This document discusses optimizing websites for voice assistants like Google Assistant and Amazon Alexa. It provides tips for ranking in featured snippets to be triggered by voice queries, using promotional and informational messaging, listing products on Google Express and Amazon, and creating actions/skills for each assistant. Specific optimization strategies are outlined for shopping, facts, and local queries on each platform.

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Optimizing for Google Assistant, Google Home and Amazon Echo
SEO WITHOUT
SERPS

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Optimizing for Google Assistant, Google Home and Amazon Echo
SEO WITHOUT
SERPS

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A BRIEF HISTORY OF GOOGLE SEARCH

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“I think moving forward the
entire ecosystem will evolve
to actually support that type
of search – that future Star Trek
computer – because that’s
what users want.”
-Amit Singhal, 2014

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FIRST TIME IN GOOGLE HISTORY
WE HAVE SEARCH
WITHOUT A VISUAL SERP

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Can SEO
exist
without a
visual SERP?

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YES

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OPTIMIZING FOR GOOGLE HOME AND
GOOGLE ASSISTANT

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§ Understand the types of queries affected
§ Rank for featured snippets or go home
§ Use the right blend of informational and
promotional messaging in featured
snippets
§ Put inventory on Google Express and
claim your business in Google My
Business
§ Create and promote Actions on Google
5 Steps to Google Home/Assistant Optimization

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1. Understand the types of queries affected
Updated comprehensive list at
http://searchengineland.com/seo-without-serps-
google-assistant-home-amazon-echo-heres-
survive-263763

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NEW

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§ Understand common questions
around your product/service with
tools like Answer the Public,
Google People Also Ask, Moz
Keyword Explorer
§ Optimize facts and info for
featured snippets that are
commercial in nature and have no
best answer (e.g. how much are
cowboys tickets?, best brand of
refrigerator)
Tips for Facts & Info

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§ Prioritize listings where links are
provided in Google Home App
Tips for Facts & Info

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Tips for Shopping Queries
§ Google Express, physical goods
only
§ Unable to order items over $100 or
under $3.99
§ Focus on queries it doesn’t
understand (OK Google. Buy a
Lamborghini Aventador. I'm sorry. I
don't know how to help with that)
§ Focus on broad queries. Added red
dress to my shopping list.

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2. Rank for featured snippets or go home
§ Rank #1 or 2 as 56% of featured
snippets naturally rank in top two
positions (Moz)
§ Put the question in a header tag
and separate the answer by a
paragraph
§ Write the best answer to the
question, as pages with more
engagement are more likely to get
featured snippets (Wordstream)

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3. Use the right blend of promotional and informational messaging
§ Once you have the featured
snippet, include promotional
messaging along with basic facts to
have Google Home promote your
company

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4. Put inventory on Google Express and claim your business in Google My
Business
§ At this time Shopping queries are
powered by Google Express only.
Submit your interest here:
https://services.google.com/fb/for
ms/expressretailers/ or
http://bit.ly/googleexpresssignup
§ Local SEO is necessary. Start by
claiming your listing at Google My
Business.

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5. Create and promote Actions on Google
§ Let your brand be the assistant with
Actions on Google:
https://developers.google.com/actions/
§ Advantage to early adopters because
marketplace includes mostly small
brands.
§ Test your actions or listen to others with
Web Simulator:
https://developers.google.com/actions/t
ools/web-simulator
§ Available from Assistant, Home, Allo and
Pixel

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OPTIMIZING FOR AMAZON ECHO

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3 steps to for Amazon Alexa Optimization:
§ Optimize for Amazon Shopping
Queries
§ Create and promote Amazon Alexa
Skills
§ Understand Alexa Facts and Info
Queries

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1. Optimize for Amazon Shopping Queries
§ Make it available on Amazon Prime
§ Send Customers to Amazon for the
Initial Sale
§ Manage ShippingTime
§ Manage Product Reviews
§ Optimize Items For Amazon SEO
Check out The Complete Guide to Amazon
Alexa SEO by Robyn Johnson:
https://www.searchenginejournal.com/complete
-guide-amazon-alexa-seo/185383/

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2. Create and Promote Amazon Alexa Skills
§ Extensive documentation at
https://developer.amazon.com/ale
xa-skills-kit
§ Most brands will use custom skills
as opposed to smart home skills or
flash briefing skills (news)
§ Provides an advantage to early
adopters, though some larger
brands like Campbell’s Kitchen and
Fidelity have built and promoted
Alexa Skills

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3. Understand Alexa Facts and Info Queries
§ Bing only for facts and info queries
§ Same tips for Google Assistant
facts and info apply

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