Brighton SEO Search & Content Summit : Voice Search Optimization

Presentation on how to audit your voice search presence and create a plan for optimization - for Brighton SEO's Search and Content Summit

Transcript

1. #BrightonSEO Voice Search Optimization 5/29/2020
2. Katherine Watier Ong CEO, WO Strategies LLC Built first website in 1994. Once crashed a website for 4 days and still received almost 1.3 million visitors/mo. (up from 300K).
3. Brands Katherine Watier Ong has worked with
4. What voice search is like today
5. This is me. No problem. I’ll figure this out.
6. This is me hours later. This is what I sorted out.
7. #BrightonSEO It’s 2020 Is voice search at 50%?
8. #BrightonSEO of Americans search with voice daily 2019 US data- Adobe 44%
9. #BrightonSEO 87.8% use voice search Almost All Speaker Owners Voice Search
10. #BrightonSEO Social Distancing is Increasing Use
11. #BrightonSEO How do voice search results work?
12. #BrightonSEO More than Actions/Skills Depends on voice + query, but: Brand website
13. #BrightonSEO Which search engine powers the most?
14. #BrightonSEO Speakers + Phones *Note Siri uses Apple maps for map results 55% Bing
15. #BrightonSEO Smart Displays 61% Bing 33% Google
16. #BrightonSEO Cars 30% Bing 30% Google 30% Other voicebot.ai
17. #BrightonSEO Are you optimizing for….
18. #BrightonSEO Can you rank? It depends on the type of questions.
19. Fact based Knowledge Graph
20. Brand Info Wikipedia ++ Photo by Kristian Egelund on Unsplash
21. #BrightonSEO News related Search engine’s news algorithm
22. #BrightonSEO Products Rank page one Google product feed Amazon Choice
23. #BrightonSEO Making the case for VSO
24. Are there unanswered questions YOU can answer?
25. #BrightonSEO Some industries don’t have answers Source https://bit.ly/2ZkpfTV
26. #BrightonSEO Are you getting voice searches?
27. #BrightonSEO Look for keywords that seem spoken (Spot in Bing or Google Webmaster Tools)
28. #BrightonSEO Does your audience over index?
29. #BrightonSEO Ages 65+ use voice search more
30. #BrightonSEO 70% look for local information weekly. Source: https://bit.ly/3cSZ62A
31. #BrightonSEO See if you have a shot - Google
32. #BrightonSEO Requirements for Voice Search Ranking Source
33. #BrightonSEO Are you ranking in the Featured Snippet?
34. #BrightonSEO Featured Snippets are sometimes the voice result ⅓ of the time Featured Snippets = Voice Answer
35. Resources • Featured Snippet Guide • Featured Snippets writing + image checklist
36. #BrightonSEO Can you rank in the Featured Snippet?
37. #BrightonSEO Do you have enough EAT? • Expertise • Authority • Trust *Higher bar for YMYL sites Google’s high quality content questions
38. #BrightonSEO Does your content answer intent? "Intent beats identity. Immediacy trumps loyalty." Google's VP of marketing, Lisa Gevelber
39. #BrightonSEO Does your content match the format?
40. #BrightonSEO Are you loading fast enough to rank?
41. #BrightonSEO Are you loading fast enough? 1.16 sec.(desktop) 1.10 sec. (mobile)
42. Page Speed Resources Improve your Page Load Speed checklist
43. #BrightonSEO Is your brand in the Knowledge Graph?
44. #BrightonSEO “Voice search on desktop and the Google app use the power of the Knowledge Graph...” - Google
45. #BrightonSEO Add Context to Your Content • Add schema.org attributes • And link to data sources about you Google recognizes.
46. Knowledge Graph Resources Do a search of Google’s KG Structured Data Testing Tool
47. #BrightonSEO Are your products in Google?
48. #BrightonSEO In Google’s Product feed?
49. #BrightonSEO Have you optimized your local listings?
50. #BrightonSEO Are you discoverable via local? (US) Consistent Name, Address Phone number everywhere.
51. Resources Voice Readiness Tool Local Google Assistant and Alexa responses
52. #BrightonSEO Can you fill the gap with a Google Action?
53. #BrightonSEO Google fills gap with Action Info Source
54. #BrightonSEO See if you have a shot - Bing
55. #BrightonSEO Bing: Intelligent Answers Source
56. #BrightonSEO Bing: Multi-perspective answers Source
57. #BrightonSEO Bing: Yes/No Answers Source
58. #BrightonSEO Bing Competitive Advantages Support its content annotation. ❏ Write for Fraggles (HTML) ❏ Schema.org
59. Resources Bing Voice Search Optimization Guide: Bing Featured Snippets
60. #BrightonSEO See if you have a shot - Amazon
61. Amazon Voice Search Optimization *Alexa Skill
62. Resources Alexa’s Product Recommendations: Checklist
63. #BrightonSEO You have a shot! Creating a voice search plan
64. Run Keyword Research
65. Ask the devices those terms, note answers
66. Create an optimization plan for queries with potential.
67. Improve your Knowledge Graph sources.
68. Add schema.org markup
69. #BrightonSEO “Building” Google Actions = Schema Markup
70. #BrightonSEO Speakable Schema = Google Action Identifies sections within an article or webpage that are best suited for audio playback.
71. Speakable Markup Resources • Instructions here. • Generator here. • Content guidelines
72. #BrightonSEO How to Schema.org = Google Action Most of the time these queries result in YouTube results…
73. “How To” Markup Resources • How To markup instructions • Generator here
74. #BrightonSEO FAQ - Schema.org = Google Action
75. FAQ Markup Resources • FAQ page instructions. • Generator here.
76. #BrightonSEO Guided Recipes = Google Action
77. Recipes + Podcast Resources • Recipe instructions. • Podcast Instructions
78. #BrightonSEO Build a Google Action - Templates
79. Build a Google Action Resources • How to is here. • Templates to build an action.
80. #BrightonSEO Building a Custom Google Action Conversational Design Required
81. Custom Google Action Resources • How to is here.
82. #BrightonSEO Measuring Voice Search
83. #BrightonSEO Establishing measurable goals
84. #BrightonSEO A Research and Test Approach • Research & Development mentality • A brand impressions play
85. #BrightonSEO Things you can measure
86. #BrightonSEO Featured Snippet Ranking
87. #BrightonSEO Google Action Discovery
88. #BrightonSEO Alexa Skills invocation
89. #BrightonSEO Search focus groups Run a search test with UserTesting but with voice inputs
90. #BrightonSEO Things you can NOT measure
91. #BrightonSEO Voice Ranking Photo by Joshua Golde on Unsplash
92. #BrightonSEO Visits to your site from a voice result Photo by Webaroo on Unsplash
93. #BrightonSEO Measurement Caveats
94. #BrightonSEO 50% of the time mobile SERPs don’t match desktop
95. #BrightonSEO Measuring Mobile Rankings Accurately
96. #BrightonSEO Google Search Console does not track:
97. GSC Measurement Confusion: Post: What GSC data means and what is not tracked.
98. Recap
99. Results pivot by device and query Source
100. Hand testing is required
101. KATHERINE WATIER ONG 202-930-1744 katherine@wostrategies.com www.linkedin.com/in/katherinewatier www.WOStrategies.com