What is 'Voice Technology'? According to search group Tech Target, voice or speaker recognition is the ability of a machine or program toreceive and interpret dictation or to understand and carry out spoken commands.
Thank You Google! Voice Technology.
There can be no doubting that voicetechnology has changed the way we live our lives, but how has it changed the waythat we search online, and how are digital marketers going to be able tokeep up with this new trend.
So what is Voice Technology? Well it may be asmartphone, it may be a device that uses voice recognition to perform commandssuch as opening an app or perhaps search for something online.
Most of us use it everyday if not at some point during the week.
Thesmartphone or device can interpret diction which allows them to carry outspoken commands.
So we see the first two examples of mainstream voice technologybeing used in Siri on the iPhone and Google Assistant on the Android devices,and in recent years we've seen the introduction of home devices such as theAmazon Echo and Google Home which are purely for interpreting and obeyingvoice commands.
Some of these are so advanced we can control our homesecurity, our lights, our kettle just from a simple voice command on a device inthe corner of the room.
And it's actually estimated that in 2018 alone there will beover fifty million devices sold worldwide.
But how is this going tochange marketing or more specifically search marketing? What is traditionally amarketing format that is based on someone typing in something to theircomputer to search for it on a search engine, can now be done by someonespeaking to a device, and while currently only 20% of google searches are done byvoice this is estimated torise to 50 percent by 2020.
That's a huge shake-up to an industry that's been,let's be honest, pretty stagnant without many major changes for a few years.
Number one we're going to see longer search terms.
So where as someone who issearching using their tablet or their phone or their computer will normallyonly use around two or three words, we've seen in current data that someone who's usingvoice technology to search will generally use a whole phrase.
Take theexample of red shoes.
If I was looking for a pair of red shoes and I was searching onmy computer, I would probably just type in red shoes, perhaps the size, whereassomeone who is using voice technology would say 'Where can I find red shoes,size six' Now this is absolutely amazing because one of the problems we encounteras digital marketers is finding out the intent of the person who is searching soif they're using two or three words such as red shoes, do they want pictures of redshoes, do they want high-heeled red shoes are they a man or a woman, are theylooking for a certain size, do they want to buy them in store, do they want to buythem online? There are whole host of different questions that we as digitalmarketers have to figure out the answers to.
Whereas if someone's using fullphrases in voice search such as 'Where can I find the red shoes in London, sizesix?' That allows us to eliminate a lot of search results that aren't going to berelevant to that user, and it's great for for the user because it means we can givethem more relevant answers.
Point two is about speed.
We found in current trends sofar that someone who is using voice technology to search generally wants results there and then.
It could be that they're looking for a restaurant booking, or they want tofind a particular store or a particular number.
We've seen that after receivingthe results the searcher is likely to take action very soon after.
So whereas with traditional search marketing, you may be trackingsomeone for several days or several months to see if that person turns intoa conversion, with voice search it seems that person's going to take actionlot quicker.
The third point is about the intent of the person who is searching.
The recent data suggests that people that are using voice recognition fortheir searching are far more specific in what they search for and thereforelikely to have a better idea of what they want.
They're much less likely tojust be browsing on their lunch break or looking up stuff while they're watchingTV.
So this point kind of crosses over with number one and number two in thatyou're generally gonna see it along with query length, and it's going to besomeone that wants results fast.
They know what they want, they're going totell you what it is with quite a lot of detail and they're gonna act on thoseresults pretty soon afterwards.
Point four is all about questions.
So peopleusing voice technology to search are much more likely to use questions intheir searches.
So go back to my red shoe example, say someone's looking topurchase red shoes from a certain store they'll use as question such as 'Dobla bla store sell ref shoes?' This is the perfect opportunity for the marketingagency looking after that store to be there with the answer.
So marketers andadvertisers need to be thinking more about question based phrases rather thansimple key words.
What are the questions that your company has the answers to? And those are the sort of questions you need to be thinking about when you're lookingat voice search marketing.
Final point, point number five is all aboutthinking locally.
So when a searcher is out about, they are three times more likelyto use voice technology to do their searching than just typing in on theirphone.
So for example someone asks their device 'Find a great coffee shop near me'.
So it's really important for businesses to make sure that your search marketingis set up for local intent.
By this I mean if people areusing keywords such as landmarks near your business, or the town your businessis in, you need to make sure you're coming to the top of the results,particularly if you run something like a retail or food business.
So as a digital agencywe're actually really excited about the shake-up that's happening with theintroduction of voice technology to search marketing.
Exactly where it'sgoing to lead, we don't precisely know yet.
But certainly as more and morepeople start to adopt voice technology and devices such as the Google Home orthe Amazon Echo are in more and more homes, we're going to see a shift in howit changes digital marketing.
Those are just five of the ways we think is going tochange search marketing, we'd love to hear your opinions too, so pleasedo get in touch with us and let us know your thoughts.
And as always, if youhave any more questions or queries do not hesitate to get in touch with us.
ButI hope this has been really, really helpful to you.
See you again, bye guys.