No more websites: Could voice search make websites obsolete?

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  QUantumrun Foresight
• May 6, 2022

Insight summary

Voice search technology is reshaping the way users interact with online content, influencing search engine optimization (SEO) strategies and encouraging a shift towards more natural, conversational queries. This trend is fostering a new ecosystem where websites are just one of many touchpoints, and information is presented in bite-sized, voice-friendly formats. Governments and policymakers may need to adapt to this shift to enhance public services while ensuring the accuracy of voice-generated responses and protecting user privacy.

Voice search and websites context

As voice search technology progresses and smart devices increasingly rely upon enhanced speech-enabled functions, how users engage with online content will evolve naturally. The rising use of voice commands among internet users searching for information, for example, could lead to significant changes in how websites are designed and have knock-on effects on online-dependent businesses.

When Google first released voice search in 2011, it was meant to provide users with a dynamic alternative to traditional, text-based search functions rather than displace text search entirely. However, by January 2022, voice search had risen to the forefront of search marketing trends thanks to advancements in speech recognition technologies and related processing power. According to DBS Interactive, by 2020, 41 percent of Americans used voice commands at least once a day. Google reported that in 2021, 27 percent of the online global population was using voice search on mobile. Users were also placing smart speakers in prominent places in their homes, such as the living room, kitchen, and bedroom.

Individuals frequently use more descriptive and exact language when using their voices to conduct a search. For example, when conducting a text search, users may type "Brooklyn weather," but when running a voice search, they may ask, "What is the weather in Brooklyn?" Users are more inclined to formulate voice searches as a question rather than as a statement.

Disruptive impact

Search engine optimization (SEO) specialists may find themselves shifting their focus from targeting specific keywords to crafting key phrases that resonate more naturally with the spoken language. Brands and organizations may need to pay closer attention to the tone, choice of words, and phrasing that potential customers might use when asking questions related to their products or services. Enhancing "frequently asked question" sections on websites to cater to these nuanced queries could become more critical than ever.

As voice search continues to grow, it is plausible that brands might overhaul their web pages to serve not as the central hub of their online presence but as a part of a larger ecosystem of touchpoints to cater to voice-based users. Traditional heavy reliance on written content might decrease, giving way to summarized pieces of information that can be easily relayed by smart assistants and voice programs on mobile devices. The shift requires a reimagining of how information is packaged and presented, with a keen focus on offering bite-sized, voice-friendly data that can efficiently meet the needs of users seeking quick and precise answers to their queries. 

For governments and policy makers, understanding and adapting to the changing dynamics of voice search is essential. The rise in voice search usage presents an opportunity to rethink how public services and information dissemination strategies are designed. Governments could leverage voice search technology to offer instant responses to citizen queries, fostering a more responsive and interactive engagement with the public. However, this development also brings forth challenges, including ensuring the accuracy of voice-generated responses and safeguarding user privacy.

Implications of voice search growth trends

Wider implications of voice search complementing websites may include:

• A surge in the number of consumers opting for smart assistant devices for their homes, bypassing the need to use screens to access information or get questions answered.
• The potential for a gradual decline in people's capacity to remember large volumes of information, as they grow accustomed to using voice search for immediate answers to their questions.
• The conditioning of society to a distinct style of information retrieval, paving the way for a smoother integration with futuristic brain implants around the 2040s, which might allow individuals to access online information through thought processes alone.
• The emergence of apps and services that rely solely on voice commands, fostering a new market of voice-first technologies and promoting more inclusivity.
• Governments crafting policies to regulate the voice search domain to prevent misinformation and protect user privacy.
• The creation of new job roles centered around voice technology, including voice user interface designers and voice content creators.
• Companies redesigning their customer service strategies to incorporate voice technology, offering more personalized and efficient service experiences.
• Environmental concerns arising from the increased production and disposal of smart devices equipped with voice technology.
• Demographic shifts in technology usage, with older generations possibly finding it easier to adopt voice technology compared to text-based interfaces.

Questions to consider

• Do you think voice search can completely replace websites?
• What other services may be developed to support the increased use of voice search by consumers worldwide?