From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Optimizing Content For Voice Search & Virtual Assistants. PRESENTATION: Optimizing Content For Voice Search & Virtual Assistants - Given by Tony Edward, @tonyenyc - Elite SEM, Senior SEO Manager. #SMX #32A
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Optimizing Content For Voice Search & Virtual Assistants By Tony Edward
1. #SMX #32A @TonyENYC
Tony Edward â Sr. SEO Manager, NYU Adjunct Instructor
Optimizing
Content For Voice
Search & Virtual
Assistants
2. #SMX #32A @TonyENYC
â˘âŻ Conversational search consists of phrases, questions and
sentences not single keywords.
â˘âŻ This is directly integrated into Googleâs Direct Answers/Rich
Results
â˘âŻ Devices such as Amazon Echo, Siri, Google Voice Search are
training users to search in a conversational way
How Humans Speak
4. #SMX #32A @TonyENYC
ß⯠Build in-depth content that answers commonly asked questions
around your brand, services, products etc. Who, What, When,
Where, Why, and How.
ß⯠Leverage Structured Data Mark up depending on the content
type. Schema Article, Person, Organization, Product, Recipe etc.
ß⯠If youâre not already an online entity, begin the process to get to
this position. Having a brand Knowledge Graph is helpful.
How To Optimize For Voice Search
5. #SMX #32A @TonyENYC
â˘âŻ Customer Service â Start data mining commonly asked
questions from customers via call centers, email and live chat.
This includes brand and generic questions.
â˘âŻ Third Party Tools â Leverage tools that aggregate search engine
auto search suggestion topics.
§⯠Answerthepublic.com
§⯠Ubersuggest.io
Content Ideation
7. #SMX #32A @TonyENYC
Content Structure
â˘âŻ Ensure content is structured well using headers, bulleted or
numbered lists etc. if possible
8. #SMX #32A @TonyENYC
â˘âŻ Schema Markup is very important to make your content more
crawlable and increase the potential for rich snippets and rich
cards to be generated.
â˘âŻ Article content marked up with Schema Article, News or
BlogPosts have the potential to appear in Google Content
Carousels
Structured Data
9. #SMX #32A @TonyENYC
â˘âŻ Being an online Entity and having a brand Knowledge Graph
deďŹnitely helps your chances of appearing in direct answers/rich
results.
Online Entity
11. #SMX #32A @TonyENYC
Plex.tv
The Problem
â˘âŻ Media Server Software/Application
â˘âŻ There is another company also named Plex in
the technology industry
â˘âŻ Wanted to distinguish itself from the other
company
â˘âŻ They were not an online entity. No Knowledge
Graph
12. #SMX #32A @TonyENYC
Plex.tv
The Solution
â˘âŻ Launched a campaign to help the client become an online
entity
â˘âŻ Expanded their existing Wikidata.org proďŹle
â˘âŻ Implemented Organization Schema Markup highlighting their
Wikipedia proďŹle, Wikidata proďŹle, Site URL, Site Name, Social
ProďŹle links etc.
16. #SMX #32A @TonyENYC
Plex.tv
Conversational Content Expansion
â˘âŻ Helped Plex integrate content topics that answers commonly
asked questions into their content calendar
â˘âŻ Provided guidelines for structuring content with headers,
bulleted lists etc.
â˘âŻ Provided recommendations to leverage Schema Article
Markup
17. #SMX #32A @TonyENYC
TimberTech
The Problem
â˘âŻ Develops outdoor living products such as
decking, railing etc.
â˘âŻ Has resellers and third party sites that carry its
products such as Home Depot, Lowes etc.
â˘âŻ Wants to own all brand related searches and
appear for questions around its product types.
â˘âŻ Not currently an online entity
18. #SMX #32A @TonyENYC
TimberTech
The Solution
â˘âŻ Launched a campaign to help the client become an online
entity
â˘âŻ Created Wikidata.org proďŹle & implemented Organization
Schema Markup.
â˘âŻ Began developing content around commonly asked questions
about the brand, outdoor living, decking, railing etc.
Leveraging Schema Article Markup as well.