Speech Technology Magazine


Chatmeter Unveils New Research on Voice Engine Optimization

Data pinpoints where national brands can leverage voice tech to drive local sales and offline traffic.
Posted Oct 25, 2018
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Chatmeter, a provider of local search marketing and reputation management, published third party research on consumer perception and behavior related to voice search. In the new report on Voice Engine Optimization (VEO), data spotlights hurdles and common motivators of voice search usage, and how this impacts local business “searchability” and in-store visits and sales.

For instance, 88% of consumers are likely to use driving directions after a voice search, proving the importance of accurate and search engine optimized local listings. Against this backdrop, Google says 20% of mobile queries are voice searches, and comScore previously forecasted 50% of all searches will be voice by 2020. Marketers cannot ignore the call to action to update SEO strategies so their local and unbranded products or businesses show up in a voice search.

Voice Search Research Highlights

  • Convenience is a main draw of voice – 52% of consumers say ease of use is what they like most about voice technology, followed by it being fun and different (23%).
  • Smart devices aren’t yet smart enough –The main issue people have with voice technology is experiencing voice recognition errors (39%) or the technology not being able to understand the question they ask (31%).
  • Fear of the unknown is preventing sales – Those who have never made a purchase via a smart speaker or mobile voice assistant are more likely to be concerned about security and ordering incorrect or duplicate items.
  • Most consumers engage with or visit nearby businesses after conducting a voice search – Over 2 in 5 consumers use voice search to ask for directions, an address or business hours for a nearby location; 88% of consumers are likely to use driving directions after making a voice search.
  • Successful voice experiences and purchases lead to more frequent mobile voice searches – 90% of consumers use a voice assistant on their mobile device; those who make purchases via voice device are 30% more likely to use their voice assistant daily.

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