Voice search is on the rise with more and more brands adapting their marketing strategies to incorporate voice functionality across Amazon’s Alexa, Apple’s Siri, Google Home and more.
With voice devices and services such as Google Home and Assistant, Amazon’s Alexa and Apple’s Siri skyrocketing in use across 2018, consumers are increasingly comfortable with voice-driven, two-way dialogue with brands at unplanned times, often away from a mobile or computer; It’s a different kind of brand engagement, with a starting point that is usually a question (think ‘how’, ‘what’, ‘where’, ‘when’ and ‘why’) and responses more instantaneous and organic than ever. ComScore predicts that, by 2020, 50% of all searches will be voice searches.
Voice search changes the nature of search, increasing the importance of questions and simplicity of responses. This, in turn, increases the need to ensure your brand is front of mind when the question is asked, and positioned as the top informer. It’s a creatively challenging format with potential for big results, especially for brands naturally attuned to answering the most-asked questions.
For example, many breakfast food brands are keen to position themselves as breakfast-time problem solvers. Should they not be vying to answer a likely voice-driven query of ‘How can I make breakfast more exciting?’
Ignoring the nascent new way of searching is a dangerous thing to do. Now is the time for brands to invest time and money into their voice search offering. This will involve many test and learn situations, a new breed of SEO specialist and a commitment to simplified UX, all in the name of further removing barriers to authentic audience connection.