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Voice Search Revolution in Google

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Voice search Saves Time and Attention to Consumer > Therefore it will SPREAD
Main Ad Platforms (Google, FB & Amazon) will collect more data and retarget consumer based upon home conversation
Voice Searches is a Massive Future Marketing Opportunity, Act now

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Voice Search Revolution in Google

  1. 1. ©XagoEuropeSA–Confidential–AllRightsreserved 1 SEO in a Google Voice Search world
  2. 2. 2 ©XagoEuropeSA–Confidential–AllRightsreserved © 2005-2018 Alessandro Agostini. All rights reserved. Do not replicate this material. No part of this document, presentation and/or accompanying materials may be reproduced or transmitted in any form by any means graphic, electronic, video, audio, or mechanical without prior permission from the publisher. The contents of this presentation reflect the author’s views acquired through experience in the marketing field under discussion. In preparing this document effort has been made to offer the most current and clearly expressed information possible. However, inadvertent errors can occur, and applicable laws, rules and regulations often change. The information, links, recommendations, and implications contained in this material are comments and opinions at best and should not be taken, used, or followed without personal consultation with the site owner. This information is not intended for use without professional advice. Further, the information contained herein is intended to afford general guidelines on matters of common interest. Alessandro Agostini disclaims any responsibility for positions taken by others or for any misunderstanding on the part of any other parties. Google, Amazon, Youtube, Facebook, Baidu, Yandex, Bing, Yahoo, News Corporations, Ipad and any other brand mentioned and/or shown are trademark owned by respective companies.
  3. 3. 3 ©XagoEuropeSA–Confidential–AllRightsreserved My Favorite City… My Favorite Movie… Quote from Juan Antonio «only unfulfilled love can be romantic»
  4. 4. 4 ©XagoEuropeSA–Confidential–AllRightsreserved Agenda • Understand “Voice Search” Environment • What happens when you “voice search” in Google • SEO tips for Google Voice Assistant • Voice Actions & Amazon Alexa
  5. 5. 5 ©XagoEuropeSA–Confidential–AllRightsreserved AVANTGRADE: «AI FIRST» SEO AGENCY SEO Artificial Intelligence Digital Strategy Training Web Analytics SEM In business since SEO was born (former “Bruce Clay Europe”)
  6. 6. 6 ©XagoEuropeSA–Confidential–AllRightsreserved Voice Search in Google «A guy with a 20 hours weekly contract can get a € 80,000 mortgage?» Source: Google Search Query Report – Campaign Financial services -11/10/2018
  7. 7. 7 ©XagoEuropeSA–Confidential–AllRightsreserved Voice Search in Google «how much time is needed to a retired person to get a loan of € 35,000 for repairing a flat » Source: Google Search Query Report – Campaign Financial services -31/10/2018
  8. 8. 8 ©XagoEuropeSA–Confidential–AllRightsreserved New Paradigma From Short Keywords to Voice Questions in Natural Language “ LOAN “ “CAN I GET A LOAN AT 20 YEARS…“
  9. 9. 9 ©XagoEuropeSA–Confidential–AllRightsreserved Why people search with Voice An increasing amount of people are searching with their voice instead of writing. Multi tasking Faster on mobile No visual attention needed
  10. 10. 10 ©XagoEuropeSA–Confidential–AllRightsreserved Popular Voice query Usage  Location based info: map, directions, phone  “Direct answer" queries: weather now, etc  Cooking ( video recipes & multitasking)  Music  Entity names (population of NY)  Sport scores
  11. 11. 11 ©XagoEuropeSA–Confidential–AllRightsreserved What teens/adult search whit Voice
  12. 12. 12 ©XagoEuropeSA–Confidential–AllRightsreserved What happens when you do a voice search in Google?
  13. 13. 13 ©XagoEuropeSA–Confidential–AllRightsreserved Voice & Audio activity in Google Google records your voice when you activate it + plus a few seconds before To activate Google Voice Search • Saying commands like "Ok Google" • Tapping the microphone icon • Use Google Search App ( or Map or Youtube) Your audio is saved to your account only when you're signed in and Voice & Audio Activity is turned on.
  14. 14. 14 ©XagoEuropeSA–Confidential–AllRightsreserved Voice & Audio activity in Google Check yours here: https://myactivity.google.com/myactivity
  15. 15. 15 ©XagoEuropeSA–Confidential–AllRightsreserved Voice & Audio activity in Google Check yours here: https://myactivity.google.com/myactivity
  16. 16. 16 ©XagoEuropeSA–Confidential–AllRightsreserved The query processing Steps a) ASR (Auto speech recognition) b) Transcription c) Query Understanding d) Classifiers e) Scoring f) Adjustments
  17. 17. 17 ©XagoEuropeSA–Confidential–AllRightsreserved The query processing Steps a) Auto speech recognition is very reliable b) After 1st transcription happens, classifiers & spelling suggestions re-adjust and fine tune transcription. c) Voice query understanding uses: entities (London = City), cards (weather, sport…), previous sessions, location, device, account history d) Extra Classifiers might re-adjust and fine tune query understanding e) Scoring signals will rank best pages / elements
  18. 18. 18 ©XagoEuropeSA–Confidential–AllRightsreserved Open Google App & SAY «RESTAURANT RONDON» Google Writes “LONDON” instead of RONDON
  19. 19. 19 ©XagoEuropeSA–Confidential–AllRightsreserved SEO tips for Google Voice Assistant
  20. 20. 20 ©XagoEuropeSA–Confidential–AllRightsreserved Start with a Solid Keyword Research ACTION AWARENESS INTEREST DESIRE
  21. 21. 21 ©XagoEuropeSA–Confidential–AllRightsreserved Is it a Voice Searcg? How to assess QUERY LENGHT DEVICE TYPE MISPELLING
  22. 22. 22 ©XagoEuropeSA–Confidential–AllRightsreserved Voice Search SEO Tips Once you a define your target voice queries, for each of them a) Build your web page with a QUESTIONS AND ANSWERS structure similar to the Knowledge Graph b) Start the page with the most important STRAIGHT ANSWER related to the question (max 20-25 words) c) Add secondary sub-questions that may relate d) Remember local questions & Near Me Query e) Use Scherma.org to clarify entities f) Be carefull with “local language nuances”
  23. 23. 23 ©XagoEuropeSA–Confidential–AllRightsreserved Language nuances are still improving ASCENSORE LIFT https://it.m.wikipedia.org/wiki/File:Italia_Bandiera.png https://it.wikipedia.org/wiki/Bandiera_della_Svizzera
  24. 24. 24 ©XagoEuropeSA–Confidential–AllRightsreserved Google assistant understands «Ascensore» Show me an image of a «ASCENSORE»
  25. 25. 25 ©XagoEuropeSA–Confidential–AllRightsreserved Google assistant does not understand dialects Show me an image of an «LIFT»
  26. 26. 26 ©XagoEuropeSA–Confidential–AllRightsreserved Executive Summary (draft)  Voice search Saves Time and Attention to Consumer > Therefore it will SPREAD  Main Ad Platforms (Google, FB & Amazon) will collect more data and retarget consumer based upon their home conversation  Voice Searches is a Massive Future Marketing Opportunity, Act now
  27. 27. 27 ©XagoEuropeSA–Confidential–AllRightsreserved LIFE IS TOO SHORT to DIGIT… SAY IT!!!
  28. 28. ©XagoEuropeSA–Confidential–AllRightsreserved 28 Via San Gottardo, 61 6828 Balerna (TI) - SWITZERLAND +41 091 6829583 +39 02 87366901 www.AvantGrade.com Ale Agostini Director of AvantGrade https://www.linkedin.com/in/aleagostini/ https://www.facebook.com/agostiniale/

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