voicebot-2019年语音助手SEO报告（英文）-2019.7-40页_4mb

Voice Assistant SEO Report for Brands Summary

Core Content

This report, published by Voicebot.ai in July 2019, analyzes the growing impact of voice search and voice assistant SEO on brand marketing. It highlights how voice search is changing the landscape of digital marketing and the need for brands to adapt their SEO strategies accordingly.

Main Findings

Consumer Adoption Trends

• Voice Search Adoption: 58.6% of U.S. adults have used voice search, equating to over 148 million users.
• Smart Speaker Users: 87.8% of smart speaker owners use voice search, showing a strong correlation with device ownership.
• Device Usage: Smartphones are the most common device for voice search (91.3%), followed by smart speakers (44.7%), in-car assistants (41.3%), and smart TVs/media consoles (31.6%).

Voice Search Frequency

• Monthly Active Users: 19.3% of U.S. adults use voice search monthly.
• Expected Increase: 47% of users expect to increase their voice search frequency in 2019, with 62% of smart speaker owners anticipating a rise.

Search Query Types

• Fact-Based Questions: 60% of users ask fact-based questions.
• Maps & Directions: 53% of users use voice search for maps and directions.
• Entertainment & News: These topics are heavily indexed on smart speakers.
• Location-Based Searches: Less indexed on smart speakers, but more so on smartphones and other devices.

Voice Assistant SEO Strategies

Voice Search vs. Text Search

• Voice search results are often different from text search results.
• Voice assistants typically rely on knowledge graphs (Google, Bing) or third-party databases (Wikipedia, Yelp) for answers.

Voice Assistant Performance

• Google Assistant: Leads in accuracy, with over 92% correct responses across all queries.
• Google Home: 81% correct.
• Amazon Alexa: 67% correct.
• Samsung Bixby: 28% correct.
• Apple HomePod: 28% correct.

Voice Apps

• Only 26.5% of 200 leading brands have an Alexa skill, 21.5% have a Google Action, and 15% have both.
• Voice apps are rarely used for brand-specific queries, with only 0.5% of queries directing users to a voice app.

Brand Visibility and Knowledge Graphs

Knowledge Sources

• Wikipedia: The most commonly used third-party knowledge source, with over 99% of voice assistants referencing it for brand-related queries.
• Yelp: Frequently used for location-based queries.
• Google My Business: Used for local business information.
• Amazon.com: Used for product-related queries, especially those involving the word "best."

Brand Authority on Wikipedia

• Brands should ensure their Wikipedia entries reflect accurate and positive brand information.
• Examples:
  • Good: Jack Daniels is described as a brand of Tennessee Whiskey.
  • Bad: Dasani is described as a brand of bottled water from Coca-Cola, which could imply a competitor relationship.

Expert Recommendations and Trends

SEO Expert Opinions

• Over 27 different tactics were suggested by SEO experts for voice assistant SEO.
• Some recommendations align with current trends, while others may not be relevant due to the shift in data sources used by voice assistants.

Voice Assistant SEO Trajectory

• The report is divided into four sections:
  • Consumer Adoption Trends
  • Voice Assistant Search Results for Brands and Product Categories
  • Grading Recommendations by SEO Experts
  • Practical Recommendations for Voice Assistant SEO for Brands

Key Takeaways

• Voice search is growing rapidly and is expected to become a major part of digital marketing.
• Voice assistants use different algorithms and data sources compared to traditional web search.
• Brands must ensure their presence in knowledge databases and voice apps to improve visibility.
• SEO strategies for voice search should focus on natural language, intent, and conversational content.
• The rise of voice assistant-based search presents both opportunities and risks for brands.

Conclusion

The Voice Assistant SEO Report for Brands 2019 underscores the importance of adapting to the changing landscape of voice search. With over 250 billion voice searches expected in 2018, and increasing adoption, brands must prioritize their presence in voice assistant ecosystems to remain competitive.