By Pilar Ulecia, General Manager of Marketing and Communication at Starcom Spain
The Voice Search is beginning to take shape and it will become increasingly common to talk with digital devices (especially mobile) instead of typing text.
Although most users who use voice search have recently started using the service, if its use is extended it could lead to very important changes in SEO and SEM because the “spoken” search terms are different from the written ones producing chains of the longest keywords vs written searches.
And it will end up spending time thinking about keywords when it comes to finding what you need. At least on Google Drive, whose browser has just incorporated the ability to process the natural language (NPL) in its web version.
At a commercial level we find brands that are starting to develop content designed to achieve automatic interaction through voice or text. This new way of doing content marketing is based on how to be useful for users and get them to interact with brands. For example, the whiskey brand Johnny Walker has started to create bots in Alexa and FB Messenger that teach you how to make cocktails step by step.
All these facts show us how penetration and use of devices that allow the interactivity by voice will be common in the coming years. Considering that the use of voice to control our homes is expected by the year 2021, more than 120 million devices will manage digital peripherals and will perform different tasks in homes through voice.
Thus, Amazon (although only available in the U.S. market) has already developed a new generation of Dash buttons that allow to order the purchase of fruits and vegetables through voice. Using the technology of the application, Alexa, this magnetic appliance that we place in our refrigerator, can also help us to search for restaurants, find recipes, or make equivalences of measures for such recipes.
Typing will be something from the past once experts agree that in five years most of us will seek information using the voice. And although five years in digital technology are centuries, the data should serve for brands and agencies to start thinking about a new way to approach their search engine strategy.