January 23, 2019 | New York City

Presented by Anil AggarwalMilestone, Inc.

@milestonemktg

IS YOUR BUSINESS READY FOR VOICE SEARCH?

DIGITAL TRENDS IMPACTING VOICE SEARCH

MOBILE IS CHANGING CUSTOMER JOURNEY

AUTO SHOPPING TRAVEL HOMEFINANCE FOOD BEAUTY ELECTRONICS

67% 61% 56% 63%48% 68% 65% 55%

2018: https://www.stonetemple.com/mobile-vs-desktop-usage-study/2018: https://www.emarketer.com/content/mobile-time-spent-20182018: https://www.stonetemple.com/mobile-vs-desktop-usage-study/

3.5hrs. daily

3.4hrs. daily

63%of total US visits are on mobile devices

HOTEL MICRO-MOMENTS

What hotels in NY are rated 5

stars?

I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY

Show me hotels near

Time Square

What are some things to do in

NY City?

Find hotel specials in NY

next week

SEARCH HAS CHANGED

KEYWORDS CONVERSATIONS

TEXT DRIVEN

2008 2019

VOICE

No duplicate content

No spammy content or links

Prioritize great content

HOW BIG WILL VOICE SEARCH BE?

50%

of search is expected to be voice-based by 2020

(ComScore, 2017)

30%

of web browsing will be screen-less by 2020

(Gartner 2018)

Google Assistant Apple Siri Amazon Echo

https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/https://marketingland.com/adobe-47-percent-of-smart-speaker-owners-using-device-in-shopping-process-247837

WHEN ARE PEOPLE USING VOICE?

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%

https://www.highervisibility.com/blog/how-popular-is-voice-search/

MILESTONE’S DIGITAL PRESENCE MATURITY MODEL

SOFTWARE TACTICS

Content management system

Local SEO with suppression

Easy to use CMSSocial marketing

Review managementBasic reports

Schema-friendly PlatformCompetitive intelligence

Digital marketing analytics

Predictive analyticsFAQ managementVoice-publishing

Website, HTTPSTechnical SEO

Local optimizationPPC

Keyword optimizationContent improvement

Responsive site Speed

Paid marketing

Backlink strategySchema

Mobile-first designLeverage CDNs

Retargeting

FAQ contentVoice search

Segmented paidPAMP

FOUNDATIONAL

PROACTIVE

PROGRESSIVE

STRATEGIC

HOW IT WORKS

CONSUMER GOOGLEALEXA

SIRICORTANA

HOW VOICE SEARCH WORKS?

* Assumes mobile responsive website and optimized for schemas and speed

CONTENT FROM WEBSITES, VOICE

ACTIONS

CONTENT

WEBSITETECHNOLOGY

VOICEOPTIMIZATION

TRACKING & ANALYTICS

4 STEPS TO VOICE SEARCH

VOICE SEARCH IN ACTION

Does the Seaport Boston Hotel offer free parking?

CONTENTANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY

YOUR GUEST’S CUSTOMER JOURNEYOptimize your presence across your customer’s digital touch points

DREAM PLAN BOOK EXPERIENCE SHAREBranding

Getting foundContent Conversion

optimizationMerchandisingRestaurants

Specials

Social mediaReviews

CONVERSATIONAL CONTENT ACROSS DIFFERENT STAGES OF CUSTOMER JOURNEY

Dream Plan Book Experience

FOCUS ON INFORMATIONAL CONTENT TO START WITH

Informational Intent80%

Navigational Intent 10%

Transactional Intent 10%

+ Local Intent

Branded keyword rank change: +439%

Non-branded keyword rank change: +2,284%

Transactional IntentNavigational IntentInformational Intentwhat, why, and how? “About business” “Buy, book, convert”

I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY

HOW TO CREATE CONTENT FOR INFORMATIONAL?

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?

Google Searches MOZ Keyword ExplorerAhrefs or Mozkeyword explorer Insights AnswerThePublicUberSuggestKeywordtool.ioSerpstat

Questions capture voice and natural search

queries

Answers are rich, informative, and solve a

problem

Generates answer boxes on SERP

KEYWORD TOOLS

FUTURE OF SEARCH IS RELEVANCY WITH GOOGLE AI “NEURAL MATCHING” SYNONYMS

Super-synonyms Impact 30% of Queries

Google is now using artificial intelligence (AI) for Neural Matching in order to better connect synonyms and provide a higher quality search result.

FEATURED SNIPPET MUST HAVE

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

MILESTONE VOICE QUERIES MODULE

FAQs (voice search

based)

VOICE ACTIONS PLATFORM (AI-enabled)

Chatbot

Your website

UNANSWERED INTENTS

FAQ MANAGER – VOICE QUERIES CONTENT MODULE

FAQ MANAGER – CAPTURE FAQS AND PUBLISH TO WEBSITE & VOICE

TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE SEARCH

ALIGN DIGITAL ASSESTS WITH VOICE SEARCH - OPTIMIZE FOR MOBILE AND VOICE

CHAT BOT AND CENTRALIZED DASHBOARD

TECHNOLOGY

MOST CRITICAL TECHNICAL MUST HAVE’S

SPEED CRAWLABILITY, INDEXABILITY, VALIDATIONS

LOW BOUNCE RATE & HIGH ENGAGEMENT

HTTPS AMP PWA RESPONSIVE DESIGN

MOBILE-FIRST

SCHEMAS & ENTITIES

SCHEMAS ON WEBSITES CONNECT SEARCH TO WEBSITE Expected Impact – 20-30% increase in Organic Search Traffic

HOTELbrandphotoslogostarRating(implemented incorrectly)aggregateRatingcontainsPlacehasMapAddressPhoneFaxamenityFeatureReviewsameAs (social URLs)

aggregateRatingitemReviewedratingCountreviewCount

containsPlaceDiningSpaevente.g. FoodEvent, ComedyEvent etcReview

authorreviewBodyitemReviewedbestRatingworstRatingratingValue

SLOW WEBSITES LOSE RANKINGS

VOICE ACTIONS

CREATING ACTIONS & SKILLS WORKFLOW

set up invocations

build actions

set up intent & training phases

link to domain

release

VOICE SEARCH FOR LOCAL INTENT

(Apple, Alexa, Bing) (Google Home, Assistant)

What is the address for hotel…..?

ACCURATE DATA TO VOICE 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

ANALYTICS

VOICE SEARCH AT WORKUSER INTENT

LANDING PAGE EXPERIENCE

CASE STUDY AND RESULTS

driving users each day to the websitethrough voice-search interactions via “Ok Google” voice assistant

~18 daily

Luxury hotel in Boston

VOICE SEARCH CAMPAIGN – PAID MARKETING ON QUERIES OPTIMIZED FOR VOICE SEARCH

Use long-tail voice-search queries as paid

marketing keyword

Date Range: December 2018

PAID CONVERSION INCREASES WHEN USING QUERIES TARGETED FOR VOICE SEARCH

Clicks, 621

Conversions, 154

0

100

200

300

400

500

600

700

Clicks, 236

Conversions, 104

0

100

200

300

24%Conversion rate

44%Conversion rate

Traditional Campaign

Campaign using voice-based keywords

MEASURING SUCCESS - ANALYTICS

QUERIES ON MOBILE

FAQs, CLICKS, POST SEARCH

ACTUAL CHATBOT CONVERSATIONS

ANALYTICS FROM ACTIONS

KEY TAKE-AWAYS

CUSTOMER JOURNEY GETTING IMPACTED BY MOBILE

MOBILE-FIRST IS A MUST FOR VOICE SEARCH

VOICE SEARCH OPTIMIZATION CRITICAL FOR RANKINGS & PAID CAMPAIGNS

EARLY ADOPTERS WILL LEAD THE MARKET