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Optimizing for Voice Search #SMXL18

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How to better understand voice search behavior and optimize to make the most out of the voice search opportunity? In this presentation you'll obtain insights, actions and tools.

Published in: Marketing

Optimizing for Voice Search #SMXL18

  1. 1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 OPTIMIZING FOR VOICE SEARCH #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
  2. 2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 No voice is not expected to eat visual search 
 and kill SEO Before you ask…
  3. 3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/ People are using voice but mostly
 for “some” type of queries
  4. 4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/ Mainly for simple, action-driven requests, 
 easier to ask through voice while on the go
  5. 5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/ Most of assistants requests at the moment are for 
 to-dos, managing the calendar, doing simple tasks
  6. 6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Not necessarily for complex queries, that won’t 
 be satisfied with a single phrase answer HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  7. 7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Many queries require visuals to satisfy users, “see” Google assistant answers
  8. 8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Google also don’t think everything will shift to voice HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
  9. 9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 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 #SMXL18 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/
  11. 11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 They made it clear in their 20 anniversary future of search post HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
  12. 12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 It’s an aspect of a 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 #SMXL18 To satisfy the audience search intent, now expressed through more sophisticated queries & devices HTTPS://SEARCHENGINELAND.COM/HOW-VISUAL-AND-VOICE-SEARCH-ARE-REVITALIZING-THE-ROLE-OF-SEO-303958
  14. 14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Shifting from disconnected answers to journeys HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
  15. 15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Welcome to the voice conversational search journey era
  16. 16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Where results become answers of a conversation journey incentivized by the assistant
  17. 17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF How can you identify voice and conversational queries to target with your site content? #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
  18. 18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 They are full questions, asked in natural language HTTPS://WWW.THINKWITHGOOGLE.COM/
  19. 19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 People are now using voice search as a personal advisor HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/ Conversational ImmediateFirst Person
  20. 20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Sad but shockingly true HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  21. 21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Check the assistants’ voice commands to identify 
 query patterns to look for HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
  22. 22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 What When Who Where Why How Most are informational queries, 
 starting with the 6Ws
  23. 23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://SUPPORT.GOOGLE.COM/GOOGLEHOME/ANSWER/7207759?HL=IT You can also do this in Italian too Come Quanti Chi Che Dov’e Cosa
  24. 24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Go through your existing search queries looking for these initial questions words patterns GOOGLE SEARCH CONSOLE
  25. 25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Look for first person questions or geo-modifiers
  26. 26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Expand your top queries with tracked terms for your own domain and competitors SISTRIX, SEMRUSH, AHREFS
  27. 27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Do a questions targeted keyword research based on these SISTRIX, SEMRUSH, KWFINDER
  28. 28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF How can you target and optimise for these conversational queries? #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
  29. 29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Assistant Answer Desktop Result It’s all about becoming the 1st search result answer
  30. 30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result For factual questions, these are usually “answer boxes” powered by the knowledge graph…
  31. 31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result …or results from Google’s own services
  32. 32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result 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 #SMXL18 “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 #SMXL18 Not surprisingly questions, prepositions, and comparisons dominate featured snippet results HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  35. 35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/ Let’s answer the identified queries by optimizing our content to be shown as a featured snippet
  36. 36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 These are usually FAQ, guides, resources addressing informational queries in the customer journey
  37. 37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 They’re also well structured, easy to read, already ranking well, featured in a secure, mobile friendly page HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  38. 38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 “craft succinct paragraphs in the 40 to 60-word range, or roughly 350 characters.” “create lists with more than 8 items, so the results are truncated.” This content should be structured in paragraphs, lists, tables of certain length based on its type HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  39. 39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Making relevant use of headings along lists 
 to structure content
  40. 40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Check if your site and competitors are already shown 
 in featured snippets, their type, query and page SISTRIX, SEMRUSH
  41. 41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Verify which of the identified questions queries are triggering featured snippets to prioritize them SEMRUSH
  42. 42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Optimize your content following the criteria used by the 
 Google Assistant to evaluate speech results quality HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
  43. 43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Besides the information satisfaction it uses length,
 formulation and potential elocution of your content HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
  44. 44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 “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
  45. 45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 If you’re a news site in the US you can also already use the speakable schema.org to annotate your content HTTPS://WEBMASTERS.GOOGLEBLOG.COM/2018/07/HEY-GOOGLE-WHATS-LATEST-NEWS.HTML
  46. 46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Check out SERoundtable example HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
  47. 47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Follow the speakable guidelines to further optimize your content too even if you’re not a publisher HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
  48. 48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR Remember to monitor your targeted queries for featured snippets
  49. 49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR Identifying how well you’re targeting them vs. your competitors
  50. 50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Assessing their impact to identify the best performing queries also from a conversion perspective SEOMONITOR
  51. 51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Verify if these are shown in the Google’s Assistant 
 results through the app too HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
  52. 52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Check if there are also any actions triggered by your main relevant queries by the Google assistant HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
  53. 53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 You can build one to expand the distribution of your site content as well as complement its functionality HTTP://WHYMYWEBTRAFFICDROPPED.COM/
  54. 54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT Like this
  55. 55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 You can build one using the Actions on Google platform HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  56. 56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 The actions on Google platform has an assistant that will take you through the different development steps HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  57. 57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Along a complete documentation, demos and tutorials 
 to facilitate the learning and development process HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
  58. 58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 It will also give you the option to build actions by using Diagoflow or by even using templates in Google Docs HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/
  59. 59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Actions will expand your content voice discoverability, as well as allow you to better understand voice behavior HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
  60. 60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 The conversational search journey has just begun and might not be so bad after all
  61. 61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 Thanks

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