Voice Search is a very fancy term nowadays in business & everyday life. Everybody wants to get familiar with it. So, What is Voice Search?
Voice Search is searching your query on the web by using your voice instead of manually typing on the keyboard. There are lots of advantages in using voice search as first it saves your time and gives more accurate results than the manual search.
Statistics suggest that Human can type 40 words per minute compared to speak 150 words per minute. (Source: Branded3)Voice search also provides convenience to people in which they can use it on the go compared to limited usage situations of manual typing.
Voice Search Trends
According to Comscore, 50% of searches will be from voice search by 2020. So, Voice search market is in expansion mode and will be valued at $601 Million by 2019.
According to Search Engine Watch report, query “voice search” (Where, When) increased to 300% in 2017 compared to the year 2016. This statistics are shown below in graph.
In Google Marketing Next 2017, There was an announcement related to Google Voice search data integration with Physical inventory & Location data. Now, the interpretation is that physical stores can integrate their location data with voice search queries. For Ex., whenever People will be searching with voice- “OK Google, Show me New Smartphones of 2018” & any mobile store can optimise this voice query by integrating their store location and inventory with very ease.
Major Players Capitalising On Voice Search
#1. Google Home
Google Home is the smart speaker from Google which uses voice assistant to provide answers to all voice queries. Home can do this by using smart technology like Artificial Intelligence and Machine Learning. It was first launched in United States Of America in November 2016. Google sold around 7.6 Million units of Home Products in Q4 2017. (Voicebot)
Google has also launched two variants named “Google Home Mini” & Google Home Max” in order to increase sales. Google is slowly and steadily building their future technology based on voice search.
#2. Amazon Alexa
Alexa is an intelligent personal assistant and working on voice search technology. It was launched in November 2014. Alexa is a product of Amazon. Since It’s launch, there are lots of variants available in the market.
Alexa Products Portfolio:-
- Alexa Echo
- Echo Dot
- Echo Plus
- Echo Spot
- Echo Show
- Echo Look
These products can do the variety of tasks like delivering answers, play the music of your choice, daily news, nearby shops opening & closing times, weather updates, saving To-do notes & set reminders etc.
It is clear from the image that Google Home is way behind than Alexa products in sales data for Q3 2017. In a recent update, People living in Alberta can check the Emergency services wait times by asking Alexa. In addition, They can also get news related to Health services delivered in Alberta.
#3. Microsoft Cortana
Cortana is a smart virtual assistant created by Microsoft for Windows 10, Windows 10 Mobile, Windows Phone 8.1, etc. devices. It was launched on April 2, 2014, at Microsoft BUILD DEVELOPER Conference, San Francisco.
#4. Apple HomePod
Apple HomePod is the smart speaker from Apple. They first announced this speaker on June 5, 2017, at Worldwide Developers Conference. The HomePod was launched on February 9, 2018, in Australia, USA & UK. It is available in 2 different colours including white and space grey.Since launching, Apple HomePod has grabbed 3% of Market share in smart speaker category.
Partnership Of Brands With Smart Speakers
In August 2017, Walmart has made a deal with Google to enable voice-enabled shopping. This deal can be beneficial for both Google and Walmart. Walmart can showcase their products on Google Home after voice search results and earn higher revenue with only major player optimising “voice search” results.
Voice Search Engine Optimisation (VSEO)!!
With the Voice search trends in 2018, every marketer should optimise their website for voice search query. So, The terminology has changed from SEO to VSEO.
For Optimisation, Marketer has to find out most common voice search queries. For Ex: Restaurant in London can optimise their website for search queries like “Restaurants near me”, “Cheap Restaurants in Stratford” and “Which Restaurant has Italian food option available??” etc. The Marketer has to make the list of common voice search queries and then optimise the website according to that.
Benefits Of Voice Search Engine Optimisation
The main benefit of VSEO is increased ranking on Google Organic search results. If some specific keyword (“near me”) is highlighted in website content, then Google can display that result with featured snippet too.
Voice Search To Paid Voice Search
2018 is the year of voice search but what about paid voice search??The question is how to find the proper platform and way to deliver ad against voice search query?? There are experiments going on with regard to paid voice search. So, every content marketer and blogger on marketing website talked about paid voice search and it’s potential benefits/risks. Nobody is providing an optimal solution to this question.
Before going ahead with ads based on voice search, we have to find out the search behaviour of people using smart speakers. People are very self-aware about their search results. There are mostly 2 situations in which they use voice search.
- In-home activities (Watching TV, Handling Kids, Relaxing etc.)
- Out of Home Activities (People driving their car, on the go in public vehicles etc.)
Also, We have to find out most common activities for which people use search query. For In-home activities, we can consider Pizza delivery at home or some personal interest work etc. For Out of Home Activities, we can consider Finding New Restaurants, New Streets etc. The urgency of getting search result is also one of the prime indicators of search behaviour.
For finding out whether paid voice search will be feasible or not, the Marketer can integrate search behaviour with the type of smart speakers used for delivering voice search based result. With regards to the smart speaker, one can choose from Homepod, Google Home Mini or Alexa Echo. Also, most of the speakers and devices are working on audio. So, display ad has no future as of now.
Different Tactics To Deliver Paid Results Of Voice Search Query
After finding out search behaviour and possible integration on smart speakers, Marketers should experiment with places where paid results can be possible. There are some tactics given below for placing ads on smart speakers.
- Smart Speaker Platforms can use Recommendation Engines to provide paid voice search results based on past user purchase data. The brand can make a partnership with these Smart Speakers for increasing sales. This solution works best for Google Home & Apple HomePod because they don’t have any display screen to deliver display ads.
- Amazon has launched Echo Spot & Show with the feature of the Display screen. Smart Speakers & marketers can use some spot to showcase display ads.
Paid Voice Search Problems
There are some issues related to paid voice search option. The most important are listed below on which marketers can provide their attention:-
- Users are searching with the voice for on the go results. They can’t wait for an ad before or after search results. If they saw the ad, then they can be frustrated with positioning.
- Google is the biggest victim of negative comments from people because they experimented something in past and it didn’t work at all. Google has tried to promote “Beauty And The Beast Movie” on Google Home. So, whenever people ask about something, google assistant returned with “How about checking out Beauty And The Beast Movie Timings??” and after that, it provide results. People didn’t like this and reverted back with negative comments.
Future lies in present research about voice search. When all brands try to see the potential benefits of voice search, then great future can be possible. Omnichannel experience can define possible future of voice search.
In conclusion, websites optimisation and blogs based on voice search queries can define businesses wins or losses. Just the required thing is sensing of how people are using voice search feature on different smart speakers. 2019 will be the year of paid voice search!!