On May 18, Google brought hundreds of programmers collectively for Google I/O, its annual developer conference. Hot issues contained translation, natural language processing, voice recognition, artificial intelligence and new product announcements — Google helper Google House and Allo Allo.
Perhaps you’ve learned about some of these, but I’m going to discuss ideas on the way you should adapt your advertising that is local to these developments. But first, a short recap of a few of these statements.
Google Home is Google’s response to Amazon’s Echo. It’s a voice-activated loudspeaker-like apparatus that can intelligently listen to commands, return responses to queries from Google Search, control home automation, play music and set appointments using a brand new platform called Google assistant.
Allo is Google’s new messaging program. It uses machine learning that is incorporated and continues to learn your fashion over time, making it suitable for users to get things done — make bookings, list jobs, program meetings and so forth. In addition, it features Smart Response, which offers suggested responses based on the message content. Allo incorporates with the new Google helper platform, letting you easily seek for the info you’ll need.
These new product statements signify a change in the way advice is sought and delivered. In an earlier post, “No More Typing: How to Prepare for the Next Wave of Voice Search,” I mentioned that as of October 2014, 41 percent of adults and 55 percent of adolescents used Siri, Google Now or Cortana voice search at least one time a day.
Sundar Pichai, Google’s CEO, has disclosed that half of the search engine’s queries are from cellular devices, and a fifth of those are made via voice search. Search is going beyond typing into a white carton to bringing Google to wherever you’re — desktop computer, walking around your house, using your telephone. Your voice is the new search software.
Two significant topics: machine learning and artificial intelligence
The future is voice-activated search driven by natural language processing, artificial intelligence and machine learning.
Our firm did an experiment with machine learning using the IBM Watson API and our SurePulse system. We found that beyond the normal Search Engine Optimization components — such as establishing the tone and emotion of the content and examining the content of an URL with text investigation, we can take the evaluation of a site with machine learning.
These statements from Google are great news for small business owners. Previously, we worried about writing copy that fit key words that search engines serve up the content in response to the right terms and could comprehend.
We are now able to write copy that’s straightforward, conversational and contextual our users can comprehend. Voice-activated search combined with natural language processing and machine learning will even be augmented by contextual info about users, including fashion, their places and past behaviour.
The three essential methods to win in voice-activated search
Conversational language is ’sed by comprehend the customer. Request your team to gather phrases customers are using to describe their difficulties. Have the advertising team listen in on calls, and have them make note of the generally used phrases, sales or account managers meet with customers or prospects offline.
Interview customers by telephone.
Ask easy questions to get the customers to give you responses within their own words.
Gathering and using this knowledge must be an attempt across your entire business. Collect the intelligence from the front lines and aggregate it in an area where it can be used by advertising for net copy and support and sales can use it for FAQs, scripts and more.
Joining the relationship between individuals, places & matters
You could use Facebook’s Natural Language processing to make the query “Pals who’ve seen France” and get a result of your Facebook friends that have seen France, if you were planning a visit to a foreign state. Now, a Google search is unlikely to return precisely the same results, but we expect it’ll in the Google assistant-powered world.
As consumers use more voice-activated search, companies should prepare for contextual searches that could look like:
dishes my buddies purchased at Toki Underground;
Pictures for children near me;
Purchase a gluten free pizza with vegetarian toppings;
remodeling businesses reviewed by my neighbors; or
Eateries my buddies urge in Kansas City.
All the products that use voice search and artificial intelligence, machine learning will want permission learn and to watch the consumer’s fashion and selection.
This will give rise to distinct type of information and tools for marketers to get acquainted with their crowd. Perhaps a Google Trends-kind program for voice searches will be in the works shortly. Until then, do your own experiments.
Local company results are already returned by Amazon Echo from Yelp, thus perform some evaluation voice queries and see how you do. Once Allo and Google Home are available, use them to see (or discover) how your company seems in search, and if it by chance does’t, learn lessons from those companies that are returned in search results.
The companies that pay attention to customer dialogues will win as consumers use voice search with increasing frequency. Additionally, marketers will be favored by a voice search world who can connect their sites with their local existence and provide as much info to search engines as possible using info that is ordered.
Quite soon, you’ll probably locate consumers making queries like “Ok Google! There was a hail storm yesterday, who do I call?” Begin preparing now so your firm is the one which gets the business.
Some views expressed in this post may be those of a client writer instead of automatically Search Engine Land. Staff writers are recorded here.
About The Writer
Chris Marentis is the Founder and CEO of Surefire Social, the greatest promotion cloud for local company lead generation, supplying complete, results-driven digital marketing technology and services for local companies and national brands across North America.
(Some pictures used under license from Shutterstock.com.)