GIVE IT A GO: OPTIMIZING FOR VOICE SEARCH
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The document discusses the rise of voice search and provides recommendations for marketers. It notes that 10% of internet users and 50% of searches are expected to be voice by 2020. Voice searches tend to be more question-based and conversational. The document advises marketers to understand what users are searching for, why, and how to target them through themes and micro-moments. It also recommends optimizing for voice by creating relevant content, prioritizing mobile optimization and local search, and using structured data.
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GIVE IT A GO: OPTIMIZING FOR VOICE SEARCH
- 1. MANYMINDS MEETS: GIVE IT A GO LET’S TALK VOICE SEARCH @LukeTheMono#mmgiveitago
- 2. Who here has used voice search before?
- 3. How about in the past month?
- 4. The estimated number of people who used voice search in the past month
- 5. of all internet users 10%
- 7. 50%of all searches are expected to be voice searches by 2020.
- 10. It’s changing how people search
- 11. Evokes a more natural, conversational search behaviour
- 14. isle of wight ferry
- 15. when’s the next ferry to the isle of wight?
- 16. Queries are more question based
- 17. 2012 vs. 2013
- 18. It’s changing what people search
- 20. So, what should we do as marketers?
- 22. Understand the ‘what’, ‘why’ and ‘how’
- 23. are our users searching? What
- 24. SEOs are still guilty of focusing heavily on vanity search terms
- 26. Clicks Relevancy
- 29. Voice search demands a long-tail strategy
- 32. Do some digging
- 33. Identify current vs. potential voice search visibility
- 34. Current Visibility – Google Search Console
- 35. Current Visibility – Google Search Console
- 36. Link GA to GSC
- 37. Current Visibility – Google Analytics
- 38. No text vs. voice input segment
- 39. Text and voice queries are easy to differentiate
- 40. Current Visibility – SISTRIX
- 41. Current Visibility – SISTRIX
- 42. Featured snippets are driving Google’s voice search efforts
- 44. Potential Visibility – Answer The Public
- 45. Potential Visibility – Storybase
- 47. Now, we make sense of the data
- 48. One keyword != one page
- 49. Create themes
- 50. Categorise your keywords into themes Long-tail keywords Theme 2 Theme 3 Theme 4 Theme 1
- 51. Categorise your keywords into themes Isle of Wight Accom’ Food & Drink Attractions Travel
- 52. Update your keyword research every 6 months
- 53. Search behaviour changes - so should your targeting
- 54. are our users searching? Why
- 55. Understand the intent behind a search
- 56. MICRO-MOMENTS
- 57. AN INTENT-RICH MOMENT WHEN A PERSON TURNS TO A DEVICE TO ACT ON A NEED Google
- 60. can we target them? How
- 62. Voice search doesn’t return one type of result
- 63. Understand the search landscape you’re entering
- 65. to be heard… How
- 66. Q&A Content
- 67. FAQ Content
- 69. Create content that answers questions
- 70. Address queries directly and then expand
- 73. And most of all…
- 74. Think ‘human’, not ‘robot’
- 75. More?
- 76. Be Mobile
- 77. The percentage of mobile queries that were voice searches by May 2016.
- 78. A clear relationship between mobile and voice search
- 79. Offer optimal mobile usability
- 80. Be quick! Mobile users expect instant access
- 81. Be Local
- 82. 3xmore likely Of a search having local intent if done by mobile-voice search vs. text-based.
- 83. Make sure you have a presence here
- 84. Consistent NAP structure across all online profiles
- 85. Acquire and maintain positive reviews on your local listings
- 87. Provide crawlers with context for your content
- 88. Make it easy for crawlers to identify the ‘good stuff’
- 89. Fin.
- 90. Develop a long-tail keyword targeting strategy. 1.
- 91. Create relevant, informed content for people. 2.
- 92. Be mobile. Be local. Make the most of structured data. 3.
- 93. Luke Monaghan WITH VOICE SEARCH, IT’S MAINLY ONE RESULT THAT MATTERS. MAKE IT YOUR RESULT.”
- 95. Thanks for listening. @Koozai Facebook.com/koozai 0330 353 0300 luke.monaghan@koozai.com www.koozai.com
Editor's Notes
- Global Web Index
- According to internet stats
- Fastest growing type of search
- (comScore, 2016)
- Text input
- Voice input
- To get an idea of user search behaviour on voice, Hound; a voice assistant app in the US identified…
- What are our users searching? Why are our users searching? How do we target them?
- Typically, most focus is around these keywords
- Focus on the number of clicks a search term can get us, not how relevant our page is to the users query
- Focus on how often we can appear in the SERPs, not how useful our website is for a user
- GSC collects 999 queries, GA
- Google are even using it with their voice search devices
- This approach should’ve been killed when Hummingbird arrived
- Categorising into themes enables you to provide the most value
- Micro-moment – how Google understand user-intent
- People that use voice typically are in an intent-rich moment, very similarly to those on mobile
- Categorised into four groups – know is for information retrieval in general, go is locality, do is how-to and recipes, buy is exactly what it says!
- Use these micro-moments to categorise your long-tail keywords by intent with context
- The number of number of search results yielding answers is 40%
- Then you’re in a better position to consider the output and where your focus should be
- UGC
- Collect the questions people ask and write a short, but relevant answer. Use KWR too
- Make it easy for Google to extract the bit they’re looking for
- Co-occurrence
- Write naturally!
- Other approaches