The document discusses strategies for tracking and gaining voice search results, including analyzing different types of responses from voice assistants, optimizing answer boxes and deciding when to develop actions or skills. It also provides examples of the different types of responses assistants provide and how usage of a new skill was tracked from launch.

1. Voice Search: Calculating &
Seizing the Opportunity
John Campbell
@johnpcampbell
Head of SEO

2. Twitter: @johnpcampbell
LinkedIn: linkedin.com/in/johnpcampbell/
Email: John.Campbell@tipigroup.com

3. https://www.econsultancy.com/blog/70297-why-we-need-to-stop-repeating-the-50-
by-2020-voice-search-prediction - Rebecca Sentence

4. • There is no keyword tool

5. Best attempt at predicting voice search numbers
600 million voice “searches”.
50% Control
20%
info
5-10
%
pers
onal
20-25%
real
searches
3 trillion searches
100k
“Possible”

6. At the end of Will’s blog post

7. Today’s agenda
The landscape
Tracking to find
opportunities
How to gain
voice results
Voice search
volume example

8. Why voice now?

9. Players in the market

10. Devices in the market

12. Smart speaker use case frequency
Source: Voicebot smart speaker consumer adoption Report Jan 18
90%
85%
91%
69%
66%
71%
38%
58%
47%
52%
41%
41%
34%
41%
35%
50%
26%
76%
69%
73%
48%
48%
52%
30%
39%
30%
31%
23%
24%
18%
26%
20%
27%
42%
41%
33%
26%
25%
24%
21%
%ofrespondents
Use Daily
Use Monthly
Have Ever Tried

13. TRACKING TO FIND OPPORTUNITIES

14. Hey Google
*lights up*
What is the best Dyson
vacuum?
According to NerdWallet.com,
“Dyson 6 motorhead, Dyson
DC65”

16. Quarterly vertical comparison reports
• Alcohol
• Automotive
• Business
• Charity
• Education
• Entertainment
• Fashion
• Finance (banking)
• FMCG
• Gaming / Gambling
• Health
• Homewares
• Hotels
• Insurance
• Music
• News
• Property
• Restaurants
• Sports
• Technology
• Transport
• Travel
• Utilities
10,000 key phrases
Mix of generic and question
based key phrases
April, one vertical a day, set as
London

17. FMGC results
500
263
237
59
134
47
..
…
.

18. No Response
Answer
Answer - Location Result (3 listings)
Answer - Location Result (3 listings) - Old Style
Answer - Knowledge Graph
Answer - News Playback
Answer - Location Result (1 listing)
Answer - Action prompt
Answer - Link on Google Home app
Answer - Location Result (2 listings)
Answer - Definition
Answer - Action Reminder
Answer - Flight search
Answer - Action Musical note
Answer - Location Result (2 listings) - Old Style
Action Response
Answer - Easter Egg
Answer - Traffic
Answer - Image
Answer - Map suggest
Answer - Translation
Answer - Navigation
Answer - Movie review
Answer - Action prompt (Open)
Answer - GMB Review
25 different types of results
Implicit invocation

19. Ability to
answer
High
Low

20. Start to compare over time – Utilities

21. Findings from 10,000 key phrases
User – “Ok Google, moped insurance”.
Google Assistant – “Sorry, I'm not sure how to help
with that"
User – “OK, Google, Hotels in
Shoreditch”
Google Assistant – “The 1st one is
Travelodge London Central City Road at
1-23 City Rd in London.
The 2nd one is Qbic Hotel London City
at 42 Adler St in London.
The 3rd one is Travelodge London
Central Kings Cross Royal Scot at 100
King's Cross Rd in London.”
Built in features
“Movie review”
“Flights to Toyoko”
“What is a Hernia”
“Traffic updates”
“Bass guitar tuner”

22. Grouping the type of answers
No
answer
Feature
snippet
Knowledge
graph
GMB
Built in
feature
Actions

23. HOW TO GAIN VOICE RESULTS

24. How do we gain answer boxes

25. On the page
Research to
find questions
Answering the
question
Using the
correct HTML
structure
Page level SEO
Domain level
SEO
Tracking &
updating

26. Built in features Vs. Actions
Built in
feature Actions

27. What is a Google Action?
Google Home Google Assistant Google Action
Is powered by the Works with

28. Discoverability of actions / skills
Marketing
Website | Email | Spotify ads |
Display | Social accounts
Directory

29. Discoverability using invocation
Ok Google, talk to
the Trainline
Ok Google, what
time does the train
from Manchester
to London leave?
Ok, for that you can
talk to the Trainline.
Does that sound
good?
Sure, here’s
Trainline
Explicit invocation Implicit invocation

30. A little experiment we’ve been running
• Google action with HM Land Registry data
• Run Voice Search Ranking Report pre
launch
• Launch the action (Tuesday)
• Keep running tracking daily
1. For key phrases without an answer does
Google invocate the action?
2. Does our action trump an answer box?

31. 0
50
100
150
200
#ofkeyphrases
Date
Answer - Similar
Answer
No Response
Answer - Link on
Google Home app
Answer - Implicit
Invocation
Answer
Result type over time
Action live

32. “average house price Sheffield”
20 21 22
23 24 25 26 27 28 29
30 31 1 2 3 4 5
6 7 8 9 10 11 12
13 14 15
No Response
Link on Google
Home app
Answer - Implicit
Invocation

33. “average house price Coventry”
20 21 22
23 24 25 26 27 28 29
30 31 1 2 3 4 5
6 7 8 9 10 11 12
13 14 15
Answered
Answer - Implicit
Invocation

34. “average house price Birmingham”
2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24
Answered
Answer - Implicit
Invocation

35. I said I was going to prove Will wrong…..

36. The data
Matched spoken phrase Impressions
whats the average house price
in $location:location
458
average house price in
$location:location
428
average house price
$location:location
429
….
….
Voice Data
Not all the voice queries suggest the action
Total voice searches = 1,506 p/m
$location:location can only reference any of the 441 locations we have house price data for
Web searches from AdWords from 441 locations
key phrase = 5,400 p/m
Web data (441 locations)
Key Phrases Searches per month UK
average house price in London 1900
average house price in Bristol 320
average house price in Scotland 260
…. ….

37. 22% of “average house price in x” searches are voice
22%
78%
Voice
Web
100,000 searches ?
House Prices - 1.5%

38. More than one action?
Brand Association
Depth & quality of
action invocation
phrases
Ratings
Usage statistics

39. Next steps
Check
voice
results
Classify
voice
results
Optimise
answer
boxes
Decide if
there is an
opportunity
Action /
Skill use
case
Dev
action
skill
Launch Optimise
Optimise
GMB

40. Key takeaways
The landscape will
change
Several methods
are being used to
grow the market
Check voice results
to decide if there is
an opportunity
More to gaining
voice results than
answer boxes
Find a useful
reason for an
Action / Skill
Track and optimise It’s not just Google

41. Thank you

42. Answer boxes ≠ assistant results
User – “Ok Google, moped
insurance”
Google Assistant – “Sorry, I'm not
sure how to help with that"
Insurance

43. Google My Business
User – “OK, Google, Hotels in
Shoreditch”
Google Assistant – The 1st one is
“Travelodge London Central City
Road at 1-23 City Rd in London.”
The 2nd one is “Qbic Hotel London
City at 42 Adler St in London.”
The 3rd one is “Travelodge London
Central Kings Cross Royal Scot at
100 King's Cross Rd in London.”

44. Knowledge Graph
User – “Ok Google, what to do in
Manchester”
Google Assistant – “Attractions in
Manchester include Old Trafford,
Museum of Science and Industry,
National Football Museum and
others.”

45. “Whitelisted” phrases
Some key phrases are “whitelisted” so even if you have the featured snippet
the assistant will have a default conversation path
Music Reviews Reminder Flights Traffic Definition
“bass guitar
tuner”
“movie reviews”
“When is my
MOT”
“flights to
Toyoko”
“traffic updates”
“What is a
Hernia”
Sure. Which
musical note do
you want to hear?
Reviews for which
movie?
I couldn’t find
anything related
to MOT
Upcoming
roundtrip flights
from London start
at
£1,096.00.Where
do you want to
go?
There's heavy
traffic in NW1,
London.
Hernia. a
condition in which
part of an organ is
displaced ..