Voice Search Is Replacing Keyword Data

Exploring the growth of voice search an interesting search patent gives us a view into how it39s able to remove entities ie peoplethingsitems from consecutive searches leaving brands without full knowledge of what people were searching forSearch is more than an isolated task people search for related topics at different times of the day dipping in and out but querying the same theme On Google39s 20th anniversary they said search is a journey citing its ability to decipher and sync early searches in awareness through to a journey into research and purchaseVoice search works on the same premise we command and search answersamp160 Where voice differs is timing people are more inclined to seek answers over a shorter timeframeamp160 To prevent people having to repeat themselves in the true sense of a quotsearch journeyquot Google has patented a way to prevent anaphoraamp160 Anaphora most commonly associated with politicians is when people repeat the same words from their first sentence in their secondamp160 Politicians use anaphora to ensure their message is being deliveredKeywords Without EntitiesApplied to voice search we can see how repeating words anaphora creates frictionWho is David BeckhamWho did David Beckham play forWhat is David Beckham39s networthThree queries all related to the same entity David Beckham but ultimately different in intentApplying the notion of search journeys Google can determine that your consecutive queries all relate to the same entity thus enabling people to voice search without anaphoraWho is David BeckhamWho did he play forWhat is his networthNotably the second and third queries don39t include the entity David BeckhamPeople are able to search by voice more naturally like how we39d speak to a person who39s knowledgeable about David BeckhamKeywords are Essential Marketing IntelligenceThis creates a challenge for brands who did he play for is a longtail keyword considerably less insightful than who did david beckham play foramp160 A football brand doing research into their audience wouldn39t know if searches were associated with Beckham or in fact Ronaldo Messi Kane or any other player for exampleamp160 Again per Googlequotamp8230 the first query can be 39Who is Ben Franklin39amp160 The entity of the first query was identified as 39Ben Franklin39amp160 The first query can be sent to a search engineamp160 The search engine can return a list of resources referencing Ben Franklinamp160 A second query can be received within a certain time frame asking 39What is his height39amp160 The pronoun 39his39 was recognized by the search engine to be part of the second queryquot SEO search and PPC search bothamp160wereamp160built on keywordsamp160 Google Ads recently focused brands39 attention to audiences encouraging them to bid on the person behind the search rather than the keywordExampleThe concept of keywords without entities isn39t new it39s widely reported that search has already become more personalamp160 Growth in near me and best searches emphasize this showcasing that people want answers specific to them but without having to enter Edinburgh or London as geographies from where they are searchingPublishers Will Fill Brands39 Intelligence NeedsIf the predictions are true then we should expect that 3050 of searches Gartneramp160andamp160comScore will be through voiceamp160 Paired with this new revelation this could mean up to half of all keywords won39t contain an entity thus eroding the insightfulness that keywords and their search volumes yield to brands and their marketing intelligenceSearches provide brands with insight into seasonality for budget pacing color nuances for designing products and market research to name just a few examplesKeywords have long been a staple of intelligence for brands but their significance and level of detail has lessened over the yearsPositively brands should be focusing on their audiences39 quotneedsquot instead of vein metrics like trafficamp160 Without keywords being as effective for audience insight brands will need to find intelligence elsewhereWe envisage further alignment between brands and publishersamp160 Intelligence from publishers is currently mainly around shared audiences What can you tell us about this audience amp160If voice search erodes keywords intelligence and privacy continues to tighten to supplement for the loss of intelligence publishers know a lot about their audiences through their firstparty data which could yield great value to brands looking to attract audiencesThe future of voice search is conversational a reflection of how people naturally ask questionsamp160 Brands need to reflect their expertise authoritativeness and trustworthiness in content a true reflection of an audiencefirst approachClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Voice Search Is Replacing Keyword Data

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Michael Thomson

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Michael Thomson

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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