Disruptive Technologies and Marketing (Guest Post)

08 / August 2018,

Disruptive Technologies and Marketing (Guest Post)

Disruptive technologies are redefining marketing strategies, challenging marketers to adjust their strategies to the latest innovations.

In the past few weeks you may have seen Google Assistant in every headline. This new development by Google has become very popular and is generating a lot of expectation.

Google assistant is a voice-controlled assistant that uses Artificial intelligence. It is based on speech recognition and voice interaction. Since it uses Artificial Intelligence it can learn from your interactions with it.

The program can perform several tasks, such as, checking the weather, searching up a nice restaurant for a date, or schedule an appointment in our calendar.

Google assistant will actually work as our own personal assistant. It will give answers to our questions. The voice assistant will look up for information, do its own research and later answer our question or show us the results that came out of the previous search.

An important thing business should be aware of is that Google assistant shows fewer results than a regular search typed into a search engine.

On average Google assistant shows four or fewer results. It also give you the option to see more results at the bottom of the screen.

This aspect is challenging marketers since now is more important than ever to rank first otherwise you have almost no possibilities of being seen. It is fundamental to get one of the first four positions, so Google Assistant show our business as a top result.

In order to achieve this goal, marketers are adjusting their SEO strategies to the new SEO rules for Google Assistant. The term PASO (personal assistant search optimization) refers to a new marketing discipline utilized by companies to improve their search visibility in voice assistants.

Business all around the world must begin working on their PASO strategies since Google assistant is already available in 80 countries and in 30 different languages. The voice-activated program is becoming more and more popular, in fact Google assistant headlined most tech blogs, magazines and newspapers the past few weeks.

In order to strengthen business PASO strategies, brands must identify what are the main differences between voice searches and typing a keyword into a search engine.

Brands should not underestimate the harness of voice search, since it entails a great a opportunity. Studies prove that over a 60% of users use their mobile devices to perform searches, and using voice searches is just simpler for them than typing on a tiny screen.

Teenagers have been early-adopters of this technology, but also adults now tend to use voice search since it makes them feel tech-savvy.

Surveys show a tendency to use full sentences to perform a voice search while using just a keyword for searches typed into a search engine. Due to the existing differences between both forms of performing a search, brands must make sure their keywords match for both of them.

As it was prior said, voice queries are usually longer than regular text queries, since there is more interaction between the user and the device, and it is more conversational. On average text searches use from 1 to 3 words, while speech searches are usually 7 words in length.

On the contrary, results shown on voice assistant devices are usually brief and concise pieces on content which answers directly the question of the user.These answers must be short and relevant to rank first on search engines.

A great way to create this pieces of content that answer concrete questions briefly and concisely is using featured snippets.In fact, Google assistant considers featured snippets even more important than traffic.

This Google vocal software also chooses local-orientated featured snippets over general content, which represents a great opportunity for local small brands.