The Rise of Google Voice Search from 2015-16 (keyword research from Keyword Planner)

posted 26 Sep 2016, 09:14 by C Byrne   [ updated 6 Oct 2016, 02:37 ]
Just over a year ago a respected UK digital agency wrote that "....no official nor relevant voice search tool exists yet ... it is impossible to get data from queries that people are voicing with their Google Now..." (thedrum.com/opinion/2016/05/11/your-brand-really-speaking-same-language-voice-searchers-around-globe).

This is nonsense!

Since my last piece of keyword research on this topic in August 2015, the use of Google Now appears to have boomed worldwide in markets that search in English (according to my research using Google data from their Keyword Planner). Other analysts have tried to infer data from Google Trends.

In case you're not familiar, Google Now is voice activated intelligent PA software developed by Google & launched in 2012; similar to Siri from Apple, Echo from Amazon and  Cortana from Microsoft. Google Now is available in the free Google Search mobile app for Android & iOS, as well as the Chrome web browser from Google on personal computers. 

To use Google Now on a smartphone you can pick up your phone and say “OK Google”... and then your phone is listening. Is it just me that finds that really creepy?

To show the rise we can see in my previous research statistics that there  were an average of 4,090,000 searches globally monthly on Google for the exact phrase "OK google” last year - this has boomed to 24,900,000 in Sept 2016, which when you calculate* the percentage of these searches on smartphone / mobile (not including tablet) devices suggests a rise of around 800% in one year alone

* Around 67% of these searches were from mobile devices with full browsers (not including tablets) in 2015 - in 2016 this figure was 87%.

However, based on data from the UK there was a decline in the number of searches for what were the top 10 most popular direct 'OK Google' commands in my research in 2015

Search Volumes in 2016 for top 10 most popular Google Now search phrases from 2015 in the United Kingdom

 

Search phrase

Average Monthly Search Volume Aug 2015 on Google in the UK*

Average Monthly Search Volume Oct 2016 on Google in the UK*

ok google open youtube

8100

5400

ok google what is a rockhopper penguin

8100

260

ok google youtube

8100

6600

ok google everywhere

5400

480

ok google ok google

5400

5400

ok google show me

5400

2400

ok google facebook

3600

3600

ok google uk

2900

170

ok google what time is it

2400

1600

ok google what's on my chromecast

2400

170



* Around 59.5% of these searches were from mobile devices with full browsers (not including tablets)

** Around 83.4% of these searches were from mobile devices with full browsers (not including tablets)


Most popular Google Now search phrases in 2016. 

KeywordAvg. Monthly Searches (exact match only) globally on Google *
ok google ok google450000
ok google now246000
ok google youtube110000
ok google facebook90500
ok google google49500
ok google minecraft40500
ok google chrome22200
ok google commands22200
ok google everywhere14800
ok google open youtube12100

*  Around 87.5% of these total searches were from mobile devices with full browsers (not including tablets) in 2016.


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