Voice searches are becoming very popular; the metrics indicate the numbers have reached about one in five. However, marketers are still on the fringes of this type of search marketing, but that is expected to change over the next few years.According to Search Engine Land, there are ways to optimize your search for conversation, content, and context and make them work to your brand’s advantage.
Consumers have made use of their voice search technology since voice interactive devices hit the market: such as Google Assistant, Apple’s Siri, Microsoft’s Cortana, and others. However, most marketers (about 62 percent) have not developed any type of voice search strategy although most agree that this will be the next major influence in their industry within the next year or two.
Analyzing voice queries for the consumer’s intent and understanding how voice, mobile, and local searches interrelate are vital elementsin creating an effective voice search strategy. When a user initiates a search via their voice-enabled device, they often use normal conversational language. The marketer’s AI must intuit the subtle nuance of tone and wording to understand the actual intent in order to optimize the behavioral attributions. Semantics play a very important role in this aspect of voice searching because analyzing word usage is key in determining intent.
Mobile and voice search opens up the necessity for including AI and machine learning in managing “hyper-local targeting.”Machine learning enables the AI to process more efficiently over time as more search queries add more information to the database. So, intent is easier to determine, which ultimately improves the users online experience.