An Introduction to Voice Search
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The document discusses the growth and effectiveness of voice search, highlighting its speed and convenience compared to traditional typing. It provides statistics on the increasing usage of voice search across platforms and emphasizes the importance of optimizing content for featured snippets and local queries. Additionally, it suggests techniques for improving voice search results, such as using conversational language and structured data.
An Introduction to Voice Search
- 1. Wednesday 25th October ‘17 Oxford Digital Workers’ Union #ODWU Patrick Langridge Head of SEO Screaming Frog An Introduction to Voice Search #ODWU
- 3. Who is Using Voice Search? #ODWU
- 4. Why Are We Using Voice Search? ▪ Fast – on average humans can speak 150 words per minute vs type 40 words. ▪ Easy – convenient, hands-free, instant. ▪ Personal – context driven, ability to understand based on prior questions, interactions and locations. “Smart digital assistants are responding to user needs, not user searches.” #ODWU
- 5. Why Are We Using Voice Search? #ODWU
- 6. Voice Search Accuracy ▪ 2016 – Bing: 1 in 4 searches on Windows 10 taskbar are voice. ▪ 2016 – Android: 1 in 5 searches on mobile apps are voice search ▪ 2020 – Baidu: At least 50% of all searches will be through images or voice. #ODWU
- 8. Personalisation Factors ▪ Location ▪ Device ▪ Browser ▪ OS ▪ Time Of Day ▪ Search History (personal & general) ▪ Logged In vs Logged Out #ODWU
- 9. How Are We Using Voice Search? #ODWU
- 10. How Are We Using Voice Search? #ODWU
- 14. Lessons From Voice Search ▪ https://moz.com/blog/lessons-from-1000-voice-searches ▪ 71% of 1,000 searches yielded voice answers. ▪ 87% of text-only featured snippets yielded voice answers. #ODWU
- 15. Optimising for Featured Snippets ▪ Structure content using; definitions, tables, rows, bullet points, Q&As, comparisons and numbered lists. ▪ Answer questions concisely, as Google prefers to feature an answer which is given in one paragraph (50 – 100 words, lists of 4 – 8, tables of 4 – 9 rows). ▪ Explicitly mention the term in question or move it higher up in the page. ▪ Use factual and accurate data – numbers and prices work well. ▪ Reverse engineer competitors featured snippets to understand how they are structuring their content. ▪ Look for new opportunities from ‘People also ask’ questions. #ODWU
- 16. Why Are We Using Voice Search? #ODWU
- 19. Schema #ODWU
- 20. Optimising for Voice Search ▪ Content style should be conversational in tone and reflect natural language and speech patterns. ▪ Similar to featured snippets, structure content to answer common user questions – reverse engineer Google Instant Answers. ▪ Use tools like Answer The Public to understand common questions within your vertical. Value is in the long-tail! ▪ Local – location focused queries are very important in voice search (‘near me’, ‘nearest’, ‘nearby’). ▪ Implement structured data and Schema mark up to provide search engines with additional information about your content. #ODWU