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OK Google, let’s talk: How voice search is shaping user behavior.

Matt Stannard4Ps Marketing

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

2

AGENDA

About Me

Evolution of Search

Voice Search

What can I measure?Mobile

Google Home

Evolving for Voice

Amazon Echo

Q&A

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

3

Director of Innovation

I help excite clients to create best in class solutions to problems.

Me

Love technology, been coding since the days of Atari STs and Amigas.

Social

@mattstannard

ABOUT ME

Evolution of Search

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Evolution of Search to Voice…

Voice Search

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Voice Search – The Devices

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Voice Search – Overview

Voice Search and its accessibility and the role its plays in User Journeys has changed since the initial "voice" feature within Google.

Devices like Google Home, Amazon Echo and Google Assistant are making it easier for Users to ask questions without necessarily going anywhere near a Search Engine.

So what drives the answers given back? With the introduction of Rich Snippets in 2016 – many believe responses will be driven by this – however is this always the case?

The Whats…

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Voice Search – What is SEO?

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Voice Search – What is SEO?

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Voice Search – What is Paid Search?

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Voice Search – What is a Rich Snippet?

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Voice Search – What is a Rich Snippet?

?

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Voice Search – What is an MOT?

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Voice Search – What is an MOT?

?

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Voice Search – Summary

Google Home and Google Assistant were able to answer all "What" queries, the Amazon Echo understood some questions however the source of it's responses my not be Bing as some suggest.

Where Google Home was able to answer a question it would also respond with what was displayed within a Featured Snippet.

This would suggest understanding what is being shown for relevant "What" queries will help understand what a User may be served if they search through voice and offer opportunity to be served as a response if a site can appear as a featured snippet.

The Best …

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The Best…. DLSR Camera?

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The Best…. DLSR Camera?

?

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The Best – DLSR Camera

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The Best – DLSR Camera

Tech Radars Best:

• Nikon D850• Canon EOS 5D Mark IV• Nikon D500• Nikon D7500• Canon EOS 7D Mark II• Nikon D750• Nikon D3400• Canon EOS Rebel T7i / Canon EOS 800D• Nikon D810• Pentak K-1

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The Best – Digital Camera

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The Best…. Digital Camera?

?

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The Best – DLSR Camera

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

The Best – DLSR Camera

Tech Radars Best:

• Nikon D850• Canon EOS 5D Mark IV• Nikon D500• Nikon D7500• Canon EOS 7D Mark II• Nikon D750• Nikon D3400• Canon EOS Rebel T7i / Canon EOS 800D• Nikon D810• Pentak K-1

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

The Best – DLSR Camera

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The Best…. Mattress?

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The Best…. Mattress?

?

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The Best…. SEO Software?

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

The Best…. SEO Tool?

?

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The Best – Summary

When asked for product recommendations using "The Best", Amazon will use its own internal product matching algorithm whereas Google Home will integrate with search.

It does look as though there is an authority aspect as the contents of a Featured Snippet are not always what is read out in favour of a summary of a website.

Where a site is summarised, often content is taken out of context – could this be an opportunity for optimisation?

This would suggest that understanding what ranks for comparison terms is important to help identify potential authorities whose content may be pulled as a response to a Voice query.

What can I measure?

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What can I measure?

Voice Search doesn't render a SERP and currently Search Console shows no way of separating a voice "impression" from any other search.

Tracking what a user may be presented when undertaking a voice search is also something that currently could be difficult due to heavy personalisation.

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Query Types

Tools like Stat allow you to easily tag keyword queries and so it would be advisable to tag those where a featured snippet appears, or, those that are "What", "Where" and "How" queries.

This will help to understand what the Desktop / Mobile Search Landscape looks like.

If you are not visible within that landscape it is unlikely you'll be visible for a Voice Search query. If a snippet doesn't appear or a site with good authority then this could be an opportunity.

You are also able to look at Search Console and filter queries based on whether they include key words.

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Web Analytics

Google Home doesn't create a session on your website, however, any links returned are shown in the Google Home app.

Google came under critiscm as these links technically are "organic" but originally would be considered "direct" by Google Analytics and other tools.

The Google Home app now tags links with utm tracking, that is utm_source=google&utm_medium=organic

By default GA will remove utm parameters, so consider a view which renames these as there is a high likelihood that these came through Voice Search.

Evolving for Voice

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Evolving for Voice

All of the examples above have been triggered purely asking questions directly to a device.

Platforms such as API.AI allow us to define our own voice actions allowing a user to talk directly to a product, service or Brand – you define the inputs and responses. All engagement can then be measured.

4Ps Marketing | Part of the NetBooster Group www.4PsMarketing,com | @4PsMarketing

Evolving for Voice - Stat

I thought the best way to show this would be to talk to Stat via Google Home!

OK Google, Talk to Stat!!

Q&A