#SMX #21A3 @PeteCampbell

Pete Campbell, Managing Director, Kaizen

Optimising Content forVoice Search & Virtual Assistants

#SMX #21A3 @PeteCampbell

Pete Campbell, Managing Director, Kaizen

Optimising Content forVoice Search & Virtual Assistants

#SMX #21A3 @PeteCampbell

PETE CAMPBELL

/ KAIZEN

• Founder / Managing Director of Kaizen

• Content-led visibility powered by in-house tech

• Specialist team of Coders/Designers/Marketeers

• 2 award wins, 5 nominations in 2016/17

• Pete built his first website at 11, first grey hair at 28

• Running his 1st marathon this weekend (#brag)

• Proud owner of an Amazon Echo Dot

#SMX #21A3 @PeteCampbell

kaizensearch.co.uk/voice-search/

DOWNLOAD THE SLIDES

#SMX #21A3 @PeteCampbell

30 YEARS AGO APPLE PROPHESIED

A VISION OF AI ASSISTANTShttps://youtu.be/9bjve67p33E?t=1m20s

#SMX #21A3 @PeteCampbell

EXPECTATION

#SMX #21A3 @PeteCampbell

EXPECTATION REALITY

#SMX #21A3 @PeteCampbellCredit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you

#SMX #21A3 @PeteCampbell

NARROW AI

#SMX #21A3 @PeteCampbell

PERSONAL ASSISTANTS

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GOOGLE IS NOT OK

#SMX #21A3 @PeteCampbell

GOOGLE IS NOT OK

GOODBYE SIRI

#SMX #21A3 @PeteCampbell

GOOGLE IS NOT OK

GOODBYE SIRI

ALEXA, HELLO

#SMX #21A3 @PeteCampbell

AMAZON’S BEST SELLING PRODUCT IN 2016

5M+ ECHO DEVICES SOLD SINCE LAUNCH

61%

92% 95%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Siri OK Google Alexa

User

Sati

sfa

cti

on

by D

evic

e

Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

#SMX #21A3 @PeteCampbell

User Provides Query

Voice API Converts to

Text

AI Performs Query

Search Results

THE PROBLEM WITH VOICE SEARCH TODAY

#SMX #21A3 @PeteCampbell

X X User TypesQuery

Search Results

User Provides Query

Voice API Converts to

Text

AI Performs Query

Search Results

IS THAT IT’S NOT MUCH DIFFERENT FROM TYPING

#SMX #21A3 @PeteCampbell

User Provides Query

Voice API Converts to

Text

AI Performs Query

Search Results

User ProvidesCommand

AI Structures Request to 3rd

Party API

Action & Response

X

VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE

X X User TypesQuery

Search Results

“Order a Pizza” Brands API #diet

#SMX #21A3 @PeteCampbell

HOW OWNERS ARE USING ECHO

Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

#SMX #21A3 @PeteCampbellOK GOOGLE, WHAT’S NEXT?

#SMX #21A3 @PeteCampbell

“The destiny of [Google]

is to become the Star

Trek computer, and

that’s what we are

building”

Amit Singhal – Google SVP Search, 2013

#SMX #21A3 @PeteCampbell

“You could ask it a

question and it would tell

you exactly the right

answer, it would tell you

things you need to know

before you could ask it.”

Amit Singhal – Google SVP Search, 2013

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you

#SMX #21A3 @PeteCampbell

DEEP AI / MACHINE LEARNING

#SMX #21A3 @PeteCampbell

GOOGLE DEEPMIND

#SMX #21A3 @PeteCampbell

GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT

HUMANS AT 23 GAMES VIA MACHINE LEARNING

#SMX #21A3 @PeteCampbell

GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT

HUMANS AT 23 GAMES VIA MACHINE LEARNING

4 HOURS OF TRAINING

TO LEARN THE ‘TRICK’

#SMX #21A3 @PeteCampbell

IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE

WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1

#SMX #21A3 @PeteCampbell

NOW DEEPMIND CAN NAVIGATE A

DOOM-LIKE 3D MAZE JUST BY LOOKING

https://www.youtube.com/watch?v=nMR5mjCFZCw

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IBM WATSON

#SMX #21A3 @PeteCampbell

THE NORTH FACE USE IBM’S WATSON TO OFFER

CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH

#SMX #21A3 @PeteCampbell

THE NORTH FACE USE IBM’S WATSON TO OFFER

CONTEXTUAL SHOPPING BASED VIA CONVERSATIONAL SEARCH

#SMX #21A3 @PeteCampbell

BEARNAKED USES WATSON TO ‘TASTE-TEST’ YOUR

CUSTOM-MADE GRANOLA RECIPES BEFORE YOU ORDER

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OPTIMISING FOR NARROW AI

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you

#SMX #21A3 @PeteCampbell

ANSWERS ACTIONS

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ANSWERS

#SMX #21A3 @PeteCampbell

USE KEYWORDTOOL.IO TO IDENTIFY

LONG-TAIL QUESTIONS WITH VOICE INTENT

#SMX #21A3 @PeteCampbell

CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT

SUCCINCTLY ANSWER EACH QUESTION

#SMX #21A3 @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

STRUCTURE THE ANSWER TO

MATCH HOW SNIPPETS

APPEAR IN YOUR NICHE

#SMX #21A3 @PeteCampbell

PROFIT?

#SMX #21A3 @PeteCampbell

ACTIONS

#SMX #21A3 @PeteCampbell

APIS ARE KEY TO FUTURE ORGANIC VISIBILITY

WEB

SEARC

H

APP

VOICE

AI

#SMX #21A3 @PeteCampbell

APP INDEXING & DEEP LINKING

#SMX #21A3 @PeteCampbell

OPENS PAGE IN

THE APP

‘Install App’Button Fallback

APP INDEXING & DEEP LINKING IN IOS & ANDROID

#SMX #21A3 @PeteCampbell

Access Apps from Anywhere

Run Android Apps without

Installation

INSTANT APPS WILL DOMINATE (ONE DAY)

#SMX #21A3 @PeteCampbell

ONE URL – SAME CONTENT

MOBILE APP DESKTOP

ONE URL TO RULE THEM ALL

#SMX #21A3 @PeteCampbell

1. Add Support for HTTP URLs

2. Use App Indexing API or SDK (iOS)

3. Test in Android Studio or Safari

4. Register in Google Search Console

5. Monitor via Search Analytics Report

HOW TO IMPLEMENT APP INDEXING

https://developers.google.com/app-indexing/android/app

http://apple.co/1UMgEkf

#SMX #21A3 @PeteCampbell

SMARTPHONE AI VOICE ACTIONS

#SMX #21A3 @PeteCampbell

“SEARCH FOR [KEYWORD] ON [APP NAME]”

Intent Action Context

Google-Approved API

Commands Only

Credit: https://developers.google.com/voice-actions/system/

#SMX #21A3 @PeteCampbell

Use NSUserActivity to build index of App

Content & Search Activities

Eligible Activities Only

Appear on Siri

Credit: http://apple.co/1YilYuO

#SMX #21A3 @PeteCampbellCredit: http://apple.co/1YilYuO

• VoIP calling / messaging

• Payments

• Photo

• Workouts

• Ride Booking

• CarPlay

• Restaurant Reservationshttps://developer.apple.com/sirikit/

#SMX #21A3 @PeteCampbell

SMARTDEVICE AI VOICE ACTIONS

#SMX #21A3 @PeteCampbell

HOW ALEXA’S ‘CUSTOM SKILLS’ WORK

Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide

Built with AWS Lambda or Web Service

#SMX #21A3 @PeteCampbell

HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK

Credit: https://developers.google.com/actions/develop/conversation

Built with Node.JS & Conversation API

#SMX #21A3 @PeteCampbell

MANAGE YOUR ENERGY ACCOUNT

#SMX #21A3 @PeteCampbell

OR DEMYSTIFY INSURANCE JARGON

#SMX #21A3 @PeteCampbell

OR JUST.. ORDER A PIZZA

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TL;DR VERSION

#SMX #21A3 @PeteCampbell

VOICE ACTIONS

VOICE SEARCH

FOCUS ON

NOT

#SMX #21A3 @PeteCampbellCredit: https://research.hubspot.com/reports/artificial-intelligence-and-you

#SMX #21A3 @PeteCampbell

STILL THE STUFF OF HOLLYWOOD..

#SMX #21A3 @PeteCampbell

DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/VOICE-

SEARCH/

THANK YOU! SEE YOU AT THE NEXT #SMX