Voice Global: How to audit your voice footprint and use SEO to improve your voice search presence

Presentation for Voice Global 2020: How to audit your voice footprint and use SEO to improve your voice search presence

Transcript

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