Lionbridge webinar

1. Lionbridge Learning Series
How will Voice and Digital Assistant searches impact your Global
Content and SEO Strategy
Aoife McIlraith and Brendan Walsh
2017 @AoifeDublin

2. Meet your Presenters
Brendan Walsh
European Search Manager & Technical Search SME
brendan.walsh@lionbridge.com
@BrendanEfWalsh
https://www.linkedin.com/in/brenwalsh/
Aoife McIlraith
Senior Director Global Search & Marketing Services, SME
aoife.mcilraith@lionbridge.com
@Aoifedublin
https://www.linkedin.com/in/aoifem/

3. • 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?

4. Agenda
Digital Assistants and Voice Search
How the landscape of search has changed?
Size of the market
Data Insights
How can Global Brands adapt
What steps should they take?

5. • 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/

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

7. 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

8. 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

9. Digital Assistant Landscape
Xiaoyu Zaijia
“Little Fish”

10. Are the Personal
Assistance ready to
deal with multimarket
multilingual daily
users?
Are brands ready?
Will they “wait and
see”
Position Zero
Only One Winner!

12. Voice Search Query: Red shoes size 5, Google Ireland

13. “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?

14. • 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?

15. Size of the Market and Adoption Rates
Data Insights

16. Voice Search Statistics
By 2020,
50% of search
will be come
from voice
comScore

17. 40% of adults
now use voice
search per day
ComScore
Voice Search Statistics

18. Nearly 50% of people
are now using voice
search when
researching products
Social Media Today
Voice Search Statistics

19. High consumer usage of
voice assistants in autos
(51%) and households
(39%) indicates increased
comfort with the technology
Active via WSJ
Voice Search Statistics

20. Year on Year Increase

21. Year on Year Increase

22. Year on Year Increase

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

24. 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/

25. 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/

26. Adoption and use by Age
Source: http://uk.businessinsider.com/voice-
assistant-report-2017-3?r=US&IR=T

27. Adoption and use by Age
Source: http://uk.businessinsider.com/voice-
assistant-report-2017-3?r=US&IR=T

28. Adoption and use by Age
Source: MindMeld
41% started in the
last year!

29. 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

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

31. Sample of use - Echo

32. 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

33. 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

34. How Can Global Brands Adapt?
Where do you start?

35. All Connected
Digital Assistants | Bots | Machine
Learning | Artificial Intelligence

36. 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

37. Adapting and Creating New Global Content
Conversational Tone of Voice
Think about How to Answer questions
Who What
Where When
How
Do I needBest Way to

38. 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
masks
Sheet 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

39. How and where can you start?

40. Featured Snippets

41. Structured Content 1. 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”

42. International Content
Content
vs.
Users
Source: http://www.internetworldstats.com/

43. The Opportunity

44. The Opportunity

45. 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.

46. 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

47. Join the conversation
Q&As

48. Aoife McIlraith
Senior Director Global Marketing and Search Services
Global Search SME
aoife.mcilraith@lionbridge.com
@aoifedublin
Brendan Walsh
European Search Manager & Technical Search SME
brendan.walsh@lionbridge.com
@BrendanEfWalsh
Thank you