Voice Search Changes Everything: For Marketers, ‘Context Is Queen’ In Today’s Voice-First World
With voice as a primary search interface already a reality, Yext VP of Industry Insights Duane Forrester shares what all marketers need to know.
In other words, voice as a primary search interface is here. But according to Yext VP of Industry Insights Duane Forrester, too many marketers are still at square one when it comes to thinking about a voice-first strategy.
For that reason, Forrester just released an e-book titled How Voice Search Changes Everything [registration required] aimed at helping businesses understand how this technology is changing the consumer experience — and the critical steps they can take to communicate with customers and become discoverable in a voice-first world.
GeoMarketing: We’ve seen a substantial rise in the volume of voice searches over the past year — and even the past few months. Why is this trend so important for marketers? And what was the impetuous behind writing this book now?
Well, as a self-described early adopter of technology like this, I’ve seen this “moment” a number of times: the point where we’ve found ourselves at the tipping point of general mainstream adoption of a product. Smartphones are an ideal example of that — everybody can remember and understand that adoption curve.
With our smartphones today, we now have the ability to stream music, stream video, interact in a live environment, edit documents, everything. Yet throughout all of that evolution from the [comparatively simple] smartphone of over a decade ago, the interface has remained pretty much the same. It’s always been about touching, tapping, or typing on a screen.
Of course, humans being humans, we would prefer something that is easier for us. Enter voice search. It’s been the Holy Grail for a long time; it actually started [quite a while ago] with military applications, and then it evolved over time — similar to how GPS began as a military technology and now it’s standard for everyone.
Anyway, that’s where we find ourselves today with this technology: With the major companies — Microsoft, Google, Facebook, Amazon — investing at unprecedented levels in the voice search arena, it has progressed to the point where functional voice search is a reality. And what’s more, most people become adopters of the technology once they’ve tried it. As soon as they try it, they see how useful it is and how easy it is.
That is what brought me to thinking about this e-book. I interact with dozens of companies in any given week, but in having these conversations [with them] around voice search, in most instances, the conversations are not, “Here’s what we are doing to activate that voice search.” The conversation is more, “uh, yeah, that’s something we should really look into.”
A lot of businesses are still at the very [early stages] of trying to understand what is voice activation and search, how does it work, and how do I play in that field. There just became a natural conversation upon which to build this piece of content and put it out there.
Michelle Robbins at Search Engine Land wrote about your stance on the shift from a “content is king” to “context is queen” world. What do search marketers need to know about the importance of context in today’s marketing landscape?
For about the last four to five years, there has been a really big push in the SEO world around content. Prior to that, you did have a subset of SEOs who were always stressing this — but then, eventually, the search engines actually came out with a statement, “Content matters because that what people are looking for.”
But working in this industry for a long time, I was fortunate enough to be able to understand that content is a sign post on the road. The road is still going somewhere; we’re not there yet. What I mean is, if [a brand basically says], “Hey, I’m going to stand next to this sign. It says, ‘content.’ I feel like I’ve reached the destination,” and they don’t explore where the road continues to go ahead of them, they’re missing an opportunity. That other opportunity is context.
We’ve seen that shift starting to happen, but the adoption of mobile and the advent of voice search have really forced context into the spotlight. It’s so incredibly important. If I’m sitting at home, and I ask my device for information about a restaurant in downtown LA, I’m doing research. That’s very clearly what I’m doing; I’m 50 miles away from the location. I’m not likely to walk in there. There’s nothing immediate about my voice query related to that restaurant. That’s the context of me in my home.
This notion of context, then, flips over completely when my device can tell that I am in my automobile, and I’m driving in the direction of the location, and I ask about it. Now, it understands, “Oh, do you want directions to that location from where you are? This is the best route. I can make reservations for you.” All of these things now have a different context, compared to when I’m sitting in my living room.
We can see, in the very near future, a deepening of this context idea, where the systems will be able to understand things about me — like if I go to Starbucks in the morning five days a week. Then, on Saturday morning, I’m out running errands, and the system will see that I’m running errands because it’s all in my calendar. During all of that, it can actually bring forward the notion that, “Hey, you know what? You haven’t been to Starbucks today. Maybe you want to go to Starbucks.” It can ask me if I want to open the app, pre-order something, and so on.
This is the next kind of generation of contextual alignment. And this is really hard, because it’s not as simple as keyword research in the world of voice search. We’re talking about incredibly long-tail queries. Almost all of them are unique instances; how I would ask for something versus how you would ask for something may be substantially different — even if we are technically asking for the same concrete thing. That is not an easy thing for computers to crack, but that’s the point that we’re at today.
How can brands start thinking about positioning themselves such that an intelligent assistant or voice assistant might recommend them as the best option to users making voice queries?
For example, is it about framing their content such that it’s written in a way that actually answers users’ questions? Is it just making sure that all their business information is really consistent? What are the tips that we can extract here?
Yes and yes — it’s all of that and so much more.
Here’s the reality: You have to think about the customer’s journey. That is the foundation for all of this, right? This is a relatively straightforward thing to do: I mean, all of us are consumers ourselves. So take a look at your own actions during a customer journey. Whether you’re going to get groceries, or you’re going to buy a new Xbox, take a look at the discreet steps you go through as an individual.
To purchase an object, for example, there may be four or five distinct steps that you take. So now you know as a search marketer that there are at least four or five stages this person has to go through. So, then, how do you position your business? How do you create content that actually intercepts those people at each one of those points in that conversation — because you don’t know exactly when you’re going to show up in a search, but you do know that at some point, the person is going to ask for the help or directions, right?
Voice search is very much about “ask a question, get an answer.” It’s not just about, “Let’s go do some keyword research and focus on keywords now.” This has expanded into the concept of topics: If I am purchasing a new Xbox, what else might I be purchasing? I might be purchasing HDMI cable. I might be purchasing an extra controller. I may want games. I’m probably going to want a subscription online. So there are at least four other discreet elements there that are directly related to the purchase someone is making that, as a marketer, I need to be talking about [in my content.]
It’s very important to understand that there are discreet questions, and you need to have answers for them. There does come a point, though, where it gets to be too much. But that’s up to the marketer to determine. Right now, we don’t have reliable tools and systems out there that give us all of this conversational data broken out — that is still difficult to come by.
But you have to adopt that long-tail, conversational phrase approach to targeting what to produce content around. You do need to build the detailed answers. You have to think about this in terms of the common and uncommon questions that are related to your product and services. Let’s use an example: If a person buys a “red widget,” inevitably, they’re going to need a widget polishing cloth, and you sell a widget polishing cloth. Well, that means you have to talk about red widgets. That’s an easy win for you.
Along with that, two other points: Make sure you clean up your own house. That means making sure your website is completely crawlable, it’s fully indexable, that everything is there and logically laid out. Manage your internal link structure properly. If you make it difficult for people to find content that’s related to something you do, or you have broken links, the engines won’t send people to that poor site. They will shift to something else they feel is a better user experience. So secondly, that means making sure of [simple] things like that you are mobile friendly and responsive. In fact, if you are not mobile friendly today, you’re just fighting a losing battle at this point.
That’s just table stakes today.
Yes. Actually, I’m going to take it even a level lower than table stakes: Think of the little sign on the front door of a restaurant that says, “No shoes, no shirt, no service.” If you’re showing up and you’re not mobile friendly, you’ve got no shoes. You’re not even getting into the building to play the game of poker at that point — period.
Read How Voice Search Changes Everything here.