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BEST PRACTICES & STRATEGIES

Is search optimization for voice

really relevant?

Statistics on the use of Google Home, Amazon What’s often been overlooked is the fact that voice
Alexa, Cortana from Microsoft or Siri from Apple, search is mainly done on the smartphone and has an
point to the same direction, namely the fact that impact on the marketing of a company, because it
the users have focused on a small, sharply changes the content of the search queries.
defined area of application that is far below what
was expected at the height of the hype two years Voice means structured data
ago.
Ric Rodriguez, who is Head Of Search at Vashi, and
The SEO company Sistrix even revealed in a study that former SEO consultant at NYSE-listed technology com-
the overall use of SmartSpeakers is declining, which pany Yext, sees three main mistakes that companies
indicates that early optimistic buyers were obviously generally make:
disappointed.
1. They underestimate the changes in search queries.
The areas of application are essentially SmartHome,
media consumption and simple tasks such as maintain- 2. They do not prepare the most important data in a
ing a shopping list, perhaps calling a taxi or waking up structured manner, so that it is easy to keep it up to
in the morning, or sometimes just an information re- date
quest to settle a dispute. The fact is, however, that 3. They overlook the fact that voice is becoming more
there is not much left of the great ambitions with which and more directly relevant for transactions.
the SmartSpeakers once started. With them the debate
about the meaning of voice has ebbed away and al- The main change in search queries is that users no
most disappeared. longer search for keywords but ask questions to a voice

August 2021: Omnichannel Marketing 13