Apple enters the ring. Can the HomePod catch up?
It’s best not to underestimate the allure of Apple products. And many consumers are already familiar with Siri thanks to the iPhone’s enduring popularity. However, the HomePod isn’t launching until December of this year. At a retail price of $349, it’s hundreds of dollars more expensive than the Google Home or Amazon Echo.
Finally, Apple is much more focused on music, as many tech writers note that Siri is laps behind competing voice assistants when it comes to search. By the time the HomePod comes out, Home and Echo will have rolled out new updates that expand their functionality and improve their search.
So, what do we draw from this? Apple is late to the party, and they’ll need to work to catch the other tech giants. The HomePod will have buyers, but it might be niche than the more mainstream Google and Amazon offerings.
What does this all mean for businesses?
We’re sorry to be anticlimactic, but we just don’t know yet. The truth is that digital assistants are still pretty new, and they’re working out major kinks and features on-the-go. Plus, companies like Google and Amazon are still trying to figure out monetization for search on their devices.
Once—and most experts agree it’s a matter of when, not if—they figure out how to build ads into their digital assistants, there’s a whole field for voice search marketing that can take off. Imagine Google paid ads with an extension for search. There’ll be new types of optimization for us to study and adapt to when that happens.
However, that doesn’t mean we’re not prepared for a brave new world of voice search marketing. Here are some of the things we’ve been doing to improve and optimize client campaigns that lead to positive organic voice search outcomes:
Improved local listings
We’ve been optimizing local listings for our clients and making sure all information—especially that contained on Google—is up-to-date. We’ve also been incorporating new Google features, such as Google Posts.
In an earlier blog post, we talked about how micro-moments involve capturing an intent-rich prospective customer at the time when they need or want something.
What’s more “intent-rich” than a voice search? Our optimization in this area will fit right in with what’s happening with digital assistants.
Improved Google Maps presence
We’ve put a lot of time and effort into optimizing client listings in Google Maps.
This stuff matters. When voice searchers ask Google (or Amazon, for that matter) for the “closest” place, “directions” to a place, or “the service area” of a place, we want your business to be the one that it picks. That’s where voice search marketing optimization becomes important.
So, what does the future hold for voice search marketing?
We’ll have to see. However, we’ll keep on top of updates in the world of digital assistants and report back to you about new updates. Who knows: maybe Apple will surprise the world and release the HomePod to universal acclaim and love.
In the meantime, if you want to learn more about what other marketing experts think about voice search, check out this article over at WordStream.
Have other questions for us about voice search marketing and the research we’re doing at 5 Fold? You can give us a call at (480) 939-3203 or send us an email at firstname.lastname@example.org