Navigating the New Terrain of Speakable Schema for News Content

July 18, 2024

SEO

Navigating the New Terrain of Speakable Schema for News Content

Google recently introduced a new feature for news publishers: Speakable Schema markup. This Schema.org specification allows publishers to highlight key sections of their articles specifically for Google Assistant’s text-to-speech (TTS) function.

Currently in beta, Speakable focuses on News content. When a user asks Google Assistant for the latest news on a specific brand or topic, the Assistant might identify your article as relevant. If it’s marked up with Speakable schema, the Assistant will then read aloud the designated excerpt, providing a quick summary of the key points.

While currently limited to News articles, the documentation hints at broader future applications. Speakable markup designates content that’s “particularly ‘speakable'” for TTS, suggesting its potential use for other content types beyond news. If widely adopted, Speakable could significantly impact the search ecosystem, shaping how users access and consume information through voice assistants.

Let us talk about its key points as discussed by Google Search Central.

Understanding the Impact and Importance of Speakable Schema for Voice Search

The rise of voice search technology has fundamentally altered how users interact with the internet. Search engines, like Google, are constantly innovating to optimize search results for voice queries. Here are five key points:

Targeted Content for Voice Assistants: Speakable schema allows website owners to designate specific sections of their content, like answer boxes or summaries, as particularly suitable for text-to-speech (TTS) functionality.
Enhanced User Experience: By providing clear indicators of speakable content, website owners can ensure users receive the most valuable information through voice search.
Increased Visibility in Search Results: While still in beta, speakable schema implementation is believed to be a positive ranking factor for voice search results. By implementing speakable schema, websites can potentially increase their chances of being featured in voice search responses, leading to greater visibility and organic traffic.
Accessibility Benefits: Speakable schema can significantly improve the accessibility of web content for users with visual impairments or those who prefer audio consumption to allow users to access information hands-free, creating a more inclusive browsing experience.
Evolving SEO Landscape: The rise of voice search necessitates ongoing SEO (Search Engine Optimization) strategies to adapt to user behavior.

Implementation Guide for Speakable Schema in News Articles

For news publishers seeking to leverage the voice search revolution, Google’s Speakable Schema offers a valuable tool. Here’s a step-by-step guide to incorporating Speakable Schema into your news articles:

1. Availability

Currently, the Speakable property is limited to users in the U.S. with Google Home devices set to English, and publishers creating content in English. Expansion to other countries and languages is planned once a critical mass of publishers adopts Speakable.

2. Getting Started with Speakable Schema

Adhere to Guidelines: Familiarize yourself with and strictly follow the outlined guidelines for Speakable content. These guidelines encompass technical specifications, content creation best practices, Google Search Essentials, and general structured data guidelines.

Implement Speakable Structured Data: Integrate Speakable structured data markup within your webpages.

3. Speakable Schema Implementation Guidelines

There are two primary sets of guidelines to consider: technical and content-related.

a. Technical Guidelines

Content Selection: Refrain from marking up content that might sound confusing in a voice-only environment, such as datelines, photo captions, or source attributions.
Focus on Key Points: Instead of highlighting the entire article, target key sections with Speakable structured data. This ensures listeners grasp the core of the story without missing crucial details due to TTS limitations.

b. Content Guidelines

Concise Headlines and Summaries: Prioritize clear and concise headlines and summaries that provide listeners with readily understandable and valuable information.

Structured Top Sections: If including the top portion of your article within Speakable structured data, consider rewriting it to separate information into distinct sentences for improved clarity during text-to-speech conversion.
Optimal Audio Length: Aim for around 20-30 seconds of content per Speakable section, translating to roughly two to three sentences, to optimize the audio experience for listeners.

4. Speakable Schema and Structured Data Types

The Speakable property is applicable to the Article or Webpage object. The complete definition of Speakable can be found on schema.org/speakable. Implementing the required properties is crucial for your content’s eligibility. The Speakable property allows for multiple iterations, with two potential content-locator values: CSS selectors and xPaths.

CSS selectors provide a way to target HTML elements based on their characteristics like ID tags or class names.
xPaths offer a more intricate method for selecting elements based on their structure within the HTML document.

c. Choosing the Right Method

Simplicity: If you have basic HTML knowledge and your content structure is straightforward, CSS selectors are generally the easier option.
Flexibility: For complex webpage layouts or targeting specific elements based on intricate relationships within the HTML structure, xPaths offer more granular control.

Challenges and Best Practices for Using Speakable Schema Effectively

Speakable schema holds promise for enhancing the accessibility and discoverability of news content through voice assistants and smart speakers. However, effectively integrating speakable markup into news articles presents distinct challenges. Here is an overview of the key challenges and best practices gathered from various experts and developer, including Search Engine Journal

Challenges:

Content Length: Voice assistants typically truncate information delivery after a set duration (around 20-30 seconds). Condensing complex news narratives into such brief snippets requires careful selection of core elements.

Formatting for Voice: Written text, particularly in news articles, often utilizes structures that don’t translate well to voice delivery. Examples include datelines, photo captions, and source attributions. These elements can disrupt the flow of information for listeners.

Clarity and Conciseness: Journalistic language can be dense and packed with information. Speakable content requires clear, concise sentences that prioritize the most newsworthy aspects of the story.

2. Best Practices:

Focus on Key Points: Don’t markup entire articles. Instead, identify and highlight the most crucial elements of the story through Speakable Schema. This allows listeners to grasp the essence of the news and decide if they want to delve deeper.

Prioritize Headlines and Summaries: Craft concise headlines and summaries that encapsulate the core message of the speakable snippet. These elements serve as the first point of contact for listeners and should be informative and engaging.

Rewrite for Readability: Consider restructuring the beginning of your article for speakable markup. Break down complex sentences into shorter, more natural-sounding ones suitable for text-to-speech conversion.
Avoid Unnecessary Elements: Omit information that might sound confusing in a voice-only format, such as datelines or photo captions. Focus on the core narrative of the news story.

A Path Forward with SpeakCite

Navigating the intricacies of Speakable Schema implementation can be a complex process. For businesses seeking to optimize their voice search visibility and user experience, SpeakCite offers a compelling solution. Our team of Speakable Schema experts has the necessary knowledge and experience to guide you through every step of the process, from initial strategy development to ongoing optimization.

By partnering with SpeakCite, you gain access to a comprehensive suite of services including:

Speakable Schema audits: We will identify areas for improvement within your existing website structure and content.
Implementation roadmaps: We will develop a tailored plan for integrating Speakable Schema into your website.
Content creation and optimization: We will craft content that adheres to Speakable Schema best practices and enhances voice search discoverability.
Ongoing monitoring and analysis: We will track your voice search performance and make data-driven adjustments to maintain optimal visibility.

With SpeakCite’s expertise, you can confidently navigate the ever-changing nature of voice search and move forward to success . To learn more about SpeakCite’s services, contact us on how you can benefit from Speakable Schema today.