The utilisation of voice search technology or ‘virtual assistants’ has grown exponentially in recent years. Google stated that over 20% of all enquiries are voiced, and over 55% of millennials and 41% of adults use voice search everyday.
What is the reason for this technology’s popularity? Well, consumers are growing time poor, impatient and lazy- thus, some consider typing not immediate enough and more effort.
Let’s be honest, why would you type when you can ask a virtual assistant a query without having to stop the task you’re currently undertaking.
Voice search is clearly a winner for consumers, but what does it mean for current practices in digital marketing?
Jason DeMers from Forbes stated “if [virtual assistants] keep advancing in capability and sophistication, eventually they could come to replace all our traditional search algorithms”. Evidently, the proliferation of this AI technology means that marketing practices will have to adapt, particularly SEO (Search Engine Optimisation). If an organisation neglects to update their SEO practices this could result in becoming invisible to consumers.
Why is this? Well, current practices of SEO aren’t entirely compatible or effective because with voice search-
- Enquiries are specific and long-tail
- Questions are increasingly location focussed
- Consumer search behaviours are more unpredictable
- There is less interaction with screens= decrease in SERPS
I believe that if businesses continue with SEO techniques as they are now and do not consider the effects listed above, this will detrimental as it will render them non-existent to a consumer who uses voice search.
How often do you use virtual assistants? Do you believe they will become the primary tool to source information in the future? Do you agree that this AI technology will effect SEO, why?
Please share your thoughts in the comment section.