Voice Search: The Next Frontier for SEO

Post by Colin Mumma, Specialist

Voice search is slowly but surely creeping into the search space, with more and more dedicated smart devices expanding their search capabilities beyond keyword query-based search. Like most technologies, it takes some time for it to work efficiently enough to serve the public, which means developing search functionality for voice search that is contextualized and intuitive to use. Smart device voice search users have to be not only comfortable with using voice search features, but also be satisfied with the results. You may be surprised to know that voice search has been around since the early 2000s and is only now starting to become adopted by the main stream. It is because of smart devices and Personal Digital Assistants (Cortana/Siri) that have made the technology more available in devices that many people already have.

These indicators tell us that mobile optimization and voice search are becoming even more prevalent in 2017 with plenty of room to grow year-over-year.

Who Is Using Voice Search?

According to Google, about 41% of adults and 55% of teenagers use Voice Search.

It can get very granular from here – different people use voice search in different places:

  • People start using voice search at home where they are not in public and eventually warm up to using the feature in more public, open places
  • Men typically use voice search features more than women do, and the more public the area the less-likely a woman is to use voice search
  • Voice search is a more desirable search method than a site’s internal search functionality, but less desirable than using search engine applications or mobile browsers for searching
  • Voice search is primarily used to make phone calls and perform simple, online searches followed by map navigation, note taking and selecting music

In the same study, they polled the top three reasons for utilizing voice search:

  1. Speed
  2. An audible, voice-led reply (via assistant)
  3. Hands free

These three things make perfect sense; the convenience of using the feature is what attracts people to using voice search, and where they see the value of using these tools is in the experience of search.

How Does Voice Search Affect SEO?

There are many indications that optimizing for voice search will differ from that of typical keyword-focused optimization strategies. First off, people do not speak the way they typically search on the web. Voice-driven searches are less predictable with a need for context-based search as opposed to specialized wording of terms. People who use voice search want more answers and fewer results. Different markets will also be affected differently by voice search adoption. Since people talk to digital assistants like people and not like machines, it can be hard to tell what users are going to “ask” their Personal Assistants (PAs). There is an impact on SEO when the below search examples are beginning to change:

Standard Search Query

“blue jeans Chicago”

Voice Search Query

“Hi Siri, just wondering where I can find a pair of skinny blue jeans on the Mag Mile here in Chicago.”

Both searches above are aiming for the same thing: blue jeans; however, the voice search command is a much longer query that is more conversational in nature and must be contextualized before being able to deliver the better, few results that voice search users want. It is because of the uniqueness and specificity of the voice command that ecommerce retailers will likely struggle more. It will likely take some time before that technology is streamlined and widely adopted. Personalized, long-tail keywords will pave the way towards adopting voice search keyword strategies.

Content should also be written in the voice of a natural, conversational tone to make it easier for search engines to match the context of the on-page copy and the user’s query. Schema markup is also essential for making sure your site/content will appear in the Quick Answers section of the SERP (position 0). Users who want quick information find results in this area the most desirable. Make sure that you are doing everything you can to make sure marking up all of your site content with microdata, or JSON-LD (recommended by Google). Creating FAQ pages with lists of often-asked questions also ensures that users have a primary resource for getting their questions answered.

Start Using Your Voice Search Features

The implications for voice search in 2017 are coming to a head. 2017 is a good time to start keeping voice search in mind for developing future digital strategies in every channel. Brands should:

  • Leverage smart phone features: Expect to hear more and more about voice search optimization in the direct future and start using those features yourself if you have a smart device with a digital assistant
  • Understand the implications: Voice search is best learned about through experience as opposed to research. Using these search methods will help marketers understand the way they personally use voice search and the impact it has on their search experience. Ask yourself, “If I were to ‘ask’ my PA about this product, what would I ask and what would I want in return?” This type of thinking is imperative to understanding the wide adoption of voice search implications for marketers and brands (especially brands)
  • Adopt and develop voice search strategies: Soon enough, voice search may become the most casual, predominant way to make quick informational, purchase, and navigational queries due to the mainstream adaption of smart personal devices. Marketers and brands should begin adopting and developing voice search strategies before it is too late. The time to begin optimizing and thinking about voice search was yesterday – start thinking about how your clients can obtain a leg-up by opening a discussion about this technology’s implications on your digital marketing initiatives.

To learn more about voice search, contact Performics today.

Friday Reading #89

xSome of the more eagle eyed amongst you may have noticed an unexpected gap to our regularly scheduled programme of brilliant inspirational thinking straight to your inbox. We would love to blame this on the office move, perhaps the Friday Reading server got lost in a taxi between Wellington Street and Tottenham Court Road? But alas we can’t lie to you, dear subscribers. The truth is that our copywriter was on holiday and didn’t write it before he left. The good news, for those of you that haven’t visited yet, is that we’re in! The move to our lovely new offices is complete! And by god it’s beautiful. Pop in for a cup of tea soon yeah?


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The business of creativity abounds with cutting edge
behavioural psychological techniques, skinny jeaned twenty somethings espousing
the joy of the latest gadget, and new-age breathing techniques that’ll give you
one last burst of creative juices to help on your brief for the next new baked
beans campaign. We’ve been making ads for years, and coming up with ideas even
longer – why not look to the 1930s? Visionary ad-man and polymath, James Webb
Young sets out his techniques for arriving at ideas in his 1939 book, A Technique for Producing Ideas, which mirrors many of the ideas of modern science and psychology, putting together a simple five point
plan for coming to great ideas.

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We try and keep Friday Reading as light and humorous as
possible, but sometimes we have to touch on heavier, more emotional subject
matter – this week, the beginning of the end for the old £1 coin. As sad as it
is, the Royal Mint estimate that around 2.5% of current £1 coins are fakes, so
it’s probably time for a change. The shiny new twelve-sided version is a fairly
significant development, and is almost impossible to counterfeit due to some
clever design tweaks
(some visible, some not) It’s also a little bit holographic,
which is always nice.

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According to data from YouGov, 71% of British people say the world is getting worse. Yet in reality it really isn’t, but we aren’t
focusing on the positive. Amongst over things; the proportion of the world
living in poverty worldwide has dropped from 53% in 1981 to 17% in 2011, child
labour is on the decline, global literacy rates are up, it’s a great time to be
alive!

But because the brain is instinctively structured to pay more attention
to bad news we’re not off to a good start, especially when glued to our phones
we’re notified of bad news more than ever. It’s human nature to perceive
improvement as merely just a fluke leading to a negativity bias. Research has
shown that people are really quick to conclude that something is deteriorating
.
Whereas for improvement, people have a very high threshold for what’s
true. Just remember that next time you think it’s all doom and gloom…

What is strategy? it’s a remarkably introspective discipline, among many reasons because the outcomes of it are so varied and unpredictable. The titan that is Lawrence Friedman calls it “art of creating power, and getting more out of a situation than the starting balance of power would suggest”. Dave Trott has an typically brief yet excellent view on the subject in his latest blog post, strategy is about sacrifice – what you’re left with when you remove everything you can do without.

We’re Recruiting!

Graduate Account Executive:

We are looking for charismatic candidates with an appetite for marketing and relevant experience. You could be a recent graduate or graduating in 2017.

Does this sounds like you or someone you know?

‘I’m curious about how companies go about promoting their brands and products. That’s why I’m passionate about marketing. From the latest TV spot, through Twitter, right down to how customer loyalty schemes work; every channel fascinates me. But the evolution of marketing is reaching a giddy-speed. So I’m proud to say I remain a committed student of marketing.’

How to apply: To kick start your career email curiouscareers@wdmp.co.uk with your CV and tell us what makes you curious. Deadline 21st April 2017.

Office Manager:

Are you an ambitious confident and pro-active Office manager? Our amazing and curious CRM Agency needs someone who is not scared to get his/her hands dirty.

This is the perfect role for a fun and professional hard-worker who can multi-task and provide a professional front of house services at all times.

As Office Manager, you will be responsible for all matters relating to the office including acting as front of house, reception duties, supporting senior management and picking up adhoc duties as they arise. As well as carrying out a range of facilities general administrative duties and also provide PA support for 5 Directors.

How to apply: Please email your CV and a covering letter explaining why you think you are suitable for the role to craig@wdmp.co.uk

The post We’re Recruiting! appeared first on WDMP – an award wining, independent, modern CRM agency based in London.

An Interview With Ardath Albee: Perception, Storytelling & Content Buyers Actually Want

Ardath Albee is the CEO of Marketing Interactions. She regularly works with B2B clients to create digital marketing strategies that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process — what Ardath refers to as The Continuum Experience.

Her most recent book Digital Relevance: Developing Marketing Content and Strategies that Drive Results was referred to as the “new standard for digital marketers” by New York Times bestselling author Jay Baer, and she is also a sought-after national speaker on topics such as content marketing and personas.

Earlier this year, we were fortunate enough to attend Ardath’s session “How Buyer Personas Power Sustainable Stories that Turn Prospects into Customers” at the B2B Marketing Exchange in Scottsdale, AZ. Afterward, our VP, Customer Insight Lianne Wade connected with her to discuss storytelling, content binges, and why marketers should get out of a campaign mentality.


You offered up a very compelling image stating that a common problem for marketers is that perception does not equal reality. Can you explain this, and how companies can overcome it?

B2B marketers tend to believe they know their audiences, but in reality they haven’t taken the time to do the research and deep dive as far as necessary to really understand them.

Part of this is because we know our solutions too well – so the curse of knowledge. We also tend to evaluate content and marketing programs based on what appeals to us. Yet we’re not our buyers or customers.

Developing personas is the best way I know to get to the level of understanding and knowledge that informs truly relevant content and marketing programs that resonate and compel action. Action being the key outcome.

cat that thinks it's a lion

You stated that campaigns halt momentum; yet, as we know, many marketers today manage communications through campaign-driven efforts. How can they avoid this campaign mentality and build momentum to deliver “The Continuum Experience”, a term you have coined?

The biggest problem with campaigns is that they start and stop. If your buyers take 9 months to buy your complex solution but your campaign lasts 3 months, you’re leaving them hanging just when you’ve expended a lot of effort to engage them.

There are a growing number of stakeholders involved in the decision, lots of knowledge to transfer and consensus to be reached. I’d ask marketers to identify anyone who has ever said, “Please give me 3 content offers and have a salesperson call me to schedule a demo.” I don’t think they can.

Campaigns are a construct created by companies to put a box around a program for reporting purposes. They are not based on what a buyer needs to decide to make a purchase decision.

Notice in the graphic below the “dead air” space that happens when traditional campaigns end and new ones begin. All momentum the marketer has built up with prospects halts. There’s nowhere to go.

But with a continuum approach, marketers can keep the momentum going from problem to solution, fulfilling buyers’ informational needs at each step and stage as their context changes given the ongoing knowledge transfer.

Campaign vs. Continuum

Our agency uses storytelling in marketing, because it is so compelling and memorable. You talk about how to build and sustain stories. Can you elaborate on how B2B marketers can effectively use stories in their communications efforts?

Storytelling is compelling, because it’s natural. It’s the way we explain our world, the choices we make, and our aspirations. The most important thing to remember is that your buyer is the hero of the story. Not your company, not your product.

Focus your storytelling on helping the buyer learn what he or she needs to know to make an informed decision. And don’t assume they’ve already decided they need your solution. We need to start earlier in the pre-sales process to help them decide that they have a problem worth solving with our help.

Simple formula: Buyer sets out to solve a problem. Finds he doesn’t know all he needs or have the right tools to solve the problem. He enlists the help of a mentor (your company) to teach him what he needs to know to solve the problem. With your help, he clears the hurdles in his way and helps his buying committee reach consensus. He chooses to become your customer and lives happily-ever-after.

Apply this thought process to whatever you’re selling with the buyer as the hero, and you’ll have a compelling story across the entirety of the buying process — from start to finish.

Slide by Ardath Albee about Storytelling

You talked about an idea which I found very intriguing: content binge. When a buyer is ready to consume more info, provide them with easy access to information and package it. Can you give some practical ideas on how this would be accomplished?

When buyers become motivated to solve a problem, they tend to want to ingest as much information as they can about how to go about doing that.

Establishing problem-to-solution content hubs on your website or creating a microsite groups all this information together and reduces the effort they must expend to access the information.

The best part is that if you’ve designed your content to match needs at different stages of buying, you can also identify where they are in their buying process and respond to their buying patterns with highly relevant content offers and follow-up.

What is the one thing that you want B2B marketers to know about buyer personas that they may not know, or perhaps have a misperception about?

Buyer personas, built well, are great for understanding individual members of the buying committee. However, a greater value is in understanding the relationships and overlays between the personas as they work together to reach consensus. Or don’t. By understanding the group dynamics, you can create content and share information that will help them work together to solve the problem.

Slide by Ardath Albee

Tim Riesterer from Corporate Visions spoke about defeating the Status Quo Bias by teaching customers something new about their business needs that they may not know today; thereby disrupting them to change their behavior. In your opinion, how can B2B marketers overcome this bias to motivate buyers to act?

This goes back to question one. If you truly understand your buyers, you should be able to identify their “jobs to be done” or unmet needs, as well as why their status quo position won’t get them there.

Armed with this insight, you have a much higher chance of being able to show them something they haven’t seen in the same light before.

Ardath, where will be you be speaking next, and what topic will you cover?

I’ll be at Marketo’s Marketing Nation Summit in San Francisco, April 24th – 26th.

I’ll be talking about how to create an ABM strategy to drive consensus for complex sales.


Wilde Agency Logo 1

Wilde Agency is an award-winning integrated marketing agency that specializes in understanding and utilizing the science of human behavior to drive superior results for our clients.

Previously, we have spoken to Dr. Aaron Reid about what marketers can gain from implicit research technology, and prior to that, we chatted with international bestseller and visual marketing expert Dan Roam about the persuasive power of drawing.


The post An Interview With Ardath Albee: Perception, Storytelling & Content Buyers Actually Want appeared first on Wilde Agency.

Cancer Research UK Launches ‘The Breath Test’ to Promote the Effectiveness of Stop Smoking Services

Cancer Research UK is launching ‘The Breath Test’ – a new interactive outdoor, experiential, social, guerrilla, press and radio campaign. ‘The Breath Test’ aims to promote the effectiveness of local Stop Smoking Services to smokers who’d like to quit.

Posters at bus stops and in shopping centres were created that invites passers-by to take a deep breath and read the text on them aloud, in one go, without stopping. The visual style mimics the typography and graphic design of a cigarette pack health warning.

A bespoke 6 sheet that people can interact with has also been created. It is the very first digital poster that uses breath to reveal a message on screen, the longer people blow, the more of the ad is revealed. The idea was activated in partnership with Clear Channel, Grand Visual and MediaCom UK. It aims to highlight the link between smoking and diminished lung capacity, encouraging smokers to seek the help they need to quit for good.

A lot of advertising in this area focuses on health harms, the often gory consequences of being a smoker, with images of tar in lungs and mutating cancer cells. However this campaign took a different approach. We didn’t simply need to provoke consideration about quitting, it needed to motivate smokers in looking for a solution. So rather than scaring smokers into action, it simply invites them to play a game – to see just how much they can say in one breath. In the process they have taken in ‘The Breath Test’s’ messaging and have understood it in a way they had never done before, without feeling ashamed about their habit. A completely unique approach in anti-smoking communication.

The campaign’s media was planned by MediaCom UK, and is running for three weeks.

The post Cancer Research UK Launches ‘The Breath Test’ to Promote the Effectiveness of Stop Smoking Services appeared first on Grand Visual Creative.

GV Highlights from #AWEurope 2017

Last week Advertising Week Europe descended upon London for its 5th year. The event brings together an estimated 30,000 people from the advertising industry, attending 160 events held throughout the week.

A few of us from Grand Visual made our way to Piccadilly’s Picture House to hear the latest opinions in ad land…

A standout theme that emerged was hearing brands, agencies and creatives talking about the need to focus on storytelling and ‘humans’ rather than data and algorithms.ms.

On Monday we attended “Reinventing the Real World”, where panelists discussed connections – to people and to things. They made the point that brand communications need to enhance, rather than interrupt consumers lives and brands should be really clear on the role that their comms take.

On Tuesday we saw the Dentsu Aegis session “Renaissance: A New Creative Value System” where the panel discussed how the world is now more than ever powered by technology and data. They discussed the power of ideas and the changing roles that creativity and technology are playing when it comes to advertising. Tracy De Groose (CEO, Dentsu Aegis) mentioned a study by McCann Japan who pitted an AI Creative Director against its human counterpart – the human won. The panel agreed that it was best for the industry for technology and creativity to be ‘happy bedfellows’.

Our final highlight was “Realising The Human Potential: Technology’s Cognitive Capabilities” hosted by Microsoft. Ravleen Beeston kicked things off with some stats on how technology is changing adoption rates. It took TV 38 years to reach 100 million sets sold mark, Smartphones 3 years, and PokemonGo took just 33 days. The discussion explored voice, image and emotion recognition and what opportunities these technologies present for marketers.

The main takeaway this year was the shift towards ‘people based advertising’, a refreshing change after years focused on data & technology.

 

The post GV Highlights from #AWEurope 2017 appeared first on Grand Visual Creative.

Mistress Gets Emotional Over L.A. Again

Mistress’s latest installment for the Discover Los Angeles campaign brings to life one of the city’s most famed travel experiences – Venice Beach. Set against stunning L.A. skies, the film captures the electric energy of three millennial travelers riding along the iconic beachside boardwalk. Floria Sigismondi, who has produced music videos for some of the world’s best artists including David Bowie, Bjork, and Rihanna, returns as director, adding her surrealist touch to the campaign. Once again moving the brand away from traditional tourism montage advertising, instead creating emotional metaphors that capture the feeling of an L.A. experience.

 

Los Angeles Tourism Ad Campaign Venice

Global Performance Marketing Agency, Performics, Launches in Ukraine

Performics has launched in Ukraine, giving local market clients access to an improved digital service offering and world-class performance marketing expertise. Performics offers display, search, social and programmatic buying campaigns to clients. Performics is based in Kiev and is led by experienced Business Director, Alla Malinovskaya. All digital campaigns for Publicis One clients in Ukraine will now be managed by Performics.

Malinovskaya has 21 years of experience in the advertising and communications sector, including 12 years at Publicis Groupe. Over the past 5 years, Malinovskaya was Business Director of the Media Hub at Publicis Groupe Ukraine (now Publicis One), providing centralized support for all media agencies of the group, including paid and organic search, SEO, e-commerce, programmatic buying and classical media buying, non-standard projects, negotiations with key contractors and quality control of digital placements.

Malinovskaya and her team of specialists have a wide range of expertise including strategy and planning; social, paid and display media campaign management; research, data and insights; and web development, UX and graphic design. The team has a portfolio of work for highly respected brands like Nestle, L’Oreal, Mondelez, Coca-Cola, Samsung, Sandoz, Sanofi, P&G and KievStar.

“With the launch of Performics in Ukraine, which is based on Media Hub Publicis One, we plan to expand the list of services and expertise offered to all Publicis One clients. We’re also launching a Performance Content practice, and our existing Analytics and Research practice is being transformed into a Planning and Insights department. The Performics launch in Ukraine provides a wide range of capabilities to all Publicis One clients, advancing their digital marketing performance through world-class capabilities, technologies and international quality standards,” says Malinovskaya.

Through the global Performics network, Ukrainian clients will benefit from the following advantages:

  • Scale: Performics is the largest and most comprehensive global performance marketing network, with unmatched access to media partners
  • Strategy: Our mission is to be the premier revenue growth driver for our clients
  • Specialists & Tools: Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed

About Performics 

As the original performance marketing agency, Performics converts consumer intent into revenue for the world’s most admired brands. Across a global network operating in 57 countries worldwide, Performics creates connected and personalized digital experiences across paid, earned and owned media. RECMA recognized Performics as one of their Top Digital Agency Networks of 2014. Headquartered in Chicago, Performics is a Publicis Media company. To learn more, visit www.performics.com.

For further information, please contact:

Alla Malinovskaya
Performics Business Director
Ukraine
Tel: +38 (044) 494-49-11
Email: AMalinovskaya@performics.com.ua