This document discusses how to optimize content for the future of search marketing with a focus on voice search. It notes that consumers are increasingly asking questions through voice and expecting personalization. To prepare, marketers need to conduct keyword research on long-tail question-based keywords, create content that answers questions directly and ranks for featured snippets, use schema markup to provide structured data to search engines, and optimize their overall online brand presence through various marketing channels. Foundational steps include defining goals, understanding audiences, and mapping the customer journey.
7. for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?
17. In the past, we’ve heard …
The brain processes images
60,000 times faster than text
… so make your content more visual.
#pubcon @katykatztx
18. Now you need to consider …
We can speak 150-160 WPM
but only type 40 WPM
… so people will be able to articulate
their queries more specifically.
#pubcon @katykatztx
19. Voice and image search is going to make
up at least half of searches by 2020.
- Mary Meeker
Screenshot from Recode
20. In one survey, one fifth say they already
commonly use voice activated search.
#pubcon @katykatztx
31. Place your screenshot
here
[Persona Name]
Demographics
∙Age / Gender
∙Salary / Background / Education
∙Location / Family
∙Job Title / Role Details
Goals & Challenges
∙Values / Pain Points
∙Key Metrics for Success
#pubcon @katykatztx
32. 3.
Reach language market fit
Craft your language in a way
that impacts your audience.
#pubcon @katykatztx
33. “∙Do qualitative research into the exact words and
phrasing that your buyers use to describe your product,
service, or category.
∙Talk like your customers!
34. 4.
Map the buyer’s journey
Work through each of the
questions your buyers will face.
#pubcon @katykatztx
36. Awareness Consideration Decision Success
Trigger X X X X
Actions X X X X
Goals X X X X
Pain Points X X X X
Keywords X X X X
Message X X X X
The Buyer’s Journey
#pubcon @katykatztx
37. Once you have a solid
foundation, you can
get technical.
#pubcon @katykatztx
41. for dinner near me?
Is there a dry cleaner
I can trust in
Houston?
Which liquor stores
are open on Sunday?
Which is the best dog
walking service?
How many parks are
close to me?
take me to get
to work?
When will it rain
again?
When is my sister’s
birthday?
Which is the
cheapest cell phone
carrier?
What’s the fastest
route home?
46. The amount of snippets doubled this
year!
- Dr. Pete Meyers, Ranking #0
#pubcon @katykatztx
47. Anatomy of a
“Snippetable”
Post
Key Features
-Short, digestible answer to a question
(or convertible)
-Fact-based logic
-Not easily answered by a dictionary or
wiki
-Fits the 5 Ws and an H
-Semantic relevance
This blog from Hubspot rocks!
#pubcon @katykatztx
50. Schema tools provide the language
for you to communicate the meaning
of the data on your site to search
engines (and AI).
#pubcon @katykatztx
51. There is structured data markup for:
•Articles
•Local businesses
•Restaurants
•TV episodes and ratings
•Book reviews
•Movies
•Software applications
•Events
•Products
Read more on Kissmetrics
#pubcon @katykatztx
I watched a movie from the 90s recently . I’m not going to say which one bc I already have a bad enough reputation with movies as it is. But the photographer got interrupted on the job and practically ruined a wedding. And all I could think is how many bad online reviews he would have gotten now. As a business, you can no longer hide. You have a digital footprint that has the potential to last forever and all you can do is try to influence it. Luckily, there is a lot that you can do to craft an impression for your audience.
Google actually hired people from Pixar and
Hummingbird paved the way for semantic search and user intent.
Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.
Markup helps engines understand if your website is about a drill tool, or a drill dance, or a drill sergeant.