Preparing for local reach in a ‘post-rank’ world: Get your data in line

Just last October at the Street Fight Summit, many marketers ranked voice search as the most “over-hyped” marketing tactic of the year. I think this is because many of them aren’t seeing the full scope of the technology. We’re putting on our consumer brains and thinking about the current awkwardness of speaking to Siri in public, not of a future inside self-driving cars or those moments when we just don’t want to get up from the couch.

Currently, most voice searches happen on mobile phones. But within the next few years, it seems likely that devices with this capacity will increase in prevalence — and technological capability — in private spaces, where voicing out-loud intent won’t feel so silly.

What might voice search mean for local?

Most who do believe in a voice-dominated future are in a love/hate relationship with the idea. Some predict we’ll lose all local organic space to ads. Others foresee a future in which anything less than the No. 1 rank is worthless. I see both conclusions as an incomplete picture.

It's only fair to share...Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedInPin on PinterestShare on RedditShare on StumbleUponDigg thisShare on TumblrPrint this page

Leave a Reply

Your email address will not be published. Required fields are marked *