The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization

Priska Lambrecht; Marc Peter

doi:10.1007/978-981-16-9272-7_55

The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization

Priska Lambrecht, Marc Peter

Business

FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

Research output: Book chapter/Published conference paper › Conference paper › peer-review

1 Citation (Scopus)

Abstract

Digital assistants are conquering the world and providing new opportunities and challenges for digital marketing and e-commerce. Apparently, one-third of Internet users in Switzerland already use (digital) voice assistants. One of the advantages of voice search is time as a search query is four times faster spoken than typed. The goal of this study is to determine factors that should be used to gain visibility in search engines and ultimately optimize voice search. To be able to answer the research questions, six Swiss experts were selected and interviewed. Based on the interviews, the five most important factors for VSO (Voice Search Optimization) were determined and tested with 30 everyday questions on Google Home and Siri. The interviews revealed that the search behavior would change in the future, and therefore, websites should consider these recommendations and focus on natural language for their content. The practical test showed that not all of them were that prevalent in the provided search results but might become more important over time.

Original language	English
Title of host publication	Marketing and Smart Technologies
Subtitle of host publication	Proceedings of ICMarkTech 2021, Volume 2
Editors	Jose Luis Reis, Marc Peter, Ricardo Cayolla, Zorica Bogdanovic
Place of Publication	Singapore
Publisher	Springer
Pages	665-672
Number of pages	8
Volume	2
ISBN (Electronic)	9789811692727
ISBN (Print)	9789811692710
DOIs	https://doi.org/10.1007/978-981-16-9272-7_55
Publication status	E-pub ahead of print - 15 Mar 2022
Event	2021 International Conference on Marketing and Technologies: ICMarkTech'21 - University of La Laguna, Tenerife, Spain Duration: 02 Dec 2021 → 04 Dec 2021 http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/index.html http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/program.html (Program) http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/call-for-papers.html (Call for papers)

Publication series

Name	Smart Innovation, Systems and Technologies
Publisher	Springer
Volume	280
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	2021 International Conference on Marketing and Technologies
Country/Territory	Spain
City	Tenerife
Period	02/12/21 → 04/12/21
Other	ICMarkTech'21 - The 2021 International Conference on Marketing and Technologies, which will be held jointly at the Departamento de Dirección de Empresas e Historia Económica of the Faculty of Economics, Business and Tourism, and the University Institute for Social Research and Tourism of the University of La Laguna, in the island of Tenerife in Spain, between 2 and 4 December 2021, is an international forum for researchers and professionals to present and discuss the latest innovations, trends, results, experiences and concerns in the various fields of Marketing and Technologies related to it.
Internet address	http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/index.html http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/program.html (Program) http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/call-for-papers.html (Call for papers)

Access to Document

10.1007/978-981-16-9272-7_55

Cite this

Lambrecht, P., & Peter, M. (2022). The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization. In J. L. Reis, M. Peter, R. Cayolla, & Z. Bogdanovic (Eds.), Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2 (Vol. 2, pp. 665-672). (Smart Innovation, Systems and Technologies; Vol. 280). Springer. Advance online publication. https://doi.org/10.1007/978-981-16-9272-7_55

Lambrecht, Priska ; Peter, Marc. / The influence of digital assistants on search engine strategies : Recommendations for Voice Search Optimization. Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2. editor / Jose Luis Reis ; Marc Peter ; Ricardo Cayolla ; Zorica Bogdanovic. Vol. 2 Singapore : Springer, 2022. pp. 665-672 (Smart Innovation, Systems and Technologies).

@inproceedings{084ab0441338480a9d9bc3b475b90843,

title = "The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization",

abstract = "Digital assistants are conquering the world and providing new opportunities and challenges for digital marketing and e-commerce. Apparently, one-third of Internet users in Switzerland already use (digital) voice assistants. One of the advantages of voice search is time as a search query is four times faster spoken than typed. The goal of this study is to determine factors that should be used to gain visibility in search engines and ultimately optimize voice search. To be able to answer the research questions, six Swiss experts were selected and interviewed. Based on the interviews, the five most important factors for VSO (Voice Search Optimization) were determined and tested with 30 everyday questions on Google Home and Siri. The interviews revealed that the search behavior would change in the future, and therefore, websites should consider these recommendations and focus on natural language for their content. The practical test showed that not all of them were that prevalent in the provided search results but might become more important over time.",

keywords = "Voice search, Digital assistants, Search engines, Search strategies, VSO, Voice Search Optimization, Alexa, Siri, Google Assistant, Google Home, Cortana, Bixby",

author = "Priska Lambrecht and Marc Peter",

note = "Includes bibliographical references.; 2021 International Conference on Marketing and Technologies : ICMarkTech'21 ; Conference date: 02-12-2021 Through 04-12-2021",

year = "2022",

month = mar,

day = "15",

doi = "10.1007/978-981-16-9272-7_55",

language = "English",

isbn = "9789811692710",

volume = "2",

series = "Smart Innovation, Systems and Technologies",

publisher = "Springer",

pages = "665--672",

editor = "Reis, {Jose Luis} and Peter, {Marc } and Ricardo Cayolla and Bogdanovic, {Zorica }",

booktitle = "Marketing and Smart Technologies",

address = "United States",

url = "http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/index.html, http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/program.html, http://www.icsporto.com/icmarktech/icmarktech21/www.icmarktech.org/index.php/en/call-for-papers.html",

}

Lambrecht, P & Peter, M 2022, The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization. in JL Reis, M Peter, R Cayolla & Z Bogdanovic (eds), Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2. vol. 2, Smart Innovation, Systems and Technologies, vol. 280, Springer, Singapore, pp. 665-672, 2021 International Conference on Marketing and Technologies, Tenerife, Spain, 02/12/21. https://doi.org/10.1007/978-981-16-9272-7_55

The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization. / Lambrecht, Priska; Peter, Marc.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2. ed. / Jose Luis Reis; Marc Peter; Ricardo Cayolla; Zorica Bogdanovic. Vol. 2 Singapore: Springer, 2022. p. 665-672 (Smart Innovation, Systems and Technologies; Vol. 280).

Research output: Book chapter/Published conference paper › Conference paper › peer-review

TY - GEN

T1 - The influence of digital assistants on search engine strategies

T2 - 2021 International Conference on Marketing and Technologies

AU - Lambrecht, Priska

AU - Peter, Marc

N1 - Includes bibliographical references.

PY - 2022/3/15

Y1 - 2022/3/15

N2 - Digital assistants are conquering the world and providing new opportunities and challenges for digital marketing and e-commerce. Apparently, one-third of Internet users in Switzerland already use (digital) voice assistants. One of the advantages of voice search is time as a search query is four times faster spoken than typed. The goal of this study is to determine factors that should be used to gain visibility in search engines and ultimately optimize voice search. To be able to answer the research questions, six Swiss experts were selected and interviewed. Based on the interviews, the five most important factors for VSO (Voice Search Optimization) were determined and tested with 30 everyday questions on Google Home and Siri. The interviews revealed that the search behavior would change in the future, and therefore, websites should consider these recommendations and focus on natural language for their content. The practical test showed that not all of them were that prevalent in the provided search results but might become more important over time.

AB - Digital assistants are conquering the world and providing new opportunities and challenges for digital marketing and e-commerce. Apparently, one-third of Internet users in Switzerland already use (digital) voice assistants. One of the advantages of voice search is time as a search query is four times faster spoken than typed. The goal of this study is to determine factors that should be used to gain visibility in search engines and ultimately optimize voice search. To be able to answer the research questions, six Swiss experts were selected and interviewed. Based on the interviews, the five most important factors for VSO (Voice Search Optimization) were determined and tested with 30 everyday questions on Google Home and Siri. The interviews revealed that the search behavior would change in the future, and therefore, websites should consider these recommendations and focus on natural language for their content. The practical test showed that not all of them were that prevalent in the provided search results but might become more important over time.

KW - Voice search

KW - Digital assistants

KW - Search engines

KW - Search strategies

KW - VSO

KW - Voice Search Optimization

KW - Alexa

KW - Siri

KW - Google Assistant

KW - Google Home

KW - Cortana

KW - Bixby

U2 - 10.1007/978-981-16-9272-7_55

DO - 10.1007/978-981-16-9272-7_55

M3 - Conference paper

SN - 9789811692710

VL - 2

T3 - Smart Innovation, Systems and Technologies

SP - 665

EP - 672

BT - Marketing and Smart Technologies

A2 - Reis, Jose Luis

A2 - Peter, Marc

A2 - Cayolla, Ricardo

A2 - Bogdanovic, Zorica

PB - Springer

CY - Singapore

Y2 - 2 December 2021 through 4 December 2021

ER -

Lambrecht P, Peter M. The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization. In Reis JL, Peter M, Cayolla R, Bogdanovic Z, editors, Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2. Vol. 2. Singapore: Springer. 2022. p. 665-672. (Smart Innovation, Systems and Technologies). Epub 2022 Mar 15. doi: 10.1007/978-981-16-9272-7_55

The influence of digital assistants on search engine strategies: Recommendations for Voice Search Optimization

Abstract

Publication series

Conference

Access to Document

Fingerprint

Cite this