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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Voice Search Optimization and Audio Marketing

The future of search is screenless. This technical marketing course explores how to optimize content for Voice Assistants (Siri, Alexa, Google). Students will learn “Voice SEO”—targeting conversational keywords and “Position Zero” snippets—and broader audio marketing strategies, including Sonic Branding and podcast advertising, to capture attention in an audio-first world.

§ 01 By the end you can
  1. Master "Voice SEO": Optimizing for natural language queries and long-tail keywords
  2. Structure content for "Featured Snippets" (Position Zero) on Google
  3. Develop a "Sonic Brand Identity" (Audio logos and mnemonics)
  4. Create interactive "Skills" or "Actions" for smart speakers
  5. Design accessible content strategies that align with Voice User Interfaces (VUI)
§ 02 Sixteen sessions

The whole semester.

  1. 01The Rise of Voice: From Screen to Ambient Computing
  2. 02How Voice Search Works: NLP & Semantic Search
  3. 03Keyword Research: Conversational vs. Typed
  4. 04Optimizing for "Position Zero" (Featured Snippets)
  5. 05Technical SEO: Schema Markup for Voice
  6. 06FAQ Strategy: Answering the User Directly
  7. 07Page Speed & Mobile Optimization for Voice
  8. 08 · MidtermMidterm Examination
  9. 09Local SEO for Voice: "Near Me" Searches
  10. 10Sonic Branding: The Audio Logo
  11. 11Podcast Advertising: Host-Read vs. Programmatic
  12. 12Smart Speaker Ecosystems: Alexa & Google Home
  13. 13Designing Voice Skills (VUI Design Basics)
  14. 14Accessibility & Voice Tech
  15. 15The Future: Voice Commerce (v-commerce)
  16. 16Final Project: The Voice Search Optimization Audit

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Voice Search Optimization Audit

How it’s judged

Recommended reading
  1. Voice Strategy: Creating Useful and Usable Voice Interfaces by Susan Hura
  2. Sonic Branding: An Essential Guide to the Art and Science of Sonic Branding by Daniel M. Jackson
  3. SEO 2024 (Chapters on Voice Search) by Adam Clarke
  4. Talk to Me by James Vlahos
  5. Designing Voice User Interfaces by Cathy Pearl
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