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How to Optimize for Conversational Search #SMXLondon

Aleyda Solís
Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti

How can you optimize your content for voice or conversational search? Take a look at actionable steps to not only identify queries opportunities but to optimize and expand your content to become the google assistant answer.

How to Optimize for Conversational Search #SMXLondon

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Download to read offline
“Hey Google, How to Optimize
for Conversational Search?”
#voicesearch at #smxlondon @aleyda
#voicesearch at #smxlondon @aleyda
Voice search seems to be everywhere now
#voicesearch at #smxlondon @aleyda
Some even think
that it will
“finally” kill SEO
#voicesearch at #smxlondon @aleyda
“There’s only one
result, a single answer
to each query”
#voicesearch at #smxlondon @aleyda
Which has its own issues
@aleyda#voicesearch at #smxlondon
https://twitter.com/JeffD/status/1129428397644345344
#voicesearch at #smxlondon @aleyda
Are we really doomed by voice though?
#voicesearch at #smxlondon @aleyda
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7 Ways Not to Fail at International SEO
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How to Optimize for Conversational Search #SMXLondon

  • 1. “Hey Google, How to Optimize for Conversational Search?” #voicesearch at #smxlondon @aleyda
  • 2. #voicesearch at #smxlondon @aleyda Voice search seems to be everywhere now
  • 3. #voicesearch at #smxlondon @aleyda Some even think that it will “finally” kill SEO
  • 4. #voicesearch at #smxlondon @aleyda “There’s only one result, a single answer to each query”
  • 5. #voicesearch at #smxlondon @aleyda Which has its own issues @aleyda#voicesearch at #smxlondon https://twitter.com/JeffD/status/1129428397644345344
  • 6. #voicesearch at #smxlondon @aleyda Are we really doomed by voice though? #voicesearch at #smxlondon @aleyda
  • 7. #voicesearch at #smxlondon @aleyda How many of you actually search via voice? @aleyda https://twitter.com/aleyda/status/1129321327293292544 #voicesearch at #smxlondon
  • 8. #voicesearch at #smxlondon @aleyda Surprise, surprise! https://twitter.com/aleyda/status/1129321327293292544
  • 9. #voicesearch at #smxlondon @aleyda People are using voice but mostly for some 
 type of simple action driven queries https://www.thinkwithgoogle.com/consumer-insights/voice-assistance-parent-users/
  • 10. #voicesearch at #smxlondon @aleyda 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/
  • 11. #voicesearch at #smxlondon @aleyda Like this https://twitter.com/aleyda/status/1129321327293292544
  • 12. #voicesearch at #smxlondon @aleyda A high share of queries require a visual output to satisfy users, especially in the decision making process
  • 13. #voicesearch at #smxlondon @aleyda 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/
  • 14. #voicesearch at #smxlondon @aleyda 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/
  • 15. #voicesearch at #smxlondon @aleyda So, no. Voice is not going to kill SEO! https://uberall.com/en/blog/2019/1-in-5-people-using-voice-search-every-week
  • 16. #voicesearch at #smxlondon @aleyda Voice is an aspect of a new conversational 
 search context that SEO needs to leverage though https://www.thinkwithgoogle.com/consumer-insights/voice-assistance-parent-users/
  • 17. #voicesearch at #smxlondon @aleyda Welcome to the voice conversational search era
 driven by the Google Assistant
  • 18. #voicesearch at #smxlondon @aleyda Where results become answers of a conversation journey
  • 19. #voicesearch at #smxlondon @aleyda “How can you identify conversational queries to target with your site content?” #voicesearch at #smxlondon @aleyda
  • 20. #voicesearch at #smxlondon @aleyda They are full questions, asked in natural language https://www.thinkwithgoogle.com/
  • 21. #voicesearch at #smxlondon @aleyda People are now using the search assistants 
 as personal advisors Conversational First Person Immediate https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
  • 22. #voicesearch at #smxlondon @aleyda For real https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
  • 23. #voicesearch at #smxlondon @aleyda Sad but shockingly true https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
  • 24. #voicesearch at #smxlondon @aleyda https://www.cnet.com/how-to/google-home-complete-list-of-commands/ Check the assistants’ voice commands 
 to identify query patterns to look for
  • 25. #voicesearch at #smxlondon @aleyda What When Who Where Why How Most are informational queries, 
 starting with the 6Ws
  • 26. #voicesearch at #smxlondon @aleyda Google Search Console Go through your existing search queries looking for these initial questions patterns
  • 27. #voicesearch at #smxlondon @aleyda Look for first person questions or geo-modifiers
  • 28. #voicesearch at #smxlondon @aleyda Expand your top queries with those of your main competitors including these questions patterns sistrix, semrush, ahrefs #voicesearch at #smxlondon @aleyda
  • 29. #voicesearch at #smxlondon @aleyda Look for Google’s related keywords and suggestions keywords everywhere #voicesearch at #smxlondon @aleyda
  • 30. #voicesearch at #smxlondon @aleyda Do a keyword research focused on questions based on all of these to identify opportunities #voicesearch at #smxlondon @aleyda sistrix, semrush, ahrefs
  • 31. #voicesearch at #smxlondon @aleyda "How can you optimize your content 
 for these conversational queries?” #voicesearch at #smxlondon @aleyda
  • 32. #voicesearch at #smxlondon @aleyda It’s about becoming the 1st search result answer
  • 33. #voicesearch at #smxlondon @aleyda For factual questions, these are usually “answer boxes” powered by the knowledge graph…
  • 34. #voicesearch at #smxlondon @aleyda …or results from Google’s own services
  • 35. #voicesearch at #smxlondon @aleyda Featured snippets are then shown for more complex questions, which are also usually used by the assistant
  • 36. #voicesearch at #smxlondon @aleyda 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.”
  • 37. #voicesearch at #smxlondon @aleyda SERP Features should be positive for your pages CTR if you optimize them well https://dixonjones.com/seo/structured-data-a-dirty-little-secret/ #voicesearch at #smxlondon @aleyda
  • 38. #voicesearch at #smxlondon @aleyda Questions, prepositions, and comparisons 
 dominate featured snippet results Questions 52.57% Prepositions 33.65% Comparisons 28.64% #voicesearch at #smxlondon @aleyda https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 39. #voicesearch at #smxlondon @aleyda These are usually targeted by FAQ, guides, resources addressing informational queries in the customer journey
  • 40. #voicesearch at #smxlondon @aleyda Although we can also find a few commercially 
 driven queries triggering features snippets too
  • 41. #voicesearch at #smxlondon @aleyda https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/ The featured pages need to be already ranking well
  • 42. #voicesearch at #smxlondon @aleyda https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/ The content should be organized in paragraphs, lists or tables of certain length based on their type
  • 43. #voicesearch at #smxlondon @aleyda https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/ It should be well structured, easy to read content, 
 featured in a secure, mobile friendly, optimised page
  • 44. #voicesearch at #smxlondon @aleyda 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
  • 45. #voicesearch at #smxlondon @aleyda https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html It’s not only about information satisfaction but also length, formulation & potential elocution of your content
  • 46. #voicesearch at #smxlondon @aleyda https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html “usefulness of the response, and for audio responses, the quality of the speech”
  • 47. #voicesearch at #smxlondon @aleyda Use also the “how-to” structured data for rich results in mobile SERPs and generate “how to” actions for the Google assistant https://webmasters.googleblog.com/2019/05/new-in-structured-data-faq-and-how-to.html #voicesearch at #smxlondon @aleyda
  • 48. #voicesearch at #smxlondon @aleyda Like Instructables is doing here
  • 49. #voicesearch at #smxlondon @aleyda Generating this featured snippet
  • 50. #voicesearch at #smxlondon @aleyda If you’re an eligible US news site you can use the speakable structured data to specify your content https://developers.google.com/search/docs/data-types/speakable
  • 51. #voicesearch at #smxlondon @aleyda Like SERoundtable is doing here https://www.seroundtable.com/listen-to-google-speakable-markup-in-action-26169.html
  • 52. #voicesearch at #smxlondon @aleyda Follow the speakable structured data guidelines to make your content “speech ready” too https://developers.google.com/search/docs/data-types/speakable #voicesearch at #smxlondon @aleyda
  • 53. #voicesearch at #smxlondon @aleyda Use the previous criteria to optimize content to be concise, easy to read aloud, and well structured
  • 54. #voicesearch at #smxlondon @aleyda Besides headings and descriptive images, 
 you can use lists & tables when relevant too
  • 55. #voicesearch at #smxlondon @aleyda Google selects the best structured & concise content 
 of the page that specifically answers the query
  • 56. #voicesearch at #smxlondon @aleyda Check which of your identified queries trigger featured snippets and format your targeted content accordingly ahrefs, semrush #voicesearch at #smxlondon @aleyda
  • 57. #voicesearch at #smxlondon @aleyda “How can you monitor your Website 
 results for conversational queries?” #voicesearch at #smxlondon @aleyda
  • 58. #voicesearch at #smxlondon @aleyda You can check if your site and competitors are 
 already shown in them for which query and page #voicesearch at #smxlondon @aleyda ahrefs, semrush, ahrefs
  • 59. #voicesearch at #smxlondon @aleyda Follow-up by using your own rank tracking software, besides ranking indexes, for your critically targeted queries #voicesearch at #smxlondon @aleyda seomonitor
  • 60. #voicesearch at #smxlondon @aleyda Verify if these are featured in the Google’s 
 Assistant results through the mobile app too #voicesearch at #smxlondon @aleyda https://support.google.com/assistant/answer/7172657
  • 61. #voicesearch at #smxlondon @aleyda Assess their impact to identify and expand the best performing queries also from a conversion perspective #voicesearch at #smxlondon @aleyda seomonitor
  • 62. #voicesearch at #smxlondon @aleyda It should be a win-win scenario for voice 
 answers and additional SERP visibility!
  • 63. #voicesearch at #smxlondon @aleyda “How can you expand your site presence with the Google Assistant with Actions?” #voicesearch at #smxlondon @aleyda
  • 64. #voicesearch at #smxlondon @aleyda The assistant doesn’t only use Websites content but also Google Actions for answers…
  • 65. #voicesearch at #smxlondon @aleyda Actions are conversational applications that can be triggered via the Google Assistant directly or through a matching intent #voicesearch at #smxlondon @aleyda https://developers.google.com/actions/extending-the-assistant
  • 66. #voicesearch at #smxlondon @aleyda Check the existing actions in your 
 sector with the Assistant Directory #voicesearch at #smxlondon @aleyda https://assistant.google.com/explore
  • 67. #voicesearch at #smxlondon @aleyda Finance ones, for example
  • 68. #voicesearch at #smxlondon @aleyda You can build one to expand the distribution of your site content as well as complement its functionality
  • 69. #voicesearch at #smxlondon @aleyda Google highly facilitates Actions development with Actions Console Projects #voicesearch at #smxlondon @aleyda https://console.actions.google.com/
  • 70. #voicesearch at #smxlondon @aleyda Providing the option to build actions without coding by using templates too #voicesearch at #smxlondon @aleyda https://developers.google.com/actions/templates/
  • 71. #voicesearch at #smxlondon @aleyda You can create trivia, quizzes, flash cards and how-tos using templates #voicesearch at #smxlondon @aleyda https://developers.google.com/actions/templates/
  • 72. #voicesearch at #smxlondon @aleyda Like I did here, taking into consideration the simpler, action driven requests made through voice #voicesearch at #smxlondon @aleyda http://whymywebtrafficdropped.com/
  • 73. #voicesearch at #smxlondon @aleyda It’s a flash card action, that works like this
  • 74. #voicesearch at #smxlondon @aleyda The Actions assistant will take you through the different Actions development steps in the console #voicesearch at #smxlondon @aleyda https://console.actions.google.com/
  • 75. #voicesearch at #smxlondon @aleyda Giving the option to build the action by using whether Diagoflow or with the Google Docs based templates #voicesearch at #smxlondon @aleyda https://developers.google.com/actions/templates/
  • 76. #voicesearch at #smxlondon @aleyda#voicesearch at #smxlondon @aleyda https://console.actions.google.com/ Allowing to specify, design, as well as test your Action content, including how it will be invoked
  • 77. #voicesearch at #smxlondon @aleyda Actions can expand your voice discoverability, allowing you to better understand your users voice behavior too, giving you a competitive advantage
  • 78. #voicesearch at #smxlondon @aleyda As you can see voice search shouldn’t be negative…
  • 79. #voicesearch at #smxlondon @aleyda …it’s an opportunity to better address your audience conversational behavior and grow accordingly!
  • 80. * 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 #voicesearch at #smxlondon @aleyda