As a program manager, Barrie aligns people, process and technology for results. Her work focused in discovery helps users find and use all the things Google Assistant can do. Prior to Google, Barrie was head of product operations at Flipboard and led internet programs, operations and teams at Nike, Intuit and Intel. Barrie is a certified professional facilitator and project management professional with bachelor's and master’s degrees in business administration.View the profile
Zachary is a product manager on the Actions on Google team. He leads the developer experience for the Actions on Google developer console. Zachary earned an honors bachelor of science degree with distinction in computer science from the University of Delaware Honors Program.View the profile
About the talk
In this session, you'll learn how you can integrate content such as news articles, podcasts, or recipes with the Google Assistant, using AMP and structured data markup.
Hey everyone. I'm so glad that you can make it tonight or session and I hope that you're having a really awesome Google IO. My name is Zachary sensor, and I am a product manager on the actions on Google and Google Assistant teams. And I'm very and I'm a program manager for Google Assistant focused on Discovery. We really want people to find your content and use it on Google assistant. And today we're here to talk about how your content can reach millions of devices on Google Assistant really without much work at all for you.
So by day two of I owe this may be a refresher, but just a quick overview of the opportunity presents itself to you with Google Assistant. Assistant really helps people get things done with over 1 million actions actions is a word that we use to describe things that assistant can do and assistant is ready to help wherever users are with over 500 million voice-activated devices like Google home eligible mobile phones and other devices with screens for Google Assistant works. Assistance available across the globe in more than 25 locales and by the end of this year in 80
countries and 30 languages. So that's a lot of devices and a lot of actions that assistant can do and a lot of potential users for your content. So, how can you bring your site's content into this ecosystem? Google's presented ways for you to optimize content for search since what my kids would call the 1900. Four sites with content in popular areas like News podcast in recipes the same kinds of optimizations that you have likely made already for search will also help your content become discoverable
in Google Assistant. So will be explaining how do you stretch your data and amp in your content to help Drive traffic to your site for both assistant and for search at the same time with the same work on your part. So our research shows that users are accessing information in new ways with different kinds of use cases throughout the day. We know that users are accessing media and news content in their morning and in their commute routines and then in the evening around meal preparation
recipe content becomes interesting a lot of thought into how to be there for the user throughout the day and these different kinds of use cases. The weather user I can be in conversation with Google Assistant throughout the day to get things done in my world. Let's take for example Zach at the center of his world. Let's say Zach miss the latest episode of his favorite podcast. He can just ask his assistant to play it or if he's not sure what he wants to listen to he can explore different podcast to try.
I dinner time when Zack is hungry for ideas. It isn't sure what to make. He asks assistant for recipes assistant on mobile presents a carousel of recipes that are easy to browse and load quickly and with a single tap you can choose a Food Network recipe to send straight to his Google home. Sue Zack doesn't have to worry about handling his phone in the kitchen when he might be busy using his hands to cook whatever it is that he's making for dinner. And Google assistant is there throughout the day to help with lots of other use cases to like reading the news translations
getting directions sorting through photos and more. So let's have a look at how some providers are getting content to users like Zack and many others throughout the day here are three examples So structured data markup can produce carousels and Rich results in Google Assistant by asking a voice-activated device to hear the news or listen to a podcast or find a recipe a user is connected to content right away on the left are user is asking for top stories in business and right away gets a carousel of the latest headlines
render quickly with nice imagery from the store side of the New York Times. In the middle of a user is asking for and gets recipes from Food Network easy to browse and select the recipe to send straight to Google home. And then on the right another user asks her Google Assistant to play Planet Money and immediately. She starts hearing the latest episode from NPR. So this is the actions directory you might know that the actions directory has a listing for each and every action that users can do on a
assistant. When recipe podcast and news providers optimize your content using structured data, you become eligible for an auto generated page listed in the actions directory. The actions directory is organized both by category like food and drink and it's also organized by things that users are trying to do like find food recipes or play a podcast. So that means that your action your content could be presented in multiple places in the directory depending what users are trying to do. We built the actions directory
to be accessible with a single tap from Google Assistant like you see here on mobile and there's also a version for web available on the desktop and also for mobile browsers any Pages terrible, so you can promote your action or your current users could share it with their friends or with their followers. So there are three things that you can choose to do to get your content best integrated with assistant structured data and Aunt are key to optimizing for search and for assistant with the same work to do both when you
invest in structured data, you enable more discovery on more devices and help users get things done throughout their day. Also implementing best practices with structured data can make your content eligible for carousels and Rich results. Like you just saw and for a page on the actions directory, when you further enhance our content using app that helps her mobile pages to load quickly and take advantage of Google amp cache. Also talked about how you can take things further and claim your actions directory page to make it your own and participate in the additional features
like user reviews. And you can consider going further to build your own custom action using the actions on Google developer platform will cover all three in the talk. So I've mentioned structured data markup in a few times already and let's just make sure we're on the same page about that. Am stands for Accelerated mobile pages and the amp icon is an indication to users that this mobile page will load quickly and smoothly. What are user selects an amp mobile Page search retrieve it from Google app cache which enables a variety of load
optimizations? Google use a structured data markup on the web to best understand the content on each and every page start your day to mark up is a standardized format for specifying information about a page. I classifying it. So if I have a recipe page, what are the ingredients to cook time nutrition information and so on? You help Google search understand content on your pages by giving explicit clues that come when you conform to the standards with structured data markup there really well documented standards for structured data that vary by content type and the
This is a website type. I'm using the vocabulary from schema.org and the website has this URL. Another implementation of markup would be with HTML extension that place is difference in taxes throughout the page with tagged attributes that name the properties and expose the structured data in both the head and the body of the pages, but we're going to focus on Jason Aldean as a preferred method to use wherever possible and you can also use Google's examples to create your strike your Jason Aldean mark up rather than starting from scratch.
So in order to bring this to life, we're going to use a case study example of a family recipe site structure datamark up and amp works for large Publishers like Food Network of the New York Times as you've seen and it also works for anyone including a small family recipe site. And in fact, this is not just any small family recipe site. This is my own family's recipe site recently. My husband and I optimize our existing Family Recipe site using structured data markup and amp, so there are a few characters in the story so you can follow along the plot that I'll introduce
first first the stroke waffle. You might know that a stroke waffle is a Dutch cookie with some caramel inside of some waffles and it'll show up in pictures and then Sanders. Stroopwafels sander is my 12 year old son and courts long is the site owner and he's my husband and he's also Dutch so our site features a lot of Dutch family room. The peace like the ones that you see here in the carousel including Dutch a Saunders. Stroopwafels this Rich Carousel of search results from a recipe site appears. When you ask Google Assistant find recipes from chord length,
and then you can choose one and send it to your Google home. So here's the before-and-after with our recipe site before we made the changes for structured data a page. Like on the left would show up in search for a specific query like Saunders. Stroop waffle recipe. You can see there's pretty ordinary search result with a Blue Link and some unremarkable text after we optimized it with structured data on the other side. We started to participate in Rich results and carousels for the same
query and you can spot a few more differences. Because of structured data markup search is so much smarter about the date of that. It finds on our site and on this page. The generic Blue Link is gone. You can see a row of chips to select relevant content under the title recipes. Search better understand Thai recipe content, of course from the wave a date has passed in the markup. With structured data markup her recipes we were able to increase Discovery for search and for Google assistant at the same time with exactly the same work. And true story
at the end of April we got an email. So it's like last week from Google Assistant saying that our site traffic, although still pretty small head increase more than 2% in the month of April with twenty 72% of user acquisition coming through organic search. So after our site with indexed and successfully converted to structured data, we noticed a page in the actions directory earlier. You saw the actions directory page for Food Network. And this is the actions directory page for our family site rendered on web browser a desktop. The other one was
obviously on mobile later on. We'll see how this page can be claimed and we can go on to customize it with her own images and information. So for a closer look at what it takes to use structured data markup and amp, let's look at the code and will continue to use the family recipe site as an example. So first the generic json-ld structured data snippet for type recipe. In addition to the general structure data guidelines, you'll need to follow the specific guidelines for the structured data type that you have in
order to be eligible and Rich results displays in both search an assistant. So most search structured data uses Open Standards. Give me. Or vocabulary as I've mentioned although what Google search might require a good dip for a little bit as what's required by schema.org. So Google is able to read Json LD data when it's dynamically injected into a Page's content and that's what we're doing in the family recipe site architecture hear the server-side dhp helps generate an amp recipe page with Mark up using recipe date of details that are pulled out of the
my SQL database when a recipe page is requested by the web browser PHP response by Consulting the database for the recipe details, then marks it up is HTML and returns that I'd Dynamic page results this also in search the structured data. We added as Json LD inside the script in the page and its head So the highlighted part on the slide is the essence of what is new after optimizing with a structured data markup. Obviously for a recipe collection the type of structured data we use with the recipes type. So let's have a closer.
Look at that. This is the first section of markup for the page recipe specifically Sanders Dutch throw up waffles each page carries markup that specific to it. So we see the results of where the recipe information from. The database has pulled to generate markup going down to page. You can easily parse the resulting markup and see the name description author recipe yield prep time and cook time. The format is always expressed as a set of attribute value pairs. So named Sandra stop stroke waffles.
You use recipe property markup for a single recipe at a time not a category of recipes or a whole list and there are 15 total recipe properties that are recommended. Although only name is actually required. We are going into this. We didn't have an image for every recipe in the collection. So that's something we're working on, but you can see the highlighted URL is the block of markup for a photo that would be for the big stack of gooey stroopwafels. So continuing the markup for the same recipe page
we have ratings inspired by structured data. We added ratings to the site which isn't something that had been a feature before you can see here the market for Ratings that includes data for the rating value account of reviews and the best and worst rating for the recipe page. And now I'm the right you can see how ratings will render in search results. And this is the direct result of adding the structure datamark up for ratings on the page to see the stars in the rating cetera. And now the last part of the markup still for the
same recipe shows the rest of the format truncated a little bit to fit on the slide here. We tag the recipe ingredients and pull the recipe instructions and finally the nutrition information. So for us nutrition information was something we had in the database, but many of the fields were empty and so adding more data has been a good enhancement here and then at the end you see we close the script and now you've seen the full format for structured data for the recipe for the type recipe. The structured data testing tool helps you
to format your data correct to standards for whatever type you're using structured data. Testing tool is really easy to use is open. You can find it easily on Google Search and potato running the page URL prove it tool shows any anomalies as compared to the standards for the type that I'm testing you can see here that I have an error where the cook time was formatted in some way that I might just type it as a person as compared to the iso format that structured data requires. It's easy to go through and fix errors one at a time and
it would be recommended to do this really after just you have a few pages to check the format. So to summarize our family recipe site optimization process with structured data. We followed the structured data guidelines to create their markup using Json LD. And remember you can follow well-documented examples rather than starting from scratch with invalidate our code using the structured data testing tool which is probably going to be an iterative process where you find and fix errors, make sure to unblock robots that text no index or any access
controls which might keep the Crawlers from getting to your mark up and you're going to fix and monitor errors and re-index the side as you change it. So there are a few things that are special about using structured data markup and amp to optimize for news content. Let's have a look. There's a special type news article with just two properties that are recommended in the case of non amp Pages the headline an image as highlighted. For news articles when you are optimizing with Aunt mobile Pages additional properties are required and those include the publisher publisher name
the logo URL they published date modified here and on the next flight. 1 amp pages that have structured data for app pages that have structured data can appear in a carousel of stories like the ones that you saw from The New York Times earlier without the structured data and Pages can load fast, but they won't have that formatting. They would show up as standard Blue Links in search results. Also for news content, if you offer subscription-based access to your web content site or if users day to register for Access, there's a guideline that's
specific to implementing structured data for subscription and pay wild content. If your side is marked up with structured data and the amp following the standards for the type news article and also follows the Google News index guidelines. You could apply to be included in Google News. So now I'm going to hand it to Zach to talk to you about how to leverage structure datamark up for your podcast content. All right, so let's walk through an example. This is how NPR's Planet Money podcast appears in the actions directory and Google search which
was all generated with some simple markup by structuring your podcast content. You can enable your podcast to appear in Google search results along with individual episode descriptions, and even an embedded player for each episode. Additionally your content may be automatically turn into an action on the Google Assistant with a dedicated page in the actions directory in order for your podcast to be properly index when you took first esposa, Bella dorsett's feed that conforms to RSS 2.0 specification second ensure that your feed has at least one episode and third have a dedicated home page
for your podcast that points to your RSS feed will Now cover the essential podcast level episode level and homepage Market requirements to make sure that your content is set up for success. This code shows a podcast little tags that need to get configured for your podcast RSS feed. This example takes us to do markup for NPR's Planet Money podcast first, make sure that you have a tag at the fighter podcast title. This is Planet Money. The only two other requirements are tags at Define your podcast homepage along with me episode tags, which will cover next optionally you can also add
tags at stake the author description image category and language for your podcast. Season 2 episode level tags in your podcast RSS feed that would then need to get configured. The only two requirements here are the title of the episode and an enclosure tag, which points of the URL of the episodes audio file. Optionally. You can also configure a description publication date duration and more for each episode. The last step is to make sure that your podcast has a homepage that very clearly describes with a podcast about NPR space or Planet. Money is shown
here. Make sure that this page has a link that points your podcast RSS URL and then once that's all set up you're on your way towards being optimized for both Google search and Google Assistant just by configuring a few RSS tags. So we just reviewed structured data markup. Now the next big opportunity is too then claim your page claiming your action will unlock 3 key capabilities for you first the ability to modify your directory listing the ability to view analytics on your actions performance, and then third the opportunity for improved ranking and discovery.
Here's the directory page that was created for berries recipe content using structured mark up once a directory page is created for your content. You'll be able to claim the action simply by creating a project on the accent Google developer console which the hub for creating managing and optimizing your actions. Show me hear the actress on Google developer console is the place where you'll be able to manage your actions after you claim them. Once you claim you'll notice that there is a dedicated section you to modify your directory information. You can use the console to change up
your images and descriptions to more accurately reflect your actions and its content. Additionally, once your actions are claimed you'll even be able to view these analytics in the console the console can help you to quickly monitor your actions star ratings over time along with directory page views. Proclaimed actions users will have the ability to rate and submit written reviews for your content. This is all access using the actions directory. So for example, this is how ratings and reviews will appear on the directory page for berries recipe content user reviews or one of many
quality indicators that we are used impact ranking most importantly though ratings and reviews are benchmarks that users depend on when looking for authentic relevant feedback. All of this functionality is accessible simply by using a structured data markup. Now that we just covered claiming your action. Let's discuss by help creating a custom conversational action. You can take advantage of the best that both actions on Google and the Google Assistant have to offer so you can either use markup to optimize your existing content for a more assistive
experience or you can decide to build custom actions with a much more conversational in AI Focus to take full advantage of the Google Assistant. The best path is to build a custom conversational action will now discuss the thought process rational and overview of creating these custom actions to start you will most likely need to revisit your conscience identity for the AI first world your action will need more than just Graphics. It will need a fully developed personality. So for example, if you're content funny or serious what voice will represent your content and how can you tell her the
personality of Your Action to stand out in a conversational environments users are not just looking to access your website in an audio forum. The more richer conversational interaction the more we convinced a gesture actions to increase Discovery assistant learn from the directory and other information about which actions may be best for assisting the user with their needs. So rather than eating that include your Brand's name your contact me if you recommend it to the user our goal is to recommend actions that provide users with a really high-quality end-user experience in the best way
to treat this more tailored brands of experience is statistic the actress on Google developer console and create a custom action from scratch many providers both large and small have elected to go the custom action route. We've been working with Partners like Food Network to enhancer user experience with custom actions. Can I hear Food Network's custom action is being triggered. My name ingredients for chef. What's on now? Right now on Food Network. We've just started an episode of The Pioneer Woman Diners Drive-Ins and Dives is coming up at 11 a.m. Pacific. You can ask
for episode details or for recipe. Which would you like some episode recipes? recipes from The Pioneer Woman The Middle's the first one Skillet Alfredo, you know, it's me for later. Okay. I just sent this recipe to your email address. What else can I help you with? Food Network's custom conversational action, which you just experienced helps users find inspiration in the kitchen across devices with those displays and I like ice resurfaces such as Google home. Not only can you search find recipes from your favorite chefs and shows that they can also send recipes
via email and see upcoming showtimes Food Network optimizes their content for the conversational World increased several opportunities for engagement first users can ask when their show is on air then they can ask for the recipe currently being prepared on the show. And then finally they will have the ability to share the recipe outside of assistant to enjoy later in natural language all elements of a conversational flow are usually woven together in a coherent thread that includes context relevant information and anticipates their behavior.
This is the new actions on Google developer console, which makes it easier than ever to create custom actions for your content. When you trade a project you can choose from several categories that will Taylor your workflow. So whether you're a podcast provider trying to allow new users to discover your content or a news provider attempting to re-engage with your followers, the actions of Google developer console isn't the place to get started. the consul's workflow glad you through the different stages of development first set up some additional information about how you would like
to be discovered build actions that will help users get things done with the information that they both want and need pentester actions either on devices or by using our new web Simulator 2 run-through user flows, then deploy your actions either to production or too limited Alpha and beta audience and finally measure the success of your actions with additional Rich analytics on usage errors and Discovery Channel's it's as simple as set up build test the floor and measure There are numerous services that you could Target with your custom actions including those with
audio output and those are screen output. Building custom actions will allow you to tailor The Experience based on the device being used for devices with screens including phones televisions or smart displays you to craft special responses that really take advantage of the screen. If you're a podcast provider consider showing video clips and images that can play alongside. The audio using recipe providers can rent a rich Graphics to add even more meaning to our story or recipe. However, don't forget to also optimized for the eyes and hands-free experiences that speakers have to offer
whether it's getting ready in the morning or running out the door to commute to and from work just one always have the ability to interact with the display. You just won't have the time to browse a website for information if they need to keep their eyes on something else or if their hands are full. These are critical opportunities Dorado users day that you'll be able to present some really key information such as new stories or brand new episode of your podcast. For example, we built the assistant leveraging the latest advances in machine learning Ai and natural language processing
along with Google technology stack to create a really Advanced assisted experience and you two can leverage this power while creating at your actions in a multitude of ways. Start actions are full of endless opportunities of cards to display substantial on-screen information in the form of text hyperlinks in images for your content. You can also leverage speech synthesis markup language or SML to make your responses even more lifelike then play around with her Branson customizations to control your conscience visual appearance,
especially in some of our beautiful new smart displays. So here's an example of a Barry's custom action could look like running on a smart display by leveraging theme customizations that were configured and the actions on Google developer console. This is an awesome opportunity for Bear to show off a nice pic photo stroopwafels along with the length of the full recipe that really help her content stand out. Actions are personal custom conversational actions allow you to use Google Assistant location and context awareness onesite accounting and use our storage to tailor your
experiences for individual users of your actions. If you're content provider the Google Assistant for such a special opportunity for you to interact with your users, the signed in nature of assistant will lie to provide personalized podcast recipe and new story recommendations. You can also use the assistant to augment the content consumption experience for podcast providers. You can give additional information about gas and Stories being discussed on a given episode. If your news provider use Google Assistant to help guide users and provide them with augmenting information about people
and places being discussed along with relevant recommendation recommendation such as articles and new stories. Berrington also lovers personalization for the custom actions for her recipe content. So they would benefit from knowing users name or location suppose. Barry wants to suggest a freezer spell econfina purchase ingredients and supplies for a recipe. She can also suggest, and green is that might appear in a recipe or pairing drinks and side that would go well with a recipe station to provide recipe search for users in a wide variety of languages.
Actions are very engaging with custom conversational actions. You can use action links to share URL that would be blink users directly into your action for your content. You can also an update API to inform users about upcoming shows stories and special events using push notifications. The updates API can also allow Barry to send daily recipes Instagram users. Custom conversational actions aren't even transactional by taking advantage of our transactions API along with account linking you can leverage transactions to allow users
to seamlessly purchase premium content merchandise and other physical or digital Goods. This was just an overview of the few of the things that you could do by creating custom actions and there's much much more even when you're at best. There's always room to grow with custom conversational actions. In conclusion structured mark up an amp allow you to take your existing web content and Optimizer for both Google search and Google Assistant. You will also be eligible for having a page in the actions directory. In fact many of you have already completed the necessary
markup for your content. If so, you'll notice that there is already a page in the directory read it then clean your Action cleaning will allow you to modify your directory listing view analytics and receive ratings in written reviews for your conscience. However to go above and beyond the limitations of markup visit the actions on Google developer console to create a custom conversational action doing so will lie to use many exciting personalization engagement and transactional features in apis as you build out your custom actions the opportunities for what you can create
for your content are truly endless. We cannot wait to see what you can build with custom conversational actions to leverage the full power of both actions on Google and the Google assistant and if you haven't done so already you've also seen how to get started with structured data markup and reach Google Assistant users looking for answers and help getting things done throughout their day to see some really awesome demos. Go ahead and check out our assistant sandbox and flowers have one-on-one assistance with any of your questions. Thank you, and we hope you all continue
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