575: Turn Clicks into Customers: Voice Search, Position Zero Search Engine Optimization, and Artificial Intelligence with Duane Forrester

Duane Forrester is the Vice President of Industry Insights for Yext, leading industry outreach, evangelism and authorship for the company. He's here to talk to us about voice search, structured data, artificial intelligence, position zero, integrating your app (or website) into Alexa, and so much more.

Duane is is the author of two books: How To Make Money With Your Blog & Turn Clicks Into Customers. He's written for publications ranging from SearchEngineLand and DuctTape Marketing, to Entrepreneur Magazine, the New York Times and Inc. He actively advises startups and large corporations, and even spent time advising the staff who maintain the White House's websites.

Quotes:                                                                                                                                   

“Human beings are lazy, so anything we can do that allows us to get more for doing less, we will adopt that. There's no question about it.” – Duane Forrester

“The technology is remarkable, but the real focus lies in how it is transforming consumer behavior, which directly impacts businesses across the board.” - Duane Forrester

“You cannot control the UI of the future. You can't control the artificial intelligence layer that's on those services, but you can control the data layer, and that's the critical point.” - Duane Forrester

Takeaways:

04:32 Voice search technology is rapidly evolving beyond basic commands like checking weather or time.

08:14 Smart home features solve practical problems, even if they seem like first-world conveniences.

15:11 Future consumers will judge businesses by their digital accessibility and online reputation.

21:46 Websites must focus on user experience and answering customer questions rather than complex design.

26:49 Businesses need to adapt to new technologies now or risk becoming obsolete.

Resources

Podcast: Play in new window | Download (Duration: 31:17 — 28.7MB) | Embed

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Filed in: Archive 3: 2018-2020 • Interview • Podcast

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