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 can’t turn around without bumping into someone saying “by 2020, 50 percent of all searches will be 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 The combined 10% of their annual research-and- development budgets, more than $5 billion in total, Importance on voice recognition. of Voice Search
Amazon recently announced a $60 voice-activated microwave, along with 10 other new products using its 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. You can soon, if you insist, Yo microwave … talk to your mi and it will listen and it will lis en
• Many SEO’s are finding themselves shell-shocked by a conventional search disfigurement and scrambling to adapt. • The good news is you are not to late. You need to adapt now. • However, the clock is ticking which means the time is now to better adjust. Voice Search is Changing the Way Traditional Optimization Is Approached.
Here at Advice, we believe the timing is perfect to pay more attention and focus our SEO effort.s The Timing is Perfect 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 Voice Search? 1. Takes a spoken query 2. Returns a spoken query result 3. Or, returns To To Me, a Voice Search Is a screen Very Simp mple query result
To Today, Voice Se Sear arch h Is s Still Still Only nly Gr Grea eat f for or S Single e Response Qu Queries “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?” Today, Voice Search Fails at To Decision Suppo Decisio n Support rt
My P My Poin int Is… t Is… • Don’t base your marketing strategy on 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. • We’re visual creatures. When we have choices, we want to see them. • Focus on the fundamentals of SEO.
Voice search is a technology that allows users to perform internet searches by speaking aloud Wha What Is V t Is Voice Sear ice Search? ch? 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.
Why Is V Wh y Is Voice ice VOICE EVERYWHERE ANYTIME Se Sear arch h So So Imp mportant? • The increase in reliability and expansion of technologies available 100 MILLION VOICE ACTIVATED DEVICES have made voice searches more common. • With voice searches on the rise, it can play a key part in all of our lives.
• Voice search isn’t “the next big thing.” It’s already here. Th The V e Voi oice S ce Sea earch ch • And when you dig deeper, things get even more Re Revolution interesting… • 25 percent of all Windows 10 desktop searches are done via voice.
According to Google: 20 percent of all Google mobile queries are voice searches. Vo Voice Is Going Mobile
Kleiner Perkins Reported: Voice search has grown 35x since 2008. Vo Voice Is Making Itself Heard
• Stone Temple Consulting found that the Who Who Is Using Is Using 35–44 age group has the biggest number of users. Vo Voice Search? • Users in the 25–34 age range were the most comfortable using voice search in public.
Google found 41 percent of adults, and 55 percent of teens use voice search daily. Vo Voice Search Is a Tool We We Use Every Day
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: • Avoiding a tiny keypad • A glaring screen • The practicality of voice communication • The benefits of smart home Voice Search – It Vo It’s Not s Not J Just technology for Kids Anymo more
Th The P e Pract cticality of of It It Al All Mak Makes Its P es Its Popularity pularity Ob Obvi viou ous • The practicality, ease of use, and the advanced directions and commands that voice assistants can now perform and understand have given it a significant advantage in recent years. • Amazon Echo skills have now increased to 30,000.
• Smart speakers are the next refrigerator – every Ca Can Y You ou home will have one. As more people search with smart speakers, marketers will need to Hear Me No Hear Me Now? w? adapt. Comscore expects that by 2020, 50 percent of all searches will be made by voice.
Wh Why Is V y Is Voice Sear ice Search G ch Growing wing so Qu Quickly? 3 Main Drivers
First… Searching with your voice is 3.7x faster than typing, says Bing. Wh Why is V y is Voice Sear ice Search ch Growing so Qu Quickly?
Se Second… nd…. . • Faster searches equals faster answers. • It’s no surprise that more people are using their voice instead of a keyboard. • Voice is perfect for mobile searches. In fact, Stone Temple finds that nearly 60% of mobile searchers use voice search at least “some of the time.”
Th Third… … • Finally, voice search is more convenient. • That’s probably why more 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 Revolutionizing Vo Consume mer Behavior People are no longer worried about Voice search is so simple and typos. So they don’t know the correct straightforward that it is changing spelling of quiche – they don’t care! consumer behavior and our local Isn’t that search strategies. Voice search is here to help searchers convenient? with anything they want without their ever typing a single word.
As it turns out, searching with your voice is very different than typing. Th The V e Voi oice S ce Sea earch ch Specifically, voice search changes: Wo World • How people search. • When people search. • And what they search for.
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. Wher Where V e Voice T ice Techno echnolo logy gy Is Succeed Is S cceedin ing
#1 #1 Vo Voice Changes Ho How P w Peop eople S le Sear earch ch • Searches are more conversational • Bing engineers noticed something interesting – voice search keywords are significantly longer than text-based searches.
Vo Voice Changes How We Ask, Too 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 .
Because voice search is so convenient, it’s being used more often – and in more places – than #2 #2 ever before. Vo Voice Changes Where P Wher e Peo eople Sear ple Search ch
Pe People Are Open to Se Sear arching hing Everywhe where • These searches are happening in places that you might not expect… • A Stone Temple Voice Study learned 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.
#3 #3 Vo Voice Changes Ho How P w Peop eople Ge le Get Se Sear arch h Results sults • Google is slowly changing from a search engine to an “answer engine,” said Oliver Heckmann, Head of Travel for Google. • In fact, thanks to SERP features like Knowledge Graph and Featured Snippets, the number of organic clicks has dropped by 37%, according to WordStream. • Why? Because you don’t need to visit a site to get your answer. It’s right there in the search results.
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