Good sponsored article on Voice Search in MarketingLand by Microsoft Bing. Two key points:
- Voice search is here now. Through Apple Siri, Google Now, Microsoft Cortana and directly through search engines.
- Spoken queries are different than typed search queries — longer and richer with more details of the user’s intent.
An example is that, whereas a typed search might be “teal dress”, the voice search could easily expand to “where can I find a teal jersey knit cotton dress”. Not only does this give a much better description of what the user wants, but also allows a better understanding of where the user is on the customer journey.
Here’s an excerpt with a link to the original article in MarketingLand.
Understanding intent through voice search
Voice search is not a thing of the future. It’s here today, and consumers are quickly adopting it. Here’s how you can ensure you’re ready.
Sponsored Content: Bing Ads on April 11, 2016 at 7:14 am
Bing and Google are looking at the future of search, and both are seeing a future that involves search engines as the intelligence platform powering digital assistance with daily life — personalized help that enables people to get more done efficiently and spend real time focused on what they care about most.
Today’s digital assistants, like Microsoft’s Cortana, Apple’s Siri and Google Now, are voice search-enabled and growing smarter with every interaction. Since voice search is more conversational and uses natural language, the artificial intelligence (AI) technology is evolving to understand user intent and context based on signals — like previous search queries, multiple-step queries and past user behavior and actions — to better anticipate your search needs.
Words can provide invaluable substance to the AI technology that powers voice search. We unconsciously change our behavior when using voice search. While a text query would typically be one to three words, a spoken query is often three or more words. For marketers, the longer query strings from voice search provide richer user intent data because they tend to explicitly ask a question, characterized by question words like who, how, what, where, why and when, with the expectation that the search engines will provide an answer back.
For example, on my desktop I would search for “teal dress.” But when it comes to a voice query, I might ask, “Hey Cortana, where can I find a teal jersey knit cotton dress?” The conversational tone provides a signal of intent to purchase and style preference, as well as context to my desired shopping locations if I have granted it access to my geolocation.