Voice Interfaces - Content's Play for Marketing Dominance
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This document discusses the rise of voice interfaces and opportunities for businesses. It notes that 20% of searches are now voice, and 55% of teens and 40% of adults use voice assistants daily. As accuracy improves to 99%, voice assistants will be used much more frequently. The document provides tips for businesses to optimize for voice, such as creating targeted content for common questions, optimizing local listings, and implementing appointment booking systems. It also highlights the importance of reviews and conversation mapping to improve voice search experiences.
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Voice Interfaces - Content's Play for Marketing Dominance
- 1. 1 SEARCHELITE2017 Voice Interfaces: Content’s play for marketing dominance.
- 2. 2 I’m no techie… Name: Simon Penson Occupation: Managing Director, Zazzle Media Contact: @simonpenson Career: Print editor turned digital agency founder SEARCHELITE2017
- 3. 3 It’s coming at us faster than we can comprehend. SEARCHELITE2017 @simonpenson
- 4. 4 SEARCHELITE2017 Just ask Google’s chief engineer… ”We won’t experience 100 years of progress in the 21st century – it will be more like 20,000 years.” Ray Kurzweil, Google Chief Engineer
- 5. 5 SEARCHELITE2017 The big players are piling in…
- 6. 6 SEARCHELITE2017 As are the users… 20%of all search queries are now voice.
- 7. 7 SEARCHELITE2017 55% of teens and 40% of adults use voice DAILY… @simonpenson
- 8. 8 And it’s certainly not just about search. SEARCHELITE2017 @simonpenson
- 9. 9 SEARCHELITE2017 A whole world of opportunity…
- 10. 10 SEARCHELITE2017 Some say it’s too early…
- 11. 11 As we go from say 95% to 99%, we will go from barely using it today to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer… ANDREW NG, CHIEF SCIENTIST, BAIDU SEARCHELITE2017
- 13. 13 SEARCHELITE2017 Be Prepared. Here’s how we can stake our claim for voice market share: @simonpenson
- 14. 14 There are two paths SEARCHELITE2017
- 15. 15 Where does the data come from? Three of the Big Four use Bing! Snippets are GOLD Amazon likes Yelp! Optimise for Local Pack Skills & Actions are needed SEARCHELITE2017
- 16. 16 SEARCHELITE2017 We ask questions differently.. @simonpenson
- 18. 18 We will revert to ‘conversational’ SEARCHELITE2017
- 21. 21 Ranking in the Top 10! Answering questions concisely Using good HTML structure Answering related questions together Using great imagery Claim them by…. SEARCHELITE2017
- 22. 22 SEARCHELITE2017 An example We delivered 40+ breed- specific content pages in relation to pet insurance. The pages mapped were driven by search volume clusters that were identified as missed opportunities.
- 23. 23 Keyword 5th Jun 28th Jun 26th Jul 22nd Aug 5th Sep Total Growth Beagle Dog Insurance 100+ 12 6 5 5 95+ Bischon Frise Dog Insurance 100+ 13 9 7 6 94+ Border Collie Insurance 100+ 10 8 8 6 94+ Bull Terrier Insurance 100+ 6 6 4 3 97+ Burmese Cat Insurance 100+ 3 2 2 2 98+ Jack Russell Insurance 100+ 12 4 4 5 95+ Pomeranian Insurance 100+ 7 5 2 1 99+ Russian Blue Cat Insurance 100+ 38 2 2 2 98+ Siamese Cat Insurance 100+ 29 4 5 4 96+ SEARCHELITE2017 It helps with rankings too!
- 24. 24 Local becomes a hot topic too. Reimagine the opportunity. SEARCHELITE2017 @simonpenson
- 25. 25 No more of this… SEARCHELITE2017 25
- 26. 26 Precision booking comes to all… SEARCHELITE2017
- 27. 27 SEARCHELITE2017 Vertical search alliances may pay…
- 28. 28 Buy Nearest Get Cheapest Find Best Deal Top Rated Closest Words like these become more valuable with less ‘friction’ SEARCHELITE2017
- 30. 30 Understanding user journeys is the secret weapon… SEARCHELITE2017 @simonpenson
- 31. 31 [me] What’s the best lawnmower for under £500? [voice assistant] How large is your lawn? [me] It’s not very big. I don’t need a ride-on. [voice assistant] OK so would you prefer a cylinder or rotary version? [me] I don’t know. How do I choose? [voice assistant] If you want stripes and your lawn is very flat, a cylinder gives a better finish. If not, a rotary is better. [me] OK, definitely a rotary then! [voice assistant] Good choice. In that case, your best options are either the McCulloch M46-125WR or the BMC Lawn Racer. [me] Which is best? [voice assistant] According to Trustpilot, the McCulloch has 4.5 stars from 36 reviews versus 3.5 stars for the BMC. The McCulloch is also cheaper. Do you want me to find the best deal or somewhere nearby that stocks it? [me] I’d like to see it before buying if possible. [voice assistant] OK, ABC Lawn Products is 12 miles away and has an appointment at 11am. Do you want to book it? [me] Perfect. SEARCHELITE2017 Conversation mapping – the future.
- 32. 32 Guide – Best lawnmower for £500 Guide – Rotary versus cylinder lawnmowers Review strategy – Create a plan to collect more reviews Optimization – Evergreen guide optimization strategy to enhance featured snippet opportunities Local search – Optimize business listing to include reviews, opening times, and more Appointments – Open up an online appointment system and optimize for voice SEARCHELITE2017 And the opportunities
- 33. 33 Claim your free cheat sheet zazzlemedia.co.uk/resources/voice-strategy-guide SEARCHELITE2017
- 34. 34 SEARCHELITE2017 Thanks for listening. Keep in touch - @simonpenson
Hinweis der Redaktion
- Hello. Not often you get to say this but here to talk for the first time about the next interface in computing Big deal. Also why it’s content that is the secret to victory.
- I’m certainly not a hardware guy. I am passionate about innovation and how we can create audiences of value. Built an agency off the back of the growth of content in the desktop and mobile eras. For me voice is the next opportunity.
- Many will think it’s ‘but it’s coming at us faster than we can comprehend. The reason for that is this.
- The Law of Acclerating Returns. Google’s chief engineer Ray Kurzweil explained how Moore’s law (growth of computing measure) no defunct and we will now see an exponential acceleration. 20,000 years progress in 100. 2005 one insect brain Couple years later mouse brain 2020 one human brain 2040 all human brains combined Think about that progression and what it means for what we do as marketers.
- We are reaching a tipping point with computing power/software met with hardware from all the big guys.
- Google tells us that 20% of ALL searches are already voice and they see that growing to 50% by 2020.
- Indeed most teens and lots of adults are using it for all manner of things – from directions and personal assistance to homework!
- Ans despite being stood here at an event called Search Elite it’s not just about search.
- We are already using voice to help with everything from daily task planning to finding local things and even as a form of entertainment. 50% of that is ‘search’ related but clearly the opportunity is much wider.
- And of course there will be naysayers. It’ll never take off, it’s a fad. But speak to those working on the technology and you get a different view. All to do with how good these things are getting. 2010 70% accuracy. Now at 90%. 99% by 2019. Why is that important?
- I’ll let Andrew Nang explain –foremost AI experts in the world. 99% is a gamechanger as it allows conversation to happen. Naturally.
- Of course voice won’t kill desktop or typed search. We only need to look back in history to prove that. Radio didn’t disappear because of TV. Print because of radio. Find their new place in ecosystem.
- So this sounds like a big opportunity. How do we prepare?
- Simplest of terms at this early stage 2 paths. Apps or search engines.
- We know this because of where the data comes from. Very interestingly Bing 3 or big four. Challenge for G if 50% Featured snippets are worth weight in gold as general info answers taken from there. Yelp becomes more inportant for local – at least for Alexa. Local pack traffic surges so make sure in it Skills, Actions needed for app stiores
- We ask questions differently. Think about how we talk. Not think or write. Talk. ‘who sells the best’… ’who is the cheapest’ – means optimising for conversational search is key to unloicking opportunity.
- And location falls further down the funnel. Who gets bigger but where is where the money is at.
- As a result of all this search phrases get longer. Iot’s already happening too as this Microsoft data proves. Think about that when designing your plan
- So that’s it then. We have voice in our pockets. Not entirely true. We should really understand, Top Level. Let’s dive into the tactical stuff.
- Firstly and most importantly for this audience is the growing importance of snippets. Everyone talking about them but they now become gold. If 50% becomes voice there is only one result for voice. Think about that and let it sink in.
- Huge amounts of research but rather than old ground here’s my own real world experience.
- Here’s an example of that approach. Tesco bank. Used data to understand opportunity.
- The result is better rankings also as well as featured snippets.
- Local is critical too. Over ¼ of the opportunity. Think different.
- Solves potentially a real issue with having to do stuff alone. Cant get a plumber. Unorganised!!
- Wouldn’t it be great to be able to ask for the best local aerial guy and book a slot, all with voice.
- And the vertical search engines have a big part. Skyscanner big play in voice. Hang onto coat tails by optimising/spending to piggyback that rather than compete with your own app.
- And we need to think differently about the kinds of trigger words. Voice creates less friction so easier to convert. Less thought booking with voice. These words that might have been some way down funnel could convert now.
- And most important. How pull together.
- User journey – audience centric planning key
- Here’s an example. Ideations become conversation mapping exercises. Start with persona. Map all buying conversations like this for lawnmower. This is at 99% understanding. Natural language processing enables full conversation.
- Against that map all content opportunities to help/add value. There’s your plan.
- Covered lots and most of it new so claim your free
- Thanks.