In this talk from Brighton SEO, Chris gives some insights about the uses of / trends in Voice Search from Google Keyword Planner / Trends data .

1. Voice Search:
Insights and Trends
From Google
Keyword Research
Chris Byrne
Freelance SEO Consultant
@seotipsntricks
www.seolondonsurrey.co.uk/blog

2. #brightonseo

4. Launched in 2012 as feature of Google Search
of the Google app for Android and iOS.
Now part of Google Assistant (can engage in
two-way conversations).

5. 2016
 "....no official nor relevant voice search
tool exists yet. Which means that it is
impossible to get data from queries
that people are voicing with their
Google Now..." (thedrum.com/opinion/2016/05/11/your-brand-really-speaking-same-language-
voice-searchers-around-globe)

7.  In influential Silicon Valley venture
capitalist & analyst Mary Meeker’s annual
Internet Trends report for 2016, she stated
that “Google Trends imply queries
associated with voice-related commands
have risen >35x since 2008 after launch of
iPhone & Google Voice Search.”

10.  A line trending downward or upward in Google
Trends means that a search term's RELATIVE
popularity is simply decreasing or increasing.

11.  “The numbers that appear show total
searches for a term relative to the total
number of searches done on Google over
time. A line trending downward means that
a search term's relative popularity is
decreasing. But that doesn’t necessarily
mean the total number of searches for that
term is decreasing. It just means its
popularity is decreasing compared to other
searches.”

12.  Google stated, the "numbers represent
search interest relative to the highest point
on the chart. If, at most 10% of searches
for the given region and time frame were
for e.g. 'pizza' we'd consider this 100 (the
highest point on the chart). This doesn't
convey absolute search volume."

13.  They also state, "each data point is
divided by the total searches of the
geography and time range it represents, to
compare relative popularity." See
https://bit.ly/3t8MIEI

14. ”...Voice search is more likely to involve
entertainment topics as food, drink, recipes,
movies, shopping, travel, local business or
to be used for multimedia information
search, such as video and music.”
https://bit.ly/3yz4sKp

15.  Google CEO Sundar Pichai announced during
his 2016 Google I/O keynote that 20 percent of
queries on its mobile app and on Android
devices were voice searches.

16. Google Products

17. Google Nest
 2017 data

18. Google Home
 Phillips Hue etc
 2021 UK data

20. Google Glass
 Google stopped selling Glass to individual
customers through its Explorer program in
early 2015 (keyword research from late
2015).

24. Current UK Data

25. Global Trigger Sample Phrase
Volumes

26. Context
 45,000,000+ searches monthly avg. on Google in UK
for word “facebook”.
 Research has reported on inaccurate wake word
 detection, like “cocaine noodles” instead of “OK
Google.”

29. Other Products

30.  Activated differently (not by voice)

32. First Mover Advantage?

33. Other Platforms

38.  2018 Study: 80% of Google Home results
come from featured snippets
 https://bit.ly/3gQbwMy

39. People Also Asked (Aug 21 data)

40. Free Tools

41. https://answerthepublic.com/
http://keywordtool.io/
https://ahrefs.com/webmaster-tools

44.  https://searchresponse.io/people-also-ask
1) search using words or phrases that you would like
contained within the PAA. (Ex: keto diet)
2) enter a domain and find all the PAA questions answered
by the domain. (Ex: healthline.com)

45. 3) enter a URL and find all the PAA questions
answered by the URL. (Ex:
healthline.com/nutrition/ketogenic-diet-101)

46. 1) Know Your Tools
2) Check The Stats In Your Expert’s
Thought Leadership
3) Trends on Google can also be followed
with Keyword Planner

47. 4) FAQ schema
5) Speakable schema.org property identifies
sections within an article or webpage that are best
suited for audio playback using text-to-speech
(TTS) . (Beta – US only)

48.  6) Google My Business is key to any local
related searches.
 7) 80% of Google Home results come from
featured snippets. Thus to a certain
extent, attempting to optimise for the
featured snippet may be considered
optimising for certain Google Voice
searches.

50. Thanks!
@seotipsntricks
Slides: www.seolondonsurrey.co.uk/blog
 https://www.reddit.com/r/Voice_Search/

51. #brightonseo