What kinds of technology investments should marketers make to tackle this new playing field? DF: Things that were optional just a few years ago are no longer. Being compatible with mobile devices is a requirement. Being safe is quickly becoming a differentiator. Marking your content is no longer a good thing to have. Every day, the adoption of these technical elements increases, which means that the rules of the game change. If a search engine suggests that a protocol is worth using, it's worth paying attention to.
Things like Schema markup help an engine build trust in your website and content, so take advantage of that. Being safe shows an investment in consumer protection, again an area that engines prioritize and actively support. And if you really want to walk a jewelry retouching servicemile for your customers, to really know what their journey is like, you'll be buying the leading voice devices on the market today. Install them and use them all day, every day. This practice will uncover new features and highlight new opportunities to align you with the customer journey.
MR: What kinds of people investments should organizations make to compete in a voice-first world? DF: It is very likely that a company already has the skills it needs. If they have an SEO person or team, they're off to a great start. However, to really take advantage of new environments like voice and visual search, you need someone who has a broad understanding of emerging opportunities, has the reach to influence across and within your business, and can offer advice based on experiences in distinct fields. .