Affiliate summit 2020 june

we put you in front
of your customer
Hey Siri, Show Me Easy-To-Implement
Strategies To Optimize My Site
For Voice Search
MilestoneOverview | May2020
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg

Confidentialwww.milestoneinternet.com | 1-408-200-2211 This document is confidential
CMS
Schemas
AMP
FAQs Manager& Voice Search
Local &
Reviews
Insights
Analytics
Milestone PresenceCloud
Design & UI
Content
Marketing
SEO
PaidMedia
Local
Analytics &BI
OmnichannelServices
Wehelpyou organize and amplify your digital information to reachtheright audience.
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
PRESIDENT & FOUNDER, MILESTONE, INC

Confidentialwww.milestoneinternet.com | 1-408-200-2211
VOICE SEARCHISALLABOUT-SINGLE RIGHTANSWER
“ When will Disneyland open”
“Are restaurants open in orange” county?
Google Assistant Apple Siri Amazon Echo
Voice search implies
“single right answer”

SEARCH ENGINE EVOLUTION
ANSWERING QUESTIONS & UNDERSTANDING
HUMAN INTENT IS KEY TO WINNING

SEARCHHASEVOLVED
TEXT
DRIVEN
2008 2020
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Relevant &
precise results
Understand
Long Tail (FAQ)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
FIGHT SPAM ENHANCE UX
FAQ
EAT

CONSUMER GOOGLE
ALEXA
SIRI
CORTANA
HOWVOICE SEARCHWORKS? –MUSTHAVESHOULD BETHERE
* Assumes mobile responsive website and optimized for schemas and speed
CONTENT FROM
VARIOUS DIGITAL
ASSESTS TRIGGERED
THROUGH VOICE
ACTIONS

6STEPS TOVOICE SEARCH
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNOLOGY
(MOBILE FIRST, SPEED,
HTTPS, SCHEMA,AMP, PWA)
PROMOTION
VOICEACTION
OPTIMIZATION
MEASURE IMPACT 6
5
4
3
2
1

ASMARKETSRECOVER, WEARESEEINGANEWNORMALEMERGE
“open hotels” search query
Source: Google Trends search query data on Travel sector
Pent up demand in 30 days
Open hotels
Family hotels

AMISOLVING
PROBLEMS FOR MY
CUSTOMERS?

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
CUSTOMER BEHAVIOR
Audience is looking to travel to drive by locations and
prefer local attractions nearby
*Date Range – April 1 to 28 May 2020 vs Dec 1 2019 – 31 Jan 2020
Mobile is driving more awareness, but desktop usage has
increased in last couple of months to drive conversions
Primarily audience is exploring travel via generic and non-
brand queries with emphasis on safety & hygiene
People are spending lot more time online and there is a
surge in demand for special packages for travel.

DISCOVERABLE DIGITALASSETS
CONTENT, DESIGN, SCHEMA
ANSWERING QUESTIONS IS KEY FOR DRIVING VISIBILITY

PEOPLEARELOOKING FORINFORMATION TOTRAVEL
When will
Disney land
open?
Is it safe to go to
half moon bay
beach now?
What are the
current travel
restrictions?
Majorly people are
looking to travel to drive
by locations
Significant interest in
knowing when local
attractions will be open
Lot of queries are with
respect to safety for
travel
Searches are mainly focused on
local hotels, attractions, places
and things to do.
• Open/safe hotels nearby
• Beaches
• Theme parks
• Wineries
• Restaurants
• Bars etc.
Are restaurants
open in orange
county? What?
When?
Are?
what beaches are open in California bay
when is Disneyland opening back up
are restaurants open in orange county
ca
Qs?

COVID-19CRISIS-RECOVERY-GROWTHSTRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
3. Ensure local listings & maps are updated
4. Start developing new content
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale Paid Media presence
3. Leverage Prospecting and Look-alike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of Paid Media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize Mobile with AMP and superior navigation
5. Amplify omnichannel efforts with Email
13

RECOVERYFUNNEL
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visibility, presence
Visits and Traffic

YOURMESSAGING–SAFETY&TOGETHERNESS
In-room hygiene, concerns with dining and safe things to
do in the city should be addressed on the home page by
showing clean amenities, safe dining options and FAQs
about the city and the facility.
Is the hotel restaurant
open for delivery ?

MARKUPEVERYTHING
Expected Impact – 20-30% increase in Organic Search Traffic
HOTEL
brand
photos
logo
starRating
(implemented
incorrectly)
aggregateRating
containsPlace
hasMap
Address
Phone
Fax
amenityFeature
Review
sameAs (social
URLs)
aggregateRating
itemReviewed
ratingCount
reviewCount
containsPlace
Dining
Spa
event
e.g. FoodEvent,
ComedyEvent etc
Review
author
reviewBody
itemReviewed
bestRating
worstRating
ratingValue

ZEROCLICK,VOICESEARCHRESULTSISABOUTPROBLEMSOLVING
Find ways to make sure your brand offers what searcher seek out
@MILESTONEMKTG
Does the hotel
Nikko have a
pool?

NEWCONTENT: ZERO-CLICK ISAMAJORTREND;
USEFAQS&VOICE SEARCHTOINCREASE VISIBILITY
18
Recovery-stage FAQs complement evergreen FAQs
Use online and offline sources to identify
questions your customers have

FEATURED SNIPPET MUSTHAVE
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

Voice Search
Visual Search
Image Search
Entity Search
@MILESTONEMKTG
FOLLOW BESTPRACTICES FORSEARCH

YOUR DOMAIN MUSTHAVEFORVOICE
AUTHORITY:
Consistent qualitative
Links & Citation
1
TECHNICAL SEO:
Indexability and
Crawlability
2
RELEVANCY:
Relevant, Fresh &
Conversational
3
SPEED
and Mobile first4
CLICKABILITY:
Entities, UX, Layout,
Structure, Images
5
As a business we need to
create strong EAT -
Expertise, authority and
trust (EAT)

VOICESEARCHCLASSIFICATION
Hyper Local Open Internet
Curated
Assistant
Authenticated
Assistant

VOICESEARCHFORLOCALINTENT–NEARME,MOBILE,LONGTAIL
(Apple,Alexa, Bing) (Google Home,Assistant)
What is the address …..?

ACCURATEDATATOVOICE 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

LOCALLISTINGSANDKNOWLEDGE PANELS HAVEHIGHVISIBILITY
If you do not control your local listing or knowledge panel,
Google may crowd source information from users
26

CONSISTENT INFORMATIONACROSSALLCHANNELS
PAID
SOCIAL
REVIEWS
WEBSITE
LOCAL
LISTINGS
LOCAL
SEARCH
GROUP
TOOLS
YOUR BUSINESS
INFORMATION
MENUS

COVID 19-ATTRIBUTES ENHANCEMENT&DISTRIBUTION
1. NEW HOURS OF OPERATION 2. NEW SERVICES OFFERED SPECIFIC TO COVID19 3. UPDATED BUSINESS DESCRIPTION
4. FAST DISTRIBUTION OF INFORMATION ACROSS CORE CHANNELS

CREATEACTIONSAND
SKILLS
(digital assets, voice search compatibility)

HOW-CREATINGACTIONS &SKILLS WORKFLOW
Create your
project
Set up
invocations Build actions
Set up intent &
training
phases
Test with
simulator
Link to
Domain
Release
Promote
Measure &
Analyze

DISCOVERY –PROMOTE THROUGHACTIONS DIRECTORY

MULTIPLE WAYS TOCONNECT&CHATWITH CONSUMERS
FAQ's generating
Featuredsnippets
Create voiceactions
AIChatbots
Local:Answer userqueries&
publishcuratedQ&As

MULTIPLE WAYS TOCONNECT&CHATWITH CONSUMERS
Facebook chat with us
Website chat
Knowledge Graph Chat
Hundreds
of ways to
chat with
visitors

CURATIONANDAUTHENTICATION -FAQSTOBUILDBOTSANDADD
TOYOUR WEBSITE FORVOICE
COLLECT
FAQs
TRAIN
AGENT
REVIEW &
RESPOND
RELEASE/
PUBLISH
TRACK
CHANNEL INTEGRATION – CMS/WEBSITE/GMB/
*Respond can be add / edit / ignore / delete

KEYTAKEAWAY-VOICE SEARCHMUSTHAVE
CONVERSATIONAL
CONTENT
DESIGN & UI
TECHNICAL /DOMAIN
MUST HAVE
(SPEED, HTTPS,AMP, PWA)
PROMOTION
VOICEACTION OPTIMIZATION
MEASURE PERFORMANCE 6
5
4
3
2
1
#SMXInsights
QUESTIONS?@Benuaggarwal

PLEASE JOIN USATOURNEXTWEBINAR
https://www.milestoneinternet.com/resources/webinars

ANALYTICS
QUERIES ON
MOBILE
FAQs,
CLICKS,
POST
SEARCH
ACTUAL
CHATBOT
CONVERSATION
S
ANALYTICS
FROM ACTIONS

CONVERSATIONALCONTENTANDDESIGN –LEADSTOSERPS
1."Quality conversational content
” than “keyword-rich content”
2.Add FAQs, conversational &
long tail content and entities as
part of your content strategy
3. Speed and Mobile

Affiliate summit 2020 june

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