Schemas
AMP
FAQs Manager& Voice Search
Local &
Reviews
Insights
Analytics
Milestone PresenceCloud
Design & UI
Content
Marketing
SEO
PaidMedia
Local
Analytics &BI
OmnichannelServices
Wehelpyou organize and amplify your digital information to reachtheright audience.
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
PRESIDENT & FOUNDER, MILESTONE, INC
3. Confidentialwww.milestoneinternet.com | 1-408-200-2211
VOICE SEARCHISALLABOUT-SINGLE RIGHTANSWER
“ When will Disneyland open”
“Are restaurants open in orange” county?
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”
6. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONSUMER GOOGLE
ALEXA
SIRI
CORTANA
HOWVOICE SEARCHWORKS? –MUSTHAVESHOULD BETHERE
* Assumes mobile responsive website and optimized for schemas and speed
CONTENT FROM
VARIOUS DIGITAL
ASSESTS TRIGGERED
THROUGH VOICE
ACTIONS
10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
CUSTOMER BEHAVIOR
Audience is looking to travel to drive by locations and
prefer local attractions nearby
*Date Range – April 1 to 28 May 2020 vs Dec 1 2019 – 31 Jan 2020
Mobile is driving more awareness, but desktop usage has
increased in last couple of months to drive conversions
Primarily audience is exploring travel via generic and non-
brand queries with emphasis on safety & hygiene
People are spending lot more time online and there is a
surge in demand for special packages for travel.
12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
PEOPLEARELOOKING FORINFORMATION TOTRAVEL
When will
Disney land
open?
Is it safe to go to
half moon bay
beach now?
What are the
current travel
restrictions?
Majorly people are
looking to travel to drive
by locations
Significant interest in
knowing when local
attractions will be open
Lot of queries are with
respect to safety for
travel
Searches are mainly focused on
local hotels, attractions, places
and things to do.
• Open/safe hotels nearby
• Beaches
• Theme parks
• Wineries
• Restaurants
• Bars etc.
Are restaurants
open in orange
county? What?
When?
Are?
what beaches are open in California bay
when is Disneyland opening back up
are restaurants open in orange county
ca
Qs?
13. Confidentialwww.milestoneinternet.com | 1-408-200-2211
COVID-19CRISIS-RECOVERY-GROWTHSTRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
3. Ensure local listings & maps are updated
4. Start developing new content
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale Paid Media presence
3. Leverage Prospecting and Look-alike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of Paid Media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize Mobile with AMP and superior navigation
5. Amplify omnichannel efforts with Email
13
18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
NEWCONTENT: ZERO-CLICK ISAMAJORTREND;
USEFAQS&VOICE SEARCHTOINCREASE VISIBILITY
18
Recovery-stage FAQs complement evergreen FAQs
Use online and offline sources to identify
questions your customers have
19. Confidentialwww.milestoneinternet.com | 1-408-200-2211
FEATURED SNIPPET MUSTHAVE
Extracts text to answer searcher’s question
Content answers quickly & includes related info to
spark click through
Authoritative and experience driven content yields
higher CTR
Featured snippet needs a mix of factors to get to the
top of Google
Google’s sweet spot is 54 to 58 words
21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
YOUR DOMAIN MUSTHAVEFORVOICE
AUTHORITY:
Consistent qualitative
Links & Citation
1
TECHNICAL SEO:
Indexability and
Crawlability
2
RELEVANCY:
Relevant, Fresh &
Conversational
3
SPEED
and Mobile first4
CLICKABILITY:
Entities, UX, Layout,
Structure, Images
5
As a business we need to
create strong EAT -
Expertise, authority and
trust (EAT)
25. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ACCURATEDATATOVOICE SEARCH
https://moz.com/learn/local/citations-by-category
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGSCentral Data Hub
Source Search Engines Apps & listings End-points
26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
LOCALLISTINGSANDKNOWLEDGE PANELS HAVEHIGHVISIBILITY
If you do not control your local listing or knowledge panel,
Google may crowd source information from users
26
28. Confidentialwww.milestoneinternet.com | 1-408-200-2211
COVID 19-ATTRIBUTES ENHANCEMENT&DISTRIBUTION
1. NEW HOURS OF OPERATION 2. NEW SERVICES OFFERED SPECIFIC TO COVID19 3. UPDATED BUSINESS DESCRIPTION
4. FAST DISTRIBUTION OF INFORMATION ACROSS CORE CHANNELS
39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
CONVERSATIONALCONTENTANDDESIGN –LEADSTOSERPS
1."Quality conversational content
” than “keyword-rich content”
2.Add FAQs, conversational &
long tail content and entities as
part of your content strategy
3. Speed and Mobile
Notes de l'éditeur
Try orange under services
Local needs a new icon
Lose the dude
Founded 1997. 20 year old company – focus on driving leads and traffic from digital
Unique: Digital platform combined with award winning agency services (2018 Search Engine Land winner of their SMX SEO/SEM award). Full accountability of performance.
What sets us apart is our deep understanding of the digital space, and this understanding helps position our software to meet our customers requirements
Taking Slides from our examples
https://moz.com/google-algorithm-change
https://eibsglobal.com/googles-major-algorithm-updates/
Need to add few more animals – and what these updates are
Pigeon – Relevant Local results
Mobile – Mobile friendliness
RankBrain – SERP Quality - Query & Best Matching Sites
Possum – Local Results Proxi of searcher
Fred – Thin content, affiliate
Majority of the states have opened already, and few states have opened only regionally.
Only couple of states have significant restrictions at this point of time.
Only couple of states have significant restrictions at this point of time.
This slide is still complicated
KW Tools:
MOZ Keyword Explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Discounts, LTO & Additional Reward points
Reassure on travel safety
Promote pages with sanitation and social distancing content
Emphasize cancellation flexibility & booking with trust
Use
Set up
Invocations
Build Actions using Dialog Flow
Set up Intent and Training phrases
Test
Release
Analytics
Separate index
Voice search enable direct conversation between business and user
Target users by building actions
Enable categorical browsing in actions directory
Good for Brand presence
More SERP opportunities will come up..
Google wants to maximize everything on the first few lines as much as possible
As the transition in to voice search is happening, (slower than predicted by several experts), google wants the best site to answer the query
So focusing on quality conversational content, FAQs, conversational and long tail
Having a clear way to make contact with the website owners.
Associating the website with a physical location, i.e. your office or store address.
Having a term of business or T&Cs page, which is easily accessible to users (usually from the footer).
Making sure your website’s domain is secure. Correctly implementing HTTPS is very important to Google and helps to ensure any data your users’ input won’t be intercepted by a nefarious 3rd party entity.