Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Optimizing for Conversational Search #FOS19
1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
OPTIMIZING FOR VOICE
CONVERSATIONAL SEARCH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Voice search seems to be everywhere now
3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
But no, voice is
not expected to
eat visual search
and kill SEO
UGH
4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
People are using voice but mostly
for “some” type of queries
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
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/
6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
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/
7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
A high share of queries
require visuals to satisfy
users, especially in the
decision making process
of the customer journey
8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Yes, some visuals are needed
to satisfy this search
9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Google also don’t think everything will shift to voice as
half of the assistant interactions are of voice + touch
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
10. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Google made it clear
in their 20
anniversary future of
search post
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/
11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
That’s the reason why we
now have smart displays too
12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
So voice is an aspect of a new conversational search
context that SEO needs to take into consideration
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Welcome to the voice conversational search era
14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Where results become answers of
a conversation journey supported
by the Google assistant
15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
How can you identify conversational
queries to target with your site content?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
People are now using the search assistants
as personal advisors
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational First Person Immediate
18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
For real
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Check the assistants’ voice commands
to identify query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
What When Who
Where Why How
Most are informational queries,
starting with the 6Ws
22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://SUPPORT.GOOGLE.COM/GOOGLEHOME/ANSWER/7207759?HL=NL
Also in Dutch too
Hoe Wat
Waarom Hoeveel
23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19GOOGLE SEARCH CONSOLE
Go through your
existing search
queries looking for
these initial
questions patterns
24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Look for first
person questions
or geo-modifiers
25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SISTRIX, SEMRUSH, AHREFS
Expand your top queries with those of your main
competitors including these questions patterns
26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19KEYWORDS EVERYWHERE
Look for Google’s
related keywords
and suggestions
27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SISTRIX, SEMRUSH, KWFINDER
Do a keyword
research focused
on questions
based on all of
these to identify
opportunities
28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
How can you optimize for these
conversational queries with your site content?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It’s about becoming the 1st search result answer
30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
For factual questions, these are usually “answer
boxes” powered by the knowledge graph…
31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
…or results from Google’s own services
32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
“40.7% of all voice search answers
came from a Featured Snippet.”
HTTPS://BACKLINKO.COM/VOICE-SEARCH-SEO-STUDY
34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Questions, prepositions, and comparisons
dominate featured snippet results
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
Questions
52.57%
Prepositions
33.65%
Comparisons
28.64%
35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
These are usually targeted by FAQ, guides, resources
addressing informational queries in the customer journey
36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
They need to be already ranking well
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
The content should be organized in paragraphs,
lists or tables of certain length based on their type
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It should be well structured, easy to read content,
featured in a secure, mobile friendly page
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Take also into consideration the criteria used by the
Google Assistant to evaluate speech results quality
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It’s about information satisfaction but also length,
formulation and potential elocution of your content
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
“usefulness of the
response, and for
audio responses, the
quality of the speech”
42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Use also the speakable structured data property
to specify your “speech friendly” content
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Even if you’re not a US news site elegible
to appear in news results it provides
criteria to follow to be “speech ready”
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
The goal is to be shown like this
46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Use the previous criteria to optimize content to be
concise & well structured, using headings and images
47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Besides headings & images, you can use
lists & tables when relevant too
48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Google selects the best structured & concise content
of the page that specifically answers the query
49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Check which of your identified queries trigger featured
snippets already to prioritize & optimize their content
AHREFS, SEMRUSH
50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
You can monitor if your site and competitors are already
shown in them, their type, for which query and page
SISTRIX, SEMRUSH, AHREFS
51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Check if these are featured in the Google’s
Assistant results through the mobile app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19SEOMONITOR
You can do this also by
using your own rank
tracking software
53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Assess their impact to identify and expand the best
performing queries also from a conversion perspective
SEOMONITOR
54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It should be a win-win scenario for voice
answers and additional SERP visibility!
55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
How can you additionally expand your
site presence with the Google Assistant?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
The assistant doesn’t
only use Websites
content but also
Google Actions for
answers…
57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
Actions are conversational
applications that can be
triggered via the Google
Assistant directly or
through a matching intent
58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Check the existing actions in your
sector with the Assistant Directory
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Fashion ones, for example
60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
You can build one to
expand the distribution
of your site content as
well as complement its
functionality
61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Like I did here, taking into consideration the simpler,
action driven requests made through voice
HTTP://WHYMYWEBTRAFFICDROPPED.COM/
62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It works like this
63. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
Google highly
facilitates Actions
development with
Actions Console
Projects
64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/
Along a complete documentation, demos and
tutorials to facilitate the development process
65. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
It has an assistant
that will allow
you to choose your
action type
66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It will take you through the different Actions
development steps in the console
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
67. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
It will also give the option to build actions by using
Diagoflow or even with Google Docs based templates
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/
68. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Allowing to specify,
design, as well as
test your Action
content, including
how it will be
invoked
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
69. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
Actions can expand
your voice
discoverability,
allowing you to
better understand
your users voice
behavior too
70. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
As you can see,
optimizing for the new
conversational search
journey, addressing
voice queries
is possible, positive…
and not that hard
71. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Crawling Mondays Host
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of 2018
Dank u wel
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19