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Katherine Watier Ong
WO Strategies
How To Use SEO To
Improve Your Voice
Search Presence
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).
Brands Katherine Watier Ong
has worked with
Voice Search
Today
This is me.
No problem.
I’ll figure this
out.
Me hours
later.
This is what I
sorted out.
It’s now 2020
Is voice search at
50%?
of Americans
search with voice
daily
2019 US data- Adobe
44%
87.8%
use voice
search
Most Speaker Owners Voice Search
Social Distancing is Increasing Use
How do voice search
results work?
More than Actions/Skills
Brand
website
Which search engine
powers the most
results?
Speakers + Phones
*Note Siri uses Apple maps
55%
Bing
Smart Displays
61% Bing
33% Google
Cars
30% Bing
30% Google
30% Other
voicebot.ai
Are You Optimizing for...
Can you rank?
It depends on the question.
Brand Info
Wikipedia ++
Photo by Kristian Egelund on Unsplash
Fact based
Knowledge Graph
News Related
Search Engine’s News Algorithm
Products
Rank page one
Google product feed
Amazon Choice
Making the case for
Voice Search
Are there
unanswered
questions
YOU can answer?
Some industries don’t have answers
Source https://bit.ly/2ZkpfTV
Are you getting
voice searches?
Look for keywords that seem spoken
(Spot in Bing or
Google Webmaster Tools)
Does Your Audience
Over Index?
Ages 65+ use voice search more
70% look for local information weekly
Source: https://bit.ly/3cSZ62A
See if you
have a
shot
Are you ranking in the
Featured Snippet?
Sometimes the voice result
⅓of the time
Featured Snippets
=
Voice Answer
Resources
● Featured Snippet (FS) Guide
● FS writing + image checklist
Can you rank
in the Featured Snippet?
Do you have enough EAT?
● Expertise
● Authority
● Trust
*Higher bar for YMYL sites
Google’s high quality content questions
Does your content answer intent?
"Intent beats identity.
Immediacy trumps
loyalty." Google's VP of marketing,
Lisa Gevelber
Does your content match the format?
Are you loading fast
enough to rank?
Are you loading fast enough?
1.16 sec.(desktop)
1.10 sec. (mobile)
Page Speed Resources
• Improve your Page Load Speed
checklist
Is your brand in the
Knowledge Graph?
“Voice search on desktop and the
Google app use the power of the
Knowledge Graph...”
- Google
Add context to your content
● Add schema.org attributes
● And link to data sources about you
Google recognizes.
KG Resources
• Do a search of Google’s Knowledge
Graph
• Structured Data Testing Tool
Are your products in
Google?
In Google’s Product feed?
Have you optimized
your local listings?
Are you discoverable via local? (US)
Consistent
Name, Address
Phone number
everywhere.
Resources
• Voice Readiness Tool
• Local Google and Alexa responses
Can you fill the gap
with a Google Action?
Google fills gap with Action Info
Source
See if you
have a
shot
Bing: Intelligent Answers
Source
Bing: Multi-perspective answers
Source
Bing: Yes/No Answers
Source
Bing Competitive Advantages
Support its content annotation.
❏Write for Fraggles
(HTML markup)
❏Schema.org
Resources
• Bing Voice Search Optimization
• Guide: Bing Featured Snippets
See if you
have a
shot
Amazon Voice Search Optimization
*Alexa Skill
Resources
• Alexa’s Product Recommendations:
Checklist
You have a shot!
Creating a plan
Conduct Keyword Research
Ask the devices those terms,
note answers
Create an optimization plan
for queries with potential.
Improve your Knowledge
Graph sources.
Add schema.org markup
“Building” Google
Actions =
Schema Markup
Speakable Schema = Google Action
Identifies sections within
an article or webpage that
are best suited for audio
playback.
Speakable Markup Resources
● Instructions here.
● Generator here.
● Content guidelines
How to Schema.org = Google Action
Most of the time these
queries result in YouTube
results…
Google Action Example
72
How to Action Schema markup on: https://www.realmenrealstyle.com/how-to-tie-a-tie/
“How To” Markup Resources
● How To markup instructions
● Generator here
FAQ- Schema.org = Google Action
FAQ Markup Resources
● FAQ page instructions.
● Generator here.
Guided Recipes = Google Action
Recipes Resources
● Recipe instructions.
Podcasts = Google Action
Voice Global: How to audit your voice footprint and use SEO to improve your voice search presence
Podcast Resources
● Podcast Instructions
Build a Google Action - Templates
Build a Google Action Resources
● How to is here.
● Templates to build an action.
Building a Custom Google Action
Conversational
Design Required
Custom Google Action Resources
● How to is here.
Measuring Voice
Search
Measurable Goals:
● Research & Development mentality
● A brand impressions play
Things you can
measure
Featured Snippet Ranking
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)
Google Action Discovery
Alexa Skills Invocation
Run a search test
with UserTesting but
with voice inputs
Search Focus Groups
Things you can
NOT measure
Voice Ranking
Photo by Joshua Golde on Unsplash
Visits to your site from a voice result
Photo by Webaroo on Unsplash
Measurement
Caveats
50%
of the time
mobile SERPs
don’t match
desktop
Measuring Mobile Rankings Accurately
Google Search Console does not track:
GSC Measurement Confusion:
Post: What GSC data means and what is
not tracked.
Recap
Results pivot by device and
query
Source
Hand testing is required
Voice Global: How to audit your voice footprint and use SEO to improve your voice search presence

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