The potentialities for the future of voice technology are boundless, and one thing is sure: voice search is doing wonders among the users who are smitten with the latest home voice assistant devices, Amazon’s Echo and Google Home to name a few.
Voice search has swiftly enamoured consumers, thus propelling a need amongst businesses to develop a voice search strategy to incorporate into their digital marketing plans, as voice interaction is transforming the way consumers search for and discover brands.
AI-powered voice assistants are becoming a part and parcel of our day-to-day behaviour, and therefore shaping our economies as well. For instance, businesses are beginning to allocate support to voice assistant SEO. With the refining of NLP, some companies are relying on them as essential components of their marketing and sales strategies as well.
- In 2018, Google Assistant started supporting bilingual usage. Earlier, a multilingual consumer couldn’t switch to other languages while interacting with their assistant. While it wasn’t impossible to do so, the user had to navigate to the device’s settings and switch to its desired language. Now, it’s easier to set up Google Assistant so it can comprehend two languages effortlessly. The Google AI team is also aiming for a result that’s fluent in three languages simultaneously.
- When Siri was first released almost ten years back, it faced backlash. While some considered the overall experience to be subpar, others complained explicitly about the assistant not being able to comprehend their accent. Due to the lack of diversity in the material used to train the neural networks that Siri relies on, Siri wasn’t able to win the hearts of fans then.
The companies working on these assistants must teach them to both produce and identify speech: to talk, listen, understand, and provide relevant responses. This venture becomes particularly complicated when we consider foreign language-speakers or multilingual users.
BENEFITS OF MULTILINGUAL VOICE SEARCH
There are many reasons why it is becoming necessary for brands to adopt voice strategies. Multilingual voice search is an immensely popular technology that will change the SEO proceedings, will help to enhance the buyer experience, direct further traffic to the site, and help to stay ahead of the competition.
- Alexa and Google Assistant can provide valuable insights about users that can lead to more personalised messages and content because they can differentiate between voices, thus enhancing the customer experience. Furthermore, voice technology can make exchanges with brands more tangible and seamless, which boosts retention and loyalty.
- Adopting a multilingual voice search strategy is not only crucial for making sure your customers can discover you but also necessary if you want to prevent prospects from discovering your competition instead. For instance, if you don’t have a voice strategy, and your competitors do, there is a substantial chance of them being found more often due to their competitive SEO strategy and capability to adapt to new technologies. Presently, multilingual voice technology is still new, and not a lot of businesses have hopped on the bandwagon, giving your brand a fantastic opportunity to get a leg up on the competition.
- Another probability with voice assistants is that they could drive your prospects into the hands of your competitors. For instance, say you were a reputed eatery that didn’t have a voice search strategy. If a potential customer were to look up for your business using voice technology, the assistant might recommend your competitor upon not finding results for you, making voice technology an absolute necessity in today’s time.
- Multilingual voice search interactions reduce time consumption, which makes life much more convenient for busy consumers.
One brand that has successfully incorporated voice technology into its strategy ,thus setting itself apart from the race is Whirlpool. They joined hands with Amazon to curate a collection of rational and voice-activated appliances that enable conversing with customers, answering questions, and even providing guidance about matters like ingredients the user should buy. If you knock customer experience out of the park at this level, you are guaranteed to have customers for life.
Already influencing the way people approach SEO, voice search is providing businesses with an opportunity to offer an enhanced customer experience, and those brands that wish to stay relevant in this competition will have to get on board.
Beyond that, it might also be an excellent option for optimising web traffic and surpassing the competition, as long as you have a concrete voice-optimised SEO strategy in place to get the brand to the top of the search engine result pages.
By Ira Mahajan