How to Optimize your Website content for Voice Search

By | November 25, 2019


(fast rock music) ♪ Crawling Mondays ♪ – Today’s edition of Crawling Mondays is going to be about a very
hot topic, voice search. This a topic that I have spoken about at a few conferences already and then I realized that I didn’t had a Crawling Mondays episode about it. Which, I’m going to fix right now because it’s a very important
topic to clarify a few things and also, to give you a few resources to start optimizing as
much as possible for it. So yes, voice search or
conversational search better is a little bit everywhere because it can not only be found
through the devices that got very popular
since a couple of years ago but realistically, it’s now everywhere. The web search, the app. There has been a little
bit of a buzz about it because there was some predictions saying that half of the searches were going to be by voice by 2020. This was taken out of context. It was based on some data,
some predictions made in 2014 and it was not only going to
be about voice or speech search but also about images search. Also, there’s a few people who are scared about the effects on the issue. And there are a few things
to clarify about that. I actually did this little poll a few weeks ago before my presentation about this topic at SMX
London a couple of weeks ago. And I asked my follower, a
very techy, oriented people do you search in Google
via voice at the moment? The answers that I got
is like 58% of the people for 11 hundred, a little bit more then 11 hundred people who answered. They never search through voice. 33%, only once in a while. And 9%, yes, all the time. And then I got a few clarifications
about it saying, like, Izzi Smith “My Google Home Device “is only used for setting
cooking timers and song request.” And Dan Shure say “I’ll
use it for the map apps “like, twice a year.” And then James Crawford answered like “The only time that I use it
now is for entertainment.” And realistically even Google
share a little bit of data about, also a year ago or so saying that voice is about action. And most of the request that
they are getting at the moment are, on one hand, very action oriented for simple type of request. There are no necessarily
related to actual web search. And then, on the other hand,
screens change everything. And again, these are five
insights about voice technology that Googled shared a few months ago and they mention that nearly
half of the interactions with the Assistant today
include voice and touch input. Most of our queries are complex for example, about
reserving a hotel in London or about buying new clothes. You are not very likely going to be satisfy by voice answer. So, yes, I can understand
how there is a trend requesting, in a very natural
way, through voice many times because we are on the go a lot and we have the access
to all of these device. But realistically, in order to be satisfy from these answers, we
need the visual output. And that is why, also Google for example has released more smart
displays, and I think it’s much reasonable to speak about conversational search era that we are entering. Where many of the input, the
request, the searches are can be done via voice but for the output a high share of this needs to be visual in order to satisfy the
consumer need and connect, because at the end of the
day it is about this right. Connect our content to satisfy their need whatever the medium it is. Let’s take a look how. So how can you start to
managing your content and focusing on this
conversational type of queries? These are natural questions now. The six Ws are being used by your users to research for content. The what, when, who, where, why, how. And you can start gathering this data from your own content,
actual you can go to your Google Search Console
and use any of the terms for example, how, here, to identify how many queries are
you getting right now. With how, I can see here, in this case for remoters for my own website. How to get remote jobs in India? How to make money as a digital nomad? How to use Revolut abroad? How to become a digital nomad? And you can see the performance that this queries are
providing you at the moment. The click, the impressions,
click-to-rate, position. Of course you can take a look
at what what is the content? Where are the pages that
are ranking for disturns for this conversational type of queries. If it is relevant, if
it’s meaningful enough. Of course you can do this
by using other tools, key word tools like
SEMrush, Ahrefs, C Strings not only with your own website,
but one of your competitors. So you can go and take a
look at how your competitors are already leveraging
conversational queries. They are ranking for the same that you are or any other queries. So for example here Flexjobs, and I am looking here for the how queries. I can see how many hours is part time? How to fill out a resume? How to be successful without college? How to fill a weapon in job application? So many queries. Conversational queries for
which they’re already ranking. I can see their position. I can see an estimate of the traffic that these are bringing for them. I can see the pages they are ranking with. I can see the search volume
that is non-trivial at all so this give me a lot of ideas already of the type of conversational queries that my adience is using
to search for my content. And of course, I can use this as an input for a bigger query research. So as the next step to identify
even further opportunities to target this conversational
type of queries. You can use also your
relevant topics as an input and go to the questions filter in any of the keywords
still that exist nowadays. Pretty much all of them, whether in Ahrefs or in SEMrush keyword magic tools and keyword finder, through
most of the keyword tools nowadays, they will have
the questions filter. So for example, for remote jobs I can see here only the
questions regarding this top. Is that I can see here even more ideas and opportunities of
conversational queries that I can target with my content. How to find a remote job? How to get a remote job? And like this I will be able to see no only which hard terms the
conversational type of queries that are providing me and my competitors are in good, good rankings. But also, even for your
queries that I can’t target with my content and structure my content in a way that we are going
to see we can optimize in order to maximize
the chances to rank well as the answer through
the Google Assistant. So how do we become the answer for this conversational queries
that we have identified and find relevant to run for? It’s about becoming also the first result because we are going to see that there’s a high corelation between them. One are more factual type of questions will be satisfy and answer
by Google Knowledge Graph through the answer boxes. Here I ask, through the
Google app, the Assistant what’s the name of Prince Harry’s son? And I got the name which
is exactly the way that it works in desktop
search as we can see here. So for this factual type of queries that are satisfy by the
Google Knowledge Graph for which there is an answer box provided. This is going to be pretty much it. The answer through the Google Assistant. On the other hand
there’s also this queries like for example localize queries for which Google will
provide the maps results their own services feature
that we are going to obtain as an answer through the Assistant. We get it here in the
desktop search results and we get it also here as the answer. On the other hand, they are this much more complex type of queries. A more transactional driven,
customer oriented driven. They are not satisfied by the answer boxes but for which features snippet are provided in many occasion. We are going to likely
want to target this one because these are the ones that we can use to connect with our customer
within the customer journey. For this, although more type
of complex type of questions for which a feature snippet is provided we can optimize our content to
become their feature snippet and there’s going to be a high correlation because we can see that
this is the one selected as the answer by the Google Assistant. So for example, in this case I asked what are the best neighborhood
to live in London? And a feature snippet is shown here and the same is provided here as the answer by the Assistant. And there has been many researches and this is taken from
one done by SEMrush. 40.7% of all voice search answers came from a feature snippet. And we can see many of these are questions, prepositions, comparisons and mostly this is are
targeted at by FAQs, guide, resources, addressing
you informational type of queries in the customer journey. So for example, the best
flat prices in London. This generates have
feature snippet like this and the content is
taken form the different areas of this, lug post,
that has been published in this real astate website. We can, also not only target though, informational type of queries but also transactional ones more and more. So for example, best
prices for tires in the UK. Or Buy cheap laptop for a student to. So how we can optimize
our content for that? First, already be ranking well for them because features need
better regenerated by the first results already. There’s a high share of them that are already ranking the first three positions. So this is the first
step that we need to do. Then the content should be organized in a very well structured way in a very concise way so
Google can easily highlight the most prominent areas
that actually answer the query, the conversational
query from our users and that these are areas that
are going to be spoke into. So we can see many examples here of how this content is well structure it’s mobile friendly of course. It’s already secure, it’s already optimize and it’s also written in a
way that can be easily spoken. And this is the other thing,
a year and a half or so ago Google published this best practices for evaluation of speech
for the Google Assistant. These are actually the criteria that Google takes into consideration to evaluate the content for voice. So besides the typical
information satisfaction type of criteria that Google
take into consideration for search results in general. Find information about the length, the formulation, the elocution,
how this content is spoken like spoken answers must have a proper pronunciation and proso… Even with examples, it’s
not only the usefulness of the response of the answer but also the quality of the speech. The length, the formulation
that elocution again. And we can have even examples here. So I will say it’s definitely important to for every content that we now write, that we read it our loud. That we hear how it sounds. That if it’s short enough, concise enough if it is well form. If this content can be
easily spoken on one hand. So definitely take a look
at this research here. Then we can also use the how-to structure data for rich results. And this will also generate how to actions for the Google Assistant. This was something that was announced in Google IO a few weeks ago. So again, this is a win-win
and these all the case. And we can see many examples of this in website like Instructual. For example they have implemented the how-to structure data
for most of their pages and they are already generating the result for many of the queries
that they target like this. If you’re a media site in the US you can also use the
speakable structure data. Search engine round tables already doing by using this key couple for data. And then this is the thing, right. Even if you’re not a media site in the US You can use the rules, the guidelines that are provided by the
speakable structure data again, to formate your content in a way that is very easy
to be read, to be spoken. So content that may sound confusing in voice-only and voice-forward don’t add the speakable
structure data to it. Rather then highlighting an entire article with speakable structure
data, focus on key point. Concise headlines and or summaries that provide users with comprehensible and useful information. Break up information
into individual sentences so that it reads more clearly for TTS. So, this is fantastic, again, because it give you very
specific guidelines to follow to structure your content. And you can use a lot of this criteria as an structure data and also to optimize your content to be concise, easy to read out loud and well structure as, for example, again,
this another example of instructional for which are generating this feature snippet. It’s also provided as an
answer by the Google Assistant. And you can of course, identify you are triggering already
the cyber feature snippet results very easily
actually, buy using again, SEMrush, Ahref, or even Sistrix here. As you can see, any of these tools how a filter here for feature snippet and I can see all the
type of feature snippet, that in this case Flexjobs is generating. Like in text, the list, the videos here and I can see which are this query. Something additional
that you can do of course is to track this with
your own run trackers. Most of run trackers nowaday also have this report to have faster
features in general. So for example, here with SEOmonitor for one of the terms
that I am ranking with I am shown that this is included as a feature snippet here because of the quote. And I can see even further,
not only the ranking but actual future rate,
the visits are generated through this results and behavior, the conversion, the bounce rate. So I can also excess the impact. Be provider be shown as a feature snippet. To additionally expand your presents through the Google Assistant,
you can use Google Actions. Google Actions are
conversational applications for which Google will find a much intend with the queries that their
customers ask or search for and they will provide them as
an answer if there’s a match. So you can see, actually
a really good list here in the Google Assistant directory listing a lot of actions from calculators to quizzes to news actions etc. A lot of websites use them
as an additional support for users or just to interact in a fun way with users and to better provide answers to many of the queries. And realistically, until
now, the most popular way to generate or develop these actions were through, platforms
like Dialogflow, right. That are used to develop a
little bit of more complex type of conversational experiences. Not only for the Google Assistant but also for Amazon Alexa, even for bots. However, I understand that
Google wants to facilitate the process and what they have done is that they have inform
that they will now generate also actions when we use instructive data so they will identify the usage
of the FAQ structure data, the how-to structure
data, recipes, the news and they will generate
that automatically, actions when they find this
information that is markup. However, we can of
course make sure that we properly generate our own actions to have much, far more control with them and we don’t necessarily need to develop them by coding from scratch. There are easy ways to generate
them now with templates. Actually, I created an action
with a template last year for my website Why My Web Traffic Dropped? Which is a check list
to identify the reasons for losing traffic and I
created this quiz at the end. And you can check this quiz actually and the action’s directory over here and the way you can evoke the action here. The views of a few people. And this is the Google Docs, the template that I have needed to
fill to generate the quiz which is actually a flashcard here. So here are the questions,
these the answers. This is the followup to
generate the conversation with the Assistant with the users. And this is the configuration. I just had to fill this template and now actually Google is providing a way not only to generate
quizzes or actions like this but also to generate
how-to’s which I have to say I can see that might
be much more meaningful and useful to generate for example. FAQ type of experiences. Report type of experiences
to expand your current one. And you can see, in a very similar way it’s just to fill this Google Docs. Then then you will connect with the actions on Google console. Cause you can monitor your actions. You can upload your actions. Do changes to your actions etc. And you can specify how
it will evoke over here. How your action is built. The personality, the voice of your action. You can test it with a simulator here and you will also get data
about the usage of your actions which I think is super useful in order to better understand
the type of interaction and behavior that your adience
is having over the Assistant. I will highly recommend
you to check it out. To give it a go. Generate games, flash card, how-to guide, personal trivia or quizzes. I hope that this has been useful for you and that with the information that I have provided in today’s episode. Now you are not only a
little bit more aware of what is happening with voice search and conversational search,
but the actual opportunities that you have to optimize
your already existing content. How to expand your content to be provided as an answer by one of these devices. If you have any question,
if you have any doubt please, leave it in the comments and I looking forward to see you in the next Crawling Mondays. Have a great week. Bye Bye. (rock music) anothertestzzzz ♪ Crawling Mondays ♪

2 thoughts on “How to Optimize your Website content for Voice Search

  1. Adeel Khan Post author

    Added to watch later, going to try this in free time 🙂

    Reply

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