What Is The Impact Of Voice Search On Digital Marketing Services?

Many digital marketing companies are trying to stay on top of voice technology. As a preferred option to typing, voice search makes it easier and faster to access the Internet and eliminates the effort of typing a query in the search engine. The increased use has created an urgent need for voice search optimization and one of the most important digital marketing trends.

Let's look at the three ways consumers will use voice search to engage with the Internet and how each impacts digital marketing.

• Replacing the keyboard with voice commands

In the same device, instead of using the keyboard for information input, we use voice commands. The response can be either displayed on the screen or vocalized by the machine. How does this impact SEO? Search engines are the gateway to the Internet, so businesses must show up on SERP. Since voice search is more conversational than traditional typing, SEO strategies will have to be tweaked to include phrases rather than just keywords.

Even website content will need to adopt a more conversational tone, similar to chatbot engagement. To keep up with voice search, the standard website format of "About Us" and "Our Services" will have to be modified to create an interface that responds to voiced questions while keeping in mind the multiple possibilities of the flow of conversation.

• Using voice command devices

The market for voice devices like Alexa or Google Home is booming and is expected to rise further. For now, these devices answer simple questions like "What's the weather?" and respond to easy commands like "Play some music." But as these devices get more intelligent, they will soon be able to participate in more complex interactions. For example, Amazon's Alexa can trigger a routine on a specific command, and users can customize this to create their routine, which will be triggered by a phrase like "Good Morning" to start the coffee pot or "Goodnight" to switch off the lights.

A lot goes into making the device, and one of the challenges is to create a "personality" for the voice that would respond to the command. This includes tonality, gendering and other specifics. Amazon describes Alexa's unique characteristics as "approachable, efficient, trustworthy and natural". Brands also have to figure out how to incorporate SEM in voice devices. As for advertisements, there are some examples where the voice assistant runs a 15-second brand ad before responding to a query.

• Internet of Things

IoT is one of the most anticipated advances in technology, and it offers some truly incredible possibilities. With chips embedded in every device or gadget, voice can completely change the way we interact with IoT devices. For example, you can talk to a device while driving or, the visually impaired can easily ask for directions for navigation.

Another typical example is asking your fridge to order supplies from your preferred store. Meaningful conversations could also be made possible. Many companies are already working on potential projects, and some like Ford, Huawei and LG let you talk to your car, phone or refrigerator.

Voice search optimization has presented a unique opportunity for businesses to stay several steps ahead of the competition. If you think your brand or business can benefit from a revised marketing strategy, contact Adaan Digital Solutions to make the most of our digital marketing services.