A fundamental change is coming in how consumers will engage with content, commerce and advertising, driven largely by the rapid growth in AI-enabled voice recognition devices such as Amazon Echo, Apple HomePod and Google Home.
The interface is simple, to start you just trigger word – “OK, Google”, “Alexa” (Amazon) or “Siri” (Apple) – ask a question and get a response. Welcome to a future where your voice is the main signal for all your search and shopping functions.
ComScore predicts that 50% of all searches will be done through voice recognition devices by 2020, thus one can see why Marketers are keen to get their products recognized by Alexa or Siri. But how will voice recognition search work on these devices? It is believed that Alexa will query several resources available, including Bing, Yelp and a database of enabled Skills, including WebMD for medical queries. Having your solutions or products promoted/listed in Google Answer Box is also believed to be highly effective for them to be picked up by these voice recognition devices.
What Should Marketers Focus On To Get The Most Out Of Voice Triggered Search?
Voice Recognition Language
Using voice only, marketers will not be able to provide mouth watering images of products, environment, promotion models etc., but instead will have to concentrate heavily on script and language to enable these mental images and emotional responses.
Search & Key Words
Again, using voice only search, consumers search queries will be slightly different in conversation than those they would use if they had to type the search into a keyboard. Marketers will need to make sure their key words and key phrases match more closely conversational searches than those which are typed.
Research has shown that audio alone is less successful than audio and visual combined. Marketers will need to build in music, sound effects and branded tones to be strategically aligned to help drive lasting memories with consumers.
Structured data from within your website becomes more important because it is one of the signals used to power the search results or direct answers. Using structured data will help voice recognition search engines crawl your data more efficiently.
If you would like assistance to help your organization prepare for better search results from voice recognition devices and bots such as Siri and Alexa, contact RML Marketing & Business Development Solutions today.