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.

1. #SMX #27A @PeteCampbell
Pete Campbell, CEO & Founder, Kaizen
Optimising
Content for
Voice Search &
Virtual Assistants

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. #SMX #27A @PeteCampbell
kaizen.co.uk/voice-search/
DOWNLOAD THE SLIDES

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“Alexa, I’d like to buy a video game”

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“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?”

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“HELL YES!”

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DONE.

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HOLY $#!&

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NO APP. NO BROWSER. NO SEARCH.
VOICE-ONLY SHOPPING

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VOICE SHOPPING ESTIMATED TO HIT
£30 BILLION BY 2022 IN THE UK & US
O&C Strategy Consultants – Feb 2018
https://prn.to/2tez9Ix

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THE GROWTH OF
VOICE SEARCH & ASSISTANTS

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THERE ARE NOW OVER ONE BILLION
VOICE SEARCHES PER MONTH
Credit: Alpine.ai – Jan 2018

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40% OF PEOPLE NOW USE
VOICE SEARCH ONCE PER DAY
Credit: Comscore

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50% OF SEARCHES WILL BE WITH
VOICE INTENT BY 2020
Credit: Comscore

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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

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SIGNIFICANT
ADVANCES IN
VOICE TECH
Capgemini – Jan 2018

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25% PERCENT OF PEOPLE PREFER USING A
VOICE ASSISTANT TO SHOP OVER A WEBSITE
Capgemini – Jan 2018

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BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS

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5X THE NUMBER OF
ALEXA SKILLS NOW
THAN 18 MTHS AGO

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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

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THE VOICE APPS
OPPORTUNITY FOR BRANDS

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WE ASKED 1,000 OWNERS WHAT TASKS
THEY WISH THEIR VOICE TECH COULD DO

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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. #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

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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

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OPTIMISING FOR VOICE SEARCH
& ASSISTANTS

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ANSWERS ACTIONS

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ANSWERS

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USE KEYWORDTOOL.IO TO IDENTIFY
LONG-TAIL QUESTIONS WITH VOICE INTENT

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CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT
SUCCINCTLY ANSWER EACH QUESTION

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

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PROFIT?

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USE SEMRUSH TO IDENTIFY WHICH KEYWORDS
CONTAIN A FEATURED SNIPPET RESULT PAGE

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USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP
TO GAIN A KNOWLEDGE BOX SNIPPET
ALLLOWS GOOGLE HOME TO PULL
ANSWERS ABOUT YOUR BRAND

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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

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ACTIONS (SMART PHONES + SPEAKERS)

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You’re going to need a bigger API
WEB
SEARCH
APP
VOICE
AI

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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

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HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK
Credit: https://developers.google.com/actions/develop/conversation
Built with Node.JS & Conversation API

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USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS
WITHOUT DOWNLOADING – OR KNOWING ITS NAME

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SET PICKUP LOCATIONS
CHOOSE VEHICLES
ASK ABOUT THE STATUS OF THE RIDE

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INSURANCE INFORMATION AND
SUPPORT

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ORDER FOOD
TRACK ORDERS
RE-ORDER PREVIOUS MEALS
LEAVE REVIEWS
FIND SPECIAL OFFERS

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DEEP AI / MACHINE LEARNING

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GOOGLE DEEPMIND

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GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING

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GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
4 HOURS OF TRAINING
TO LEARN THE ‘TRICK’

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NOW DEEPMIND CAN NAVIGATE A
DOOM-LIKE 3D MAZE JUST BY LOOKING
https://www.youtube.com/watch?v=nMR5mjCFZCw

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. #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.

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THE CHILD AI OUTPERFORMED EVERY
OTHER IMAGE RECOGNITION SYSTEM

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MEET GOOGLE DUPLEX – THE A.I. ASSISTANT
THAT COULD MAKE ROUTINE CALLS FOR YOU

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WE CAN ONLY HOPE

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DOWNLOAD THE SLIDES: KAIZEN.CO.UK/VOICE/
THANK YOU!
SEE YOU AT THE NEXT #SMX