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Getting ready for Voice Search

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Getting ready for Voice Search

  1. 1. Getting Ready for Voice Search How to make your website talk 🤓 WordLift team
  2. 2. INTRO Nils De Moor @ndemoor Cofounder and CTO of WooRank
  3. 3. 💙
  4. 4. “My site/company/product doesn’t need voice!”
  5. 5. Search Engines need help! 🤓 WordLift team
  6. 6. How does the Web Work? link link The Internet is made of trillions of web pages “stitched” together by links that humans can follow…
  7. 7. Problem Computers can see links but they don’t really understand the meaning behind a web page or why web pages are connected one another…
  8. 8. Sharing “Meaning” Across the Globe Here Comes the Semantic Web 🤓 WordLift team
  9. 9. PubCon LV 2019 Las Vegas Convention Center country US Website A Website B Website C Linked Data in Graphs location
  10. 10. Computers use URLs as unique identifiers PUBCON ENTERS THE GRAPH OF LINKED DATA eg. https://pubcon.com/lv-2019 PubCon presents itself to computers using a Linked Data persistent URL
  11. 11. ● Developed by and for the search engines ● Stable, reliable and extensible ● Has become the de-facto standard for Linked Data development ● Strikes the right balance between complexity and expressiveness (sort of) ● Open and community driven
  12. 12. Schema.Org - The Lingua Franca in the Search World A shared linked vocabulary to structure metadata on websites. Schema.org has been the best way to spread linked data technologies to website owners who didn’t know anything about semantic web. The core vocabulary is made of 589 entity types and 860 properties Metadata written using schema.org can be packaged in: Microdata,RDFa or JSON-LD
  13. 13. Domains in Crawl Domains with structured data 2013 2014 2015 2016 2017 2018 source: Structured Data from the Common Web Crawl 17.67% yearly average growth of structured data in web pages 40M 30M 20M 10M
  14. 14. A Few facts 1. Structured Data is growing fast 2. Traditional SEO opportunities are shrinking 3. ROI of Semantic Web technologies - in the context of Search Optimisation - is easy to prove 4. Voice Search is getting bigger
  15. 15. 50% of Google.com searches result in ZERO CLICKS! June 2019 source: Jumpshot’s panel via Sparktoro 2019
  16. 16. Invest in your brand and help Search Engines connect you with your audience using voice assistants and rich features in search results
  17. 17. Conversation ends here with plain Search results
  18. 18. How to fix? 1. Create individual pages for each pricing plan 2. Add “Product” structured data markup to each page
  19. 19. Page Load Time is a great SEO opportunity
  20. 20. source: Backlinko
  21. 21. “It’s not just about 10 blue links anymore”
  22. 22. 8. SITE LINKS 9. SITE IMAGE CAROUSEL 10. TOP STORIES FOR NEWS 11. AMP 12. GOOGLE FLIGHTS 13. PEOPLE ALSO ASK 14. CATEGORY 15. IMAGES 16. VIDEO / TRAILERS 17. LIVE 18. TOP SIGHTS 19. REVIEWS 20. BLOGS 21. KNOWLEDGE PANEL 22. CAROUSEL 23. APPS 24. GOOGLE FOR JOBS 25. RECIPES 26. SCHOLARLY RESEARCH 27. WEATHER 28. GAME SCORES 29. TWEETS 30. DISCOVER MORE PLACES 31. SEND TO GOOGLE HOME 32. PEOPLE ALSO SEARCH FOR 33. SEE RESULTS ABOUT 34. WIDGETS 35. FOUND IN RELATED SEARCH 36. QUOTES 37. EVENTS 38. DATASETS SEARCH 1. STANDARD 2. TALLER ORGANIC CARD 3. LOCAL 3-PACK 4. HOWTO 5. SHOPPING 6. RICH SNIPPET 7. SITE CAROUSEL 39. MOVIE CAROUSEL 40. PODCAST 41. COURSE ... ETC.
  23. 23. 8. SITE LINKS 9. SITE IMAGE CAROUSEL 10. TOP STORIES FOR NEWS 11. AMP 12. GOOGLE FLIGHTS 13. PEOPLE ALSO ASK 14. CATEGORY 15. IMAGES 16. VIDEO / TRAILERS 17. LIVE 18. TOP SIGHTS 19. REVIEWS 20. BLOGS 21. KNOWLEDGE PANEL 22. CAROUSEL 23. APPS 24. GOOGLE FOR JOBS 25. RECIPES 26. SCHOLARLY RESEARCH 27. WEATHER 28. GAME SCORES 29. TWEETS 30. DISCOVER MORE PLACES 31. SEND TO GOOGLE HOME 32. PEOPLE ALSO SEARCH FOR 33. SEE RESULTS ABOUT 34. WIDGETS 35. FOUND IN RELATED SEARCH 36. QUOTES 37. EVENTS 38. DATASETS SEARCH 1. STANDARD 2. TALLER ORGANIC CARDS 3. LOCAL 3-PACK 4. HOWTOs 5. SHOPPING 6. RICH SNIPPETS 7. SITE CAROUSEL ??. ... 38. DATASETS SEARCH 39. MOVIE CAROUSEL ??. ... source: BrightEdge 40. PODCAST 41. COURSE ... ETC. Enforced by structured data Answered by Assistant
  24. 24. 8. SITE LINKS 9. SITE IMAGE CAROUSEL 10. TOP STORIES FOR NEWS 11. AMP 12. GOOGLE FLIGHTS 13. PEOPLE ALSO ASK 14. CATEGORY 15. IMAGES 16. VIDEO / TRAILERS 17. LIVE 18. TOP SIGHTS 19. REVIEWS 20. BLOGS 21. KNOWLEDGE PANEL 22. CAROUSEL 23. APPS 24. GOOGLE FOR JOBS 25. RECIPES 26. SCHOLARLY RESEARCH 27. WEATHER 28. GAME SCORES 29. TWEETS 30. DISCOVER MORE PLACES 31. SEND TO GOOGLE HOME 32. PEOPLE ALSO SEARCH FOR 33. SEE RESULTS ABOUT 34. WIDGETS 35. FOUND IN RELATED SEARCH 36. QUOTES 37. EVENTS 38. DATASETS SEARCH 1. STANDARD 2. TALLER ORGANIC CARDS 3. LOCAL 3-PACK 4. HOWTOs 5. SHOPPING 6. RICH SNIPPETS 7. SITE CAROUSEL ??. ... 38. DATASETS SEARCH 39. MOVIE CAROUSEL ??. ... source: BrightEdge 40. PODCAST 41. COURSE ... ETC.
  25. 25. source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591
  26. 26. Write Hyper-targeted Content
  27. 27. 1. Optimise content for featured snippets by focusing on conversational long-tail keywords (yes, look for questions in your search logs, support transcripts and mobile search queries) 2. Write articles and not just answers. Voice search and chatbots typically are at the top of your funnel. 3. Make sure your content can be read out aloud quickly. “The average Google voice search result is written at a 9th grade level”.(source: backlinko) Creating voice-ready content
  28. 28. An high-quality voice response for Google meets informational needs, in short answers, grammatically correct (syntactically well-formed), and with an accurate pronunciation Google will search Knowledge Graph Entities first, if these are missing, the conversational search will seek the answer from the web. source: Evaluation of search speech guidelines “There is no reordering in voice search; just extraction and compression. No paraphrasing.” Enrique Alfonseca - Google GUIDELINE
  29. 29. What Content Shall be spoken aloud? Using speakable schema markup we can tell Google what sections within an article or a webpage are best suited for audio playback. (atm. only for news queries) BETA
  30. 30. 1 2 3 4 Key Takeaways The industry of SEO has entered an era of chaos, a pivotal change is happening in the way people access information and most of the websites are still ignoring it. The Google Knowledge Graph and needs semantically structured data. There is more than structured data: winning the modern SEO Game is about combining several factors such as speed, hyper-targeted content and in-depth serp optimisation. Having your own knowledge graph means a lot to stand out on Search and helps content move into voice search and control your brand’s narrative.
  31. 31. Where to go from here?
  32. 32. Thank You! @ndemoor 🤓 WordLift team

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