What’s coming next in content marketing? Voice-activated search! Semantic search is the future for search engines, and people search for topics using questions. In this presentation, you’ll learn voice basics and the specific things you need to do to get your content ready to drive more patients to your website and your services using voice-activated search.
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Build your "Skills": Getting your Content Ready for Voice and Chatbots
1. Build your “Skills”:
Getting your Content
Ready for Voice and Chatbots
Ahava Leibtag, President
Aha Media Group
2018 #MCSMN Annual Conference
November 15, 2018
3. Issues
1. Intent: What is the piece of information the person really
wants to know?
2. Context: What are they doing?
3. Assumptions: What does the VAD think we know?
4. Prosody: How many different pronunciations, rhythms and
tonality does the VAD need to anticipate?
5. Visual: There’s a complete lack of GUI
4. The Why & When of Voice
• Accuracy: Google’s voice recognition has reached 95%
accuracy, the same as a human listener.
• Frequency: More than 40% of adults use voice search at least
once per day.
• Some bad news: According to Voice Labs: Once a user enables
a voice app, there’s only a 3% change that they’ll be an active
user by the second week
http://www.ncvs.org/ncvs/tutorials/voiceprod/tutorial/quality.html
https://www.kleinerperkins.com/perspectives/internet-trends-report-2017
https://edit.co.uk/blog/locationworld-2016/
@ahavaL | #MCSMN
13. Vocabulary
• Virtual assistant: A cloud-based service that understands
voice commands and completes tasks
• Apps: Third-party applications called “skills” or “actions” that
help virtual assistants
14. The Big 4 Assistants and Their Search Engines
@ahavaL | #MCSMN
17. Front end/Back end
Content/SEO considerations
Keyword research
Questions and answers
Featured snippets
Context
Conversational tones
Dialects
Length
Back-end considerations
Structured data
(www.schema.org)
Speed and security
(HTTPHTTPS)
Mobile optimization
Best practices for SEO
@ahavaL | #MCSMN
19. Content that ranks highly in
desktop search is also very likely to
be used as a voice search answer.
75% of voice search results are
from the top 3 desktop results.
Source: https://backlinko.com/voice-search-seo-study
24. Keyword Research
1. Long tail keywords are very important
2. Look at competitors whose content is inside of featured snippets
3. Think about keywords in terms of:
• When?
• How?
• What?
• Who?
38. Your content considerations
• SEO: You must focus on structured content that communicates
meta data to the search engines
• Write the way people talk: Think conversationally but still on-point
for your brand (for your answers, not their questions)
• Formulation: Context needs to be paramount
• Length: It has to be short and quick, or it won’t work in a voice
world
• Elocution: Need to think about how people actually speak
• Information satisfaction: Did the user get the information they
wanted?
Source: https://medium.com/swlh/how-to-prepare-your-website-for-
voice-search-2e35f0c3d290
@ahavaL | #MCSMN
42. Why structured data?
1. Hello. It’s the future.
2. Communicate key information with search engines
3. Boost content visibility
4. Reach target audiences
5. Use can also now use the markup “speakable”
Source: Search Engine Land, Why does structured data matter for SEO? 10/19/18
@ahavaL | #MCSMN
44. Final checklist for voice
Content/SEO considerations
Questions and answers
Featured snippet
Write conversationally
Consider the way people
speak regionally
Keep it short
Think context
Back-end technical
considerations
Structured data
(www.schema.org)
Speed and security
(HTTPHTTPS)
Mobile optimization
Follow best practices for
SEO
@ahavaL | #MCSMN
46. Chatbot Flows
• The Golden Path (The Happy Path): the designed intent or the
main purposes of your product
• Error Paths: Can the bot recover when it doesn’t understand or
receive input?
• Escalate to Customer support: Should a human agent take
over?
• Linking to Accounts and Other Platforms: How do you need to
integrate with other services? Examples include purchase, add
to shopping list, message someone, call someone
@ahavaL | #MCSMN
48. Other Chatbot Considerations
• Use chunking to aid comprehension
• Use shorter responses
• You don’t want to ask a question where someone can say no
• Quick replies: buttons at the end that anticipate what the
user may want
• Take advantage of web links
@ahavaL | #MCSMN
49. Business considerations
1. Is our audience typically made up of early adopters?
2. Do we make our content experience valuable and
contextually relevant to users?
3. Do we know what to expect from our efforts and how will
we evaluate those successes?
Source: https://contentmarketinginstitute.com/2018/10/voice-activated-technology/
51. Health Guidance by VOICE
Video Link: https://www.dropbox.com/s/w9xcxakwgahxmvv/Alexa_MC_FirstAid_Burn.mp4?dl=0@ahavaL | #MCSMN
52. Health Guidance by CHAT BOT
MEET MOLLY…
Molly is a nurse avatar developed
by Sensely ― an empathy-first
patient engagement platform.
@ahavaL | #MCSMN
53. More About Molly
Molly leverages Mayo Clinic
content to assess patients and then
direct them to the most
appropriate level of care such as:
– Self care
– Clinical advice
– Scheduling an appointment
– Nurse line (telephonic)
– ER direction
@ahavaL | #MCSMN
Capture long-tail keywords, make it easy for the search engines to find natural language questions and answers
Guidelines for adding structured data to the site
Key message:
Back to the Amazon Alexa skill – here’s a brief video to help you better understand how it works!
https://www.dropbox.com/s/w9xcxakwgahxmvv/Alexa_MC_FirstAid_Burn.mp4?dl=0
Key Messages:Now, for the chat bot solution from Mayo Clinic and Sensely…
Mayo Clinic recognized that there are many moments where people may need NON-EMERGENT health guidance but who may not have a voice-enabled device.
So, to round out the opportunity to reach people WHEN and WHERE they need it most, we decided to collaborate with SENSELY.
Sensely intelligently connects people with clinical advice and services, enhancing access without compromising empathy.
Key Messages:The roots of the Sensely / Molly offering are in the self-service triage algorithms that were developed by – and have been in practice by -- Mayo Clinic (primary care) physicians and nurses for the past 15+ years.
The solutions offers PERSONALIZED QUESTIONS AND CONTENT based on user-reported data inputs.
All of the assets are structured to allow for flexible use and multi-channel delivery.