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The Voice Search Revolution


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What is Voice Search

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The Voice Search Revolution

  2. 2. View Past Webinars
  4. 4. Beware: Voice Search Is Exciting • Everyone is talking about voice search. • At tech and marketing conferences you can’t turn around without bumping into someone saying “by 2020, 50 percent of all searches will be by voice.”
  5. 5. The Importance of Voice Search To understand the importance of voice search in the future you only need look at the amount of money tech giants are throwing at it. Estimates are that the tech giants are spending a combined 10% of their annual research-and- development budgets, more than $5 billion in total, on voice recognition.
  6. 6. Voice Search Has Been Around For a While Now… • It’s no longer a novel concept. • Marketing talk is now focused on how to negotiate with Google’s voice assistant, now powering a billion of devices. • Amazon’s Alexa, Apple’s Siri and Microsoft’s Cortana also assist customers with purchasing decisions.
  7. 7. 53% • Beyond home-based and mobile voice assistants, there's also a brave new world of ‘commuter commerce’. • More than half of drivers (53.3%) engaged with voice assistants while driving. • The majority uses assistants built into the vehicle’s dashboard.
  8. 8. Voice Shopping is on the Verge of Going Mainstream • Home assistant sales are rising year-over-year. • Yet Agencies & brands still are trying to figure out how to capture and engage with those voice search visitors.
  9. 9. Voice Search is Changing the Way Traditional Optimization Is Approached. • Many SEO’s are finding themselves shell-shocked by a conventional search disfigurement and scrambling to adapt. • The good news is you are not to late. You need to adapt now. • However, the clock is ticking which means the time is now to better adjust.
  10. 10. To Me, a Voice Search Is Very Simple 1. Takes a spoken query 2. Returns a spoken query result 3. Or, returns a screen query result What is Voice Search?
  11. 11. Today, Voice Search Is Still Only Great for Single Response Queries “What is the temperature outside?” A voice device would respond with some version of: "It is 70 degrees Fahrenheit."
  12. 12. Today, Voice Search Fails at Decision Support Voice-search-to-voice-response doesn’t work for decision support. Open-ended queries where we want Google to help us make a decision will fail. The query result in these cases can be ambiguous and requires further review. For example: “What’s the best Netflix series to binge-watch?”
  13. 13. My Point Is… • Don’t base your marketing strategy on the idea that, two years from now, no one will find your products and services using a browser. If you do, your marketing – and particularly your search marketing – will suffer. • We’re visual creatures. When we have choices, we want to see them. • Focus on the fundamentals of SEO.
  14. 14. What Is Voice Search? Voice search is a technology that allows users to perform internet searches by speaking aloud instead of typing into a search field. This is extremely convenient when your hands are otherwise occupied, or when you’re having a hard time seeing the screen.
  15. 15. Why Is Voice Search So Important? • The increase in reliability and expansion of technologies available have made voice searches more common. • With voice searches on the rise, it can play a key part in all of our lives. VOICE EVERYWHERE ANYTIME 100 MILLION VOICE ACTIVATED DEVICES
  16. 16. The Voice Search Revolution • Voice search isn’t “the next big thing.” It’s already here. • And when you dig deeper, things get even more interesting… • 25 percent of all Windows 10 desktop searches are done via voice.
  17. 17. Voice Is Going Mobile According to Google: 20 percent of all Google mobile queries are voice searches.
  18. 18. Voice Is Making Itself Heard Kleiner Perkins Reported: Voice search has grown 35x since 2008.
  19. 19. Who Is Using Voice Search? • Stone Temple Consulting found that the 35–44 age group has the biggest number of users. • Users in the 25–34 age range were the most comfortable using voice search in public.
  20. 20. Voice Search Is a Tool We Use Every Day Google found 41 percent of adults, and 55 percent of teens use voice search daily.
  21. 21. Voice Search – It’s Not Just for Kids Anymore Even older generations, typically more resistant to change and new technology, are increasing their use of voice-enabled technology. Some of the reasons we’re seeing this behavior are: • Avoiding a tiny keypad • A glaring screen • The practicality of voice communication • The benefits of smart home technology
  22. 22. The Practicality of It All Makes Its Popularity Obvious • The practicality, ease of use, and the advanced directions and commands that voice assistants can now perform and understand have given it a significant advantage in recent years. • Amazon Echo skills have now increased to 30,000.
  23. 23. Can You Hear Me Now? • Smart speakers are the next refrigerator – every home will have one. As more people search with smart speakers, marketers will need to adapt. Comscore expects that by 2020, 50 percent of all searches will be made by voice.
  24. 24. Why Is Voice Search Growing so Quickly? 3 Main Drivers
  25. 25. Why is Voice Search Growing so Quickly? First… Searching with your voice is 3.7x faster than typing, says Bing.
  26. 26. Second…. • Faster searches equals faster answers. • It’s no surprise that more people are using their voice instead of a keyboard. • Voice is perfect for mobile searches. In fact, Stone Temple finds that nearly 60% of mobile searchers use voice search at least “some of the time.”
  27. 27. Third… • Finally, voice search is more convenient. • That’s probably why more than half of respondents in a 2018 Stone Temple survey stated they use voice search so they “don’t have to type.”
  28. 28. Voice Search Is Revolutionizing Consumer Behavior Voice search is so simple and straightforward that it is changing consumer behavior and our local search strategies. Voice search is here to help searchers with anything they want without their ever typing a single word. People are no longer worried about typos. So they don’t know the correct spelling of quiche – they don’t care! Isn’t that convenient?
  29. 29. The Voice Search World As it turns out, searching with your voice is very different than typing. Specifically, voice search changes: • How people search. • When people search. • And what they search for.
  30. 30. Where Voice Technology Is Succeeding Human-to-machine voice interactions are changing how we interact with machines. “Smart speakers single- handedly brought radio back to the home,” according to Bret Kinsella, founder of The Voicebot Podcast. “People are much less likely to skip ads on Alexa. It’s more inconvenient to tell your Alexa to skip forward 30 seconds than it is to just let the ads play,” Kinsella said.
  31. 31. #1 Voice Changes How People Search • Searches are more conversational • Bing engineers noticed something interesting – voice search keywords are significantly longer than text-based searches.
  32. 32. Voice Changes How We Ask, Too And voice searches aren’t just longer… they’re less like “computer language.” In other words: they’re more conversational. Google itself has stated that 70% of searches on Google Assistant use “natural language.” For example, let’s say you want to start making cold brew coffee at home. A few years back, you’d probably type a short keyword like “make cold brew” into Google. When you search for the same thing with your voice, your query will be totally different.
  33. 33. #2 Voice Changes Where People Search Because voice search is so convenient, it’s being used more often – and in more places – than ever before.
  34. 34. People Are Open to Searching Everywhere • These searches are happening in places that you might not expect… • A Stone Temple Voice Study learned that people are significantly more likely to use voice search in public places – like a restaurant, at the gym… and even in a public bathroom – compared to last year.
  35. 35. #3 Voice Changes How People Get Search Results • Google is slowly changing from a search engine to an “answer engine,” said Oliver Heckmann, Head of Travel for Google. • In fact, thanks to SERP features like Knowledge Graph and Featured Snippets, the number of organic clicks has dropped by 37%, according to WordStream. • Why? Because you don’t need to visit a site to get your answer. It’s right there in the search results.
  36. 36. Search Engines Are Changing the Results They Deliver, Too • Google is using this same answer-focused technology to provide voice search results. • For example, let’s say you wanted to know how many calories are in an apple. • Back in the day, you’d search for something like “apple calories”… and be forced to sift through 10 different results. • But with voice search, you can get your answer read back to you within seconds.
  37. 37. Don’t Be Afraid • Optimize your content around 5+ word terms like these. • Sprinkle long keyword phrases within your content.
  38. 38. Backlinko’s Voice Search Study
  39. 39. Tip #1: Page Speed Is Very Important • Google’s voice search algorithm may use page speed as a key ranking signal. • In fact, the average voice search result page loads in 4.6 seconds (which is 52% faster than the worldwide average). • Therefore, if you want to rank in voice search, make sure your site loads as quickly as possible.
  40. 40. Tip #2: Secure Websites Dominate Google Voice Search Results • Google has stated that HTTPS can give your website a “minimal boost.” • The data suggests that HTTPS might play an even more important role in voice search than in desktop or mobile search. • In fact, they discovered that 70.4% of voice search result URLs have adopted HTTPS.
  41. 41. Tip #3: Voice Search Results Tend to Be Short and Concise Reading through Google’s Voice Search Rater Guidelines clearly shows they want voice search results that are very brief & to-the-point.
  42. 42. Tip #4: Keeping Questions and Answers Short and Sweet One of the most interesting findings is that Google tends to answer voice search queries with short, 29-word results. For example, the Google Home results for the query “are figs good for you” is 29 words.
  43. 43. Tip #5: Content That’s Easy to Read and Understand Ranks Well in Voice Search Google’s official Voice Search Rater Guidelines emphasizes “Elocution”… • This is basically: “Was it easy to understand the answer to your voice search?” • Needless to say, the simpler the language used, the easier it is for Google to nail the Elocution factor. • It was found that the average Google Voice Search result was written at a 9th-grade reading level.
  44. 44. Write Content With Natural Language • Voice searches are more natural and less robotic than keyboard searches. • And you want to write your content the same way. • That way, when someone searches for…
  45. 45. Embed Long-Tail Keywords Into Long-Form Content • Voice searches are significantly longer than keyboard searches. • One of the most surprising findings from Backlinko’s Voice Search Ranking Factors Study is this: Less than 2% of all voice search results had the exact keyword in their title tag. • Instead, Google will pull an answer from a page.
  46. 46. Tip #6: Add Google’s New Speakable Schema Google has announced new markup aimed at news publishers looking to get their content into the Google Assistant. This new markup, Speakable, enables publishers to mark up sections of a news article that are most relevant to be read aloud by the Google Assistant, including devices like Google Home.
  47. 47. Title Tag Optimization Doesn’t Appear to Play an Important Role on Voice Search SEO
  48. 48. Tip #7: Appearing in Featured Snippets Appears to Be Extremely Helpful for Voice Search SEO • Featured Snippets are ideal voice search results. They’re concise answers pulled from trusted, authoritative sources. • 40.7% of all voice search results came from a featured snippet.
  49. 49. Create Voice Search FAQ Pages • FAQ pages are PERFECT for voice search. • Why? Question keywords are on the rise. • Voice search results are 2x more likely to come from a well optimized FAQ page.
  50. 50. Tip #8: Include “Filler” Words in Question Keywords • You already learned that question keywords are on the rise. • And when you optimize for questions, make sure to include “filler words.”
  51. 51. Tip #9: Longer Content Equals More Voice Search Traffic The average word count of a first page Google result is around 1,900 words. Voice search result pages tend to be even longer, at around 2,300 words. A page with lots of content is more likely to “match” a voice search query.
  52. 52. Tip #10: Websites With Strong Link Authority Tend to Rank Best in Voice Search We all know that backlinks form the foundation of Google’s desktop and mobile algorithm. Backlinko analyzed each result for its Domain Rating and Page Rating… • And they discovered that the average Domain Rating of a voice search result was 76.8. • Interestingly, the link authority of voice search result pages was significantly lower. In fact, the mean Page Rating of a voice search result was only 21.1. • To help ensure accuracy, the voice search algorithm may rely on domain authority over page authority. •
  53. 53. Higher Rankings Equals Increases Likelihood of Being a Voice Search Result Research found a clear connection between rankings and being chosen as an answer for Google Home queries. Specifically, it was found that 74.9% of Google Home results came from a page ranking in the top 3 for that keyword.
  54. 54. Tip #11: Optimize for “Near Me” Searches • Back in the day, “local” searches meant city and state. • If you wanted to find a dry cleaner in New York, you’d Google something like this example.
  55. 55. Optimize Around Phrases and Locations If you run a local business, you NEED to optimize around terms that voice searchers use. For example, if you’re looking for a salad place, and happen to be near Fenway Park. You would now search for “salad near Fenway”… And get a list of salad places near Fenway Park!
  56. 56. Now Pay Attention! This is where Advice Local Comes in
  57. 57. Key Voice Search Stats • 58% of consumers have used voice search to find local business information in the last 12 months • 46% of voice search users look for a local business on a daily basis • 27% visit the website of a local business after making a voice search • 76% of smart speaker users perform local searches at least weekly • 53% searching using these devices every day • Consumers are most likely to perform voice searches to find further information on local businesses they already know about • Just 18% of consumers have used smart speakers for local voice searches
  58. 58. It’s All About The Data Consistent, Accurate Data That is!
  59. 59. Voice Search is Here Are You Ready? Siri. Amazon Alexa. Google Assistant. Cortana. If you asked any of these digital assistants where your business is located, when it’s open, or what you offer, do you know what they’d say?
  60. 60. Customers Are Asking Questions! • 58% of consumers have used voice search to find local business information in the last year alone. • Voice-powered services have created a seismic shift in how consumers find information about your brand. • Is your data accurate?
  61. 61. Tip #12: Correct Inaccurate or Missing Data • Voice search results only give users one answer, with less context and fewer alternate options than conventional search. • It’s even more critical that you eliminate incorrect information about your business from the digital universe before Siri, Cortana, or Google Assistant can find it.
  62. 62. Tip #13: Optimize Google My Business • Google’s real-time access to information is changing the dynamic of local search. • Along with reviews and user-generated content, when properly managed, the new questions and answers feature can provide valuable insights that help build trust and drive more customers into your stores.
  64. 64. Use Your Dashboard Check to See if a Business Is Voice Search-Ready
  65. 65. Cortana SEO – BING Places • Unlike Google Assistant and Siri who rely on Google search engine, Microsoft’s Cortana draws web search results from Bing and Bing Knowledge Graph. • Bing is often ignored by marketers, meaning lower competition and higher chances for securing top spots both in desktop and voice search. • Use Bing Webmaster Tools to determine the essential areas for optimization. • Voice search also strongly correlates with local SEO as the majority of users want to discover products and services in the closest vicinity. To secure a recommendation from a Bing-powered voice assistant, it’s best to get registered on Bing Places for Business.
  66. 66. Amazon Alexa SEO • Alexa’s user base may be the smallest - but growing rapidly. • In 2018 Echo was 67% of all smart speaker sales in the US • Users turn to Echo whenever they need help with • finding recipes, • getting instructions • or just receiving a quick answer to their query • 70,000 actions • including Yelp searches, • calling Lyft or Uber • ordering from Amazon Prime
  67. 67. Tip #14 Amazon Alexa SEO… Continued Content Searches • To perform content searches, Alexa relies on Bing as well. • They also pull data from YELP. Make sure you are in both databases. • Use proper Schema markups – Make sure they are “Bing-Friendly” Consumer Shopping • Alexa can also be told to pick and order a product from Amazon. Prime shipping option. • At the moment, Alexa can only handle orders for Amazon Prime. • Amazon’s Choice accolade. Alexa always picks up Amazon's Choice products first. If none is available in a given category, the algorithm will pick the best-ranking product for the voice query with "Prime" label.
  68. 68. Apple Siri SEO Search Results • Siri relies on Google search results for the majority of queries, except for location-based results. • When asked to suggest a venue nearby, Siri will crawl Apple Maps. How to Optimize • Use markup to give more context to algorithms about the content of your page. • A bunch of new content-specific formats have been added recently, be sure to check them out and upgrade your pages.
  69. 69. Use Your Dashboard To Get a Business Voice Ready!
  70. 70. The Time Is Most Definitely Now • We will soon reach a point where those not investing in voice search will begin to fall behind the curve. • It’s an obvious opportunity for fast movers and early adopters – and a cautionary tale for those still deciding when and where to invest in intelligent search. The time is most definitely now. • Just ask Siri... • or Alexa... • or Google... • or Cortana... • or Bixby...
  71. 71. Recap: How To Optimize For Voice Search • Write content in a natural, conversational voice • Focus less on keywords • Focus more on semantic search • Try to work more on user intent • Provide an answer in a context • Include longer tail keyword phrases to reach users • Try to be concise where possible • Integrate Structured Data in your web pages to help search engines • Start working with SPEAKABLE property in to provide identification for sections that are suited for audio playback using text-to-speech (TTS)
  72. 72. Run a FREE Visibility Report to See If a Business Is Voice Search Ready!
  73. 73. Visit TODAY!