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Voice optimisation: Tracking voice results on Alexa and Google

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Voice is top of the agenda for most marketeers in 2019. However, finding a starting point is difficult due to a lack of reporting tools and the infancy of the market. In this presentation, we discuss how our research can help brands to understand where to focus from Google Actions to Alexa Skills to SEO and other methods.

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Voice optimisation: Tracking voice results on Alexa and Google

  1. 1. https://www.linkedin.com/in/stephaniepreyer/ VOICE VISIBILITY: TRACKING VOICE RESULTS ON GOOGLE & ALEXA Steff Preyer // Rabbit & Pork // @rabbit_andpork
  2. 2. Slideshare available here: wearerabbitandpork.com/BrightonSEO
  3. 3. Today, we will learn QUANTIFY THE OPPORTUNITY STEAL MARKET SHARE TRACK, REPORT, IMPROVE
  4. 4. Why voice now? Smart speaker installations have exceeded 100M 1 Billion voice searches per month Voice commerce sales predicted at $40 billion by 2022 65% smart speaker owners can’t imagine going back to life without it @rabbit_andpork
  5. 5. More UK households own a smart speaker than a pet rabbit.
  6. 6. Devices in the market @rabbit_andpork
  7. 7. Voice assistant use case frequency 90% 85% 91% 69% 66% 71% 38% 58% 47% 52% 41% 41% 34% 41% 35% 50% 26% 76% 69% 73% 48% 48% 52% 30% 39% 30% 31% 23% 24% 18% 26% 20% 27% 42% 41% 33% 26% 25% 24% 21% %ofrespondents Use Daily Use Monthly Have Ever Tried @rabbit_andpork
  8. 8. THERE IS NO SECOND RANKING
  9. 9. Quantifying the opportunity for your brand
  10. 10. Answer boxes = voice results, right? Hey Google *lights up* What is the best Dyson vacuum? According to Nerdwallet, Dyson V6 Motorhead… @rabbit_andpork
  11. 11. The process • Keyword • Answer (Y/N) • Answer Type • Response • Domain • URL • Matching (Y/N) @rabbit_andpork
  12. 12. 25 different result types No Response Answer Answer - Location Result (3 listings) Answer - Location Result (3 listings) - Old Style Answer - Knowledge Graph Answer - News Playback Answer - Location Result (1 listing) Answer - Action prompt Answer - Link on Google Home app Answer - Location Result (2 listings) Answer - Definition Answer - Action Reminder Answer - Flight search Answer - Action Musical note Answer - Location Result (2 listings) - Old Style Action Response Answer - Easter Egg Answer - Traffic Answer - Image Answer - Map suggest Answer - Translation Answer - Navigation Answer - Movie review Answer - Action prompt (Open) Answer - GMB Review @rabbit_andpork
  13. 13. Answer boxes ≠ Assistant results User – “Ok Google, moped insurance” Google Assistant – “Sorry, I'm not sure how to help with that" Insurance@rabbit_andpork 20%
  14. 14. Google My Business User – “OK, Google, Hotels in Shoreditch” Google Assistant – The 1st one is “Travelodge London Central City Road at 1-23 City Rd in London.” The 2nd one is “Qbic Hotel London City at 42 Adler St in London.” The 3rd one is “Travelodge London Central Kings Cross Royal Scot at 100 King's Cross Rd in London.” @rabbit_andpork 17%
  15. 15. Knowledge Graph User – “Ok Google, what to do in Manchester” Google Assistant – “Attractions in Manchester include Old Trafford, Museum of Science and Industry, National Football Museum and others.” @rabbit_andpork 3%
  16. 16. Whitelisted phrases Some phrases are “whitelisted” on Google voice search, so they can’t be targeted by third parties Music Reviews Reminder Flights Traffic Definition “bass guitar tuner” “movie reviews” “When is my MOT due” “flights to Tokyo” “traffic updates” “What is a Hernia” Sure. Which musical note do you want to hear? Reviews for which movie? I couldn’t find anything related to MOT Upcoming roundtrip flights from London start at £1,096.00.Wher e do you want to go? There's heavy traffic in NW1, London. Hernia. a condition in which part of an organ is displaced .. @rabbit_andpork
  17. 17. 23 different verticals • Alcohol • Automotive • Business • Charity • Education • Entertainment • Fashion • Finance (banking) • FMCG • Gaming / Gambling • Health • Homewares • Hotels • Insurance • Music • News • Property • Restaurants • Sports • Technology • Transport • Travel • Utilities 10,000 queries Mix of generic and question based key phrases One vertical per day, set as London @rabbit_andpork
  18. 18. FMCG results 500 263 237 59 134 47 @rabbit_andpork
  19. 19. Vertical variance Insurance Transport HotelsRestaurants @rabbit_andpork
  20. 20. Ability to answer High Low @rabbit_andpork Opportunities to: Fill knowledge gaps or Usurp competitors
  21. 21. Comparing results over time @rabbit_andpork 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Q1 2019 Q4 2018 Q3 2018 Q2 2018 Answer - ABR Answer - Action Prompt Answer - Device Prompt Answer - Flight Search Answer - Google Maps Answer - Google Whitelist Answer - Home Automation Answer - Image Answer - Knowledge Graph Answer - Link on Google Home App Answer - Location Answer - Recipe Action Answer - Similar Question Answer - User Info No Response Q2 2018 – Q1 2019 results
  22. 22. New types of responses -100 0 100 200 300 400 500 600 700 800 900 -10 0 10 20 30 40 50 60 70 80 90 Q2-18 Q3-18 Q4-18 Q1-19 Knowledge Graph Events Similar question Short ABR + Link to App Short ABR @rabbit_andpork
  23. 23. How to gain voice results
  24. 24. Focus efforts on areas you can have an impact No answer Featured snippet Knowledge Graph GMB Built in feature Action prompts @rabbit_andpork
  25. 25. How do we gain Answer Boxes? @rabbit_andpork
  26. 26. On-page optimisation Research to find questions Answering the question Page-level SEO Using the correct HTML structure Schema Tracking & updating @rabbit_andpork
  27. 27. BUT… Voice optimisation is about much more than Answer Boxes
  28. 28. What is a Google Action? Google Home Google Assistant Google Actions is powered by the works with @rabbit_andpork
  29. 29. What is an Alexa Skill? Amazon Echo Alexa Alexa Skills is powered by works with @rabbit_andpork
  30. 30. 1st party vs 3rd party Built in feature Actions & Skills @rabbit_andpork
  31. 31. External discoverability of Actions & Skills Marketing Website | Email | Spotify ads | Display | Social accounts Directory @rabbit_andpork
  32. 32. Ok Google, talk to the Trainline Ok Google, what time does the train from Manchester to London leave? Ok, for that you can talk to the Trainline. Does that sound good? Sure, here’s Trainline EXPLICIT INVOCATION IMPLICIT INVOCATION Discoverability using invocation @rabbit_andpork
  33. 33. Putting this into practice @rabbit_andpork Property
  34. 34. We decided to run an experiment 1. For queries without an answer does Google suggest our action? 2. Does our action trump an Answer Box result? @rabbit_andpork
  35. 35. Using Google Actions to answer queries Hey Google, What is the average house price in Coventry? For that you can talk to House Prices. Is that ok? Yes “Ding” The average house price in Coventry is … @rabbit_andpork
  36. 36. Changes in results over time 0 50 100 150 200 20/07/2018 27/07/2018 03/08/2018 13/08/2018 20/08/2018 28/08/2018 04/09/2018 #ofkeyphrases Date Answer - Similar Answer No Response Answer - Link on Google Home app Answer - Implicit Invocation Answer Our action pushed to live Optimisations pushed live @rabbit_andpork
  37. 37. The data Matched spoken phrase Impressions whats the average house price in $location:location 458 average house price in $location:location 428 average house price $location:location 429 …. …. Voice Data Not all the voice queries suggest the action Total voice searches = 1,506 p/mWeb searches from AdWords = 5,400 p/m Web data (441 locations) Key Phrases Searches per month UK average house price in London 1900 average house price in Bristol 320 average house price in Scotland 260 …. …. @rabbit_andpork
  38. 38. So what % of searches are actually conducted via voice?
  39. 39. Property market results 22% 78% Voice Web @rabbit_andpork
  40. 40. More than one Action? Brand Association Depth & quality of invocation phrases Ratings Usage statistics @rabbit_andpork
  41. 41. Insights from Actions & Skills Understand your customers at a personal level See questions being asked See changing user behaviour Guiding the user journey Understand how people want to interact with your brand Discover product development opportunities @rabbit_andpork
  42. 42. Voice optimisation process Check voice results Classify voice results Optimise featured snippets Decide if there is an opportunity Action / Skill use case Dev action skill Launch Optimise Optimise GMB @rabbit_andpork
  43. 43. Key takeaways The landscape will change Several methods are being used to grow the market Check voice results to decide if there is an opportunity More to gaining voice results than Answer Boxes Find a useful reason for an Action / Skill Track and optimise It’s not just Google @rabbit_andpork
  44. 44. Thank you Download the latest voice ranking reports now from wearerabbitandpork.com Slideshare: wearerabbitandpork.com/BrightonSEO

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