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Publication
Voice Search Marketing: o panorama de pesquisas por voz em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.98 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Esta investigação tem como área científica as pesquisas por voz, dentro do
ecossistema de Search Engine Marketing.
Voice search é o termo atribuído ao contexto em que um utilizador realiza uma
pesquisa através de um assistente virtual utilizando a sua voz (Rehkopf, 2019). A
urgência deste estudo parte da mudança de paradigma na forma como os consumidores
realizam as suas pesquisas online – assistindo-se a uma transição da pesquisa escrita
para a voz.
Tendo em conta esta oportunidade de mercado, procurei analisar o panorama
de voice search em Portugal, identificando o impacto das tecnologias de pesquisa por
voz na vida do consumidor português e compreendendo as melhores estratégias de
otimização, para assistentes digitais, que as empresas nacionais poderão vir a aplicar.
Para tal, foi realizada uma recolha de dados primária, assente numa metodologia
de investigação mista. Em termos quantitativos, foram distribuídos inquéritos online
com o intuito de identificar a forma como os portugueses realizam as suas pesquisas por
voz. Já na vertente qualitativa, foram concretizadas entrevistas a marketers e
especialistas em SEO, de modo a compreender as estratégias essenciais associadas a
voice search marketing.
Através dos principais resultados recolhidos quer na análise literária quer na
recolha de dados primária, desenvolvi um framework que clarifica a forma como as
empresas portuguesas poderão vir a desenvolver uma estratégia integrada de
otimização para pesquisas por voz – “As 3 Dimensões de Voice Search Marketing”. Este
modelo assenta em 3 grandes pilares: estratégias de voice SEO, desenvolvimento de
ações de voz personalizadas em Actions on Google, Alexa Skills e SiriKit e fortalecimento
do branding da organização.
This research has voice search as its scientific area, within the search engine marketing ecosystem. Voice search is the term assigned to the context where a user uses his voice to conduct a search through a virtual assistant (Rehkopf, 2019). The urgency of this study derives from the paradigm shift in the way consumers conduct their online searches – switching from text search to voice search. Considering this market opportunity, I sought to analyze the voice search scene in Portugal, identifying the voice search technologies impact on the Portuguese customer's life and understanding the main optimization strategies for digital assistants that Portuguese companies could apply. To this purpose, a primary data research was conducted, based on a mixed methodology. In a quantitative way, online surveys were distributed in order to identify how the Portuguese conduct their voice searches. On the other hand, on a qualitative level, interviews with marketers and SEO specialists were made, in an attempt to understand the essential voice search marketing strategies that could be applied by national companies. Through the main insights gathered from the literature review and primary data research, I developed a framework that explains how companies could develop an integrated voice search optimization strategy - "The 3 Dimensions of Voice Search Marketing". This diagram is based on 3 main components: voice SEO strategies, customized voice actions in Actions on Google, Alexa Skills and SiriKit console development and branding empowerment.
This research has voice search as its scientific area, within the search engine marketing ecosystem. Voice search is the term assigned to the context where a user uses his voice to conduct a search through a virtual assistant (Rehkopf, 2019). The urgency of this study derives from the paradigm shift in the way consumers conduct their online searches – switching from text search to voice search. Considering this market opportunity, I sought to analyze the voice search scene in Portugal, identifying the voice search technologies impact on the Portuguese customer's life and understanding the main optimization strategies for digital assistants that Portuguese companies could apply. To this purpose, a primary data research was conducted, based on a mixed methodology. In a quantitative way, online surveys were distributed in order to identify how the Portuguese conduct their voice searches. On the other hand, on a qualitative level, interviews with marketers and SEO specialists were made, in an attempt to understand the essential voice search marketing strategies that could be applied by national companies. Through the main insights gathered from the literature review and primary data research, I developed a framework that explains how companies could develop an integrated voice search optimization strategy - "The 3 Dimensions of Voice Search Marketing". This diagram is based on 3 main components: voice SEO strategies, customized voice actions in Actions on Google, Alexa Skills and SiriKit console development and branding empowerment.
Description
Keywords
Voice search marketing Pesquisas por voz Voice SEO Assistentes digitais Dispositivos inteligentes Search engine marketing