optimising content for voice search & virtual assistants

#SMX #21A3 @PeteCampbell

Pete Campbell, Managing Director, Kaizen

Optimising Content forVoice Search & Virtual Assistants


PETE CAMPBELL

/ KAIZEN

• Founder / Managing Director of Kaizen

• Content-led visibility powered by in-house tech

• Specialist team of Coders/Designers/Marketeers

• 2 award wins, 5 nominations in 2016/17

• Pete built his first website at 11, first grey hair at 28

• Running his 1st marathon this weekend (#brag)

• Proud owner of an Amazon Echo Dot


kaizensearch.co.uk/voice-search/

DOWNLOAD THE SLIDES


30 YEARS AGO APPLE PROPHESIED

A VISION OF AI ASSISTANTShttps://youtu.be/9bjve67p33E?t=1m20s

https://youtu.be/9bjve67p33E?t=1m20s


EXPECTATION


EXPECTATION REALITY

#SMX #21A3 @PeteCampbellCredit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you


NARROW AI


PERSONAL ASSISTANTS


GOOGLE IS NOT OK


GOOGLE IS NOT OK

GOODBYE SIRI


GOOGLE IS NOT OK

GOODBYE SIRI

ALEXA, HELLO


AMAZON’S BEST SELLING PRODUCT IN 2016

5M+ ECHO DEVICES SOLD SINCE LAUNCH

61%

92% 95%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Siri OK Google Alexa

User

Sati

sfa

cti

on

by D

evic

e

Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users


User Provides Query

Voice API Converts to

Text

AI Performs Query

Search Results

THE PROBLEM WITH VOICE SEARCH TODAY


X X User TypesQuery

Search Results

User Provides Query


Text

AI Performs Query

Search Results

IS THAT IT’S NOT MUCH DIFFERENT FROM TYPING


User Provides Query


Text

AI Performs Query

Search Results

User ProvidesCommand

AI Structures Request to 3rd

Party API

Action & Response

X

VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE

X X User TypesQuery

Search Results

“Order a Pizza” Brands API #diet


HOW OWNERS ARE USING ECHO

Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

#SMX #21A3 @PeteCampbellOK GOOGLE, WHAT’S NEXT?


“The destiny of [Google]

is to become the Star

Trek computer, and

that’s what we are

building”

Amit Singhal – Google SVP Search, 2013


“You could ask it a

question and it would tell

you exactly the right

answer, it would tell you

things you need to know

before you could ask it.”

Amit Singhal – Google SVP Search, 2013


DEEP AI / MACHINE LEARNING


GOOGLE DEEPMIND


GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT

HUMANS AT 23 GAMES VIA MACHINE LEARNING


GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT

HUMANS AT 23 GAMES VIA MACHINE LEARNING

4 HOURS OF TRAINING

TO LEARN THE ‘TRICK’


IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE

WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1


NOW DEEPMIND CAN NAVIGATE A

DOOM-LIKE 3D MAZE JUST BY LOOKING

https://www.youtube.com/watch?v=nMR5mjCFZCw

https://www.youtube.com/watch?v=nMR5mjCFZCw


IBM WATSON


THE NORTH FACE USE IBM’S WATSON TO OFFER

CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH


BEARNAKED USES WATSON TO ‘TASTE-TEST’ YOUR

CUSTOM-MADE GRANOLA RECIPES BEFORE YOU ORDER


OPTIMISING FOR NARROW AI


ANSWERS ACTIONS


ANSWERS


USE KEYWORDTOOL.IO TO IDENTIFY

LONG-TAIL QUESTIONS WITH VOICE INTENT


CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT

SUCCINCTLY ANSWER EACH QUESTION

#SMX #21A3 @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

STRUCTURE THE ANSWER TO

MATCH HOW SNIPPETS

APPEAR IN YOUR NICHE


PROFIT?


ACTIONS


APIS ARE KEY TO FUTURE ORGANIC VISIBILITY

WEB

SEARC

H

APP

VOICE

AI


APP INDEXING & DEEP LINKING


OPENS PAGE IN

THE APP

‘Install App’Button Fallback

APP INDEXING & DEEP LINKING IN IOS & ANDROID


Access Apps from Anywhere

Run Android Apps without

Installation

INSTANT APPS WILL DOMINATE (ONE DAY)


ONE URL – SAME CONTENT

MOBILE APP DESKTOP

ONE URL TO RULE THEM ALL


1. Add Support for HTTP URLs

2. Use App Indexing API or SDK (iOS)

3. Test in Android Studio or Safari

4. Register in Google Search Console

5. Monitor via Search Analytics Report

HOW TO IMPLEMENT APP INDEXING

https://developers.google.com/app-indexing/android/app

http://apple.co/1UMgEkf


SMARTPHONE AI VOICE ACTIONS


“SEARCH FOR [KEYWORD] ON [APP NAME]”

Intent Action Context

Google-Approved API

Commands Only

Credit: https://developers.google.com/voice-actions/system/


Use NSUserActivity to build index of App

Content & Search Activities

Eligible Activities Only

Appear on Siri

Credit: http://apple.co/1YilYuO

#SMX #21A3 @PeteCampbellCredit: http://apple.co/1YilYuO

• VoIP calling / messaging

• Payments

• Photo

• Workouts

• Ride Booking

• CarPlay

• Restaurant Reservationshttps://developer.apple.com/sirikit/


SMARTDEVICE AI VOICE ACTIONS


HOW ALEXA’S ‘CUSTOM SKILLS’ WORK

Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide

Built with AWS Lambda or Web Service


HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK

Credit: https://developers.google.com/actions/develop/conversation

Built with Node.JS & Conversation API


MANAGE YOUR ENERGY ACCOUNT


OR DEMYSTIFY INSURANCE JARGON


OR JUST.. ORDER A PIZZA


TL;DR VERSION


VOICE ACTIONS

VOICE SEARCH

FOCUS ON

NOT


STILL THE STUFF OF HOLLYWOOD..


DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/VOICE-

SEARCH/

THANK YOU! SEE YOU AT THE NEXT #SMX