It was fun playing around with Siri. As an experiment, I tweaked my question on finding activities around Atlanta that are good for kids and here are the findings.
Note how the search results are different for the same question asked but the way it has been structured is slightly different. The moment I did a voice search with “around Atlanta” the search result was more generic and the first four results didn’t even have Atlanta in its result. This is probably because of the way the voice – search results content has been developed, which is probably more optimized for “in Atlanta” than “around Atlanta”. Atlanta has metro- Atlanta area and suburbs and thus it is not uncommon for residents to search for things and events around Atlanta. The take away from this experiment was that brands need to adopt and implement very strategically planned Voice- Search optimized content that would rank high in voice- search results – relevant to the searches conducted by a consumer.
Voice Search Engine Marketing is as critical today as the traditional SEM. Many companies launched their voice-search assistants almost simultaneously, and the adoption rate of these assistants were pretty fast. A 2015 study by MindMeld found that Siri had the highest number of users as the primary voice assistant followed by OK Google.However, I still remember when Siri landed up with search results which had no relevance to the original search made. There was an urgent need of accuracy fix in voice search results. According to an article in C-Net (2014), Google Now had an accuracy of 86% for all questions answered that it heard correctly, while Siri scored an 84% – which was a big improvement since most of these assistants had an accuracy that was hovering around 70% around 2010. And today Siri enjoys an accuracy of 95% (the highest among its competitors), while Google Now an impactful improvement in search result accuracy that stood at 92%.
Voice- Search engine has come a long way in a very short period of time and for marketers -there is no choice other than adopting it at the earliest.If a marketer hopes to draw traffic based on information that’s within the public domain there is a need for a very focused and sustained strategy. In a study conducted by Stone Temple Consulting, it was found that of the 850,000 search queries Google supplied direct answers to 42,160 of them using “public domain information,”. With the increased “direct answers” expectation in the search result, a marketer has the daunting task of continuous optimization of their content for voice- search to receive the desired effects.