Brian Ussery says, “Google’s new “Google Home” device may be one of the most popular holiday gifts this year, but some marketers are not going to be celebrating in 2017.

For instance, if you ask Google Home, “What is Bing?” its response is, “Indicating a sudden event or action.” If you ask, “What is Yahoo?” its response is, “A rude, noisy, or violent person.” Interestingly enough, Google Home responses to the question, “What is Google?” with “search for information about (someone or something) on the Internet using the search engine Google.”

Instead of treating examples like these as branded queries, Google Home responds with dictionary-like definitions. Unfortunately, there is not much marketers can do in this scenario other than ensuring the definition of their brand is branded like the definition of “Google.”

Where Google Home’s answers come from

Google Home is powered by the same Google Assistant as voice search, wearables, mobile, auto and other devices. Google Assistant relies on a variety of resources, including Google search data. Google search data comes from a variety of places, including content from pages that Google “thinks” will satisfy users’ queries. In some cases, Google extracts “quick answers” directly from third-party pages and returns them in the form of “Featured snippets” that are displayed at the top of organic search results pages”.

Optimizing Google Home search responses

Search Engine Land

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