webinar: how will voice and digital assistant searches impact your global content and seo strategy

Lionbridge Learning SeriesHow will Voice and Digital Assistant searches impact your Global

Content and SEO Strategy

Aoife McIlraith and Brendan Walsh 2017 @AoifeDublin

Meet your Presenters

Brendan WalshEuropean Search Manager & Technical Search SMEbrendan.walsh@lionbridge.com

@BrendanEfWalsh

https://www.linkedin.com/in/brenwalsh/

Aoife McIlraithSenior Director Global Search & Marketing Services, SMEaoife.mcilraith@lionbridge.com

@Aoifedublin

https://www.linkedin.com/in/aoifem/

• The rapid raise of voice search and digital assistants with Amazon Echo, Google Home, Siri, Cortana and now Apple, are changing the way people search for information to find brands.

• Brands need to start adapting their business strategy now if they want to be visible to digital assistants.

• Is your brand search ready? Where do you start?

Agenda

Digital Assistants and Voice SearchHow the landscape of search has changed?

Size of the market Data Insights

How can Global Brands adapt What steps should they take?

• In 2015, 1.7 million voice-first devices were shipped. In 2016, that number increased to 6.5 million devices. VoiceLabs predicts that in 2017, 24.5 million voice-first devices will be shipped.

• In 2015 alone, voice search rose from “statistical zero” to make up 10% of all searches globally, according to Timothy Tuttle of the voice interface specialist MindMeld. That’s an estimated 50 billion searches per month.

• By 2020, there will be 200 billion voice search queries per month according to comScore research

• Bing points to Juniper Research from last year predicting that by 2021 more than four billion mobile assistants will be used globally.

Source: http://voicelabs.co/2017/01/15/the-2017-voice-report/

Digital Assistant and Voice Search How the landscape of search has changed?

The search landscape has changed over the last 2 years

Are you ready?

Harder to win?

But if you do win, the rewards are significant!

The landscape has changed

The Age of Assistance

Changes how we search

Source: https://www.thinkwithgoogle.com/intl/en-gb/articles/search-in-the-age-of-assistance.html

Four Trends that are Changing Search

Digital Assistant Landscape

Xiaoyu Zaijia “Little Fish”

Are the Personal Assistance ready to deal with multimarket multilingual daily users?

Are brands ready? Will they “wait and see”

Position ZeroOnly One Winner!

Voice Search Query: Red shoes size 5, Google Ireland

“Humans can speak 150 words per minute vs type 40 words per minute”

“28% think voice search is a more accurate way of searching”

Katherine Watier

How can you present if you have no Voice?

• By design, currently in a voice search result, Google normally reads out a single result

• It is no longer good enough to be on page 1 of search, or above the fold on page 1.

• Google reads out the result (if it exists) from “position zero”

• Out of millions of results, you want a “rich snippet” to enhance your chance of a winning a digital assistant result

Source: Click Hub

Why is it harder to win?

Size of the Market and Adoption RatesData Insights

Voice Search Statistics

By 2020, 50% of search will be come from voicecomScore

40% of adults now use voice search per dayComScore

Voice Search Statistics

Nearly 50% of people are now using voice search when researching productsSocial Media Today

Voice Search Statistics

High consumer usage of voice assistants in autos (51%) and households (39%) indicates increased comfort with the technologyActive via WSJ

Voice Search Statistics

Year on Year Increase

Year on Year Increase

Year on Year Increase

Adoption

“We estimate there will be 21.4 million smart speakers in the US by 2020”Active 2017

Adoption

“Google voice search queries in 2016 are up 35x over 2008” according to Google trends via Search Engine Watch

Google Assistant now available on 100 Million Android Devices – May 2017

“In May 2016, 1 in 5 searches on an Android app in the USA were through speech” per KPCB

“Cortana now has 133 million monthly users” according to Microsoft/Tech Radar

Source: https://www.gravytrain.co.uk/blog/2017-year-voice-search/

Adoption

MIDiA Research revealed today that there were 3.3 million Amazon Echo sold on Prime Day 11/07/2017

‘Prime members’ most popular purchase was the Echo Dot, which was not only the best-selling Amazon device this Prime Day, but also the best selling product from any manufacturer in any category across Amazon globally’.

Source: https://www.voicebot.ai/2017/07/14/3-3-million-amazon-echo-sold-prime-day-midia-research/

Adoption and use by Age

Source: http://uk.businessinsider.com/voice-assistant-report-2017-3?r=US&IR=T

Adoption and use by Age

Source: http://uk.businessinsider.com/voice-assistant-report-2017-3?r=US&IR=T

Adoption and use by Age

Source: MindMeld

41% started in the last year!

Adoption and use by Age

Across GWI’s 34 markets, 1 in 5 online adults who have used voice search on their mobile in the last month.June 2016

Sample of use

Source: https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better

Sample of use - Echo

Accuracy and Trust• By 2020, 50% of Search will

come from Voice - Baidu

• Andrew NG, chief scientist at Baidu, stated that 99% accuracy will be the game changer

• Will make the difference between people barely using it & using it all the time

Source: http://searchengineland.com/voice-search-explosion-will-change-local-search-251776

Are Brands Preparing?

Digital Assistant, Bots and Voice Activated devices

Are brands connecting the dots?

Source: http://uk.businessinsider.com/voice-assistant-report-2017-3?r=US&IR=T

How Can Global Brands Adapt? Where do you start?

All Connected

Digital Assistants | Bots | Machine Learning | Artificial Intelligence

Early Adaptors for Competitive Advantage

Creating exceptional hyper personalised customer experiences at the heart of brand strategies

Uber have announced that iPhone users will soon be able to use Siri to request a ride and receive real-time updates

My Starbucks barista allows customers to order and pay for their food and drinks just by speaking

Voice + Bots + Digital Assistants

Adapting and Creating New Global Content

Conversational Tone of VoiceThink about How to Answer questions

Who What

Where When

How

Do I needBest Way to

Researching Content Topics

Best Thai restaurant near me

Best Thai restaurant in

Dublin

Do I need a rain coat today

Weather in Dublin

Where can I buy beauty sheet face

masksSheet Face Mask

What’s on my calendar for

tomorrow at 10am

Google Calendar

How to make the best Green Thai curry….what do I

need

Recipe for Thai curry

What the latest news headline

Sky News

Show me the best way to get out a red

wine stain

Red wine stain removal

Is Amy’s Flight arriving on time?

Dublin Airport Flight Arrivals

How and where can you start?

Featured Snippets

Structured Content1. Having structured data is of great benefit when looking to

win with Rich Snippets

2. Consider how you structure the content on-page

3. Reviewing winning content for rich snippets we find some commonality:

• Q&A pages (support/help/FAQs) win lots of featured snippets

• How and What are the most common question types (75%)

Winning Answers commonly use

• Questions or Answers in their H2 headings

• Lists (structured and unstructured), feature in many snippets

• Tabular data

• Clear concise definitions, particularly in opening paragraphs

• Think about words like “steps”, “directions”, “method”

International Content

Contentvs.Users

Source: http://www.internetworldstats.com/

The Opportunity

The Opportunity

The Language Opportunity

• Digital Assistants and Search Engines want to satisfy users in all markets, not just English speaking countries.

• Joining up an answer based strategy with an international, multi-language strategy can have a major impact on global visibility.

• Digital Assistants and Search Engines need strong content, correctly structured (tech and on-page) to answer questions.

• By identifying the search terms which generate rich snippets or “answer results” in your industry in English and then transcreating those questions / search terms into your target languages we can test whether an answer result exists in that language.

• If a local language answer result does not exist, then there is an opportunity to create content for that market that answers the question and promotes your business.

The search landscape has changed so brands must adapt content to have a voice.

Ready?

• All Language Opportunity

• Research Content Topics

• Optimised Schema

• Measure + A/B Test + Iterate

• All Tools at your disposal

Ready to win now?

The rewards are significant!

The landscape has changed

Join the conversationQ&As

Aoife McIlraith Senior Director Global Marketing and Search Services

Global Search SMEaoife.mcilraith@lionbridge.com

@aoifedublin

Brendan Walsh European Search Manager & Technical Search SME

brendan.walsh@lionbridge.com@BrendanEfWalsh

Thank you