The document discusses optimizing content for voice search and virtual assistants. It begins by noting the growth of voice search and changes in how people search. It emphasizes the need to connect people, places and entities through tools like knowledge graphs. It provides tips for businesses like leveraging frequently asked questions and answering common questions directly on their site to control direct answers from assistants. The document also discusses building a conversational engine using tools like API.AI to integrate with virtual assistants and platforms.

1. #SMX #13A @benuaggarwal
Optimizing
Content For Voice
Search & Virtual
Assistants -

2. #SMX #13A @benuaggarwal
Optimizing
Content For Voice
Search & Virtual
Assistants -

3. #SMX #13A @benuaggarwal
OUR CUSTOMERSHOTEL
CHAINS
OWNERSHIP
GROUPS
& MGMT.
COMPANIES
INDEPENDENT
HOTELS &
GROUPS
ENTERPRISE
(NON-
HOSPITALITY)
SOME OF OUR 2000+ CUSTOMERS
Hospitality | Retail | Financial Services

4. #SMX #13A @benuaggarwal
Milestone, the one stop digital marketers
Builder Local Social
Reviews Insights Analytics
Design Content Creative SEO & local
Digital media
advertising
Social
marketing
SupportMarketing
analytics
Full Service Digital Agency
Platform independent services
The Digital Presence Cloud
Software for digital marketers
Silicon Valley ~ Chicago ~ D.C. ~2,000+ customers ~300+
Awards
Hospitality - Retail - Finance

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The Milestone Digital Presence Cloud
Builder Local Intelligence AnalyticsReviews Social
CREATE ENGAGE UNDERSTAND
Website
development
Social & digital
marketing
Reporting
& analytics
softwareservices

6. #SMX #13A @benuaggarwal
Agenda
1. Growth in Voice Search
2. Search has changed
3. Connecting People, Places and Entity
4.Smarter Devices and More Accurate Answers
5. Using Voice Search and FAQ – Case study and results
6.Your Own Conversational Engine
7. Optimize your Website for Voice Search
8.Key Take Away
5

7. #SMX #13A @benuaggarwal
It’s a brave new World
50% 18%
18% of local
searches lead to a
sale within 24 hours
of search is
performed on a
non-pc device
of mobile users
“search” for a local
business
82% 50%
50% of mobile visitors
who perform a local
search will visit a store
within 1 day

8. #SMX #13A @benuaggarwal
Search has changed
2008
Queries Dup
Eliminate
duplicat
e
content
Text
Keyword driven
Source: Google, Apple
Stuffing
Penalize
bad links
&
keyword
stuffing
Content
Put
emphasis
on page
content
Voice
Question driven
Questions

9. #SMX #13A @benuaggarwal
AI is driving a new reality
Smart digital
assistants are
responding to
user needs,
not user
searches
“…tell me the best hotel to stay at in Chicago…”

10. #SMX #13A @benuaggarwal
Devicesaregettingsmarter
Google Assistant Apple Siri Amazon Echo
Proactive suggestions
Leverage your web site through topical markup
Augmented through other sources like maps & location DB
What is the
best hotel in
Chicago?

11. #SMX #13A @benuaggarwal
How does a Personal Assistant Work?
Gives Proactive Suggestions
Data is collected from your website
through Structure Markups
Most critical information on your
website needs to be marked up with
tags defined by Schema.org
Hello Google,
find a lounge bar near me”
CUSTOMER
World class lounge bar in Chicago
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem
aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni
dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor
sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore
magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam
corporis suscipit laboriosam, nisi ut aliquid ex ea cov
www.yourwebsite.com
YOURWEBSITE
Looking…
PERSONALASSISTANT

12. #SMX #13A @benuaggarwal
CONNECTING PEOPLE, PLACES AND ENTITY
Have Your Identity On The Web – Knowledge Graph, Voice Search, Machine
Learning..
PEOPLE PLACES THINGS

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The “FEATURED” SNIPPET
63% CTR
340% Sessions
400% Page views
Hotel Nikko Success
Story

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PROVIDE“ANSWERS”FORQUESTIONS
Google now drives Direct Answers

15. #SMX #13A @benuaggarwal
CONTROLTHEANSWERS

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HOW DID WE DO THIS?

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FAQ AND VOICE SEARCH

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The “Featured” snippet
17
63% CTR
340% Sessions
400% Page views
Hotel Nikko Success
Story

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AMAZING ROI

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Now What – MAKE YOUR OWN CONVERSATIONAL ENGINE
1. Technology should understand intelligent
conversational and SHOULD speak
human language
2. API.AI is useful in building conversational
interfaces for chatbots, smart home
devices, wearables etc.
3. Leverages Speech toText, Natural
Language Processing and Artificial
Intelligence

21. #SMX #13A @benuaggarwal
Integration across VA and Most Popular Platform
20

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4 Get started: Step - 1 Create agent

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4 Get started: Step - 1 Create agent

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4 Get started: Step - 2 Create entities

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4 Get started: Step - 2 Create entities

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4 Get started: Step - 3 Create intents

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4 Get started: Step - 4 Test & Train Agent
Once the agent is trained and tested, it is ready for integration
without application or device using webhook tool, API.AI SDKs
and API.AI integrations.

28. #SMX #13A @benuaggarwal
Understanding Voice Quires
Voice Search or Search by
Voice - Allows users to use
Google Search by speaking
The Voice Search/Speech Recognition
uses the Web Speech API to convert
your spoken words into text.

29. #SMX #13A @benuaggarwal
KEY TAKE AWAY
Leverage
Voice
Search
Focus on
Answers
“Own” the
featured
snippet
Build a
conversational
engine
Web-speech
API to search
your website

30. #SMX #13A @benuaggarwal
ThankYou
Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
@benuaggarwal
http://www.facebook.com/Milestoneinc

31. #SMX #13A @benuaggarwal
Enhance voice results with attributes
Find pet friendly
hotels in San
Francisco…

32. #SMX #13A @benuaggarwal
SEE YOU AT THE NEXT #SMX!
THANK YOU!