Optimizing content for voice search and virtual assistants

1. weputyouinfrontof
yourcustomer
OPTIMIZINGCONTENTFORVOICE
SEARCHANDVIRTUALASSISTANTS
Benu Aggarwal, Milestone Inc. President & Founder

2. Confidentialwww.milestoneinternet.com | 1-408-200-2211
BENUAGGARWAL
PRESIDENT & FOUNDER, MILESTONE, INC
Digital Marketing Software and Services
CMS LOCAL SOCIAL
REVIEWS INSIGHTS ANALYTICS
DIGITALAGENCY
SEO, SEM, CREATIVE SERVICES
#MILESTONEMKTG

3. Confidentialwww.milestoneinternet.com | 1-408-200-2211
7STEPS TOVOICE SEARCH
CONVERSATIONALCONTENT
DESIGN&UI
TECHNOLOGY
(SPEED,HTTPS,AMP,PWA)
DOMAINAUTHORITY,
LOCAL3-PACKRANKING
ACTIONS&SKILLS
AUTOMATE FAQS USINGAI
TRACKING 7
6
5
4
3
2
1
#MILESTONEMKTG

4. WHEN, WHY,
HOW

5. Confidentialwww.milestoneinternet.com | 1-408-200-2211
WHENDOPEOPLE USEVOICE SEARCH?
Driving
Doing another activity
Watching TV
Working
Cooking
Exercising or walking
Showering or using the bathroom
With family or friends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%
#MILESTONEMKTG

6. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWDOES ITWORK?VOICE SEARCH
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearestATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“singleright answer”
#MILESTONEMKTG

7. Confidentialwww.milestoneinternet.com | 1-408-200-2211
SEARCHHASCHANGED
TEXT
DRIVEN
2008 2018
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Prioritize great
content
#MILESTONEMKTG

8. ANSWERING QUESTIONS IS
KEY FOR DRIVING VISIBILITY
CONTENT

9. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONVERSATIONALCONTENTACROSSEACHSTAGE
Dream Plan Book Experience
#MILESTONEMKTG

10. Confidentialwww.milestoneinternet.com | 1-408-200-2211
SEARCHCONSOLE –DIFFERENCE BETWEEN MOBILEAND
DESKTOPQUERIES FOR“HOTELNEARME”
“NEAR ME “
QUERIES
“WHERE”
QUERIES
“NEAR
BUSINESS
NAME”
“THIS
WEEKEND”
QUERIES
“Hotels near me”
POSITION
6.7
POSITION
1.5
#MILESTONEMKTG

11. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWTOCREATECONTENTFOR INFORMATIONAL?
Where is Playa del
Carmen 5th Avenue
parking?
What are the best
Playa del Carmen 5th
Avenue restaurants?
?
What are the best
Playa del Carmen 5th
Avenue clothing
stores?
Brightedge
MOZ Keyword Explorer
Ahrefs or Moz
keyword explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Questions capture voice and
natural search queries
Answers are rich,
informative, and solve a
problem
Generates answer boxes on
SERP
KEYWORD TOOLS
#MILESTONEMKTG

12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATECONTENTFOREVERYSTAGE OFTHEJOURNEY
Transactional IntentNavigational IntentInformational Intent
Goal: Provide expertise &
a positive shopping
experience
Goal: Convince user to
make a purchase
Goal: Attract wider users
that are unfamiliar with your
brand
what, why, and how? “About business” “Buy, book, convert”
Informational Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Guides
How-tos
Tools
FAQ
Store locations
Services
Press releases
Customer service info
Videos
Product information
Comparisons
Product stories
I WANT TO KNOW I WANT TO GO I WANT TO DO
#MILESTONEMKTG

13. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATECONTENTFOREVERYSTAGE OFTHEJOURNEY
Informational Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Branded keyword rank
change: +439%
Non-branded keyword
rank change: +2,284%
#MILESTONEMKTG

14. (digital assets, voice search
compatibility)
DIGITAL
ASSETS &
SCHEMAS

15. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Home
Location Rooms
Overview
King Guest
Room
2 Double Bed
Guest Room
Services
Overview
Business
Traveler
Dining
Overview
Dining at
Seaport
In-Room
Dining
Area
Restaurants
Private Dining
Meetings &
Events
Overview
Venues
Services
Planning
Things to Do
Overview
Shopping
Family Fun
Museums &
Culture
Sports
Business
Specials
Overview
E-Map Contact Events Photos Business Traveler Reviews
Create Topical Content
on Home Page
PRIMARY
NAVIGATION
SECONDARY
NAVIGATION
KEY
LINK PAGE
CONTENT PAGE
SPECIALS
FORM PAGE
MAP PAGE
ROOM PAGE
BLOG PAGE
GALLERY PAGE
EVENTS PAGE
Each answer clicks into
the related page to
build out the complete
topical intent
FAQ
FAQ FAQ FAQ FAQ FAQ FAQ FAQ
SITE ARCHITECTURE&CONTENT -
MOBILE ANDVOICE SEARCH
#MILESTONEMKTG

16. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE SEARCH
#MILESTONEMKTG
CONTENT–CONVERSATIONAL, INFORMATIONAL
HOME THINGS TO DO
TRAVELER’S
INSIGHTS
STAFF
TIPS
MOBILE EXPERIENCE

17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
ADDRELEVANTANSWERS FOR INFORMATION QUERIES
ANDADDSCHEMA'S
TRAVEL INSIGHTS (FAQ) ON HOME STAFF TIPS ON THINGS TO DO
47 sessions started directly from FAQ pages
11,000 Impressions justfromFAQs
27 Clicks

18. TECHNICAL
MUST HAVES

19. Confidentialwww.milestoneinternet.com | 1-408-200-2211
MOST CRITICALTECHNICALMUSTHAVE’S
SPEED Crawlability,Indexability,
Schema’s,Validations
Lowboncerate&High
engagement
HTTPS AMP PWA Awesomeifyouhave
receivedmobilefirst
indexingnotification.
#MILESTONEMKTG

20. ENHANCED
ATTRIBUTES
& PRESENSE

21. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ENHANCELOCALSEARCH-LEVERAGE KNOWLEDGE
GRAPH
#MILESTONEMKTG

22. Confidentialwww.milestoneinternet.com | 1-408-200-2211
GOOGLE CAN’TLIST
WEBSITES INVOICE
SEARCHRESULTS!
#MILESTONEMKTG

23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
PRECISEANDRICHANSWERS LEADTOVPOSITIONING
Empire State Building
height – Keyword
Search
“How high is the
Empire State Building
– Natural
Language”
Focus on long-tail
keywords and natura
l
language that matche
s conversational
tone
Content should
include long-tail
queries: Why, What,
How, When
Featured Snippet
get read aloud during
voice results
Topical content with
FAQ works well

24. (digital assets, voice search
compatibility)
CREATE
ACTIONS
AND SKILLS

25. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATINGACTIONS &SKILLS WORKFLOW
Createyour
project
Setup
invocations Buildactionsusing
dialogflow
Setupintent&
trainingphases
Testwithsimulator
LinktoDomain
Release
#MILESTONEMKTG

26. ANALYTICS

27. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CHATBOTANDCENTRALIZED DASHBOARD
#MILESTONEMKTG

28. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ANALYTICS
QUERIES ON MOBILE
FAQs, CLICKS,
POST SEARCH
ACTUALCHATBOT
CONVERSATIONS
ANALYTICS FROM
ACTIONS
#MILESTONEMKTG

29. AI FIRST

30. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
LEVERAGINGAI&VOICE SEARCH
Chatbot
Live agent
Interconnected
learning system
Publish to
site FAQs
Push FAQs to
chatbot
FAQ
Manager

31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
GOOGLEASSISTANT

32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
GOOGLEASSISTANT GIVES PERFECTANSWERS

33. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
GREATOPPORTUNITYTOOPTIMIZE VA

34. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONVERSATIONALCONTENT
KEYTAKEAWAY: 7STEPS TOVOICE SEARCH
DESIGN&UI:ALIGNSWITH
SCHEMA
TECHNOLOGY
(SPEED,HTTPS,AMP,PWA)
DOMAINAUTHORITY,
LOCAL3-PACKRANKING
ACTIONS&SKILLS
AUTOMATEFAQSUSINGAI
TRACKING
7
6
5
4
3
2
1
#MILESTONEMKTG