The document discusses the rise of voice search and how it will impact digital marketing. It notes that by 2020, 50% of searches are expected to be voice-based. Voice searches tend to be longer and users only hear the top result, making featured snippets and structured data especially important. The document also covers challenges with voice recognition and how speech interfaces are expanding from screens to other devices like watches and cars. Marketers need to optimize for voice by identifying long voice queries and learning about conversation design.

1. Voice Search
Lars Neumann
Director SEA

2. Founded 2009
130+ Employees
More than 100 swiss and international
brands
PPC, SEO, Programmatic, Social,
Digital Analytics, Creatives, Software
Engineering
IAB Switzerland: Digital Marketing
Agency of the Year 2017

3. MA in Sociology at University of Zürich
& Webrepublican No. 4
Since 2015 Director of a team of
50+ PPC experts
External lecturer University of Zürich
Chess, football, swimming, BBQ
@lupmac
https://www.linkedin.com/in/lars-neumann-98963761
webrepublic.com

4. R.I.P. Keyboard, the.
1982 – now?

6. Source: Google I/O 2017

7. AI, Mashine
Learning,
Bots, IoT on
the peak of
inflated
expectations.

9. ComScore
By 2020, 50% of search
will come from voice.

10. Sundar Pichai (CEO, Google)
20 percent of queries on the
Google mobile app and on
Android devices are
voice searches.
Source: Google I/O 2016

11. Gartner
«By 2020, 30 percent of web
browsing sessions will be
done without a screen.»
Source: http://www.gartner.com/newsroom/id/3482117

12. Source: Mary Meeker, KPCB 2016 Internet Trends

13. Source: Google I/O 2017

14. Source: http://hci.stanford.edu/research/speech/
Voice up to
3x faster
in words per
minute than
keyboard.

15. Conversation
is the
universal interface.

16. • Hands busy
• Eyes busy
• Multi-tasking
• Private spaces
• “Familiar” shared
spaces
• Instant experts
• High expectations
• Low tolerance for error
Users in context
Soure: Google I/O 2017 - https://youtu.be/0PmWruLLUoE

17. Source: Mary Meeker, KPCB 2016 Internet Trends

19. How many screens do you
have in your car?

20. Auto
Source: https://www.android.com/auto/

21. Have you been talking to your
watch yet?

22. Source: Apple Keynote September 2017 https://www.apple.com/apple-events/september-2017/

23. What about radio?

25. Source: Voicebot.ai

26. From questions to statements:
«I’m hungry»

27. * Source: https://getstat.com/blog/the-featured-snippet-refresh/
Share of Featured Snippets growing
Share of snippets*
• January 2016: 9.28%
• July 2016: 15.0%
• April 2017: 23.25%

28. Voice searchers hear
only one result.
 Featured Snippets

29. Source: Guardians of the Galaxy Vol. 2
Misconceptions? Mispronunciations?

30. • Language recognition (switching from german
to english within a sentence)
• Names (try Porsche, Yves Saint Laurent)
• Accents (swiss german vs. german)
• Slang (sup!?)
Still some challenges

31. Speech Recognition
Gets better by the year
Source: Google I/O 2017

32. Google Pixel Buds
Instant translation.
Source: store.google.com
 It’s the Babel fish!

33. Source: Microsoft internal data 2015
Speech searches are longer

34. No search term report by Google
on speech based search queries.
Yet.

35. Source: Google I/O 2017

36. Shift from one-way
communication to
two-way conversation.

37. Source: https://qnamaker.ai/
Chatbots might get
relevant for voice
search.
Learn about how
they work.
Design
conversations.

38. Instead of ad copy, we
might be writing dialogs
soon.

39. Source: https://developers.google.com/actions/dialogflow/first-app

40. • Identify voice queries in your search term reports
(where, what, show me, look for, order, …) with more
than 4 words
• Optimize for Featured Snippets
• Have structured data ready (product feeds, location
data, etc. ) and get comfortable with APIs
• Learn about conversation design (think: no screens!)
What you should do now

41. Thank you!
@lupmac
https://www.linkedin.com/in/lars-neumann-98963761
webrepublic.com