1.
MASTER
CLASS
John Campbell
MANAGING DIRECTOR & FOUNDER
RABBIT & PORK
What are People Asking
Alexa About Your Brand?
LONDON, UNITED KINGDOM ~ SEPTEMBER 1 - 2, 2022
DIGIMARCONUK.CO.UK | #DigiMarConUK

2.
Rabbit & Pork are the Voice
Experience arm of TIPi Group
We build brand strategies where
voice sits at the heart of the
users’ journey.
wearerabbitandpork.com
@rabbit_andpork & @johnpcampbell
Clients we've worked with...

3.
Voice usage continues to rise
30% 45% 55% $4.6b
UK used voice
search past
month
UK Adults use
smart speakers
55% increase
through
pandemic
Predicted
global
transaction in
2021

4.
3 years ago…

5.
Voice Search is still one of the most popular uses for interacting
with a Smart Speaker

6.
Traditional web search – we have all the answers
SERP Feature Tracking

7.
What data is out there?
1. Interviews / case
studies
2. Generic search
→ 3rd party skills
3. Alexa Answers

8.
wearerabbitandpork.com
Alexa Voice Search Insights

9.
Alexa Voice Search Insights Report
• Searches that Alexa could
not answer and were sent to
Alexa Answers platform
• US, CA, UK
• In 2021, 250k questions
answered and 20 Million
shares

10.
Sample voice search key phrases
what was the former name of Pakistan
who was leader of the labor party before Harold Wilson
in cricket what is a jaffa
what's the longest name for a car manufacturer
how old was Michael Jackson be
what is another word for reflect
what level does snoring evolve
where is Stafford island
what level does tutor evolve
where is the Nascar desert
what flavor is the pink pot noodle
what music was played at princess Diana's funeral
who played sky in the lion king
what's the collective noun for parakeets
• Exact match
• Included any speech errors
• Answered / not answered
• Date & time asked

11.
‘What’, ‘how’ and ‘who’ are the most common ways to voice search

12.
Time of the day

13.
Year on Year – we see the impact of working from home

14.
Voice searches are very much “in the moment”
Mon Jun 27 2022
18:50:49
Alexa, who are the
commentators at
Wimbledon?
Mon Aug 01 2022
08:52:26
Alexa, Who is Beth
Mead?
Wed Aug 10 2022 14:15:54
Alexa, what was Olivia
Newton John's real
name
Fri Jul 29 2022 20:17:59
Alexa, when is the last
episode of love island
twenty twenty?

15.
What does demand look like?
Voice Search
Monthly
Search
Volume Voice
Monthly
Search
Volume Web
How long do I cook a five-kilo turkey? 4,073 -
Where can I watch the series Euphoria? 1,206 10
How big is the Russian army? 1,015 4,400
How many grams is a tablespoon? 708 18,100

16.
View all the Voice Search Key Phrases for free
bit.ly/dmwf-22

17.
wearerabbitandpork.com
How to optimise for voice search

18.
Brand Checks
1. Can the assistant
understand the name
2. Is the assistant picking
the right entity?

19.
Product naming

20.
1. Create a voice search key phrase list
TV
Answer
the Public
PPA

21.
2. Understand the source of the Answers
Answer box
content
Flight
Speakable Schema
Recipe
How to
Guide
Knowledge
Graph
Podcast
How to
video
Products
Answer box
content
Yext / Yell Alexa
Answers

22.
3. Ask your smart speaker a selection of questions
Hey, Google, who
does Beth mead
play for?
Beth Mead's
current teams are
England and the
Arsenal L.F.C.
Hey, Google, what
boots does Beth
Mead wear?
Sorry, I don't
know how to help
with that.
Alexa, where I can
buy football boots
I’ve found three
locations the first
is Sports Direct..
Answer box
content
Yext / Yell
Knowledge
Graph

23.
4. Create and optimise content to answer the question
Single page
targeting
Answer in a page

24.
Do and Don’t of voice search in this whitepaper
bit.ly/opt-voice

25.
wearerabbitandpork.com
Where is the Opportunity?

26.
Real life scenarios spark Voice Searches
TV Food Home
work
Cleaning Events
Who plays Vera on
ITV?
What’s Tractor Ted?
Who are the new
questions of Sport
presenters?
What's the cooking
temp of pork?
How to cook bok choy
how long do you cook
Yorkshire puddings
How do you get rid of
Maggots in a bin?
Is fairy liquid
antibacterial?
What do you clean
granite with?
Who brings the
easter eggs?
Tell me some
children's activities
for easter?
Do you know any
songs about the
easter bunny?
How tall is Mount
Fuji?
What happened to
Mary Queen of Scots?
What sound does a
capuchin monkey
make?

27.
Answering a question & starting a conversation
Alexa, how long do you
cook frozen Yorkshire
puddings?
According to
auntbessies.co.uk it
takes, 5 mins to cook
frozen yorkshire
puddings
At 200°C
Voice Search
Answer
Alexa, how long do you
cook frozen yorkshire
puddings?
Here is Aunt Bessies
Alexa skill… It takes, 5
mins to cook frozen
yorkshire puddings
At 200°C in a fan over.
Do you want me to set
a timer?
Voice Search to
conversation – Voice App
Yes
Great, I’ve just set a
timer for 5 mins which
will start in 30 second
time.

28.
Example 1 – Customer Service
• “Alexa, what's the Geico customer
service number?”
• “Alexa, what's a t. and t. customer
service number?”
• “Alexa, what is Sky t.v.'s customer
service number?”
Voice
App
Common
questions
Request a
call back
Send to
phone
Account
linked
questions

29.
Example 2 – Reducing food waste
Voice
App
Product
freeze
check
Freezing
instructions
Reminder
to use
Meal
ideas
Set
defrosting
timers
• “Alexa, can you freeze
Yorkshire puddings?”
• “Alexa, can you freeze wine?"
• “Alexa, how long can you keep
a turkey in the freezer?”

30.
wearerabbitandpork.com
What next with voice technology
and assistants?

31.
wearerabbitandpork.com
1. Promoted Skills “Digital-out-of-home-in-home”

32.
wearerabbitandpork.com
2. Synthesized voices

33.
wearerabbitandpork.com
3. Custom Assistants

34.
wearerabbitandpork.com
4. Alexa Smart Properties
Hospitality
Hotels / Sponsor boxes
Senior Living Locations Hospitals

35.
wearerabbitandpork.com
5. Interoperability

36.
wearerabbitandpork.com
wearerabbitandpork.com
@rabbit_andpork & @johnpcampbell
Tool & Whitepaper – on
wearerabbitandpork.com
for free
bit.ly/dmwf-22