President & Founder, Anvil Media
Using Your Voice (Search) to Craft Communications and Thought Leadership
Our phones and other devices contain artificial intelligence-powered personal assistants (Siri, Alexa, Google Assistant, Cortana, Bixby, etc.) which, enhanced by machine learning, can connect users with timely answers to questions, recommend products or services or facilitate a purchase. Voice search is fast becoming a game-changer for marketers in Asia Pacific and around the World. ComScore/Campaign predict voice search will constitute half of all searches by 2020.
This session outlines the importance for corporate communicators to master voice search results, as well as outline best practices for winning the coveted pole position known as position 0, which often powers the only answer in voice search. Voice search provides an opportunity for organizations of all size to play in a competitive space: the top of search results. Owning the coveted ‘best answer’ allows companies to demonstrate thought leadership by answering common questions, ranging from corporate to issue-specific.
This workshop will outline how to build on existing search engine optimization (SEO) best practices to maximize the probability of ranking for position 0. The session will cover keyword research, content development and optimization as well as measurement. You will also gain insights into how Google’s Knowledge Graph works and how schema markup can help improve your chances of dominating organic search.
About the Speaker
With a background in agency-side digital marketing, Anvil President Kent Lewis regularly speaks on effective digital marketing techniques & trends to audiences as a subject matter expert. Since 2000, he’s been an adjunct professor at Portland State University, where he teaches an SEM Workshop. He is also currently contract Chief Marketing Officer (CMO) for ToneCommand, a audio measurement platform and mobile application. Lewis also regularly speaks and contributes to industry publications including SmartBrief, Online Marketing Institute, Business2Community and iMedia Connection. Lewis is also a Marketing Advisory Board member for his alma mater, Western Washington University. As a long-time entrepreneur, he’s an investor and advisor to a host of emerging companies, and is co-founder of a variety of organizations, including career community pdxMindShare, eROI and SEMpdx, a Portland-area professional trade association for search engine marketers.
Active in his community, he’s currently involved in non-profit charity and professional trade organizations including early literacy program SMART (Start Making a Reader Today), The Entrepreneurs’ Organization (EO), Portland Incubator Experiment (PIE) and others. Lewis’s industry recognition and awards include Portland Business Journal’s Top 40 Under 40 Award, Top 25 Most Influential Pay-per-Click Experts, American Marketing Association Oregon Chapter Marketer of the Year and Top 20 Digital Marketing Strategists.