How to better understand voice search behavior and optimize to make the most out of the voice search opportunity? In this presentation you'll obtain insights, actions and tools.
The Pitfalls of Keyword Stuffing in SEO Copywriting
Optimizing for Voice Search #SMXL18
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OPTIMIZING FOR
VOICE SEARCH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
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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
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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/
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Many queries require visuals to satisfy
users, “see” Google assistant answers
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Google also don’t think everything will shift to voice
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
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Half of the assistant interactions are of voice + touch
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
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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/
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They made it clear in
their 20 anniversary
future of search post
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
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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/
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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
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Shifting from
disconnected
answers to journeys
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
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Welcome to the voice conversational search journey era
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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
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They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
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People are now using voice search as a personal advisor
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational ImmediateFirst Person
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Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
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Check the assistants’ voice commands to identify
query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
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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
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Go through your existing search queries looking for
these initial questions words patterns
GOOGLE SEARCH CONSOLE
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Look for first person questions or geo-modifiers
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Expand your top queries with tracked terms
for your own domain and competitors
SISTRIX, SEMRUSH, AHREFS
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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
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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
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“40.7% of all voice search answers came
from a Featured Snippet.”
HTTPS://BACKLINKO.COM/VOICE-SEARCH-SEO-STUDY
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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
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These are usually FAQ, guides, resources addressing
informational queries in the customer journey
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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/
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“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/
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Making relevant use of headings along lists
to structure content
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Check if your site and competitors are already shown
in featured snippets, their type, query and page
SISTRIX, SEMRUSH
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Verify which of the identified questions queries are
triggering featured snippets to prioritize them
SEMRUSH
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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
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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
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“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
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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
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Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
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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
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Remember to monitor
your targeted queries
for featured snippets
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Identifying how well
you’re targeting them
vs. your competitors
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Assessing their impact to identify the best performing
queries also from a conversion perspective
SEOMONITOR
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Verify if these are shown in the Google’s Assistant
results through the app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
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Check if there are also any actions triggered by your
main relevant queries by the Google assistant
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
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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
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You can build one using the Actions on Google platform
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
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The actions on Google platform has an assistant that will
take you through the different development steps
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
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Along a complete documentation, demos and tutorials
to facilitate the learning and development process
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
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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/
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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
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The conversational search journey has just begun and
might not be so bad after all
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* 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