Voice Search Technical Must-Haves for Your Domain

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REALME – JOURNEYOFSELF -GROWTH MINDSET

CUSTOMER JOURNEYAND
SEARCH ENGINE EVOLUTION

CONSUMER BEHAVIORSARECHANGING
QUESTIONS INSTEAD
OF SEARCHES
SHORTER
ATTENTION SPANSSMALLER DEVICE
SCREENSSCREEN-LESS
DEVICES

ALLABOUTMOBILEANDVOICE SEARCH
50%
of search is expected
to be voice-based by
2020
(ComScore, 2017)
30%
of web browsing will
be screen-less by
2020
(Gartner 2019)
https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459
https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html
https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/
65%
of all Google
searches are
mobile
(Google 2019)
https://www.dbswebsite.com/blog/trends-in-
voice-search/

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%

WHATAREPEOPLE LOOKING ?84%OFSEARCHESAREDISCOVERY
SEARCHES

WHATISHAPPENING TOSEARCHRESULTS &CLICKS?
MOBILE BROWSER SEARCHCLICKS: SEPTEMBER 2019
56.10%
39.69%
4.22%
Zero-Click Searches
Searches w/ Organic
Clicks
Searches w/ Paid
Clicks

YOUR DIGITALSTRATEGYIS TOSATURATEGOOGLE HOMEPAGE
This is Your
Homepage.

ANDSATURATERICHANSWERS, IMAGESANDSERP

VOICE SEARCHISALLABOUT-SINGLE RIGHTANSWER
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearest ATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”

SEARCH ENGINE EVOLUTION
ANSWERING QUESTIONS & UNDERSTANDING
HUMAN INTENT IS KEY TO WINNING

SEARCHHASEVOLVED
TEXT
DRIVEN
2008 2020
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Relevant &
precise results
Understand
Long Tail (FAQ)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
FIGHT SPAM ENHANCE UX

BERT–WHAT, WHY&IMPACT –VOICE SEARCHREADYSearch Engines becoming smarter by understanding how humans interpret language.
According to google – “Bert helps better understand the nuances and context of
words in searches and better match those queries with more relevant results”
GETTINGVOICEREADY CONVERSATIONAL IMPACTEDSEARCHES
Google estimates that this
update will impact around
1 of 10 searches
Designed for
conversational and natural
language queries
Relevant results, better
user experience, less
clicks

RICHRESULTS LEADSTOBETTER USER EXPERIENCE &SINGLE RIGHT
ANSWER
Rich Snippet
no need to
click further
More Relevant &
Conversational

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

6STEPS TOVOICE SEARCH
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNOLOGY
(MOBILE FIRST, SPEED,
HTTPS, SCHEMA,AMP, PWA)
PROMOTION
VOICEACTION
OPTIMIZATION
MEASURE IMPACT 6
5
4
3
2
1

CONTENT ANSWERING QUESTIONS IS
KEY FOR DRIVING
VISIBILITY

MICRO-MOMENTS DRIVEN BYVOICE SEARCH
Research Explore Learn Buy
I want to know I want to go I want to do I want to buy
“What banks offer
mortgage loans?”
“Where is the
nearest bank?”
“How do I apply
for a mortgage?”
“Where can I meet
a financial
advisor?”
Which cars get
the best mileage?
Where can I test
drive cars near
me?
How do I get a
car loan?
Where can I buy
a car X?

CREATECONVERSATIONALCONTENTFOR EACHMICROMOMENT
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

ZEROCLICK,VOICESEARCHRESULTSISABOUTPROBLEMSOLVING
Find ways to make sure your brand offers what searcher seek out
@MILESTONEMKTG
Does the hotel
Nikko have a
pool?

VOICERESULTSAREMOREACTIONABLE,RELEVANT&CONVERSATIONAL

HOWTOCREATECONTENTFOR INFORMATIONALQUERIES ?
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?
SEM Rush
Google Searches
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

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

DIGITALASSETS &
SCHEMAS
(digital assets, voice search compatibility)

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
SITEARCHITECTURE&CONTENT -MOBILEANDVOICE SEARCH

ALIGN DIGITALASSETS WITH
CONTENTSTRATEGY
FAQs
wrapped in
schemas

TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE
SEARCH
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
DIGITALASSESTSALIGN WITH VOICE SEARCH -OPTIMIZE FOR
MOBILEANDVOICE
HOME
THINGS TO DO

RICHSNIPPET,VOICESEARCHRESULTSLEADSTOHIGHIMPRESSION&CLICKS

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

VOICESEARCHFORLOCALINTENT–NEARME,MOBILE,LONGTAIL
(Apple,Alexa, Bing) (Google Home,Assistant)
What is the address …..?

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

BUILDINGAUTHORITYANDRELEVANCYOFYOURDOMAINFORVOICE

CONSISTENT INFORMATIONACROSSALLCHANNELS
PAID
SOCIAL
REVIEWS
WEBSITE
LOCAL
LISTINGS
LOCAL
SEARCH
GROUP
TOOLS
YOUR BUSINESS
INFORMATION
MENUS

CONSISTENT INFORMATIONACROSSALLCHANNELS
PUBLISH
TO GMB
YELP
WEBSITE
Google My Business Yelp Offers Website Offers
RICH AND ACCURATE INFORMATION

UNAPANDSCANREPORTS
Milestone Local

TECHNICALMUST
HAVES – DOMAIN

MISSING BERTORMOBILE LOVE -EXPEDIA.COM, NEWYORK TIMES

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
5
KEY TAKE AWAY -
Your Domain should
demonstrate solid
expertise, authority and
trust (EAT)

CREATEACTIONSAND
SKILLS
(digital assets, voice search compatibility)

HOW-CREATINGACTIONS &SKILLS WORKFLOW
Create your
project
Set up
invocations Build actions
Set up intent &
training
phases
Test with
simulator
Link to
Domain
Release
Promote
Measure &
Analyze

DISCOVERY –PROMOTE THROUGHACTIONS DIRECTORY

FAQSTOBUILDBOTSANDADDTOYOURWEBSITE FOR VOICE
COLLECT
FAQs
CREATE
INTENT &
ACTIONS
VALIDATE RELEASE INTEGRATE
(CMS,
Platforms)
MODERATE TRACK

ANALYTICS
QUERIES ON
MOBILE
FAQs,
CLICKS,
POST
SEARCH
ACTUAL
CHATBOT
CONVERSATION
S
ANALYTICS
FROM ACTIONS

KEYTAKEAWAYS-VOICE SEARCHMUSTHAVE
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNICAL /DOMAIN
MUST HAVE
(SPEED, HTTPS,AMP, PWA)
PROMOTION
VOICEACTION OPTIMIZATION
MEASURE PERFORMANCE 6
5
4
3
2
1
#SMXInsights
QUESTIONS?@Benuaggarwal

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Voice Search Technical Must-Haves for Your Domain

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