SEO Without SERPS By Bryson Meunier

#SMX #13A @brysonmeunier

Optimizing for Google Assistant, Google Home and Amazon Echo

SEO WITHOUT SERPS


Optimizing for Google Assistant, Google Home and Amazon Echo

SEO WITHOUT SERPS


A BRIEF HISTORY OF GOOGLE SEARCH








“I think moving forward the entire ecosystem will evolve to actually support that type

of search – that future Star Trek computer – because that’s

what users want.”-Amit Singhal, 2014



FIRST TIME IN GOOGLE HISTORY WE HAVE SEARCH

WITHOUT A VISUAL SERP


Can SEO exist without a visual SERP?


YES


OPTIMIZING FOR GOOGLE HOME AND GOOGLE ASSISTANT


§ Understand the types of queries affected

§ Rank for featured snippets or go home§ Use the right blend of informational and

promotional messaging in featured snippets

§ Put inventory on Google Express and claim your business in Google My Business

§ Create and promote Actions on Google

5 Steps to Google Home/Assistant Optimization


1. Understand the types of queries affected

Updated comprehensive list at http://searchengineland.com/seo-without-serps-google-assistant-home-amazon-echo-heres-survive-263763


NEW



§ Understand common questions around your product/service with tools like Answer the Public, Google People Also Ask, Moz Keyword Explorer

§ Optimize facts and info for featured snippets that are commercial in nature and have no best answer (e.g. how much are cowboys tickets?, best brand of refrigerator)

Tips for Facts & Info


§ Prioritize listings where links are provided in Google Home App

Tips for Facts & Info


Tips for Shopping Queries

§ Google Express, physical goods only

§ Unable to order items over $100 or under $3.99

§ Focus on queries it doesn’t understand (OK Google. Buy a Lamborghini Aventador. I'm sorry. I don't know how to help with that)

§ Focus on broad queries. Added red dress to my shopping list.


2. Rank for featured snippets or go home

§ Rank #1 or 2 as 56% of featured snippets naturally rank in top two positions (Moz)

§ Put the question in a header tag and separate the answer by a paragraph

§ Write the best answer to the question, as pages with more engagement are more likely to get featured snippets (Wordstream)


3. Use the right blend of promotional and informational messaging

§ Once you have the featured snippet, include promotional messaging along with basic facts to have Google Home promote your company


4. Put inventory on Google Express and claim your business in Google My Business

§ At this time Shopping queries are powered by Google Express only. Submit your interest here: https://services.google.com/fb/forms/expressretailers/ or http://bit.ly/googleexpresssignup

§ Local SEO is necessary. Start by claiming your listing at Google My Business.


5. Create and promote Actions on Google

§ Let your brand be the assistant with Actions on Google: https://developers.google.com/actions/

§ Advantage to early adopters because marketplace includes mostly small brands.

§ Test your actions or listen to others with Web Simulator: https://developers.google.com/actions/tools/web-simulator

§ Available from Assistant, Home, Allo and Pixel


OPTIMIZING FOR AMAZON ECHO


3 steps to for Amazon Alexa Optimization:

§ Optimize for Amazon Shopping Queries

§ Create and promote Amazon Alexa Skills

§ Understand Alexa Facts and Info Queries


1. Optimize for Amazon Shopping Queries

§ Make it available on Amazon Prime§ Send Customers to Amazon for the

Initial Sale§ Manage Shipping Time§ Manage Product Reviews§ Optimize Items For Amazon SEO

Check out The Complete Guide to Amazon Alexa SEO by Robyn Johnson: https://www.searchenginejournal.com/complete-guide-amazon-alexa-seo/185383/


2. Create and Promote Amazon Alexa Skills

§ Extensive documentation at https://developer.amazon.com/alexa-skills-kit

§ Most brands will use custom skillsas opposed to smart home skills or flash briefing skills (news)

§ Provides an advantage to early adopters, though some larger brands like Campbell’s Kitchen and Fidelity have built and promoted Alexa Skills


3. Understand Alexa Facts and Info Queries

§ Bing only for facts and info queries§ Same tips for Google Assistant

facts and info apply


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Marketing

SEO Without SERPS By Bryson Meunier