How can you optimize your content for voice search? In this presentation Aleyda shares actionable advice to optimize your content for conversational search.
Understand the Key differences between SMO and SMM
Optimizing for Conversational Search #SMSSYD19
1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“Ok Google, How to Optimize
for Conversational Search?”
2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“Ok Google, How to Optimize
for Conversational Search?”
3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Voice search seems to be everywhere now
4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
But no, voice is
not expected to
eat visual search
and kill SEO
UGH
5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
People are using voice but mostly for some
type of simple action driven queries
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
A high share of queries
require a visual output
to satisfy users,
especially in the decision
making process
8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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/
9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
That’s the reason why we
now have smart displays too
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/ASSISTANT/FIRST-SMART-DISPLAYS-GOOGLE-ASSISTANT-ARE-NOW-AVAILABLE-STORES/
10. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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/
11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Welcome to the voice conversational search era
driven by the Google Assistant
12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Where results become answers
of a conversation journey
13. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you identify conversational
queries to target with your site content?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/
15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
People are now using the search assistants
as personal advisors
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational First Person Immediate
16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
For real
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check the assistants’ voice commands
to identify query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/
19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
What When Who
Where Why How
Most are informational queries,
starting with the 6Ws
20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Go through your
existing search
queries looking for
these initial
questions patterns
GOOGLE SEARCH CONSOLE
21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Look for first
person questions
or geo-modifiers
22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19SISTRIX, SEMRUSH, AHREFS
Expand your top queries with those of your main
competitors including these questions patterns
23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Look for Google’s
related keywords
and suggestions
KEYWORDS EVERYWHERE
24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Do a keyword
research focused
on questions
based on all of
these to identify
opportunities
SISTRIX, SEMRUSH, KWFINDER
25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
"How can you optimize your content
for these conversational queries?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #RIMC19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It’s about becoming the 1st search result answer
27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
For factual questions, these are usually “answer
boxes” powered by the knowledge graph…
28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
…or results from Google’s own services
29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant
30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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.”
31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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%
32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
These are usually targeted by FAQ, guides, resources
addressing informational queries in the customer journey
33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Although we can also find a few commercially driven
queries triggering features snippets too
34. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
They need to be already ranking well already
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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/
36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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/
37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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
38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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
39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“usefulness of the
response, and for
audio responses, the
quality of the speech”
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML
40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Use also the speakable structured data property
to specify your “speech friendly” content
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE
41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML
42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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
43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Use the previous criteria to optimize content to be
concise & well structured, using headings and images
44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Besides headings & images, you can use
lists & tables when relevant too
45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Google selects the best structured & concise content
of the page that specifically answers the query
46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check which of your identified queries trigger featured
snippets and format their targeted content accordingly
AHREFS, SEMRUSH
47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you monitor your Website
results for conversational queries?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
You can monitor if your site and competitors are
already shown in them for which query and page
SISTRIX, SEMRUSH, AHREFS
49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19SEOMONITOR
You can do this also by
using your own rank
tracking software
50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Verify if these are featured in the Google’s
Assistant results through the mobile app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657
51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Assess their impact to identify and expand the best
performing queries also from a conversion perspective
SEOMONITOR
52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It should be a win-win scenario for voice
answers and additional SERP visibility!
53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
“How can you expand your site presence
with the Google Assistant with Actions?”
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
The assistant doesn’t
only use Websites
content but also
Google Actions for
answers…
55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Actions are conversational
applications that can be
triggered via the Google
Assistant directly or
through a matching intent
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Check the existing actions in your
sector with the Assistant Directory
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE
57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Fashion ones, for example
58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
You can build one to
expand the distribution
of your site content as
well as complement its
functionality
59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Like I did here, taking into consideration the simpler,
action driven requests made through voice
HTTP://WHYMYWEBTRAFFICDROPPED.COM/
60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It works like this
61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Google highly
facilitates Actions
development with
Actions Console
Projects
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
62. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Along a complete documentation, demos and
tutorials to facilitate the development process
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/SAMPLES/
63. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It has an assistant
that will allow
you to choose your
action type
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
64. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
It will take you through the different Actions
development steps in the console
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
65. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
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/
66. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Allowing to specify,
design, as well as
test your Action
content, including
how it will be
invoked
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/
67. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Actions can expand
your voice
discoverability,
allowing you to
better understand
your users voice
behavior too
68. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #FOS19#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19
Optimizing for the new
conversational search
journey, addressing
voice queries
is possible, positive…
and not that bad
69. * 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
Thank you
#CONVERSATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #SMSSYD19