Marketers Need To Focus On Voice Search Right Now
In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology.
From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more entrenched in family homes around Australia.
Google Home, the first to hit the local market in mid-2017, was a popular gift at Christmas.
Now, Apple HomePod and Amazon Echo are adding to the noise, giving consumers more options around aligning a smart device with the technology they already use within their homes.
The growing popularity of voice activated devices marks a new paradigm for marketers.
Just as mobile heralded a new era for location-based search, voice activated search is shifting the goal posts once more, with tactics like optimising for featured snippets and ‘near me’ phrases coming to the fore.
We’re entering a new era, in which marketers need to start optimising for voice – to help vocal searchers to find what they’re looking for. Have you started?
Following the US Lead
In the US, it’s estimated that the number of voice-enabled digital assistant users will rise by 14.1 per cent to 69 million in 2018, with 45.4 million of these users relying on smart speakers*.
Whether it’s via their smartphone or smart speaker, US consumers are using voice-enabled technology for things like: online searches (69 per cent), asking questions (67 per cent), making a call (61 per cent), finding a local business (58 per cent) and product research (53 per cent).
According to Google, the vast majority of people (72 per cent) who have a voice-activated device use it as part of their daily routine.
They see their virtual assistant as a means to multitask, get things done faster and find answers in an instant.
As the US experience shows, these devices are behaviour-changing. It won’t be long before voice-activated search hits its stride in Australia, and marketers need to be ready for it.
Challenges and Opportunities of Voice Search
The rise of voice search will require a shift in tactics for marketers who currently invest in SEO. Think about it. Voice-activated search doesn’t use Search Engine Results Pages (SERPs).
There’s no screen to scroll down; no scanning search results. Rather, your handy home assistant will throw up one answer – that from the holy grail of SEO, ‘position zero’.
Featured Snippets
Featured snippets (that is, position zero) are key to voice search success.
And figuring out how to rise above all the noise and get your search results up top is going to be a key challenge for marketers – particularly given that there is still no way of accurately determining which query will land at which featured snippet.
It’s still a volatile space; but by being aware of its importance now, you’re one step ahead in the race for voice search rankings.
Search Behaviour
Another challenge – given the infancy of voice search in the Australian market – is knowing how consumers will use their smart device to search up businesses or brands.
Will they be using it to order a pizza? Find out what time the local shopping centre closes? Look up a recipe and order the ingredients? Research new dishwashers when theirs breaks down?
Or, like mobile search, will we see a continuing trend for ‘near me’ and ‘opening hours’ type phrases to be used?
Early data coming from voice search says that these types of phrases will continue to be used, but may be woven into lengthier questions.
Instead of typing into a browser “Domino’s opening hours” you might ask, “What time is Domino’s open until?”
We’re seeing much longer search queries emerge, as well as the rise of long-tail search queries. This cool study from the States found 41.7 per cent of searchers use 5+ words; and 96.5 per cent of search queries have less than 50 searches per month.
In other words, they are longer and quite unique. These stats line up nicely with how users search via voice.
Voice Search Results
And we’re also seeing data emerge around how voice search works. This study on voice search SEO measures a range of SEO ranking factors – like PageSpeed, Schema
and HTTPS – and throws up some interesting results. For example, Google prefers concise answers to voice search queries, with the average result being just 29 words in length – and it’s written in language aimed at 9th graders. In other words, short and simple.
Getting Started
With voice search, things are changing fast. Marketers must keep a keen eye on the data that is being collected about how people are using voice-activated systems.
The good news is this data is growing day by day, presenting an opportunity to start putting plans in place to enable your brand to get a clear lead in the voice search revolution.
Brands need to start the research now and be ahead of their competition when it comes to voice search. This will be a game changer in Australia so now is the time to get on board.
Sources:
* eMarketer’s 10 Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers.
Please login with linkedin to comment
Amazon Alexa Google Home Performics Australia voice activated techLatest News
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
MKTG Launches PR & Talent Division Realigning Business Structure
Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]