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How Digital Marketers Leverage Schemas to Drive SEO Performance & Voice Search

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The search landscape is ever-changing. Brands and marketers need to catch up and seize the emerging marketing opportunities available today.

Want to know what strategies your business can leverage to be at the forefront of this change?

Discover top search trends, schemas, and how voice search is impacting online opportunities in 2019.

In this presentation, we will share data from schema case studies, discuss strategies for implementation – especially for large-scale enterprise sites – along with digging into Microsoft’s latest voice search research.

Learn how all verticals – tech, banks, auto, hotels, and retailers – are leveraging these technologies to increase growth and sales.

Veröffentlicht in: Marketing
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How Digital Marketers Leverage Schemas to Drive SEO Performance & Voice Search

  1. 1. #SEJThinktank @MilestoneMKTG #SEJThinktank @MilestoneMKTG
  2. 2. #SEJThinktank @MilestoneMKTG #SEJThinktank @MilestoneMKTG
  3. 3. #SEJThinktank @MilestoneMKTG #SEJThinktank @MilestoneMKTG
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  6. 6. #SEJThinktank @MilestoneMKTG • • • • • • • • • #SEJThinktank @MilestoneMKTG
  7. 7. #SEJThinktank @MilestoneMKTG #SEJThinktank @MilestoneMKTG
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  11. 11. #SEJThinktank @MilestoneMKTG
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  13. 13. #SEJThinktank @MilestoneMKTG Results • • •
  14. 14. #SEJThinktank @MilestoneMKTG
  15. 15. #SEJThinktank @MilestoneMKTG 74% more traffic 30-43% more clicks Traffic to pages Click-through on pages
  16. 16. #SEJThinktank @MilestoneMKTG Local promotion started on 6/1/18 Schemas added to website 6/25/18 Paid marketing optimized 7/1/18 Pre-Miles tone
  17. 17. #SEJThinktank @MilestoneMKTG
  18. 18. #SEJThinktank @MilestoneMKTG
  19. 19. #SEJThinktank @MilestoneMKTG • •
  20. 20. #SEJThinktank @MilestoneMKTG
  21. 21. #SEJThinktank @MilestoneMKTG
  22. 22. #SEJThinktank @MilestoneMKTG
  23. 23. Microsoft Advertising. Intelligent Connections. Speakable schema markup Currently available in a beta for news articles — must be part of Google News/Bing News 1 Follow Google News/Bing News guidelines via Google News Producer or Publisher Center 2 Speakable markup for text content only. (Not photo captions or source attributions) 3 Don’t use Speakable on the entire article. Use it for key points. 4 Speakable text should be 2–3 sentences and take no more than 30 seconds to read. 5 The story should be broken up into short sentences.
  24. 24. Microsoft Advertising. Intelligent Connections. Type=Webpage or Article Always SpeakableSpecification Article or Page URL Either xpath or CSS This pulls the xpath title & meta description to be the spoken content Name=Title/Name. (Don’t keyword stuff!) Speakable schema markup on page
  25. 25. Microsoft Advertising. Intelligent Connections.
  26. 26. Microsoft Advertising. Intelligent Connections. Where do the digital assistants pull answers from? Featured Snippets Voice Actions/ Chatbots Knowledge graph/ Answer boxes Directory listings
  27. 27. Microsoft Advertising. Intelligent Connections. Where do the digital assistants pull answers from? Featured Snippets Voice Actions/ Chatbots Knowledge graph/ Answer boxes Directory listings Persona / Chit-chat Responses
  28. 28. Microsoft Advertising. Intelligent Connections. What’s the difference between a circular saw and a table saw?
  29. 29. Microsoft Advertising. Intelligent Connections.
  30. 30. Microsoft Advertising. Intelligent Connections.
  31. 31. Microsoft Advertising. Intelligent Connections. Featured Snippets Paid Ads Organic Listings
  32. 32. Microsoft Advertising. Intelligent Connections. What on-page elements can you impact? Schema mark-up Content Conversational Tone/Voice Page Speed
  33. 33. Microsoft Advertising. Intelligent Connections. Sources: Stone Temple Digital Personal Assistant Study 2018; Backlinko, Voice Seach SEO Study, 2018 Internal Microsoft Data 2018 40% of spoken responses come from featured snippets
  34. 34. Microsoft Advertising. Intelligent Connections. Optimizing for voice search is optimizing for featured snippets
  35. 35. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  36. 36. Microsoft Advertising. Intelligent Connections. Key voice stats from the report Usage 69% of respondents have used a digital assistant. vCommerce (Shopping) Over half of consumers expect their digital assistants to help make retail purchases within the next 5 years. Trust 41% of users reported concerns around trust, privacy and passive listening. Adoption 75% of household will have at least one smart speaker by 2020. Functionality Consumers will not divulge PII (personally identifiable information) without a substantial reward.
  37. 37. Microsoft Advertising. Intelligent Connections. Search is moving from answers to actions.
  38. 38. Microsoft Advertising. Intelligent Connections.
  39. 39. Microsoft Advertising. Intelligent Connections. How are people engaging with voice?
  40. 40. Microsoft Advertising. Intelligent Connections. How are people engaging with voice? 31 3 6 35
  41. 41. Microsoft Advertising. Intelligent Connections. How are people engaging with voice? 52 72 31 3 6 35
  42. 42. Microsoft Advertising. Intelligent Connections. Informational Transactional Navigational @ChristiJOlson #MozCon19 Microsoft Advertising. Intelligent Connections.
  43. 43. Microsoft Advertising. Intelligent Connections. Source: Microsoft/Bing Ads: Consumer Adoption of Digital Assistants and Voice Technology, March 2018. How are people using voice today?
  44. 44. Microsoft Advertising. Intelligent Connections. Source: Microsoft/Bing Ads: Consumer Adoption of Digital Assistants and Voice Technology, March 2018. How are people using voice today?
  45. 45. Microsoft Advertising. Intelligent Connections. 68% of people use voice to ask questions or find a quick fact
  46. 46. Microsoft Advertising. Intelligent Connections. Informational Featured snippet optimization Schema mark-up Knowledge graph answer boxes Conversational tone/language Page speed
  47. 47. Microsoft Advertising. Intelligent Connections. 65% of people use voice to get directions 48% of people use voice to search for a business
  48. 48. Microsoft Advertising. Intelligent Connections. Navigational Own your directory Listings Location optimized on-site content Customer reviews
  49. 49. Microsoft Advertising. Intelligent Connections. Transactional - vCommerce 25% of people use voice to help them make a purchase
  50. 50. Microsoft Advertising. Intelligent Connections. Transactional - vCommerce FAQs Conversational tone/language Voice Action/ Chatbots Product Specific Content Schema mark-up (Voice + Product) Customer Reviews
  51. 51. Microsoft Advertising. Intelligent Connections. Source: Microsoft/Bing Ads: Consumer Adoption of Digital Assistants and Voice Technology, March 2018. Transactional queries and actions provide the opportunity for voice skills and chatbots to assist the assistants. How are people using voice today?
  52. 52. Microsoft Advertising. Intelligent Connections. “Your brand needs to have its own agents that can talk directly to customers and to converse across multiple digital assistants.” –Satya Nadella, Microsoft CEO
  53. 53. Microsoft Advertising. Intelligent Connections. Get the Voice Report: aka.ms/voiceSEJ
  54. 54. SCHEMA: CONNECTS VOICE SEARCH TO YOUR WEB SITE Addres s Locatio n Restauran t Shoppin g Review s Things to do Event s Image s Special s Video s Room s Breadcrumb s Search Visibility: Use Schemas (structured data markup) for your website content to get increased search visibility (rich snippets and traffic). Future of Search: Search is evolving, and voice is a key component of that evolution. Voice: Voice search adoption continues to grow – schemas play an important role in enabling voice search. Get ahead of the competition by adding schemas to your web site. Questions? Contact us: Sales@milestoneinternet.com +1 408-200-2211 Key Takeaways
  55. 55. #SEJThinktank @MilestoneMKTG
  56. 56. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  57. 57. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  58. 58. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  59. 59. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Mining existing query data – in your analytics platforms or log files Filter the queries and keywords by: Question words, first person, permissive phrases, etc.
  60. 60. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Filter through query reports =IF(LEN(TRIM(B2))=0,0,LEN(TRIM(B2))-LEN(SUBSTITUTE(B2," ",""))+1) B2=The cell where the query is Check query length – long tail more likely to be conversational
  61. 61. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Filter through query reports B2=The cell where the query is Identify question words =IF(B2="","", IF(ISNUMBER(SEARCH(“show",B2)),"", IF(ISNUMBER(SEARCH(“how",B2)),“how", IF(ISNUMBER(SEARCH(“what",B2)),“what", IF(ISNUMBER(SEARCH(“where",B2)),“where”, IF(ISNUMBER(SEARCH(“when",B2)),“when", IF(ISNUMBER(SEARCH(“why",B2)),“why", ""))))))))
  62. 62. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Input from the search engines
  63. 63. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Use free tools like AnswerThePublic that aggregates data for you
  64. 64. Microsoft Advertising. Intelligent Connections. Identify questions related to that query 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 2 Use free tools like AnswerThePublic that aggregates data for you
  65. 65. Microsoft Advertising. Intelligent Connections. Optimizing for Featured Snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  66. 66. Microsoft Advertising. Intelligent Connections. Decide how to structure your answer (paragraph, table, list) 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema Paragraph Table Lists (Bulleted) 3 Lists (Ordered)
  67. 67. Microsoft Advertising. Intelligent Connections. Decide how to structure your answer (paragraph, table, list) 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema 3 Data Source: SEM Rush, Featured Snippet Study, 2018
  68. 68. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  69. 69. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  70. 70. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + Fast Loading Pages + Schema
  71. 71. Microsoft Advertising. Intelligent Connections. Optimizing for featured snippets 1 Find queries where you are currently ranking in the top 10 2 Identify questions related to that query 3 Choose how to structure your answer (paragraph, table, list) 4 Provide a straight forward answer that adds value 5 Write the answers so it sounds natural when spoken aloud 6 Think about character count – does it fit on a mobile screen? 7 Make it easy to find – SEO best practices + fast loading pages + schema

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