Thomas Kloos: Optimising for voice search: get those coveted featured snippets!
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Be ready for the future, and do better now. How to prepare for voice search and get more visibility on SERPs at the same time. In voice search, the winner takes it all. In a screenless browsing scenario, we don’t get 10 results with declining CTR and number of clicks towards the bottom. The user asks one question and gets one answer. We need to be the ones giving this answer! Presentation from SEO zraz 2019: https://seo.zraz.sk
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Thomas Kloos: Optimising for voice search: get those coveted featured snippets!
- 1. Voice Search & Featured Snippets Thomas Kloos, .kloos KG
- 2. .kloos
- 3. .kloos
- 4. .kloos
- 5. .kloos
- 6. .kloos • How we search
- 7. .kloos • How we search • What we get back
- 8. .kloos • How we search • What we get back • How to be prepared – as SEOs
- 9. .kloos • How we search • What we get back • How to be prepared – as SEOs
- 11. .kloos
- 12. .kloos
- 13. .kloos
- 14. .kloos
- 15. .kloos
- 16. .kloos
- 17. .kloos
- 18. .kloos Keywords?
- 19. .kloos
- 20. .kloos
- 21. .kloos Baidu prognosis of 50% by 2020
- 22. .kloos As speech-recognition accuracy goes from 95% to 99%, we’ll go from barely using it to using it all the time.”
- 23. .kloos • Voice search is going to be big • Keywords are becoming less important • Topics are where the money is at
- 24. What we get back .kloos
- 25. .kloos 2009: • 10 results • Little or no personalization • Low freshness
- 26. .kloos 2012: • 10 or fewer results • Strong personalization • Searchers intent • Google Maps • Google News • Videos
- 27. .kloos
- 28. .kloos
- 29. .kloos
- 30. .kloos Zero is the new #1
- 31. .kloos
- 32. .kloos
- 33. .kloos 2020: 30% of online activity is screenless
- 34. .kloos
- 35. .kloos
- 36. .kloos
- 37. .kloos Voice Search: The Winner Takes It All
- 38. How to be prepared .kloos
- 41. .kloos
- 42. .kloos Write content that answers your customers‘ questions!
- 43. .kloos
- 44. .kloos
- 46. .kloos 40% of voice searches have local intent
- 47. .kloos
- 49. .kloos 29 words
- 50. .kloos Long-form-content Rather than Keywords in Title Tag
- 51. .kloos „This chart shows very clearly the direction this development is taking in the next number of years.“ No candidate for #0
- 52. .kloos
- 53. .kloos • Page Speed, HTTPs
- 54. .kloos • Page Speed, HTTPs • Q&A Format
- 55. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words)
- 56. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props
- 57. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking
- 58. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority
- 59. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority • Featured snippet
- 60. .kloos • Page Speed, HTTPs • Q&A Format • Long form content / concise answers (29 words) • Simple, clear, direct language. No visual props • Page 1 ranking • High domain authority • Featured snippet
- 62. Thomas Kloos
Editor's Notes
- Users are adjusting New paradigm They say: please & thank you but are SEOs?
- User, or focus on user, plays important role
- Google: best result for our query Must understand what we mearn. Not easy...
- Search has become conversational.
- Focus on KWs: expiry date Also: relying on people to search on computers / phones.
- Voice assistants
- So, it really comes down to ease of use: it’s faster and more convenient. Period.
- Voice search – becoming more popular. This is from 2014 and taken out of context.
- Broad query: Shop on Google, Ads Websites, Top Stories Knowledge Graph
- Specific query: 1 question – 1 answer
- One step further: Zero Search Results
- Experiment 13. – 20. March 2018
- Think about what this means to publishers. Currency- and time-zone Google Flights – expedia & kayak
- What we see depends on device, user behavior, online profile, location … Target audience: not on computer or phone.
- … und spricht mit dem Boardcomputer
- No 10 results sorted by relevancy, popularity & UX. can’t shoot for position There is no position 5!
- 80% of all voice answers come from featured snippets. Owning them means dominating voice. Like many things in SEO, we start with keyword research.
- Seach is conversational. Queries are longer. What questions do they have?
- Getting your keyword strategy right understanding the user intent knowing what kind of questions they ask is the first step to getting that coveted position 0 result.
- Also good for SEO Improves UX on LP
- Position on page 1
- Schema.org Not for rankings. But for FSs
- Local SEO: science of it’s own. Get listings right Consistent Address across all plattforms
- Where, when open, what “near me” – people don’t use it anymore
- Strong correlation SEO: threshold Voice: the faster the better
- Avarage: 29 words Short & clear Simple language. Avoid complex senteces.
- No individual page for each question Write comprehensive piece of content. Also good for SEO
- No visual props Great to have charts, graphics, images, video But not for voice.
- Google gives 1 answer. That answer has to be really good. Domain Aut. over Page Aut.
- Google: voice is for us, not them Apple: products we love. Enrich our lives. SEO: type of content and UX Entertain, inform, solve problems