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Voice search: Content may be king, but context is queen in the new voice-first world
Yext VP of Industry Insights Duane Forrester discusses his new e-book, "How Voice Search Changes Everything," and what marketers can do to adapt and compete.
In 2016, Google said that 20 percent of all mobile queries were voice searches. Since that time, the number of virtual assistants in US households has continued to swell, with tens of millions of voice-enabled home devices projected to be in use.
Voice as a primary search interface — beyond mobile phones — is a reality. Marketers need to rapidly iterate on their mobile-first strategies, to adapt to the voice-first marketplace. And as the aptly titled e-book released today [registration required] suggests, voice search changes everything.
I sat down with the book’s author, Yext VP of Industry Insights Duane Forrester, to discuss the landscape of voice search, how it will impact the business of search marketing, and what marketers can do to prepare for this evolution in search user interfaces.
Michelle Robbins: What inspired you to put this e-book together?
Duane Forrester: The work we do at Yext is focused on helping businesses understand what data they can control, and empowering them with ways to manage that data. So from that point of view, there was a lot of support for exploring this developing space. Personally, I’ve always been an early adopter. The last decade of my life I’ve been fortunate enough to see the leading edge of technology up close and interact with it personally, so as “voice” developed to what we have today, I’ve been engaged and watching its progress.
MR: The major players in the space have been established. Do you see room for any other competitors to enter the voice arena?
DF: Absolutely. There is a boom happening in China right now with dozens of new companies entering the smart speaker space. While most won’t survive, it’s inevitable we’ll see new devices reach our shores next year, driving prices down and adoption up.
Most of that expansion will be white-labeled products (Google Assistant built into a Samsung TV, for example), but from the consumer’s point of view, it’ll be less about buying because of the embedded assistant and more about brand awareness around specific products. People don’t buy the Samsung TV because of Google Assistant (or Siri, or Cortana, or IBM, etc.), they buy it because Samsung makes excellent televisions. The voice assistant is a nice addition. That’s our immediate future. Over time, however, this could change if one or more of the leaders make significant technology breakthroughs that bring obvious differentiation and improvements.
MR: Is there anything holding back even greater adoption of voice-enabled devices?
DF: We’re starting to see the end of people’s reluctance to speak to their devices. This was a major factor in adoption over the last five years. Couple that with less than stellar services and results, and adoption was predictably sluggish — right up until Amazon landed in millions of living rooms around the world.
The biggest factor in voice adoption remains time. As services surpass an accuracy rate of 98%+ and consumer upgrade devices, or have their first contact with new devices that are voice enabled, the growth will continue. Voice will conquer all.