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Siri isn't a Google killer, but the beginning of a trend in search toward contextual relevance and artificial intelligence. My presentation from SMX East 2012.
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MEET SIRI: APPLE’S GOOGLE KILLER?Implications of Siri, Voice Search and AI for Marketers
Bryson MeunierDirector, SEO StrategyResolution Media10/2/2012
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PROBING SIRI FOR GOOGLECIDAL TENDENCIES
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PROBING SIRI FOR GOOGLECIDAL TENDENCIES
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PROBING SIRI FOR GOOGLECIDAL TENDENCIES
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Currently Siri gets 60% of its answers from Google (source: PiperJaffray)
SIRI IS NOT A SEARCH ENGINE
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Siri assumes local intent when the query is not local in nature
SIRI IS NOT A SEARCH ENGINE
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When in doubt, Siri assumes local intent.
SIRI IS NOT A SEARCH ENGINE
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Roughly a third of 4S owners use Siri to place phone calls, send text messages, or look up information daily or almost daily. (Source: Parks Associates))
SIRI IS NOT A SEARCH ENGINE
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Potential Search Usage by Siri Users
iPhone 4S Users Who Don't Search with SiriiPhone 4S Users Who Might Search with Siri
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THE FUTURE OF SIRI?
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• Siri currently available on iPhone 4S, iPhone 5 (3.78% of total iPhone web traffic*) and new iPad (16.82% of total iPad web traffic*).
• iOS represents 2.86% of web traffic from all operating systems world wide (source: Statcounter)
• iPhone search accounts for about 3% of total site traffic (source: internal client data)
• iPad search accounts for about 4% of total site traffic (source: internal client data)
1.5% 1%
97.5
Percent of Total Market
Siri iPadSiri iPhoneAll other devices
SIRI DOESN’T CURRENTLY HAVE THE REACH
11Source: Chitika Live Tracker, 9/28/12
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• Think local. Yelp inclusion and optimization is essential.
• Think relevance and usefulness (contextual relevance)
• Since Google powers 60% of Siri responses, traditional SEO is necessary.
• Understand user intent and adjust keyword targeting accordingly
SIMPLE SIRI OPTIMIZATION BEST PRACTICES
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SIRI NOT THE END OF VOICE SEARCH/AI
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Apps APIs
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AI CHANGES SEARCH BEHAVIOR
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• “Say What? Why users choose to speak their web queries”, Maryam Kamvar Garret and Doug Beeferman, 2010: http://www.maryamgarrett.com/Interspeech_v4.pdf
• Google Logs-based study of “factors that are correlated with a decision to speak a web search query rather than type it”
• Data from 75,000 random users speaking 1MM queries into Google Blackberry app in Summer 2009
• Intended for voice navigation interface design, but useful to marketers looking to understand voice search
VOICE SEARCH CHANGES SEARCH BEHAVIOR
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• Local and shopping queries most likely to be spoken
• Need for hands-free navigation (e.g. searcher is driving)
• Adult queries least likely to be spoken
VOICE SEARCH CHANGES SEARCH BEHAVIOR
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• Maps results most likely to be returned from spoken queries
• Queries longer than 6 words more likely to be typed
VOICE SEARCH CHANGES SEARCH BEHAVIOR
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1. Siri has limited reach, but is the start of larger trend toward voice search and artificial intelligence
2. Understand relevance of query to user intent and context
3. Optimize for Google, not just Siri4. Optimize for local search, as voice search users most
likely to be looking for information around them5. Provide a simple, mobile interface, as voice searchers
most likely to require a hands-free experience
SUMMARY
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Bryson MeunierDirector, SEO StrategyResolution [email protected]://www.brysonmeunier.comhttp://www.resolutionmedia.com@brysonmeunier+Bryson Meunier
THANK YOU!
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