The voice search explosion and how it will change local search
Voice search usage is seeing unprecedented growth, with personal assistant devices leading the way. Columnist Wesley Young explores why this new medium is taking off, how it differs from keyword searches, and the challenges for local businesses to compete on yet another platform.
Since I noted Timothy Tuttle of Mindmeld’s LSA16 comments about the sudden increase in the volume of voice search queries, I’ve noticed an increasing number of articles on the subject. If the attention being given voice search is an indication of its anticipated impact on the marketplace, then it’s going to be a big deal.
The potential for voice search to become a major search medium is well illustrated by the number of slides Mary Meeker devotes to the topic in her annual Internet Trends report that was just released this month. Out of 213 slides, Mary included 23 slides on voice search. And while the numbers on voice search growth vary quite widely, they all agree on one trend: explosive growth.
Explosive growth and the reason behind it
At LSA 16, Tuttle shared that within one year (last year), the use of voice search went from a statistical zero to 10 percent of all search volume. That was huge. Yet more recent numbers show that growth accelerating — Google announced at I/O that 20 percent of all searches have voice intent, while Meeker’s charts show that in May 2016, 25 percent of searches on Windows 10 taskbar are voice searches.
Many explain the reason for voice technology’s growth is the improved rate at which voice commands are accurately captured. My personal experience with Siri a couple of years back was not a good one.
I started watching one of Matt Damon’s Jason Bourne movies but couldn’t figure out where in the series it fell. So I asked Siri, “What order are the Bourne movies in?” Her reply: “You want to order a porn movie? Here are the 10 closest adult movie stores near you . . .” Fortunately, my wife heard my original query. But it illustrates the point — sometimes close isn’t good enough.