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#BrightonSEO Voice Search Optimization 5/29/2020

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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).

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Brands Katherine Watier Ong has worked with

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What voice search is like today

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This is me. No problem. I’ll figure this out.

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This is me hours later. This is what I sorted out.

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#BrightonSEO It’s 2020 Is voice search at 50%?

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

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#BrightonSEO 87.8% use voice search Almost All Speaker Owners Voice Search

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#BrightonSEO Social Distancing is Increasing Use

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#BrightonSEO How do voice search results work?

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#BrightonSEO More than Actions/Skills Depends on voice + query, but: Brand website

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#BrightonSEO Which search engine powers the most?

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#BrightonSEO Speakers + Phones *Note Siri uses Apple maps for map results 55% Bing

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#BrightonSEO Smart Displays 61% Bing 33% Google

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

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#BrightonSEO Are you optimizing for….

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#BrightonSEO Can you rank? It depends on the type of questions.

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Fact based Knowledge Graph

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Brand Info Wikipedia ++ Photo by Kristian Egelund on Unsplash

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#BrightonSEO News related Search engine’s news algorithm

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#BrightonSEO Products Rank page one Google product feed Amazon Choice

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#BrightonSEO Making the case for VSO

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Are there unanswered questions YOU can answer?

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#BrightonSEO Some industries don’t have answers Source https://bit.ly/2ZkpfTV

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#BrightonSEO Are you getting voice searches?

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

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#BrightonSEO Does your audience over index?

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#BrightonSEO Ages 65+ use voice search more

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

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#BrightonSEO See if you have a shot - Google

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#BrightonSEO Requirements for Voice Search Ranking Source

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#BrightonSEO Are you ranking in the Featured Snippet?

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#BrightonSEO Featured Snippets are sometimes the voice result ⅓ of the time Featured Snippets = Voice Answer

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Resources ● Featured Snippet Guide ● Featured Snippets writing + image checklist

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#BrightonSEO Can you rank in the Featured Snippet?

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

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

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#BrightonSEO Does your content match the format?

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#BrightonSEO Are you loading fast enough to rank?

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#BrightonSEO 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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#BrightonSEO Is your brand in the Knowledge Graph?

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

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#BrightonSEO Add Context to Your Content ● Add schema.org attributes ● And link to data sources about you Google recognizes.

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Knowledge Graph Resources Do a search of Google’s KG Structured Data Testing Tool

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#BrightonSEO Are your products in Google?

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#BrightonSEO In Google’s Product feed?

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#BrightonSEO Have you optimized your local listings?

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

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Resources Voice Readiness Tool Local Google Assistant and Alexa responses

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#BrightonSEO Can you fill the gap with a Google Action?

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#BrightonSEO Google fills gap with Action Info Source

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#BrightonSEO See if you have a shot - Bing

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#BrightonSEO Bing: Intelligent Answers Source

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#BrightonSEO Bing: Multi-perspective answers Source

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#BrightonSEO Bing: Yes/No Answers Source

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

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Resources Bing Voice Search Optimization Guide: Bing Featured Snippets

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#BrightonSEO See if you have a shot - Amazon

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Amazon Voice Search Optimization *Alexa Skill

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Resources Alexa’s Product Recommendations: Checklist

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#BrightonSEO You have a shot! Creating a voice search plan

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Run 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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#BrightonSEO “Building” Google Actions = Schema Markup

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

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

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#BrightonSEO FAQ - Schema.org = Google Action

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

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#BrightonSEO Guided Recipes = Google Action

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Recipes + Podcast Resources ● Recipe instructions. ● Podcast Instructions

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#BrightonSEO 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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#BrightonSEO Building a Custom Google Action Conversational Design Required

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Custom Google Action Resources ● How to is here.

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#BrightonSEO Measuring Voice Search

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#BrightonSEO Establishing measurable goals

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#BrightonSEO A Research and Test Approach ● Research & Development mentality ● A brand impressions play

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#BrightonSEO Things you can measure

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#BrightonSEO Featured Snippet Ranking

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#BrightonSEO Google Action Discovery

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#BrightonSEO Alexa Skills invocation

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#BrightonSEO Search focus groups Run a search test with UserTesting but with voice inputs

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#BrightonSEO Things you can NOT measure

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#BrightonSEO Voice Ranking Photo by Joshua Golde on Unsplash

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#BrightonSEO Visits to your site from a voice result Photo by Webaroo on Unsplash

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#BrightonSEO Measurement Caveats

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#BrightonSEO 50% of the time mobile SERPs don’t match desktop

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#BrightonSEO Measuring Mobile Rankings Accurately

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#BrightonSEO Google Search Console does not track:

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GSC Measurement Confusion: Post: What GSC data means and what is not tracked.

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Recap

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Results pivot by device and query Source

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Hand testing is required

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KATHERINE WATIER ONG 202-930-1744 katherine@wostrategies.com www.linkedin.com/in/katherinewatier www.WOStrategies.com