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Optimizing for Conversational Search #FOS19

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How to target voice search queries? In this session Aleyda shares actionable steps to identify and optimize in a conversational search reality.

Published in: Marketing

Optimizing for Conversational Search #FOS19

  1. 1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 OPTIMIZING FOR VOICE CONVERSATIONAL SEARCH #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
  2. 2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Voice search seems to be everywhere now
  3. 3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 But no, voice is not expected to eat visual search 
 and kill SEO UGH
  4. 4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 People are using voice but mostly
 for “some” type of queries HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
  5. 5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Mainly for simple, action-driven requests, 
 easier to ask through voice while on the go HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  6. 6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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/
  7. 7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 A high share of queries require visuals to satisfy users, especially in the decision making process of the customer journey
  8. 8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Yes, some visuals are needed to satisfy this search
  9. 9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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/
  10. 10. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Google made it clear in their 20 anniversary future of search post HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
  11. 11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/ That’s the reason why we now have smart displays too
  12. 12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 So 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/
  13. 13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Welcome to the voice conversational search era
  14. 14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Where results become answers of a conversation journey supported by the Google assistant
  15. 15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 How can you identify conversational queries to target with your site content? #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
  16. 16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 They are full questions, asked in natural language HTTPS://WWW.THINKWITHGOOGLE.COM/
  17. 17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 People are now using the search assistants 
 as personal advisors HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/ Conversational First Person Immediate
  18. 18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 For real HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  19. 19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Sad but shockingly true HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  20. 20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Check the assistants’ voice commands 
 to identify query patterns to look for HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
  21. 21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 What When Who Where Why How Most are informational queries, 
 starting with the 6Ws
  22. 22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://SUPPORT.GOOGLE.COM/GOOGLEHOME/ANSWER/7207759?HL=NL Also in Dutch too Hoe Wat Waarom Hoeveel
  23. 23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19GOOGLE SEARCH CONSOLE Go through your existing search queries looking for these initial questions patterns
  24. 24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Look for first person questions or geo-modifiers
  25. 25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SISTRIX, SEMRUSH, AHREFS Expand your top queries with those of your main competitors including these questions patterns
  26. 26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19KEYWORDS EVERYWHERE Look for Google’s related keywords and suggestions
  27. 27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SISTRIX, SEMRUSH, KWFINDER Do a keyword research focused on questions based on all of these to identify opportunities
  28. 28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 How can you optimize for these conversational queries with your site content? #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
  29. 29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 It’s about becoming the 1st search result answer
  30. 30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 For factual questions, these are usually “answer boxes” powered by the knowledge graph…
  31. 31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 …or results from Google’s own services
  32. 32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Featured snippets are then shown for more complex questions, which are also usually used by the assistant
  33. 33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 “40.7% of all voice search answers came from a Featured Snippet.” HTTPS://BACKLINKO.COM/VOICE-SEARCH-SEO-STUDY
  34. 34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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%
  35. 35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 These are usually targeted by FAQ, guides, resources addressing informational queries in the customer journey
  36. 36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 They need to be already ranking well HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  37. 37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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/
  38. 38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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/
  39. 39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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
  40. 40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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
  41. 41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML “usefulness of the response, and for audio responses, the quality of the speech”
  42. 42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Use also the speakable structured data property 
 to specify your “speech friendly” content HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
  43. 43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Check out SERoundtable example HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
  44. 44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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
  45. 45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 The goal is to be shown like this
  46. 46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Use the previous criteria to optimize content to be concise & well structured, using headings and images
  47. 47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Besides headings & images, you can use 
 lists & tables when relevant too
  48. 48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Google selects the best structured & concise content 
 of the page that specifically answers the query
  49. 49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Check which of your identified queries trigger featured snippets already to prioritize & optimize their content AHREFS, SEMRUSH
  50. 50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 You can monitor if your site and competitors are already shown in them, their type, for which query and page SISTRIX, SEMRUSH, AHREFS
  51. 51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Check if these are featured in the Google’s 
 Assistant results through the mobile app too HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
  52. 52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SEOMONITOR You can do this also by using your own rank tracking software
  53. 53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Assess their impact to identify and expand the best performing queries also from a conversion perspective SEOMONITOR
  54. 54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 It should be a win-win scenario for voice 
 answers and additional SERP visibility!
  55. 55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 How can you additionally expand your site presence with the Google Assistant? #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
  56. 56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 The assistant doesn’t only use Websites content but also Google Actions for answers…
  57. 57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT Actions are conversational applications that can be triggered via the Google Assistant directly or through a matching intent
  58. 58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Check the existing actions in your 
 sector with the Assistant Directory HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
  59. 59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Fashion ones, for example
  60. 60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 You can build one to expand the distribution of your site content as well as complement its functionality
  61. 61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Like I did here, taking into consideration the simpler, action driven requests made through voice HTTP://WHYMYWEBTRAFFICDROPPED.COM/
  62. 62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 It works like this
  63. 63. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/ Google highly facilitates Actions development with Actions Console Projects
  64. 64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/ Along a complete documentation, demos and 
 tutorials to facilitate the development process
  65. 65. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/ It has an assistant that will allow 
 you to choose your action type
  66. 66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 It will take you through the different Actions development steps in the console HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  67. 67. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 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/
  68. 68. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Allowing to specify, design, as well as test your Action content, including how it will be invoked HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  69. 69. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 Actions can expand your voice discoverability, allowing you to better understand your users voice behavior too
  70. 70. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 As you can see, optimizing for the new conversational search journey, addressing voice queries
 is possible, positive… and not that hard
  71. 71. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19 * 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 Dank u wel #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19

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