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OK, How can I Rank for Voice Search #LearnInbound
1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
“OK, ALEYDA HOW CAN I
OPTIMIZE FOR VOICE SEARCH?”
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://SEARCHENGINELAND.COM/GOOGLE-REVEALS-20-PERCENT-QUERIES-VOICE-QUERIES-249917
Smart speakers sales are booming
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
From assistants in
mobile phones…
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
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. #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. #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. #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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://WWW.THEINFORMATION.COM/ARTICLES/THE-REALITY-BEHIND-VOICE-SHOPPING-HYPE
Especially transactional ones requiring visual support
16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDHTTPS://ASSISTANT.GOOGLE.COM/INTL/EN_US/PLATFORMS/SPEAKERS/
This is how Google Home is promoted
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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
So voice is not expected to eat display
search and kill SEO
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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Welcome to the voice conversational search era
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
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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Personal, first person questions
HTTPS://WWW.THINKWITHGOOGLE.COM/
32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Clear intent, highly localized and immediate queries
HTTPS://WWW.THINKWITHGOOGLE.COM/
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
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Google’s assistant doesn’t
really behave like my friend
38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
How can you identify voice and
conversational queries to
target with your site content?
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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Most are informational queries,
starting with the 6Ws
What When Who
Where Why How
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Which are the relevant ones with higher
impressions, already ranking better?
45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
As well as geo-modifiers, if relevant
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSISTRIX, SEMRUSH, AHREFS
Check which are those already bringing
more traffic to your competitors too
48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Identify more questions using keywords tools,
prioritizing them based on relevance & volume
SEMRUSH, AHREFS, KWFINDER
49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
How can you target and
optimise for these
conversational queries?
50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
It’s all about becoming the 1st search result answer
Assistant Answer Desktop Result
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
…or results from Google’s own services
Assistant Answer Desktop Result
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. #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. #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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
These are usually FAQ, guides, resources addressing
informational queries in the customer journey
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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Make relevant use of
headings to
structure it too
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUNDSEMRUSH
Check which of the identified questions queries are
triggering featured snippets to prioritize them
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. #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. #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. #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. #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. #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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
After optimizing your content, remember to monitor
your targeted queries for featured snippets too
SEOMONITOR
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. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
These are the CTR results when you’re shown
as a featured snippet
74. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
Our conversational search reality has just
begun… and might not be so bad after all
75. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND
“OK, THANKS”
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #LEARNINBOUND