optimizing content for voice search & virtual assistants by tony edward

#SMX #32A @TonyENYC

Tony Edward – Sr. SEO Manager, NYU Adjunct Instructor

Optimizing Content For Voice Search & Virtual

Assistants

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

#SMX #32A @TonyENYC

•  Conversationalsearchconsistsofphrases,questionsandsentencesnotsinglekeywords.

•  ThisisdirectlyintegratedintoGoogle’sDirectAnswers/RichResults

•  DevicessuchasAmazonEcho,Siri,GoogleVoiceSearcharetraininguserstosearchinaconversationalway

How Humans Speak Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

#SMX #32A @TonyENYC

How Humans Speak Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

ü  Buildin-depthcontentthatanswerscommonlyaskedquestionsaroundyourbrand,services,productsetc.Who,What,When,Where,Why,andHow.

ü  LeverageStructuredDataMarkupdependingonthecontenttype.SchemaArticle,Person,Organization,Product,Recipeetc.

ü  Ifyou’renotalreadyanonlineentity,begintheprocesstogettothisposition.HavingabrandKnowledgeGraphishelpful.

How To Optimize For Voice Search Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

•  CustomerService–Startdataminingcommonlyaskedquestionsfromcustomersviacallcenters,emailandlivechat.Thisincludesbrandandgenericquestions.

•  ThirdPartyTools–Leveragetoolsthataggregatesearchengineautosearchsuggestiontopics.§  Answerthepublic.com§  Ubersuggest.io

Content Ideation Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

Content Ideation Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

Content Structure Text Slide with Solid Blue Banner:


•  Ensurecontentisstructuredwellusingheaders,bulletedornumberedlistsetc.ifpossible

#SMX #32A @TonyENYC

•  SchemaMarkupisveryimportanttomakeyourcontentmorecrawlableandincreasethepotentialforrichsnippetsandrichcardstobegenerated.

•  ArticlecontentmarkedupwithSchemaArticle,NewsorBlogPostshavethepotentialtoappearinGoogleContentCarousels

Structured Data Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

•  BeinganonlineEntityandhavingabrandKnowledgeGraphdefinitelyhelpsyourchancesofappearingindirectanswers/richresults.

Online Entity Text Slide with Solid Blue Banner:


#SMX #32A @TonyENYC

CASE STUDIES

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

#SMX #32A @TonyENYC

Plex.tv Text Slide with Solid Blue Banner:


TheProblem•  MediaServerSoftware/Application

•  ThereisanothercompanyalsonamedPlexinthetechnologyindustry

•  Wantedtodistinguishitselffromtheothercompany

•  Theywerenotanonlineentity.NoKnowledgeGraph

#SMX #32A @TonyENYC



TheSolution•  Launchedacampaigntohelptheclientbecomeanonline

entity

•  ExpandedtheirexistingWikidata.orgprofile

•  ImplementedOrganizationSchemaMarkuphighlightingtheirWikipediaprofile,Wikidataprofile,SiteURL,SiteName,SocialProfilelinksetc.

#SMX #32A @TonyENYC



TheResults

#SMX #32A @TonyENYC



ConversationalContentExpansion•  HelpedPlexintegratecontenttopicsthatanswerscommonly

askedquestionsintotheircontentcalendar

•  Providedguidelinesforstructuringcontentwithheaders,bulletedlistsetc.

•  ProvidedrecommendationstoleverageSchemaArticleMarkup

#SMX #32A @TonyENYC

TimberTech Text Slide with Solid Blue Banner:


TheProblem•  Developsoutdoorlivingproductssuchas

decking,railingetc.

•  HasresellersandthirdpartysitesthatcarryitsproductssuchasHomeDepot,Lowesetc.

•  Wantstoownallbrandrelatedsearchesandappearforquestionsarounditsproducttypes.

•  Notcurrentlyanonlineentity

#SMX #32A @TonyENYC



TheSolution•  Launchedacampaigntohelptheclientbecomeanonline

entity

•  CreatedWikidata.orgprofile&implementedOrganizationSchemaMarkup.

•  Begandevelopingcontentaroundcommonlyaskedquestionsaboutthebrand,outdoorliving,decking,railingetc.LeveragingSchemaArticleMarkupaswell.

#SMX #32A @TonyENYC



TheResultssofar

#SMX #32A @TonyENYC

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

optimizing content for voice search & virtual assistants by tony edward

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