March 17, 2017

How marketers should be thinking about voice search


Generation Z and early Generation Alpha will likely be the last of us to type. Keyboard users are a dying population. Who is the next generation? Voice users.

Marketers need to be thinking about this shift, because voice search will have a significant impact on content discovery through search. Although currently there is no simple or precise way of identifying voice vs. non-voice queries, “Okay Google” queries are becoming far more common in search query reports for our clients, and they’re even showing up as rising terms in Google Trends.

To be successful in this shifting landscape, marketers need to start fine-tuning their strategies across media and content types, including text, image and video.

For website content, it may be in your best interest to have specific natural language pages that come from CRM (customer relationship management) exchanges so that search engines can index them and return more accurate information to consumers based on past conversations. Queries like “best running shoes” will start to fade, and hyper-specific requests tailored to that individual, like “Okay Google, I need a size 10 and a half running shoe with a 5-star rating that’s on sale in-store on Newbury Street,” will start to increase.

Get the full story at Marketing Land

Read also "Voice search optimization tips for hotels"