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Getting Ready for Voice
Search
How to make your website talk
🤓 WordLift team
INTRO
Nils De Moor
@ndemoor
Cofounder and CTO of
WooRank
Getting ready for Voice Search
💙
“My site/company/product
doesn’t need voice!”
Getting ready for Voice Search
Getting ready for Voice Search
Getting ready for Voice Search
Search Engines need help!
🤓 WordLift team
How does the Web Work?
link
link
The Internet is made of trillions of
web pages “stitched” together by
links that humans can follow…
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…
Sharing “Meaning” Across
the Globe
Here Comes the Semantic Web
🤓 WordLift team
PubCon
LV 2019
Las Vegas
Convention
Center
country US
Website A Website B Website C
Linked Data in Graphs
location
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
● 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
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
Getting ready for Voice Search
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
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
50% of Google.com searches
result in
ZERO CLICKS!
June 2019
source: Jumpshot’s panel via Sparktoro 2019
Invest in your brand and help Search Engines
connect you with your audience using voice
assistants and rich features in search results
Getting ready for Voice Search
Getting ready for Voice Search
Getting ready for Voice Search
Conversation
ends here
with plain
Search
results
How to fix?
1. Create individual pages for
each pricing plan
2. Add “Product” structured
data markup to each page
Page Load Time
is a great SEO
opportunity
Getting ready for Voice Search
source: Backlinko
“It’s not just
about
10 blue links
anymore”
Getting ready for Voice Search
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.
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
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.
source:
https://www.searchenginejournal.com/how-google-search-ranking-works/307591
Write
Hyper-targeted
Content
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
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
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
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.
Where to go from here?
Thank You!
@ndemoor
🤓 WordLift team

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Getting ready for Voice Search

  • 1. Getting Ready for Voice Search How to make your website talk 🤓 WordLift team
  • 9. Search Engines need help! 🤓 WordLift team
  • 10. How does the Web Work? link link The Internet is made of trillions of web pages “stitched” together by links that humans can follow…
  • 11. 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…
  • 12. Sharing “Meaning” Across the Globe Here Comes the Semantic Web 🤓 WordLift team
  • 13. PubCon LV 2019 Las Vegas Convention Center country US Website A Website B Website C Linked Data in Graphs location
  • 14. 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
  • 15. ● 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
  • 16. 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
  • 18. 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
  • 19. 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
  • 20. 50% of Google.com searches result in ZERO CLICKS! June 2019 source: Jumpshot’s panel via Sparktoro 2019
  • 21. Invest in your brand and help Search Engines connect you with your audience using voice assistants and rich features in search results
  • 26. How to fix? 1. Create individual pages for each pricing plan 2. Add “Product” structured data markup to each page
  • 27. Page Load Time is a great SEO opportunity
  • 30. “It’s not just about 10 blue links anymore”
  • 32. 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.
  • 33. 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
  • 34. 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.
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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.
  • 41. Where to go from here?