Let's Talk Voice Search

MANYMINDS MEETS: GIVE IT A GOLET’S TALK VOICE SEARCH

@LukeTheMono#mmgiveitago

Who here has used voice search before?

How about in the past month?

The estimated number of people who used voice search in the past month

of all internet users

10%

50%of all searches

are expected to be voice searches

by 2020.

It’s changing how people search

Evokes a more natural, conversational search behaviour

isle of wight ferry

when’s the next ferry to

the isle of wight?

Queries are more question based

2012 vs. 2013

It’s changing what people search

So, what should we do as marketers?

JOIN THECONVERSATION

Understand the ‘what’, ‘why’ and ‘how’

are our users searching?

What

SEOs are still guilty of focusing heavily on vanity search terms

Clicks

Relevancy

Frequency

Utility

This isn’t effective targeting

Voice search demands a long-tail strategy

Do some digging

Identify current vs. potential voice search visibility

Current Visibility – Google Search Console

Current Visibility – Google Search Console

Link GA to GSC

Current Visibility – Google Analytics

No text vs. voice input segment

Text and voice queries are easy to differentiate

Current Visibility – SISTRIX

Current Visibility – SISTRIX

Featured snippets are driving Google’s voice

search efforts

Potential Visibility – Answer The Public

Potential Visibility – Storybase

storybase.com/mmgiveitagoExtended Free Trial

Now, we make sense of the data

One keyword != one page

Create themes

Categorise your keywords into themes

Long-tail keywords

Theme 2

Theme 3

Theme 4

Theme 1

Categorise your keywords into themes

Isle of Wight

Accom’

Food & Drink

Attractions

Travel

Update your keyword research every 6 months

Search behaviour changes - so should your targeting

are our users searching?

Why

Understand the intentbehind a search

MICRO-MOMENTS

AN INTENT-RICH MOMENT WHEN A PERSON TURNS TO A

DEVICE TO ACT ON A NEEDGoogle

QUERIES IDENTIFIED

THE INTENT

can we target them?

How

Output

Queries

Micro-moment

Themes

Voice search doesn’t return one type of result

Understand the search landscape you’re entering

Output

Themes

Micro-moments

Search Landscape

Queries

to be heard…

How

Q&A Content

FAQ Content

Long-form Blog Content

Create content that answers questions

Address queries directly and then expand

Write around themes

Use synonyms and variations

And most of all…

Think ‘human’, not ‘robot’

More?

Be Mobile

The percentage of mobile queries that were voice searches by May 2016.

A clear relationship between mobile and voice

search

Offer optimal mobile usability

Be quick! Mobile users expect instant access

Be Local

3xmore likely

Of a search having local intent if done by

mobile-voice search vs. text-based.

Make sure you have a presence here

Consistent NAP structure across all online profiles

Acquire and maintain positive reviews on your local listings

Use Structured Data

Provide crawlers with context for your content

Make it easy for crawlers to identify the ‘good stuff’

Fin.

Develop a long-tail keyword targeting strategy.

1.

Create relevant, informed content for people.

2.

Be mobile. Be local. Make the most of structured data.

3.

Luke Monaghan

WITH VOICE SEARCH, IT’S MAINLY ONE RESULT THAT

MATTERS. MAKE IT YOUR RESULT.”

Thanksfor listening.

@Koozai

Facebook.com/koozai

0330 353 0300

luke.monaghan@koozai.com

www.koozai.com