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Proprietary & Confidential /
© 2018 Be Found Online, LLC.
Search Marketing
What’s Now. What’s Next.
Voice Search. Vsual Search. Chatbots. AI. Oh My.
Anybody recognize this guy?
John Moschitta Jr.
About Me
3
4
5
TRENDS
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Phone a
Friend
Do Your
Research
Optimize
Local Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
PLAYBOOK
SEARCH IS EVOLVING
8
ANATOMY OF A SEARCH RESULT: 2019
Organic Result
Paid Ad
Apps
News
Local
Knowledge Graph
Organic Result
9
ANATOMY OF A SEARCH RESULT: JUNE 2019
11
Recipes ReviewsCourses
Products Events
RICH RESULTS
12
QUICK ANSWERS
15
13
CONTROVERTIAL ANSWERS
GOOGLE HOSTED TRANSACTIONS
14
Google Rebrands “Purchases on Google” to “Shopping Actions with Express”
15
EVOLVING AD FORMATS Local Campaigns
16
EVOLVING AD FORMATS Gallery Ads
17
EVOLVING AD FORMATS Discover Campaigns
18
Proprietary & Confidential /
© 2018 Be Found Online, LLC. 18
The
”New
Buzzwords”
19
The AI Landscape
Source: Hubspot
Key AI – Marketing Applications
Recommendation
Engines
•Recommendation
engines, powered by
Machine Learning, are
hosted by everything
from Google search to
Facebook newsfeeds.
Recommendation
engine technology
involves users making
requests, and the
machine in turn using
the data to improve
user experience.
Visual Search
•eBay, Pinterest, and
ASOS are just a few
businesses that
leverage visual search.
This allows users to
take a picture of a
product, from which
the “machine” cross-
references with
inventory to deliver
relevant results.
Targeting
•Dynamic, creative
messaging solutions
are increasingly being
used to tailor
messaging to the
psychological profiles
of customers—not just
their past behavior.
Chatbots & Voice
Technology
•Illustrated by the rise
in AI assistants,
chatbots have been
growing rapidly.
Technologies like Siri
and Alexa are
continuing to innovate,
and more companies
are experimenting with
voice technology today.
20
21
MACHINE LEARNING
Key Machine Learning – Marketing Applications
Regression
•Predicting
the
relationship
between 2
or more
variables.
Classification
•A system
that
categorizes
and
recognizes
and
categorizes
data.
Targeting
•Grouping
data into
categories
based on
similar
traits.
Sequencing
•Predicting
what’s next
based on
hisotorical
data.
22
The New Digital Ecosystem
23
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
US Household Smart Speaker Ownership
24
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Smart Speaker Market Share
25
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Platforms vs Devices
26
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
https://voicebot.ai/2018/11/13/new-report-over-1-billion-devices-provide-voice-assistant-access-today-and-
highest-usage-is-on-smartphones/
Smart Home Devices
27
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Any Guess?
Smart Home Devices
28
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just speakers
29
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
A new category of Screens
30
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
31
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
A new category of Screens
A new category of Screens
32
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
A new category of Screens
33
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Smart Display PLATFORM
34
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Smart Display PLATFORM
35
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
https://developers.google.com/actions/assistant/responses
#rich-responses
Custom Themes Rich Responses
Don’t Forget About the Cars
36
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
The Wearables
37
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
The Wearables – Don’t Count Em Out
It’s not just about Voice
38
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about Voice
39
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about voice
40
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about voice
41
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about voice
42
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about voice
43
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
It’s not just about voice
44
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Its not just about inputs
45
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
WHERE DID WE START?
30
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
THE NUMBER I NEVER BELIEVE
30
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
48
Voice
Search
Voice
Actions
WHAT’S IN A WORD?
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Voice Response Ranking Correlations
36
https://backlinko.com/voice-search-seo-study
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
50
CONNECTING VOICE TO ACTIONS
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
51
GOOGLE DUPLEX IN ACTION
https://www.engadget.com/2018/05/08/pretty-sure-googles-new-talking-ai-just-beat-the-turing-test
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Personal Assistant Quiz
52
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Q: Would you Buy This with Voice?
53Proprietary & Confidential /
© 2018 Be Found Online, LLC.
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Q: How Bout This?
54Proprietary & Confidential /
© 2018 Be Found Online, LLC.
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
Voice Commerce Growing Fast
55Proprietary & Confidential /
© 2018 Be Found Online, LLC.
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
https://voicebot.ai/2018/12/31/amazon-says-alexa-voice-shopping-tripled-during-2018-holiday-season/
Growth ≠ Market Share
56Proprietary & Confidential /
© 2018 Be Found Online, LLC.
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
30
VOICE COMMERCE
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
HERE’S WHERE IT STARTS
58
Google Rebrands “Purchases on Google” to “Shopping Actions with Express”
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
30
Source: NetElixir “Search without screens” report (2018)
VOICE COMMERCE OUTLOOK
The New
Devices
Voice
Search
Voice
Actions
Virtual
Assistants
Voice
Commerce
OK – so when will we start
hearing voice ads?
60
61
Google tried – the internet said no
But what about internet radio?
62
Voice search in action..
Case Studies
63
64
Book Some Rooms
Hands Free Appointments
65
Hands Free Coffee
66
Human Free Banking
67
Connected Pizza
68
Connected Pizza
69
Talk to Your Driver
70
Talk to Your Dryer
71
All Flowers. No Humans.
72
And for us marketing nerds…
73
And for us marketing nerds…
74
Category Try asking...
You can ask basic questions. “How many users did we get yesterday?”
“Where is my traffic coming from?”
“How many new users did we get last week on
mobile?”
You can check performance. “Which channel converted the best for [Goal X]?”
“Which landing pages with over 500 sessions have
the worst bounce rates?”
You can chart trends. “Trend of new users this month?”
“Graph of sessions from Chicago vs Seattle in
December?”
“Percent of Direct traffic over time?”
You can compare data for different values or time
ranges
“Conversion rate for referrals vs organic search?”
“Average time on page for mobile vs desktop?”
“How many [EventAction] did we have in February vs
January?”
You can ask about shares or percentages to
understand significance.
“Share of sessions by browser?”
“What percent of sessions in the U.S. are from
social?”
“What share of sessions are from women?”
You can ask complex questions combining multiple
phrases.
"How did share of new users compare in January for
Firefox vs Chrome?"
"Trend of new users this year vs last year."
Voice Search
Marketers’
Action Plan
75
Phone a
Friend
Do Your
Research
Optimize
Local Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Here are some questions to start before designing a skill:
✓ What are the most used actions/features?
✓ What can we automate?
✓ What do loyal customers ask for?
✓ How can you promote repeat purchase behavior?
✓ What does my call center or front office waste their time on?
START WITH THE RIGHT QUESTIONS
76 75
Google Assistant Skill Library
775
Link to Assistant Skill Library
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Amazon Alexa Skills
775
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Check out the Alexa Skills here
SiriKit - Shortcuts
75
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
SiriKit Shortcuts here
Research Step 1 – Start with the Questions
✓ AnswerThePublic.com
✓ BuzzSumo.com – Question Tool
✓Quara
✓Reddit
✓Yahoo Answers
✓ Google Keyword Tool
80
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Research Step 1 – Start with the Questions
81
Source: AnswerThePublic.com
Questions
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
82
Research Step 1 – Start with the Questions
Source: AnswerThePublic.com
Prepositions
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
83
Research Step 1 – Start with the Questions
Source: BuzzSumo Question Analyzer
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
84
Listen to your Call Center
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
85
Local Search
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
86
Voice Content & Q&A Strategy
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
87
Optimize All Digital Assets
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
88
Schema - Because Google Said So…
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
89
Give it a Test
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
https://search.google.com/structured-data/testing-tool/u/0/
93
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Connected Functionality
• Flixster: “Show me Inception on Flixster”
• Instacart: “Show Instacart availability”
• Lincoln: “Start my Lincoln MKZ”
• NPR One: “Listen to NPR”
• NextPlus: “Send a message with NextPlus”
• Realtor.com: “Show rentals near me on Realtor”
• Shazam: “Shazam this song”
• Telegram: “Send a Telegram message to Mom”
• Threema: “Send a Threema message to Kate”
• TripAdvisor: “Show attractions near me on TripAdvisor”
• Trulia: “Show homes for sale in Boston on Trulia”
• TuneIn Radio: “Open TuneIn in car mode”
• Walmart: “Scan my receipt on Walmart”
• WhatsApp: “Send a WhatsApp to Joe”
• Wink: “Activate home mode on Wink”
• Viber: “Send a message with Viber”
• Zillow: “Show me open houses nearby on Zillow”
93
Phone a Friend
Do Your
Research
Optimize Local
Data
Bring on the
FAQ
Optimize All
Assets
Schema
Optimization
Connect
Everywhere
Connected Payments
WHAT’S NEXT?
92
Google As A
Destination
93
Google As A
Destination
94
SEARCH
BEYOND
WORDS
95
The End of
the Duopoly
Chatbots
Become
Mainstream
97
Chatbots
Become
Mainstream
98
Voice
Search Gets
Monetized *
99
✓ Promotion of Similar Products
✓ Monetized Skills
✓ Transaction Fees (via Assistant)
✓ Sponsored Content (Prime Music)
✓ Interactive Audio & Video Ads
✓ Data Collection & Audience Targeting
* These are just my predictions!
2020 is TOMORROW
Today
20%
2020
50%
100
Estimated % of Search from Voice & Visual Inputs

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Dan Golden - The Future of Search Marketing

  • 1. 1 Proprietary & Confidential / © 2018 Be Found Online, LLC. Search Marketing What’s Now. What’s Next. Voice Search. Vsual Search. Chatbots. AI. Oh My.
  • 2. Anybody recognize this guy? John Moschitta Jr.
  • 4. 4
  • 5. 5
  • 7. Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere PLAYBOOK
  • 9. ANATOMY OF A SEARCH RESULT: 2019 Organic Result Paid Ad Apps News Local Knowledge Graph Organic Result 9
  • 10. ANATOMY OF A SEARCH RESULT: JUNE 2019
  • 14. GOOGLE HOSTED TRANSACTIONS 14 Google Rebrands “Purchases on Google” to “Shopping Actions with Express”
  • 15. 15 EVOLVING AD FORMATS Local Campaigns
  • 16. 16 EVOLVING AD FORMATS Gallery Ads
  • 17. 17 EVOLVING AD FORMATS Discover Campaigns
  • 18. 18 Proprietary & Confidential / © 2018 Be Found Online, LLC. 18 The ”New Buzzwords”
  • 20. Key AI – Marketing Applications Recommendation Engines •Recommendation engines, powered by Machine Learning, are hosted by everything from Google search to Facebook newsfeeds. Recommendation engine technology involves users making requests, and the machine in turn using the data to improve user experience. Visual Search •eBay, Pinterest, and ASOS are just a few businesses that leverage visual search. This allows users to take a picture of a product, from which the “machine” cross- references with inventory to deliver relevant results. Targeting •Dynamic, creative messaging solutions are increasingly being used to tailor messaging to the psychological profiles of customers—not just their past behavior. Chatbots & Voice Technology •Illustrated by the rise in AI assistants, chatbots have been growing rapidly. Technologies like Siri and Alexa are continuing to innovate, and more companies are experimenting with voice technology today. 20
  • 22. Key Machine Learning – Marketing Applications Regression •Predicting the relationship between 2 or more variables. Classification •A system that categorizes and recognizes and categorizes data. Targeting •Grouping data into categories based on similar traits. Sequencing •Predicting what’s next based on hisotorical data. 22
  • 23. The New Digital Ecosystem 23 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 24. US Household Smart Speaker Ownership 24 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 25. Smart Speaker Market Share 25 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 26. Platforms vs Devices 26 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce https://voicebot.ai/2018/11/13/new-report-over-1-billion-devices-provide-voice-assistant-access-today-and- highest-usage-is-on-smartphones/
  • 27. Smart Home Devices 27 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce Any Guess?
  • 28. Smart Home Devices 28 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 29. It’s not just speakers 29 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 30. A new category of Screens 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 32. A new category of Screens 32 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 33. A new category of Screens 33 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 34. Smart Display PLATFORM 34 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 35. Smart Display PLATFORM 35 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce https://developers.google.com/actions/assistant/responses #rich-responses Custom Themes Rich Responses
  • 36. Don’t Forget About the Cars 36 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 38. It’s not just about Voice 38 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 39. It’s not just about Voice 39 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 40. It’s not just about voice 40 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 41. It’s not just about voice 41 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 42. It’s not just about voice 42 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 43. It’s not just about voice 43 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 44. It’s not just about voice 44 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 45. Its not just about inputs 45 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 46. WHERE DID WE START? 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 47. THE NUMBER I NEVER BELIEVE 30 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 48. 48 Voice Search Voice Actions WHAT’S IN A WORD? The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 49. Voice Response Ranking Correlations 36 https://backlinko.com/voice-search-seo-study The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 50. 50 CONNECTING VOICE TO ACTIONS The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 51. 51 GOOGLE DUPLEX IN ACTION https://www.engadget.com/2018/05/08/pretty-sure-googles-new-talking-ai-just-beat-the-turing-test The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 52. Personal Assistant Quiz 52 The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 53. Q: Would you Buy This with Voice? 53Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 54. Q: How Bout This? 54Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 55. Voice Commerce Growing Fast 55Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce https://voicebot.ai/2018/12/31/amazon-says-alexa-voice-shopping-tripled-during-2018-holiday-season/
  • 56. Growth ≠ Market Share 56Proprietary & Confidential / © 2018 Be Found Online, LLC. The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 58. HERE’S WHERE IT STARTS 58 Google Rebrands “Purchases on Google” to “Shopping Actions with Express” The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 59. 30 Source: NetElixir “Search without screens” report (2018) VOICE COMMERCE OUTLOOK The New Devices Voice Search Voice Actions Virtual Assistants Voice Commerce
  • 60. OK – so when will we start hearing voice ads? 60
  • 61. 61 Google tried – the internet said no
  • 62. But what about internet radio? 62
  • 63. Voice search in action.. Case Studies 63
  • 70. Talk to Your Driver 70
  • 71. Talk to Your Dryer 71
  • 72. All Flowers. No Humans. 72
  • 73. And for us marketing nerds… 73
  • 74. And for us marketing nerds… 74 Category Try asking... You can ask basic questions. “How many users did we get yesterday?” “Where is my traffic coming from?” “How many new users did we get last week on mobile?” You can check performance. “Which channel converted the best for [Goal X]?” “Which landing pages with over 500 sessions have the worst bounce rates?” You can chart trends. “Trend of new users this month?” “Graph of sessions from Chicago vs Seattle in December?” “Percent of Direct traffic over time?” You can compare data for different values or time ranges “Conversion rate for referrals vs organic search?” “Average time on page for mobile vs desktop?” “How many [EventAction] did we have in February vs January?” You can ask about shares or percentages to understand significance. “Share of sessions by browser?” “What percent of sessions in the U.S. are from social?” “What share of sessions are from women?” You can ask complex questions combining multiple phrases. "How did share of new users compare in January for Firefox vs Chrome?" "Trend of new users this year vs last year."
  • 75. Voice Search Marketers’ Action Plan 75 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 76. Here are some questions to start before designing a skill: ✓ What are the most used actions/features? ✓ What can we automate? ✓ What do loyal customers ask for? ✓ How can you promote repeat purchase behavior? ✓ What does my call center or front office waste their time on? START WITH THE RIGHT QUESTIONS 76 75
  • 77. Google Assistant Skill Library 775 Link to Assistant Skill Library Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 78. Amazon Alexa Skills 775 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere Check out the Alexa Skills here
  • 79. SiriKit - Shortcuts 75 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere SiriKit Shortcuts here
  • 80. Research Step 1 – Start with the Questions ✓ AnswerThePublic.com ✓ BuzzSumo.com – Question Tool ✓Quara ✓Reddit ✓Yahoo Answers ✓ Google Keyword Tool 80 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 81. Research Step 1 – Start with the Questions 81 Source: AnswerThePublic.com Questions Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 82. 82 Research Step 1 – Start with the Questions Source: AnswerThePublic.com Prepositions Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 83. 83 Research Step 1 – Start with the Questions Source: BuzzSumo Question Analyzer Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 84. 84 Listen to your Call Center Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 85. 85 Local Search Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 86. 86 Voice Content & Q&A Strategy Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 87. 87 Optimize All Digital Assets Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 88. 88 Schema - Because Google Said So… Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere
  • 89. 89 Give it a Test Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere https://search.google.com/structured-data/testing-tool/u/0/
  • 90. 93 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere Connected Functionality • Flixster: “Show me Inception on Flixster” • Instacart: “Show Instacart availability” • Lincoln: “Start my Lincoln MKZ” • NPR One: “Listen to NPR” • NextPlus: “Send a message with NextPlus” • Realtor.com: “Show rentals near me on Realtor” • Shazam: “Shazam this song” • Telegram: “Send a Telegram message to Mom” • Threema: “Send a Threema message to Kate” • TripAdvisor: “Show attractions near me on TripAdvisor” • Trulia: “Show homes for sale in Boston on Trulia” • TuneIn Radio: “Open TuneIn in car mode” • Walmart: “Scan my receipt on Walmart” • WhatsApp: “Send a WhatsApp to Joe” • Wink: “Activate home mode on Wink” • Viber: “Send a message with Viber” • Zillow: “Show me open houses nearby on Zillow”
  • 91. 93 Phone a Friend Do Your Research Optimize Local Data Bring on the FAQ Optimize All Assets Schema Optimization Connect Everywhere Connected Payments
  • 96. The End of the Duopoly
  • 99. Voice Search Gets Monetized * 99 ✓ Promotion of Similar Products ✓ Monetized Skills ✓ Transaction Fees (via Assistant) ✓ Sponsored Content (Prime Music) ✓ Interactive Audio & Video Ads ✓ Data Collection & Audience Targeting * These are just my predictions!
  • 100. 2020 is TOMORROW Today 20% 2020 50% 100 Estimated % of Search from Voice & Visual Inputs