voice device uses to supply its answers and which you can influence. - How to know if a voice search optimization (VSO) project makes sense for your overall SEO goals. - How to conduct a voice search audit to find opportunities. - How to easily create and test a Google Action. - How to tie your voice search goals to measurable outcomes and what you *can* measure with voice search.
- 15 years of online marketing experience. • Previously built and ran the online strategy and analytics team servicing Ketchum’s clients globally. • Built first website in 1994. • Crash three websites due to too much traffic. • Wrote master’s thesis on consumer adoption of wearable computers. • Host of Digital Marketing Victories podcast
2019 data Most people Adobe surveyed said they use their smart devices either daily or many times a day (75%). 77% reported increased use of their smart speakers.
Google only Amazon The search engines’ Knowledge Graph and entity understanding. Featured snippet copy pulled from a URL/video (Google/Bing). Schema.org powered Google Actions (from your website) or built Actions. Alexa - Skills, Amazon’s product database, Alexa Answers - the crowd sourced datasource, the search engine’s Knowledge Graph, Yext, Bing. *Depends on the device and the query*
from Requirement Fact-based questions Knowledge Graph (KG) Rank page one Brand info Wikipedia* Accurate info in Wikipedia News Search engine’s news algorithm Be a Google news source Product Research Search Engine Algo, Featured Snippets or KG, schema.org markup. For products sometimes by other Amazon users Rank page one, be in Google product feed, or rank well on Amazon
in Bing or Google Webmaster Tools. You can guess based on which queries look like voice search queries - more natural language type queries in Bing Webmaster Tools and Google Search Console. Real live client example (from Bing): *Note - consider hand-checking that the query is not an autocomplete. **Note - Amazon does not provide keyword data unless you’ve already built an action.
Test/Ask: • Current voice use and device preference • Types of queries conducted and satisfaction • Real live tests based on your target topics A test like this, but with voice inputs:
with a succinct answer 2. Fast page speed 3. Strong Knowledge Graph presence 4. Google product feed 5. Google My Business 6. Schema.org markup that creates a Google action or custom Google Action that fulfills intent. 27 Source
FS are used as the voice answer • Featured Snippets are pulled from Google page one. • Are you ranking on page one? ◦ Featured Snippet and PAA rankings (Bing and Google) are only trackable with SEO Tool: (GetStat, SEMRush, and Ahrefs).
have enough EAT (Expertise, Authority and Trust) to rank page one for YMYL queries? ❏ (check the search results page per query) ❏ Does your content answer the searcher’s intent? ❏ Does your content match the format Google is displaying? ❏ Are your pages loading fast enough? 29
seconds (desktop); 1.10 (mobile) How to fix? • GtMetrix • Google Lighthouse • Page Speed Insights • WebPageTest — where you can stack your page speed up against your competitors, or change phone models and locations. • Google Analytics Page Timings report. 30
is its entity database that is used in its algorithm. Getting your brand in the Knowledge Graph involves: 1. That your brand and products are appropriately mentioned in databases that Google/Bing uses for the Knowledge Graph (Wikipedia, Wikidata, Google Scholar, GMB, Mayo Clinic) 2. Your site has schema.org markup. 3. Your site links out to your Google database references. 31
account. • Get savvy about Wikipedia first. Read this primer. • Have a conversation on the “talk” pages. • Best to use a Wikipedia coach who can help you set up a good argument with supportive documentation to get the editor to take your “suggestion” seriously. New pages need even more of an effort. • I recommend this service. 32
listing accuracy: Moz.com/local ◦ Google My Business (Maps) ◦ Bing Maps ◦ Apple Maps ◦ Yelp ◦ Local directories and data aggregators ◦ Brand website ◦ Page load speed • Product feed: inside Google Merchant Center 33
is chosen algorithmically by Amazon. Factors for being selected: 1. Be available via Prime through the Fulfillment by Amazon or through the Seller Fulfilled Prime program 2. Looks at price, rating, reviews, and shipping speed. 3. Amazon SEO basics: a. Having high image quality b. Using Amazon guidelines for product title c. Optimize keywords and description d. Supplying structured data to allow for customer filtering e. Focusing on conversions
SERPs for brand dominance, overall ranking opportunities. 3. Check voice device responses, note answers. 4. Create an optimization plan for the queries that seem to have potential. Write for Featured Snippets. 5. Note Wikipedia improvements. *For local queries, you can use Voice Readiness Tool/ 39
all existing actions here. Templates you can use to build an action are here. • Trivia • Personality quiz • Flash cards • How to videos Needs to meet Google’s content guidelines. Can track interaction with the Google Actions Console.
layer and the searcher’s journey. 2. Helps to generate knowledge cards and rich snippets (higher CTR) 3. Helps disambiguate 4. Used by all search engines and other database systems 5. Used by Pinterest to populate article, product, and recipe rich pins. 6. Used by Google Assistant, creates media actions in Google search. 49
or webpage that are best suited for audio playback using text-to-speech (TTS) Instructions here • Rewrite the top of the story to break up information into individual sentences so that it reads more clearly for TTS. • Don’t add speakable structured data to content that may sound confusing in voice-only and voice-forward situations. • Two to three sentences. Per section of speakable structured data *Note* follow the guidelines, test your markup, and submit for inclusion, and no longer just for news sites
triggered by invocation term or CanFillIntentRequest. • Can be found via browsing Amazon.com Alexa Skills section. • Requires a full marketing plan, review generation.
on actual audio rankings ◦ What is read out at for the query to the user. • You have to hand-test yourself on the various devices ◦ Note: Results will become personalized to you and your history, which would skew your results. 58
Before launch of Google action/FS optimization and after • Real live situational tests based on the searcher’s problem. A test like this, but with voice inputs: 59
high quality to be read Google Assistant users. • Get all of the voice strategy resources here. ◦ Voice Marketing Strategy checklist ◦ Google Featured Snippets writing guide + checklist ◦ Bing Featured Snippets writing guide + checklist ◦ Page Load Improvement checklist
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![KATHERINE WATIER ONG 202-930-1744 [email protected] www.linkedin.com/in/katherinewatier www.WOStrategies.com](https://files.speakerdeck.com/presentations/ed35ac9ececd4d2db2caa0451046e7dd/slide_66.jpg){kind=link}