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

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Katherine Watier Ong WO Strategies How To Use SEO To Improve Your Voice Search Presence

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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).

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Brands Katherine Watier Ong has worked with

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Voice Search Today

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This is me. No problem. Iʼll figure this out.

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Me hours later. This is what I sorted out.

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It’s now 2020 Is voice search at 50%?

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of Americans search with voice daily 2019 US data- Adobe 44%

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87.8% use voice search Most Speaker Owners Voice Search

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Social Distancing is Increasing Use

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How do voice search results work?

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More than Actions/Skills Brand website

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Which search engine powers the most results?

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Speakers + Phones *Note Siri uses Apple maps 55% Bing

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Smart Displays 61% Bing 33% Google

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Cars 30% Bing 30% Google 30% Other voicebot.ai

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Are You Optimizing for...

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Can you rank? It depends on the question.

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Brand Info Wikipedia ++ Photo by Kristian Egelund on Unsplash

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Fact based Knowledge Graph

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News Related Search Engineʼs News Algorithm

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Products Rank page one Google product feed Amazon Choice

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Making the case for Voice Search

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Are there unanswered questions YOU can answer?

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Some industries donʼt have answers Source https://bit.ly/2ZkpfTV

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Are you getting voice searches?

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Look for keywords that seem spoken (Spot in Bing or Google Webmaster Tools)

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Does Your Audience Over Index?

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Ages 65+ use voice search more

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70% look for local information weekly Source: https://bit.ly/3cSZ62A

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See if you have a shot

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Are you ranking in the Featured Snippet?

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Sometimes the voice result ⅓ of the time Featured Snippets = Voice Answer

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Resources ● Featured Snippet (FS) Guide ● FS writing + image checklist

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Can you rank in the Featured Snippet?

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Do you have enough EAT? ● Expertise ● Authority ● Trust *Higher bar for YMYL sites Google’s high quality content questions

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Does your content answer intent? "Intent beats identity. Immediacy trumps loyalty." Google's VP of marketing, Lisa Gevelber

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Does your content match the format?

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Are you loading fast enough to rank?

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Are you loading fast enough? 1.16 sec.(desktop) 1.10 sec. (mobile)

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Page Speed Resources • Improve your Page Load Speed checklist

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Is your brand in the Knowledge Graph?

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“Voice search on desktop and the Google app use the power of the Knowledge Graph...” - Google

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Add context to your content ● Add schema.org attributes ● And link to data sources about you Google recognizes.

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KG Resources • Do a search of Googleʼs Knowledge Graph • Structured Data Testing Tool

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Are your products in Google?

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In Googleʼs Product feed?

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Have you optimized your local listings?

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Are you discoverable via local? (US) Consistent Name, Address Phone number everywhere.

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Resources • Voice Readiness Tool • Local Google and Alexa responses

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Can you fill the gap with a Google Action?

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Google fills gap with Action Info Source

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See if you have a shot

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Bing: Intelligent Answers Source

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Bing: Multi-perspective answers Source

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Bing: Yes/No Answers Source

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Bing Competitive Advantages Support its content annotation. ❏ Write for Fraggles (HTML markup) ❏ Schema.org

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Resources • Bing Voice Search Optimization • Guide: Bing Featured Snippets

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See if you have a shot

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Amazon Voice Search Optimization *Alexa Skill

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Resources • Alexaʼs Product Recommendations: Checklist

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You have a shot! Creating a plan

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Conduct Keyword Research

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Ask the devices those terms, note answers

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Create an optimization plan for queries with potential.

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Improve your Knowledge Graph sources.

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Add schema.org markup

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“Building” Google Actions = Schema Markup

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Speakable Schema = Google Action Identifies sections within an article or webpage that are best suited for audio playback.

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Speakable Markup Resources ● Instructions here. ● Generator here. ● Content guidelines

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How to Schema.org = Google Action Most of the time these queries result in YouTube results…

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Google Action Example 72 How to Action Schema markup on: https://www.realmenrealstyle.com/how-to-tie-a-tie/

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“How To” Markup Resources ● How To markup instructions ● Generator here

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FAQ- Schema.org = Google Action

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FAQ Markup Resources ● FAQ page instructions. ● Generator here.

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Guided Recipes = Google Action

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Recipes Resources ● Recipe instructions.

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Podcasts = Google Action

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No content

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Podcast Resources ● Podcast Instructions

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Build a Google Action - Templates

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Build a Google Action Resources ● How to is here. ● Templates to build an action.

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Building a Custom Google Action Conversational Design Required

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Custom Google Action Resources ● How to is here.

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Measuring Voice Search

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Measurable Goals: ● Research & Development mentality ● A brand impressions play

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Things you can measure

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Featured Snippet Ranking

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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)