Women In Tech Birmingham - How Is Voice Search Changing Digital Marketing in 2020 and Beyond?

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Georgie Kemp discussing at Women in Tech Birmingham how the search engine results page is altering to a more user-centric experience. Within my talk I outline: 1. The evolution of voice search and assistants 2. What is voice search? 3. How does voice search work? 4. The rise of new search terms emerging 5. How are global organisations adapting? 6. Why should we care? 7. How can we prepare for voice search?

Technology

WORK PERSONAL
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A Venn Diagram About Georgie Kemp

Conversational AI
Voice search
V-commerce
Voice commerce
Long-tail keywords
Assistants

Conversational AI
Voice search
Voice commerce
Voice commerce
Long-tail keywords
Assistants
THE NEXT BIG THING

The evolution of voice search & assistants
What is voice search?
How does voice search work?
The rise of new search terms
How are global organisations adapting?
Why should we care?
How can we prepare?
Agenda 1
2
3
4
5
6
7

The History Of Voice Search
1769
1980s
1987
2007
2008
2011
2019
THE FUTURE

Range of Voice Assistants
MOST RELIABLE DEVICE COMPATIBILITY
SMARTPHONE POPULARITY

The Decade Of Voice Search Evolution
2011
2011
2012
2013
2014
2015
2018
2017 2019
2016

How Does Voice Search Differ From
Search Queries?
1

How Does Voice Search Differ From
Search Queries?
1
2

How Does Voice Search Differ From
Search Queries?
1
2
3

How Does Voice Search Differ From
Search Queries?
1
2
3
4

How Does Voice Search Differ From
Search Queries?
1
2
3
4
5

Rise of various search terms
Cluster Keywords
near me 164.7K
> sale 8,632
> jobs 5,976
> repair 3,875
> store 3,641
> car 3,164
> shop 3,127
> classes 2,827
> where 2,515
> service 2,494
> shops 2,392
Cluster Keywords
near me 438.8K
> sale 27,096
> jobs 14,910
> store 9,955
> where 9,486
> repair 8,845
> buy 8,168
> used 6,857
> car 6,044
> classes 5,922
> shop 5,550

What Are ‘Skills’ ?
BRANDED SKILLS
1
GENERIC SKILLS
2

Awareness
Interest
Desire
Action
The Conversion Funnel - Intent
→
→
→
→

Paid Campaigns & Voice Search
→
→
●
●
●
→
●
→

SEO & Voice Search
→
→
●
Content Category Content Type

Input Output Use Cases
Voice Voice
One answer
Actions
Voice Text
Multiple answers
Device with screen
Voice Image
Shopping
Directions (local listings)
Image Image
Shopping
Ideas
Historical user data Suggestions (voice, image, text) The assistant preempts and answers a query
Content For The Right Input
- Output Combinations

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Women In Tech Birmingham - How Is Voice Search Changing Digital Marketing in 2020 and Beyond?

2. → → → → Georgie Kemp SEO Executive

3. WORK PERSONAL ��♻ ♀ �� A Venn Diagram About Georgie Kemp

4. Conversational AI Voice search V-commerce Voice commerce Long-tail keywords Assistants

5. Conversational AI Voice search Voice commerce Voice commerce Long-tail keywords Assistants THE NEXT BIG THING

6. Expectation ...

7. Vs Reality ...

8. So I continued my research...

9. The Data & Explicit Results

10. The evolution of voice search & assistants What is voice search? How does voice search work? The rise of new search terms How are global organisations adapting? Why should we care? How can we prepare? Agenda 1 2 3 4 5 6 7

11. → → → → → We’ve Gone Full Circle

12. The History Of Voice Search 1769 1980s 1987 2007 2008 2011 2019 THE FUTURE

13. Range of Voice Assistants

14. Range of Voice Assistants

15. Range of Voice Assistants MOST RELIABLE DEVICE COMPATIBILITY SMARTPHONE POPULARITY

16. The Decade Of Voice Search Evolution 2011 2011 2012 2013 2014 2015 2018 2017 2019 2016

17. What is Voice Search?

18. How Does It Work? 1 2 3

19. How Does Voice Search Differ From Search Queries? 1

20. How Does Voice Search Differ From Search Queries? 1 2

21. How Does Voice Search Differ From Search Queries? 1 2 3

22. How Does Voice Search Differ From Search Queries? 1 2 3 4

23. How Does Voice Search Differ From Search Queries? 1 2 3 4 5

24. Local Search and Hyperlocality

25. Rise of various search terms Cluster Keywords near me 164.7K > sale 8,632 > jobs 5,976 > repair 3,875 > store 3,641 > car 3,164 > shop 3,127 > classes 2,827 > where 2,515 > service 2,494 > shops 2,392 Cluster Keywords near me 438.8K > sale 27,096 > jobs 14,910 > store 9,955 > where 9,486 > repair 8,845 > buy 8,168 > used 6,857 > car 6,044 > classes 5,922 > shop 5,550

26. “Near me” search terms

27. “Near me” search terms

28. Challenges of Voice Search → → →

29. Benefits of Voice Search → → → → →

30. Quick Exercise

31. Exercise (10-15 mins) �� 1 2 3 4

32. Why Should We Care?

33. First Movers In The Market

34. First Movers In The Market - “skills”

35. Hardware Expansion

36. What Are ‘Skills’ ? BRANDED SKILLS 1 GENERIC SKILLS 2

37. How Do Skills/Actions Work?

38. The Theory

39. Awareness Interest Desire Action The Conversion Funnel - Intent → → → →

40. “Micro-Moments”

41. How Can We Prepare?

42. Paid Campaigns & Voice Search → → ● ● ● → ● →

43. SEO & Voice Search →

44. SEO & Voice Search → ● → ● →

45. SEO & Voice Search → → ●

46. SEO & Voice Search → → ● Content Category Content Type

47. SEO & Voice Search → → ● →

48. SEO & Voice Search → → ● → ● ● ●

49. SEO & Voice Search → → ● → →

50. SEO & Voice Search → → ● → → ● ●

51. SEO & Voice Search → → ● → → →

52. SEO & Voice Search → → ● → → → ● ● ●

53. SEO & Voice Search → → ● → → → →

54. SEO & Voice Search → → ● → → → → ●

55. SEO & Voice Search → → ● → → → → →

56. SEO & Voice Search → → ● → → → → → ● ● ●

57. Input Output Use Cases Voice Voice One answer Actions Voice Text Multiple answers Device with screen Voice Image Shopping Directions (local listings) Image Image Shopping Ideas Historical user data Suggestions (voice, image, text) The assistant preempts and answers a query Content For The Right Input - Output Combinations

58. Food For Thought

59. In Summary 1 2 3 4 5 6 7

60. Further resources: → → → → →

61. Thank You

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