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OK, How can I Rank for Voice Search #LearnInbound

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How can you target conversational queries that are picked up by the Google's assistant as answers? Check out the criteria, tools, steps!

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OK, How can I Rank for Voice Search #LearnInbound

  1. 1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND “OK, ALEYDA HOW CAN I OPTIMIZE FOR VOICE SEARCH?” #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
  2. 2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Welcome to the voice search era?
  3. 3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://SEARCHENGINELAND.COM/GOOGLE-REVEALS-20-PERCENT-QUERIES-VOICE-QUERIES-249917 Smart speakers sales are booming
  4. 4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://SEARCHENGINELAND.COM/GOOGLE-REVEALS-20-PERCENT-QUERIES-VOICE-QUERIES-249917 Voice search is also available through 
 most devices now
  5. 5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND From assistants in mobile phones… #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
  6. 6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND To wearables
  7. 7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Or even in your desktop browser
  8. 8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://SEARCHENGINELAND.COM/GOOGLE-REVEALS-20-PERCENT-QUERIES-VOICE-QUERIES-249917 Does this mean that we’re expecting 
 to have “50% of voice queries by 2020”?
  9. 9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Not really… HTTPS://ECONSULTANCY.COM/WHY-WE-NEED-TO-STOP-REPEATING-THE-50-BY-2020-VOICE-SEARCH-PREDICTION/
  10. 10. #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…
  11. 11. #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
  12. 12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND 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/
  13. 13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Most of assistants requests at the moment are for 
 to-dos, managing the calendar, doing simple tasks HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
  14. 14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND 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/
  15. 15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THEINFORMATION.COM/ARTICLES/THE-REALITY-BEHIND-VOICE-SHOPPING-HYPE Especially transactional ones requiring visual support
  16. 16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://ASSISTANT.GOOGLE.COM/INTL/EN_US/PLATFORMS/SPEAKERS/ This is how Google Home is promoted
  17. 17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/ Google also don’t think everything will shift to voice
  18. 18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/ Half of the assistant interactions are of voice + touch
  19. 19. #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
  20. 20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND So voice is not expected to eat display search and kill SEO
  21. 21. #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
  22. 22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND 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
  23. 23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Welcome to the voice conversational search era
  24. 24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Where results become answers
  25. 25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND * 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
  26. 26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND I help great brands to do SEO
  27. 27. #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
  28. 28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND How are voice queries 
 different than text ones? HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF
  29. 29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND They are full questions, asked in natural language HTTPS://WWW.THINKWITHGOOGLE.COM/
  30. 30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND They’re conversational long-tail queries HTTPS://MOZ.COM/BLOG/THE-STEP-BY-STEP-GUIDE-TO-TESTING-VOICE-SEARCH By @purnavirji
  31. 31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Personal, first person questions HTTPS://WWW.THINKWITHGOOGLE.COM/
  32. 32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Clear intent, highly localized and immediate queries HTTPS://WWW.THINKWITHGOOGLE.COM/
  33. 33. #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

  34. 34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Sad but shockingly true
  35. 35. #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
  36. 36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Google’s assistant doesn’t really behave like my friend
  37. 37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Let’s better move on…
  38. 38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND How can you identify voice and conversational queries to target with your site content?
  39. 39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND It’s about understanding users search intent and new behavior patterns to fulfill them HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
  40. 40. #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
  41. 41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Most are informational queries, 
 starting with the 6Ws What When Who Where Why How
  42. 42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Go through your existing search queries looking for these initial questions words patterns GOOGLE SEARCH CONSOLE
  43. 43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Which are the relevant ones with higher impressions, already ranking better?
  44. 44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Look for first person questions
  45. 45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND As well as geo-modifiers, if relevant
  46. 46. #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
  47. 47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSISTRIX, SEMRUSH, AHREFS Check which are those already bringing more traffic to your competitors too
  48. 48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Identify more questions using keywords tools, prioritizing them based on relevance & volume SEMRUSH, AHREFS, KWFINDER
  49. 49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND How can you target and optimise for these conversational queries?
  50. 50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND It’s all about becoming the 1st search result answer Assistant Answer Desktop Result
  51. 51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND For factual questions, these are usually “answer boxes” powered by the knowledge graph… Assistant Answer Desktop Result
  52. 52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND …or results from Google’s own services Assistant Answer Desktop Result
  53. 53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Featured snippets are then shown for more complex questions, which are also usually used by the assistant Assistant Answer Desktop Result
  54. 54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND “40.7% of all voice search answers came from a Featured Snippet.” HTTPS://BACKLINKO.COM/VOICE-SEARCH-SEO-STUDY
  55. 55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Featured Snippet They’re snippets of your content shown at the top of SERPs, with more visibility than other features
  56. 56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Not surprisingly questions, prepositions, and comparisons dominate featured snippet results HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
  57. 57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Let’s answer the identified queries by optimizing our content to be shown as a featured snippet
  58. 58. #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?
  59. 59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND These are usually FAQ, guides, resources addressing informational queries in the customer journey
  60. 60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/ They’re also well structured, easy to read, already ranking well, featured in a secure, mobile friendly page
  61. 61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/ 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.”
  62. 62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Make relevant use of headings to structure it too
  63. 63. #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
  64. 64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSEMRUSH Check which of the identified questions queries are triggering featured snippets to prioritize them
  65. 65. #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
  66. 66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML Besides the information satisfaction it uses length,
 formulation and potential elocution of your content
  67. 67. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML “usefulness of the response, and for audio responses, the quality of the speech”
  68. 68. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND 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
  69. 69. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Check out SERoundtable example HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
  70. 70. #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
  71. 71. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND After optimizing your content, remember to monitor your targeted queries for featured snippets too SEOMONITOR
  72. 72. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND 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
  73. 73. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND These are the CTR results when you’re shown as a featured snippet
  74. 74. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND Our conversational search reality has just begun… and might not be so bad after all
  75. 75. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND “OK, THANKS” #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND

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