How to Create a Voice Search Strategy - Zazzle Media
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Mark Wheat from Zazzle Media, spoke on Voice Search at KBBDigicon this September. Check out why snippets are absolute gold as far as voice is concerned, and we'll talk you through nailing a strategy to make sure Siri and Alexa can find your business!
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How to Create a Voice Search Strategy - Zazzle Media
- 2. 2 About me o Strategy and Innovation Manager. o Managing accounts since 2008. o Made the move to agency in 2016 and havent looked back! o Now, I spot opportunities to take client performance to new levels.
- 3. 3 Where I work o 9 years young! o 50+ employees o Content Marketing o Part of IPG
- 4. 4 Some of our clients include #KBBDIGICON
- 5. 5 Im glad you asked! This talk is about voice search; its growth and how to potentially benefit from its use Whats this about?
- 6. 6 They say the only thing constant in life is change #KBBDIGICON
- 7. 7 We're only 2 years away from it being all about... VOICE! #KBBDIGICON
- 8. 8 The big players are already piling in #KBBDIGICON
- 9. 9 As are the users. 20% of all searches are already voice. 50%of all search queries will be voice by 2020. #KBBDIGICON
- 10. 10 What is causing this increase? Technological advancements Improved accuracy Integration Ease of use Speed of use Voice: 150 wpm Typing: 40 wpm #KBBDIGICON
- 11. 11 Voice search and SEO: What is it changing? #KBBDIGICON
- 12. 12 Searches naturally become longer and more conversational Google states that 70% of searches on Google Assistant use 'natural language' Voice search keywords are significantly longer than text-based searches The way people search #KBBDIGICON
- 13. 13 Where people search Google states '_____ near me'searches have grown by 150%inthe lasttwo years. One survey found people aresignificantly more likely touse voice searchina public place compared to last year. #KBBDIGICON
- 14. 14 But most significantly, voice search changes how people get results... #KBBDIGICON
- 15. 15 'Voice search is changing Google from a search engine to an answer engine...' #KBBDIGICON
- 16. 16 Featured snippets become GOLD #KBBDIGICON
- 17. 17 But, why are featured snippets so important? #KBBDIGICON
- 18. 18 40.7% of voice search answers come from the Featured Snippet. Google Home and Alexa search results only give you one answer! 40.7% of voice search results #KBBDIGICON Featured snippets are a voice search cheat code
- 19. 19 Our devices are powered by more than just one horse. ALEXA GOOGLE ASSISTANTCORTANASIRI #KBBDIGICON Its not all Google
- 20. 20 What do we know about featured snippets? #KBBDIGICON
- 21. 21 99.58% of featured snippets already rank in the top ten results in SERPs #KBBDIGICON
- 22. 22 With 97% ranking in the top 5. There is a correlation between ranking position and snippet percentage. #KBBDIGICON 30.9% #1 23.5% #2 15.9% #3 13.7% #4 6.1% #5 0.8% #6 0.7% #7 0.5% #8 0.5% #9 0.4% #10
- 23. 23 Content with a featured snippet gets a 2x higher CTR (HubSpot) Owning snippets is important for more than just voice... #KBBDIGICON
- 24. 24 What types of searches are getting featured snippets? QUESTIONS 41% COMPARISONS 22.67% PREPOSITIONS 17.72% #KBBDIGICON
- 25. 25 What is the relevant snippet opportunity? #KBBDIGICON
- 26. 26 6,659* Keywords returning Featured Snippets 1.6m*SEARCH VOLUME PER MONTH for those keywords Firstly, there are already a significant number of snippets within this market... #KBBDIGICON
- 27. 27 So, how do you get heard? #KBBDIGICON
- 28. 28 Start with keyword research Look for 'natural language' keywords. In addition to search volume, CPC, and seasonal trends, keep an eye out for conversational keywords as these going to be more and more relevant as voice search grows. As we move into a voice first world we need to change the way we do our keyword research. Dont avoid long tail keywords. As touched on, as more people search through voice the average keyword length is getting longer and longer. Focus on 'question' keywords. Attributed to voice search question keywords are said to be up 61% year-over- year. So think about operators like 'what', 'how', 'where' and so on. #KBBDIGICON
- 29. 29 Then produce voice optimised content: voice focused FAQ pages... FAQ pages answer natural language questions. #KBBDIGICON
- 30. 30 Why are FAQ pages so important? Question keywords are on the rise. Voice search results are 1.7x more likely to come from an FAQ page compared to desktop results #KBBDIGICON
- 31. 31 Answers need to be succinct. Understanding how word count plays into the equation By analysing snippets in your industry we can build a study to identify the length Q&A content should be. From this data, we know content between 45 and 53 words is the sweet spot for capturing them. #KBBDIGICON 45-53 words
- 32. 32 The most common length of content in featured snippets is 40-50 words (SEMrush) This correlates with wider analysis... #KBBDIGICON
- 33. 33 Content needs to give people direct answers to their questions. #KBBDIGICON
- 34. 34 The average word count of a Google first page result is said to be approximately 1900 words The average word count of a voice results page is even longer at 2312 words One page can return snippets for hundreds of different terms. But, long form content ranks better for voice #KBBDIGICON
- 35. 35 Websites must be optimised for voice search #KBBDIGICON
- 36. 36 Website speed is key The loading speed of a voice search result is 3.8x faster than that of the average website. #KBBDIGICON Voice: 0.54s Webpage: 2.10s
- 37. 37 27% of mobile searches on Google are made via voice. So is optimising for mobile. #KBBDIGICON Google's mobile first index has increased the significance. Voice search is considered a mobile-driven phenomenon.
- 38. 38 Voice searches are 3x more likely to be location based than text searches '____ near me' searches grown by 150% in the past two years Not forgetting location marketing #KBBDIGICON
- 39. 39 So, websites need to be optimised for local search #KBBDIGICON Google My Business Structured Data Markup Review Strategies Directories and Citations
- 41. 41 Voice search usage is growing rapidly. It is changing how we search, where we search, and the search results we get. Claiming featured snippets is key. Look at keyword research and create voice centric content like FAQ pages. Ensure websites are optimised in terms of speed, mobile, and for local search. #KBBDIGICON
- 42. 42 This presentation will be available on 際際滷share at www.slideshare.net/zazzlemedia www.zazzlemedia.co.uk
- 43. 43 Thank you and questions. 43 #KBBDIGICON