In the first part of our discussion on the evolution of search, we looked at the change in customer behaviors, which has led to a struggle between search engines and apps to remain relevant.
We also started to dissect key parts of the new digital ecosystem, looking in detail at the most obvious manifestation of these indirect answers, the information that powers these, and the change in mindset required to capitalize on the opportunities direct answers present. In this second part, we will consider further the outputs of the fundamental changes to search—and what this means for SEO as a channel in the future.
Voice is important, but we’re looking at it the wrong way
It wouldn’t be right to consider the evolution of search and featured snippets without discussing voice search. Many are looking to this as the new frontier for search, doubling down on strategies to become the answer to questions that people ask. Voice search is undoubtedly taking off in a big way, with 2016 being a turning point[1] in the growth of the channel, but there are two challenges “voice marketers” will face: firstly, there is still a stigma to using voice in public—consumers may use quick commands, but they are yet to embrace the full capabilities of smart assistants among other people.
Secondly, smart speakers are becoming a part of people’s homes in a big way, with an estimated 40% of UK homes[2] due to have an Amazon Echo in 2018. Despite this, companies will struggle to convince their audiences to receive unsolicited branded messages without permission. This is more of a problem in the wake of GDPR and claims of smart devices “listening in,” and I expect more