Understanding that Voice is the next evolution of search is an insight that makes winning in voice both easier to understand while at the same time a far more imminent challenge for marketers. The influx of home assistants and the continued rise of mobile voice search has made it clear that the time to start considering how these impact digital marketing strategies is now. Intents have changed and marketers and advertisers need to adjust their keyword sets and content strategies to align. Below are the top five insights marketers need to know to about the voice arena and its growing importance.
1. Voice-based interactivity is poised to be the primary way consumers interact with brands digitally in the coming years.
And search is at the tip of the spear of this behavior shift. To capitalize on this trend, marketers and advertisers should turn to SEO tactics built on the thorough study of user intent and context. These tactics offer sophisticated audience modeling based on search behavior to deliver relevant content to searchers, including those using voice commands.
2. Brands have an opportunity to be “sourced” as the answer to questions asked of digital assistants.
By 2020 there will be nearly 21 billion internet-connected devices in the world, and voice command will become a mainstream marketing medium. Advertisers who identify intents expressed in searches that signal they originated in voice and translate this to keywords and phrases to optimize content can then target and optimize content to ensure selection as a top result for voice response.
3. Lack of early adoption will make it costly and difficult to play catch up when voice reaches critical mass.
Voice search has seen wider adoption recently, with 61% of users using voice search within the last year and it is growing rapidly. Marketers who aren’t taking the time to understand behavior behind queries, use local best practices or optimize their content for Quick Answers to give their brands more exposure across voice search will be left behind.
4. Four core platforms will power the voice revolution where brands can create meaningful experiences.
Marketers should turn their eye to the big four — Siri, Cortana, Google and Alexa. Devices powered by these voice assistants will usher in a crucial era of connected devices. A deep understanding of the algorithms that underpin these devices will enable brands to succeed in the simultaneous era of artificial intelligence.
5. Intents behind the questions and commands people express will reign.
In the early days of this move to voice-interactivity, it is critical for businesses to understand what target audiences ask their digital assistants. This will empower them to build and deploy content that will be discovered and create meaningful experiences in this space. This is not a new concept, but will be a heavy determinant in success in this space.
Overall, voice search is here and unavoidable, and marketers need to prepare a foundation in order to move forward in tackling the voice search arena.