Voice Technology Search Strategies
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The document discusses the growing importance of voice search technology and its implications for marketing strategies. It highlights statistics on voice search usage, the role of voice assistants in enhancing workplace efficiency, and the necessity for businesses to optimize their online presence for voice queries. Marketers are encouraged to focus on conversational language, audience intent, and local search optimization to capitalize on this trend.
Voice Technology Search Strategies
- 1. SPEAKNOW Search Strategies forVoice Technology Melissa Walner - Director,Head of Global SEO - Hilton
- 2. “The way we tell stories and make connections has changed over the years.We now have tools and automation to help us understand our audiences in ways never before possible. New tech, new data sources — they all enable us to expand our storytelling capabilities, both creatively and strategically, to earn people’s attention.” —Tara Walpert Levy,VP of Agency and Brand Solutions, Google
- 4. Voice Search ByThe Numbers Present and PredictedUsage ~1 Billion voice searches are made each month. (Source: Alpine.AI) 4 20% of mobile queries are voice searches. (Source: Google) 46% of voice search users look for a local businessdaily. (Source: BrightLocal) 50% of all searches will be voice searches. (Source: comScore) 30% of all searches will be done without a screen. (Source: Gartner) 76.5M people in the US will be using a smart speaker. (Source: eMarkter) Today….. By 2020…..
- 5. MoreVoices, More Choices The SmartSpeakerBattleground 5 Source: Strategy Analytics - Smart Speaker Report • 11.7M smart speakers shipped worldwide in Q2 2018, generating wholesale revenue of more than $1B. • Google Home Mini and Amazon Echo Dot accounted for a combined 38% of global shipments. • Market growth continues to explode, with more heavyweight brands planning to launch models in this segment.
- 6. A Mission to Multitask Voice GiveYou MoreTime toTackle More A 2018 ThinkWithGooglestudycited thetopreasonspeopleturnto voice activatedspeakers. • Allowsthem to more easily multitask. • Enables them to do things faster than other devices. • Empowers them to instantlyget answers and information. • Makes their daily routine easier. 6 Source: Think With Google/Consumer Insights
- 7. TheVirtualColleague Voice AssistantsAtWork FiveKey Benefits • Boost in productivity • Automatemeetings • Improve communications • Expeditedata surfacing • Broader accessibility 7 Human’sspeakandhearat a rateof 150 word-per-minute,versus type40 words-per-minute. Source: Wikipedia.org Voice Assistantsare also beginning to make their way into the workplace, providing new opportunities to improve efficiency.
- 9. FeaturedSnippet Fundamentals Owning “PositionZero” • Featuredsnippetsappear atthe top of Google’ssearch results page,providingquick, directanswersto queries in theform of a question. • Snippetanswers arepulled from pages that rank within Page 1 of the resultsfor that query. • Googlepicks the excerptfrom the page that bestanswersthe queryin a simple,concise format. 9 ~80% of Google Homeresponses stem froma featuredsnippet. Source: Search Engine Land
- 10. AimTo Answer Questions Identifying InformationalQueries Where to FindInformational Queries • Keyword research tools • Answer The Public consumer insighttool • Google’s People Also Ask feature • Q&A sectionof Google’s Knowledge Card • Talk to customersand employees 10 To own “positionzero”, put yourself in your customers shoes. Look for queriesrelatedto your businessor productthatcontain questionstarters, such as ‘who’, ‘why’, and‘how’.
- 11. Account ForAudience Intent TailorContent for Micro-Moments Align informational querieswitheachmoment in your customer journey, thencreate content that meetstheneedsof your audience for eachone. 11 Source: Think With Google Think With Google- TravelCustomer Journey
- 12. Account ForAudience Intent Example: Hilton MomVoyage Blog 12 Launched in 2013,Hilton MomVoyage featuresa robust collection of unique, helpful travel tips,reviewsand recommendations fromtravel-lovingmoms and dads.
- 13. Think How People Speak HumanizeYourContent • Use clear, succinct verbiage • Leverage adverbs that answer who, what, where, when, why and how • Keep answers short, simpleand to the point • Focus on long-tail keywords that are conversational • Strike a balance between breadth and depth of content • Avoid marketing babble and buzzwords; mimic how real people talk 13 To optimizefor voice search, infuse human “conversational” language in your content. ContentHierarchyStructure for Voice Supporting Information Key Details Answerto the Question
- 14. The Low Down On Local SEO MostVoice Search is Mobile and Locally Focused • Claim and fully optimize all of your businesslistings – especiallyGoogle My Business (GMB) • Ensure your businessNAPW (name, address,phone,website)and hours-of-operationareconsistentandaccurateacrosstheweb • Do not use a toll-freenumber or PO Box address • Have a landingpage on your site for each location,anduse thatURL in your business listings • Ethicallyencourageonlinereviews from customers • Respondoften to both negativeandpositive reviews • Make your site mobile-friendly • Add Schema.orglocalbusiness markup to your site 14 To helpcapture“nearme”searches,focuson keyfactorsthatcanimpactlocal rankingsignals. In thepast twoyears,there has been150%growthin mobilesearches for “___nearme now”. Source: Think With Google
- 15. MindYour Google My Business Being on the Map Matters 15 3-Pack Knowledge Card 58% of consumers haveusedvoice searchtofindlocal business informationin thelast 12 months. Source: BrightLocal • Verify thatyour local pin on the map is correct • Add a detailedbusiness description • Pick specificcategoriesfor your business • Add quality,story-tellingphotosand videos • Monitorand respondto reviews and Q&A • Take advantageof Google Postsfor announcements/generalupdates, events,offersand products SpecificGMB OptimizationTips
- 16. 16 TakeawaysForTapping IntoVoice • Voice technology is growing rapidly, and consumers are becoming moredependent on the convenienceof it. Marketers have to start laying thefoundation for their strategy in this space, sooner rather thanlater. • Voice searchisn’t aboutoptimizing for specific keywords. It’sunderstanding the intent behindquestion-based queries, thendeveloping contentthatanswers thosequestionsin a natural, conversationaltone. • “Near me” searchesare critically importantfor local businesses, withthevast majority comingfrommobiledevices. A mobile-friendly website, location basedschema markupand fully optimizedbusinesslistings will helpensure you are “the chosenone” for thesequeries via voice search.
- 17. ThankYou