Customer Insights Summit 2018 One Ocean Resort & Spa Atlantic Beach, Florida Voice Search: The Changing the Landscape of Search Scott Forsythe
2 Customer Insights Summit 2018 How things were
3 Customer Insights Summit 2018 It got easier
How Things Were It got even easier 4 Customer Insights Summit 2018
How Things Were 5 Customer Insights Summit 2018
How Things Were 6 Customer Insights Summit 2018
How Things Were 7 Customer Insights Summit 2018
THE VOICE SEARCH REVOLUTION 50% 46% 1 in 5 1 in 6 of searches will be conducted by voice in 2020 of voice search users use voice search to find local businesses daily online adults makes a mobile voice search Americans own a smart speaker 8 Customer Insights Summit 2018
THE VOICE SEARCH REVOLUTION Voice Search Users by Age and Year 50 40 30 20 10 0 Millennials Gen X Baby Boomers 2016 2017 2018 2019 9 Customer Insights Summit 2018
THE VOICE SEARCH REVOLUTION Level of Penetration of Voice Search Across Different Verticals 80 60 40 20 0 Food & Beverage Health Sports News & Media Lifestyle Automotive Retail Travel Real Estate/Property Entertainment Banking Food & Beverage Sports Lifestyle Retail Real Estate/Property Banking Health News & Media Automotive Travel Entertainment Source: Hitwise Study, 2017 10 Customer Insights Summit 2018
HOW WEB.COM VIEWS VOICE SEARCH 11 Customer Insights Summit 2018
EXAMPLE: MR. ELECTRIC electrician near me electrician Austin, TX emergency electrician 12 Customer Insights Summit 2018
THEN & NOW Then Now How queries looked on keyword based searches How queries look with voice search capable devices 13 Customer Insights Summit 2018
THEN & NOW Then Now 14 Customer Insights Summit 2018
THEN & NOW Then Now electrician near me Ok Google, who s the best electrician in my area? 15 Customer Insights Summit 2018
THEN & NOW Then Now local electrician local electrician who can install 220v dryer outlet 16 Customer Insights Summit 2018
THE VOICE SEARCH REVOLUTION 2017 vs. 2018 Over 30,000 total searches per year 28% 41% Of 2017 searches were Voice Search* Of 2018 searches were Voice Search* *See next page 17 Customer Insights Summit 2018
OK GOOGLE! HOW TO SPOT A VOICE SEARCH Common Voice Search Indicators Informational Who What When Where Why Local Local intent Conversational More than 5 words in the query 18 Customer Insights Summit 2018
REPORTING ON VOICE SEARCH Is this exact science? No Google nor Bing have released capabilities for identifying voice searches 19 Customer Insights Summit 2018
HOW DOES VOICE SEARCH CHANGE THROUGH THE FUNNEL? Top of the funnel: These searches show informational intent Do you really need an electrician to fix your circuit breaker? Middle of the funnel: These searches show in-market consideration intent Who is the best electrician near me? Bottom of the funnel: These searches show purchase intent Need electrician in Dallas to replace my circuit breaker 20 Customer Insights Summit 2018
WHERE DO VOICE SEARCH USERS FOCUS THEIR EYEBALLS? Top of the funnel: These searches show informational intent SEO Middle of the funnel: These searches show in-market consideration intent SEO/SEM Bottom of the funnel: These searches show purchase intent SEM 21 Customer Insights Summit 2018
HOW DO BUYERS BEHAVE USING VOICE SEARCH? Roughly 70% of our voice search traffic is categorized as Top or Middle of the funnel intent 22 Customer Insights Summit 2018
Google Search Heroes & Halfwits
24 Customer Insights Summit 2018 can you get insurance on a house with knob and tube wiring
25 Customer Insights Summit 2018 hi id like the phone number for mr electric in red bank please
26 Customer Insights Summit 2018 hi id like the phone number for mr electric in red bank please
27 Customer Insights Summit 2018 google im looking for a electrician here in harrodsburg kentucky do you have any to recommend that's really good
28 Customer Insights Summit 2018 google i needed help at 5 15 for a phone number for an electrician his name was felix of arcade street in whitinsville could you
29 Customer Insights Summit 2018 what did the electrician say to his daughter when she came home at 2 00 am
Dad - Wire you insulate? Daughter - Watts it to you? Daughter - I m ohm, ain t I? 30 Customer Insights Summit 2018
Google Search Heroes & Halfwits
Web.com for Enterprise: How We Think About Optimizing for Voice Search
WHY VOICE SEARCH MATTERS TO US (AND YOU!) 1. Voice Search has momentum 2. Voice Search for SEM has a higher cost than non-voice search 3. Voice Search doesn t always convert 33 Customer Insights Summit 2018
VOICE SEARCH HAS MOMENTUM 1 Within two years, 50% of all searches will be voice searches 34 Customer Insights Summit 2018
VOICE SEARCH HAS MOMENTUM 1 Year-to-date, Web.com has seen 21% of 2018 searches register as voice searches* 35 Customer Insights Summit 2018
HOW THINGS WERE 2 Voice Search is roughly 13%** higher in cost-per-click 36 Customer Insights Summit 2018
HOW THINGS WERE 2 1. Matching with broader keywords 2. More competition 37 Customer Insights Summit 2018
OPTIMIZING FOR VOICE SEARCH 3 70% of all voice searches are likely to be informational, nonconversion based searches 38 Customer Insights Summit 2018
OPTIMIZING FOR VOICE SEARCH 1 2 3 There are more voice searches than there were before! They are pricy! They don t really convert! Cool story, Scott 39 Customer Insights Summit 2018
40 Customer Insights Summit 2018
GLASS HALF FULL 1 2 3 Seeking and Identifying valuable SEM voice searches in client campaigns Adding those conversion intent based searches to our SEM campaigns to lower Cost-Per-Clicks and increase Conversion Rates Adding informational, non-conversion intent based searches as negatives to SEM campaigns 41 Customer Insights Summit 2018
BUT WAIT! There s more 42 Customer Insights Summit 2018
SEM + SEO Negate nonconversion intent based queries SEM We find and optimize top keywords (the non-converting ones we ve negated from PPC campaigns) SEO We leverage high traffic content to gain page and domain authority 43 Customer Insights Summit 2018
MARKING UP MR. ELECTRIC Knob & Tube Wiring As a top funnel search, we may not want to pay for the traffic, but Mr. Electric has an answer to the general question: What is knob and tube wiring? Schema.org Question Answer 44 Customer Insights Summit 2018
SO WHAT S THE SECRET SAUCE? SEM SEO Voice Search Optimization 45 Customer Insights Summit 2018
OUR COMMITMENT TO CLIENTS As voice search continues to grow & evolve, we will be at the forefront to take advantage on behalf of our clients 46 Customer Insights Summit 2018
Customer Insights Summit 2018 One Ocean Resort & Spa Atlantic Beach, Florida Thank You We hope this helps you understand Voice Search here at Web.com for Enterprise a little better! 47 Customer Insights Summit 2018