Optimize your content for voice searches with the schema.org marker – WAU

Schema.org is a type of code that you include on your website or blog in order to facilitate the understanding that search engines have about it. That way, your chances of ranking for voice searches are much higher. Know more!

Everyone who works in marketing – be it a manager or an analyst – needs to be on top of market news in order to bring innovations and valuable ideas into the company.

Voice Searches is one of them, so we wrote this article on how you can optimize your content for them using the schema.org marker.

To let you know what this marker is, how you can use it and why voice searches are so important to your digital marketing strategy, we invite you to read this post until the end!

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What is the schema.org marker?

Schema.org is a type of structured data marker – essentially, a type of code – that you include on your website 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 understand your content better, it is more likely that it will be seen as a relevant search result.

The schema.org bookmark also offers your website or blog a much better chance of appearing as a relevant result, such as a featured snippet or quick response, which are used as sources of responses in the voice search.

And, as more forms of online content indexing and availability on voice devices are developed, structured data made via schema.org are often at the heart of them.

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 that way.

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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 on 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.

So the 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 notify Google that a voice search will be done (just as we say “crab” 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 the main Google search field.

In addition to 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 have spoken or typed, with a few potential exceptions.

Users who search for directions to a location using a mobile device can see a different SERP than a desktop user who searches for the same information, for example.

In general, however, voice search queries generally return results that are similar, if not virtually identical, to typed queries. It is much easier and more convenient to speak your query than to type it.

The future of voice search on search engines

Google Voice Search has been part of Google’s virtual assistant, Google Now, for many years.

The combination of Google’s powerful search algorithms with sophisticated natural language processing (NLP) technology is why most people agree that Google Now is significantly more accurate than Apple’s Siri virtual assistants, Microsoft’s Cortana or Amazon 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 the Google product range has developed in recent years, we can really imagine what the future of search will look like several years from now.

For example, just follow the conversion analysis in Google Analytics. Google has endeavored to make it easier to identify conversions from multiple devices, and even to consider adding voice query data to Google Search Console.

This is because Google knows better than anyone that, the way we search for information on the web has changed, and a single 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.

Currently, navigational queries have been the most common uses of voice search, but we are likely to see not only increasingly sophisticated searches in the near future, but also a much larger volume of voice search queries in general.

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 2020, approximately 50% of all searches will be done using speech recognition technology.

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How to apply voice searches in your Digital Marketing using schema.org?

Now, let’s talk about how to use the schema.org marker in order to have a better positioning in the search results made by your audience.

Once you have decided to apply it to your website or corporate blog, follow the steps below.

Step 1: access the Markup Helper for structured Google data.

schema 1

Step 2: select the type of data you plan to mark. There are several options listed. This list is not very long. If you are applying to your blog, you can opt for “articles” which is one of the most common types of content.

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Step 3: paste the URL of the page or article you want to bookmark. If you only have HTML, you can paste it. Then click on “start scoring”.

schema 3

The page will load into the markup tool and provide the work area for the next phase of marking items.

You will see the page you chose in the left panel and the data items in the right panel.

Step 4: select the type of elements to be marked. In case of articles, select his name to add the tag “Name”.

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When you are finished selecting, choose “Name” to have the tool add you to “data items” in the right pane.

Schema 4.2

Step 5: continue adding tag items. Use the list of data items as a guide and highlight the other items in your article to add them to the checklist.

You probably won’t be able to check all the items on the list, so just add as many as you can.

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Step 6: create the HTML. When finished, click on “Create HTML”.

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Then, you will see the HTML of your page with the relevant data inserted in the selected points.

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Step 7: add schema markup to your page.

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Then, you must 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.

schema 7 - 2

A simple alternative is to download the automatically generated HTML file, copy 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 looking at a published page, look at the code the tool generated for you. After the code is pasted, click “view”.

The test tool shows how the article will look in Google’s search results.

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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 types of content: news and podcasts

Since January 2018, the Google Assistant (and by extension, Google’s voice devices) natively supports podcasts and news.

This means that if you have a news story or a podcast, by marking them with a schema, they will be eligible for inclusion and will be available to anyone who does a Google search.

Let us now look at each case.


In this article we teach you how to use the Google News tool to generate more traffic. Once you have news published on your website or blog, the next step is to use the schema.org marker using one of the three types below:

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 that you expose a valid RSS feed to Googlebot, which fits the requirements described on the page on how to create Google podcast action documentation.

The documentation also describes the RSS tags that you must use at a podcast level in order to make it available for display as a search result and also on Google Podcasts.

Now that you know how to optimize your content for voice searches using schema.org, you must have also realized how important voice tools are, which reminds us that Audio Marketing is another strategy you should take consideration.

And to learn more about it, check out our full content on how to use audio to improve your marketing results.

MKT Audio