siri, help my customers find me! - oregon restaurant & lodging … · 2019-09-23 · position...
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Siri,Helpmycustomersfindme!September17th,2019ORLA|HospitalityConference
KentLewis(@KentjLewis)President&FounderAnvilMeda(@AnvilMedia)
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AboutMe
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Agenda:Pleasehelpmycustomersfindme!– Background:Definingvoicesearch&position0– Whyitmatterstorestaurantsandhotels– Optimizingforvoicesearch&position0– Futuretrends– Examples– Resources– Q&A
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BackgroundUnderstanding voice search & position 0
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VoiceSearchStatistics– 55%ofteensand41%ofadultsuse
voicesearchmorethanonceaday(Google)
– 20%ofGooglesearchesand25percentofBingsearchesoriginatedfromvoicein2016
– ComScore/Campaignpredictvoicesearchwillconstitutehalfofallsearchesby2020
– 22%searchingforlocalcontentandinformation(InternetTrendsReport)
– 21%trustvoicewithcomplexe-commercetasks
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FutureofSearch:VoiceAssistants&Speakers
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VoiceDAs:LocalFrequency
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VoiceSearch:LocalBusinessUse
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VoiceAssistants&Appliances
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WhatisVoiceSearch?– Askyourpersonalassistantordeviceaquestion– Itwillprovideyouthe‘bestanswer’– GoogleKnowledgeGraphpowersvoicesearch– Mostcommonlyinformationalqueries– Searcherswantaquickanswer,notajourney– Commonqueries:who,what,when,where,why,how– Brandshaveanopportunitytoprovidetheanswer
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WhatisPosition0?– Position0=richsnippetsthat
appearinGoogle’s‘AnswerBox’or‘InstantAnswers,’whichappearaboveorganicsearchresultswhenthequeryiscommonlyphrasedasaquestion.Ex.‘whatisarichsnippet’
– 80%ofGoogleHomeresultscomefromsnippets
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Position0:FeaturedSnippets– Google’suseofrichsnippetsisontherise…– Whichmeansmoreopportunitiesforbrands– AccordingtoarecentStoneTemplestudy,30%ofsearchestriggered
aposition0result– Onaverage,featuredsnippetsare54-58wordsinlength
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Position0:HotTopics– Industries:health,financial– Applications:mathematical,time,
transitional– Other:status,requirementsand
DIYprocesses– Subjectivequeriesi.e.,“best”or
“reviews”aretrending– NotIdeal:help,facts,shopping,
imagesorvideo
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Position0:TheCatch&Opportunity– Youmustrankinthetop10toqualifyforPosition0– Asaresult,youmustfollowthe3C’sofSEO– Onceyourank,opportunityistodoublepresence– ProbabilityofowningPosition0byrank:
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VoiceSearch&P0:WhyitMatters– Voicesearchesare3xmorelikelyto
belocal-based– 30timesmorelikelytobeaction-
oriented– P0rankingsgenerateanaverage
8.6%CTR(ahrefs)– RankingP0boostsCTR114%
(HubSpot)– 516%increaseintrafficwithP0
(casestudy)
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VoiceSearch&P0:V-Commerce– AmazonEchowillaccountfor$7
billioninvoicetransactions(MizuhoBank)
– 33%USinternetusersarelikelytomakeapurchaseviavoice-enablespeakers
– AnnualestimatedvalueforowningP0for‘virtualdesktop’isover$2M(STAT)
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RankingStrategies&TacticsOptimizing for voice search & position 0
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HowtoRankforVoiceSearch&P0– Startwithimportantmodifiers– Understandwheretheyfitinthesalescycle– Triangulatewithconversationsandsurveys– Conductresearch,especiallysuggestedsearches
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HowtoRank:LeverageTools– Integratedtools:MOZKeywordExplorer,RankRangerKeywordFinder,
RankTracker,ubersuggest– Freetools:GoogleAdWordsKeywordPlanner,GoogleSearchConsoleand
KeywordTool– Topicaltools:FaqFox,StoryBase,BlogSearchEngine,
HubSpotBlogTopicGeneratorandAnswerThePublic– Ongoingtracking:SEMrush,STATSearchAnalyticsandSearchmetricsSuite
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HowtoRank:TheLongTail– LeveragetheLongTailphrases– Incorporate5W’s&othermodifiers
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HowtoRank:IdentifyOpportunities– IdentifyidealphrasesanddeterminewhichhaveP0– Reverse-engineerresultsthatowntheAnswerBox– Ifnot,focusonhigh-volume,longtailterms– Evaluatesitecontentthathasgreatestpotential– Leverageexistingcontent:FAQs,Q&As,blog,etc.
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HowtoRank:SelectingFormat– Paragraphsarebestfor
standardanswersandaremostcommon
– Googlegenerates41%higherrateoforderedlistsonfeaturedsnippetURLs(STAT)
– Tablesorchartsareidealwhencommunicatingcomplexorcomparativedata
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HowtoRank:OptimizationProcess– Gettothepointontargetpageswithcontent– Provideadditionaldetaillowerinthepage– Followhierarchyoutlinedbelow:
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HowtoRank:PageOptimization– Createnewcontentbasedonbestsnippetformat– Optimizecode(URL,title,meta,H1,schema)– FeaturedsnippetURLsthatincludedanexactmatchqueryinthetag
appeared21%moreoftenthanregularresults(STAT)
TagRecommendations TitleTag MetaDescription
Google 66–69characters 275-300characters
Yahoo 67–72characters 176–184characters
Bing 64–65characters 164–190characters
AnvilMediarecommends <65characters 275–300characters
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HowtoRank:AdvancedSEO– MatchGoogleSearchConsoleCTR
datawiththekeywordsforwhichyouhavefeaturedsnippets
– Utilize‘proofterms’liberallythroughoutpage
– Evaluateexistinghigh-performingpages
– Testlesscommonmodifiersthanthe5W’s(i.e.cost)
– Target8thgradereadinglevel– Optimizelower-funnelsearchesfor
purchase– Supportwithapaidsearchcampaign
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VoiceSearch&PositionZero:RankingsRecap
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ExamplesOpportunities for hospitality in voice search & position 0
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WhatisthebesthotelinSeasideOregon?
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WhatisthebesthotelinSeasideOregon?
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TheFutureOpportunities in voice search & position 0
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TheFuture:JustGettingStarted– In2017,24.5millionvoice-firstdeviceswereshipped– Only30-50%ofconversationalinteractionsaresuccessful(VoiceLabs)– Onlyasmallpercentageofvoiceskillsarebrandedtoday
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TheFuture:Commerce&Skills– Expecttoseemorelocalresults,transactionalcommerceandmedia
formatslikeimagesandvideo– Prepareforamultimediavoiceexperience(forAmazonEchoShow)– Morethanhalfofregularsmartspeakeruserswantinformationondeals
andpromotions(Google)– Considercreatingvoiceapps,skillsandAI-relatedproducts
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TheFuture:AdvertisingOptions– AdsarecurrentlybannedonAmazon
Alexaskills,withafewexceptions– Therearenoplanstoadd
advertisementstoAlexa,fornow– Amazonwantsbrandstofocuson
developingskillsthatprovideamoreengagingexperience
– Lookformoreadvertisingonceinstall-basedreached100millionin2020(upfrom20milliontoday)
– Companiescanalsomonetizeskillswithoutadvertisingbyofferingpaidsubscriptionskills
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TheFuture:AdvertisingPerception
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KeyTakeaways:DevelopingaVoiceSearchPlan
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1. StartwithfundamentalSEOandorganicrankings2. Identifyexistingcontenttooptimizeforvoice3. Identifynewcontentopportunities4. Testandrefine5. ConsiderdevelopinganAlexaSkill6. Bereadyforvoicesearchadvertising
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Resources+BonusAppendix
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– BestPracticesforVoiceSearchandPositionZeroOptimizationStrategies– VoiceSearchandPosition0–AreYouReady?– Whatwilladvertisingonsmartspeakerslooklike?– Study:80%ofGoogleHomeresultscomefromsnippets– TypeNoMore:HowVoiceSearchisGoingtoImpacttheSEOLandscape– Howtooptimizeforvoicesearch– Keynotesonoptimizingforvoicesearch:Conversation,contentandcontext– HowVoiceSearchWillChangeTheFutureOfSEO– Howtooptimizefeaturedsnippetsforvoicesearch– HowtoOptimizeforVoiceSearch– AsVoiceHasItsMoment,Amazon,GoogleandAppleAreGivingBrandsaWayIntothe
Conversation– Ranking#0:SEOforAnswers– Howtorankfor‘position0’in3simplesteps:Afeaturedsnippetsprimer– HowToAchievePositionZero:AFeaturedSnippetsGuide– 10WaystoImproveYourChancesforFeaturedSnippets– AIMarketingPredictionsfor2018
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Appendix:SupportingMaterialsMore voice search & position 0 information and sources
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VoiceDAs:GenerationalUse
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VoiceDAs:CommonLocations
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VoiceDAs:CommonUse
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VoiceDAs:UseFrequency
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VoiceDAs:CommonUses
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VoiceDAs:Platforms
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Voice-EnabledDevices:NetElixir
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– Bydevice– Bycategory
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VirtualAssistant:V-Commerce
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SmartSpeakers:Ownership
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SmartSpeakers:MarketShare
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SmartSpeakers:VendorMarketShare
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SmartSpeakers:MarketShare
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SmartSpeakers:GeneralAdoption
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SmartSpeakers:UsagebyDemo
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SmartSpeakers:UsagebyDemo
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SmartSpeakers:AmazonCommerce
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SmartSpeakers:BuyerPenetration
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SmartSpeakers:Shopping
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SmartSpeakers:ProductCategory
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SmartSpeakers:GroceryShopping
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VoiceSearch:BingInvestment
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VoiceSearch:CommonPhrases
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Questions&NextSteps— Ifyouregistered,you’llreceiveacopyofthisdeck— VisitourInsightssectionformoreinformation— Signupforournewsletter&followusonsocialKentLewis President&Founder AnvilMedia,Inc. [email protected]