FIGARODIGITAL.CO.UK
Investigating
ROAST Report Speaks Volumes
“Many brands are in the dark about how their websites perform on voice search. We have developed Voice Search Ranking reports to help our clients have a better understanding of the landscape and their opportunities with voice search,” Campbell tells us. “There was a bit of an assumption in the industry that when you had an answer box on web searches, that’s exactly the same information that a Google home device would read out, but what we’ve found out is that the two sets of results are very different.” In fact, 26 per cent of searches in the example report turned up a different result to the answer box on a web search. As Campbell says, “A company
Voice Search
SEO at ROAST, to discuss their recently released Voice Search Ranking Report, a project designed to help their clients better understand the landscape and their opportunities with voice search.
Figaro Digital caught up with John Campbell, Head of W
hen voice search first hit the digital marketing scene, no one was sure how quickly it would
take off, if at all. Now, voice search and personal assistant devices have exploded into the mainstream. Google Home usage was nine
times larger this festive period compared to last year, with Google reporting that they sold more than one Home device every second since October 2017. Amazon Echo
Dot was the number one top-selling product across all categories on Amazon over the festive period, and the Amazon Alexa ad ‘Alexa Loses Her Voice’ was dubbed the most popular Super Bowl commercial by the New York Post. With the recent surge of personal assistant devices at the end of last year, it’s more important than ever for businesses to properly understand their visibility within voice search technology.
could be doing really well on web but their performance could be totally different on a voice speaker.” Realising this, and adapting your content to ensure it is selected by personal assistant devices, could become a vital part of your marketing strategy if voice search continues to rise. The report also established the
different types of answer a voice search will prompt: a standard answer, location result, action prompt, definition, flight search, and similar question. It determined that for visibility in any local related searches, Google My Business is key.
Filling The Reporting Void
Despite being an increasingly popular method of search, there have only been a few investigations into the demographic makeup of voice searchers, and ROAST are the first to conduct a report on the rankings of different phrases. “There’s no real reporting out there officially from Google or Amazon, so this is why we’ve resorted to trying to be a bit innovative and create our own kind of reporting product, because there’s nothing out there at the moment,” explains Campbell. He attributes this to two potential
38 issue 31 spring 2018
Words: Laura Marlow
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67
