This webinar discusses the importance of voice search in the future of SEO, internet search how you can own the 0 spot by providing the best answers. The presentation will guide you through organic and paid opportunities and strategies for your site that will help you master voice search and stay ahead of your competition.

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Voice Search: Owning the best answer
via organic and paid opportunities +
skills
September 25th,2019
Daniel-SEO Specialist
Mike-SEO Coordinator

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Agenda
– Background: What is voice search & position 0
– Devices and platforms that drive voice search
– Why voice search matters
– How people are using voice search
– Opportunities
– How to rank
– FAQ pages and their benefit for voice search
– Statistics
– The future of voice search
– Conclusion
– Questions & Answers
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Background
Understanding voice search & position 0
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What is Voice Search?
– Ask a digital assistant or device a question
– It will provide you the ‘best answer’
– Google Knowledge Graph powers voice search
– Most commonly voice search are informational queries
– Searchers want a quick answer, not a journey
– Common queries: who, what, when, where, why, how
– Brands have an opportunity to provide the answer

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What is Position 0?
– Position 0 is the term for the rich
snippets that appear in Google’s
‘Answer Box’ or ‘Instant Answers,’
which appear above organic search
results when the query is phrased
as a question. Ex. ‘what is a rich
snippet’
– 80% of Google Home results come
from snippets

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Position 0: Featured Snippets
– Google’s use of rich snippets is on the rise…
– Which means more opportunities for brands
– According to a recent Ahref’s study, 41% of queries have featured
snippets
– On average, featured snippets are 54-58 words in length

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Position 0: Hot Topics
– Industries: health, financial
– Applications: mathematical,
asking time
– status, requirements, or DIY
processes
– Subjective queries i.e., “best” or
“reviews”

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Position 0: The Catch & Opportunity
– You must rank in the top 10 to qualify for Position 0
– you must follow the 3 C’s of SEO; content, code, and credibility
– Once you rank, you have the opportunity to double presence with a rich
snippet
Below is a graph showing the probability of owning Position 0 by rank:

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Voice Assistants & Appliances

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Voice Search & P0: Why it Matters
– Voice searches are 3x more likely to
be local-based
– 30 times more likely to be action-
oriented
– P0 rankings generate an average
8.6% CTR (ahrefs)
– Ranking P0 boosts CTR 114%
(HubSpot)

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Voice Search & P0: V-Commerce
– It is estimated that Amazon Echo
account for $7 billion in voice
transactions in 2020(Mizuho
Bank)
– 33% US internet users are likely
to make a purchase via voice-
enable speakers
– Annual estimated value for
owning P0 for ‘virtual desktop’ is
over $2M (STAT)

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How Voice Assistants & Speakers are Used
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Voice DAs: Local Frequency
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Voice Search: Local Business Use
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Ranking Strategies & Tactics
Optimizing for voice search & position 0
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How to Rank for Voice Search & P0
– Start with important modifiers
– Understand where they fit in the sales cycle
– Triangulate how the modifiers fit into your sales cycle with with
conversations and surveys
– Conduct research, especially suggested searches

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How to Rank: Leverage Tools
Below are a number of websites and tools that will allow you to perform
research into the keywords, questions, and topics to focus on when setting
your site up for voice search.
– Integrated tools: MOZ Keyword Explorer, Rank Ranger Keyword Finder,
Rank Tracker, ubersuggest
– Free tools: Google AdWords Keyword Planner, Google Search Console and
Keyword Tool
– Topical tools: Faq Fox, StoryBase, BlogSearchEngine, HubSpot Blog Topic
Generator and Answer The Public
– For Ongoing tracking: SEMrush, STAT Search Analytics and Searchmetrics
Suite

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How to Rank: Identify Opportunities
– Identify ideal phrases for your site and determine which have P0
– If possible reverse-engineer results that own the Answer Box
– If not, focus on high-volume, long tail terms
– Evaluate site content that has greatest potential
– Leverage existing content: FAQs, Q&As, blog, etc.

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How to Rank: The Long Tail
– Leverage the Long Tail phrases
– Incorporate 5 W’s & other modifiers

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How to Rank: Selecting Format
– Paragraphs are best for
standard answers and are
most common
– Tables or charts are ideal
when communicating complex
or comparative data

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How to Rank: Content Optimization Process
– Get to the point on target pages with content
– Provide additional detail lower in the page
– Follow hierarchy outlined below:

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How to Rank: Page Optimization
– Create new content based with rich snippet format in mind
– Optimize code elements (URL, title, meta, H1, schema)
Tag Recommendations Title Tag Meta Description
Google 66 – 69 characters 155 characters
Yahoo 67 – 72 characters 176 – 184 characters
Bing 64 – 65 characters 164 – 190 characters
Anvil Media recommends < 60 characters 130-155 characters

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How to Rank: Advanced SEO
– Match Google Search Console
keywords with keywords on your
landing page
– Evaluate existing high-performing
pages
– Test less common modifiers than the
5 W’s (i.e. cost)
– Target 8th grade reading level
– Optimize lower-funnel searches for
purchase
– Support with a paid search campaign

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FAQ & Voice: Strategy
– Create a FAQ page w/ schema.
– FAQ pages answer Voice Search
queries
– Answer questions involving your
niche and feed it to Google
Console through faq schema.

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FAQ & Voice: Research
– Research popular Questions, Keywords, and Phrases for your industry.
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FAQ & Voice: Implementation
– Implement the FAQ schema in the backend of your website.
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FAQ & Voice: Common Uses
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– ComScore predict voice search will
constitute half of all searches by
2020

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Voice Search Statistics
– 55% of teens and 41% of adults use
voice search more than once a day
(Google)
– 20% of Google searches and 25
percent of Bing searches originated
from voice in 2016
– ComScore/ Campaign predict voice
search will constitute half of all
searches by 2020
– 22% searching for local content and
information (Internet Trends Report)
– 21% trust voice with complex e-
commerce tasks

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Voice DAs: Common Locations
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Voice DAs: Common Use

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The Future
Opportunities in voice search & position 0
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The Future: Just Getting Started
– In 2017, 24.5 million voice-first devices were shipped
– Only 30-50% of conversational interactions are successful (VoiceLabs)
– Only a small percentage of voice skills are branded today

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The Future: Commerce & Skills
– Expect to see more local results, transactional commerce and media
formats like images and video
– Prepare for a multimedia voice experience (Ex: Amazon Echo Show)
– More than half of regular smart speaker users want information on deals
and promotions (Google)
– Consider creating voice apps, skills and AI-related products

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The Future: Advertising Options
– Ads are currently banned on Amazon
Alexa skills, with a few exceptions
– There are no plans to add
advertisements to Alexa, for now
– Amazon wants brands to focus on
developing skills that provide a more
engaging experience
– Look for more advertising once install-
based reached 100 million in 2020 (up
from 20 million today)
– Companies can also monetize skills
without advertising by offering paid
subscription skills

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Key Takeaways: Developing a Voice Search Plan
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1. Start with fundamental SEO and organic rankings
2. Identify existing content to optimize for voice
3. Identify new content opportunities
4. Test and refine
5. Consider developing an Alexa Skill
6. Be ready for voice search advertising

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Conclusion
—Owning Position 0 through use of traditional SEO tactics and
structured data is vital to appearing in voice search
—Ecommerce and local business searches are among the fastest
growing sectors of voice search
—Using FAQ pages with FAQ markup will help your site to appear in
position 0 and in turn be served as results for voice search queries
—Optimizing for voice search now could be the differentiating factor
that helps you stand out above your competitors.
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