Schema.org is a type of code that you include on your website or blog to make it easier for search engines to understand it. That way, your chances of ranking for voice searches is much higher. Know more!
Everyone who works with marketing – whether it’s a manager or an analyst – needs to be on top of the industry’s hunt for innovation and value ideas.
Voice Search is one of them, so we wrote this article on how you can optimize your content for them using the marker schema.org .
To let you know what this label is, how you can use it, and why voice search is so important to your digital marketing strategy , we invite you to read this post by final!
What is the schema.org marker?
Schema.org is a type of structured data marker structured data – essentially a type of code – that you include on your site or blog to make it easier for search engines to understand it.
It was designed to be a universal search engine language and was jointly developed by Google, Microsoft, Yahoo! and Yandex.
It has several benefits for SEO , among them the fact that if search engines better understand your content, it is more likely to be seen as a relevant search result. .
The schema.org marker also gives your site or blog a much greater chance of appearing as a relevant result, such as a featured snippet or quick response, which is used as a source of replies. in voice search.
And as more forms of indexing online content and making it available on voice devices are developed, structured data made via schema.org is often at the heart of it.
Therefore, while using schema.org to tag your content does not guarantee presence on voice devices, it can significantly improve the chances of your content being displayed in this way.
Why are voice searches so important?
Both Google and other search engines are constantly changing the way they handle search queries, the way users search for the information they need, and even our actions toward search results in general.
Voice Search is a feature that allows users to search the web using search engines using spoken voice commands instead of typing.
Thus, Google Voice Search , for example, can be used in searches for computers and mobile devices.
In some cases, users need to say a command to warn Google that a voice search will be done (as we say “siri” when using an iPhone).
This can be done using a voice command on certain mobile devices and operating systems. or by tapping or clicking the microphone icon to the right of Google’s main search field.
Other than the way users activate and use voice search commands, there is little difference between a spoken voice search and a regularly typed search query .
Users are taken to a typical search engine results page, regardless of whether they spoke or typed, with some potential exceptions.
Users searching for directions to a location using a mobile device may see a different SERP than a desktop user searching for the same information, for example.
In general, however, voice search queries usually return results that are similar, if not virtually identical, to typed queries. It’s much easier and more convenient to speak your query than to type it.
The Future of Search Engine Voice Search
Google Voice Search has been part of Google’s virtual assistant, Google Now , many years ago.
The combination of Google’s powerful search algorithms and sophisticated natural language (PNL) processing technology is why most people agree that Google Now is significantly more accurate than Google’s. virtual assistants Apple Crab , Microsoft Cortana or Amazon’s Alexa , although the three are very similar in function.
It may be tempting to think of Google Voice Search as a standalone product, but when you look at how Google’s product range has developed over the last few years, we can really imagine what the future of search will look like in several years.
Just keep track of conversion analytics in Google Analytics . Google has struggled to make it easier to identify conversions from multiple devices, and even consider adding voice query data to the Google Search Console.
That’s because Google knows better than anyone that, the way we look for information on the web has changed , and a unique path to optimization is completely impractical in today’s online environment.
As with many Google products, the adoption of Google Voice Search has grown steadily since its introduction. Data from Mary Meeker’s Annual Internet Trends Report shows how popular Google voice search has become in recent years.
Navigational queries have been the most common uses of voice search today, but we will probably see not only increasingly sophisticated searches in the near future, but also a much larger volume of general voice search queries.
According to Meeker’s report, one in five searches on Android devices is a voice search. In addition, Baidu Chinese researcher Andrew Ng speculates that by by 2020, approximately 50% of all searches will be done using speech recognition technology.
How to apply voice search to your Digital Marketing using schema.org?
Now, let’s talk about using the schema.org marker to better position your search results for your audience.
Once you have decided to apply it to your website or corporate blog , follow the steps below.
Step 1: Visit the Google Structured Data Markup Helper .
Step 2: Select the type of data you plan to mark. There are several options listed. This list is not too big. If you are applying to your blog, you can opt for “articles” which is one of the most common types of content.
Step 3: Paste the URL of the page or article you want to bookmark. If you have only HTML, you can paste it. Then click “start dialing.”
The page will load into the markup tool and will provide the workspace for the next phase of markup items.
You will see the page you chose in the left pane and the data items in the right pane.
Step 4: Select the type of elements to be marked. In case of articles, select their name to add the “Name” tag.
When you are finished selecting, choose “Name” to have the tool add it to the “data items” in the right pane.
Step 5: Continue adding tag items. Use the data item list as a guide and highlight the other items in your article to add them to the markup list.
You probably won’t be able to mark all the list items, so just add the ones you can.
Step 6: Create the HTML. When done, click “Create HTML.”
You will then see the HTML of your page with the relevant data entered at the selected points.
Step 7: Add the schema tag to your page.
You should then access your CMS (or source code if you are not using a CMS) and add the highlighted snippets at the appropriate points.
Find the yellow markers on the scroll bar to find the schema marker code.
A simple alternative is to download the automatically generated HTML file, copy it and paste it into your CMS or source code. When you click “Finish”, you will be presented with a series of “next steps”.
Step 8: Use the structured data testing tool to find out what your page will look like with the added markup.
Instead of reviewing a published page, review the code that the tool generated for you. Once the code is pasted, click “Preview.”
The test tool shows what the article will look like in Google search results.
If necessary, you can edit the HTML directly in the test tool to update the schema and view the results again.
Voice Search for Other Content Types: News and Podcasts
Since January 2018 , the Google Assistant (and by extension, Google voice devices) natively supports podcasts and news.
This means that if you have a news story or podcast, by tagging them with schema, they will be eligible for inclusion and available to anyone who searches on Google.
Let’s look at each case now.
In this article we teach you how to use the Google News tool to generate more traffic . Once you have news posted on your site or blog, the next step is to use the schema.org marker using one of three types below:
- Article ;
- NewsArticle (a subtype of articles);
- BlogPosting (a subtype of Social Media Posting, which is a subtype of article).
News videos can also be included and must be tagged using the schema for video objects .
Instead of using schema.org markup, creating a podcast action requires you to expose a valid RSS feed to the Googlebot , which fits the requirements described on page. creating a Google podcast action documentation .
Documentation also describes RSS tags that you must use at a podcast level to make it available for display as a search result, and also in Google Podcasts.
Now that you know how to optimize your content for voice search using schema.org, you may also have realized how important voice tools are, which reminds us that Audio Marketing is another strategy you want. must take into consideration.
And to learn more, check out our full content on how to use audio to improve your marketing results .