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#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
OPTIMIZING FOR
VOICE SEARCH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
No voice is not expected to eat visual search 

and kill SEO
Before you ask…
#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
#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
#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
#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/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Many queries require visuals to satisfy
users, “see” Google assistant answers
#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/
#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/
#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/
#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/
#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/
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Shifting from
disconnected
answers to journeys
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Welcome to the voice conversational search journey era
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Where results become answers
of a conversation journey
incentivized by the assistant
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
#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/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
What When Who
Where Why How
Most are informational queries, 

starting with the 6Ws
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Go through your existing search queries looking for
these initial questions words patterns
GOOGLE SEARCH CONSOLE
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Look for first person questions or geo-modifiers
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Expand your top queries with tracked terms
for your own domain and competitors
SISTRIX, SEMRUSH, AHREFS
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Do a questions
targeted keyword
research based on
these
SISTRIX, SEMRUSH, KWFINDER
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Assistant Answer Desktop Result
It’s all about becoming the 1st search result answer
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result
For factual questions, these are usually “answer boxes”
powered by the knowledge graph…
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result
…or results from Google’s own services
#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
#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
#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/
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
These are usually FAQ, guides, resources addressing
informational queries in the customer journey
#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/
#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/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Making relevant use of headings along lists 

to structure content
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Verify which of the identified questions queries are
triggering featured snippets to prioritize them
SEMRUSH
#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
#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
#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
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR
Remember to monitor
your targeted queries
for featured snippets
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR
Identifying how well
you’re targeting them
vs. your competitors
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Assessing their impact to identify the best performing
queries also from a conversion perspective
SEOMONITOR
#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
#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
#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/
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
Like this
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
You can build one using the Actions on Google platform
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
#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/
#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
#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/
#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
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
The conversational search journey has just begun and
might not be so bad after all
#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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 be satisfied with a single phrase answer HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  • 7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Many queries require visuals to satisfy users, “see” Google assistant answers
  • 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. #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. #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. #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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Welcome to the voice conversational search journey era
  • 16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Where results become answers of a conversation journey incentivized by the assistant
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 They are full questions, asked in natural language HTTPS://WWW.THINKWITHGOOGLE.COM/
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Sad but shockingly true HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 What When Who Where Why How Most are informational queries, 
 starting with the 6Ws
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Go through your existing search queries looking for these initial questions words patterns GOOGLE SEARCH CONSOLE
  • 25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Look for first person questions or geo-modifiers
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Do a questions targeted keyword research based on these SISTRIX, SEMRUSH, KWFINDER
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Assistant Answer Desktop Result It’s all about becoming the 1st search result answer
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result …or results from Google’s own services
  • 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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 These are usually FAQ, guides, resources addressing informational queries in the customer journey
  • 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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Making relevant use of headings along lists 
 to structure content
  • 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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Verify which of the identified questions queries are triggering featured snippets to prioritize them SEMRUSH
  • 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. #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. #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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR Remember to monitor your targeted queries for featured snippets
  • 49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR Identifying how well you’re targeting them vs. your competitors
  • 50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 Assessing their impact to identify the best performing queries also from a conversion perspective SEOMONITOR
  • 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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT Like this
  • 55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 You can build one using the Actions on Google platform HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
  • 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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18 The conversational search journey has just begun and might not be so bad after all
  • 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