Voice search is changing the goals of search engine marketing. Whereas previously the challenge was to get a website to appear in the top 10 text results of a search engine, the goal now is to make a brand the top voice result, according to KPMG Senior Advisor , Customer, Brand and Marketing Advisory. Andrew Baxter.
In a recent investigation, Global Web Index found that the use of voice search is on the rise, with 42% of internet users saying they performed a voice search in the month before the survey, up 31% from the first half of 2017.
Often these users will only get one result and many will trust that result. In fact, a investigation by Digitas in the United States found that 85% of people chose the first option of voice assistant instead of the brand that they specifically requested at least once. This means that brands that do not show up first could be excluded from the decision entirely.
Another consideration for marketers is that most voice assistant users will search by category rather than brand, Baxter said. So if you ask Alexa to âadd batteriesâ to your Amazon cart, Alexa is free to choose which brand of batteries she adds. Although Amazon sells big brands like Energizer, it also has its own brand, Amazon Basic.
âThe fact that five of the six best-selling battery brands on Amazon are currently the Amazon Basic brand is undoubtedly a testament to Alexa,â Baxter said.
As a result, Baxter believes the challenge for marketers now is figuring out how to bend to voice assistant algorithms as well as consumers.
Fortunately, âthe voice assistant’s AI capabilities allow it to analyze a lot more information about a multitude of brands before making a choice. So there is an opportunity for lesser brands to be part of the set of considerations when a generic category search is performed, âBaxter concluded.