The document discusses the evolving landscape of voice search, highlighting its use primarily for simple, action-driven requests rather than complex queries. It emphasizes the importance of optimizing content for conversational queries and targeting featured snippets to improve visibility in voice search results. The speaker urges webmasters to consider user intent and ensure their content is structured effectively for voice assistants.

1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
OPTIMIZING FOR
VOICE SEARCH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18

2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
No voice is not expected to eat visual search
and kill SEO
Before you ask…

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. #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. #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. #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. #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