Voice optimisation: Tracking voice results on Alexa and Google

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https://www.linkedin.com/in/stephaniepreyer/
VOICE VISIBILITY: TRACKING VOICE
RESULTS ON GOOGLE & ALEXA
Steff Preyer //
Ra...

Slideshare available here:
wearerabbitandpork.com/BrightonSEO

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

Why voice now?
Smart speaker installations have
exceeded 100M
1 Billion voice searches per month
Voice commerce sales pred...

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

Devices in the
market
@rabbit_andpork

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%...

THERE IS NO SECOND RANKING

Answer boxes = voice results,
right?
Hey Google
*lights up*
What is the best
Dyson vacuum?
According to
Nerdwallet, Dyson
...

The process
• Keyword
• Answer (Y/N)
• Answer Type
• Response
• Domain
• URL
• Matching (Y/N)
@rabbit_andpork

25 different result
types
No Response
Answer
Answer - Location Result (3 listings)
Answer - Location Result (3 listings) -...

Answer boxes ≠
Assistant results
User – “Ok Google, moped
insurance”
Google Assistant – “Sorry, I'm
not sure how to help w...

Google My
Business
User – “OK, Google, Hotels in
Shoreditch”
Google Assistant – The 1st one is
“Travelodge London Central ...

Knowledge Graph
User – “Ok Google, what to do in
Manchester”
Google Assistant – “Attractions in
Manchester include Old Tra...

Whitelisted phrases
Some phrases are “whitelisted” on Google voice search, so they can’t be targeted by third parties
Musi...

23 different
verticals
• Alcohol
• Automotive
• Business
• Charity
• Education
• Entertainment
• Fashion
• Finance (bankin...

FMCG results
500
263
237
59
134
47
@rabbit_andpork

Vertical
variance
Insurance Transport
HotelsRestaurants
@rabbit_andpork

Ability to
answer
High
Low
@rabbit_andpork
Opportunities to:
Fill knowledge gaps
or
Usurp competitors

Comparing results
over time
@rabbit_andpork
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
Q...

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...

How to gain voice results

Focus efforts on areas you
can have an impact
No
answer
Featured
snippet
Knowledge
Graph
GMB
Built in
feature
Action
promp...

How do we gain
Answer Boxes?
@rabbit_andpork

On-page
optimisation
Research to find
questions
Answering the
question
Page-level SEO
Using the correct
HTML structure
Sch...

BUT…
Voice optimisation is about much more
than Answer Boxes

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

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

1st party vs
3rd party
Built in
feature
Actions &
Skills
@rabbit_andpork

External discoverability of
Actions & Skills
Marketing
Website | Email | Spotify ads |
Display | Social accounts
Directory...

Ok Google, talk to the
Trainline
Ok Google, what time
does the train from
Manchester to London
leave?
Ok, for that you can...

Putting this into
practice
@rabbit_andpork
Property

We decided to run an
experiment
1. For queries without an answer does Google
suggest our action?
2. Does our action trump ...

Using Google Actions to answer
queries
Hey Google, What is the
average house price in
Coventry?
For that you can talk to
H...

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...

The data
Matched spoken phrase Impressions
whats the average house
price in $location:location
458
average house price in
...

So what % of searches are actually conducted via voice?

Property market
results
22%
78%
Voice
Web
@rabbit_andpork

Insights from
Actions & Skills
Understand
your
customers at
a personal
level
See
questions
being asked
See
changing
user
b...

Voice optimisation
process
Check
voice
results
Classify
voice
results
Optimise
featured
snippets
Decide if
there is an
opp...

Key takeaways
The landscape will
change
Several methods
are being used to
grow the market
Check voice results
to decide if...

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

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