A layperson’s exploration of all things voice

May 21, 2019

Voice Search Looks to the Web for Answers Last (Which Really Means Voice Matters)

Here’s a note from Scot Westwater of Pragmatic Digital: Do you or your company spend any money on SEO/SEM? If so, you need to read this. By 2020, 50% of all searches will be conducted with voice. While impressive, you’ve likely heard that stat before. But what you probably haven’t heard is the following – there are three places that your voice assistant looks to find the answer to your question:

1. The Alexa (or Google Home) Database
2. The Voice Web (Alexa Skills or Google Actions)
3. Web Search

First, the voice assistant looks internally to see if it knows the answer (think weather, time or traffic). If the device can’t find the answer internally, it looks through existing skills to see if they know the answer. If there are no skills with an accurate answer, it finally looks at the Web.

What does this mean? No matter how much you optimize your Web content to accommodate voice, if a competitor creates a skill with answers to the questions that your customers ask, their answer will show up. This is your opportunity to own the answer(s) for your entire industry.

There’s a catch. You have to invest in voice now to ensure you show up when your customers ask questions about your industry. If you want to own the answers for your industry, reach out to Scot to find out more.