Megan Hannay says, “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.

A recent Moz study demonstrated that only 3.4 percent of Google local searches result in ad clicks. While it’s possible to anticipate a future in which voice search results are entirely paid ads, the fact that consumers seem to largely prefer organic suggests that Google would have a hard time retaining customers with such a model”.

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

Search Engine Land

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