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A Study in Speech - The Voice Assistant Investigation

Using our unique data from The State of Voice Search, we look at the past, present and future of voice search and why it is crucial for brands!

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A Study in Speech - The Voice Assistant Investigation

  1. 1. Stuart Shaw @StuartShawUK Zazzle Media A Study in Speech Voice Assistant Investigation http://www.slideshare.net/zazzlemedia
  2. 2. This talk is about voice search, it’s growth and how to potentially benefit from it’s use…
  3. 3. We’ll cover: o Importance of voice o How to research it o Optimising for it o Threats to effort
  4. 4. ✓ ✓ ✓ ✓ ✓ ✓
  5. 5. o Zazzle Media o 9 years young! o 50+ employees o Content Marketing o Part of IPG o UK & International
  6. 6. Enough chit chat
  7. 7. o We started searching in full sentences. o Then we adapted to keyword searches. o But now, we’re moving back towards natural search, with intent matching being seen more frequently.
  8. 8. 2011 2012 2013 2014 2015 2016 2017 2018 APR JUL Siri (Apple) APR Cortana (Microsoft) NOV Echo & Alexa (Amazon) MAY NOV Google Home JUNE THROUGHOUT 2018 Apple Homepod Amazon Sony, Hisense & LG support Alexa (throughout 2018) 10+ major car manufacturers introduce Alexa or Siri to New Models Google Assistant
  9. 9. By 2020(ish), 50% of searches will be made with voice. The likelihood is that most of these searches will be informational, not commercial.
  10. 10. 41% Adults 55% Teens 24, Registered Skills million Smart Speaker X-mas Presents
  11. 11. The results are in…
  12. 12. 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  13. 13. Those that don’t, felt that: • Their privacy might be compromised • They would never use it • It’s an unnecessary extravagance • They’re waiting for a sale
  14. 14. The remaining participants tailed off as we looked back but with a spike in 2013 due to the wider use of Siri.
  15. 15. Only a handful of users found the devices rarely to work (4.96%) or never to work (1.42%)
  16. 16. Bedroom Living Room Kitchen Car Work 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  17. 17. Newsletter Sign up
  18. 18. How does this affect
  19. 19. Our devices are powered by more than just one horse. ALEXAG ASSISTANT CORTANASIRI
  20. 20. They’ve changed the way we search for, and market products, reducing organic clicks by 37%. Featured snippets are everywhere! No Click Searches
  21. 21. As so often with marketing, we need to start with a segmented analysis, aiming to understand… How Why
  22. 22. ✓ ✓ ✓ ✓ ✓ ✓ Voice: 130 wpm Typing: 40 wpm
  23. 23. Ask questions Music Weather, News & Sports Alarms & Calendar Play Games & Trivia Cooking & Recipes Skills Smart home Podcasts/Audiobooks Purchase products 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  24. 24. 0% 10% 20% 30% 40% 50% 60% Research products Add to my shopping list Track a package Make a purchase Provide ratings or reviews Contact support Reorder items
  25. 25. “Play …Baby Shark” “I’ve had a bad day!” “What’s the biggest dinosaur?”
  26. 26. Why do I need car insurance? Saving money on my car insurance How does NCD affect car insurance? You have to be everything, from amateur to expert.
  27. 27. …and approximately 12 million more…
  28. 28. + Keywords Everywhere
  29. 29. It’s an open door for users, passing through at times with curses… but always with questions.
  30. 30. Mobile search only More than X words Contains who/what etc Branded/Non-Branded Established brands who have dabbled in informational content will benefit from this approach most. Especially when backed up with queries & filters from Data Studio.
  31. 31. Here is the law in a nutshell: it is not illegal to drive in the UK without shoes on and the same applies for wearing flip flops - there is a catch though. You can get behind the wheel of a vehicle barefoot or while wearing flip flops, provided you are able to operate the controls safely. 25 Jun 2018 is it illegal to drive without shoes is it illegal to drive in flip flops how to drive a car for beginners how many units can you drive on uk what do i need to drive in france do i have to pay a parking charge notice how much is insurance for a new driver Filtered data.
  32. 32. Answering ‘in a nutshell’ is actually a really good way to think about it. You should be succinct, ideally 40-55 words. Estimate Traffic Number of Snippets
  33. 33. Utilising a Google results page and Keywords Everywhere provides some quick snap shots of similar searches.
  34. 34. Isn’t this just Informational KWR?
  35. 35. Schema #intro+ Paragraphs Accordions
  36. 36. Can Whose It’s not always just headers and paragraphs…
  37. 37. How Understanding what works best and where, is key to ranking #0 - Google likely has a preference, find it.
  38. 38. Paragraph List Table Paragraph List Table Paragraph List Table 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ALLHOWTOBEST
  39. 39. There is nothing worse than pouring energy into something only for an apex website to dominate your efforts. Voice is no different.
  40. 40. As if we didn’t have enough contend with! There is the potential that Apps may have a level of priority: depending on the OS.
  41. 41. Proactive Answers
  42. 42. Voice loves sites that load quickly, the TTFB of voice results is 0.54s vs a webpage average of 2.1s Voice: 0.54s Webpage: 2.10s
  43. 43. Alexa isn’t stupid. . . In fact in a recent study only 1.71% of voice results had the exact keyword in the title tag.
  44. 44. It could help. However ranking in the top 5 will often increase your chances of being the chosen voice result.
  45. 45. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
  46. 46. Plenty of sites are talking about voice, creating great articles and useful guides.
  47. 47. What about…
  48. 48. “I’ve had a bad day” Answer for everything“If you want to buy…”
  49. 49. 2011 2012 2013 2014 2015 2016 2017 2018 APR JUL Siri (Apple) APR Cortana (Microsoft) NOV Echo & Alexa (Amazon) MAY NOV Google Home JUNE THROUGHOUT 2018 Apple Homepod Amazon Sony, Hisense & LG support Alexa (throughout 2018) 10+ major car manufacturers introduce Alexa or Siri to New Models Google Assistant
  50. 50. Grapes…and a
  51. 51. 54 j Thank you for your attention

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