Using Latent Semantic Indexing to boost your SEO strategy

SEO is an ever-changing, expansive science that is often hard to understand.

You know that you need specific keywords to boost your website traffic, but we’re about to throw another curveball at you – latent semantic indexing (LSI).

It sounds like a complicated term, but if you understand how basic SEO works you’re already halfway there. Below I’ll explain not only what this means but also how you can use it to help boost your SEO strategy and grow your business.

What is Latent Semantic Indexing? How does it help SEO?

Latent semantic indexing is a concept that search engines like Google use to discover how a term and content work together to mean the same thing.

In other words, in order to understand how LSI works, you need to understand that search engines are smart enough to identify your content’s context and synonyms related to your keywords.

However, without LSI keywords it takes the search engines a lot of effort to look for these synonyms and the relation of your keywords to the content on your site. With that said, search engines like Google rank those websites using LSI keywords higher than those that do not.

By using LSI keywords, you’re better able to create content that flows in a more conversational way. Using a specific keyword will generate results that are similar to the topic you’re discussing. This way you’re not overstuffing your content with the same keyword, making it almost unreadable by your audience.

It also helps that you’re including LSI to provide the right information to the correct audience. When you use LSI keywords, your audience is able to find the answer to their search quicker and easier, thus generating more traffic to your business’s website.

How you can find LSI keywords?

Still confused? It’s because LSI keywords make more sense when you can see examples and know how to find them.

Searching for the right keywords means using the right tools, so consider some of the tools below:

Google Search

One of the easiest ways to find your keywords is by going straight to the source. Perform a Google search to see which keywords or phrases are associated with a specific term. For example, we took a search of the word “dog.”

This is a great way to find your LSI keywords because you’re seeing exactly what Google links with the specific word. You can use these phrases or keywords as a jump off point for your LSI keywords.

If you can incorporate into your writings the keywords/phrases associated with what Google is already doing, you’re on the right track.

Google Keyword Planner

You’ll need to create a Google AdWords account in order to use the Keyword Planner. Once you’ve signed in to Google, you can access the Keyword Planner here:

Once you get into the planner, there are a couple options for you to choose. Go ahead and click on the first choice, “Search for new keywords using a phrase, website, or category.” You can then type in your information and keywords and hit “Get ideas.”

We went and ahead and used the same term “dog” to keep things simple for you. Here are the results that popped up when we searched.

These are the relevant LSI keywords that Google associates with the specific term. You’ll also be able to see how many searches are done during an average month, and how competitive the word or phrase is.

LSI Keyword Generator

This is another easy way to locate ideal LSI keywords. You can find this free keyword tool here. You simply need to enter your keyword into the search bar and it will generate a list of LSI keywords. Here’s what our search generated for the term “dog.”

How do you know which of these keywords are the best?

You now have a list of LSI keywords. But you can’t (and shouldn’t) use all of them. How do you know which are the most ideal for your website? The key is to understand why someone would be searching for this term. Once you have this information, you can decide which keywords apply to your situation.

Often times the intent of a user’s search is to find out one of three things:

  • Finding information on a subject (For example, what is a dog?)
  • Finding specifics about a subject (Example: What are the most popular dog breeds?)
  • Finding a way to purchase the subject (Example: Where can I find dogs to purchase?)

To state the obvious, you’ll want to choose keywords that are applicable to your content. So, if your website is about dog adoption, you wouldn’t want to choose an LSI keyword relating to how to treat dog flu. You’d want to choose a keyword that’s more relevant to your website, such as “dogs for sale.”

The team at HigherVisibility came up with a great LSI infographic for beginners that shows how this works and how to be successful with the strategy.

LSI is a way to prevent the stuffing of keywords into a piece of content. The best way to incorporate these words into your website and content is to write them in naturally.

Finding a combination of both popular keyword searches and relevance to your content is the ideal way to decide which of the keywords work for your website.

The takeaway

If you’re trying to rank your website high in search results, you’re willing to play the Google game. Including effective backlinks and adding keywords to your website’s content will rank you high and generate more traffic to your business’s website, but adding in latent semantic indexing and you may be thrown for a loop.

Ultimately, it isn’t a difficult concept to understand. Just know that Google looks for synonyms to keywords to find the most appropriate content for a search query (and we’re glad they do!). Once you’ve understood how and where to find your ideal LSI keywords, you’re well on your way to boosting your SEO strategy.

Do you have experience with LSI keywords? Let us know your thoughts and about your experiences in the comment section below.

Amanda DiSilvestro is a writer for HigherVisibility, a full service SEO agency, and a contributor to SEW. You can connect with Amanda at AmandaDiSilvestro.com.

Top 4 mistakes ecommerce marketers are still making

A segmented circle with red, purple, green, yellow and blue sections.

The digital ink spilled over ecommerce and product remarketing best practices is pretty prolific, but we still frequently see major opportunities being missed when we take over new client accounts.

In this post, I’ll break down four mistakes I see all too often and explain why ecommerce marketers should look to remedy them ASAP.

Without further ado…

Lack of proper brand vs. non-brand segmentation in Google Shopping

If you have a strong brand presence (high volume/well-known brand) and see significantly more efficient CPAs/ROIs on this traffic (which is likely), you will want to segment your campaigns in order to properly capitalize on it while ensuring you are not overpaying.

In order to do this, you will want to duplicate your Shopping campaigns and designate one “brand” and the other “non-brand”.

You will then want to set the priority of your brand campaign to low (yes, this is the opposite of what you might assume!) and add all of your brand keywords as negatives into your non-brand campaign.

Give your brand campaign higher bids in order to get maximize impression share for those terms; this allows you to stay efficient on your branded terms while capitalizing on traffic/impression share.

Leveraging only dynamic product ads for remarketing

Many ecommerce marketers tend to rely only on dynamic product ads (whether on Facebook or the Google Display Network) when remarketing to their audiences.

Yes, these ads are a very efficient way to remind audiences about products or products similar to the ones they were viewing and get them back on the page to convert.

However, it’s important to remember that you can and should still take advantage of standard remarketing ads on both Facebook and the GDN.

With Facebook especially, standard ads better allow you to speak to your customers and to test different messaging and creative regarding value props, credibility, and overall themes. In addition, you can easily test how offering discounts or incentives like free shipping may help increase conversions.

Minimal segmentation of RLSA audiences

Many ecommerce marketers only segment audiences by site visitors and add-to-cart users who haven’t converted.

While this is a good way to identify high-intent and low-intent audiences, you are not capitalizing on advanced segmentation techniques that can advance your marketing from a standard RLSA/remarketing approach to a strong strategic approach.

Build audience lists based on where in the site users visited and which products and product categories they’re interested in. Leverage Google Analytics data to segment audiences based on time on site, number of pages viewed, etc.

After segmenting these various audiences, I recommend that you apply them to your search campaigns with no bid modifiers. Allow Google to collect data and show you how these audiences perform, then apply bid modifiers to push hard where appropriate.

Using only Google and Bing Shopping

Don’t forget that although Google and Bing are the biggest shopping comparison engines, they’re not the only ones available. It’s important to capitalize on other shopping engines, which in aggregate are the most powerful tool in the ecommerce marketer’s belt.

Although these other CSEs may have much lower volume, they still contribute to incremental purchases usually with less competitive CPCs that bring the prospects of good efficiency and ROI.

If you’re making any of the mistakes described above, you’re leaving revenue and ROI on the table. Drop a comment if you have questions, but otherwise make it a priority to shore these up and get the funnel flowing.

Good luck!

Accelerated Mobile Pages vs Facebook Instant Articles: Is Google winning the mobile war?

Image shows screenshot of Google Search for Trump – showing six Accelerated Mobile Page (AMP) articles on the smartphone. No AMP articles on the tablet.

Articles published with Accelerated Mobile Pages (AMP) load four times faster than standard mobile pages with a 35% improvement in engagement time, according to new research from Chartbeat.

Facebook Instant Articles (FIA), a key competitor to Google’s AMP product, load faster than AMP. But publishers see three times as many AMP articles viewed per day than FIA articles.

This comes hot on the heels of a stream of encouraging news on AMP from the Google I/O keynotes, presented by VP product management Rahul Roy-Chowdhury and Malte Ubl, creator and tech lead of the AMP Project. These included:

  • There are now 2 billion AMP pages from over 900,000 domains, as of May 2017. A year ago there were 125 million AMP pages.
  • An average AMP page loads in less than a second and uses ten times less data than a normal mobile page.
  • AMP supporters and partners include Twitter, Tumblr, Qzone, Weibo, Pinterest, LinkedIn, Bing, Feedly, Nuzzle.
  • AliExpress reduced load times by 36% with AMP, helping to increase orders by 10.5% and conversion rates by 27%.

Meanwhile, in late May 2017, Facebook announced an extension to its Software Development Kit (SDK) so that articles produced for FIA will also be publishable as AMP articles, and soon also as Apple News. This is in response to publisher frustration at having to produce content in different formats for different platforms.

Facebook’s move could also be a reaction to a number of publishers reportedly dropping Facebook Instant Articles, and a recognition the FIA is losing ground to AMP.

A recap: What is AMP?

AMP is special type of slim-line mobile webpage, which is an open source project, led, or controlled (depending on your viewpoint), by Google. AMP web pages are faster because:

  • AMP is not part of the publisher’s main website (less baggage to download).
  • The content is static (less interactive baggage to stall download).
  • The articles are pre-cached on servers around the world, by Google or its AMP partners, so they are closer to the user (faster to download).

Any web page could be – and should be – speeded up in a similar way, by reducing page bloat, and using caching via a content delivery network. But the advantage of AMP is Google will only cache AMP pages and Google promotes AMP pages in mobile search above non-AMP pages.

As demonstrated by the following screenshots, of a Google search for “Trump” captured concurrently on a tablet and smartphone, using the tool mobilizer, AMP news stories dominate mobile search results for topical terms. Not just in the picture-led carousel of news, but throughout search results. AMP doesn’t feature at all in tablet results, which is baffling.

What the difference between AMP, Facebook Instant Articles, and Apple News articles?

Facebook Instant Articles and Apple News are news articles from third-party publishers that appear in the newsfeed on the Facebook app and within the Apple News app, respectively. They are tightly controlled by Facebook and Apple and only available to users of those apps. They are also not discoverable through web search or other third party sites or apps.

While these platforms present additional distribution channels for publishers, there is a double drawback to using them: the potential for losing out on direct traffic to their own sites and apps (where they potentially control all the ad revenue), and also the need to prepare articles in three additional formats.

The stats

Chartbeat’s research is particularly interesting as it provides an independent assessment of AMP and a comparison with FIA. There’s no inclusion of Apple News in the research, which is unfortunate as little is known about the platform except that it has 70 million users, according to Recode.

Chartbeat compared 360 sites that use both AMP and FIA, from its 50,000 media sites that use its analytics tools. So how did AMP stack up in the race against Facebook?

Speed and engagement

Let’s start with speed and engagement.

  • The research found the average mobile web article took 5.3 seconds to load, but AMP took 1.4 seconds. That’s not as quick as Google’s claim of under a second, but it is a four-fold improvement.
  • FIA loaded in a fraction of that time at 0.001 seconds, on most occasions too fast for Chartbeat to measure.
  • Comparing the read time of visitors coming from search, Chartbeat found readers engage with AMP articles for an average of 48 seconds v 36 seconds for normal mobile articles i.e. 35% longer.
  • There were no comparable engagement stats for FIA.

Considering AMP’s focus on speed, this comparison with FIA is embarrassing. However, Google is already working on speeding up AMP.

In his Google I/O keynote, Malte Ubl announced a plan to make AMP twice as fast to deliver “first contentful paint” – a technical term referring to the first ‘interesting bit’ of a webpage that the browser loads.

In practice, this will make it twice as quick to access the important part of a document, e.g. the text in an article, when clicked through from search.

Article volume

On a daily basis, publishers see three times as many AMP articles viewed as FIA articles, according to Chartbeat. The report authors concluded from these results that content has a longer lifespan on AMP, or receives traffic for more days from AMP, than from Facebook Instant Articles.

Graph shows that selected publishers see over 3000 AMP articles viewed, which is three times as many as FIA articles, at less than 1000, according to Chartbeat.

Article volume matters to publishers. Especially when they have to reproduce content for different platforms, as well as, and in competition with, their own sites and apps.

As noted above, Facebook has opened up its SDK so articles produced for FIA would also be AMP and Apple News ready.

Similarly, if AMP volume continues to plateau for these publishers as Chartbeat suggests it has since the beginning of the year, publishers could become restless.

AMP vs mobile web

The biggest competitor to AMP probably isn’t FIA or Apple News; it’s the plain old mobile web.

Chartbeat’s research shows that publishers that use AMP and FIA have seen them steadily make more of an impact on mobile traffic. But today AMP is 16% of all mobile traffic for AMP publishers, and FIA is 14.8% of all mobile traffic for FIA publishers. While this is still significant, the majority of mobile traffic is not made up of either.

Graph shows steady rise in AMP and FIA contribution to mobile traffic. Today AMP is 16% and FIA is 14.8%.

Not everyone is happy with AMP

There has been a growing number of voices of dissent to AMP. A lot of this sentiment is summed up in this provocative Register article, calling on Google to “Kill AMP before it kills the web”.

It’s clear from the Google I/O keynote that AMP publishers have also raised issues. Elena Legeros highlighted and addressed four key challenges:

  • All AMP pages look the same. Response: Google is releasing more templates through AMP start.
  • It’s hard to measure/track visits to AMP pages. Response: Google Analytics is working with third party analytics companies to improve this.
  • Not everyone likes AMP URLs in Google Search. Response: Google recognizes that it is frustrating. Will work with partners to display the original article URL.
  • AMP pages do not monetize well through ads. Response: Google disagrees.
  • Andy Favell is Search Engine Watch’s columnist on mobile. He is a London-based freelance mobile/digital consultant, journalist and web editor. Contact him via LinkedIn or Twitter at Andy_Favell.

    How to scale web design to improve page loading speed

    You might be thinking, what’s the fuss about website speed? What is important about the average page loading speed?

    According to Aberdeen Group, a 1-second delay in page load time yields:

    • 11% fewer page views
    • A 16% decrease in customer satisfaction
    • A 7% loss in conversions

    Amazon reported an increased revenue of 1% for every 100 milliseconds improvement to their website speed while Walmart, also found that every 1-second increase in page speed resulted in a 2% increase in conversions.

    Source

    The speed of your website additionally impacts your organic search rankings because Google, since 2010, has included site speed as a signal in its ranking algorithm.

    Basically, your web page loading speed is very important and determines if you will rank in SERPs.

    Below are 8 simple but highly effective ways to enhance your web speed immediately by modifying your website design.

    #1 Optimize images and lazy load everything

    Some of the most common bandwidth hogs on the web are images. According to HTTP Archive, images now account for 63% of page weight.

    “As of May [2015], the average web page surpassed the 2 MB mark. This was almost twice the size of the average page, just three years ago.”

    Source

    The graph shows a breakdown of what consumes kilobytes the most. Practically all asset types are growing, with the most notable one being images.

    When creating content, some people make use of large images and then use CSS to scale them down. However, unknown to them, the browser still loads them at full size.

    For instance, if you scale down an image of 800 x 800 to 80 x 80, the browser will load ten times more.

    The best way to optimize your images is to compress them into smaller sizes while retaining quality. Using tools such as TinyJPG and Compressor.io, or CMS plugins such as WP Smush It (WordPress) and Imgen (Joomla) for compressing images will guarantee your website loads faster, resulting in better experiences for web visitors and increased conversion rates.

    Another option is to “lazy load” images and web contents. In essence, you make use of a little bit of JavaScript to find out which images are in or close to the viewport and only download images that the user will likely see.

    The benefits of Lazy Loading according to Stackpath include:

  • Lazy loading strikes a balance between optimizing content delivery and streamlining the end user’s experience.
  • Users connect to content faster, since only a portion of the website needs to be downloaded when a user first opens it.
  • Businesses see higher customer retention as content is continuously fed to the user, reducing the chances the user will leave the website.
  • Businesses see lower resource costs since the content is only delivered when the user needs it, rather than all at once.
  • #2 Make use of browser caching

    Setting up browser caching allows you to temporally store data on a site visitor’s computer. This ensures that they don’t have to wait for your web pages (logo, CSS file, and other resources) to load every time they visit your website.

    Your server-side cache and their browsing configuration determine how long you store the data. Setting up a browser caching on your server can be done by contacting your hosting company or by checking out the following resources:

    • Apache Caching
    • IIS Caching
    • Nginx Caching

    Leveraging browsers caching is specifying how long web browsers keep CSS, JS, and images stored. Allowing your web pages load much faster for repeat visitors resulting in a smoother experience while navigating and better rankings in SERP’s.

    Also, installing a cache plugin will have a huge effect on your page loading times. Caching plugins handle this concern by generating a static copy of your content and deliver it to site visitors. This can lessen your page loading time drastically.

    Caching plugins could help you see around ten times improvement in your overall website performance. An example of caching plugin includes W3 Total Cache.

    #3 Compress web content

    Google defines compression as the process of encoding information using fewer bits. Though the latest web browsers support content compression ability, many websites still do not deliver compressed contents.

    Visitors who visit these websites experience slow interaction with web pages. Major reasons for these unfavorable website behaviors include old or buggy browsers, web proxies, misconfigured host servers, and antivirus software.

    Uncompressed contents make receiving the web contents and page load time very slow for users who have limited bandwidth.

    For effective compression tactics to deliver efficient website content, Google recommends the following:

    1) Minify, HTML, CSS and JavaScript

    2) Make use of consistent code in CSS and HTML with the following method:

      • Use consistent casing – mostly lowercase.
      • Ensure consistent quoting of HTML tag attributes.
      • Indicate HTML attributes in the same order.
      • Indicate CSS key-value pairs in the same order by alphabetizing them.Using tools such as Adobe DreamWeaver and MAMP to create/edit CSS and test run websites locally on your PC respectively.

    3) Enable Gzip compression

    Gzip finds similar strings and code instances and replaces them temporarily with shorter characters.According to Google:

    “Enabling Gzip compression can reduce the size of the transferred response by up to 90%, which can significantly reduce the amount of time to download the resource, reduce data usage for the client, and improve the time to first render of your pages”

    #4 Optimize CSS code and delivery

    The introduction of CSS was a key improvement and has had almost no shortcomings. However, it is essential to consider the impact CSS scripts can have on page speed, particularly when it comes to the representation of a web page.

    When CSS is delivered inadequately, it results in a delay by the browser in downloading and processing the styling data before it can completely finish rendering to display your web pages to your visitors. This is why it’s vital to optimize CSS delivery and to identify the pitfalls that can slow down your web pages.

    CSS can be used in several ways by a web page and still work. Given that there are various ways to use it, there are several different CSS setups. Regardless of how you set up on your web pages, your CSS should be aiding your web pages to render faster and not slowing them down.

    You can make use of different online tools to compress, optimize and clean CSS delivery. Additionally, you can refer to Google’s recommendations on optimizing CSS delivery.

    #5 Use a very fast hosting company

    Some time back, I changed my hosting company and the average speed of my sites increased dramatically without changing anything else. That was when I realized that hosting companies are not all equal when it comes to the loading speed of websites.

    When navigating a website or opening a web page, you are opening files from a remote computer, which is the web server of the hosting company. The faster the remote computer, the faster your web pages can be opened.

    There are various hosting companies out there for your use. Just ensure that you carry out proper research and read enough reviews of each before deciding to host your site with any of them.

    When researching for a reliable web hosting company, the most important factors you should look out for include speed/load time, uptime/reliability, customer support and price/value.

    #6 Deactivate plugins you don’t use

    Plugins are typically the major reason for slowing down a WordPress-hosted site. Delete plugins that you no longer use or aren’t essential.

    You can identify plugins that harm your speed by selectively disabling plugins and measuring server performance.

    Additionally, to speed up the experience of your WordPress site on mobile, check out our guide to Implementing Google AMP on your WordPress site as quickly as possible.

    Conclusion

    Users will continue to demand a richer online experience, and there will be faster and cleaner JavaScript, more CSS hacks, and other third-party analytics to increase the size of your pages and weigh down your websites.

    As an online marketer, you can’t allow this to bog you down. You must regularly strive to scale your web design to improve your page loading speed.

    A little continuous attention to your website loading speed will go a long way. Remember: as little as a one-second delay in your site loading speed is all it takes to lose a lead.

    5 little-known tools for a holistic digital marketing campaign

    Everyone knows digital marketing is a field of constant evolution. In many cases, a strategy is only as good as the tools it employs.

    Using the right resources enables you to keep the “tricks of the trade” in your back pocket and stay on top of the shifting landscape.

    It’s no secret the next few years are poised to be monumental for the business world. Most notably, marketers are bracing themselves for breakthroughs in areas such as Artificial Intelligence, and the extremely hyped arrival of widespread virtual reality.

    With so much innovation, brands need to constantly be looking for new ways to set themselves apart. Let’s talk about five little-known tools you can use to stay one step ahead in an increasingly competitive marketplace.

    1. Client Heartbeat

    When you’re researching a product or service online, how important are customer reviews? A BrightLocal study found that 92 percent of consumers take online reviews into consideration during the buyer’s cycle. With numbers like this, including customer feedback on your platform needs to be a priority.

    Enter Client Heartbeat. This tool lets you send surveys to customers via email following an interaction. While this isn’t the only tool on the market to accomplish this task, what sets it apart is the option to incorporate benchmark data and compare with scores related to customer satisfaction.

    As far as gaining the feedback itself goes, Client Heartbeat has one of the industry’s best response rates – around 60 percent.

    The reason it’s successful is because they make it a point to keep the process simple. There is a maximum of six questions in which the customer can answer with a 1-10 rating.

    You can also automate the tool to send out surveys at the most opportune time, so you don’t even need to think about it. One of the premier benefits is you can gauge your results with competitors to see where you stand.

    Online reviews play a huge role in today’s customer lifecycle. Use this tool to get the most out of them.

    2. Workzone

    Success in an organization is something that starts on the inside and works its way out. With all the different factors and distribution channels in marketing today, companies need to establish an optimal system to complete tasks and streamline information across the board.

    Regardless of the size of your business, digital marketing is very much a team effort.

    It can be easy to take for granted the modern organizational tools we currently have at our disposal. Finding a good rhythm for effective campaign management is much easier than it was, say 10 years ago.

    Even today, there are a great deal of challenges at hand with the substantial cost of low performance. Back in the old days, there was a lot more trial and error involved. Now, there are tried-and-true templates to use.

    Workzone is an effective collaboration workspace for enterprise marketing managers, with all campaign statuses integrated in one place. The task status on the dashboard shows the team leads responsible for each sub-task and ensures that each job is nudged to completion.

    There is also a Gantt Chart function that allows you to set timelines for every campaign. Regardless of skill level, Workzone is designed to be user-friendly for everyone involved.

    By promoting open communication and proper task management throughout every project, this program is truly one of the best on the market.

    3. Canva

    Research tells us that humans process images way quicker than text. Taking this information with a grain of salt, incorporating visual effects into your brand messaging is a requirement. Regardless of what types of images you include, they need to pop. More importantly, they need to be authentic.

    This is where Canva comes in. Using this tool, you don’t need to be a graphic designer to produce compelling visuals.

    You can simply upload your pictures and add some pizazz to them with a variety of color schemes, fonts, and custom templates.

    Additionally, you can choose from a wide selection of images in the Canva library. While some of the more advanced ones cost money, there are plenty of free options to get you started.

    4. Content Idea Generator

    As many bloggers will tell you, one of the toughest parts of the job is coming up with captivating titles. There are all kinds of scientific facts that apply to how certain words and phrasing impact click rates.

    The truth of the matter is you can have the best content the world has even seen, but, if the headline doesn’t draw people’s eyes, no one will be enticed to read it.

    Portent’s Content Idea Generator is about as easy as marketing tools get. By simply entering in the subject you want to write about, this resource will spit out all kinds of possible ideas for headlines.

    Now, you can’t expect EVERY generated title to be a winner, but this tool certainly beats all the others in creativity and grammatical correctness. Use it as a jumping off point to get your creative juices flowing.

    Chances are, with all its possibilities and suggestions, the Content Idea Generator will give you a few good ideas.

    5. Hotjar

    Your website should be thought of as the central hub for all of your brand’s content. Therefore, you need to be watching how people interact with it like a hawk.

    If you’re new to the game, there are a lot of website behavioral tools out there to choose from. But, due to its relatively low entry price and simple usability, Hotjar will serve you well.

    This tool generates heat maps of your website to give you an idea of how and where visitors spend their time.

    Rohan Ayyar, my fellow SEW contributor and colleague at E2M, who consults with clients on UX design at our website and app development arm MoveoApps, has a very interesting piece of advice:

    “Depending on the layout, visitors have two typical patterns of scanning your content: F-shaped and Z-shaped. Identifying the one that works for you will help you tweak the visual hierarchy of your content for more conversions.”

    You can record full sessions of how visitors read your content for insights on how your pages are being consumed to help identify bottlenecks and plan your next approach. One of the best functions of this resource is you are able to recruit test subjects for objective input on your platform.

    If you are looking to boost conversion rates, analyzing heat maps is one the best types of research you can conduct.

    In conclusion

    Digital marketing is a fascinating entity, to say the least. With so much change and innovation, there seems to be new resources coming out every day to make business operations run smoother.

    If you want to get ahead, you need to keep an eye out for the tools that can tackle your most prevalent issues. Consider these ones in your next campaign!

    How to optimize your mobile site speed: Testing for issues

    Screenshot from httpArchive shows what content types account for the most bytes and the average response size of each content type.

    The right picture is very useful on mobile and responsive websites. But images that are too large, too numerous and unnecessary simply slow down page load times and get in the way of the users reading and doing what they need to do.

    The problem: the size of webpages sent to mobile phones has quadrupled in just five years. The main cause: images, which account for 68% of total page weight.

    With mobile page speed a confirmed ranking factor in Google’s last mobile-friendly update, and Google’s mobile-first index looming large on the horizon, it’s in the interests of developers and SEOs to optimize their mobile site speed as much as possible. That means figuring out how to trim the fat from all those huge, cumbersome images.

    This column will explore the issue and causes of delays in mobile page speed (i.e. how quickly pages load on a mobile device) and how to test webpages for problems with speed.

    The next column will look at methods to reduce the impact of images on the performance of your mobile pages. This includes only using images that add value and making the images you do use work harder, with an excellent case study from Unilever.

    This data was sourced from the incredibly useful httpArchive, which tests the top 1 million sites several times every month:

    • The average transfer size (i.e. bites sent from server to device) of a webpage is 4.2 times larger than it was five years ago, rising from 521 Kilobyte (KB) in December 2011 to 2197KB or 2.197 megabyte (MB) in December 2016. N.B.: this measures compressed rather than original file sizes.
    • Images are a massive amount of that bloat. Total size of images sent to mobile devices has increased 4.2 times from 352KB in 2011 to 1490KB in 2016.
    • Image requests have grown from 38 to 50. JPEGs are most common, accounting for 46% of image requests.
    • By comparison, the other major contributor to page bloat is JavaScript, which has risen from 98KB to 381KB with requests rising from 8 to 21 requests. That’s 17% of total page size compared to images’ 68%.
    • The one to watch is video, which was nonexistent in 2011 websites, but now averages 110KB or 5% of total page size and takes up a gigantic 542KB per request vs 43KB for a JPEG.

    The most shocking discovery here is that the average size of a mobile webpage, 2197KB (2.2MB) is almost as large as the average desktop webpage at 2469 KB (2.5MB) in November 2016. We can only surmise why this might be:

    • Are responsive design websites… or to be more precise inefficiently built/implemented responsive design sites to blame (because the true responsive design website is one site reformatted for different devices)?
    • Has the adoption of lazy and deferred loading techniques encouraged companies to be less efficient with total page size?

    Putting things right

    A note before we begin:

    Web/mobile images are an imprecise science. There are no hard and fast rules – different practitioners and scenarios dictate differing course of action.

    There is no best format, size, content type, design, shape, placement or number of images, but there are best practices to help you make those decisions. The rule of thumb is as small, as few, as big an impact as necessary.

    “Images” are not just illustrative pictures or graphs. They also include logos and icons – but these do not necessarily need to be traditional images, such as JPEGs.

    Action plan:

  • Review your policy on images, or create one, if you don’t have one. Issue guidelines for all web content creators as well as developers.
  • Audit the images you are using on the site. Are they adding or taking away from user experience? Can they be improved, optimized, reduced in size (on page), pushed below the fold or removed?
  • Test how effective your images are with the users. Research/test before you make any changes, test as you pilot changes and monitor results after changing.
  • Work out how you will balance page speed with attractiveness, quality, impact, page speed, efficiency and accessibility.
  • The need for speed

    Robert Gaines, a Kansas, US-based, web and app developer:

    Graphics are attractive and allow users to quickly grasp concepts without reading large amounts of text, however they also slow load times. Excessive use of images or the use of especially large images will slow down webpages. Slow load times annoy both readers and search engines.

    The need for graphics has to be balanced against page speed. When images are used, they should be compressed and scaled so that they load more quickly. In cases where compression and scaling aren’t enough, other advanced techniques may be needed.

    There is no rule for perfect speeds that a page should download to a mobile device, how could there be – mobile connections vary massively. The rule of thumb is as fast as possible. Benchmark your performance against competitors and sector leaders.

    Various studies and reports, see WPO Stats for examples, have shown that improving page speed improves conversions. For example, an FT.com study found that reducing page load by 3 second on mobile led to a 9% reduction in articles read over the month.

    Google warns on its TestMySite tool that “Nearly half of all visitors will leave a mobile site if the pages don’t load within 3 seconds.” But the source of this stats is unclear.

    Test, test, test

    Testing is critical improving to website performance and usability.

    1. Test how quickly pages download

    Regularly test your mobile webpages (all new ones and all the main ones). Use different services and at different times, because tests results will differ… a lot.

    WebPageTest is one of the better ones, it measures speed, page size and shows what proportion of the data and requests belong to images, JavaScript etc. Some of it is a bit techie, but the excellent filmstrip showing how the site loads second by second can be understood by everyone. WebPageTest used to offer remedies also, but sadly these have disappeared.

    For something less techie, use Google’s PageSpeed Insights (also try the simplified version: TestMySite – it sometimes surprises by offering a different results to its brother). N.B. Google doesn’t actually test page speed, it estimates page speed based on key criteria, but it is excellent at pointing out problems with the page.

    Top issues identified by Google include problems with image size and JavaScript codes, which we know from the httpArchive’s data are the two largest contributors to data bloat.

    httpArchive is different. It tests the home pages of the top 1 million websites, at regular times each month. It is based on WebPageTest. It’s brilliant for showing the breakdown of content types e.g. images and shows historical trends. Even if you are not in the top 1 million you can use it to benchmark against the big boys: individuals, top 100, top 1000, top 1 million.

    For this random test, let’s pretend we are the biggest retailer in the world, and compare against the biggest online retailer:

    Mobile speed test performance test for Walmart.com:

    • httpArchive – mobile page speed (January 15, 2017): 20.6 seconds. Page weight: 1941KB. 95 requests. Images: 962KB. Image requests 53.
    • WebPageTest (tested on a US-based iPhone6, cable connection, (9.00 GMT, 29-01-17) – mobile page speed: 14.3 seconds; fully loaded 17.9 seconds.
    • PageSpeed Insights – mobile speed score: 45/100 (poor).
    • Google should fix list: Optimize images. Eliminate render-blocking JavaScript and CSS in above-the-fold content.

    It is important to benchmark your performance against your competitors’ sites, so let’s try Amazon.com:

    • httpArchive – speed (January 15, 2017): 6.9 seconds. Weight: 554KB. 89 requests. Images: 259KB. Image requests 49.
    • WebPageTest – speed (9.00 GMT, 29-01-17): 2.4 seconds; fully loaded 4.8 seconds.
    • PageSpeed Insights – mobile speed score: 55/100 (poor).
    • Google should fix list: Eliminate render-blocking JavaScript and CSS in above-the-fold content.

    Google PageSpeed, pictured in the image below, estimates that Walmart could save 478KB (almost 0.5MB) simply by compressing the images on the page. As can be seen from the httpActive chart, this could save as much as half the image weight or one quarter of total page size.

    See Google’s Guidelines for optimizing images and fixing JavaScript issues.

    2. Conduct user testing

    As with all aspects of web development, user testing is critical to improving site performance and usability.

    • Conduct surveys and interviews with users to discover how they use your site and any pain points with the experience.
    • Test and watch users as they interact with the website. Use eye tracking to see what catches their attention and which images work.
    • Use heatmaps and web analytics to track how users interact with webpages and where they look.

    3. A/B test webpages with different images, numbers, placement, formats and sizes of images

    A/B testing shows two different versions of the webpage to different groups of visitors. Compare the results to see which types of image work best.

    As we will see in the next column when we look at Unilever’s work with mobile images, user testing your mobile website is hugely important, and small changes to images can deliver big differences.

    This article is Part 1 of a three-part series on how to optimize your mobile site speed. Check back next week for Part 2, which looks at reducing the impact of images on your website’s performance.

    This column was originally published on our sister site, ClickZ, and has been reproduced here for the enjoyment of our audience on SEW.

    Andy Favell is Search Engine Watch’s columnist on mobile. He is a London-based freelance mobile/digital consultant, journalist and web editor. Contact him via LinkedIn or Twitter at Andy_Favell.

    Voice search: A digital space race

    Voice search has been identified by the world’s leading technology providers as a huge opportunity to acquire market share over the next decade.

    It has become a hot topic in the industry, with every new hardware and software release being met with significant press coverage, and countless op-eds and articles analyzing the voice search ‘explosion’ taking place.

    It’s clear why the topic has garnered so much interest; not only do voice assistants seem to tally with what many of us grew up thinking the ‘future’ would look like (essentially an episode of the Jetsons), but they also herald the first real shake-up for the search industry since the launch of the first SERP way back in 1996.

    Google currently holds a dominant position in the western search market, but even it needs to continue growing. Voice search, and the increased number of queries this would deliver if widely adopted, could provide that growth.

    For the competition, who hold a combined 20% of the global search market share to Google’s 79.8%, voice search presents a fantastic opportunity to gain some ground and perhaps even prevent another search monopoly in this relatively new arena.

    By gaining control of the voice search market, and providing integrated, seamless device solutions, companies like Amazon and Apple could convince users to purchase more of their hardware. Moreover, Baidu’s speech recognition levels are the highest within this global competitor set, which could provide a platform for them to expand beyond their native China.

    From an optimistic viewpoint, voice search technology has the potential to revolutionize how we source information, how we communicate, and even how we live our lives.

    Nonetheless, the path to voice search becoming ubiquitous and, perhaps most importantly to marketers, monetizable is not a straightforward one. With so many technical and practical challenges remaining it would be prudent to avoid being overly hasty in making proclamations that 2017 will be “The Year of Voice Search”.

    A study by Forrester indicates that most people are still not using voice search at all. Speech recognition needs to reach around 99% accuracy before the user experience is good enough that people might adopt voice search more widely. Monetizing what is majoritively still a screen-free interaction remains a significant challenge for search engines.

    That said, with the combined might (and investment) of the world’s tech giants behind it, all the signs point to voice search gaining traction with consumers through 2017 and beyond.

    So who are the major players taking a stab at it? Our playful infographic highlights takes a look at why Google, Amazon, Microsoft and co. might be so keen to steal a march, and where their respective advantages and disadvantages might place them in this voice search ‘space race’.

    Click the image to view the infographic as a PDF.

    Infographic created by Malena Finguerut, content and marketing specialist at Croud, and graphic designer Chelsea Herbert.

    6 ways to build a more productive remote content marketing team

    Colorful flat illustration of modern office computer desk and some office decor in front of window.

    The landscape of the modern workplace has changed a lot in the past ten years. Once upon a time you had to find shady crafting companies or secret shopping positions if you wanted to work flexibly and from home.

    Now we’ve seen a powerful trend emerging. In 2015 the number of US workers who had moved to remote (or telecommuting) jobs had climbed to an unprecedented 37%. That is a number that continues to grow as more startups and even large scale companies open their workforce up to those who act as office vagabonds, putting in hours from home, coffee shops, and even while traveling.

    Content marketing is being impacted by this trend most. You no longer need to find and move talent to your office: You can work effectively with content writers from all over the world.

    1. Use a good task management platform

    There are so many task managing apps out there that it would be hard to find a single one that works best. You will want platforms that deal with business management (so your team can stay on board at all times), and communication (so you can always keep in touch, no matter where you all are.

    Flow, Trello, and Asana are three solid examples you may want to look into.

    From personal experience, managing a productivity tool still takes plenty of time. So unless you have a reliable project manager in-house, it makes sense to rely on a project management company.

    It may actually save you money and minimize your headache with dealing with multiple to-do lists and processes. Distributed is a good example of a company that actually specializes in managing distributed teams all over the world. Hiring a virtual assistant is another option.

    2. Use a reliable editorial calendar tool

    I am a big proponent of using a year-long editorial calendar that lets you and your content marketing team get properly prepared for big holidays, seasonal trends and even fun days that can be turned into solid promotional material.

    By preparing your content in advance, you’ll be always ahead of the game. It’s exceedingly important if you deal with an international teams when not everyone is aware of your local trends and holidays.

    My all-time favorite editorial calendar management platform has been Coschedule that’s also perfectly set-up for distributed teams: You add your team members and watch everyone do their own thing:

    If you are looking for a higher-level solution, take a look at NewsCred. It gives you a nice color-coded dashboard of your content marketing plans:

    NewsCred

    3. Invest into solid writing tools

    Your writing team is as effective as the tools you provide them with. You want them to brainstorm, research and write productively. Different workflows may require different writing tools. I always encourage writers to use the following tools:

    1. Google Docs to create content. It’s easy for editing and it’s real time, so teams can work on content assets while discussing it on Skype or in a Slack group.

    2. HARO and MyBlogU to collect useful quotes from niche experts and influencers.

    3. Plagiarism Check to quickly check for any instances of copied content. This is especially important if you have new writers. Believe it or not, but many writers would just copy some parts of content (these could be too long quotes) without realizing it’s not an advisable digital content marketing tactic.

    plagiarismcheck

    4. Use an effective social media sharing solution

    It’s very important to engage your content writing team into the marketing routine. It’s obvious that they will be much more excited at seeing their articles succeed (after doing their brainstorming, research and writing tasks) than the social media team who may see the completed content assets for the first time.

    Thus it’s essential to have a unified multi-user cross-channel social media sharing and scheduling solution that would enable cross team marketing incentives.

    I use DrumUp to scale my social media marketing tasks. It has all the features I need:

    • Easy one-click scheduling (for my articles to go to my social media channels repeatedly for more exposure)
    • Multi-user support (for team members to see what they need to be shared)
    • Leaderboard feature to encourage friendly competition among the team members
    • Content library feature to store my promotions, ever-green content and seasons greetings in categories for convenient reuse

    DrumUp

    5. Use a marketing dashboard to monitor stats

    Cyfe is a great customizable all in one business management software that allows you to create your own widgets to handle any aspect of your business, all for $19 per month. For higher-level content marketing stats monitoring I use the following boards:

    • Growth of traffic referrals (Google Analytics)
    • Recent traffic referrals (Google Analytics)
    • Social media traffic analytics (Google Analytics)
    • Twitter, Facebook, Youtube and Pinterest account growth

    Cyfe

    6. Use productive communication tools that spur creativity

    Properly set-up communication between your remote employees helps creativity, experience exchange and marketing collaboration. It also helps your brand consistency because your team can properly discuss every content asset before they start working on it.

    Slack is an awesome communication tool that lets you create channels and speak to different groups, or on different topics. Think of it as a more professional version of Discord.

    There’s one reason I prefer Slack over emailing: It gives a centralized platform for your team communication but unlike a project management solution, Slack fosters a more relaxed environment which is so important for creative teams. Slack helps creativity and gives writers a place to brainstorm freely without being accused of cluttering the board.

    Create your super team!

    Don’t let your workforce get limited by borders. These days we have tools in place that empower you to build the content marketing team of your dream without investing time and money into moving everyone into a single office. How are you managing your remote content marketing employees?

    Three strategies for cracking the B2B code on Facebook

    When most people think Facebook advertising, they think B2C marketing.

    Many tend to assume that B2B marketing on Facebook doesn’t make sense or would not be effective – because it would be too hard to get in front of professionals, decision makers, and the right industry positions, and even if you do, they’re not in the mood to think about business if they’re browsing Facebook.

    These assumptions, however, are quite inaccurate – and with the right strategies and targeting in place, Facebook can indeed be an effective B2B platform. Below are three key strategies for how to make your B2B marketing successful on Facebook.

    Build a layered Lookalike strategy

    Lookalike audiences are one of Facebook’s most efficient targeting capabilities. First off, here’s a quick refresher: Lookalike targeting is where you can leverage your first-party data (e.g. customer lists, audience lists, etc.) as a seed audience and Facebook will take that list and target users who are very similar in characteristics, behaviors, and traits as that audience.

    The capability is super-powerful, but rather than taking your entire customer list and using it as a seed list, you need to be smart about how to segment and leverage your first-party data.

    1. Think about your customer list and how to segment it

    To create an effective seed list, think about your customer list and whether you can segment that list into groups of identifiable characteristics. For example, let’s say you are a B2B cybersecurity company that sells cybersecurity to a variety of companies in different industries.

    You may want to segment out your customer lists by the industries they are in – tech, medical, education, financial, etc. Keep in mind you’ll need a seed list of between 2K-5K users to be effective.

    2. Upload the seed list you’ve developed to Facebook

    Next, upload that seed list into Facebook and develop your lookalikes off of it. In most cases, I’d recommend that you build an audience of the 1% most relevant users, which tends to be the audience closest in similarities, characteristics, and traits.

    However, for this strategy, you should keep your audience size fairly large in order to layer additional targeting to refine the list. I recommend a LAL 5% (LALs go from 1% to 10%), as a 5% will still find users similar to your seed list – but rather than receiving an audience size of 2M, you are going after a larger pool of 10M.

    I know, you must be thinking that 10M sounds way too big!! Don’t worry – refinement is coming!

    3. Start building your ad set

    As you start building your ad set, you’ll be using your LAL 5% audience as your base audience to target. In other words, rather than targeting all of Facebook’s uses, you’re starting off with a more qualified audience given they are similar to your customers.

    You’ll layer Facebook’s targeting options on top of this audience by selecting job/title targeting to find the decision makers in a company likely to be interested in your product.

    You have now just leveraged Facebook’s various targeting capabilities to ensure that you are going after audiences similar to your customers and targeting true decision-makers.

    Take advantage of third-party data

    Remember that third-party data providers are your friend! You should consider partnering with third-party data providers such as Axciom and Datalogix in order to leverage their relevant lists.

    Similar to what you can find within Facebook, you can also leverage their third-party lists and get in front of specific industry professionals and decision makers. This is a quick and easy way to identify relevant audiences and target them.

    Engage users with video

    Think about your business. Do your customers need to be educated? Are they conducting lots of research before they purchase? This is often the case with B2B companies who need to build a strong, long-term case to justify high price points.

    An efficient tactic to avoid excessive clicks, yet get the job done on educating your audiences, is to leverage video ads. You’ll want to keep in mind that 30 seconds or less is the recommended time given people’s short attention spans – but that’s more than enough time to inform the users and get them into your funnel.

    And Facebook automatically builds audience lists based on how long users have viewed your video (e.g. 50%, 75%, 100%), so you can segment by level of interest.

    Next, you can create an ad set and remarket with static and carousel ads towards specific audiences who have viewed 100% of the video. Introduce more value props to the folks who showed serious interest; pull the users onto your site, push them down the funnel, and ultimately convert.

    Are these strategies guaranteed to make Facebook a successful platform for your B2B company? Of course not. But we strongly recommend testing these three strategies to see what kind of traction you can get; otherwise, you’re letting your competitors grab all the eyeballs on one of the most biggest, most engaging platforms in digital marketing.

    Optimizing for voice assistants: Why actions speak louder than words

    “Hey Siri, remind me to invent you in 30 years”

    In 1987, Apple came up with the idea of a “Knowledge Navigator”. You can see the full video here, but it’s a concept that’s remarkably – and perhaps, not coincidentally – similar to our modern smart device assistants, Siri among them.

    Its features included a talking screen, reacting to vocal commands to provide information and sort calendars.

    In theory, we’re there, 30 years later – though the reality doesn’t always quite match up to the dream.

    Even when it does work, voice hasn’t always been exactly what people were looking for. The thing most adults said they wish their voice search systems could do was find their keys (though teens said they most wished it could send them pizza).

    Although we’re getting to the stage where that’s possible now, the majority of developments in voice have been voice search – talking to your phone to find out information.

    Showing search results for “Why can’t you understand me, you stupid phone”

    But while talking to a device can be a better experience than playing around with a virtual keyboard on a phone or a physical one on a computer, there are two major issues with voice search.

    The first is that it’s still clunky. Half the time you have to repeat yourself in order to be understood, particularly if the word you’re trying to get across is slang or an abbreviation of some sort, which is to say, the default sort of language you’d think would be fitting for “conversational” search.

    It doesn’t feel smooth, and it doesn’t feel effortless – and that pretty much removes the point of it.

    The other is that it simply doesn’t add value. A voice search isn’t achieving anything you couldn’t do by simply typing in the same thing.

    But recently, we’ve seen developments to the voice control industry, starting with Alexa. At this point, everyone’s familiar with the Echo and its younger sibling, the Echo Dot – it’s been in adverts, our friends have it, maybe we have it ourselves.

    The Alexa devices were among Amazon’s best-selling products in 2016, especially around Christmas, and the trend doesn’t show significant signs of slowing. But if we’ve had Siri since 2011, why is Alexa picking up so much traction now?

    The answer is that it’s not voice search. It’s voice commands. Alexa is more exciting and satisfying for users because it provides an action – you speak to it and something happens. You now can order a pizza – or an Uber, or a dollhouse.

    That’s what people have been wanting from their devices – the ability to control the world around them by talking to it, not just have an alternative to a keyboard.

    Ultimately, the commands are more personal. You can go on a website and order a pizza, and you can customise it and pay for it and it’ll show up, but talking to Alexa is akin to saying to your friend “Order a pizza?” (Except Alexa won’t stop mid-phone call to ask you what the other topping you wanted was).

    Where the majority of mobile voice commands are used for search, Alexa’s use cases are dominated by home control – 34% of users have Alexa play music, just under 31% get her to play with the lights, and 24.5% use it as a timer.

    While Siri and the Google Voice Search system are both examples of narrow AI like the Echo, they make much more limited use of its capabilities – compared to Alexa, Google is not OK, and Siri can say goodbye.

    “OK Google – who would win in a fight, you or Alexa?”

    Alexa’s success has put Google into catch-up mode, and they have been making some progress in the form of Google Home. Early reviews suggest that it might actually be the better product – but it lacks the market momentum of the Amazon product, and it seems unlikely that the sales will be on an even footing for a while yet.

    However, Google does have the advantage of some high-end technology, namely Alphabet DeepMind.

    DeepMind itself is the company name, but the more familiar connection is the technology the company produces. DeepMind are responsible for the program AlphaGo that beat the world’s foremost Go player 4 – 1, as well as a neural network that can learn how to play video games with the same approach as humans do.

    DeepMind can offer Google systems their machine learning experience – which means that Google Home’s technology might have more room to start leaning towards Deep AI in the future. Your device will be able to start adapting itself to your needs – just don’t ask it to open the pod bay doors.

    “Watson – what wine would you recommend with this?”

    The other major contender in the AI race has only just started dipping into the B2C commercial market, and not nearly to the same scale as Alexa or Google Home.

    IBM Watson has, however, won Jeopardy!, as well as found places in healthcare, teaching, and weather forecasting – essentially, absorbing a great deal of information and adapting it for different uses.

    Watson is now used by The North Face, for example, to offer contextual shopping through conversational search. Users answer questions, and Watson suggests products based on the answers.

    Likewise, Bear Naked uses Watson to “taste test” their customized granola system for the user, so once you’ve designed your meal, it can tell you if you might want to cut back on the chocolate chips.

    AI is a competitive market – and it’s a market synergizing with conversational and voice search to bring us ever closer to the computer from Star Trek, and even beyond it.

    For now, however, narrow AI is the market – and that means optimizing sites for it.

    SE-OK Google

    Voice search means that people are searching much more conversationally than they used to. The best way to accommodate that in your SEO strategy is to give more attention to your long-tail keywords, especially the questions.

    Questions are opportunities best met with in-depth, mobile-friendly guides that offer information to your customers and clients.

    But this also applies when it comes to using apps in the way that Alexa and Google Home do. People aren’t just making voice searches now – they’re also making voice commands.

    With that in mind, to rank for some of these long-tail keywords, you need to start optimizing for action phrases and Google-approved AI commands like “search for [KEYWORD] on [APP]”, as well as carefully managing your API, if you have one. And it is worth having one, in order that you can integrate fully with these new devices.

    You can break down the structure of common questions in your industry to optimize your long-tail keywords for devices.

    You’ll also need to look into deep-linking to optimize your apps for search. Deep-linking allows searchers to see listings from an app directly on search, and open the app from those search rankings, making for a smoother user experience.

    Search results show your app data and link directly into the app

    This is only going to become more important over time – Google have just announced that they’re opening up their technology, “Instant Apps”, to all developers.

    Instant Apps mean that if the user doesn’t have the app, it can “stream” the page from the app anyway. It’s not a stretch to imagine that before long Alexa won’t need Skills to complete commands – so long as you’ve properly set up your API to work with search.

    Siri, likewise, already has SiriKit, which allows developers to build markup into their apps that Siri can read.

    “Alexa – What’s the Best Way to Deal with AI?”

    Voice search is a growing part of the search industry. But it’s not the biggest opportunity of it.

    Rather, companies should be focusing on integrating voice actions into their strategy – by deep-linking their apps, ranking for long-tail keyword questions, and making sure everything they want a customer can do, they can do with their voice.