Digital Assistant & Voice Search : New Evolution In Digital Marketing

Jagriti_Shares 02-05-2020

Think of a scenario in the near future, you are in a conversation with your digital assistant. Many of us are already living through it, right? Yes, estimates show that in the US alone 117 Million users (35% of the total population) use a voice assistant at least monthly and it is expected to go up to 122 Million in 2021 (Source: eMarketer, May 2019).

 

Voice SearchVoice SearchThe way we are depending on digital assistants nowadays, this is going to be a new normal for us.
Instead of just asking Siri to put an alarm, call someone, take you somewhere, or sharing a joke, you are going to engage in real conversations with her in the near future. Imagine one fine day you ask your assistant:

You: Hey, Siri/Alexa/Cortana/OK Google (And many others). What is the best sportswear brand?

Your Digital Assistant: Hello there! What would you exactly like to buy?

 

You: Digitally connected training shoes with Bluetooth.

Your Digital Assistant: Are you going to buy it for yourself or your partner?

 

You: I will prefer that for me.

Your Digital Assistant: What would be your budget?

 

You: Anything around 25K.

Your Digital Assistant: I found these five brands suiting your budget, based on popular review and most-purchased data.

 

You: I would like to go for Under Armour Machina shoes.

Your Digital Assistant: Perfect, would you like to make the purchase from Amazon or Flipkart or directly from a nearby Under Armour store?

 

You: I will prefer Amazon.

Your Digital Assistant: Opening Amazon from the apps.

How does that sound to you? Exciting?

Yes, digital assistants are going to be a new evolution for digital advertising, and advertisers should start thinking and planning well in advance. The very first step is to start leveraging Voice Search in your Search Engine Marketing and Search Engine Optimization strategies.

In 2011, Google announced to roll out Voice search on Google.com. Since then we have seen an exponential rise in voice search queries. Voice Search Insight Report suggests that 27% of the global online population is using voice search on mobile (Source: ThinkwithGoogle).

According to a study by Adobe Analytics in March 2019, 91% business decision makers who were surveyed said they already are making significant investments in voice, and 94% said they plan to increase their investments in 2020. Though the optimization on voice search queries is still developing, taking a lead here can be rewarding.

The key question here is, “How are we going to ensure that we are ready to leverage this exponential growth in voice search queries”?

Below are three key actions which we can take today to be prepared for the future:

  1. Review the keywords: As voice search queries are conversational in nature, which generally starts with What, How, Where and Who.The need of the hour is to include such keywords in your account and closely monitor the performance
  2. Leverage “near me” queries for local businesses: “Near me” searches have witnessed exponential growth over the last two years. To be present for your customers on the top of their “near me” searches, you need to start with is:
    • List your business on Google My Business
    • Ask for reviews from the customers
    • Include as much information as you can in your local listing
  3. Mobile friendly website: As most of the voice searches are from mobile, we need to take our users to a website which is easier to navigate on mobile and user journey does not include multiple clicks to pages.

It is never too late to start with new avenues. Think ahead of your competitors, include voice search in your optimization strategy and make sure your online visibility is in line with your customer needs.

If you are already doing something for your customers related to voice search, do share with us in the comments section.

Hey Siri, sign me off 😄

Digital Advertising Digital Assistants Paid Search PPC Voice Search
5 Comments
sanjaysi 03-05-2020

Congratulations on your first blog @Jagriti_Shares. Absolutely, digital assistants are going to be new normal for us in the coming days and we should be thinking of ways to use these in our advertising strategy.

cecilieb 04-05-2020

Great read.  Thank you for sharing.  I did a strategy with an organization a few years ago on SEO and SEM for voice search.  One of the other things i noticed in the keyword review were the actual voice prompts: "Hi Google..." or "Hi Siri..."  Most of the voice search queries did pop out in being more conversational type language.  Incorporating voice search optimization techniques (along with a few other things), drove an increase in leads by 36% (and a decrease in CPA) in the first month of implementation. 

 

We also recommended taking it one step further with a voice skill, but we needed to start with baby steps.  🙂 

Jagriti_Shares 04-05-2020

@cecilieb  Thanks for sharing the impact of including voice search in your optimization strategy. The number looks really great. 
Rightly mentioned, We should start taking baby steps now to target these conversational queries so that we can see big results in future.