Episode 126: How Big Tech is potentially using voice data in search results

Big Tech is using your voice to personalizeHello! Thanks for listening to SEO tips today.Let’s talk today about how the big discovery algorithms might be using aspects of your voice to personalize to you and the impact on marketers.Spotify was granted a patent (originally filed in 2018) for technology that analyzes listeners’ voices and background noise to suggest content based on their mood, gender, age, accent, or even social setting. The patent outlines that it uses the speaker’s pitch to determine gender and age and causes like the intonation, stress, and rhythm of speech to potentially determine specific emotions or personality attributes. They can use this information to personalize music recommendations in real-time and they are most likely going to leverage this data for the voice assistant that they are developing. It’s worth noting that Google and Amazon have both filed patents using the data provided by voice responses in similar ways, and YouTube allows you to search via voice as well.This is why for my clients that have users who are searching during times of high emotion, I’ve encouraged them to revisit their personas and how they are presenting that information. We know a lot about how different emotional states impact our ability to view and interact with online information. I specifically encourage those clients to look at their CTAs and meta descriptions to make sure they are addressing the emotional state of the user. So that’s your tip for today. If you’re doing persona work, consider the emotional state of the user.Thanks for listening. Come back tomorrow for another SEO tip.