The digital assistants market is getting stiffer with the entry of Google’s New Hands-Free Voice-Based Assistant. It was just a few years back when a digital assistant seemed like the stuff of movies but it seems technology is fast moving towards making sci-fi world a reality. The future is now here and products such as a digital assistant that you simply speak to for answers are already in the market.
Google Home at a Glance
Google’s Home smart phone speaker is an answer to the competition including Amazon Echo. The company says this is an easy way to access Google’s knowledge more conveniently. You don’t need to hold the device to get directions, thanks to Google Maps and Wikipedia is just a few words away to learn anything you want.
The device is optimized to work with other Google devices and this gives it an advantage over the other voice-based assistants in the market. If you have a Google streaming device for instance, you can use Google Home to control your TV. Think of asking your digital assistant to start streaming Pablo on Netflix and you start appreciating how convenient this assistant is.
The Implications for Marketers
Like with all digital devices coming into the market, the first question that comes to mind for a marketer is how people will find you if at all they can’t click to your landing page. When Google Home was launched, of course, there were many gray areas and one concern was on the place of such a device in online marketing.
The question that was on top of every marketer’s mind was; how do you get traffic if users just rely on voice? How do you convert if people are just interested in answers from your website? Well, it turns out searchers can actually click to you.
How does this work? If a user asks a question drawn from web-based sources, a link will be sent to the Android or iOS app as the voice answer is being given. This means a user who wants to find more about you will click on the provided ‘visit website’ link and will land on your website. How cool is that? You can scroll through the links provided based on your recent searches.
If your links disappear from the link cards provided, you can still find them in the ‘My Activity area of your app. There is a clock icon above the ‘related to my activity’ and this shows all searches you have sent to the assistant.
Getting the Most Out of Google Home Digital Assistant
Google Home comes with its own unique set of advantages including:
- Superior audio quality: Up to 75% volume the voice search answers are clear and the voice is natural and warm.
- Aesthetics: Google Home is a beautiful home addition and it looks like the company took time to design something everyone would like to buy.
- Multiple-room audio: If you have speakers in different rooms, you can use Google Home to set a music service depending on your account. If you set multiple speakers on the app through Wi-Fi, you can play music throughout your home.
- Translations: Unlike Alexa, Google Home gives spoken translations for both words and phrases.
- Better performance in noisy areas.
- Better user experience: Google Home is easier to navigate.
There are many more reasons to leverage this new technology as a marketer. To optimize for Google Home, you need to become featured in snippets for queries that are relevant to your business. Rich answers are now appearing on many search engine result pages (SERPs). These are direct answers to a voice search and if you can easily lead traffic to your website by using these.
There are those who argue that rich snippets can lower traffic to your website, but actually research shows otherwise. Your rich answers need to be clear and concise and should answer a question that is most likely to be asked on Google Home by users regarding your products and services. Research shows that traffic jumps on pages that receive featured snippets.
To get a direct answer placement on SERPs, here are a few things to consider:
- Consider a simple question that users would most likely search through Google Home. This will involve using a keyword related to your market.
- The answer to the question picked should be direct and simple. Avoid technical jargon but instead breakdown everything in the simplest terms.
- Make the snippet prominent on your page for easy indexing. This will make it possible to earn high ranking.
- Give something more than a direct answer in terms of value. For instance, if you are selling cars, a question about when to service a car should include something more than a simple answer to increase the chances of users clicking on the Google Home app for more information.
A featured snippet for your main pages is crucial if you want to leverage Google Home. Once you identify a question that a customer might ask regarding your market area, the rest is simple. The featured snippet should be relevant to your niche in order to increase the probability of conversion.
Measuring the Google Home traffic
Publishers are not able to leverage Google Home analytics for now because this is not available on the Google Search Console. Of course, the search engine giant understands the value of voice search for modern business and it will certainly be only a matter of time before publishers are able to leverage Google Home data. There are still many questions Google needs to answer regarding the product and while these are still early stages, publishers need to know what they are getting in return for providing answers to Google Home.
If you try Google Home against the other voice based digital assistants, it is far superior, but for the marketer the interest lies in seeing how this product could actually drive traffic to your site. It is an impressive piece of technology, but there is need for more clarity regarding what you get as a publisher.