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Search Optimisation in the Age of Digital Assistants

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Rise of the Digital Assistants

Mid-2015 saw the rise of digital assistants, with Siri peaking over 1 billion requests every week, as stated in an announcement made by Craig Federighi, Apple’s Senior VP. Slate also reported the gradually increasing use of A.I. assistants for almost every imaginable task – be it ordering a shirt, purchasing grocery, scheduling an appointment, paying bills or coordinating conferences.

Traditional vs Refined SEO

The traditional models of SEO are search engines like Google, Bing and Yahoo along with others like Indeed, YouTube and Yelp. The motive behind search optimisation has been to design search engines to respond to every search-query. Digital assistants, on the other hand, have emerged as personal elves who assist user in every region of daily life. For this reason, the search engine optimisation strategy of any enterprise would have to take notice and strongly plan their development and marketing strategy around digital assistantship.

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Syncing with Digital Assistants: Shift in Marketing Strategy

Leading SEO strategists endorse that enterprises should ensure that their business information is easily accessible in order to expand their marketing to the digital assistantship era. The traditional marketing method of attempting to attract users to a specific site would have to be replaced with the practice of allowing product/service information to be approachable by digital assistants like Siri, Cortana and Alexa. What would be the next step in utilising A.I. for business marketing? To design digital assistants specifically for the business.

Digital Assistant for ‘Your’ Enterprise

By taking in their likes and dislikes, and catering to their needs, digital assistants have become almost like companions to their customers. As they become part of our daily virtual lives, the character of search engines will also change to sync with the models of digital assistants. Communicating with the customers will hugely depend on quality of your digital assistants and the way in which your information is available to them.

How do you make sure that the digital assistant is ready to harmonise with the technological developments that will ensue? The extent to which your digital assistant adapts to the tech-innovations will depend upon the platform on which you build the digital assistant. The platform must be multi-lingual and be applicable across devices with high scalability.

The most significant element of a digital assistant is the ease of use. While complex programming lurks in the backdrop, the digital assistant itself must have a strong humane side. This would set it apart from the static search engines. A new form of search engine will open up which will be situated within the user’s life and not a user-independent feature of the business.

Who do Digital Assistants rely on?

When digital assistants were developed, their source of information was limited to search engines like Bing or Google. However, as they develop with more and more complex computations, it is most probable that digital assistants will not rely on any single search engine. Moreover, maybe search engines would become only one of the many sources of information they will depend on. That such development would take place is signalled through news on Applebot that points to the possibility of Siri having an independent crawler and individual search functions.

The relation between artificial intelligence and search function is deeper. It is through the complex matrix of search engines that artificial intelligence learns and develops. The world-wide-web is crawled through and indexed using algorithms, depending on the content of website, and which search terms would trigger their display on search engines. Google’s knowledge graph is one instance of how indexing and algorithms work. As stronger heuristic systems are developed, the means of searching for information will also become efficient and quicker.

Challenges in Development of Digital Assistants

The major challenges while developing a digital assistant specific to your product/service are:

  • Prolonged development period;
  • Gradually increasing costs; and
  • Complicated computation languages.

Tips While Optimising for Digital Assistants

When you are optimising your SEO for digital assistants, keep in mind the following tips:

  • Go through all your business listings and ensure that they have correct information. Check contact data – phone numbers, address, fax and mail addresses;
  • Keep track of all your social media channels. From a branding standpoint, certain social media channels (FB, Twitter, and Instagram) are considered more significant than others. However, for digital assistants, every social media channel is a reflection of your enterprise. Ensure that all social media channels rightly put out data about your business;
  • Optimise all content on social media for mobile platforms. Remember that the search terms for mobile are different from those for desktop. For instance, when searching through the phone, users often include the city and ZIP code to the search query.

For information on SEO in the age of digital assistants, reach out to Creative Ideaz.

Posted by Sumit on May 28th, 2016

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