How to Optimise for Voice Search, Shopping & AI (Alexa, Google Home)
2 likes2,808 views
The document discusses the rise of voice search and voice assistants, highlighting the expected growth of voice shopping to £30 billion by 2022 in the UK and US. It covers statistics on the increasing use of voice search, the development of voice assistant technologies, and how brands can optimize content for these platforms. Key suggestions include creating in-depth, mobile-friendly guides and utilizing schema markup to enhance visibility in voice search results.
How to Optimise for Voice Search, Shopping & AI (Alexa, Google Home)
- 1. #SMX #27A @PeteCampbell Pete Campbell, CEO & Founder, Kaizen Optimising Content for Voice Search & Virtual Assistants
- 2. #SMX #27A @PeteCampbell PETE REIS-CAMPBELL KAIZEN • CEO & Founder of Kaizen • We create content that’s made to be seen • The UK’s fastest growing independent agency • 20+ team of creative and technical pioneers • 3 award wins, 5 nominations in 2017/18 • Pete built his first website at 11, first grey hair at 29 • Proud owner of an Amazon Echo Dot • Will buy any Nintendo product
- 4. #SMX #27A @PeteCampbell “Alexa, I’d like to buy a video game”
- 5. #SMX #27A @PeteCampbell “Alexa, I’d like to buy a video game” “Based on your order history, I’d suggest ‘Crash Bandicoot N. Sane Trilogy’ for Nintendo Switch. It’s £26, would you like to buy it?”
- 6. #SMX #27A @PeteCampbell “HELL YES!”
- 8. #SMX #27A @PeteCampbell HOLY $#!&
- 9. #SMX #27A @PeteCampbell NO APP. NO BROWSER. NO SEARCH. VOICE-ONLY SHOPPING
- 10. #SMX #27A @PeteCampbell VOICE SHOPPING ESTIMATED TO HIT £30 BILLION BY 2022 IN THE UK & US O&C Strategy Consultants – Feb 2018 https://prn.to/2tez9Ix
- 11. #SMX #27A @PeteCampbell THE GROWTH OF VOICE SEARCH & ASSISTANTS
- 12. #SMX #27A @PeteCampbell THERE ARE NOW OVER ONE BILLION VOICE SEARCHES PER MONTH Credit: Alpine.ai – Jan 2018
- 13. #SMX #27A @PeteCampbell 40% OF PEOPLE NOW USE VOICE SEARCH ONCE PER DAY Credit: Comscore
- 14. #SMX #27A @PeteCampbell 50% OF SEARCHES WILL BE WITH VOICE INTENT BY 2020 Credit: Comscore
- 15. #SMX #27A @PeteCampbell 9.7 27 43.2 56 0 10 20 30 40 50 60 2016 2017 2018 (estimated) 2019 (estimate) Millions ALEXA & GOOGLE HOME DEVICES ARE SELLING LIKE HOTCAKES Credit: Associated Press & Statista
- 16. #SMX #27A @PeteCampbell SIGNIFICANT ADVANCES IN VOICE TECH Capgemini – Jan 2018
- 17. #SMX #27A @PeteCampbell 25% PERCENT OF PEOPLE PREFER USING A VOICE ASSISTANT TO SHOP OVER A WEBSITE Capgemini – Jan 2018
- 18. #SMX #27A @PeteCampbell BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
- 19. #SMX #27A @PeteCampbell 5X THE NUMBER OF ALEXA SKILLS NOW THAN 18 MTHS AGO
- 20. #SMX #27A @PeteCampbell 65% Ask a Question 43% Play Music 43% Check Weather 42% Getting Directions 42% Timers, Alarms & Reminders 36% Product / Company Searches HOW PEOPLE USE VOICE ASSISTANTS Credit: Kaizen – May 2018
- 21. #SMX #27A @PeteCampbell THE VOICE APPS OPPORTUNITY FOR BRANDS
- 22. #SMX #27A @PeteCampbell WE ASKED 1,000 OWNERS WHAT TASKS THEY WISH THEIR VOICE TECH COULD DO
- 23. #SMX #27A @PeteCampbell 24% Price Comparison 16% Make Payments 15% Budgeting Assistance 13% Get an Insurance Quote WHAT PEOPLE WISH VOICE AI COULD DO 25% Check Bank Balance FINANCE Credit: Kaizen – May 2018
- 24. #SMX #27A @PeteCampbell 29% Check Hotel Prices 28% Travel Updates 25% Flight Check In 21% Flight Availability WHAT PEOPLE WISH VOICE AI COULD DO 31% Check Flight Details TRAVEL Credit: Kaizen – May 2018
- 25. #SMX #27A @PeteCampbell 44% Find Cheapest Option 27% Track Auctions 20% Item Returns 21% Product Suggestions WHAT PEOPLE WISH VOICE AI COULD DO 48% Delivery Tracking RETAIL Credit: Kaizen – May 2018
- 26. #SMX #27A @PeteCampbell OPTIMISING FOR VOICE SEARCH & ASSISTANTS
- 27. #SMX #27A @PeteCampbell ANSWERS ACTIONS
- 29. #SMX #27A @PeteCampbell USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
- 30. #SMX #27A @PeteCampbell CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
- 31. #SMX #27A @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
- 33. #SMX #27A @PeteCampbell USE SEMRUSH TO IDENTIFY WHICH KEYWORDS CONTAIN A FEATURED SNIPPET RESULT PAGE
- 34. #SMX #27A @PeteCampbell USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP TO GAIN A KNOWLEDGE BOX SNIPPET ALLLOWS GOOGLE HOME TO PULL ANSWERS ABOUT YOUR BRAND
- 36. #SMX #27A @PeteCampbell https://bit.ly/2EiV1DN • Information Satisfaction: The query answer meet the users needs • Length: answers must be succinct • Formulation: grammatical correctness ease of understanding • Elocution: spoken answers must have proper pronunciation. Search Speech Guidelines for Google Assistant
- 37. #SMX #27A @PeteCampbell ACTIONS (SMART PHONES + SPEAKERS)
- 38. #SMX #27A @PeteCampbell You’re going to need a bigger API WEB SEARCH APP VOICE AI
- 39. #SMX #27A @PeteCampbell HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
- 40. #SMX #27A @PeteCampbell HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
- 41. #SMX #27A @PeteCampbell USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS WITHOUT DOWNLOADING – OR KNOWING ITS NAME
- 42. #SMX #27A @PeteCampbell SET PICKUP LOCATIONS CHOOSE VEHICLES ASK ABOUT THE STATUS OF THE RIDE
- 43. #SMX #27A @PeteCampbell INSURANCE INFORMATION AND SUPPORT
- 44. #SMX #27A @PeteCampbell ORDER FOOD TRACK ORDERS RE-ORDER PREVIOUS MEALS LEAVE REVIEWS FIND SPECIAL OFFERS
- 45. #SMX #27A @PeteCampbell DEEP AI / MACHINE LEARNING
- 46. #SMX #27A @PeteCampbell GOOGLE DEEPMIND
- 47. #SMX #27A @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
- 48. #SMX #27A @PeteCampbell GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
- 49. #SMX #27A @PeteCampbell NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING https://www.youtube.com/watch?v=nMR5mjCFZCw
- 50. #SMX #27A @PeteCampbell50 GOOGLE HAS BUILT AN AI CALLED AUTOML. THAT’S DESIGNED IS TO CREATE CHILD A.I.s. AUTOML ACTS AS A CONTROLLER WHICH CREATES NEW A.I.s FOR A SPECIFIC TASK.
- 51. #SMX #27A @PeteCampbell51 AUTOML CREATED A “CHILD AI”, NASNET, TO IDENTIFY OBJECTS IN A VIDEO IN REAL TIME. AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND REPEATED THE PROCESS THOUSANDS OF TIMES.
- 52. #SMX #27A @PeteCampbell THE CHILD AI OUTPERFORMED EVERY OTHER IMAGE RECOGNITION SYSTEM
- 53. #SMX #27A @PeteCampbell MEET GOOGLE DUPLEX – THE A.I. ASSISTANT THAT COULD MAKE ROUTINE CALLS FOR YOU
- 55. #SMX #27A @PeteCampbell WE CAN ONLY HOPE
- 56. #SMX #27A @PeteCampbell DOWNLOAD THE SLIDES: KAIZEN.CO.UK/VOICE/ THANK YOU! SEE YOU AT THE NEXT #SMX