How to better understand voice search behavior and optimize to make the most out of the voice search opportunity? In this presentation you'll obtain insights, actions and tools.

1. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
OPTIMIZING FOR
VOICE SEARCH
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18

2. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
No voice is not expected to eat visual search
and kill SEO
Before you ask…

3. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/
People are using voice but mostly
for “some” type of queries

4. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
Mainly for simple, action-driven requests,
easier to ask through voice while on the go

5. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/VOICE-ASSISTANCE-PARENT-USERS/
Most of assistants requests at the moment are for
to-dos, managing the calendar, doing simple tasks

6. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
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/

7. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Many queries require visuals to satisfy
users, “see” Google assistant answers

8. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Google also don’t think everything will shift to voice
HTTPS://WWW.BLOG.GOOGLE/PERSPECTIVES/SCOTT-HUFFMAN/FIVE-INSIGHTS-VOICE-TECHNOLOGY/

9. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
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 #SMXL18
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/

11. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
They made it clear in
their 20 anniversary
future of search post
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/

12. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
It’s an aspect of a 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 #SMXL18
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

14. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Shifting from
disconnected
answers to journeys
HTTPS://WWW.BLOG.GOOGLE/PRODUCTS/SEARCH/IMPROVING-SEARCH-NEXT-20-YEARS/

15. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Welcome to the voice conversational search journey era

16. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Where results become answers
of a conversation journey
incentivized by the assistant

17. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF
How can you identify voice
and conversational queries to
target with your site content?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18

18. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
They are full questions, asked in natural language
HTTPS://WWW.THINKWITHGOOGLE.COM/

19. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
People are now using voice search as a personal advisor
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/
Conversational ImmediateFirst Person

20. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Sad but shockingly true
HTTPS://WWW.THINKWITHGOOGLE.COM/CONSUMER-INSIGHTS/PERSONAL-NEEDS-SEARCH-TRENDS/

21. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Check the assistants’ voice commands to identify
query patterns to look for
HTTPS://WWW.CNET.COM/HOW-TO/GOOGLE-HOME-COMPLETE-LIST-OF-COMMANDS/

22. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
What When Who
Where Why How
Most are informational queries,
starting with the 6Ws

23. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://SUPPORT.GOOGLE.COM/GOOGLEHOME/ANSWER/7207759?HL=IT
You can also do this in Italian too
Come Quanti
Chi Che
Dov’e Cosa

24. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Go through your existing search queries looking for
these initial questions words patterns
GOOGLE SEARCH CONSOLE

25. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Look for first person questions or geo-modifiers

26. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Expand your top queries with tracked terms
for your own domain and competitors
SISTRIX, SEMRUSH, AHREFS

27. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Do a questions
targeted keyword
research based on
these
SISTRIX, SEMRUSH, KWFINDER

28. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://GO.SEOCLARITY.NET/HUBFS/DOCS/RESEARCH/SEOCLARITY_WHITEPAPER_NEXT-GENERATION-SEARCH-VOICE.PDF
How can you target and
optimise for these
conversational queries?
#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18

29. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Assistant Answer Desktop Result
It’s all about becoming the 1st search result answer

30. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result
For factual questions, these are usually “answer boxes”
powered by the knowledge graph…

31. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result
…or results from Google’s own services

32. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18Assistant Answer Desktop Result
Featured snippets are then shown for more complex
questions, which are also usually used by the assistant

33. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
“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 #SMXL18
Not surprisingly questions, prepositions, and
comparisons dominate featured snippet results
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/

35. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/
Let’s answer the identified queries by optimizing our
content to be shown as a featured snippet

36. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
These are usually FAQ, guides, resources addressing
informational queries in the customer journey

37. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
They’re also well structured, easy to read, already
ranking well, featured in a secure, mobile friendly page
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/

38. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
“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.”
This content should be structured in paragraphs, lists,
tables of certain length based on its type
HTTPS://WWW.SEMRUSH.COM/BLOG/HOW-TO-EARN-GOOGLE-FEATURED-SNIPPETS-MOBILE-STUDY/

39. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Making relevant use of headings along lists
to structure content

40. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Check if your site and competitors are already shown
in featured snippets, their type, query and page
SISTRIX, SEMRUSH

41. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Verify which of the identified questions queries are
triggering featured snippets to prioritize them
SEMRUSH

42. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Optimize your content following the criteria used by the
Google Assistant to evaluate speech results quality
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML

43. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Besides the information satisfaction it uses length,
formulation and potential elocution of your content
HTTPS://AI.GOOGLEBLOG.COM/2017/12/EVALUATION-OF-SPEECH-FOR-GOOGLE.HTML

44. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
“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

45. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
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

46. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Check out SERoundtable example
HTTPS://WWW.SEROUNDTABLE.COM/LISTEN-TO-GOOGLE-SPEAKABLE-MARKUP-IN-ACTION-26169.HTML

47. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Follow the speakable guidelines to
further optimize your content too
even if you’re not a publisher
HTTPS://DEVELOPERS.GOOGLE.COM/SEARCH/DOCS/DATA-TYPES/SPEAKABLE

48. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR
Remember to monitor
your targeted queries
for featured snippets

49. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18SEOMONITOR
Identifying how well
you’re targeting them
vs. your competitors

50. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Assessing their impact to identify the best performing
queries also from a conversion perspective
SEOMONITOR

51. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Verify if these are shown in the Google’s Assistant
results through the app too
HTTPS://SUPPORT.GOOGLE.COM/ASSISTANT/ANSWER/7172657

52. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Check if there are also any actions triggered by your
main relevant queries by the Google assistant
HTTPS://ASSISTANT.GOOGLE.COM/EXPLORE

53. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
You can build one to expand the distribution of your site
content as well as complement its functionality
HTTP://WHYMYWEBTRAFFICDROPPED.COM/

54. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT
Like this

55. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
You can build one using the Actions on Google platform
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/

56. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
The actions on Google platform has an assistant that will
take you through the different development steps
HTTPS://CONSOLE.ACTIONS.GOOGLE.COM/

57. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Along a complete documentation, demos and tutorials
to facilitate the learning and development process
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT

58. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
It will also give you the option to build actions by using
Diagoflow or by even using templates in Google Docs
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/TEMPLATES/

59. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
Actions will expand your content voice discoverability, as
well as allow you to better understand voice behavior
HTTPS://DEVELOPERS.GOOGLE.COM/ACTIONS/EXTENDING-THE-ASSISTANT

60. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
The conversational search journey has just begun and
might not be so bad after all

61. #VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18#VOICESEARCH BY @ALEYDA FROM #ORAINTI AT #SMXL18
* 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
Thanks