First it was Siri, and then it was Google Now and then Cortana. Now both mobile and desktop users can make conversational search queries. But Google is not just stopping at that. The search engine is now pushing the limits by allowing users to buy products using voice search. Google’s Director of Search made the announcement at the SMX West in Zurich.
SMX West Announcement
Behshad Behzadi, Google’s Director of Search announced at the recent SMX West in Zurich that the search engine is developing a conversational shopping system. It will be an extension of its standard voice search but will be targeted on making shopping easier.
What is Conversational Shopping?
The new feature will allow shoppers to buy or find products by talking to their mobile device. Regular voice based search queries have more long tail characteristics. They don’t repeat the initial search query. The new conversational shopping feature will be based on the same concept and will apply to online shopping. The Director of Search didn’t give any timeline as to when the new feature could be rolled out. It is currently in the development phase.
SEOs & Publishers
The new feature will be especially of interest to businesses selling products. Currently, SEOs use a unique strategy to capture relevant traffic based on conversational voice queries. But these are used as a supporting strategy and there are still pages serving non-voice or desktop search traffic pages more effectively.
With the new voice search and the imminent conversational shopping feature, you must ask the following questions:
- When lesser people will be clicking on web pages to find information or products, is it going to affect your organic search traffic?
- What will be your brand’s tone (in voice)?
- Can you deliver same textual information from your webpages through voice search?
The new feature is expected have a big impact on both PPC and organic search results. In fact, certain AdWords advertisers have already tried targeting voice search and have had success with it. It is going to bring some major changes in search marketing strategies.
Now users will be able to find products in a nearby store or at a lower price by just carrying out a voice query. It is expected that the feature will be rolled out in a year or so. Google Products Listing is going to fit well into the new feature.
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