SearchingOut-Loud:UnderstandingSearchinaMobile-First,

Voice-EnabledWorldOctober5,2017

ScottNickelsBigfish Consulting@scott5cents

- Allproducts/servicesmentionedIhavepersonallyused.I’mnotendorsinganyone.Namesdropped– ditto.Itcouldbeadmirationorscorn.YMMV.Usetoolsthatworkforyoursiteandyourbudget.

- Allattemptsathumoraremine– ifitworks.Ifnot,they’resomeoneelse’s.

- There’salotofdatainthispresentation– 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,whileI’mnoartist,Istealwithabandon!But,notwithoutacknowledgement!

Ilistallmycontentsourcesintheappendix,butIalsowanttogiveanodtosomegreatSearchthoughtleaderswhoseoriginalworkI’veleveragedherein:

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

Specialshout-outtoseoClarity– asIwasassemblingdeck,theypublishedawebinaronthisverytopic.They’vegraciouslyallowedmetousesomeslidesinfull!

Allopinionsaremine;unlessyoudisagree,thentheyaresomeoneelse’s.

@scott5cents

@scott5cents

WhyamIuphere?

TopherKohanwasunavailable!

LikelyaStarWarsconventionconflictor

Hisbi-monthlytriptoDisneyWorld

Followhim@topheratl

@scott5cents

• Mydigitalsignature• www.linkedin.com/in/scottnickels

scott@bigfishsearch.com@scott5cents

Hello!I’mScott.

BackgroundCheck:

Let’sgetstarted!

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?

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AudienceParticipation!

- 35.6Musersthisyear;17.5Mpredictedtobesoldin2017- ApplelaunchingDec2017- Googleannouncednewmodelsyesterday!- AMZNthinksit’sa$2Bbusiness!

“AtAmazon,webelievethenextbigplatformisthevoice.Whatwe’retryingtodoisbuildacomputerinthecloudthat’scompletelycontrolledbyyourvoice.”– JeffLimp,VPofDevice

Whoownsavoice-firstspeaker?

VoiceSearch

Divingintothedetails...

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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!• Voicesearches3xmorelikelytobe‘intentsearches’(actions).(Source:

Google)• Thinkaboutit– wecantalk wayfasterthanwecantype!• Facebookisreportedlyworkingonapersonalassistant(alaSiri,

Cortana,andAlexa)• Appleisreportedlydevelopingastand-alonedeviceforSiriand

potentiallyintegratingittomacOS.

VoiceSearch– it’snotgoingaway!

@scott5cents

VoiceSearch

- Aplethoraofdeviceswithlittleornoinputinterface.

- Bluetoothubiquity- WiFiubiquity

It’sthelynchpinforIoT (thatInternetofThingsthing)

MobileSearch

Divingintothedetails...

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MobileSearch

Allyourgrowtharebelongtosmartphones!

@scott5cents

MobileSearch

- Searchleadsthepack- Brandshaveanadvantage- Appsstillwork!

Howdoyousearchonyoursmartphone?

@scott5cents

MobileSearch(cont’d)

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!#AdultBeveragesReq’d)

OK,sowhat’swithGoogle’smobile-first?

@scott5cents

• Responsivedesignallowsyoutoselectivelypresentcontentatdifferentscreensizes/layout/orientation.

• Google’sprovidingguidanceforswitchingtoresponsivesitedesign– andtheyrarelyofferguidance!

• Mobile-firstmeansyourmobilesitecontentwilldriveSERPresults.Thus,theadvantageofonesite/responsivesite!!

• Mobile-firstmeansyourmobilesitespeedwillbethearbiterofgoodvs.evilinGoogle’smind.Speedwins.Period.(Hint:usingGoogle’sPageSpeedInsightstool– scoringbelow75likelywillnotwin.)

Mobile-first,responsive,huh?!

@scott5cents

• Responsiveorresponsive– yourchoice!• EmbraceHTTPS(it’stablestakes)• 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– it’slikeCaliforniaClosetforyourdata.

Mobile-firstdesignideas– geeksonly!

@scott5cents

IfyousurfnewsonGoogle,you’veseenthecarousel.

CanweAMPoutforasecond?

AMP– AcceleratedMobilePages

@scott5cents

IsthefutureAMP??

- Horizontalswiping,huh?

- Optimizeacardforengagement

- Analyticschange- Cognitive

improvements- Nomorevertical

scrolling

WhatifallsearchresultswereAMP’d?

Mobile-FirstandVoice-Enabled

Howtocompete?

@scott5cents

First,let’sIDtheelephantintheroom!?!

YouneedtobeinGoogle’sAnswerBox!

@scott5cents

@scott5cents

@scott5cents

• Featuredsnippetsare:– (usually)concisesummariesoftheanswertoauser’squery–

mostoftendisplayedattopofGoogle’ssearchresults.– PoweredbyGoogle’sKnowledgeGraphandAI/machine

learningcapabilities(RankBrain)– Attemptstounderstanduserintent(semantics)– Attemptstoprovidethebestanswerwithoutrequiringthe

usertoleaveGoogletoseekmoreinformation

MoreonGoogle’sAnswerBox

@scott5cents

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+

@scott5cents

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• There’snoFeaturedSnippetforlocalintent– yet!• Googledoesn’tbreakoutvoicesearchresultsinGAor

GSC– yet!

Mobile/VoiceSearch- challenges

@scott5cents

Great!WhataboutContent??

@scott5cents

• Voicesearchesarelongeringeneral• Voicesearch3xmorelikelytobelocallyfocused/localintent• 65%ofAnswerBoxquerieswere3-5words/<1000monthlyavg

searchvolume(long-tail)(Source:seoClarity)

Mobile/VoiceSearch- content

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Mobile/VoiceSearch- content

@scott5cents

Mobile/VoiceSearch- content

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

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Mobile/VoiceSearch- content

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

@scott5cents

So,whatdoesthismean?

@scott5cents

@scott5cents

• Analyzeyourcorethemes/keywords– whathasanAnswerBox?That’syourtarget(s).

• Lookforlong-tailopportunities.Thenlookforlongerlong-tailopportunities.

• Craftcontentfromspeech-firstperspective.Naturallanguagequeries.Queriesinformofaquestion.

• Thinkthemes/buckets,notsingleterms.Synonyms!Semanticthemes!– Hoops,LeBron,buckets,3-pointer,6th man… what’stheme?

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

Practicalstrategy

@scott5cents

• Ifyourank1st foraterm,butarenotinAnswerBox– fixit!• Findallkeywordswhereyourankintop3andwheretheanswer

boxisfromalowerrankedURL…tweakyourpage.• Leverageknowntriggers– particularlyHow/HowTo,What,and

Best.• Createapageifnecessary.LeverageallyourgoodSEOtricksfor

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

page,preferablylastsentence.• Protip:Amazon/Alexaleverageszipcodeforlocalsearches.

Don’tleaveitoffyourpage.

Practicaltactics

@scott5cents

• Here’sabigone:Google!!– FeaturedSnippets– PeopleAlsoAsk– TypeAheadsuggestions– SearchesRelatedto…

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

ContentTools

@scott5cents

Asmentioned,andasevidentfrompreviousslides- IstolefromseoClarity’s 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