5. Confidentialwww.milestoneinternet.com | 1-408-200-2211
WHENDOPEOPLE USEVOICE SEARCH?
Driving
Doing another activity
Watching TV
Working
Cooking
Exercising or walking
Showering or using the bathroom
With family or friends
In bed
52.8%
21.3%
7.5%
7.4.8%
5.5%
2.6%
2.3%
0.4%
0.2%
#MILESTONEMKTG
6. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWDOES ITWORK?VOICE SEARCH
“What is the best hotel to stay at in Chicago…”
“Where do I buy a chain saw?”
“Where is my nearestATM?”
“When does the New York Moma Close?”
Google Assistant Apple Siri Amazon Echo
Voice search implies
“singleright answer”
#MILESTONEMKTG
11. Confidentialwww.milestoneinternet.com | 1-408-200-2211
HOWTOCREATECONTENTFOR INFORMATIONAL?
Where is Playa del
Carmen 5th Avenue
parking?
What are the best
Playa del Carmen 5th
Avenue restaurants?
?
What are the best
Playa del Carmen 5th
Avenue clothing
stores?
Brightedge
MOZ Keyword Explorer
Ahrefs or Moz
keyword explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Questions capture voice and
natural search queries
Answers are rich,
informative, and solve a
problem
Generates answer boxes on
SERP
KEYWORD TOOLS
#MILESTONEMKTG
12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CREATECONTENTFOREVERYSTAGE OFTHEJOURNEY
Transactional IntentNavigational IntentInformational Intent
Goal: Provide expertise &
a positive shopping
experience
Goal: Convince user to
make a purchase
Goal: Attract wider users
that are unfamiliar with your
brand
what, why, and how? “About business” “Buy, book, convert”
Informational Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Guides
How-tos
Tools
FAQ
Store locations
Services
Press releases
Customer service info
Videos
Product information
Comparisons
Product stories
I WANT TO KNOW I WANT TO GO I WANT TO DO
#MILESTONEMKTG
15. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Home
Location Rooms
Overview
King Guest
Room
2 Double Bed
Guest Room
Services
Overview
Business
Traveler
Dining
Overview
Dining at
Seaport
In-Room
Dining
Area
Restaurants
Private Dining
Meetings &
Events
Overview
Venues
Services
Planning
Things to Do
Overview
Shopping
Family Fun
Museums &
Culture
Sports
Business
Specials
Overview
E-Map Contact Events Photos Business Traveler Reviews
Create Topical Content
on Home Page
PRIMARY
NAVIGATION
SECONDARY
NAVIGATION
KEY
LINK PAGE
CONTENT PAGE
SPECIALS
FORM PAGE
MAP PAGE
ROOM PAGE
BLOG PAGE
GALLERY PAGE
EVENTS PAGE
Each answer clicks into
the related page to
build out the complete
topical intent
FAQ
FAQ FAQ FAQ FAQ FAQ FAQ FAQ
SITE ARCHITECTURE&CONTENT -
MOBILE ANDVOICE SEARCH
#MILESTONEMKTG
16. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH VOICE SEARCH
#MILESTONEMKTG
CONTENT–CONVERSATIONAL, INFORMATIONAL
HOME THINGS TO DO
TRAVELER’S
INSIGHTS
STAFF
TIPS
MOBILE EXPERIENCE
17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
ADDRELEVANTANSWERS FOR INFORMATION QUERIES
ANDADDSCHEMA'S
TRAVEL INSIGHTS (FAQ) ON HOME STAFF TIPS ON THINGS TO DO
47 sessions started directly from FAQ pages
11,000 Impressions justfromFAQs
27 Clicks
23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 #MILESTONEMKTG
PRECISEANDRICHANSWERS LEADTOVPOSITIONING
Empire State Building
height – Keyword
Search
“How high is the
Empire State Building
– Natural
Language”
Focus on long-tail
keywords and natura
l
language that matche
s conversational
tone
Content should
include long-tail
queries: Why, What,
How, When
Featured Snippet
get read aloud during
voice results
Topical content with
FAQ works well
Armed with your persona boards, we can help you create a content strategy for each step of the customer journey
You want to target consumers in the dream, plan, book and experience phases using content that is RELEVANT for that step
Get Scarlet and see if I can get main questions
KW Tools:
MOZ Keyword Explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Especially important with Dillard’s partnership
This content can produce significant SEO benefits, increase user experience, and increase the brand reach if these content pieces are more visible, can easily be shared, and are connected to relevant areas on the website
Increasing visibility starts with the “The Jewelry information page”, which will be the content hub for How To & Tips, Guides, videos, and other services.
This hub provides a centralized location for content that is commonly searched for by users on JA’s site and on Google.
Objective:
Become go-to, authoritative resource on topics
Supplementary content hub
How To’s, Tips, Guides, and Informational Content
Content can be re-purposed across site
Content hub makes it easier for users to find content
Travel Insights
Question and answer appears with a “FIND OUT MORE” link.
Five questions based on SERP opportunity and relevancy to business and user
Answers are more conversational and most clear and direct to address query
Each answer clicks into the related page to build out the complete topical intent
Staff Tips on Things to Do
H1 follows the call to action from the question clicked on the home page
Intro paragraph elaborates more on the short answer
Staff Tips displays related questions to the home page question
Overviews and related questions build out the page and becomes a topical hub
Find out more has links that anchors to other sections of the page that are related to the question
Slide fixing
This image
Rise of voice search
Position 0 can returns high conversions –
114% CTR
Optimized for conversational queries & question search
long-tail keywords and natural language that matches conversational tone
Engages with helpful information and solves
Authoritative and experience driven content yields higher CTR
Rich answers for 0 position on SERP
Set up
Invocations
Build Actions using Dialog Flow
Set up Intent and Training phrases
Test
Release
Analytics