Traditionally, searching for products or services online involves consumers typing keywords and phrases into a search engine such as Google or Bing. These phrases and keywords then bring up relevant pages that a consumer can choose from.
Now, with the rise of voice recognition technology, a new form of searching has taken hold in marketing: Voice Search.
Voice Search marketing refers to consumers speaking their inquiries or search words into a search engine rather than typing them on a keyboard.
For instance, if you are using a Windows PC computer, you might notice the small microphone icon on the right-hand side of the search bar.
Activating this microphone will allow you to talk directly to your computer’s search engine. Say you want to look up airline flights to the Hawaiian Islands. Simply, activate the icon and say a combination of keywords such as “airline flights”, “prices”, “Hawaii”, etc. The computer will then register your words and perform the search.
How Does Voice Search Influence Marketing?
With the popularity of Google Home and Amazon Alexa, Voice Search is becoming more accessible to consumers.
In fact, we carry Siri, one of the most popular forms of Voice Search technology, around in our pockets almost 24/7 where it is ready to perform thousands of voice-related commands.
With the rise of Voice Search marketing, this could create some significant changes in the way we market to consumers.
For instance, semantic searching could become more prominent. Semantic searching involves analyzing languages in a natural way in order to decipher the meaning of words and phrases in order to return the most plausible search results.
Since language is so diverse and many words can mean different things/contexts to different cultures, Voice Search technology must be able to read the signs clearly in order to service consumers. Marketers in turn need to fashion their ads and materials to make them voice-searchable and more likely to be seen by consumers.
Unlike typing keywords and phrases into a search engine, Voice Search has the ability to keep up with us while on the move. It’s easy to call up Siri and ask where directions to the nearest restaurant or hotel is, or to ask for the time in Tokyo while we are travelling to and from work.
Voice Search marketing is also changing the way we think about SEO. With more consumers using voice search technology, the amount of organic search traffic a business could see to its website could decline. Voice Search eliminates the need to click on a website link to access information; as a result, marketers could have a harder time tracking the traffic to their website.
Voice Search: The New Marketing Trend?
Will Voice Search ultimately replace text/typing searches? Its hard to say. While more Voice Search technology is becoming available to consumers, there is still some benefit to text/typing searches.
For instance, try asking Siri for the weather report or the latest news feeds while sitting at a Maple Leafs game or in the Quiet-Zone on the GO Train?
Sometimes this technology will not work.
Nevertheless, whether Voice Search ultimately becomes the way we access information, marketers need to be aware of the importance it could be to their consumers and adjust their strategies accordingly in order to stay relevant.
Courtney Rosebush, Content Contributor