Page 7 - AeM_November_2020

RESEARCH
Google takes on some of the work, but you still have to the relevance according to the presumed "intent", the ANALYSIS
keep in mind that only a site that answers exactly the reason for the search query. Here, too, the structured TRENDS
question asked ranks well. It is therefore advisable to data, above all the entry on MyBusiness and the
use individual landing pages, for example for each reviews, play an important role.
branch of the company. Search engines can then
provide users with even more targeted answers, In view of the growing importance of this “navigation
including location-based answers. The same applies to tool”, it is not surprising that Google started to market
FAQ pages, which need to be more specific. this search traffic, namely with sponsored entries at the
top of the results list in Google Maps: of course, this is
A structured processing is particularly important when exciting for direct competition, like when three Thai
the software - for example Google or Alexa - tries to restaurants in the immediate vicinity vie for customers.
use the enclosed data immediately, instead of referring
to pages .The classic is the Google MyBusiness entry, But the approach is just as interesting for companies
which is highly relevant for a search on Google, but the that offer a service that matches the search intention
same applies to reviews. but have not been sought at all: e.g., anyone looking for

a restaurant could also look for a parking space at the
It is therefore advisable to start with the formatting same time. Technically, a carpark booking system
according to Schema.org, whereby it is particularly could be directly connected to the Google Maps where
important to develop an infrastructure that is able to advertising switch automatically according to the
keep this data permanently up-to-date and can interact relevance.
concerted with reviews.
Who devaluates voice search today has probably not
The transaction relevance of voice search is currently understood that this interface is significantly changing
shown by the example of Google Duplex, the the way people use smartphones. Certainly, the effect
company’s first attempts to enable the Google is less immediate and drastic than initially believed,
Assistant to make restaurant reservations and book when there was still hope that smart speakers could
rental cars, but without using dedicated APIs, simply become intelligent butlers, but other “hands-free”
via the application on the respective website.
devices, such as the navigation system in the car, also
The increasing importance of local search is speeding react to spoken inputs from the user which are different
up voice input: e.g. if a user searches for a restaurant, from those typed. The attempt to take this into account
Google will automatically show him restaurants in the now leads to the interpretation of the intention of the
immediate vicinity, even if the user did not search for search and this is exactly what marketers must watch
“nearby” or the respective city. Obviously, Google takes very closely to be present with their offer at the crucial
over here - in most cases rightly - the classification of point. ◊ By Daniela La Marca

7 November 2020: voice search & digital voice assistants as storyteller