The document discusses how to prepare websites for voice search. It notes that search engines need help understanding the meaning and connections between web pages. It recommends developing structured data using schemas like Schema.org to share meaning across the internet. It also stresses the importance of creating targeted content optimized for voice by addressing conversational queries and being readable aloud at a 9th grade level. The key takeaways are that search is moving beyond traditional SEO to semantic data and speed optimization, and controlling structured data helps content appear in richer search features and voice assistants.

1. Getting Ready for Voice
Search
How to make your website talk
🤓 WordLift team

2. INTRO
Nils De Moor
@ndemoor
Cofounder and CTO of
WooRank

4. 💙

5. “My site/company/product
doesn’t need voice!”

9. Search Engines need help!
🤓 WordLift team

10. How does the Web Work?
link
link
The Internet is made of trillions of
web pages “stitched” together by
links that humans can follow…

11. Problem
Computers can see links but they
don’t really understand the meaning
behind a web page or why web pages
are connected one another…

12. Sharing “Meaning” Across
the Globe
Here Comes the Semantic Web
🤓 WordLift team

13. PubCon
LV 2019
Las Vegas
Convention
Center
country US
Website A Website B Website C
Linked Data in Graphs
location

14. Computers use URLs as unique identifiers
PUBCON ENTERS
THE GRAPH OF LINKED DATA
eg. https://pubcon.com/lv-2019
PubCon presents itself to computers using a
Linked Data persistent URL

15. ● Developed by and for the search engines
● Stable, reliable and extensible
● Has become the de-facto standard for
Linked Data development
● Strikes the right balance between
complexity and expressiveness (sort of)
● Open and community driven

16. Schema.Org - The Lingua Franca
in the Search World
A shared linked vocabulary to structure metadata on websites.
Schema.org has been the best way to spread linked data technologies to
website owners who didn’t know anything about semantic web.
The core vocabulary is
made of 589 entity types
and 860 properties
Metadata written using schema.org
can be packaged in:
Microdata,RDFa or JSON-LD

18. Domains in Crawl
Domains with
structured data
2013
2014
2015
2016
2017
2018
source: Structured Data from the Common Web Crawl
17.67% yearly average growth of
structured data in web pages
40M
30M
20M
10M

19. A Few facts
1. Structured Data is growing
fast
2. Traditional SEO
opportunities are shrinking
3. ROI of Semantic Web
technologies - in the
context of Search
Optimisation - is easy to
prove
4. Voice Search is getting
bigger

20. 50% of Google.com searches
result in
ZERO CLICKS!
June 2019
source: Jumpshot’s panel via Sparktoro 2019

21. Invest in your brand and help Search Engines
connect you with your audience using voice
assistants and rich features in search results

25. Conversation
ends here
with plain
Search
results

26. How to fix?
1. Create individual pages for
each pricing plan
2. Add “Product” structured
data markup to each page

27. Page Load Time
is a great SEO
opportunity

29. source: Backlinko

30. “It’s not just
about
10 blue links
anymore”

32. 8. SITE LINKS
9. SITE IMAGE
CAROUSEL
10. TOP
STORIES FOR
NEWS
11. AMP
12. GOOGLE
FLIGHTS
13. PEOPLE
ALSO ASK
14. CATEGORY
15. IMAGES
16. VIDEO /
TRAILERS
17. LIVE
18. TOP SIGHTS
19. REVIEWS
20. BLOGS
21. KNOWLEDGE
PANEL
22. CAROUSEL
23. APPS
24. GOOGLE FOR
JOBS
25. RECIPES
26. SCHOLARLY
RESEARCH
27. WEATHER
28. GAME
SCORES
29. TWEETS
30. DISCOVER
MORE PLACES
31. SEND TO
GOOGLE HOME
32. PEOPLE
ALSO SEARCH
FOR
33. SEE
RESULTS ABOUT
34. WIDGETS
35. FOUND IN
RELATED SEARCH
36. QUOTES
37. EVENTS
38. DATASETS
SEARCH
1. STANDARD
2. TALLER
ORGANIC CARD
3. LOCAL
3-PACK
4. HOWTO
5. SHOPPING
6. RICH
SNIPPET
7. SITE
CAROUSEL
39. MOVIE
CAROUSEL
40. PODCAST
41. COURSE
... ETC.

33. 8. SITE LINKS
9. SITE IMAGE
CAROUSEL
10. TOP
STORIES FOR
NEWS
11. AMP
12. GOOGLE
FLIGHTS
13. PEOPLE
ALSO ASK
14. CATEGORY
15. IMAGES
16. VIDEO /
TRAILERS
17. LIVE
18. TOP SIGHTS
19. REVIEWS
20. BLOGS
21. KNOWLEDGE
PANEL
22. CAROUSEL
23. APPS
24. GOOGLE FOR
JOBS
25. RECIPES
26. SCHOLARLY
RESEARCH
27. WEATHER
28. GAME
SCORES
29. TWEETS
30. DISCOVER
MORE PLACES
31. SEND TO
GOOGLE HOME
32. PEOPLE
ALSO SEARCH
FOR
33. SEE
RESULTS ABOUT
34. WIDGETS
35. FOUND IN
RELATED SEARCH
36. QUOTES
37. EVENTS
38. DATASETS
SEARCH
1. STANDARD
2. TALLER
ORGANIC CARDS
3. LOCAL
3-PACK
4. HOWTOs
5. SHOPPING
6. RICH
SNIPPETS
7. SITE
CAROUSEL
??. ...
38. DATASETS
SEARCH
39. MOVIE
CAROUSEL
??. ...
source: BrightEdge
40. PODCAST
41. COURSE
... ETC.
Enforced by
structured data
Answered by
Assistant

34. 8. SITE LINKS
9. SITE IMAGE
CAROUSEL
10. TOP
STORIES FOR
NEWS
11. AMP
12. GOOGLE
FLIGHTS
13. PEOPLE
ALSO ASK
14. CATEGORY
15. IMAGES
16. VIDEO /
TRAILERS
17. LIVE
18. TOP SIGHTS
19. REVIEWS
20. BLOGS
21. KNOWLEDGE
PANEL
22. CAROUSEL
23. APPS
24. GOOGLE FOR
JOBS
25. RECIPES
26. SCHOLARLY
RESEARCH
27. WEATHER
28. GAME
SCORES
29. TWEETS
30. DISCOVER
MORE PLACES
31. SEND TO
GOOGLE HOME
32. PEOPLE
ALSO SEARCH
FOR
33. SEE
RESULTS ABOUT
34. WIDGETS
35. FOUND IN
RELATED SEARCH
36. QUOTES
37. EVENTS
38. DATASETS
SEARCH
1. STANDARD
2. TALLER
ORGANIC CARDS
3. LOCAL
3-PACK
4. HOWTOs
5. SHOPPING
6. RICH
SNIPPETS
7. SITE
CAROUSEL
??. ...
38. DATASETS
SEARCH
39. MOVIE
CAROUSEL
??. ...
source: BrightEdge
40. PODCAST
41. COURSE
... ETC.

35. source:
https://www.searchenginejournal.com/how-google-search-ranking-works/307591

36. Write
Hyper-targeted
Content

37. 1. Optimise content for featured snippets by focusing on conversational
long-tail keywords (yes, look for questions in your search logs,
support transcripts and mobile search queries)
2. Write articles and not just answers. Voice search and chatbots
typically are at the top of your funnel.
3. Make sure your content can be read out aloud quickly. “The average
Google voice search result is written at a 9th grade level”.(source:
backlinko)
Creating voice-ready content

38. An high-quality voice
response for Google
meets informational
needs, in short answers,
grammatically correct
(syntactically
well-formed), and with an
accurate pronunciation
Google will search Knowledge
Graph Entities first, if these
are missing, the conversational
search will seek the answer from
the web.
source: Evaluation of search speech guidelines
“There is no reordering
in voice search; just
extraction and
compression. No
paraphrasing.”
Enrique Alfonseca - Google
GUIDELINE

39. What Content
Shall be
spoken aloud?
Using speakable schema markup we
can tell Google what sections
within an article or a webpage
are best suited for audio
playback. (atm. only for news
queries)
BETA

40. 1 2 3 4
Key Takeaways
The industry of SEO
has entered an era
of chaos, a pivotal
change is happening
in the way people
access information
and most of the
websites are still
ignoring it.
The Google
Knowledge Graph and
needs semantically
structured data.
There is more than
structured data:
winning the modern
SEO Game is about
combining several
factors such as
speed,
hyper-targeted
content and
in-depth serp
optimisation.
Having your own
knowledge graph
means a lot to
stand out on Search
and helps content
move into voice
search and control
your brand’s
narrative.

41. Where to go from here?

42. Thank You!
@ndemoor
🤓 WordLift team