Media Coverage

Logo

Digital Assistants and the Death of SEO

June 19, 2018

With sales of digital assistants projected to soar from 1.8 million to 15.1 million by 2020, it’s no wonder businesses are paying close attention. But leveraging voice-activated search is going to demand a major content and SEO strategy shift.

Heralding the new role technology plays in our lives, digital assistants like Amazon Echo, Google Assistant, and Google Home deliver unprecedented convenience to users… and an enigmatic situation for marketers.

Digital assistants offer all kinds of voice-activated functionality, like playing music, streaming podcasts, making lists, setting alarms, and providing weather and traffic updates. And the major benefit to users is the hands-free nature of it all. But these powerful voice-command tools are actually designed to strike up a genuine two-way dialogue with users. Google Assistant, especially, has search at its core and with things quickly moving in that direction, we can expect to see a major shift in all our digital interactions.

So, how should marketers prepare themselves for this eventuality? What is actually going to change?

Well, not to put too fine a point on it: everything.

Moving into a New Era of Search
Searching using a digital assistant is an interface-less process. There’s no keyword typing. No search engine results pages (SERPs). No lists of painstakingly search engine optimized content. There is no browsing or branding. There’s just the answer to the question asked.

You see, submitting a query to a digital assistant is conversational. Rather than “Oldest person ever”, the user asks “Who was the oldest person ever?” At which point the assistant replies “The oldest person ever whose age has been verified is Jeanne Calment (1875–1997) of France, who died at the age of 122 years, 164 days”.

No matter how much more informative, creative, unusual, or life-changing than this response your content is… it’s no longer relevant—no, not even if you’re number two for this search.

The truth is, however, that in the majority of cases, users are asking these devices simple questions that have a single answer. “How many pounds are there in a kilo?” “What will the weather be like on Sunday?” They’re too smart to be comparing flights or buying shoes through them. So, actually, SEO never really comes into play anyway.

But what if you own Gloucester-based PizzaPlace101 and the user asks “What is the best vegetarian pizza in Gloucester?” It’s quite clear to all of us that your Quattro Formaggi knocks the oregano off all local competition… but how do you tell the user that if your voice has been muted by the far inferior but number one ranking result? Clearly, your time went into pizza perfection and not marketing.

So let’s take a look at how we have to adjust our game to start winning in the new playing field of voice-activated search.

Ranking for Digital Assistants
Ok, so the title of this article may have been designed to strike fear into your hearts and get you reading, because SEO is going to remain highly relevant—just not in the way we’re used to.

What is actually happening when the digital assistant is asked “What is the best vegetarian pizza in Gloucester?”? It searches the web and delivers what it considers to be the most relevant snippet.

Snippets are the text that accompany every search result listing and describe the page’s relevance to the searched phrase, showing words that exactly match the query in bold face. Featured snippets are those Google highlights at the top of a SERP that succinctly respond to the question asked in the query.

This is where it’s at for SEO in a voice-activated search world. The closer your snippet aligns with the actual query, the more likely you are to be considered most relevant and, therefore, worthy of being the answer.

So think long-tail keywords and remember that your user is now using full sentences. You’re likely to lose search volume, but you’ll encounter less competition and your relevancy will shoot through the roof. A very specific writing style will be required here. And if you’re local, BE local. Embrace it in every way you can. Local results are a major influencer in Google Assistant search rankings. Establish yourself and your value as being locally relevant, and you can start aiming for that top spot.

And then you can get a little bit creative (aka promotional), too. Sure, your content should be crammed with information and enlightenment, but don’t be afraid of a little sales talk. Imagine a hungry family of four hearing the sultry tones of Alexa saying: The best vegetarian pizza in Gloucester is undoubtedly the Quattro Formaggi at PizzaPlace101 where the cheese melts just the way you like it and kids get free ice cream.

You’d better have enough seating.

This is still a gentleman’s sport, however, so if the user is looking to get a simple answer, don’t get in the way.

If you’re winning featured snippets, then you’ll also be positioned well on desktop and mobile searches, and as there is already interplay between devices (with digital assistants saving or opening links in an accompanying app), there simply isn’t a good reason not get started.

SEO for Voice-Activated Search: Your New Playing Field
SEO is not dead. It’s shapeshifting, which puts everyone back on the same playing field.

Your goal with digital assistants is to cast a smaller net to reach a more direct audience. It’s too early to really gauge the impact of the opportunities text-to-voice marketing will bring. And how we’ll measure voice answers is a whole other conundrum. But there is no doubt that the world is heading in that direction and we should all be getting to grips with it and establishing how we’ll adjust our current strategies to rank for voice.

The trend in marketing is already about getting personal, creating a relationship, and winning trust. Nothing changes here. But the way you go about it is set to be turned on its head. This is not a medium that is going to wait for you to catch up, either. But once you’re on board, you can ride that wave to a whole new world of voice-activated success.

Logo

Kentico Offers Integrated CMS and GDPR Capabilities to Businesses Running Microsoft Azure

June 08, 2018

All-in-one marketing solution features built-in data protection app for GDPR compliance; packaged specifically for companies that use Microsoft Azure

Bedford, New Hampshire, USA, June 7, 2018—Kentico Software, a fast-growing provider of content management systems (CMS) with offices in Europe, Asia Pacific, and North America, has today announced a combination of capabilities specifically for those companies that use Microsoft Azure.

Kentico EMS GDPRincludes capabilities for web content management (WCM), E-commerce, and online marketing, and it has been updated with new features that can help companies work toward compliance with the new General Data Protection Regulation (GDPR). Specifically, this Kentico offering features an integrated data protection app that offers website users the data security that they are now guaranteed by law. The app enables companies doing business in Europe to manage consents, access or forget subjects’ data, or even export customer data in a machine-readable format– all from a single control panel.

“There has never been a better time for Microsoft Azure users to come on board,” noted Karol Jarkovsky, Kentico’s vice president of product. “Not only do we offer some of the most integrated WCM, E-Commerce, and online marketing capabilities in the market, but also we’re at the cutting edge of the data protection movement.”

Kentico runs in nearly any type of hosting environment in Microsoft Azure, while taking full advantage of the cloud. Platform-as-a-Service (PaaS) solutions, such as Azure App Services and Cloud Services, offer the ability to host Kentico applications in a completely managed environment, reducing administration and overhead. Infrastructure-as-a-Service (IaaS) solutions offer a cloud-hosted infrastructure, while still enabling complete administrative access. Integration with Azure Search and  Azure CDN (Content Delivery Network) provides the ability to leverage the vast computing power for the cloud from with the platform in an intuitive environment.

“We’re happy to see partners such as Kentico using Microsoft Azure to address changing compliance standards,” said David Burt, Senior Compliance Manager, Microsoft Corp. “Our cloud platform and partner solutions together deliver a unique value to our mutual customers.”

About Kentico

Kentico Software was launched with one vision in mind—to build exceptional digital platforms that allow clients to connect with their customers, surpass their business goals, and achieve digital marketing and e-commerce success. The product line includes Kentico EMS,the all-in-one CMS, E-commerce, and Online Marketing platform, and Kentico Cloud, the comprehensive cloud-first headless CMS and digital experience platform.

Kentico EMS’s rich selection of out-of-the-box web parts, easy customizations, and open API quickly gets websites operational. The all-in-one platform combines a full set of integrated solutions, including Online Marketing, E-commerce, Online Communities, and Intranet and Collaboration. Kentico EMS allows you to manage contacts and campaigns, track the customer journey, provide global e-commerce functionality, and measure and analyze the results to create and manage customer experiences easily in a dynamic business environment.

Kentico Cloud is the cloud-first headless CMS and digital experience platform. Users can manage structured content for multi-channel delivery, use the API-first CMS to display that content on any website or device, and track visitor interactions to personalize the digital experience.

Kentico has 1,000 digital solution partners and powers 25,000 websites across 100 countries. Founded in 2004, Kentico is a Microsoft Gold Certified Partner headquartered in the Czech Republic with offices in the US, UK, Netherlands, and Australia. Customers include Twinings, Ingram Micro, Mazda, Kingspan, Hunter Fan, Segway, and Allergan.

All product and company names herein are trademarks of their respective owners.

Logo

Kentico Offers Integrated CMS and GDPR Capabilities to Businesses Running Microsoft Azure

June 07, 2018

All-in-one marketing solution features built-in data protection app for GDPR compliance; packaged specifically for companies that use Microsoft Azure

BEDFORD, New Hampshire, June 07, 2018 (GLOBE NEWSWIRE) — Kentico Software, a fast-growing provider of content management systems (CMS) with offices in Europe, Asia Pacific, and North America, has today announced a combination of capabilities specifically for those companies that use Microsoft Azure.

Kentico EMS GDPR includes capabilities for web content management (WCM), E-commerce, and online marketing, and it has been updated with new features that can help companies work toward compliance with the new General Data Protection Regulation (GDPR). Specifically, this Kentico offering features an integrated data protection app that offers website users the data security that they are now guaranteed by law. The app enables companies doing business in Europe to manage consents, access or forget subjects’ data, or even export customer data in a machine-readable format– all from a single control panel.

“There has never been a better time for Microsoft Azure users to come on board,” noted Karol Jarkovsky, Kentico’s vice president of product. “Not only do we offer some of the most integrated WCM, E-Commerce, and online marketing capabilities in the market, but also we’re at the cutting edge of the data protection movement.”

Kentico runs in nearly any type of hosting environment in Microsoft Azure, while taking full advantage of the cloud. Platform-as-a-Service (PaaS) solutions, such as Azure App Services and Cloud Services, offer the ability to host Kentico applications in a completely managed environment, reducing administration and overhead. Infrastructure-as-a-Service (IaaS) solutions offer a cloud-hosted infrastructure, while still enabling complete administrative access. Integration with Azure Search and Azure CDN (Content Delivery Network) provides the ability to leverage the vast computing power for the cloud from with the platform in an intuitive environment.

“We’re happy to see partners such as Kentico using Microsoft Azure to address changing compliance standards,” said David Burt, Senior Compliance Manager, Microsoft Corp. “Our cloud platform and partner solutions together deliver a unique value to our mutual customers.”

About Kentico
Kentico Software was launched with one vision in mind—to build exceptional digital platforms that allow clients to connect with their customers, surpass their business goals, and achieve digital marketing and e-commerce success. The product line includes Kentico EMS, the all-in-one CMS, E-commerce, and Online Marketing platform, and Kentico Cloud, the comprehensive cloud-first headless CMS and digital experience platform.

Kentico EMS’s rich selection of out-of-the-box web parts, easy customizations, and open API quickly gets websites operational. The all-in-one platform combines a full set of integrated solutions, including Online Marketing, E-commerce, Online Communities, and Intranet and Collaboration. Kentico EMS allows you to manage contacts and campaigns, track the customer journey, provide global e-commerce functionality, and measure and analyze the results to create and manage customer experiences easily in a dynamic business environment.

Kentico Cloud is the cloud-first headless CMS and digital experience platform. Users can manage structured content for multi-channel delivery, use the API-first CMS to display that content on any website or device, and track visitor interactions to personalize the digital experience.

Kentico has 1,000 digital solution partners and powers 25,000 websites across 100 countries. Founded in 2004, Kentico is a Microsoft Gold Certified Partner headquartered in the Czech Republic with offices in the US, UK, Netherlands, and Australia. Customers include Twinings, Ingram Micro, Mazda, Kingspan, Hunter Fan, Segway, and Allergan.

search
We're named a Strong Performer in the Q4 2018
Forrester Wave™ for WCM!
×