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VoiceSummit.AI: Marketers! Prepare Now for the Voice Search Present & Future

VoiceSummit.AI: Marketers! Prepare Now for the Voice Search Present & Future

Presentation on Voice SEO at the VoiceSummit.ai by Katherine Watier Ong, the founder of WO Strategies LLC.
Curious as to how fast you need to adjust to capture voice search queries? You need to check out this presentation.

Katherine Watier Ong

August 25, 2022

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  1. Katherine Watier Ong • Owner of WO Strategies LLC •

    24 years of communications experience • 14 years of online marketing experience (SEO, SEM, social media, web analytics) • Built first website in 1994 • Once crashed a website for 4 days and still received almost 1.3 million visitors/mo. (up from 300K) • Wrote master’s thesis on consumer adoption of wearable computers (2003)
  2. Inputs Have Gotten Better... • 2003 Xybernaut • First consumer

    wearable computer • No cell data networks • Joystick input • Windows OS
  3. 1 in 5 US Searches May 2016: Google I/O keynote

    https://mklnd.com/2NeBRD3 on the Android App Are Voice
  4. Last Year... Source: 2017 http://bit.ly/2L2vUvl 1 in 2 use voice

    technology on a smartphone (search + actions) 1 in 3 of those use it daily
  5. We ARE Adopting Technology Faster (2018) http://www.kpcb.com/internet-trends • Smart speaker

    ownership is at 18% of the U.S. population in just 3 years • Outpacing the adoption rates of smartphones and tablets.
  6. By 2020… 30% of web browsing sessions will be done

    without a screen 2016: https://gtnr.it/2KOSBnC
  7. By 2020… 50% of all searches will be voice search

    AND image (Mary Meeker) (It was really Baidu...) 2014 http://bit.ly/2L7CltO
  8. Google Home Sample 23% was an SEO opportunity A year

    of in-home use. 3,188 queries. Source: https://selnd.com/2uz597k
  9. Weekly Voice Tech Users (Includes smartphone) 60% was an SEO

    opportunity 2017:http://bit.ly/JWIreport
  10. Germany Voice Search Use 23% 63% 64% Use it Weekly

    Online Search Asking Questions Source: http://bit.ly/JWIreport
  11. China Chinese characters are hard to type, it’s easier to

    talk. Voice Search Use 31% #1 4% Use it weekly of Chinese respondents saying they will never use it. Voice activity in China is investigating products online and search on a search engine. Source: http://bit.ly/JWIreport
  12. Thailand Voice Search Use 55% 70% 64% Use it Weekly

    Online Search Product Info Search Source: http://bit.ly/JWIreport
  13. USA /Global Top Voice Uses (Smartphone) 65%/50% Asking Questions 70%/60%

    Doing Online Searches 60%/35% Finding Local Business 55%/35% Finding Info About Local Business 53%/58% Finding Info on a Product Source: http://bit.ly/JWIreport
  14. 5% of consumers use voice shopping. Could reach 50% by

    2022. April 2018 http://bit.ly/2NGYjWl
  15. “The growth curve of voice shopping looks a lot like

    the trajectory of mobile commerce seven years ago” - Moffett Nathanson’s Greg Melich Source: http://bit.ly/2uc5XQu
  16. 56% of online grocery shoppers use or plan to use

    voice controlled smart assistant/speaker 2018: http://bit.ly/voicegrocery
  17. 58% of consumers used voice search to find local business

    info in the last 12 months Source: http://bit.ly/2KQS2cL
  18. Voice Search Queries Are Different Desktop: “weather paris” Voice: “What’s

    the weather like in Paris?” Source: http://bit.ly/2MzDIlo
  19. Where Does Google Read the Answer From? • 70% cited

    a website source • 41% came from featured snippets • Now “speakable” markup 2018: http://bit.ly/backlinkovoice and http://bit.ly/weareroast
  20. Voice Search Optimization 1. Follow SEO best practices 2. Be

    mobile friendly and fast 3. Help Google understand your content (structured data) 4. Know your audience context and intent 5. Develop a brand voice 6. Answer their questions (featured snippets) 7. Be found locally (if relevant) 8. Leverage your audio assets
  21. Get Your Tech House in Order • Load fast •

    No crawl or indexing issues • Use structured data • Be on HTTPs • Have low bounce rate and high engagement
  22. Diagnosing and Fixing Page Speed Issues • GTMetrix.com • Google’s

    Lighthouse tool in Chrome • WebPageTest.org
  23. Structured Data • Helps with entity extraction • Now enables

    Google Actions in Assistant and in Search • Can help with getting a Knowledge Box (along with other signals) • Quick Check: https://search.google.com/test/rich-results http://bit.ly/Googlestructureddataguide http://bit.ly/GooglesupportSD
  24. Google Assistant Actions Directory Users can play media via Search

    and the Google Assistant. If you have: • Structured data markup (or AMP) for recipes or news • or RSS for podcasts You will get an email to claim your directory page.
  25. Speakable Markup • News publishers can markup content that can

    be read out loud • Markup documentation • Need to be a verified news org • Submit for inclusion http://bit.ly/Googlespeak https://wostrategies.com/take-to-get-into-google-news/
  26. Users Want to Hear Your Voice 72% of regular UK

    voice users think brands should have unique voices and personalities for their apps Source: http://bit.ly/JWIreport
  27. Developing Your Brand Voice • Consistent customer’s experience of your

    brand • Helps to develop a brand that everyone understands, can articulate, and effectively share with others. • Keeps marketing and sales on the same page of who is “behind the brand” on the handle. • Lets you surface “your voice” via social, paid, voice, AND SEO.
  28. Local User Context • Claim & optimize Google My Business

    • Local geo landing pages • Consistent NAPs (Name, Address, Phone) • Claim local citations • Get geo local links • Get reviews • Full checklist here: http://bit.ly/2Lqfr0Z moz.com/local - BrightLocal.com
  29. What Works to Get Featured Snippets? • Rank in the

    top 5 • Most are questions • Mobile usable and fast loading • HTTPs • Easy reading level • Scannable • Use images • Citations May 2018: http://bit.ly/2ucDGJp
  30. Brainstorming Keyword Topics - Your Data Currently seeing voice queries?

    1. Google Search Console 2. Filter by “how, what, when” queries on mobile Credit Peter DaSilva for The New York Times
  31. Optimize Your Audio Content • Optimize your meta data and

    episode descriptions & markup for entities (guest names, etc). • Provide show notes • RSS feed requirements, Submit your RSS feed url • Plan for Google to surface internal parts of your podcast as an answer https://search.google.com/devtools/podcast/preview
  32. Other Ways to Measure • Filtered organic impressions • Mobile

    keyword rankings • Rich result rankings • Google Actions https://developers.google.com/actions/tools/analytics
  33. Takeaways • Follow SEO best practices • Leverage structured data

    • Develop a plan based on your data and your target audience. • Think about the context of their search • Develop brand voice documentation • Watch the trends (audio SEO, Google actions directory)