The adoption of voice assistants like Amazon’s Alexa, Apple’s Siri, Google Now and Microsoft’s Cortana will only increase the ever-growing importance of managing local pages. Mobile voice search is three times more likely to be local-based than text search.
Ever ask Siri for restaurant suggestions? How about Alexa, Cortana or Google Now? Do you know where their recommendations are coming from?
If you’ve got an Amazon Echo in your home or office, Alexa makes recommendations based on Yelp listings. Ford announced in January that it will be putting Alexa in new cars. This means when someone is driving a new Ford and looking for a place to eat, there’s a good chance Yelp will influence their decision. Beyond Ford owners, think about rental cars. When someone rents a Ford in an area they’re not familiar with they’re even more likely to ask Alexa for suggestions.
Siri also leverages Yelp in its recommendations. In 2016 Apple began allowing third party apps to leverage Siri. Apps like Lyft, and many GPS apps have leveraged Siri. If those third party apps happen to be making dining suggestions they could potentially be coming from Yelp.
Microsoft’s voice assistant Cortana is built into their Edge web browser helping users make reservations and find discounts when shopping online. Cortana leverages Yelp and Trip Advisor for recommendations.
Google Now on the other hand makes recommendations from it’s own knowledge graph. Restaurants are getting more than twice as many reviews on local Google pages than they are on Yelp.
When information on local pages is incorrect, users don’t realize that many brands do not manage their pages and they blame the brand. If your ratings and reviews are negative it will negatively impact your search ranking however responding to reviews can have a positive impact on search ranking.
Keep in mind these are people with intent, looking to find a restaurant like yours. If you are not managing your local pages, it will be increasingly difficult for you to win traffic and thus sales away from brands that are.
You may think you’ve got search covered through paid results but have you factored voice assistants into your search strategy?
Stellar Digital helps brands manage local pages at scale. Contact us to learn more!