Tag Archive | "Search"

Optimizing for voice search: Q&A with Mastercard’s Guillaume Conteville

One in five searches are now made via voice with digital assistants, which are becoming an increasingly prominent feature in our homes and on mobile devices. How are brands optimizing for voice search?

In fact, there are now more than one billion voice searches per month, and this number will only rise over the coming years.

But just how big an impact is voice having on search in real terms? What are the specific strategies brands need to apply to avail of this trend?

This is another topic we’re excited to learn more about next week at the Transformation of Search Summit here in New York.

One of the experts we’ll be hearing from is Guillaume Conteville, SVP of Global Digital Marketing at Mastercard.

guillaume conteville, SVP global digital marketing at mastercard, speaker at the search summit

Guillaume will be part of the panel titled “Optimizing for position 0: Everything you need to know about Voice Search.”

1. What are your key priorities over the next twelve months?

In my role I’ll be focusing on driving change in the way we do marketing to adapt to new usage, and to leverage technology and data to their maximum potential.

The hot topics for us at the moment are CX, Voice, AR, marketing automation, and data-based customization.

2. What is your biggest challenge in achieving those?

Prioritization and execution.

There are so many potential initiatives you could start, identifying the real game-changing ones is always tricky.

Then, like always with tech-based projects, executing on your vision is always more complex than anticipated.

3. What’s your advice to others who may be facing similar challenges?

You really need to establish a broad climate of trust among all stakeholders, in order to have a real test-and-learn approach.

In adtech, it’s impossible to get it right the first time.

Success always come after a lot of optimizing and fine tuning.

4. What’s an interesting trend you’re seeing in the market right now?

It’s not search-related, but it’s fascinating to see how the changes that web browsers have made in regard to third-party cookies are having a massive impact on the whole adtech ecosystem.

The end of third-party cookie tracking will potentially be more disruptive than regulation.

5. Tell us a bit about your session at the Search Summit?

In this session, I’ll be sharing about the journey we’re going through at Mastercard to future-proof our content and ensure its discoverability in a future where people increasingly interact with machines through voice.

6. What are you looking forward to most at the Summit?

This is a unique opportunity for me to learn more about latest developments around search.

7. What’s something you do every day that helps you be more successful or productive?

It might sound cliché but, in this type of role, keeping a learning mindset is absolutely key. So every day I make sure to put some time toward talking to a lot of people and doing a lot of reading.

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Different ways voice search is affecting your brand

We live in a world where a large number of people like to engage with their favorite brands online, and business owners are understanding that now.

Today, a chunk of people find new products online and also place the orders online. However, a paradigm shift can be observed in how they approach this which is how we see more and more people searching for information on the web using voice-commands rather than textual queries.

1. Brand voice

AI has impacted lots of industries and the branding industry has not escaped its reach, nowadays we have machines that can create brands based on user inputs. However, while AI has made building a brand identity more accessible, it can also present a challenge, and one of these challenges is the rise of voice assistants.

The voice assistants we have today are finite in number. Some of the most popular options that we use are Google’s Assistance, Amazon’s Alexa, and Microsoft’s Cortona. However, as artificial intelligence technology is becoming stronger, we will have a wider range of these services to choose from. When this happens, then the voice of the virtual assistant may interfere with a brand’s personality. For instance, if someone is using a female virtual assistant to look up information about a masculine brand, then it can hurt the brand’s impact. To tackle this problem, brands must keep these potential situations in mind. So, in this very example, a brand could alter the content that the voice assistance finds in a way that it’s able to retain the brand’s tone (masculine and rough) even if it’s in a female voice.

2. Consistency

Consistency is the key to successful branding – there is no denying that. However, you need to keep that in mind when you work with voice searches as well. For instance, you want to ensure that the tone and language used in the results of voice searches are optimized and in line with the brand book. These affect the following results returned by voice commands – product descriptions, social media content, ad copy, chatbot dialog, and more.

3. Payments

Virtual assistants are mainly used to find information on the Internet. However, service providers are also looking into new ways of using these services. For instance, Google Assistant now allows Google Pay users to send and receive money using voice commands. In the same way, payments leader MasterCard is aiming to bring its Masterpass online payment platform into Google and Amazon’s voice systems. So, what does this mean for the brands? Well, for one thing, they need to think about making provisions like this, that is, making payments easier and simpler with voice commands so that they can enjoy first-mover advantages.

4. Optimized content

What’s meant to be read doesn’t always sound good when voiced. For instance, if you define “SEO” on your blog by starting with the words “SEO is one of the most-effective digital marketing techniques used by brands today”, then you may fail to arouse the interest of the user if and when they search for the content using an appropriate voice command. However, if you ignore the introduction and focus on the main content by optimizing the content, then you can let the virtual assistant read something like “SEO refers to Search Engine Optimization which combines different kinds of techniques…” which is far more effective and engaging.

As you can see, voice search isn’t only making the lives of people around the world easier, but it’s also interfering with the practices of old and new brands. Those who are adapting to the changing trends have nothing to fear. However, the rest of them who have decided to remain unchanged can face all kinds of problems in the future.

Remember – branding isn’t just for big businesses. It doesn’t matter how big or small your company is, you need to take as many branding measures as possible. Naturally, voice search must be an integral part of the plan.

This is a sponsored post from PRchitects.

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Daily Search Forum Recap: October 14, 2019

Here is a recap of what happened in the search forums today…


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Daily Search Forum Recap: October 11, 2019

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


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Daily Search Forum Recap: October 10, 2019

Here is a recap of what happened in the search forums today…


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Daily Search Forum Recap: October 8, 2019

Here is a recap of what happened in the search forums today…


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Search Buzz Video Recap: Google October Algorithm Update, GoogleBot�s New Name, Search Console Changes & More

This week we covered a new unconfirmed Google algorithm update that touched down on October 3rd. Google announced a new user agent name for GoogleBot launching in December. Google added the change of address tool to the new Google Search Console…


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Daily Search Forum Recap: October 4, 2019

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


Search Engine Roundtable

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Possible Google Search Ranking Algorithm Update On October 3rd

I am seeing some early signs of a possible Google search ranking algorithm update kicking off today, October 3, 2019. There is some early chatter in the SEO forums, including WebmasterWorld and some on social media. Some of the tools are showing some fluctuations as well today, where some others have not updated yet.


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Google Ads’ switch to standard delivery starts Oct. 7 for Search, Shopping campaigns, shared budgets

An updated list of error codes for API clients and scripts is also available.



Please visit Search Engine Land for the full article.


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