Leeds digital festival 2018 how will voice search impact your buisiness and how to win

@jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
How voice search will impact
businesses within the next 3 years
Jonny Ross @jonnyross @fleek_marketing
April 2018 #LeedsDigi18 @LeedsDigiFest

Introductions

Survey Results

Devices Owned?

How would you rate you
experience of voice search?
• Highest was 8 out of 10, lowers being 1
• Average was 4 out of 10!

Personal Assistants &
Artificial Intelligence

The Big Picture
• Huge rise in SERP Features
• Rise in instant answers
• Intent is playing a much bigger part
• Speed and usability more important than ever
• Unreliability of google data
• Voice search
• Machine learning

“There are over one
billion voice
searches per month”
– Alpine.Ai (Jan 2018)

25% of searches on Windows 10
taskbar are voice - IBM Jan 2018
72% of people who own a voice-activated speaker say that their
devices are often used as part of their daily routine - Google survey
The echo Dot was the
best selling product
on all of Amazon in
the 2017 holiday
season - Techcrunch

Voice recognition can work 3x
faster than people can type

How do people use it?

“Voice searches will
account for 50% of
all searches by 2020”
– ComScore

This is only going to become bigger
and more connected
Digital assistants, bots, machine
learning and artificial intelligence

Position ZERO

Paragraph (63%)

Lists (19%)

Tables (16%)

Position ZERO
• Can give/include
–Branding
–An Image
–Clicks

One big difference
How we speak and how we
write is totally different
This is about conversational
content

Examples
• red lobster
• best restaurants
Manchester
• best digital camera
• Show me images of a
red lobster
• Hey google, where is
the best place to eat in
Manchester?
• Alexa, where can I find a
waterproof video
camera that works with
Facebook Live?

Google AI has
been reading
3000 romance
novels to
improve its
conversational
search ability

How to win at this?

1. Still about the basics
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular

On Site
• Keywords
• Content
• Technical Aspect
• Usability

Off site
• Relevancy
• Links
• Reviews
• Reputation

2. Not mobile first
but MOBILE full stop!

3. Longer tail keywords
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question
Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box

4. Use words like
• Who
• What
• Where
• How
• Best way to
• How to
• What is the best

5. Set up FAQ pages

6. Use Schema
Structured Data, Rich Snippets, Mark up,
Featured snippets, Microformats, Microdata,
RDF’s

Examples of Schema
For Paragraphs
<h2>QUESTION</h2>
<p>ANSWER</p>
</div>
For Lists
<h2>QUESTION</h2>
<ol>
<li></li>
<li></li>
<li></li>
</ol>
</div>

Examples of Schema
• Reviews
• Organisation
• Local Business
• E-commerce
• Events
• Recipes
• Jobs
• News sites

7. Incorporate intent

8. Optimise for local
• 22% of voice search is for local intent, capture
“near me” search
– Highly optimised and verified google business
page
– Reviews
– Local business schema
– Use local extensions in AdWords
– Photographs on google business page
– Local Links

Position ZERO
• There currently can only be one
winner
• Anyone not doing anything will loose
out
• Limited time only – google will
monitise this

Challenge me?
Does anyone want to challenge me, does anyone think this is all
a load of nonsense?
Find me online
@jonnyross @fleek_marketing #LeedsDigi18
LinkedIn /in/jonnyross

Leeds digital festival 2018 how will voice search impact your buisiness and how to win

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Leeds digital festival 2018 how will voice search impact your buisiness and how to win

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