Voice Commands: The Future Search Marketing

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People have it easy today if they want to look for something. Nearby restaurants, groceries, boutiques, and almost every business imaginable can be found by typing a few words into search engines. This opens up a host of opportunities for both digital marketers and companies. We at Bungemoe know this well — with the right tools and techniques, search marketing can provide great ROI.

There is, however, one question that may define the essence of technology: what if we can make it better? The future holds a lot of surprises for search marketing, as a whole. Voice commands bear much potential, for instance.

The difference is that there wouldn’t be much waiting for voice search to be a thing. Experts predict that this year will be the one for voice search. Forbes contributor Amine Bentahar cites a survey of 39 SEO experts who were asked whether voice search will be a major SEO trend this 2017. They put it in third place. It’s nothing surprising since voice commands are already a thing. Digital assistants such as Apple’s Siri and Microsoft’s Cortana are standard features in their proprietary operating systems.

Despite their current use, the likes of Siri and Cortana still have limitations in terms of effectiveness. The way these applications interpret voice commands and translate them into searches has a long way to go. Artificial intelligence (AI) may present opportunities for advancement. What’s left now is the continuous improvement of text-to-speech technologies.

There is positivity in this — between 2014 and 2015, voice queries improved to comprise about 10 percent of all searches. That’s a massive change from the previous value: ‘statistical zero.’

Voice search providers may look to how different demographics use the technology. Two major groups (teenagers and adults) use voice search for various purposes. 43 percent of teens use voice search to call someone, 30 percent ask for directions, 31 percent use it for homework, and 30 percent use it for music streaming. As for adults, 40 percent ask for directions, 39 percent dictate texts, and 31 percent use it to call someone.

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