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- [Instructor] Alexa, how do you say shrimp in Spanish?
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If you're like me and my family,
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we have a voice assistant sitting in our kitchen,
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in addition to Siri on my phone
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who helps me drive hands-free.
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It didn't take long for my kids to figure out
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how to use Alexa for homework, weather, and news updates
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all by asking her questions.
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How people have searched
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has changed dramatically over the years.
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In the past, when people were tied to their PCs,
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search terms were typically short,
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reflecting the efficiency of using as few words
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as possible to describe a need.
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As mobile took over,
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searches became more personal and localized.
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Search phrases became longer as search suggestions
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became an integral part of completing the search phrase.
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This changing dynamic is influenced
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by voice assistants and voice searches,
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where people directly ask a home assistant
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or the mobile assistant
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such, as Siri, Alexa, Cortana, and Google.
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Without having to type people
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tend to provide more explanation
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and more words in their search query.
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It's faster, more convenient,
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and interestingly, more detailed.
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When people search by voice,
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they are more precise and provide greater information
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of what they need in the form of a question,
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such as, "What are the most difficult
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hiking trails in California?"
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This is where your keyword research
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should provide you with some very specific questions
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that people may ask about your company,
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products, or content.
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Think about how people interact with your company
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and the questions they may have,
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and how you can answer them.
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Some keyword tools will provide a report
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that specifically show question-based searches.
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Questions such as how to are very useful in this context.
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If you have an FAQ, frequently asked questions page,
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reformat that into a more conversational tone
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with specific what is, how to,
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or why does type questions and answers.
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Even on content pages, creating more dynamic content
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by formatting headlines as questions,
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and then immediately answer the question
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in the following text
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could improve your visibility in the search results.
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To make even more impact, use HTML and schema markup
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to highlight those questions and answers.
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Schemas define structured data online
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and are used across operating systems, browsers,
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search engines, and over 10 million websites.
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The goal is to structure common information across the web.
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As an example, an address has a specific schema format.
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By using this format on your webpage,
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it enables people performing a voice search
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for your location to be able to find it in the results
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and map it to their phone.
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The address format is searchable, clickable, and mappable.
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Schema covers a wide range of information,
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such as books, movies, recipes, events, organizations,
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persons, places, reviews, articles, authors,
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and e-commerce products.
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Go to schema.org for more information and HTML examples.
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Oh, and Alexa, about my question?
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- [Alexa] Shrimp in Spanish
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is (speaking Spanish).
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