What Is Voice Search?
Voice search is the term used to describe and think about how brands and products are found in a voice world. With voice interfaces like Google Assistant and Google Home entering our lives faster than any interface before this has become a very relevant topic. Samsung has also publicly stated that every device it ships by 2020 will be voice enabled with it’s own Bixby assistant.
You can think about voice search much like google search. You are asking a computer system to search the internet for a result. The principal difference is that in an audio world only the first result really matters, we know that we are not very good at remembering lists and so these assistants are being built to serve you the one, best result.
This sounds great from a consumer perspective, if done correctly, but for a business which has yet to make it to #1 on a google search result this could mean complete obsolescence. So what’s the answer? Anyone with an understanding of Search Engine Optimisation will know its a hard nut to crack and relatively mature, with voice search the dust is still settling. There are a few facts that stand true.
1) You have to be in it to win it. We are in a learning phase, the companies that invest in learning by creating their own conversational capability will do the best.
2) Google and Amazon do not have all the answers, they are pushing niche questions to experiences created by brands and 3rd party developers using a technique called “implicit invocation”, going after these is a good strategy to adopt to gain respect and trust from the platforms and start generating owned data.
3) This is coming. Bill Gates said that we tend to overestimate the change technology will have in the short term and underestimate the change in the long term. Just because the changes are not radical now don’t think they are not coming, hop on the bus!