SNSYALL - Search Out Loud - - Search Out...Non-geeks –JSON-LD = JavascriptObject Notation for Linked Data –it’s like California Closet for your data. ... – “Beatbox ” – “Give me a ...

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  • SearchingOut-Loud:UnderstandingSearchinaMobile-First,

    Voice-EnabledWorldOctober5,2017

    ScottNickelsBigfish Consulting@scott5cents

  • - Allproducts/servicesmentionedIhavepersonallyused.Imnotendorsinganyone.Namesdropped ditto.Itcouldbeadmirationorscorn.YMMV.Usetoolsthatworkforyoursiteandyourbudget.

    - Allattemptsathumoraremine ifitworks.Ifnot,theyresomeoneelses.

    - Theresalotofdatainthispresentation neverfear!Iprovidelinksandreferencesatendofthedeck.Presentationisavailablepost-conference orjustcontactme.

    Housekeeping

    @scott5cents

  • Good artists copy, great artists steal Pablo Picasso

    Everyone in some way is my superior. Thomas Edison

    AsmuchasIlovepresentingandsharingknowledge,IhatePowerPoint.And,whileImnoartist,Istealwithabandon!But,notwithoutacknowledgement!

    Ilistallmycontentsourcesintheappendix,butIalsowanttogiveanodtosomegreatSearchthoughtleaderswhoseoriginalworkIveleveragedherein:

    AJKohn Owner,BlindFiveYearOld- @ajkohnEricEnge CEO,StoneTempleConsultants- @stonetempleRichardChavez/MitulGhandi,seoClarity- @seoClarity

    Specialshout-outtoseoClarity asIwasassemblingdeck,theypublishedawebinaronthisverytopic.Theyvegraciouslyallowedmetousesomeslidesinfull!

    Allopinionsaremine;unlessyoudisagree,thentheyaresomeoneelses.

    @scott5cents

  • @scott5cents

    WhyamIuphere?

    TopherKohanwasunavailable!

    LikelyaStarWarsconventionconflictor

    Hisbi-monthlytriptoDisneyWorld

    Followhim@topheratl

  • @scott5cents

    Mydigitalsignature www.linkedin.com/in/scottnickels

    scott@bigfishsearch.com@scott5cents

    Hello!ImScott.

    BackgroundCheck:

  • Letsgetstarted!

    First,afewquestionsforyou.

    @scott5cents

  • @scott5cents

    AudienceParticipation!

    - USadults:77%- 92%youngadults- Age50-64:74%- Age65+:42%

    Data:PewResearchCenter,Nov2016

    Whoownsasmartphone?

  • @scott5cents

    AudienceParticipation!

    - 68%athome(alone)- 13%inpublicrestroom!

    - 55%ofteens daily- 40%ofadults daily

    - 23%adults whilecooking

    Whotalkstotheirphone/tablet?

  • @scott5cents

    AudienceParticipation!

    - AmazonEcho- AmazonDot- AmazonTap- AppleHomePod

    (soon)- GoogleHome- GoogleHomeMini- GoogleHomeMax- Somethingelse?

    Whoownsavoice-firstspeaker?

  • @scott5cents

    AudienceParticipation!

    - 35.6Musersthisyear;17.5Mpredictedtobesoldin2017- ApplelaunchingDec2017- Googleannouncednewmodelsyesterday!- AMZNthinksitsa$2Bbusiness!

    AtAmazon,webelievethenextbigplatformisthevoice.Whatweretryingtodoisbuildacomputerinthecloudthatscompletelycontrolledbyyourvoice. JeffLimp,VPofDevice

    Whoownsavoice-firstspeaker?

  • VoiceSearch

    Divingintothedetails...

    @scott5cents

  • @scott5cents

    VoiceSearch what/where?

    FamilyRoom/LivingRoom/Den:52%Kitchen:24%

    Bedroom:12%OtherRoom:7%

    Data:NPR/EdisonResearch

  • @scott5cents

    By2020,50%ofsearcheswillbevoicesearches!(Source:ComScore) By2020,Gartnerpredicts30%ofwebbrowsingsessionswillbedone

    withoutascreen(Source:well,Gartner) 57%ofcurrentsmartspeakerownershavemadeapurchasewith

    voice! Voicesearches3xmorelikelytobeintentsearches(actions).(Source:

    Google) Thinkaboutit wecantalk wayfasterthanwecantype! Facebookisreportedlyworkingonapersonalassistant(alaSiri,

    Cortana,andAlexa) Appleisreportedlydevelopingastand-alonedeviceforSiriand

    potentiallyintegratingittomacOS.

    VoiceSearch itsnotgoingaway!

  • @scott5cents

    VoiceSearch

    - Aplethoraofdeviceswithlittleornoinputinterface.

    - Bluetoothubiquity- WiFiubiquity

    ItsthelynchpinforIoT (thatInternetofThingsthing)

  • MobileSearch

    Divingintothedetails...

    @scott5cents

  • @scott5cents

    MobileSearch

    Allyourgrowtharebelongtosmartphones!

  • @scott5cents

    MobileSearch

    - Searchleadsthepack- Brandshaveanadvantage- Appsstillwork!

    Howdoyousearchonyoursmartphone?

  • @scott5cents

    MobileSearch(contd)

    Whatdowesearchfor?- Food&Beverage 72%- Health 68%- Sports 68%- News&Media 64%- Lifestyle 62%- Automotive 62%- Retail 56%- Travel(non-maps) 52%

  • Mobile-firstIndex

    WTFisit?

    @scott5cents

  • @scott5cents

    Googlehasbeenhintingatswitchforawhile PushforHTTPSisanotherlinkedfacet. MobileUXisPriority#1. MobilepagespeedisPriority#1A. Pushforresponsivedesignhasbeen(fairly)consistent.(The

    ProgressiveWebApps(PWA)vs.NativeAppsisawholeseparatediscussion!#AdultBeveragesReqd)

    OK,sowhatswithGooglesmobile-first?

  • @scott5cents

    Responsivedesignallowsyoutoselectivelypresentcontentatdifferentscreensizes/layout/orientation.

    Googlesprovidingguidanceforswitchingtoresponsivesitedesign andtheyrarelyofferguidance!

    Mobile-firstmeansyourmobilesitecontentwilldriveSERPresults.Thus,theadvantageofonesite/responsivesite!!

    Mobile-firstmeansyourmobilesitespeedwillbethearbiterofgoodvs.evilinGooglesmind.Speedwins.Period.(Hint:usingGooglesPageSpeedInsightstool scoringbelow75likelywillnotwin.)

    Mobile-first,responsive,huh?!

  • @scott5cents

    Responsiveorresponsive yourchoice! EmbraceHTTPS(itstablestakes) Learntoloveschema.org markupandJSON-LD(disambiguation,

    baby!) TheCinCSSisCascading pushrepeatedon-pageelementsto

    CSS.(primedirective:speed) AMP(AcceleratedMobilePages) thiscouldgetinteresting

    Non-geeks CSS=CascadingStyleSheets theymakepageslookprettyandconsistentNon-geeks JSON-LD=Javascript ObjectNotationforLinkedData itslikeCaliforniaClosetforyourdata.

    Mobile-firstdesignideas geeksonly!

  • @scott5cents

    IfyousurfnewsonGoogle,youveseenthecarousel.

    CanweAMPoutforasecond?

    AMP AcceleratedMobilePages

  • @scott5cents

    IsthefutureAMP??

    - Horizontalswiping,huh?

    - Optimizeacardforengagement

    - Analyticschange- Cognitive

    improvements- Nomorevertical

    scrolling

    WhatifallsearchresultswereAMPd?

  • Mobile-FirstandVoice-Enabled

    Howtocompete?

    @scott5cents

  • First,letsIDtheelephantintheroom!?!

    YouneedtobeinGooglesAnswerBox!

    @scott5cents

  • @scott5cents

  • @scott5cents

    Featuredsnippetsare: (usually)concisesummariesoftheanswertoausersquery

    mostoftendisplayedattopofGooglessearchresults. PoweredbyGooglesKnowledgeGraphandAI/machine

    learningcapabilities(RankBrain) Attemptstounderstanduserintent(semantics) Attemptstoprovidethebestanswerwithoutrequiringthe

    usertoleaveGoogletoseekmoreinformation

    MoreonGooglesAnswerBox

  • @scott5cents

  • @scott5cents

  • @scott5cents

  • @scott5cents

    +

  • @scott5cents

  • @scott5cents

  • @scott5cents

    TheresnoFeaturedSnippetforlocalintent yet! GoogledoesntbreakoutvoicesearchresultsinGAor

    GSC yet!

    Mobile/VoiceSearch- challenges

  • @scott5cents

    Great!WhataboutContent??

  • @scott5cents

    Voicesearchesarelongeringeneral Voicesearch3xmorelikelytobelocallyfocused/localintent 65%ofAnswerBoxquerieswere3-5words/

  • @scott5cents

    Mobile/VoiceSearch- content

  • @scott5cents

    Mobile/VoiceSearch- content

    Source:https://moz.com/blog/lessons-from-1000-voice-searches

  • @scott5cents

    Mobile/VoiceSearch- content

    Source:https://moz.com/blog/lessons-from-1000-voice-searches

  • @scott5cents

    So,whatdoesthismean?

  • @scott5cents

  • @scott5cents

    Analyzeyourcorethemes/keywords whathasanAnswerBox?Thatsyourtarget(s).

    Lookforlong-tailopportunities.Thenlookforlongerlong-tailopportunities.

    Craftcontentfromspeech-firstperspective.Naturallanguagequeries.Queriesinformofaquestion.

    Thinkthemes/buckets,notsingleterms.Synonyms!Semanticthemes! Hoops,LeBron,buckets,3-pointer,6th man whatstheme?

    Ifyouarebrick&mortar,focusonlocal,esp.GMBpage(s)!

    Practicalstrategy

  • @scott5cents

    Ifyourank1st foraterm,butarenotinAnswerBox fixit! Findallkeywordswhereyourankintop3andwheretheanswer

    boxisfromalowerrankedURLtweakyourpage. Leverageknowntriggers particularlyHow/HowTo,What,and

    Best. Createapageifnecessary.LeverageallyourgoodSEOtricksfor

    on-page KWinURL,KWinH1,boldtext,pullquotes,etc. Protip:Fortextresponses,putqueryanswerinfirstparagraphof

    page,preferablylastsentence. Protip:Amazon/Alexaleverageszipcodeforlocalsearches.

    Dontleaveitoffyourpage.

    Practicaltactics

  • @scott5cents

    Heresabigone:Google!! FeaturedSnippets PeopleAlsoAsk TypeAheadsuggestions SearchesRelatedto

    GoogleKeywordPlanner(inAdwords) MozKeywordExplorer(moz.com) AnswerThePublic.com BlogSearchEngine.org StoryBase.com recofromSherryBonnelli(seoClaritywebinar) seoClarity

    ContentTools

  • @scott5cents

    Asmentioned,andasevidentfrompreviousslides- IstolefromseoClaritys recentwebinaronVoiceSearch.

    YoucanfindthewebinarinfullhereonSlideShare:https://www.slideshare.net/seoclarity/win-the-voice-search-battle-on-demand-webinar/1

    Youcandownloadthefullwhitepaperhere:https://www.seoclarity.net/next-generation-search-voice-17099/

    seoClarity ShoutOut!

  • @scott5cents

    Thankyouforyourattention!

    So,whathavewelearned?(Or,atleastheard)

  • Thetakeaways

    Voicesearchisgrowing getinfrontofit! Mobile=responsivedesign GettingintheAnswerBoxiskey! UseTriggerWords! Beconversational.Answerquestions. Beinginposition1isnoguarantee

  • @scott5cents

    Thankyouforyourattention!

  • Appendix

    @scott5cents

  • @scott5cents

    HeySiri,whatiszerodividedbyzero? Alexa,whatistheloneliestnumber? "Alexa,Tea.EarlGrey.Hot. FunwithSiri(forsome,andAlexa):

    WhatshouldIhaveforbreakfast/lunch/dinner? Makemeasandwich(askmorethanonce) Beatbox Givemeabeat Sing(askmorethanonce!) HeyCortana Tellmeascarystory

    AbunchoflinksforAlexa&Sirihumor/easter eggs(sorry,Cortana nolove.) https://www.techspot.com/article/1482-hidden-siri-commands/ https://turbofuture.com/consumer-electronics/200-Amusing-Amazon-Echo-Easter-Eggs http://trendblog.net/50-fun-hidden-amazon-alexa-voice-commands/ http://www.zdnet.com/article/alexa-more-cowbell-18-silly-but-fun-amazon-echo-commands/ http://www.pocket-lint.com/news/134568-65-ways-to-get-a-giggle-out-of-siri http://www.macworld.co.uk/feature/iphone/funny-things-ask-siri-3656639/

    Funwithvoicesearch

  • @scott5cents

    Sourcesofdatainthisdeck http://techlatino.org/2017/01/pew-u-s-smartphone-ownership-broadband-penetration-reached-record-levels-in-

    2016/ http://searchengineland.com/rise-personal-assistants-280658 http://www.businessinsider.com/amazon-echo-vs-google-home-sales-estimates-chart-2017-5 http://www.businessinsider.com/the-inside-story-of-how-amazon-created-echo-2016-4 http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-

    Year/1015812 https://www.cnet.com/news/apple-homepod-vs-amazon-echo-vs-google-home/ https://www.voicebot.ai/2017/06/19/survey-says-18-8-million-amazon-echo-devices-sold/ http://www.blindfiveyearold.com/the-future-of-mobile-search https://moz.com/blog/json-ld-for-beginners https://webmasters.googleblog.com/2017/09/how-to-move-from-m-dot-urls-to.html http://searchengineland.com/voice-search-explosion-will-change-local-search-251776 https://www.slideshare.net/seoclarity/win-the-voice-search-battle-on-demand-webinar/1 https://www.seoclarity.net/next-generation-search-voice-17099/ http://www.prnewswire.com/news-releases/teens-use-voice-search-most-even-in-bathroom-googles-mobile-

    voice-study-finds-279106351.html https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better http://searchengineland.com/optimize-voice-search-273849 https://moz.com/blog/lessons-from-1000-voice-searches https://www.recode.net/2017/9/11/16273578/smartphones-google-facebook-apps-new-online-traffic http://searchengineland.com/npr-survey-americans-love-smart-speakers-42-call-essential-279514 http://searchengineland.com/report-57-smart-speaker-owners-bought-something-voice-283279