How Google Voice Assistant May Impact Your Business

Most people watch the Superbowl to pick a team and cheer — but plenty also tune in to see the commercials. Brands want to capitalize on the massive audience, showcasing their best stories and products.

This year, Google voice assistant appeared among the ads for cars and candy. The device uses voice recognition to respond to commands. It offers a new way to access information, and Google touted users' ability to personalize their device.

The fact that Google aired a voice assistant ad during the Superbowl is a sign of its growing popularity. But will Google voice assistant impact your business? The answer, of course, is yes. As voice assistants attract attention, it pays to keep tabs on the growing trend.

Read on to learn how Google voice assistant may impact customer behavior and SEO.

How Do Customers Use Google Voice Assistant?

Before we discuss how businesses can adapt to Google voice assistant, it's important to consider how customers use it. One way to analyze Google voice assistant examine how it will impact the buyer's journey. 

As a quick recap, the buyer's journey (also called the customer journey) has five stages:

• Awareness: The customer identifies that they have a problem.
• Discovery: The customer begins to define their problem—and explore possible solutions.
• Research: The customer zeroes in on the best options for solving their problem.
• Purchase: The customer purchases a product or commissions a service. At this point, the problem is usually solved.
• Advocacy: The customer shares news of their experience. This can happen by word of mouth, or via online reviews.

So, how does Google voice assistant fit in? Voice search is most likely to impact the awareness, discover and research stages. After all, these are the stages when customers are hunting for information.

During the research stage, customers might use their voice assistant to review their options. Instead of typing in search terms, they can simply ask, "Hey Google?" If your business website isn't optimized for voice search, it may not appear in competitive search results. 

Next, customers can use their voice assistant during the discovery and research phases. If an option stands out, it's easy to make calls directly through Google voice assistant. But if your business listing doesn't have your contact information, Google voice assistant may not be able to dial at all.

Once you understand all the ways customers might search for your business, you can take steps to meet them there. By optimizing your website for voice search, you'll add one more option securing sales. 

Of course, not all customers use Google voice assistant yet. Still, many may adopt it soon. Google voice assistant (and other devices) are becoming more common and affordable, fast. It's smart to get ahead of the trend as soon as possible. 

Google Voice Assistant Is Transforming Search

Clearly, Google voice assistant will impact communication and search. But how does that translate into SEO tactics? 

If you haven't created a voice search strategy yet, you're not alone. According to a 2019 survey, only 4% of businesses are prepared for voice search. Across all businesses and industries, there's lots of room for improvement.

According to experts, one of the most important tactics is to write in a conversational style. In the past, you might have targeted keywords that correspond with typed searches. To anticipate voice search, try incorporating phrases that customers would speak instead. This subtle shift can help you capture voice searches.

Often, your voice search strategy will overlap with other best practices. For example, a fast site speed seems to support voice search. Voice search optimization will also inevitably intersect with local search. Other recommended tactics include capturing featured snippets and long-tail keywords.

Your overarching SEO strategy should include a range of tactics to capture different types of searches. 

Your Business Can Use Google Voice Assistant, Too

When it comes to Google voice assistant, the benefits don't just apply to your customers. Your employees might also enjoy using Google voice assistant as an additional tool at work. 

For example, consider the ways Google voice assistant might make everyday tasks easier:

• Dialing clients, hands-free
• Reordering office supplies
• Making office maintenance appointments
• Booking reservations for client outings
• Searching for information during meetings

If this seems unfamiliar, try thinking of Google voice assistant as an extension of your mobile strategy. Voice search provides similar flexibility and speed. 

If you want your business to stay relevant, incorporating new technology is a must. 

As Google voice assistants gain traction, your business will need to be prepared. By understanding how voice search fits into the buyer's journey, how to optimize your SEO, and how your own office can benefit, you'll be well on your way.