The Future of Searchable Content | Voice Search & AI
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This document discusses how to optimize content for the future of search marketing with a focus on voice search. It notes that consumers are increasingly asking questions through voice and expecting personalization. To prepare, marketers need to conduct keyword research on long-tail question-based keywords, create content that answers questions directly and ranks for featured snippets, use schema markup to provide structured data to search engines, and optimize their overall online brand presence through various marketing channels. Foundational steps include defining goals, understanding audiences, and mapping the customer journey.
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The Future of Searchable Content | Voice Search & AI
- 1. How to Optimize Your Content for the Future of Search Marketing Katy Katz
- 3. It’s not that far off … #pubcon @katykatztx
- 4. Your customers expect personalization. #pubcon @katykatztx
- 6. And consumers ask questions in a personal way. #pubcon @katykatztx
- 7. 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? 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?
- 8. AI can answer questions … #pubcon @katykatztx
- 9. Make suggestions … #pubcon @katykatztx
- 10. Guess what you want … #pubcon @katykatztx
- 11. Tell you about current events #pubcon @katykatztx
- 12. Order consumer goods. #pubcon @katykatztx
- 13. And even make jokes. #pubcon @katykatztx
- 14. You need to be ready. #pubcon @katykatztx
- 16. First, let’s take a step back to WHY. #pubcon @katykatztx
- 17. In the past, we’ve heard … The brain processes images 60,000 times faster than text … so make your content more visual. #pubcon @katykatztx
- 18. 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. #pubcon @katykatztx
- 19. Voice and image search is going to make up at least half of searches by 2020. - Mary Meeker Screenshot from Recode
- 20. In one survey, one fifth say they already commonly use voice activated search. #pubcon @katykatztx
- 21. - SEER Interactive 2017 Study #pubcon @katykatztx
- 23. Anatomy of a Voice Query Key Features -The 5 W’s -Conversational -Longtail -Mobile -Clear intent #pubcon @katykatztx
- 24. Is there a dry cleaner I can trust near me? Keyword optimization Positive reviews Local markup #pubcon @katykatztx
- 25. There are two parts to this talk. #pubcon @katykatztx
- 26. First we’re going to set the foundation. #pubcon @katykatztx
- 27. Foundations for Voice Search define your goals identify your audience language-market fit map the buyer’s journey #pubcon @katykatztx
- 28. 1. Define your goals You know the drill. Make sure they are specific and #pubcon @katykatztx
- 30. 2. Identify your audience Identify your ideal customer as well as your primary personas. #pubcon @katykatztx
- 31. 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 #pubcon @katykatztx
- 32. 3. Reach language market fit Craft your language in a way that impacts your audience. #pubcon @katykatztx
- 33. “∙Do qualitative research into the exact words and phrasing that your buyers use to describe your product, service, or category. ∙Talk like your customers!
- 34. 4. Map the buyer’s journey Work through each of the questions your buyers will face. #pubcon @katykatztx
- 36. 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 #pubcon @katykatztx
- 37. Once you have a solid foundation, you can get technical. #pubcon @katykatztx
- 38. Let’s Get Technical longtail keyword research snag those snippets schema markup brand optimization #pubcon @katykatztx
- 39. 1. Research relevant keywords Focus on long tail keywords that answer questions and add utility. #pubcon @katykatztx
- 40. Remember how we speak questions? #pubcon @katykatztx
- 41. 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? 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?
- 42. What are the successful presentation factors? presentation Vs. Longtail Keywords #pubcon @katykatztx
- 43. Keyword Research Tools • Keyword.io • Answer The Public • Buzzsumo Question Analyzer (formerly Bloomberry) • SEMRush • KWFinder • Quora #pubcon @katykatztx
- 44. 2. Snag those snippets Design your content to optimize for featured snippets. #pubcon @katykatztx
- 46. The amount of snippets doubled this year! - Dr. Pete Meyers, Ranking #0 #pubcon @katykatztx
- 47. Anatomy of a “Snippetable” Post Key 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! #pubcon @katykatztx
- 49. 3. Schema markup Tell the robots what’s important. #pubcon @katykatztx
- 50. Schema tools provide the language for you to communicate the meaning of the data on your site to search engines (and AI). #pubcon @katykatztx
- 51. 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 #pubcon @katykatztx
- 52. Schema Markup Tools • Schema.org • JSON LD • Google’s Structured Data Testing Tool • Schema App #pubcon @katykatztx
- 53. 4. Brand optimization Manage your brand across the interwebs. #pubcon @katykatztx
- 55. All marketing channels affect a consumer throughout their journey. onsite seo local seo social media offsite seo reviews #pubcon @katykatztx
- 56. “ It takes 6-8 touches for a prospect to convert to a sale. - Salesforce
- 57. Manage your online brand presence! #pubcon @katykatztx
- 58. Brand Tools SEO •Moz Local •Yext •ReachLocal •Google My Business •…. To name a Reviews •Get Five Stars •Review Trackers •Yotpo •Reputation #pubcon @katykatztx
- 59. Is there a dry cleaner I can trust near me? Keyword optimization Positive reviews Local markup #pubcon @katykatztx
- 60. Your buyers have questions each step of the way. #pubcon @katykatztx
- 61. Own the conversation. #pubcon @katykatztx
- 62. Thanks! Any questions? You can find me at: ∙@katykatztx ∙katy@marketingr efresh.com ∙bit.ly/pubcon-free- audit
Notes de l'éditeur
- I watched a movie from the 90s recently . I’m not going to say which one bc I already have a bad enough reputation with movies as it is. But the photographer got interrupted on the job and practically ruined a wedding. And all I could think is how many bad online reviews he would have gotten now. As a business, you can no longer hide. You have a digital footprint that has the potential to last forever and all you can do is try to influence it. Luckily, there is a lot that you can do to craft an impression for your audience.
- Google actually hired people from Pixar and
- Hummingbird paved the way for semantic search and user intent.
- Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.
- Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.