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Voice Search and Beyond

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Understanding & Leveraging Search By Voice. PRESENTATION: Voice Search and Beyond - Given by Greg Sterling, @Gsterling - Sterling Marketing Intelligence, Founding Principal. #SMX #13A

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Voice Search and Beyond

  1. 1. March 3, 2015 Voice Search & Beyond . . . Greg Sterling Contributing Editor, Search Engine Land + VP Strategy & Insights, LSA @gsterling
  2. 2. searchmarketingexpo.com @gsterling #SMX #13a Big Picture: The Evolution of Search From this To this And this
  3. 3. searchmarketingexpo.com @gsterling #SMX #13a Brought to You By • Speech recognition • Mobility (+ sensors) • Big data/cloud • Machine learning/artificial intelligence
  4. 4. searchmarketingexpo.com @gsterling #SMX #13a • Decades of research on speech recognition (since 1950s) • Phone based 1-800-GOOG-411 launched in 2007 (shuttered in late 2010) • Ford Sync (MSFT) debuts in 2007 • Google intros mobile voice search in 2008 • Siri launches as startup in late 2009 • Apple buys Siri 4/10 and integrates “her” into iPhone 4s (2011) • Google introduces Google Now (6/12) • Microsoft launches Cortana (4/14) Brief History of Voice Search
  5. 5. searchmarketingexpo.com @gsterling #SMX #13a “25% of Android searches in the U.S. are voice searches” - Google Executive Chairman Eric Schmidt (September 2010) 2010: Android Voice Queries
  6. 6. searchmarketingexpo.com @gsterling #SMX #13a However Google Voice Search now operates in more than 30 languages and on the PC. Google has continued to expand availability Nothing Since Then
  7. 7. searchmarketingexpo.com @gsterling #SMX #13a June 2014 All Android-powered devices (KitKat+) respond to the hotword “OK, Google” “OK Google”
  8. 8. searchmarketingexpo.com @gsterling #SMX #13a People who search with their voice are nearly 3X more likely to be looking for local results - Chitika, October 2010 Local Queries Favored
  9. 9. searchmarketingexpo.com @gsterling #SMX #13a “Say What? Why users choose to speak their web queries” Google report by Maryam Kamvar, Doug Beeferman (2010) Average query length: 5 – 6 words; Local queries more common than other categories Query Length
  10. 10. searchmarketingexpo.com @gsterling #SMX #13a 75% Source: comScore, February 2014 By end of 2015 in excess of 80% US Smartphone Penetration
  11. 11. searchmarketingexpo.com @gsterling #SMX #13a 60%*40% *Apps claim majority of time (88%) Source: comScore, Nielsen, Flurry (2014 – 2015) Digital Media Time
  12. 12. searchmarketingexpo.com @gsterling #SMX #13a • Notwithstanding love for the BlackBerry keyboard • They’re not well adapted to mobile usage Mobile Keyboard Problem
  13. 13. searchmarketingexpo.com @gsterling #SMX #13a • Google has (unofficially) projected mobile search volumes to exceed PC volumes globally 2015 • Roughly 40% to 50%* of mobile search carries a local intent (Google, Microsoft) *Source: public company statements (2012 – 2014) More Mobile Search = More Voice
  14. 14. searchmarketingexpo.com @gsterling #SMX #13a • 40% of survey respondents use voice for directions • 39% to dictate text messages • 32% to initiate calls • 27% to check weather Teens: 55% use voice search daily Source: Northstar Research (10/14); n=1,400 US users over 13 Younger Users Daily
  15. 15. searchmarketingexpo.com @gsterling #SMX #13a Source: Thrive Analytics/LSA n=1,789 smartphone users (2015) Reasons for Voice Search
  16. 16. searchmarketingexpo.com @gsterling #SMX #13a Source: Thrive Analytics/LSA n=1,789 smartphone users (2015) Voice Search Frequency
  17. 17. searchmarketingexpo.com @gsterling #SMX #13a % of Voice Search by Age Group Source: Thrive Analytics/LSA n=1,789 smartphone users (2015) General consistency across age groups
  18. 18. searchmarketingexpo.com @gsterling #SMX #13a • Gen X or Gen Y • $75K+ income • Male Android owner • Owns 4+ mobile devices • Clicks on mobile ads • Makes mobile purchases Super User Profile: 50%+ Source: Thrive Analytics/LSA n=1,789 smartphone users (2015)
  19. 19. searchmarketingexpo.com @gsterling #SMX #13a Assistants: Beyond Voice Input
  20. 20. searchmarketingexpo.com @gsterling #SMX #13a • Asked to "pick one thing you wish you could ask your phone to do for you," 45% of teens selected "send me a pizza." • Illustrates the desire to complete tasks and conduct transactions rather than generate search results Source: Northstar Research (10/14); n=1,400 US users over 13 Demand for More than SERPs
  21. 21. searchmarketingexpo.com @gsterling #SMX #13a Answers, Predictive Content • Personal assistant • Predictive search • Locally, contextually relevant info
  22. 22. searchmarketingexpo.com @gsterling #SMX #13a October 2014: • 71% of US smartphone owners under 30 have used (i.e. Siri, Google Now, Cortana); 57% overall • 63% use at least weekly with over 50% “on-the-go” Top uses: • 66% search for general information • 65% look for directions • 44% get weather • 31% set reminders, meetings and notifications • 20% search for deals for local products & services Source: Thrive Analytics, October 2014, n=2,058 Assistant Metaphor Replacing “Search”
  23. 23. searchmarketingexpo.com @gsterling #SMX #13a • Cortana is the UI but also a stack of technology and capabilities, including speech, NLU and Bing’s index • Bing the “intelligence engine” or “intelligence fabric” behind Cortana • Assistants the superset, search the subset Cortana the UI, Bing the Engine
  24. 24. searchmarketingexpo.com @gsterling #SMX #13a Assistant Usage Frequency Source: Thrive Analytics, October 2014, n=2,058
  25. 25. searchmarketingexpo.com @gsterling #SMX #13a Source: Thrive Analytics, October 2014, n=2,058 Digital Assistant Satisfaction
  26. 26. searchmarketingexpo.com @gsterling #SMX #13a Desired Improvements Source: Thrive Analytics, October 2014, n=2,058 • Anticipate needs • Contextual information • Personalization • Facilitate transactions via voice
  27. 27. searchmarketingexpo.com @gsterling #SMX #13a Conversational Search Source: Thrive Analytics, October 2014, n=2,058 Google creating “conversational search” model: • Builds on previous previous queries/history • Understands context • Contemplates multiple steps/queries • Oriented to task completion/transactions
  28. 28. searchmarketingexpo.com @gsterling #SMX #13a Future IoT: Voice + Touch UIs (Search Embedded)
  29. 29. searchmarketingexpo.com @gsterling #SMX #13a Conclusions/Recommendations • Over time: queries longer, more “conversational,” more specific • Mobile sites matter but traditional SERP less frequent; more “answers,” more “cards” • Structured data powers “cards” • Get location, services, product and other enhanced data into relevant places (e.g., Maps, GMB, Yelp, other 3rd party apps) • Mobile SEM: top 2 positions critical • Mobile display/native come to Google Now
  30. 30. searchmarketingexpo.com @gsterling #SMX #13a

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