Originally published on Target Marketing.
The Walmart and Google cooperative voice-shopping partnership announced a few weeks ago heralds more than just the first real challenge to dominant e-commerce giant Amazon. It punctuates the growing prevalence and importance of voice-assisted searching and shopping behaviors.
Voice-assisted search came onto the mass market in 2011 with the initial release of Siri. Since then, there have been ongoing improvements and expanded options in natural language technology and experience. A better user experience made consumers comfortable with voice search and increased its usage, further fueling development of the technology and data architecture that makes the information we crave voice accessible. Personal assistants are now a default on smartphones but in the past couple of years smart homes, home devices and technologies like Amazon Alexa/Echo, Google Home, Google Assistant and even Microsoft Cortana (which powers both SIRI and Alexa) have become commonplace in American households. Amazon doesn’t divulge numbers but unit sales estimates for the Echo devices vary from 8-11 million since its 2014 introduction.
People use their voice-activated devices, most commonly their phones but increasingly smart speakers, for a number of purposes. They listen to music, control smart appliances, research products, play games, set alarms, enjoy audio books, catch the news and a thousand other things. Partnerships with other internet driven companies, like Uber, amp up the productivity and use cases for a voice search or shopping experience. Consumers can check ball scores, the weather, flight status or order a car, a pizza, a replacement part or any number of very useful queries. Add context — as in where you are located, what device you are on and a search history and the search utility goes way up. How will marketers pay for that level of relevance?
Marketers need to quickly understand how to optimize for voice search and voice assistants as the volume and share of mobile searching continues to rise. Hitwise says that almost 60 percent of searches currently take place on mobile devices with their tiny screens and keyboards. This makes voice search an attractive alternative to thumb cramps and typos. To date, Google has not announced a paid voice search product but organic results will be in sharp demand as comScore predicts that 50 percent of searches will be done through voice by 2020. Gardner further predicts that 30 percent of web browsing will be done sans a screen. Need more proof? Bing’s market share has rebounded in recent years, in part due to all the Android and Google powered voice searches that utilize their data. Moz wisely cautions that voice search volume is additive to typed search and not to neglect your typed search SEO as it continues to be important.