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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Schneider, T.: Das SEO-Praxisbuch. Webmasters Akademie Nürnberg, Nürnberg (2017)
Fernandes, T., Oliveira, E.: Understanding consumers’ acceptance of automated technologies in service encounters: drivers of digital voice assistants adoption. J. Bus. Res. 122, 180–191 (2021)
Searchmetrics.: Von Wie Google, Visual Search & Smart Speaker die Travel-Branche verändern (2019). https://blog.searchmetrics.com/de/travel-branche-seo-veraenderungen/
Vimalkumar, M., Sujeet Kumar, S., Jang Bahadur, S., Dwivedi, Y.K.: ‘Okay google, what about my privacy?’: User’s privacy perceptions and acceptance of voice based digital assistants. Comput. Human Behav. 120 (2021)
Bundesverband Digitale Wirtschaft.: Digitale Trends: Umfrage zu digitalen Sprachassistenten (2017). https://www.bvdw.org/fileadmin/user_upload/BVDW_Digital_Trends_Sprachassistenten.pdf
Balakrishnan, J., Dwivedi, Y.K.: Conversational commerce: entering the next stage of AI-powered digital assistants. Ann. Oper. Res. (2021). https://springerlink.bibliotecabuap.elogim.com/article/https://doi.org/10.1007/s10479-021-04049-5
Horizon.: Von Sprachsteuerung prägt künftig das Marketing (2018). https://www.horizont.net/schweiz/nachrichten/farner-consulting-erste-repraesentative-studie-zu-voice-user-interfaces-publiziert-171554
Lead Digital.: Sprechen statt tippen immer normaler (2018). https://www.lead-digital.de/studie-sprachassistenten-auf-dem-vormarsch/
Linnenbrink, R., Pelzer, G., Sommeregger, T.: Google AdWords. Das umfassende Handbuch. Rheinwerk Verlag, Bonn (2015)
Lewandowski, D.: Handbuch Internet-Suchmaschinen. Akademische Verlagsgesellschaft, Berlin (2013)
Alphabet Inc.: Form 10-K. United States Securities and Exchange Commission, Washington D.C. (2020)
Düweke, E., Rabsch, S.: Erfolgreiche websites. Galileo Press, Bonn (2018)
Lewandowski, D.: Suchmaschinen verstehen. Springer Vieweg, Hamburg (2015)
Michelsen, R., Risvik, K.M.: Search engines and Web dynamics. Web dynamics, pp. 289–302 (2002)
Peter, M.K., Dalla Vecchia, M.: The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. In: Dornberger, R. (ed.) New trends in business information systems and technology, pp. 251–265. Springer, Berlin (2021)
Alpar, A., Koczy, M., Metzen, M.: Strategie, Taktik und Technik. Online Marketing mittels effektiver Suchmaschinenoptimierung. Springer Gabler, Wiesbaden (2015)
Kreutzer, R.T.: Praxisorientiertes Online-Marketing. Springer Fachmedien, Wiesbaden (2014)
Eng, P.: Erste Schritte im Online Marketing. Springer Gabler, Wiesbaden (2017)
Matta, H., Gupta, R., Agarwa, S.: Search Engine optimization in digital marketing: present scenario and future scope. In: 2020 International Conference on Intelligent Engineering and Management (ICIEM) (2020). https://doi.org/10.1109/ICIEM48762.2020.9160016
Google.: Von Wo werden Anzeigen auf Google bereitgestellt? (2018). https://support.google.com/google-ads/answer/6335981?hl=de&ref_topic=6334440
Wang, Y.-Y., Yu, D., Ju, Y.-C., Acero, A.: An introduction to voice search. IEEE Signal Processing Magazine, May, pp. 29–38 (2008)
Apple.: Von Siri und Diktierfunktion (2019). https://www.apple.com/chde/privacy/approach-to-privacy/
Gear Patrol.: Von How Does a Virtual Assistant Work? (2019). https://gearpatrol.com/2017/07/19/how-does-a-virtual-assistant-work/
Ryte.: Von Digitale Sprachassistenten (2019). https://de.ryte.com/wiki/Digitale_Sprachassistenten
Vera, L.-K., Weber, T.: Alexa Skills: Welche Chancen und Risiken sind damit verbunden? Wirtschaftsinformatik & Management (2018)
Jakoby, W.: Das Internet der Dinge als Basis der digitalen Automation. BoD, Trier (2018)
Mircosoft.: An overview of end-to-end language understanding and dialog management for personal digital Assistants (2016). https://www.microsoft.com/en-us/research/wp-content/uploads/2016/12/CortanaLUDialog-FromSLTproceedings.pdf
Medium.: Von Deep dive into Snips Spoken Language Understanding Embedded System (2019). https://medium.com/snips-ai/deep-dive-into-snips-spoken-language-understanding-embedded-system-8090914e260f
Forrester, D.: Yext. Von Wie die Sprachsuche alles verändert (2019). https://www.yext.de
Embis.: Von Warum ist Content eigentlich King? (2019). https://www.blog.embis.de/warum-ist-content-eigentlich-king/
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Lambrecht, P., Peter, M.K. (2022). The Influence of Digital Assistants on Search Engine Strategies: Recommendations for Voice Search Optimization. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_55
Download citation
DOI: https://doi.org/10.1007/978-981-16-9272-7_55
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-16-9271-0
Online ISBN: 978-981-16-9272-7
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)