Author, consultant and marketer extraordinaire Travis Wright from CCP Digital gave a presentation at #LSS2017 that blew participants’ minds. On top of his inarguable wit and an entertaining deck (complete with John Travolta as Vincent Vega cameo), Travis shared over 150 digital marketing tools that can help you grow sales through smarter search, social and content strategy.
Given the meteoric rise of voice search as a preferred method of solving consumer needs, we wanted to share the top tools from Travis’s list that can help you optimize for verbal queries. Here are 10 tools to check out if you want to optimize your content for voice searches in Siri, Cortana, Google Now and other voice-activated AI platforms.
1. Use Bloomberry for Content Inspiration
Are you providing content to answer commonly asked questions relevant to your products and services? It’s not enough to just write about your offerings; you need to understand how consumers are searching for information that could lead them to your site or store listings.
Bloomberry helps you find the most popular questions asked by your target buyer by evaluating real-world queries across sites like Quora and Reddit, as well as in forums and on e-commerce sites. It’ll show you the hot topics, specific questions, and an analysis of the results. Created by the folks at BuzzSumo, it’s currently in beta and free to use.
2. Try Clickagy for the Ultimate in On-Site Personalization
One of Clickagy’s offerings called DDC leverages a site visitor’s personal browsing and behavior history to profile that visitor against all possible content options and display that most likely to engage that specific person.
Through A/B testing and its proprietary AI solution, you can have your content optimized for each visitor, rather than against the overall average. If you’re ready to take your content optimization to the next level, this is worth a look.
3. See QuanticMind for Predictive Ad Management
There are a lot of adtech tools out there promising smarter ad spend via data analysis and predictive ad management, but Travis talked about QuanticMind in his presentation. The combined power of algorithms, campaign management and analytics can help you take action to reduce inefficiencies by automating bid modifiers, for example. Ongoing ad and landing page testing drives higher conversions and ultimately, more revenue.
As consumers increasingly search by voice, capabilities like QuanticMind’s natural language processing modeling, which helps to optimize your long-tail bids, will grow in importance.
4. Measure Your Site Performance with Ghostery
You might already know Ghostery as a consumer offering that allows users to block trackers and ads, but it has an important marketing function, as well. You can use Ghostery to see which third-party codes or tags are running on your own content, and learn whether your widgets and trackers are slowing your website’s performance.
Considering the largely mobile nature of voice queries, you don’t want slow page load issues hindering the user experience or preventing search engines from offering your content as the best answer.
Check out the full deck from Travis Wright’s epic, martech-packed Local Search Summit 2017 presentation:
Help Search Engines See Your Listings as the Best Solution for Voice Queries
Along the same lines, you need to give search engines accurate and complete information if you want to be trusted and be their answer of choice for relevant voice queries. Ongoing, automated Local Listings Management ensures that your brand’s location data is verified, optimized and syndicated across search engines, directories and the entire local search ecosystem.
Further, Local Pages improves the relevance and engagement of each location page, ensuring that you’re not only found in search, but creating opportunities to interact and convert.
Want to learn more about optimizing for voice search?
- Read 15 Expert Voice Search & Local Content Optimization Tips from #LSS2017
- Read Trends & Predictions from Leading Voices in Local Search from LSA Insider
- Download your free whitepaper with actionable takeaways and tips from MindMeld, iProspect and Rio SEO: Local SEO Strategies to Capitalize on Voice Search