Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Meteoric Rise of Voice Search - KCDMA 2017 & 2018

282 views

Published on

The Meteoric Rise of Voice Search: How it Works, Why Brands Should Care & How to Act On It - Voice queries have increased 3,400% in Google since 2008. There will be an estimated 30 million voice-powered intelligent assistants in U.S. homes by the end of 2017 using voice search technology, not including in-car and smartphone assistants. Google Assistant, Microsoft Cortana, Amazon Alexa, and Apple’s Siri are becoming second nature as people learn to search using their voices in conversation with their mobile and in-home assistant devices like Google Home. Find out how people use voice search, what does it means for brands, and how can companies act on it through search engine optimization in this talk.

Published in: Marketing

The Meteoric Rise of Voice Search - KCDMA 2017 & 2018

  1. 1. THE METEORIC RISE OF VOICE SEARCH @HEATHERPHYSIOC @VML @KCDMA HOW IT WORKS. WHY BRANDS SHOULD CARE. HOW TO ACT ON IT.
  2. 2. BRIAN DOERFLER ANALYTICS & INSIGHTS HEATHER PHYSIOC ORGANIC SEARCH JEFF DANLEY MOBILITY THESE DUDES ARE REALLY SMART. @HEATHERPHYSIOC @VML @KCDMA
  3. 3. 50% OF SEARCH QUERIES WILL BE VOICE BY 2020? @HEATHERPHYSIOC @VML @KCDMA
  4. 4. 34X INCREASE IN VOICE SEARCH QUERIES SINCE 2008 @HEATHERPHYSIOC @VML @KCDMA
  5. 5. 20% ESTIMATED PROPORTION OF GOOGLE MOBILE SEARCHES THAT ARE VOICE 25% ESTIMATED PROPORTION OF BING MOBILE SEARCHES THAT ARE VOICE @HEATHERPHYSIOC @VML @KCDMA
  6. 6. AMAZON ALEXA AND MICROSOFT CORTANA ARE ALL POWERED BY BING? DID YOU KNOW… @HEATHERPHYSIOC @VML @KCDMA
  7. 7. 41% OF ADULTS TALK TO THEIR PHONES DAILY 50%OF TEENS TALK TO THEIR PHONES DAILY @HEATHERPHYSIOC @VML @KCDMA
  8. 8. 50% OF PEOPLE USE VOICE SEARCH TO RESEARCH PRODUCTS @HEATHERPHYSIOC @VML @KCDMA
  9. 9. 50 BILLIONESTIMATED MONTHLY VOICE SEARCHES, NOW MAKING UP 10% OF OVERALL SEARCH VOLUME GLOBALLY @HEATHERPHYSIOC @VML @KCDMA
  10. 10. 30% SEARCHES PREDICTED TO BE SCREENLESS BY 2020 @HEATHERPHYSIOC @VML @KCDMA
  11. 11. WHY & HOW PEOPLE USE VOICE SEARCH @HEATHERPHYSIOC @VML @KCDMA
  12. 12. FOR STARTERS, DEVICES @HEATHERPHYSIOC @VML @KCDMA
  13. 13. @HEATHERPHYSIOC @VML @KCDMA New, innovative voice-enabled devices arrive almost daily. • Amazon’s Echo Show and Echo Look • Vehicles getting voice search capabilities now • CES just finished - lots more coming out AND MORE DEVICES EVERY DAY
  14. 14. VIRTUAL ASSISTANTS @HEATHERPHYSIOC @VML @KCDMA VIRTUAL ASSISTANTS ARE BECOMING PERVASIVE An estimated 30 million voice- powered assistant devices in homes by the end of 2017 - not including cars and smartphones.
  15. 15. FAMILIARITY WITH VOICE SEARCH IS INCREASING Using our voices conversationally to search has become second nature as it’s faster and hands- free compared to traditional type-in search. FAMILIARITY @HEATHERPHYSIOC @VML @KCDMA
  16. 16. THE QUALITY OF VOICE DETECTION & VOICE SEARCH RESULTS ARE IMPROVING The accuracy of voice detection is increasing rapidly. Machine learning (ML) is also evolving and better understanding user intent and inferring context from previous searches, location, and past behavior. QUALITY @HEATHERPHYSIOC @VML @KCDMA
  17. 17. PERSONAL ASSISTANT TASKS 4 MOST COMMON USES FUN & ENTERTAINMENT INFORMATIONAL SEARCHES LOCAL INFORMATION @HEATHERPHYSIOC @VML @KCDMA
  18. 18. DRIVING MOST COMMON USE STATES HANDS FULL HANDS DIRTY LAZINESS? @HEATHERPHYSIOC @VML @KCDMA
  19. 19. HOW TO CAPITALIZE ON VOICE SEARCH @HEATHERPHYSIOC @VML @KCDMA
  20. 20. • Longer queries using more natural language • Queries use more interrogative words: who, what, when, where, why, how, is, and does. • Search intent is more clear from the queries searched • Queries are 3x more likely to be local-based searches • People tend to ask questions that yield fast, short answers 5 WAYS VOICE SEARCH IS DIFFERENT @HEATHERPHYSIOC @VML @KCDMA
  21. 21. PEOPLE DON’T WANT SEARCH RESULTS. THEY WANT ANSWERS. @HEATHERPHYSIOC @VML @KCDMA
  22. 22. @HEATHERPHYSIOC @VML @KCDMA ACCURACY. QUALITY. BREVITY. READABILITY. VALUE. BE THE SINGLE BEST ANSWER.
  23. 23. VOICE IS NOT A SEPARATE CHANNEL @HEATHERPHYSIOC @VML @KCDMA
  24. 24. “VOICE ISN’T GOING TO TAKE AWAY SEARCH RESULTS. IT’S GOING TO CREATE A MUCH RICHER ECOSYSTEM.” DR. PETE MEYERS, MOZ @HEATHERPHYSIOC @VML #SEMPOCITIESKC Source: MozPod
  25. 25. @HEATHERPHYSIOC @VML @KCDMA DON’T OVER OPTIMIZE FOR VOICE SEARCH, EITHER. SOME ANSWERS ARE MORE COMPLEX.
  26. 26. @HEATHERPHYSIOC @VML @KCDMA CONSIDER HOW VOICE SEARCH RESULTS WILL BE PUSHED TO SCREEN DEVICES
  27. 27. @HEATHERPHYSIOC @VML @KCDMA DELIVER COMPLIMENTARY MOBILE CONTENT LIKE APPS, COUPONS, NAVIGATION, ETC.
  28. 28. DIFFERENT CONVERSION RATES • Expect lower traditional conversion rates on websites • New kinds of trackable conversions will emerge as e-commerce capabilities via voice search evolve. MORE IMPORTANT SERP FEATURES • Special features in search engine results pages (SERPs) more important • Featured snippets and “People Also Ask” Q&A boxes that don’t require clicks to publisher sites. CLEARER SEARCHER INTENT • Focus on providing content that matches user intent, not just keywords. • “What” and “who” questions demonstrate interest, “where” questions show intention to act. WHAT BRANDS CAN EXPECT @HEATHERPHYSIOC @VML @KCDMA
  29. 29. DON’T BE THE EASY ANSWER Content that is easy to aggregate and present simply (time, temperature, translations, sports scores, calculator) is easy for engines to replicate. Instead focus on topics that require more in- depth answers you can uniquely offer, and are difficult to imitate, to gain competitive advantage. CONVERSATIONAL ANSWERS Research interrogative keywords using who, what, when, where, how, is, and does. Integrate question and answer content into the site, rephrasing questions back to users in sentence form. Answer questions thoroughly, accurately, briefly and in a conversational tone. ANSWER THE SEARCHERS Conduct keyword research to understand long-tail phrases and questions people search for and the intent behind their searches - like education, navigation, purchase, entertainment, or task completion. Create and optimize digital content and experiences to fulfill searchers needs. MOST IMPORTANT SEO PLAYS @HEATHERPHYSIOC @VML @KCDMA
  30. 30. OPTIMIZE LOCAL SIGNALS Claim, verify and optimize accurate physical locations OPTIMIZE MULTIMEDIA Voice search will push visual content to screen devices INTEGRATE ANALYTICS Integrate Google Analytics, AdWords and Search Console KEEP UP THE SEO BASICS Traditional technical and on- page SEO best practices MOBILE-FRIENDLINESS Content pushed to apps, so be mobile-friendly ENHANCE SCHEMA MARKUP Tag to help search engines understand entities ADDITIONAL SEO PLAYS @HEATHERPHYSIOC @VML @KCDMA
  31. 31. HOW DO YOU MEASURE VOICE SEARCH ANALYTICS? @HEATHERPHYSIOC @VML @KCDMA
  32. 32. “WE’RE LOOKING INTO IT.” - ARY ILYES @HEATHERPHYSIOC @VML @KCDMA
  33. 33. • What might a voice search visit look like in analytics? • What defines a successful voice search answer or visit? • What a voice search “conversion” is? • Where is the user’s experience impacted beyond the read-out? HAVE YOU THOUGHT ABOUT… @HEATHERPHYSIOC @VML @KCDMA
  34. 34. WE WILL HAVE TO REDEFINE SUCCESS METRICS. @HEATHERPHYSIOC @VML @KCDMA
  35. 35. THIRD PARTY MEASUREMENT SERVICES ARE COMING. @HEATHERPHYSIOC @VML @KCDMA
  36. 36. DATA MINING IS WILL BE KEY. @HEATHERPHYSIOC @VML @KCDMA
  37. 37. 70% OF ALL SEARCH TRAFFIC QUERIES ARE LONG-TAIL @HEATHERPHYSIOC @VML @KCDMA
  38. 38. @HEATHERPHYSIOC @VML @KCDMA
  39. 39. GOOGLE SEARCH CONSOLE DISPLAYS SOME DATA TODAY - WE JUST DON’T KNOW IT YET. @HEATHERPHYSIOC @VML @KCDMA
  40. 40. THE FUTURE OF VOICE SEARCH @HEATHERPHYSIOC @VML @KCDMA
  41. 41. @HEATHERPHYSIOC @VML @KCDMA CAN MONEY BUY HAPPINESS?
  42. 42. @HEATHERPHYSIOC @VML @KCDMA “A recent study published in the Proceedings of the National Academy of Sciences suggests that when people spend money on time-saving services such as a house cleaner, lawn care or grocery delivery, it can make them feel a little happier. By comparison, money spent on material purchases — aka things — does not boost positive emotions the way we might expect.”
  43. 43. @HEATHERPHYSIOC @VML @KCDMA SO WHAT IF THE THING I BUY CAN BUY ME TIME?
  44. 44. @HEATHERPHYSIOC @VML @KCDMA MORE APP PARTNERSHIPS
  45. 45. MONETIZING VOICE SEARCH @HEATHERPHYSIOC @VML @KCDMA
  46. 46. MORE SHOPPING INTEGRATION @HEATHERPHYSIOC @VML @KCDMA
  47. 47. AUGMENTED REALITY @HEATHERPHYSIOC @VML @KCDMA
  48. 48. MORE IOT DEVICE CONNECTIONS @HEATHERPHYSIOC @VML @KCDMA
  49. 49. HYPERLOCAL RESULTS @HEATHERPHYSIOC @VML @KCDMA
  50. 50. AUTOMOTIVE @HEATHERPHYSIOC @VML @KCDMA
  51. 51. SEAMLESS INTEGRATION @HEATHERPHYSIOC @VML @KCDMA
  52. 52. @HEATHERPHYSIOC @VML @KCDMA BETTER UNDERSTANDING OF SEARCHER INTENT
  53. 53. @HEATHERPHYSIOC @VML @KCDMA INCREASINGLY PERSONALIZED SEARCH RESULTS
  54. 54. @HEATHERPHYSIOC @VML @KCDMA MORE NATURAL LANGUAGE INTERACTIONS
  55. 55. @HEATHERPHYSIOC @VML @KCDMA CHATBOT-LIKE FUNCTIONALITY WILL LITERALLY BE THE VOICE OF YOUR BRAND.
  56. 56. @HEATHERPHYSIOC @VML @KCDMA RETAINING CONTEXT & MULTISTEP TASK COMPLETION
  57. 57. @HEATHERPHYSIOC @VML @KCDMA “Plan me a birthday party.”
  58. 58. @HEATHERPHYSIOC @VML @KCDMA PREDICTIVE, QUERYLESS SEARCH
  59. 59. THANKS! BRIAN DOERFLER ANALYTICS & INSIGHTS HEATHER PHYSIOC ORGANIC SEARCH JEFF DANLEY MOBILITY @HEATHERPHYSIOC @VML @KCDMA

×