Where is voice search going? This presentation shows the growth and future potential that can change how our search behaviours...

1. The future of
voice search
Kevin Gibbons
Search London
30th July 2018 @kevgibbo

2. Can you imagine a
future with no
websites?

3. Sounds crazy
right?
But the trends
are changing...
➔ Mobile
People spend an average of 4 hours a day on
mobile, and mobile advertising has overtaken TV.
➔ Apps
App usage is more popular than browsers on
mobile devices...
➔ Featured snippets
More and more search results contain featured
snippets, many without the need to click a listing…
➔ Voice
The growth of voice searches / device sales is
incredibly strong...

4. Google’s role
has always been
to navigate
people to the
best answer.
The SEO role is to be the best
answer, irrespective of the
platform or device...

5. Voice search
1. 50% of searches will be
voice by 2020
2. 13% of US households
owned a smart speaker
in 2017
3. with a further 53m
devices expected to be
shipped in 2018
If the future estimates get
anywhere close, this is the
biggest change to search
since smartphones.
Google, Amazon, Apple and Facebook are in an arms race
for market share - they plan to make this growth happen.

6. We're changing our
search behaviours
from "think, type
and scroll" to
"speak, ask and
listen".

7. Results without a click are rising
Featured snippet results in a world of
one answer / no clicks give a clue to
where things could be going.

8. Where are we now?
A large number of searches are for
common digital assistant commands – for
example:
1. Informational queries: What’s the
weather? What are [store] opening
hours?
2. Home commands – play music, turn on
lights etc…
3. Opening apps - the app marketplace is
still relatively small, which is a good
opportunity.
Digital assistants

9. Digital agents
Where are we going?
Booking a haircut or ordering a
takeaway via AI isn’t the future.
It’s today.
What does the 2025 look like in 7
years time?!

10. If our human and search behaviours
are changing, we need to adapt!

11. ➔ Buy a smart speaker
Have some fun asking questions, installing apps
and using it around the home to get a feel of
where it’s useful.
➔ Optimise for featured snippets
80% of Google Home results come from featured
snippets, look to secure these for popular
questions.
➔ Invest in your brand
If Amazon owns voice search, you want people to
be searching for “Levi’s” not “jeans” to ensure that
it’s your product listed first.
➔ Develop Amazon skills / Google actions
Use Amazon Blueprints to help get started easily in
creating skills that can help people.
How can you
win?

12. kgibbons@resignal.com
@kevgibbo
www.resignal.com
If you have any
questions please
ask / email me
Don’t just look at what works today, you need to
think about where things are going tomorrow...