1.
https://www.linkedin.com/in/stephaniepreyer/
VOICE VISIBILITY: TRACKING VOICE
RESULTS ON GOOGLE & ALEXA
Steff Preyer //
Rabbit & Pork //
@rabbit_andpork

2.
Slideshare available here:
wearerabbitandpork.com/BrightonSEO

3.
Today, we
will learn
QUANTIFY
THE
OPPORTUNITY
STEAL
MARKET
SHARE
TRACK,
REPORT,
IMPROVE

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.
More UK
households own a
smart speaker than
a pet rabbit.

6.
Devices in the
market
@rabbit_andpork

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.
THERE IS NO SECOND RANKING

9.
Quantifying the opportunity
for your brand

10.
Answer boxes = voice results,
right?
Hey Google
*lights up*
What is the best
Dyson vacuum?
According to
Nerdwallet, Dyson
V6 Motorhead…
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11.
The process
• Keyword
• Answer (Y/N)
• Answer Type
• Response
• Domain
• URL
• Matching (Y/N)
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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.
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.
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.
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.”
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3%

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.
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.
FMCG results
500
263
237
59
134
47
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19.
Vertical
variance
Insurance Transport
HotelsRestaurants
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20.
Ability to
answer
High
Low
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Opportunities to:
Fill knowledge gaps
or
Usurp competitors

21.
Comparing results
over time
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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.
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
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23.
How to gain voice results

24.
Focus efforts on areas you
can have an impact
No
answer
Featured
snippet
Knowledge
Graph
GMB
Built in
feature
Action
prompts
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25.
How do we gain
Answer Boxes?
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26.
On-page
optimisation
Research to find
questions
Answering the
question
Page-level SEO
Using the correct
HTML structure
Schema Tracking & updating
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27.
BUT…
Voice optimisation is about much more
than Answer Boxes

28.
What is a
Google Action?
Google Home Google Assistant Google Actions
is powered by the works with
@rabbit_andpork

29.
What is an
Alexa Skill?
Amazon Echo Alexa Alexa Skills
is powered by works with
@rabbit_andpork

30.
1st party vs
3rd party
Built in
feature
Actions &
Skills
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31.
External discoverability of
Actions & Skills
Marketing
Website | Email | Spotify ads |
Display | Social accounts
Directory
@rabbit_andpork

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.
Putting this into
practice
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Property

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.
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.
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.
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
…. ….
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38.
So what % of searches are actually conducted via voice?

39.
Property market
results
22%
78%
Voice
Web
@rabbit_andpork

40.
More than one
Action? Brand
Association
Depth & quality
of invocation
phrases
Ratings
Usage statistics
@rabbit_andpork

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.
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.
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.
Thank you
Download the latest voice ranking reports now from
wearerabbitandpork.com
Slideshare: wearerabbitandpork.com/BrightonSEO