Page 6 - AeM_November_2020

RESEARCH
ANALYSIS
TRENDS

Interpretation of the intention of the search

makes all the difference

All statistics on the use of Google Home and Amazon According to the search engine expert, Ric Rodriguez,
Echo point into the same direction: the users have there are mainly three mistakes companies should
focused on a small, sharply delineated area of avoid:
application that is far below what was expected at the
height of the hype two years ago. Therefore, the 1. Underestimating the changes in search queries.
question arises, whether the optimization for language 2. Not preparing the most important data in a
and voice search is really relevant?
structured manner, so that it can easily be kept
In a study of last year, for instance, the SEO company current and correct
Systrix found that the overall use of smart speakers is 3. Losing sight of the fact that voice is increasingly
falling, and that their areas of application are essentially getting directly relevant for transactions
smart home, media consumption and simple tasks such
as maintaining a shopping list, perhaps calling a taxi, or The main change in search queries is that users no
waking up in the morning. In a nutshell, there isn’t longer search for keywords, rather ask questions to a
much left of the great ambitions with which the smart voice-controlled application. If the user doesn't have to
speaker once started and with them the debate about type on the smartphone, but can dictate, then he will do
the meaning of voice almost disappeared. so in his/her normal language. This implies that
companies must look at their personas even more
Not to mention that often it is disregarded that voice closely than before and not only understand the
search is mainly done on the smartphone and has an intention behind a question, but even recognize the
impact on the marketing of companies, because it wording.
changes the content of search queries. Fact is that
voice changes the customer journey significantly.

November 2020: Voice Commerce: voice search & digital voice assistants as storyteller 6