There has been a lot of hype about voice search, but this can distract brands from the real opportunities that this new technology provides.
As people talk to their devices in increasing numbers, brands need to listen and they need to respond effectively. Simply producing another FAQ page will not be sufficient as consumer expectations continue to rise.
This webinar will cover the following topics:
- Current voice search trends.
- Voice search myths.
- Tactics to increase voice search traffic today.
- How to prepare for the future of voice search..
3. The more a user interface is able to replicate how
humans interact with the world, the more our
interactions with computers will come to feel natural
and intuitive.
Tom Ward
16. Smartphone growth will not be
driven by Western markets.
- North America: 47M (+18%)
- Western Europe: 34M (+12%)
- Latin America: 144M (+71%)
- Middle East and Africa: 272M
(+62%)
- APAC: 226M (+64%)
- India: 374M (+165%)
- China: 231M (+34%)
17. Voice Search Usage Trends
● Speaking is more natural, but we are accustomed to
typing search queries.
● Voice is used for actions, quick answers, reminders.
● Normally preferred when a screen is not required, or
when hands are not free.
● Worldwide, voice is helping get more people access to
digital services.
● A new audience is moving online and voice-first will be
less alien for them.
24. digitalmarketinginstitute.com 24
Break Content Down Into Fragments That Can Be Served in Snippets
25-45 words
seems to be the
optimal length
Important to
try and earn the
full snippet.
31. digitalmarketinginstitute.com 31
Plot out the stages of the day
when your audience will interact
with your company online.
From here you can start to see
whether they will have access to
a screen, which device they may
be on, and where they are likely
to be.
That provides a strong basis for
multimedia content planning.
32. Input Output Use Cases
Voice Voice
One answer
Actions
Voice Text
Multiple answers
Device with screen
Voice Image
Shopping
Directions (local listings)
Image Image
Shopping
Ideas
Historical user data
(‘searcher’ not directly
active)
Suggestions
(Voice/image/text)
The search engine knows
enough to preempt and
answer the query
34. digitalmarketinginstitute.com 34
Schema.org structured data
provides vital information to a
search engine about your content.
Given that search engines want to
extract and serve exactly the right
content, this is a fantastic
opportunity to increase content
visibility.
As a guideline for retail sites,
always mark up:
● Price
● Availability
● Image
● Product name
40. Should I get a
Barclaycard
credit card?
"A credit card is a convenient
and flexible way of borrowing
money, which lets you make
purchases that you can pay for
in the future.
Before you take out a credit
card, it’s important to be aware
of the potential costs and ensure
that you only borrow what you
can afford to pay back. To get
the most out of your credit card
it’s important you’re able to
meet your payment dates and
ideally pay in full every month."
*A real example, Google UK
49. digitalmarketinginstitute.com 49
Voice Search Today
● It has taken centuries to arrive at today’s level of accuracy.
● In ‘mature’ markets, we are slowly adapting to this form of interaction.
● In many other markets, the online population will soon be voice-first.
● Focus first on the structure of content. It must be accessible by all search
user agents and digital assistants.
● Populate this structure with meaningful phrases that make clear your
company’s identity. Use video and images where screens are available.
● Add an element of brand voice; after all, people speak to converse. Take
the opportunity to offer more than just keywords.
50. digitalmarketinginstitute.com 50
Voice Search Tomorrow
● 93% of our real message lies in how we speak.
● The world’s biggest companies want to learn from that data to provide
seamless, ubiquitous, personalised messaging.
● To get it, they will need a lot more access to our daily lives.
● Conversational interactions with digital assistants will become the norm,
but brands need to supply the right content.
● While it is uncertain how quickly this change will happen, it still remains
clear that true customer insight is the best way to create a future-proof
voice strategy.