If comScore is correct and half of all searches by 2020 are done by voice, a crucial question arises: will we still have need websites?
Even though the search is overloaded and the tipping point is reached a year or two later, the question remains.
As consumers get more and more accustomed to asking Alexa, Siri or Google for headlines, a dinner recipe, or weekend flight options aw yes, the answers will not be provided by ten blue SEO links. Rather, the options will be weighed by an algorithm before reading what is considered the best answer.You yourselfremember Lycos and AltaVista?
New technologies can always delight early adopters, but as it becomes more common, seasoned observers know that some big names can become victims as the public adopts new behaviors. Don 't forget AltaVista, AskJeeves and Lycos, as well as when Yahoo! was a force looking? Read these names out loud and you may be less inclined to wonder if the voice will have an impact and focus on picking winners and losers.
Make no mistake, it is happening: a wave of disruption is heading towards research. Canalys estimates that 56.3 million smart speakers will be delivered this year alone. The Amazon Echo has the first-mover advantage and therefore has a 69% share. Google is in second position with 25%.
However, given as the main function of these speakers (beyond audio playback) is performing voice searches, it would take a brave digital marketer to bet against Google to close the gap and even become the winner - eventually.
Brands are rushing to call Alexa
To get a feel for the impact of this situation on search, as well as interaction of consumers with their favorite brands, just look at the early rush to set up Alexa skills .
In travel, Expedia and Kayak can find flights and trips via voice search. An Uber or Lyft ride can also be welcomed. Capital One lets users check their balance and Vitality has recipes and health tips available. If that sounds too healthy for a Friday night, Pizza Hut and Domino 's are set to re-receive an order through Alexa. On the other hand, Vitality allows utVisitors can find their own recipes and find a calorie shift workout.
Then, of course, there are weather, travel and travel news updates which can be handled by voice rather than a visit to a website.
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VR Keyboard, anyone?
It 's not just the voice. Canalys predicts that this is the year VR headset sales will increase fivefold as the industry prepares to ship nearly 10 million units per year by 2021.
It's hard to imagine VR users typing a search query on a virtual keyboard in the air. Even harder to imagine they'll browse a list of blue links to no doubt choose a page with a lot of text.
The results will be grouped together via a dominant information source in each vertical: touring your next house will probably be made possible by Zoopla, or a similar aggregator; choose a hotel via a VR version of Expedia; test your next car maybe via something like AutoTrader.nu would come from several sources, but will probably be accessible via a single aggregator: no need to enter a query and certainly no blue links to choose the home page to visit.
Is the homepage already dying?
It's already starting to happen in the news and the media. Alarm bells undoubtedly started ringing when a graphic from the New York Times was posted about how badly things had gone with direct traffic.
Source: New York Times.
Dates are old, but it shows how this trend of losing direct traffic to news sites has been developing for at least 5 years.
Watch the latest figures from two UK newspapers, The Times and The Telegraph , and the trend seems very clear. Even though the sites are subscription-based (presumably giving users a boost)To make the most of their monthly fees and bookmark the homepage), direct traffic accounts for one-third and one-fifth of all visitors, respectively. This is overshadowed by research, with social media in the back.
Source: SimilarWeb
If you then compare these paid sites with two free resources, The Mirror and Independent.co.uk, the trend becomes even more noticeable. When people do not need to validate the fee payment monthly to get value for their money, the two free news sources only have one in five visitors. direct Social networks are much more important than direct traffic here, with research still far from the top. first source of visitors.
Source: SimilarWeb
Put the data aside and ask consumers where they get it their news, this translates to a huge pic in favor of social media. The GlobalWebIndex results from 2017 revealed that almost half, or 44%, say they receive news from social media, while 37% say they go directly to a news website. These 37% correspond to those who disclose that they receive their news through "elsewhere" referrals and a news aggregation service. The overall percentage exceeds 100% due to mixed behavior.
People say they access news primarily through social media, but traffic monitoring data primarily says so through research. Either way, going straight to the homepage is a habit that most people don't have anymore.
The mobile factor
It's also clear that the importance of mobile websites is starting to wane. App use has now overtaken the mobile web, suggesting that even though people are usingalways mobile sites, they have favorite apps for brands or key tasks.
It is quite It is reasonable to assume that this behavior will fit into brands 'tendency to make their content user-friendly. If a consumer prefers to book hotels on Expedia and dine with Domino 's, they'll likely ask Alexa or Google to look up a Paris weekend deal or a two-for-one deal. offers pizza through these preferred brands. No need for a home page, although the app may be required to give an order A reference or a diary reminder for peace of mind.
No more home pages?
If you look at the direction of travel, the future of the homepage looks bleak.
In 2 years we will reach a tipping point in voice search and this year we should see a peak in sales of VR headsets - the first having a much more immediate effecton research than the second.
Additionally, in a mobile-driven world, consumers are turning to apps where they already know which brand they want to interact with, or trust an aggregator to deliver the right offering.
I suggest this This means that the home page will remain active for a few years, providing information to voice search algorithms, as well as being a resource for information and e-commerce.
Ultimately, the job of a search marketer will change to put their customers' products and services ahead of consumers through voice , and maybe virtual reality. There is no need for a homepage here and we are already seeing, especially in the news, how homepages are increasingly becoming the primary port of stopover.
Consumers are increasingly looking for the simplicity ofuse of voice brands have to adapt to find the best ways to use their "competence" for this research or to fabricate their data so that it becomes the best answer.
This will mean that websites will eventually fall into disuse and become redundant. Not so much a fall from a cliff, but a long walk in the dark.
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