(Creative Content)

“Hey Google,” What is Voice Search?

Ryan Chute
Ryan Chute
June 30, 2022
“Hey Google,” What is Voice Search?

“Hey, Google… What are you?” “I am an assistant.” No, as you probably already know, you aren't just hearing voices. You're experiencing the rise of voice search– and it's only getting louder. That's how you voice search with Google-compatible devices or Google.com. Alexa and Siri are alternative contenders and, depending on your personal search preferences, are optimal choices for voice search. You can use your voice to ask Google questions, like “What’s the weather like today?” or “Directions to the nearest coffee shop.” You can also use voice search to find things on your phone, like, “What is Cameron's phone number?” “Ok Google” is the cue for Google Assistant, a digital assistant that helps you with things like setting alarms, navigation, and more. To turn on Google Assistant voice search, say, “Hey Google” or “Ok Google,” then your question. You can use voice search if you have an Android phone, Google Home, or another Google device. If you don't have a Google device, you can still use Google voice search online on your phone by going to Google.com and tapping the microphone icon. Voice searching with Google is faster and easier than typing. Just say what you want and get results fast from across the web. Read this article to know all you need to know about voice search.

Google’s Voice

Google’s Voice

Google's voice search is an awesome feature that allows you to perform several tasks, and search the web and your device using your voice. To get started with voice search, open the Google app on your Android device and tap the microphone icon in the search bar. Alternatively, as mentioned earlier, you can say, “Ok Google” to start a search. You can use voice search for several things, such as asking questions, performing web searches, setting alarms, and more. For example, you can say, “Plumbing Services near me” or “Where to find a plumber tonight.” You can also use voice search to find things on your phone, like, “Open Gmail.” You can turn “Ok Google” on many other devices, such as Android Wear, Android TVs, and Google Home. Some questions you can ask with Voice Search include:

  • What is the capital of Australia?
  • Show me pictures of pandas
  • What’s the definition of “octopus”?
  • Play some music by The Beatles
  • Wake me up at 7 a.m. tomorrow
  • Set a timer for 5 minutes

You can also use voice search to control your device and apps. For example, you can say, “Ok Google, turn on Bluetooth” or “Ok Google, play The Mandalorian on Disney Plus.” If you're keen to tune up your marketing strategy, look no further than Wizard of Ads®. Our team can help you take your business to the next level. Book a call.

The Origin and Key Events

The history of voice search begins back in 1952 when [Bell Laboratories introduced the first speech recognition program called Audrey](https://sonix.ai/history-of-speech-recognition#:~:text=1950s and 60s,to 16 words in English.). It was followed in the 1960s by a machine called Shoebox which could recognize numbers zero to nine. During this time, IBM also developed a program called STAIR (Speech To ASCII Recognition), which helped transcribe meeting notes. In 1973, Dragon Systems began commercializing speech recognition technology. It eventually led to the development of the Dragon NaturallySpeaking software in 1997.

Meanwhile, in 2002, Google launched its voice search service, which allowed users to search the web by speaking into their phones. What followed was the release of Android 4.1 Jelly Bean in 2012. That included Google Now, a voice assistant that used natural language processing to answer questions and perform tasks. In recent years, the accuracy of speech recognition systems has greatly improved, thanks to the adoption of deep learning techniques. It has led to the development of other virtual assistants such as Amazon Alexa, Apple Siri, and Microsoft Cortana. Despite all these advances, however, speech recognition remains a challenge. One reason is that there are many different ways to say the same thing. For example, you can say the phrase “turn off the light” as “switch off the light,” “flip the switch,” or simply “turn it off.” Another challenge is that speech recognition systems need to be able to handle background noise and other interference. Despite these challenges, speech recognition is a crucial technology that is becoming increasingly important in our lives. As we move toward a more connected world, it has the potential to transform how we interact with devices and make life easier for everyone.

The Plight of the Hummingbird

The Plight of the Hummingbird

Google announced the Hummingbird core algorithm update in September 2013. This update was a significant change to the way Google ranked websites, and it had a profound impact on the SEO industry. On Google voice search, in particular, the Hummingbird update meant that Google would now be able to understand the context of a search query, rather than just the individual keywords. This was a paradigm shift. It meant that SEOs needed to start thinking about optimizing their content for meaning in addition to keywords. The problem is that while the Hummingbird update was a exponential step forward for Google, it also created some new challenges for SEOs. In particular, it made it more difficult to rank for long-tail keywords. That's because, with Hummingbird, Google can now understand the search intent behind a query.

So, if someone searches for "how to make butter," Google will know that they are looking for a recipe rather than just a list of ingredients. That's nice news for searchers because they are more likely to find what they want. But it's not so great for SEO, because it's harder to rank for long-tail keywords. However, optimizing your content is crucial for voice search from a marketing standpoint. As more and more people use voice search to find information online, optimizing your content for this type of search becomes increasingly important. Here are a few tips for optimizing your content for voice search:

  • Speak like a human (I, Not Robot): When you're writing your content, use natural language. That will make it easier for Google to understand what your content is about, and it will help you rank higher in voice search results. Semantic search and using language that Google can understand is becoming increasingly important.
  • Think like a searcher: When you're planning your content, think about what someone would say if they were searching for the information you're providing.

For example, if you're writing a recipe, think about how someone would search for that recipe. They might say something like, “How do I make a cake?” or “What's the best recipe for a chocolate cake?” It will help you ensure that your content is relevant to what people are actually searching for.

  • Use structured data: Structured data is code that helps search engines understand the information on your website. It can help you specify the ingredients in a recipe, the steps involved in making it, and other essential details. That makes it easier for search engines to find and understand your content, which can help you rank higher in voice search results.
  • Optimize your website for mobile: More and more people are using voice search on their mobile devices. So it's vital to make sure you optimize your website for mobile. That means ensuring it loads quickly, is easy to navigate, and has relevant and useful content.
  • Make your content scannable: People often scan web pages rather than reading them word-for-word. So it's crucial to make your content easy to scan. You can do this with short paragraphs, clear headings, and bulleted or numbered lists.
  • Be specific: The more specific your content is, the easier it will be for people to find it. So if you're writing about a recipe, include as many details as possible: The ingredients, the steps involved, how long it takes, etc.

Integration in other Google Products

Voice search is also integrated into many other Google products, such as Google Maps, the Google Mobile app, and YouTube.

Voice Search in Google Maps

The power of voice search is growing every day. In fact, 20 percent of all mobile searches are by voice. If you're a business with a physical location, it's essential to ensure that your address and phone number are updated on your website and in your Google Business Profile listing. It will help ensure that customers can find you when they do a voice search for your business type in Google Maps.

Voice Search in Google Mobile App

Like with Google Maps, if you have a physical location, you'll want your address and phone number up-to-date on your website and in your Google Business Profile listing. It will help ensure that prospects can find you when they do a voice search for your business type in the Google mobile app.

Voice Search in YouTube

It turns out that YouTube is one of the best voice search apps for Android. That’s because the app is deeply integrated with Google’s speech recognition technology. If you have a video channel on YouTube, you can optimize your videos for voice search by including keywords in the title and description of your videos. You should also include transcripts of your videos to make them more accessible to people searching with their voices.

The Rise of Voice Search Queries

The Rise of Voice Search Queries

Voice search has been a very significant and popular search method on Google. It has been on the rise in recent years, with more and more people using it to search for information. That's because it's very convenient and easy to use. You can speak into your phone or other device and get results in a breeze. Google voice search trends show that this trend is here to stay and will continue to grow in popularity. That's because people increasingly use their voices to search for information instead of typing it out. It's especially true for mobile devices, where it's much easier to speak than type. Specifically, Google Trends search data from 2008-2016 shows that voice searches are 35 times higher with the incorporation of voice search in iPhone and Android devices. That confirms the number of voice searches will continue to increase as more and more people use these devices. With the advent and development of Android Auto and Carplay, voice search is here to stay. “Hey, Google?” “Yes?” “Take me to the best Marketing Strategist for residential home service companies.” “Ok, taking you to the Wizard of Ads®website. Wizard of Ads® are Marketing Strategists who can help your residential home service company exponentially increase revenue. We make your marketing easier than ever, so you can get back to what you do best– running your business. Book a call today!

(Branding)
(Online)
(Voice Search)
(Local Seo)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

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How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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