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In 2017, many people predicted that marketers will be optimizing search for voice due to devices like the Echo, Google Home, and the Google Assistant app. And towards the end of the year, brands like Jameson started dabbling in to those functionalities. In early 2018, word spread that Amazon was in talks with Proctor & Gamble and Clorox for potential advertising opportunities with the Echo. Even in our own research, we’ve seen keyword suggestions that start with “okay google.” And now, Google has partnered with Target to issue the first voice-activated coupon to promote the shopping service Google Express.
While this is tapping into a niche market (only 8% of Americans have an Amazon Echo or Google Home), it’s still important because 42% of Americans use a voice assistant on their smartphone. Plus, 41% of these owners talk to these devices as if it were a friend. This means three things:
1. Mobile is becoming more important.
2. People feel meaningful connections with these devices.
3. We should be optimizing for mobile voice search.
Voice optimization is still uncharted territory, but there are so many ways it can go. Chances are these keywords are currently inexpensive on AdWords because not enough people have hopped on the oncoming trend yet. While bigger companies may have the ability to collaborate with Google and Amazon directly, marketers can start experimenting with keywords and see how much traffic they get via mobile devices. This could be a good way to target Android users or iPhone evangelists that don’t use Siri.
Just remember, voice optimization may not be for everyone. As of right now, it’s potential target could be within the B2C space like retail, e-commerce, and restaurants. Nonetheless, there is a lot of potential here to change the way we search, shop, and think. Voice assistants are becoming a crucial part of people’s’ daily routines and it wouldn’t be surprising to see this as the only means of searching. Make sure to keep an eye out as this trend develops into something quite unique.
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