TO TO VOICE SEARCH Be Beware: e: Vo Voice Search Is Ex - - PowerPoint PPT Presentation
TO TO VOICE SEARCH Be Beware: e: Vo Voice Search Is Ex Exciting iting Everyone is talking about voice search. At tech and marketing conferences you cant turn around without bumping into someone saying by 2020, 50 percent
about voice search.
conferences you can’t turn around without bumping into someone saying “by 2020, 50 percent
by voice.”
To understand the importance of voice search in the future you only need look at the amount of money tech giants are throwing at it. Estimates are that the tech giants are spending a combined 10% of their annual research-and- development budgets, more than $5 billion in total,
Amazon recently announced a $60 voice-activated microwave, along with 10
Alexa voice assistant. Roll your eyes if you’d like, but it’s the latest example of Amazon’s obsession with making Alexa – which first launched four years ago – ubiquitous, from the kitchen to the car.
themselves shell-shocked by a conventional search disfigurement and scrambling to adapt.
to late. You need to adapt now.
which means the time is now to better adjust.
The Timing is Perfect
Here at Advice, we believe the timing is perfect to pay more attention and focus our SEO effort.s We’re implementing and incorporating SEO strategies into our technologies that will help our partners increase the chances for their clients to show up in voice results.
“What is the temperature outside?”
A voice device would respond with some version of:
"It is 70 degrees Fahrenheit."
Voice-search-to-voice-response doesn’t work for decision support. Open-ended queries where we want Google to help us make a decision will fail. The query result in these cases can be ambiguous and requires further review. For example: “What’s the best Netflix series to binge-watch?”
the idea that, two years from now, no one will find your products and services using a browser. If you do, your marketing – and particularly your search marketing – will suffer.
choices, we want to see them.
Voice search is a technology that allows users to perform internet searches by speaking aloud instead of typing into a search field. This is extremely convenient when your hands are otherwise occupied, or when you’re having a hard time seeing the screen.
and expansion of technologies available have made voice searches more common.
the rise, it can play a key part in all of our lives. VOICE EVERYWHERE ANYTIME
100 MILLION VOICE ACTIVATED DEVICES
It’s already here.
interesting…
done via voice.
35–44 age group has the biggest number
comfortable using voice search in public.
Even older generations, typically more resistant to change and new technology, are increasing their use of voice-enabled technology. Some of the reasons we’re seeing this behavior are:
voice communication
technology
advanced directions and commands that voice assistants can now perform and understand have given it a significant advantage in recent years.
to 30,000.
home will have one. As more people search with smart speakers, marketers will need to
percent of all searches will be made by voice.
faster answers.
people are using their voice instead of a keyboard.
Temple finds that nearly 60% of mobile searchers use voice search at least “some of the time.”
more convenient.
than half of respondents in a 2018 Stone Temple survey stated they use voice search so they “don’t have to type.”
Voice search is so simple and straightforward that it is changing consumer behavior and our local search strategies. Voice search is here to help searchers with anything they want without their ever typing a single word. People are no longer worried about
spelling of quiche – they don’t care!
As it turns out, searching with your voice is very different than typing. Specifically, voice search changes:
Human-to-machine voice interactions are changing how we interact with machines. “Smart speakers single- handedly brought radio back to the home,” according to Bret Kinsella, founder of The Voicebot Podcast. “People are much less likely to skip ads on Alexa. It’s more inconvenient to tell your Alexa to skip forward 30 seconds than it is to just let the ads play,” Kinsella said.
conversational
something interesting – voice search keywords are significantly longer than text-based searches.
And voice searches aren’t just longer… they’re less like “computer language.” In other words: they’re more conversational. Google itself has stated that 70% of searches on Google Assistant use “natural language.” For example, let’s say you want to start making cold brew coffee at home. A few years back, you’d probably type a short keyword like “make cold brew” into Google. When you search for the same thing with your voice, your query will be totally different.
places that you might not expect…
that people are significantly more likely to use voice search in public places – like a restaurant, at the gym… and even in a public bathroom – compared to last year.
a search engine to an “answer engine,” said Oliver Heckmann, Head of Travel for Google.
like Knowledge Graph and Featured Snippets, the number
37%, according to WordStream.
visit a site to get your answer. It’s right there in the search results.
technology to provide voice search results.
many calories are in an apple.
“apple calories”… and be forced to sift through 10 different results.
read back to you within seconds.
A few years ago, if you wanted to get higher rankings in Google, you might search for something like this: But you’re not going to whip out your iPhone and say: “Hey Google… SEO.” Instead, when you search with your voice, you’re going to ask a question.
content around 5+ word terms like these.
keyword phrases within your content.
may use page speed as a key ranking signal.
result page loads in 4.6 seconds (which is 52% faster than the worldwide average).
voice search, make sure your site loads as quickly as possible.
your website a “minimal boost.”
play an even more important role in voice search than in desktop or mobile search.
voice search result URLs have adopted HTTPS.
One of the most interesting findings is that Google tends to answer voice search queries with short, 29-word results. For example, the Google Home results for the query “are figs good for you” is 29 words.
Google’s official Voice Search Rater Guidelines emphasizes “Elocution”…
understand the answer to your voice search?”
used, the easier it is for Google to nail the Elocution factor.
Voice Search result was written at a 9th-grade reading level.
natural and less robotic than keyboard searches.
content the same way.
searches for…
longer than keyboard searches.
findings from Backlinko’s Voice Search Ranking Factors Study is this: Less than 2% of all voice search results had the exact keyword in their title tag.
answer from a page.
Google has announced new markup aimed at news publishers looking to get their content into the Google Assistant. This new markup, Speakable, enables publishers to mark up sections of a news article that are most relevant to be read aloud by the Google Assistant, including devices like Google Home.
Tip #7 #7: Ap Appea earing i in F Fea eatured ed Snippe Snippets ts Appe ppear ars s to Be Extreme mely Helpful fo for Voice Search SEO
ideal voice search results. They’re concise answers pulled from trusted, authoritative sources.
results came from a featured snippet.
voice search.
2x more likely to come from a well optimized FAQ page.
question keywords are
questions, make sure to include “filler words.”
The average word count of a first page Google result is around 1,900 words. Voice search result pages tend to be even longer, at around 2,300 words. A page with lots of content is more likely to “match” a voice search query.
We all know that backlinks form the foundation of Google’s desktop and mobile algorithm. Backlinko analyzed each result for its Domain Rating and Page Rating…
average Domain Rating of a voice search result was 76.8.
significantly lower. In fact, the mean Page Rating of a voice search result was only 21.1.
search algorithm may rely on domain authority over page authority.
Research found a clear connection between rankings and being chosen as an answer for Google Home queries. Specifically, it was found that 74.9% of Google Home results came from a page ranking in the top 3 for that keyword.
Tip #1 #11: Optimi mize for “Nea “Near M Me” S e” Sea earch ches es
“local” searches meant city and state.
find a dry cleaner in New York, you’d Google something like this example.
If you run a local business, you NEED to optimize around terms that voice searchers use. For example, if you’re looking for a salad place, and happen to be near Fenway Park. You would now search for “salad near Fenway”… And get a list of salad places near Fenway Park!
This is where Advice Local Comes in
find local business information in the last 12 months
business on a daily basis
making a voice search
searches at least weekly
searches to find further information on local businesses they already know about
speakers for local voice searches
Consistent, Accurate Data That is!
mazon Alexa. Goog Google As e Assistant. Cor Cortana. If y If you
asked ed an any of y of the these se digit digital al assis assistan ants ts wher where y e your business is ur business is lo located, when it ed, when it’s s
en, or
what y you
er, d do y
know wha what the t they’d sa d say? y?
used voice search to find local business information in the last year alone.
have created a seismic shift in how consumers find information about your brand.
users one answer, with less context and fewer alternate
search.
eliminate incorrect information about your business from the digital universe before Siri, Cortana, or Google Assistant can find it.
is changing the dynamic of local search.
content, when properly managed, the new questions and answers feature can provide valuable insights that help build trust and drive more customers into your stores.
Check to See if a Business Is Voice Search-Ready
To Get a Business Voice Ready!
will begin to fall behind the curve.
a cautionary tale for those still deciding when and where to invest in intelligent search. The time is most definitely now.
that are suited for audio playback using text-to-speech (TTS)