OK, How can I Rank for Voice Search #LearnInbound

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
“OK, ALEYDA HOW CAN I
OPTIMIZE FOR VOICE SEARCH?”

Welcome to the voice search era?

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://SEARCHENGINELAND.COM/GOOGLE-REVEALS-20-PERCENT-QUERIES-VOICE-QUERIES-249917
Smart speakers sales are booming

Voice search is also available through  
most devices now

From assistants in
mobile phones…

To wearables

Or even in your desktop browser

Does this mean that we’re expecting  
to have “50% of voice queries by 2020”?

Not really…
HTTPS://ECONSULTANCY.COM/WHY-WE-NEED-TO-STOP-REPEATING-THE-50-BY-2020-VOICE-SEARCH-PREDICTION/

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.FASTCOMPANY.COM/3035721/BAIDU-IS-TAKING-SEARCH-OUT-OF-TEXT-ERA-AND-TAKING-ON-GOOGLE-WITH-DEEP-LEARNING
That prediction was for “images or speech” searches
based on Baidu’s data and is from 4 years ago already…

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
People use voice for “some” type of queries

Mainly for simple, action-driven requests, easier to
ask through voice while on the go
HTTPS://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

Not necessarily for complex queries, that won’t  
be satisfied with a single phrase answer

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THEINFORMATION.COM/ARTICLES/THE-REALITY-BEHIND-VOICE-SHOPPING-HYPE
Especially transactional ones requiring visual support

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://ASSISTANT.GOOGLE.COM/INTL/EN_US/PLATFORMS/SPEAKERS/
This is how Google Home is promoted

Google also don’t think everything will shift to voice

Half of the assistant interactions are of voice + touch

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
The future is also visual and is the reason
why we now have smart displays too

So voice is not expected to eat display
search and kill SEO

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
It’s an aspect of a conversational search context that
SEO needs to take into consideration

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

Welcome to the voice conversational search era

Where results become answers

* 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
I’m Aleyda Solis

I help great brands to do SEO

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND2018#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Today I’m going to share with you how to optimize
for a conversational, -voice and visual- search context

How are voice queries  
different than text ones?
HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF

They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/

They’re conversational long-tail queries
HTTPS://MOZ.COM/BLOG/THE-STEP-BY-STEP-GUIDE-TO-TESTING-VOICE-SEARCH
By @purnavirji

Personal, first person questions

Clear intent, highly localized and immediate queries

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
People are now using search as a personal advisor

Sad but shockingly true

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THINKWITHGOOGLE.COM/DATA/TALKING-TO-VOICE-ASSISTANT/
Although there’s still room for improvement
for a “friendly” conversation experience
47% don’t 59% don’t

Google’s assistant doesn’t
really behave like my friend

Let’s better move on…

How can you identify voice and
conversational queries to
target with your site content?

It’s about understanding users search intent and new
behavior patterns to fulfill them
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
Check the assistants’ voice commands to
identify query patterns to look for

Most are informational queries,  
starting with the 6Ws
What When Who
Where Why How

Go through your existing search queries looking
for these initial questions words patterns
GOOGLE SEARCH CONSOLE

Which are the relevant ones with higher
impressions, already ranking better?

Look for first person questions

As well as geo-modifiers, if relevant

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSISTRIX, SEMRUSH, AHREFS
Expand your top queries with tracked terms for your
own domain and competitors from ranking indexes

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSISTRIX, SEMRUSH, AHREFS
Check which are those already bringing
more traffic to your competitors too

Identify more questions using keywords tools,
prioritizing them based on relevance & volume
SEMRUSH, AHREFS, KWFINDER

How can you target and
optimise for these
conversational queries?

It’s all about becoming the 1st search result answer
Assistant Answer Desktop Result

For factual questions, these are usually “answer
boxes” powered by the knowledge graph…

…or results from Google’s own services

Featured snippets are then shown for more complex
questions, which are also usually used by the assistant

“40.7% of all voice search answers came from a
Featured Snippet.”
HTTPS://BACKLINKO.COM/VOICE-SEARCH-SEO-STUDY

Featured Snippet
They’re snippets of your content shown at the top
of SERPs, with more visibility than other features

Not surprisingly questions, prepositions, and
comparisons dominate featured snippet results
HTTPS://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

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
What type of content is
shown as a featured snippet?

These are usually FAQ, guides, resources addressing
informational queries in the customer journey

They’re also well structured, easy to read, already
ranking well, featured in a secure, mobile friendly page

This content should be structured in paragraphs,
lists, tables of certain length based on its type
“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.”

Make relevant use of
headings to
structure it too

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSISTRIX, SEMRUSH
Check if your site and competitors are already shown
in featured snippets, their type, query and page

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSEMRUSH
Check which of the identified questions queries are
triggering featured snippets to prioritize them

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
To optimize the content follow the criteria used by the  
Google Assistant to evaluate speech results quality

Besides the information satisfaction it uses length, 
formulation and potential elocution of your content

“usefulness of the response, and for audio responses,
the quality of the speech”

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

Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML

#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
Use the speakable guidelines to further optimize
your content too even if you’re not a publisher

After optimizing your content, remember to monitor
your targeted queries for featured snippets too
SEOMONITOR

You should then also check if you’re triggered in
Google’s Assistant results by using the app
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657

These are the CTR results when you’re shown
as a featured snippet

Our conversational search reality has just
begun… and might not be so bad after all

“OK, THANKS”

OK, How can I Rank for Voice Search #LearnInbound

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