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How to Create a Voice Search Strategy - Zazzle Media

Mark Wheat from Zazzle Media, spoke on Voice Search at KBBDigicon this September. Check out why snippets are absolute gold as far as voice is concerned, and we'll talk you through nailing a strategy to make sure Siri and Alexa can find your business!

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How to Create a Voice Search Strategy - Zazzle Media

  1. 1. 1 #KBBDIGICON
  2. 2. 2 About me… o Strategy and Innovation Manager. o Managing accounts since 2008. o Made the move to agency in 2016 and haven’t looked back! o Now, I spot opportunities to take client performance to new levels.
  3. 3. 3 Where I work o 9 years young! o 50+ employees o Content Marketing o Part of IPG
  4. 4. 4 Some of our clients include… #KBBDIGICON
  5. 5. 5 I’m glad you asked! This talk is about voice search; it’s growth and how to potentially benefit from it’s use… What’s this about?
  6. 6. 6 They say the only thing constant in life is change… #KBBDIGICON
  7. 7. 7 We're only 2 years away from it being all about... VOICE! #KBBDIGICON
  8. 8. 8 The big players are already piling in… #KBBDIGICON
  9. 9. 9 As are the users. 20% of all searches are already voice. 50%of all search queries will be voice by 2020. #KBBDIGICON
  10. 10. 10 What is causing this increase?  Technological advancements  Improved accuracy  Integration  Ease of use  Speed of use Voice: 150 wpm Typing: 40 wpm #KBBDIGICON
  11. 11. 11 Voice search and SEO: What is it changing? #KBBDIGICON
  12. 12. 12  Searches naturally become longer and more conversational  Google states that 70% of searches on Google Assistant use 'natural language'  Voice search keywords are significantly longer than text-based searches The way people search… #KBBDIGICON
  13. 13. 13 Where people search… Google states '_____ near me'searches have grown by 150%inthe lasttwo years. One survey found people aresignificantly more likely touse voice searchina public place compared to last year. #KBBDIGICON
  14. 14. 14 But most significantly, voice search changes how people get results... #KBBDIGICON
  15. 15. 15 'Voice search is changing Google from a search engine to an answer engine...' #KBBDIGICON
  16. 16. 16 Featured snippets become GOLD #KBBDIGICON
  17. 17. 17 But, why are featured snippets so important? #KBBDIGICON
  18. 18. 18  40.7% of voice search answers come from the Featured Snippet.  Google Home and Alexa search results only give you one answer! 40.7% of voice search results #KBBDIGICON Featured snippets are a voice search cheat code
  19. 19. 19 Our devices are powered by more than just one horse. ALEXA GOOGLE ASSISTANTCORTANASIRI #KBBDIGICON It’s not all Google…
  20. 20. 20 What do we know about featured snippets? #KBBDIGICON
  21. 21. 21 99.58% of featured snippets already rank in the top ten results in SERPs #KBBDIGICON
  22. 22. 22 With 97% ranking in the top 5. There is a correlation between ranking position and snippet percentage. #KBBDIGICON 30.9% #1 23.5% #2 15.9% #3 13.7% #4 6.1% #5 0.8% #6 0.7% #7 0.5% #8 0.5% #9 0.4% #10
  23. 23. 23 Content with a featured snippet gets a 2x higher CTR (HubSpot) Owning snippets is important for more than just voice... #KBBDIGICON
  24. 24. 24 What types of searches are getting featured snippets? QUESTIONS 41% COMPARISONS 22.67% PREPOSITIONS 17.72% #KBBDIGICON
  25. 25. 25 What is the relevant snippet opportunity? #KBBDIGICON
  26. 26. 26 6,659* Keywords returning Featured Snippets 1.6m*SEARCH VOLUME PER MONTH for those keywords Firstly, there are already a significant number of snippets within this market... #KBBDIGICON
  27. 27. 27 So, how do you get heard? #KBBDIGICON
  28. 28. 28 Start with keyword research Look for 'natural language' keywords. In addition to search volume, CPC, and seasonal trends, keep an eye out for conversational keywords as these going to be more and more relevant as voice search grows. As we move into a voice first world we need to change the way we do our keyword research. Don’t avoid long tail keywords. As touched on, as more people search through voice the average keyword length is getting longer and longer. Focus on 'question' keywords. Attributed to voice search question keywords are said to be up 61% year-over- year. So think about operators like 'what', 'how', 'where' and so on. #KBBDIGICON
  29. 29. 29 Then produce voice optimised content: voice focused FAQ pages... FAQ pages answer natural language questions. #KBBDIGICON
  30. 30. 30 Why are FAQ pages so important?  Question keywords are on the rise.  Voice search results are 1.7x more likely to come from an FAQ page compared to desktop results #KBBDIGICON
  31. 31. 31 Answers need to be succinct. Understanding how word count plays into the equation By analysing snippets in your industry we can build a study to identify the length Q&A content should be. From this data, we know content between 45 and 53 words is the sweet spot for capturing them. #KBBDIGICON 45-53 words
  32. 32. 32 The most common length of content in featured snippets is 40-50 words (SEMrush) This correlates with wider analysis... #KBBDIGICON
  33. 33. 33 Content needs to give people direct answers to their questions. #KBBDIGICON
  34. 34. 34  The average word count of a Google first page result is said to be approximately 1900 words  The average word count of a voice results page is even longer at 2312 words  One page can return snippets for hundreds of different terms. But, long form content ranks better for voice… #KBBDIGICON
  35. 35. 35 Websites must be optimised for voice search… #KBBDIGICON
  36. 36. 36 Website speed is key… The loading speed of a voice search result is 3.8x faster than that of the average website. #KBBDIGICON Voice: 0.54s Webpage: 2.10s
  37. 37. 37 27% of mobile searches on Google are made via voice. So is optimising for mobile. #KBBDIGICON Google's mobile first index has increased the significance. Voice search is considered a mobile-driven phenomenon.
  38. 38. 38  Voice searches are 3x more likely to be location based than text searches  '____ near me' searches grown by 150% in the past two years Not forgetting location marketing… #KBBDIGICON
  39. 39. 39 So, websites need to be optimised for local search… #KBBDIGICON  Google My Business  Structured Data Markup  Review Strategies  Directories and Citations
  40. 40. 40 To summarise... #KBBDIGICON
  41. 41. 41  Voice search usage is growing rapidly.  It is changing how we search, where we search, and the search results we get.  Claiming featured snippets is key.  Look at keyword research and create voice centric content like FAQ pages.  Ensure websites are optimised in terms of speed, mobile, and for local search. #KBBDIGICON
  42. 42. 42 This presentation will be available on Slideshare at
  43. 43. 43 Thank you and questions. 43 #KBBDIGICON