SNSYALL - Search Out Loud - - Search Out...Non-geeks JSON-LD = JavascriptObject Notation for Linked Data its like California Closet for your data. ... Beatbox Give me a ...

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SearchingOut-Loud:UnderstandingSearchinaMobile-First,Voice-EnabledWorldOctober5,2017ScottNickelsBigfish Consulting@scott5cents- Allproducts/servicesmentionedIhavepersonallyused.Imnotendorsinganyone.Namesdropped ditto.Itcouldbeadmirationorscorn.YMMV.Usetoolsthatworkforyoursiteandyourbudget.- Allattemptsathumoraremine ifitworks.Ifnot,theyresomeoneelses.- Theresalotofdatainthispresentation neverfear!Iprovidelinksandreferencesatendofthedeck.Presentationisavailablepost-conference orjustcontactme.Housekeeping@scott5centsGood artists copy, great artists steal Pablo PicassoEveryone in some way is my superior. Thomas EdisonAsmuchasIlovepresentingandsharingknowledge,IhatePowerPoint.And,whileImnoartist,Istealwithabandon!But,notwithoutacknowledgement!Ilistallmycontentsourcesintheappendix,butIalsowanttogiveanodtosomegreatSearchthoughtleaderswhoseoriginalworkIveleveragedherein:AJKohn Owner,BlindFiveYearOld- @ajkohnEricEnge CEO,StoneTempleConsultants- @stonetempleRichardChavez/MitulGhandi,seoClarity- @seoClaritySpecialshout-outtoseoClarity asIwasassemblingdeck,theypublishedawebinaronthisverytopic.Theyvegraciouslyallowedmetousesomeslidesinfull!Allopinionsaremine;unlessyoudisagree,thentheyaresomeoneelses.@scott5cents@scott5centsWhyamIuphere?TopherKohanwasunavailable!LikelyaStarWarsconventionconflictorHisbi-monthlytriptoDisneyWorldFollowhim@topheratl@scott5cents Mydigitalsignature www.linkedin.com/in/scottnickelsscott@bigfishsearch.com@scott5centsHello!ImScott.BackgroundCheck:Letsgetstarted!First,afewquestionsforyou.@scott5cents@scott5centsAudienceParticipation!- USadults:77%- 92%youngadults- Age50-64:74%- Age65+:42%Data:PewResearchCenter,Nov2016Whoownsasmartphone?@scott5centsAudienceParticipation!- 68%athome(alone)- 13%inpublicrestroom!- 55%ofteens daily- 40%ofadults daily- 23%adults whilecookingWhotalkstotheirphone/tablet?@scott5centsAudienceParticipation!- AmazonEcho- AmazonDot- AmazonTap- AppleHomePod(soon)- GoogleHome- GoogleHomeMini- GoogleHomeMax- Somethingelse?Whoownsavoice-firstspeaker?@scott5centsAudienceParticipation!- 35.6Musersthisyear;17.5Mpredictedtobesoldin2017- ApplelaunchingDec2017- Googleannouncednewmodelsyesterday!- AMZNthinksitsa$2Bbusiness!AtAmazon,webelievethenextbigplatformisthevoice.Whatweretryingtodoisbuildacomputerinthecloudthatscompletelycontrolledbyyourvoice. JeffLimp,VPofDeviceWhoownsavoice-firstspeaker?VoiceSearchDivingintothedetails...@scott5cents@scott5centsVoiceSearch what/where?FamilyRoom/LivingRoom/Den:52%Kitchen:24%Bedroom:12%OtherRoom:7%Data:NPR/EdisonResearch@scott5cents By2020,50%ofsearcheswillbevoicesearches!(Source:ComScore) By2020,Gartnerpredicts30%ofwebbrowsingsessionswillbedonewithoutascreen(Source:well,Gartner) 57%ofcurrentsmartspeakerownershavemadeapurchasewithvoice! Voicesearches3xmorelikelytobeintentsearches(actions).(Source:Google) Thinkaboutit wecantalk wayfasterthanwecantype! Facebookisreportedlyworkingonapersonalassistant(alaSiri,Cortana,andAlexa) Appleisreportedlydevelopingastand-alonedeviceforSiriandpotentiallyintegratingittomacOS.VoiceSearch itsnotgoingaway!@scott5centsVoiceSearch- Aplethoraofdeviceswithlittleornoinputinterface.- Bluetoothubiquity- WiFiubiquityItsthelynchpinforIoT (thatInternetofThingsthing)MobileSearchDivingintothedetails...@scott5cents@scott5centsMobileSearchAllyourgrowtharebelongtosmartphones!@scott5centsMobileSearch- Searchleadsthepack- Brandshaveanadvantage- Appsstillwork!Howdoyousearchonyoursmartphone?@scott5centsMobileSearch(contd)Whatdowesearchfor?- Food&Beverage 72%- Health 68%- Sports 68%- News&Media 64%- Lifestyle 62%- Automotive 62%- Retail 56%- Travel(non-maps) 52%Mobile-firstIndexWTFisit?@scott5cents@scott5cents Googlehasbeenhintingatswitchforawhile PushforHTTPSisanotherlinkedfacet. MobileUXisPriority#1. MobilepagespeedisPriority#1A. Pushforresponsivedesignhasbeen(fairly)consistent.(TheProgressiveWebApps(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-pageelementstoCSS.(primedirective:speed) AMP(AcceleratedMobilePages) thiscouldgetinterestingNon-geeks CSS=CascadingStyleSheets theymakepageslookprettyandconsistentNon-geeks JSON-LD=Javascript ObjectNotationforLinkedData itslikeCaliforniaClosetforyourdata.Mobile-firstdesignideas geeksonly!@scott5centsIfyousurfnewsonGoogle,youveseenthecarousel.CanweAMPoutforasecond?AMP AcceleratedMobilePages@scott5centsIsthefutureAMP??- Horizontalswiping,huh?- Optimizeacardforengagement- Analyticschange- Cognitiveimprovements- NomoreverticalscrollingWhatifallsearchresultswereAMPd?Mobile-FirstandVoice-EnabledHowtocompete?@scott5centsFirst,letsIDtheelephantintheroom!?!YouneedtobeinGooglesAnswerBox!@scott5cents@scott5cents@scott5cents Featuredsnippetsare: (usually)concisesummariesoftheanswertoausersquerymostoftendisplayedattopofGooglessearchresults. PoweredbyGooglesKnowledgeGraphandAI/machinelearningcapabilities(RankBrain) Attemptstounderstanduserintent(semantics) AttemptstoprovidethebestanswerwithoutrequiringtheusertoleaveGoogletoseekmoreinformationMoreonGooglesAnswerBox@scott5cents@scott5cents@scott5cents@scott5cents+@scott5cents@scott5cents@scott5cents TheresnoFeaturedSnippetforlocalintent yet! GoogledoesntbreakoutvoicesearchresultsinGAorGSC yet!Mobile/VoiceSearch- challenges@scott5centsGreat!WhataboutContent??@scott5cents Voicesearchesarelongeringeneral Voicesearch3xmorelikelytobelocallyfocused/localintent 65%ofAnswerBoxquerieswere3-5words/@scott5centsMobile/VoiceSearch- content@scott5centsMobile/VoiceSearch- contentSource:https://moz.com/blog/lessons-from-1000-voice-searches@scott5centsMobile/VoiceSearch- contentSource:https://moz.com/blog/lessons-from-1000-voice-searches@scott5centsSo,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! Findallkeywordswhereyourankintop3andwheretheanswerboxisfromalowerrankedURLtweakyourpage. Leverageknowntriggers particularlyHow/HowTo,What,andBest. Createapageifnecessary.LeverageallyourgoodSEOtricksforon-page KWinURL,KWinH1,boldtext,pullquotes,etc. Protip:Fortextresponses,putqueryanswerinfirstparagraphofpage,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) seoClarityContentTools@scott5centsAsmentioned,andasevidentfrompreviousslides- IstolefromseoClaritys recentwebinaronVoiceSearch.YoucanfindthewebinarinfullhereonSlideShare:https://www.slideshare.net/seoclarity/win-the-voice-search-battle-on-demand-webinar/1Youcandownloadthefullwhitepaperhere:https://www.seoclarity.net/next-generation-search-voice-17099/seoClarity ShoutOut!@scott5centsThankyouforyourattention!So,whathavewelearned?(Or,atleastheard)Thetakeaways Voicesearchisgrowing getinfrontofit! Mobile=responsivedesign GettingintheAnswerBoxiskey! UseTriggerWords! Beconversational.Answerquestions. Beinginposition1isnoguarantee@scott5centsThankyouforyourattention!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@scott5centsSourcesofdatainthisdeck 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