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#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
How to
Optimize for
Conversational
Search?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Voice search seems to be everywhere now
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
But no, voice is
not expected to
eat visual search 

and kill SEO
UGH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
People are using voice but mostly for some 

type of simple action driven queries
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Most of assistants requests at the moment are for 

to-dos, managing the calendar, doing simple tasks
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
A high share of queries
require a visual output
to satisfy users,
especially in the decision
making process
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Google also don’t think everything will shift to voice as
half of the assistant interactions are of voice + touch
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
That’s the reason why we
now have smart displays too
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Voice is an aspect of a new conversational search 

context that SEO needs to take into consideration
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Welcome to the voice conversational search era

driven by the Google Assistant
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Where results become answers
of a conversation journey
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
How can you identify
conversational queries
to target with your
site content?
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
People are now using the search assistants 

as personal advisors
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational First Person Immediate
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
For real
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Check the assistants’ voice commands 

to identify query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
What When Who
Where Why How
Most are informational queries, 

starting with the 6Ws
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Go through your
existing search
queries looking for
these initial
questions patterns
GOOGLE SEARCH CONSOLE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Look for first
person questions
or geo-modifiers
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19SISTRIX, SEMRUSH, AHREFS
Expand your top queries with those of your main
competitors including these questions patterns
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Look for Google’s
related keywords
and suggestions
KEYWORDS EVERYWHERE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Do a keyword
research focused
on questions
based on all of
these to identify
opportunities
SISTRIX, SEMRUSH, KWFINDER
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
How can you optimize
your content for these
conversational
queries?
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It’s about becoming the 1st search result answer
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
For factual questions, these are usually “answer
boxes” powered by the knowledge graph…
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
…or results from Google’s own services
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
“40.7% of all voice search answers came
from a Featured Snippet.”
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Questions, prepositions, and comparisons 

dominate featured snippet results
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
Questions
52.57%
Prepositions
33.65%
Comparisons
28.64%
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
These are usually targeted by FAQ, guides, resources
addressing informational queries in the customer journey
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
They need to be already ranking well already
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
The content should be organized in paragraphs,
lists or tables of certain length based on their type
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It should be well structured, easy to read content, 

featured in a secure, mobile friendly page
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Take also into consideration the criteria used by the 

Google Assistant to evaluate speech results quality
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It’s about information satisfaction but also length,

formulation and potential elocution of your content
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
“usefulness of the
response, and for
audio responses, the
quality of the speech”
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Use also the speakable structured data property 

to specify your “speech friendly” content
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Even if you’re not a US news site elegible
to appear in news results it provides
criteria to follow to be “speech ready”
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Use the previous criteria to optimize content to be
concise & well structured, using headings and images
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Besides headings & images, you can use 

lists & tables when relevant too
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Google selects the best structured & concise content 

of the page that specifically answers the query
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Check which of your identified queries trigger featured
snippets and format their targeted content accordingly
AHREFS, SEMRUSH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
How can you monitor
your Website results
for conversational
queries?
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
You can monitor if your site and competitors are already
shown in them, their type, for which query and page
SISTRIX, SEMRUSH, AHREFS
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19SEOMONITOR
You can do this also by
using your own rank
tracking software
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Verify if these are featured in the Google’s 

Assistant results through the mobile app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Assess their impact to identify and expand the best
performing queries also from a conversion perspective
SEOMONITOR
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It should be a win-win scenario for voice 

answers and additional SERP visibility!
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
How can you
additionally expand
your site presence
with the Google
Assistant with
Actions?
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
The assistant doesn’t
only use Websites
content but also
Google Actions for
answers…
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Actions are conversational
applications that can be
triggered via the Google
Assistant directly or
through a matching intent
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Check the existing actions in your 

sector with the Assistant Directory
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Fashion ones, for example
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
You can build one to
expand the distribution
of your site content as
well as complement its
functionality
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Like I did here, taking into consideration the simpler,
action driven requests made through voice
HTTP://WHYMYWEBTRAFFICDROPPED.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It works like this
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Google highly
facilitates Actions
development with
Actions Console
Projects
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Along a complete documentation, demos and 

tutorials to facilitate the development process
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It has an assistant
that will allow 

you to choose your
action type
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It will take you through the different Actions
development steps in the console
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
It will also give the option to build actions by using
Diagoflow or even with Google Docs based templates
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Allowing to specify,
design, as well as
test your Action
content, including
how it will be
invoked
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Actions can expand
your voice
discoverability,
allowing you to
better understand
your users voice
behavior too
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
Optimizing for the new
conversational search
journey, addressing
voice queries

is possible, positive…
and not that bad
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries 

* Crawling Mondays Host
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of 2018
Thank you
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19

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How to Optimize for a Conversational Search? #RIMC19

  • 1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 How to Optimize for Conversational Search?
  • 2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Voice search seems to be everywhere now
  • 3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 But no, voice is not expected to eat visual search 
 and kill SEO UGH
  • 4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 People are using voice but mostly for some 
 type of simple action driven queries HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  • 5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Most of assistants requests at the moment are for 
 to-dos, managing the calendar, doing simple tasks HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  • 6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 A high share of queries require a visual output to satisfy users, especially in the decision making process
  • 7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Google also don’t think everything will shift to voice as half of the assistant interactions are of voice + touch HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
  • 8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 That’s the reason why we now have smart displays too HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
  • 9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Voice is an aspect of a new conversational search 
 context that SEO needs to take into consideration HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  • 10. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Welcome to the voice conversational search era
 driven by the Google Assistant
  • 11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Where results become answers of a conversation journey
  • 12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 How can you identify conversational queries to target with your site content? #CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
  • 13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 They are full questions, asked in natural language HTTPS://WWW.THINKWITHGOOGLE.COM/
  • 14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 People are now using the search assistants 
 as personal advisors HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/ Conversational First Person Immediate
  • 15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 For real HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  • 16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Sad but shockingly true HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  • 17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Check the assistants’ voice commands 
 to identify query patterns to look for HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
  • 18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 What When Who Where Why How Most are informational queries, 
 starting with the 6Ws
  • 19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Go through your existing search queries looking for these initial questions patterns GOOGLE SEARCH CONSOLE
  • 20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Look for first person questions or geo-modifiers
  • 21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19SISTRIX, SEMRUSH, AHREFS Expand your top queries with those of your main competitors including these questions patterns
  • 22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Look for Google’s related keywords and suggestions KEYWORDS EVERYWHERE
  • 23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Do a keyword research focused on questions based on all of these to identify opportunities SISTRIX, SEMRUSH, KWFINDER
  • 24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 How can you optimize your content for these conversational queries? #CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
  • 25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It’s about becoming the 1st search result answer
  • 26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 For factual questions, these are usually “answer boxes” powered by the knowledge graph…
  • 27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 …or results from Google’s own services
  • 28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Featured snippets are then shown for more complex questions, which are also usually used by the assistant
  • 29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Featured snippets are then shown for more complex questions, which are also usually used by the assistant “40.7% of all voice search answers came from a Featured Snippet.”
  • 30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Questions, prepositions, and comparisons 
 dominate featured snippet results HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/ Questions 52.57% Prepositions 33.65% Comparisons 28.64%
  • 31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 These are usually targeted by FAQ, guides, resources addressing informational queries in the customer journey
  • 32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 They need to be already ranking well already HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  • 33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 The content should be organized in paragraphs, lists or tables of certain length based on their type HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  • 34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It should be well structured, easy to read content, 
 featured in a secure, mobile friendly page HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  • 35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Take also into consideration the criteria used by the 
 Google Assistant to evaluate speech results quality HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
  • 36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It’s about information satisfaction but also length,
 formulation and potential elocution of your content HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
  • 37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 “usefulness of the response, and for audio responses, the quality of the speech” HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
  • 38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Use also the speakable structured data property 
 to specify your “speech friendly” content HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
  • 39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Check out SERoundtable example HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
  • 40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Even if you’re not a US news site elegible to appear in news results it provides criteria to follow to be “speech ready” HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
  • 41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Use the previous criteria to optimize content to be concise & well structured, using headings and images
  • 42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Besides headings & images, you can use 
 lists & tables when relevant too
  • 43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Google selects the best structured & concise content 
 of the page that specifically answers the query
  • 44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Check which of your identified queries trigger featured snippets and format their targeted content accordingly AHREFS, SEMRUSH
  • 45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 How can you monitor your Website results for conversational queries? #CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
  • 46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 You can monitor if your site and competitors are already shown in them, their type, for which query and page SISTRIX, SEMRUSH, AHREFS
  • 47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19SEOMONITOR You can do this also by using your own rank tracking software
  • 48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Verify if these are featured in the Google’s 
 Assistant results through the mobile app too HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
  • 49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Assess their impact to identify and expand the best performing queries also from a conversion perspective SEOMONITOR
  • 50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It should be a win-win scenario for voice 
 answers and additional SERP visibility!
  • 51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 How can you additionally expand your site presence with the Google Assistant with Actions? #CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19
  • 52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 The assistant doesn’t only use Websites content but also Google Actions for answers…
  • 53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Actions are conversational applications that can be triggered via the Google Assistant directly or through a matching intent HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
  • 54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Check the existing actions in your 
 sector with the Assistant Directory HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
  • 55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Fashion ones, for example
  • 56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 You can build one to expand the distribution of your site content as well as complement its functionality
  • 57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Like I did here, taking into consideration the simpler, action driven requests made through voice HTTP://WHYMYWEBTRAFFICDROPPED.COM/
  • 58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It works like this
  • 59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Google highly facilitates Actions development with Actions Console Projects HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  • 60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Along a complete documentation, demos and 
 tutorials to facilitate the development process HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/
  • 61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It has an assistant that will allow 
 you to choose your action type HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  • 62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It will take you through the different Actions development steps in the console HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  • 63. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 It will also give the option to build actions by using Diagoflow or even with Google Docs based templates HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/
  • 64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Allowing to specify, design, as well as test your Action content, including how it will be invoked HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  • 65. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Actions can expand your voice discoverability, allowing you to better understand your users voice behavior too
  • 66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19 Optimizing for the new conversational search journey, addressing voice queries
 is possible, positive… and not that bad
  • 67. * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries 
 * Crawling Mondays Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of 2018 Thank you #CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19