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Digital Assistants: Optimizing for Voice Search


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This is a deck I created and presented to my team about digital assistants, voice search, and what it means for search marketing.

Inspired by the Adweek and iProspect webinar: Optimizing for Voice Search: Real Talk About AI and Intelligent Agents (

Published in: Marketing
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Digital Assistants: Optimizing for Voice Search

  1. 1. Digital Assistants: Optimizing for Voice Search
  2. 2. What is a Digital Assistant? A digital assistant is a computer program leveraging artificial intelligence that can understand a variety of inputs (text, voice, data) in order to answer questions and carry out tasks for an individual.
  3. 3. Digital Assistant Adoption 710m people in 2017 500m people in 2016 1,016m people in 2018 1,376m people in 2019 1,642m People in 2020 1,831m people in 2021
  4. 4. Types of Digital Assistants
  5. 5. Types of Digital Assistants
  6. 6. Types of Digital Assistants
  7. 7. Types of Digital Assistants
  8. 8. Global Digital Assistants Use by Platform (in Millions)
  9. 9. It’s Not Just Millennials
  10. 10. 1. Decreased Digital Overload For the love of God, not another screen.
  11. 11. 2. Hyper- Personalization Custom is the new normal.
  12. 12. 3. Improved Word Error Rates I like big butts and a can of limes.
  13. 13. 4. Contextual Understanding Your aren’t searching, but conversing.
  14. 14. 5. Simplified Path to Purchase Alexa, order my Starbucks.
  15. 15. 6. Relevance Ain’t nobody got time for that.
  16. 16. “By 2020, 50% of search will come from voice.
  17. 17. Correct Listings Brands must update and manage local business listings to ensure accuracy. This includes third-party listings on Yelp, TripAdvisor, and Angie’s List. Local and Mobile Calls-to-Action In your listings, use strong CTAs like Call Now, Get Directions, or Make Reservations. Leverage site extensions where possible for users to take action from SERPs.
  18. 18. Voice
  19. 19. Keywords used in text and voice search differ in length
  20. 20. Make Answers Easy to Find If a searcher asks their assistant for the nearest Italian restaurant or the cheapest place to buy a tuxedo, the digital assistant will turn to your structured local and product data to answer the question. Structured Data
  21. 21. What next? Areas digital marketers should think about in the near future.
  22. 22. Bye, Humans. Many brands have already invested in and built bots to provide customer service, answer questions, or just promote products. Bots
  23. 23. Digital Assistants Got ‘Em. Skills are the new apps. Through skills, companies can connect with home-speakers, like Amazon Echo and the upcoming Harman Kardon Cortana speaker, to reach customers through voice-based interactions. Skills
  24. 24. Thank You! Whitepaper Webinar