brightonseo conference: yext discussion on voice search and schema

  Chris(an  J.  Ward,  EVP,  Yext

@wardchris(anj

How  to  Speak  Search  Engine   Brighton  SEO

Search  Engine?

•  Today  we  are  going  to  discuss  Search  Engines •  Google  executes  more  than  2  trillion  searches/year

•  Speaking  “Search  Engine”  is  the  key  to  success  as  content  and  digital  marketers

•  Where  is  this  all  going?

•  But  first…  a  brief  recap  of  recent  events

More  than  half of  all  searches  now  occur  on  mobile  devices

Loca%on  search  on  mobile  is  growing

more  than  50%  faster than  mobile  search  as  a  whole

30%  of  all  searches are  related  to  loca(on

76%  of  “nearby”  mobile  searches result  in  a  business  visit  

28%  of  “nearby”  mobile  searches result  in  a  purchase  

What  is  a  Search  Engine?

1.  Searcher  (Human)  

2.  Search  Engine  (Machine,  mostly)  

3.  Source  (Human,  mostly)  

Poten&al  answers  

Link  to  the      Selected  Answer  

Do  You  Speak  Search  Engine?

When  we  think  about  speaking  with  a  machine  or  a  computer,  we  think  of…

Ar(ficial  Intelligence  

But  Really…

Content  Blogs  Ad  copy  Featured  arDcles  Webpages  Product  write-­‐ups  Menu  blurbs  Services  Lists    Unstructured…    

YUCK!  

Tombstone

Movie? City? Headstone? Prospectus? Pizza? Comic  Book? The  Googoo  Baby  is  very  confused!!!

How  Do  You  Get  Here?

Feed  the  Google  What  it  Wants  to  be  Fed!  

Why  is  This  Ge`ng  More  Important?

1.  Searcher  (Human)  

2.  Search  Engine  (Machine,  mostly)  

3.  Source  (Human,  mostly)  

Poten&al  answers  

Link  to  the      Selected  Answer  

One  Great  Answer  

Sundar  Pichai  said  during  his  keynote,  

“It’s  not  just  enough  to  give  [users]  links  —  we  really  need  to  help  them  get  things  done  in  the  real  world.”

Pichai  noted  that  Google  has  been  “laying  the  founda(on  for  this  for  

many,  many  years.”  This  has  led  Google  to  develop  an  end-­‐to-­‐end  

solu(on  that  means  customers  

NEVER  HAVE  TO  OPEN  AN  APP  OR  VISIT  A  WEBSITE.

What  do  you  see?  

Ellen  Langer,  Mindfulness  

By  adding  the  slightest  definiDon,  the  paUern  becomes  confident  

How  Much  Proof  Do  You  Need?

-­‐  Searchmetrics,  2014  

Schema

“Over  10  million  sites  use  Schema.org  to  markup  their  pages  and  email  

messages.”

Which  basically  means  Wal-­‐Mart  uses  it.  

Really?  10  Million?

We  passed  One  Billion  Websites  in  September  of  2014,  and  its  closer  to  1.08B  today  

10,000,000  /  1,080,000,000  =  .926%  

Nice  work,  everyone!  <  1%  

There’s  a  Good  Reason  for  This

LAZINESS

Schema  Example:  Restaurant

GreatFood  4  stars  -­‐  based  on  250  reviews  1  Madison  Ave  New  York,  NY  10010    LaDtude:  40  deg  44  min  54.36  sec  N  Longitude:  73  deg  59  min  8.5  sec  W    (408)  714-­‐1489  www.greacood.com    Hours:  Mon-­‐Thu  5pm  -­‐  9:30pm  Fri-­‐Sat  5pm  -­‐  10:00pm    Categories:  Middle  Eastern,  Mediterranean    Price  Range:  $$    Takes  ReservaDons:  Yes  

Schema  Example:  Lat  /  Long

Best  Prac(ces  Are  Evolving

•  As  recently  as  January,  Google  offered  a  soluDon  to  in-­‐line  markup  

•  Create  the  enDre  markup  and  add  it  to  the  header  or  footer  of  the  page  

•  Be  careful  to  address  visible  page  elements  

•  Schema,  it’s  use,  and  the  taxonomies  are  evolving  constantly!  

Back  to  Tombstone

Q:  “Alexa,  What  is  a  Tombstone?”  A:  “A  headstone  or  gravestone  placed  over  a  grave.” Q:  “Alexa,  Is  Tombstone  a  movie?”  A:  “No,  a  gravestone  is  not  a  film.”

Q:  “Alexa,  is  there  a  movie  called  Tombstone?”  A:  “Yes,  there  is  a  film  called  Tombstone.”

Q:  “Alexa,  can  you  order  me  a  Tombstone  pizza?”  A:  “I  didn’t  see  that  in  your  past  orders,  so  I  added  a  Tombstone  pizza  to  your  shopping  list.”

Mary  Meeker’s  2016  Internet  Trends  Report

Vocal  &  Local •  1  in  5  android  searches  on  mobile  app  in  USA  are  voice  searches  

•  Google  voice  search  queries  are  up  35x  since  2008  and  up  7x  since  2010  

•  65%  of  smartphone  owners  now  use  voice  assistants,  up  from  30%  in  2013  

-­‐  KPCB  Internet  Trends  Report,  2016  

100+  Loca(on  Data  

Fields

Name Address  1  &  2 Sublocality Display  Address Address  Visible City State Postal  Code Country Main  Phone Categories La(tude Longitude Closed  Flag Special  Offer  Special  Offer  URL  Business  Hours Holiday  Hours

Descrip(on Website Website  Display  URL Emails Payment  Methods Logo Photos YouTube  Video  URLs Menu  Products  Events  

                   Bios  Addi(onal  Hours  Text Addi(onal  URLs Alternate  Phone Mobile  Phone Fax Toll-­‐Free  Number Twiper  Handle

Facebook  Page Year  Established Associa(ons Special(es Brands Languages Keywords Apribu(on  Logo/URL

This  Isn’t  Easy,  But  It’s  CriDcal  

What’s  the  ROI? Ever  get  asked  this?

“Hold  on,  let  me  Google  that  for  you…”

@wardchris(anj

Thank  You!