I remember typing into my first search engine in college during the mid-90s. Netscape and Yahoo dominated my computer lab time, and I thought it was the coolest thing in the world. Not too long after those days, I became an early adopter of using SEO techniques to enhance my uncle and aunt’s regional business and incorporated Google’s AdWords program into their marketing mix. I remember winning $.05 bids for 1st position for their niche business and telling them to wait by the phone, cause it was gonna ring soon. It did, and they landed on INC Magazine’s list of fastest growing companies.
Fast forward to today. My teenage kids rarely search by type or touch — they use voice assistants. They use voice for all kinds of conversational-type queries, from basketball trivia, to directions, to ordering pizza. They really only use the keyboard when it’s time for homework.
Their generation is living proof that voice tech is already disrupting business as we know it. So how do you prepare as a marketer?
One of the most sought after answers that Voice-thinking marketers are seeking today is to the question of how to ensure that Alexa, Google Home, Siri and others deliver their product or service as the voice search result. While only insiders at these companies know the secret sauce (i.e. algorithms), insiders and those studying the industry agree that there is one thing that benefits both your traditional search ranking and also positions you well for voice search – a fully-optimized website. Today we’ll cover organic search optimization tactics (not paid search) that you can implement to improve your onsite optimization. We’ll continue the conversation next week with more tactics, and if there’s interest, maybe we’ll create a Part III that discusses off-site optimization that will improve your authority and rankings as well.
So, here are three tactics that you can employ so that your website is as optimized as possible for touch and voice. Some of these tactics may seem foundational. That’s okay, we’re still in mini-camp. Master the basics before moving on to the more complicated aspects of optimization.
1. Make sure your website is secure. SSL certification is imperative now. If you’re not secure, you will get dinged. Even worse than that, Google and other search engines might roadblock your site.
2. Make sure your website is fast. Page speed counts. If there is any perceived delay by a searcher in reaching a certain page of your site, studies show that they abandon the page before it even loads. Pindgom.com has a nice tool that checks performance for you. If you have more specific questions about this, feel free to email me.
3. Implement structured data. Don’t know what structured data is? It’s a little technical and probably deserves its own blog post or podcast. But SearchEngineJournal.com has a great article about it. The best next step we can recommend is to organize a quick call with your SEO and developer team. Ask them if they are familiar with SCHEMA.org and if not, to get familiar with it right away.
We don’t know how the voice tech companies are going to make money through voice search in the future. But, while it is still a free and open market, I recommend that you master the fundamentals of the current search world, which is a blend of traditional written, video and image content, and the emerging world of voice content. Join me next week to get more insights on those fundamentals.
August 14, 2018
Written by Chris Sullivan
In this week's Marketing Insight, Director of Brand Innovation, Manish Patel, sheds light on what up-and-coming job… https://t.co/L5Ai5ecJws
March 8 - 12:53 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan discusses behavior change through the lens of Social Accountabil… https://t.co/HlOOBLiGdW
February 1 - 12:59 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan shares a ten-minute talk about his unique approach to developing… https://t.co/7yaFXSnx8Z
January 10 - 10:41 am - View on Twitter
There's still time to "gift" back this holiday! Check out our top 10 cause-based picks for the undecided shopper. https://t.co/HpVeLNHuGn
December 18 - 10:20 am - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan puts a spotlight on five successful, inspiring companies whose c… https://t.co/ZEWZw42Okq
December 13 - 1:32 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan shares some personal reflections on how to respond to today’s of… https://t.co/43WRKaYkI5
December 6 - 12:06 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, discusses the impact of digital gamin… https://t.co/fYfSgLRRCk
November 29 - 11:09 am - View on Twitter
At PPI, we love all things spooky. Check out our Halloween Video for a creepy treat! https://t.co/tKQHPyuvpm
October 31 - 9:33 am - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, shares a personal anecdote that sheds… https://t.co/xc9uCVFHFK
October 11 - 1:50 pm - View on Twitter
CEO Tom Sullivan discusses several approaches for developing an informed, data-driven content strategy to boost the… https://t.co/0Nbz61DCd9
September 27 - 12:15 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan continues to explore what we can learn from FAANG's Walled Garde… https://t.co/JeUvsfcDSb
September 19 - 11:30 am - View on Twitter
In this week's Marketing Insights, CEO Tom Sullivan discusses the Walled Garden approach that FAANG companies, and… https://t.co/vRDzMWoAs9
September 12 - 10:26 am - View on Twitter
In this week's Marketing Insights, Associate Creative Director, Tim Burr, discusses how a focused approach to marke… https://t.co/5loRgrFdUS
September 5 - 11:44 am - View on Twitter
Check out our last installment of our Voice "mini-camp" series where VP of Marketing and Media Strategy, Chris Sull… https://t.co/6yxEmeYu9G
August 30 - 10:13 am - View on Twitter
In our third Voice Marketing Insight, VP of Marketing & Media Strategy, Chris Sullivan, explores how marketers can… https://t.co/vjHPQEcWbe
August 16 - 10:50 am - View on Twitter
VP of Marketing & Media Strategy, Chris Sullivan, discusses the importance of persona development and Audio Identit… https://t.co/fYSbIZGLED
August 7 - 11:41 am - View on Twitter
In the first Insight of a "mini-camp" series on voice marketing, VP of Marketing & Media Strategy, Chris Sullivan,… https://t.co/tFgqjVh11C
July 31 - 2:05 pm - View on Twitter
CEO Tom Sullivan explores the recent succession of CEOs in the Fiat Chrysler Automotive and Ferrari families, and h… https://t.co/yIoeSKdhov
July 24 - 10:05 am - View on Twitter
Check out my latest #podcast https://t.co/eFFLCk7uYn on #Podbean
July 23 - 4:02 pm - View on Twitter
Check out my latest #podcast https://t.co/D9dl82LjkP on #Podbean
July 23 - 3:52 pm - View on Twitter