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How to Optimise for Voice Search, Shopping & AI (Alexa, Google Home)

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Apple's Siri, Amazon Alexa and Google Assistant are further accelerating the trend towards voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice–driven.

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How to Optimise for Voice Search, Shopping & AI (Alexa, Google Home)

  1. 1. #SMX #27A @PeteCampbell Pete Campbell, CEO & Founder, Kaizen Optimising Content for Voice Search & Virtual Assistants
  2. 2. #SMX #27A @PeteCampbell PETE REIS-CAMPBELL KAIZEN •  CEO & Founder of Kaizen •  We create content that’s made to be seen •  The UK’s fastest growing independent agency •  20+ team of creative and technical pioneers •  3 award wins, 5 nominations in 2017/18 •  Pete built his first website at 11, first grey hair at 29 •  Proud owner of an Amazon Echo Dot •  Will buy any Nintendo product
  3. 3. #SMX #27A @PeteCampbell kaizen.co.uk/voice-search/ DOWNLOAD THE SLIDES
  4. 4. #SMX #27A @PeteCampbell “Alexa, I’d like to buy a video game”
  5. 5. #SMX #27A @PeteCampbell “Alexa, I’d like to buy a video game” “Based on your order history, I’d suggest ‘Crash Bandicoot N. Sane Trilogy’ for Nintendo Switch. It’s £26, would you like to buy it?”
  6. 6. #SMX #27A @PeteCampbell “HELL YES!”
  7. 7. #SMX #27A @PeteCampbell DONE.
  8. 8. #SMX #27A @PeteCampbell HOLY $#!&
  9. 9. #SMX #27A @PeteCampbell NO APP. NO BROWSER. NO SEARCH. VOICE-ONLY SHOPPING
  10. 10. #SMX #27A @PeteCampbell VOICE SHOPPING ESTIMATED TO HIT £30 BILLION BY 2022 IN THE UK & US O&C Strategy Consultants – Feb 2018 https://prn.to/2tez9Ix
  11. 11. #SMX #27A @PeteCampbell THE GROWTH OF VOICE SEARCH & ASSISTANTS
  12. 12. #SMX #27A @PeteCampbell THERE ARE NOW OVER ONE BILLION VOICE SEARCHES PER MONTH Credit: Alpine.ai – Jan 2018
  13. 13. #SMX #27A @PeteCampbell 40% OF PEOPLE NOW USE VOICE SEARCH ONCE PER DAY Credit: Comscore
  14. 14. #SMX #27A @PeteCampbell 50% OF SEARCHES WILL BE WITH VOICE INTENT BY 2020 Credit: Comscore
  15. 15. #SMX #27A @PeteCampbell 9.7 27 43.2 56 0 10 20 30 40 50 60 2016 2017 2018 (estimated) 2019 (estimate) Millions ALEXA & GOOGLE HOME DEVICES ARE SELLING LIKE HOTCAKES Credit: Associated Press & Statista
  16. 16. #SMX #27A @PeteCampbell SIGNIFICANT ADVANCES IN VOICE TECH Capgemini – Jan 2018
  17. 17. #SMX #27A @PeteCampbell 25% PERCENT OF PEOPLE PREFER USING A VOICE ASSISTANT TO SHOP OVER A WEBSITE Capgemini – Jan 2018
  18. 18. #SMX #27A @PeteCampbell BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
  19. 19. #SMX #27A @PeteCampbell 5X THE NUMBER OF ALEXA SKILLS NOW THAN 18 MTHS AGO
  20. 20. #SMX #27A @PeteCampbell 65% Ask a Question 43% Play Music 43% Check Weather 42% Getting Directions 42% Timers, Alarms & Reminders 36% Product / Company Searches HOW PEOPLE USE VOICE ASSISTANTS Credit: Kaizen – May 2018
  21. 21. #SMX #27A @PeteCampbell THE VOICE APPS OPPORTUNITY FOR BRANDS
  22. 22. #SMX #27A @PeteCampbell WE ASKED 1,000 OWNERS WHAT TASKS THEY WISH THEIR VOICE TECH COULD DO
  23. 23. #SMX #27A @PeteCampbell 24% Price Comparison 16% Make Payments 15% Budgeting Assistance 13% Get an Insurance Quote WHAT PEOPLE WISH VOICE AI COULD DO 25% Check Bank Balance FINANCE Credit: Kaizen – May 2018
  24. 24. #SMX #27A @PeteCampbell 29% Check Hotel Prices 28% Travel Updates 25% Flight Check In 21% Flight Availability WHAT PEOPLE WISH VOICE AI COULD DO 31% Check Flight Details TRAVEL Credit: Kaizen – May 2018
  25. 25. #SMX #27A @PeteCampbell 44% Find Cheapest Option 27% Track Auctions 20% Item Returns 21% Product Suggestions WHAT PEOPLE WISH VOICE AI COULD DO 48% Delivery Tracking RETAIL Credit: Kaizen – May 2018
  26. 26. #SMX #27A @PeteCampbell OPTIMISING FOR VOICE SEARCH & ASSISTANTS
  27. 27. #SMX #27A @PeteCampbell ANSWERS ACTIONS
  28. 28. #SMX #27A @PeteCampbell ANSWERS
  29. 29. #SMX #27A @PeteCampbell USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
  30. 30. #SMX #27A @PeteCampbell CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
  31. 31. #SMX #27A @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
  32. 32. #SMX #27A @PeteCampbell PROFIT?
  33. 33. #SMX #27A @PeteCampbell USE SEMRUSH TO IDENTIFY WHICH KEYWORDS CONTAIN A FEATURED SNIPPET RESULT PAGE
  34. 34. #SMX #27A @PeteCampbell USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP TO GAIN A KNOWLEDGE BOX SNIPPET ALLLOWS GOOGLE HOME TO PULL ANSWERS ABOUT YOUR BRAND
  35. 35. #SMX #27A @PeteCampbell
  36. 36. #SMX #27A @PeteCampbell https://bit.ly/2EiV1DN •  Information Satisfaction: The query answer meet the users needs •  Length: answers must be succinct •  Formulation: grammatical correctness ease of understanding •  Elocution: spoken answers must have proper pronunciation. Search Speech Guidelines for Google Assistant
  37. 37. #SMX #27A @PeteCampbell ACTIONS (SMART PHONES + SPEAKERS)
  38. 38. #SMX #27A @PeteCampbell You’re going to need a bigger API WEB SEARCH APP VOICE AI
  39. 39. #SMX #27A @PeteCampbell HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
  40. 40. #SMX #27A @PeteCampbell HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
  41. 41. #SMX #27A @PeteCampbell USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS WITHOUT DOWNLOADING – OR KNOWING ITS NAME
  42. 42. #SMX #27A @PeteCampbell SET PICKUP LOCATIONS CHOOSE VEHICLES ASK ABOUT THE STATUS OF THE RIDE
  43. 43. #SMX #27A @PeteCampbell INSURANCE INFORMATION AND SUPPORT
  44. 44. #SMX #27A @PeteCampbell ORDER FOOD TRACK ORDERS RE-ORDER PREVIOUS MEALS LEAVE REVIEWS FIND SPECIAL OFFERS
  45. 45. #SMX #27A @PeteCampbell DEEP AI / MACHINE LEARNING
  46. 46. #SMX #27A @PeteCampbell GOOGLE DEEPMIND
  47. 47. #SMX #27A @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
  48. 48. #SMX #27A @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
  49. 49. #SMX #27A @PeteCampbell NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING https://www.youtube.com/watch?v=nMR5mjCFZCw
  50. 50. #SMX #27A @PeteCampbell50 GOOGLE HAS BUILT AN AI CALLED AUTOML. THAT’S DESIGNED IS TO CREATE CHILD A.I.s. AUTOML ACTS AS A CONTROLLER WHICH CREATES NEW A.I.s FOR A SPECIFIC TASK.
  51. 51. #SMX #27A @PeteCampbell51 AUTOML CREATED A “CHILD AI”, NASNET, TO IDENTIFY OBJECTS IN A VIDEO IN REAL TIME. AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND REPEATED THE PROCESS THOUSANDS OF TIMES.
  52. 52. #SMX #27A @PeteCampbell THE CHILD AI OUTPERFORMED EVERY OTHER IMAGE RECOGNITION SYSTEM
  53. 53. #SMX #27A @PeteCampbell MEET GOOGLE DUPLEX – THE A.I. ASSISTANT THAT COULD MAKE ROUTINE CALLS FOR YOU
  54. 54. #SMX #27A @PeteCampbell
  55. 55. #SMX #27A @PeteCampbell WE CAN ONLY HOPE
  56. 56. #SMX #27A @PeteCampbell DOWNLOAD THE SLIDES: KAIZEN.CO.UK/VOICE/ THANK YOU! SEE YOU AT THE NEXT #SMX

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