Voice Search and SEO and how it will impact your business. Leeds Digital Festival

1. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
How voice search will impact
businesses within the next 3 years
Jonny Ross @jonnyross @fleek_marketing
April 2018 #LeedsDigi18 @LeedsDigiFest

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Introductions

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Survey Results

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Devices Owned?

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How would you rate you
experience of voice search?
• Highest was 8 out of 10, lowers being 1
• Average was 4 out of 10!

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Personal Assistants &
Artificial Intelligence

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The Big Picture
• Huge rise in SERP Features
• Rise in instant answers
• Intent is playing a much bigger part
• Speed and usability more important than ever
• Unreliability of google data
• Voice search
• Machine learning

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“There are over one
billion voice
searches per month”
– Alpine.Ai (Jan 2018)

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25% of searches on Windows 10
taskbar are voice - IBM Jan 2018
72% of people who own a voice-activated speaker say that their
devices are often used as part of their daily routine - Google survey
The echo Dot was the
best selling product
on all of Amazon in
the 2017 holiday
season - Techcrunch

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Voice recognition can work 3x
faster than people can type

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How do people use it?

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“Voice searches will
account for 50% of
all searches by 2020”
– ComScore

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This is only going to become bigger
and more connected
Digital assistants, bots, machine
learning and artificial intelligence

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Position ZERO

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Paragraph (63%)

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Lists (19%)

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Tables (16%)

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Position ZERO
• Can give/include
–Branding
–An Image
–Clicks

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One big difference
How we speak and how we
write is totally different
This is about conversational
content

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Examples
• red lobster
• best restaurants
Manchester
• best digital camera
• Show me images of a
red lobster
• Hey google, where is
the best place to eat in
Manchester?
• Alexa, where can I find a
waterproof video
camera that works with
Facebook Live?

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Google AI has
been reading
3000 romance
novels to
improve its
conversational
search ability

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How to win at this?

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1. Still about the basics
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular

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On Site
• Keywords
• Content
• Technical Aspect
• Usability

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Off site
• Relevancy
• Links
• Reviews
• Reputation

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2. Not mobile first
but MOBILE full stop!

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3. Longer tail keywords
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question
Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box

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4. Use words like
• Who
• What
• Where
• How
• Best way to
• How to
• What is the best

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5. Set up FAQ pages

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6. Use Schema
Structured Data, Rich Snippets, Mark up,
Featured snippets, Microformats, Microdata,
RDF’s

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Examples of Schema
For Paragraphs
<h2>QUESTION</h2>
<p>ANSWER</p>
</div>
For Lists
<h2>QUESTION</h2>
<ol>
<li></li>
<li></li>
<li></li>
</ol>
</div>

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Examples of Schema
• Reviews
• Organisation
• Local Business
• E-commerce
• Events
• Recipes
• Jobs
• News sites

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7. Incorporate intent

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8. Optimise for local
• 22% of voice search is for local intent, capture
“near me” search
– Highly optimised and verified google business
page
– Reviews
– Local business schema
– Use local extensions in AdWords
– Photographs on google business page
– Local Links

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Position ZERO
• There currently can only be one
winner
• Anyone not doing anything will loose
out
• Limited time only – google will
monitise this

45. @jonnyross @fleek_marketing @ LeedsDigiFest #LeedsDigi18 in/jonnyross
Challenge me?
Does anyone want to challenge me, does anyone think this is all
a load of nonsense?
Find me online
@jonnyross @fleek_marketing #LeedsDigi18
LinkedIn /in/jonnyross