Posted: 05 Mar 2019 Contributor: Therese Palmere
Important Voice Technology Components and How You Can Use Them
Voice technology is the next wave of digital standardization. From smart assistants to smart speakers, and from voice activated TVs to voice powered vehicles, the future of voice technology is bright and brimming with potential! With nearly a quarter of all US households owning a smart speaker, voice technology is on its way to a digital takeover.
Combined, Amazon and Google have sold over 27 million voice-enabled devices in the United States alone. ComScore believes that by 2020, voice search will rise to 50% of all searches, and Gartner predicts that by the same time, 30% of all searches will be done without a screen. Voice search and voice tech is slowly becoming a more prominent force in today’s digital age because it’s a hands-free way users can interact and engage with the internet.
Voice powered tech used to be flooded with monotonous voice recordings and primal automated phone systems. Today, technology like Google Duplex provides users with a more sophisticated experience. For example, Google Duplex is an AI system that allows users to have natural conversations with machines to accomplish real-world tasks. According to Google:
The technology is directed towards completing specific tasks, such as scheduling certain types of appointments. For such tasks, the system makes the conversational experience as natural as possible, allowing people to speak normally, like they would to another person, without having to adapt to a machine.
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This advanced tech allows consumers to feel more comfortable when interacting with businesses on voice-enabled platforms. Through the use of natural language capabilities, Google Duplex allows users to feel more at ease. In fact, 41% of users who own a voice-activated smart speaker say that conversing with it feels like they’re talking to a friend.
Of the smart speakers on the market, the popular Amazon Echo series is one that also boasts natural speech processing. These speakers have over 50,000 skills, works with 20,000 devices, and are used by 3,500 brands worldwide. Apart from users, businesses are beginning to understand the power and potential of voice-enabled devices. The sheer user base number is an indication that this technology is becoming standard for users across the globe. This is why, as a digital marketer, it’s important to understand how to use voice technology for business and how to optimize Google Ads for voice search.
Brands Using Voice Tech
As technology becomes more advanced, so do digital marketing strategies (e.g. brands using voice search). Even household names you might not expect are optimizing their content for voice search. For instance pizza giant Domino’s launched Domino’s AnyWare so pizza lovers could order their favorite pies on their favorite devices. Many of these devices include smart speakers like Google Home and Amazon Echo, but Domino’s was also sure to include voice ordering through your smartphone and smartwatch.
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It might seem a little ridiculous to note how voice technology is changing everything for brands, but it’s a necessary step towards the future. Johnnie Walker Scotch Whiskey is another example of brands using Alexa for their marketing strategy. With the Amazon Alexa Johnnie Walker Skill, customers can ask their smart speakers for a guided tasting, a crash course on whisky 101, or for the nearest liquor store to purchase a bottle. These are just two great examples of brands using voice technology.
Components of Voice Technology
There are different components of voice technology that marketers can use to leverage for their brand. For example, brands can choose for their products and services to be voice activated, and capabilities include having those items and systems turn on and off and follow other voice commands. Brands can also choose to have a skill for specific speakers like Johnnie Walker and Alexa. For a majority of companies, brands will choose to optimize their content for voice marketing in order to drive sales and increase revenue. Voice search is much like SEO in this way and will help brands connect with consumers through all voice platforms. This is currently the most important component of voice technology today.
How to Optimize for Voice Search
Crafting a voice marketing strategy is much like crafting an SEO strategy. If you’re looking to increase your ranking and likability with site crawlers, there are specific best practices you should follow. Below are a couple tips you can use to optimize your content for voice:
- Register your business on Google My Business so its geographic location is recorded for voice search
- Use long-tail keywords to capture more voice queries made by users
- Write your content using more colloquial language in order to cater to the natural language of voice searchers
- Optimize your FAQ page so it can appear as a result when users search for your content
Good luck with your voice assistant marketing journey!
P.S. If you know of any cool brands using voice search, let us know in the comments.