Explore Industries WINERIES & AVAs | NON PROFITS | CONSUMER PACKAGED GOODS | RETAIL
Voice search is the fastest growing segment of search right now,
and it’s going to accelerate with the rise in usage of personal
assistants. Today, I am speaking in Santa Rosa at the Wine Tourism &
Marketing Conference, with representatives from wineries and tourism
organization in attendance.
Here’s a look at the presentation that I am presenting at the wine
tourism and marketing conference about voice search and position zero:
Start by asking your personal assistant or device a question and
Google and other assistants will attempt to provide you with the best
search result based on your search intent. The “best answer” will be
returned. We find that the Google Knowledge Graph is driving the
majority of these search results, making for a great opportunity to
optimize existing content to show up in voice search results. Often
Informational queries are made, with structured data returned as
results. The answers tend to be Quick Answer, it’s not in-depth content
or a long customer journey. Commonly searched for terms include Who,
When, Where, How, which is perfect for local businesses or wineries
interested in diving local visitors to their location. Many of the
popular assistants include Siri, Google Assistant, Amazon Alexa, Bixby,
and Microsoft’s Cortana. Interesting to note is that the screens that we
use in our navigation are changing and multiplying – consider the fact
that Tesla’s cars are now heavily driven by an app and screen interface,
bringing navigation and search results directly into your car.
StoneTemple recently conducted research that shows about 35% of those
surveyed found voice command talking annoying – this is down from 52%
Position Zero is a critical place for your business to be in search
results because the voice search results that are returned tend to be
from that first location. Position 0 is the location above the
traditional search results – they may be a map, a weather listing,
sports scores, or other structure data. At the moment we find that 80%
of Google Home voice search results are driven by Rich Snippets, derived
from Position 0 results. Google crawls pages and determines the best
answer, often pulling into the search result much more than the
traditional 10 blue links. This is a huge opportunity for wineries and
AVAs to capitalize on rich content snippets to drive more traffic.
Position ZERO drives VOICE SEARCH.
As Google and other voice search platforms continue to seek the best
answer based on your search intent – Rich Snippet results continue to
grow. In fact roughly 30% of all searches currently trigger a Position
ZERO result now. (Stone Temple). Rich Snippets are not long and wordy –
The average length is 56 words long. Rich Snippets need to be structured
(h1,h2, schema.org, ALT text in images). Ok, so who is benefiting from
Position 0 right now? Many technical industries are seeing growth
including healthcare & financial. Local businesses & brands are
quickly growing in search query volume. Local businesses: “Best” &
“Reviews” are commonly searched.
First Step: You must have a traditional search result in the top 10.
Three Critical SEO elements of Content, Code and Credibility must be
present. The probability of having Position Zero is based on SERP rank.
Optimizing for voice search & Position Zero
Ensure that you don’t hinder the search engines with bad code and complex site structure.
Google recently made changes for a site to be indexed “mobile first,” and many of the technical items also matter for voice.
On Page SEO strategies drive better rankings, which means you open
your site up to being able to show up for voice search results.
Off Page SEO helps to drive credibility and 3rd party validation for
your site. Links & citations are the supporting cast for your
A growing number of voice searches are local and transactional searches.
Video results will see growth in the future and likely will see more play time.
Google says…. more than 50% of regular smart speaker users want to hear information about deals and promotions.
Can I advertise on voice search results? Not yet.
Amazon Alexa Skills are currently not allowing advertisements; however
they may integrate these in the future. Amazon would like brands to
focus on engagement and useful content.
Over the last two years, the “near me” mobile search has seen a 500%
increase in volume when combined with “to buy,” “can I buy,” or a
similar phrase, according to a comparison of Google Data from
July-December 2015 and July-December 2017. A related mobile search that
has recently surged in frequency is “near me today/tonight.” That
phrase increased by 900% in the same period.
35.8% of millennials use voice-enabled digital assistants at least
once a month, per eMarketer; this compared to just 10.1% of baby
boomers. The number of millennials who use voice-enabled digital
assistants will climb to 39.3% in 2019, per eMarketer.