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Thomas Kloos: Optimising for voice search: get those coveted featured snippets!

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Be ready for the future, and do better now. How to prepare for voice search and get more visibility on SERPs at the same time. In voice search, the winner takes it all. In a screenless browsing scenario, we don’t get 10 results with declining CTR and number of clicks towards the bottom. The user asks one question and gets one answer. We need to be the ones giving this answer! Presentation from SEO zraz 2019: https://seo.zraz.sk

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Thomas Kloos: Optimising for voice search: get those coveted featured snippets!

  1. 1. Voice Search & Featured Snippets Thomas Kloos, .kloos KG
  2. 2. .kloos
  3. 3. .kloos
  4. 4. .kloos
  5. 5. .kloos
  6. 6. .kloos • How we search
  7. 7. .kloos • How we search • What we get back
  8. 8. .kloos • How we search • What we get back • How to be prepared – as SEOs
  9. 9. .kloos • How we search • What we get back • How to be prepared – as SEOs
  10. 10. How we search .kloos
  11. 11. .kloos
  12. 12. .kloos
  13. 13. .kloos
  14. 14. .kloos
  15. 15. .kloos
  16. 16. .kloos
  17. 17. .kloos
  18. 18. .kloos Keywords?
  19. 19. .kloos
  20. 20. .kloos
  21. 21. .kloos Baidu prognosis of 50% by 2020
  22. 22. .kloos As speech-recognition accuracy goes from 95% to 99%, we’ll go from barely using it to using it all the time.”
  23. 23. .kloos • Voice search is going to be big • Keywords are becoming less important • Topics are where the money is at
  24. 24. What we get back .kloos
  25. 25. .kloos 2009: • 10 results • Little or no personalization • Low freshness
  26. 26. .kloos 2012: • 10 or fewer results • Strong personalization • Searchers intent • Google Maps • Google News • Videos
  27. 27. .kloos
  28. 28. .kloos
  29. 29. .kloos
  30. 30. .kloos Zero is the new #1
  31. 31. .kloos
  32. 32. .kloos
  33. 33. .kloos 2020: 30% of online activity is screenless
  34. 34. .kloos
  35. 35. .kloos
  36. 36. .kloos
  37. 37. .kloos Voice Search: The Winner Takes It All
  38. 38. How to be prepared .kloos
  39. 39. .kloos Featured Snippets
  40. 40. .kloos Keyword Research
  41. 41. .kloos
  42. 42. .kloos Write content that answers your customers‘ questions!
  43. 43. .kloos
  44. 44. .kloos
  45. 45. .kloos Use structured data
  46. 46. .kloos 40% of voice searches have local intent
  47. 47. .kloos
  48. 48. .kloosQuelle: backlinko.com
  49. 49. .kloos 29 words
  50. 50. .kloos Long-form-content Rather than Keywords in Title Tag
  51. 51. .kloos „This chart shows very clearly the direction this development is taking in the next number of years.“ No candidate for #0
  52. 52. .kloos
  53. 53. .kloos • Page Speed, HTTPs
  54. 54. .kloos • Page Speed, HTTPs • Q&A Format
  55. 55. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words)
  56. 56. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props
  57. 57. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking
  58. 58. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority
  59. 59. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority • Featured snippet
  60. 60. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority • Featured snippet
  61. 61. User First .kloos
  62. 62. Thomas Kloos

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