The last thing you want is for a consumer to find your competition instead of you - which is what makes search engine optimization so important. Almost ⅓ of all traffic goes to the first result on google. What can be challenging is that SEO is a constantly evolving field due to emerging technology, whether that be changes to the algorithm itself or the tools people use to access the internet. And Google is innovating the game once again with the release of Pixel.
Wired describes the new Google phone Pixel as having “the best in class everything.” It is clearly meant to compete with the iPhone, debuting with a familiar looking slick design and a similar price point. The camera is top-notch, with unlimited phone storage capabilities. All of this will be exciting to consumers who might be looking to make a change after the controversial release of iPhone 7 and it's battery failures. But what marketers really need to know is that Google Now is being replaced with Google Assistant on the Pixel.
How it Works
Google Assistant wants you to treat Google like a person - more specifically a “real life assistant” which can be most easily accessed with the home button on the new Pixel phone. Just like Siri or Microsoft’s Cortana, the user can speak to the Assistant using voice commands to play music, accomplish tasks, and of course conduct searches for information.
Searches through this AI interface are meant to feel conversational, and you don’t have to go to your browser or the search application to get the relevant information. The Google Assistant will also see your activity and make suggestions for you within the application you’re using. For example, if you are chatting through their messaging app Allo, it will offer to show you movie times when you ask someone to go to a movie.
An important aspect to note is that conversational means Google Assistant will be able to remember and keep track of context as you converse and ask additional follow-up questions. This greatly differs from the traditional one-way search experience on Google.com, where you would need to start a brand new search if you need additional information.
What It Means For SEO
As innovative as this technology is for users, there are some real concerns for marketers that Google has yet to fully address:
1. Lack of Data
Marketers rely on analytics to show them what’s working, and what’s not. As of now, there is not a quantifiable way to see how voice searches are impacting clicks and driving traffic to certain websites. Although it is rumored Google plans to address this - it’s going to be a while before the information is as easy to access and track like the traditional web search analytics.
2. Competing Websites
While Google Assistant may remember past choices for retailers, it will be interesting to see what it offers you when doing a search for the first time. For example, if you ask Google Assistant to help you order a pizza, in any metropolitan area there are going to be multiple competitors the consumer could pick from. Will Google Assitant offer them choices, or default to a company? And if does pick for example Pizza Hut, why did it do so?
3. Changes to Keywords
Marketers have spent years trying to interpret how people come up with what to search. That algorithm is going to be thrown on it’s head - because people are going to speak differently than they type. If they’re using a phone AI like Google Assistant, they are probably looking for basic information, such as your hours of operation, what products and services you offer, and your location. They aren’t planning to spend a ton of time searching your website or reading a blog post.
Users may even not say a specific company name at all, and simply request a category, such as “find restaurants near me”. It’s important to be prepared for this with mobile optimized landing pages with clear and basic localized information so you appear in this kind of topical search.
Get Ready Now!
You might be tempted to wait out the changes and see how Google addresses some of the pending questions brands have about Google Assistant. But Google Pixel is already on the market, and consumers are using it. If you haven’t already - analyze your mobile website and make sure it is Google Asssitant friendly. Do some research and find out if your traffic has been impacted and what you need to do if the impact has been negative.
Technology is going to keep innovating. Make sure your company is growing with it - not being left behind.
