{"id":138209,"date":"2019-10-16T20:03:00","date_gmt":"2019-10-16T20:03:00","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=138209"},"modified":"2020-02-18T06:31:34","modified_gmt":"2020-02-18T06:31:34","slug":"voice-search-affecting-brands","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/10\/16\/voice-search-affecting-brands\/","title":{"rendered":"Different ways voice search is affecting your brand"},"content":{"rendered":"

We live in a world where a large number of people like to engage with their favorite brands online, and business owners are understanding that now.<\/strong><\/p>\n

Today, a chunk of people find new products online and also place the orders online. However, a paradigm shift can be observed in how they approach this which is how we see more and more people searching for information on the web using voice-commands rather than textual queries.<\/p>\n

1. Brand voice<\/strong><\/h2>\n

AI has impacted lots of industries and the branding industry has not escaped its reach, nowadays we have machines that can create brands<\/a> based on user inputs. However, while AI<\/a> has made building a brand identity more accessible, it can also present a challenge, and one of these challenges is the rise of voice assistants.<\/p>\n

The voice assistants we have today are finite in number. Some of the most popular options that we use are Google\u2019s Assistance, Amazon\u2019s Alexa, and Microsoft\u2019s Cortona. However, as artificial intelligence technology is becoming stronger, we will have a wider range of these services to choose from. When this happens, then the voice of the virtual assistant may interfere with a brand\u2019s personality. For instance, if someone is using a female virtual assistant to look up information about a masculine brand, then it can hurt the brand\u2019s impact. To tackle this problem, brands must keep these potential situations in mind. So, in this very example, a brand could alter the content that the voice assistance finds in a way that it\u2019s able to retain the brand\u2019s tone (masculine and rough) even if it\u2019s in a female voice.<\/p>\n

2. Consistency <\/strong><\/h2>\n

Consistency is the key to successful branding<\/a> – there is no denying that. However, you need to keep that in mind when you work with voice searches as well. For instance, you want to ensure that the tone and language used in the results of voice searches are optimized and in line with the brand book. These affect the following results returned by voice commands – product descriptions, social media content<\/a>, ad copy<\/a>, chatbot dialog, and more.<\/p>\n

3. Payments<\/strong><\/h2>\n

Virtual assistants are mainly used to find information on the Internet. However, service providers are also looking into new ways of using these services. For instance, Google Assistant now allows Google Pay users to send and receive money using voice commands<\/a>. In the same way, payments leader MasterCard is aiming to bring its Masterpass online payment platform into Google and Amazon\u2019s voice systems. So, what does this mean for the brands? Well, for one thing, they need to think about making provisions like this, that is, making payments easier and simpler with voice commands so that they can enjoy first-mover advantages.<\/p>\n

4. Optimized content <\/strong><\/h2>\n

What\u2019s meant to be read doesn\u2019t always sound good when voiced. For instance, if you define \u201cSEO\u201d on your blog by starting with the words \u201cSEO is one of the most-effective digital marketing techniques used by brands today\u201d, then you may fail to arouse the interest of the user if and when they search for the content using an appropriate voice command. However, if you ignore the introduction and focus on the main content by optimizing the content, then you can let the virtual assistant read something like \u201cSEO<\/a> refers to Search Engine Optimization which combines different kinds of techniques\u2026\u201d which is far more effective and engaging.<\/p>\n

As you can see, voice search<\/a> isn\u2019t only making the lives of people around the world easier, but it\u2019s also interfering with the practices of old and new brands. Those who are adapting to the changing trends have nothing to fear. However, the rest of them who have decided to remain unchanged can face all kinds of problems in the future.<\/p>\n

Remember – branding isn\u2019t just for big businesses<\/a>. It doesn\u2019t matter how big or small your company is, you need to take as many branding measures as possible. Naturally, voice search<\/a> must be an integral part of the plan.<\/p>\n

This is a sponsored post from\u00a0<\/em>PRchitects<\/em><\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

More people searching for information on the web using voice-commands is a paradigm shift being observed. Four crucial ways voice search impacts your brand.<\/p>\n","protected":false},"author":775,"featured_media":138210,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,27488,27279],"tags":[151,2691,96,63],"content_type":[],"class_list":["post-138209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-sponsored","category-voice","tag-ai","tag-brand-image","tag-social-media","tag-voice-search"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"Sponsored Content: PRchitects","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/10\/different-ways-voice-search-is-affecting-your-brand-120x90.jpg","category":"Industry","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138209","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/775"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=138209"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138209\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/138210"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=138209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=138209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=138209"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=138209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}