Voice search: new eldorado for restaurateurs?

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Today voice search, connected devices and other chatbots are gradually taking over the lives of consumers and transforming research habits. For next year alone, the use of voice-activated devices is expected to increase by 120% and no less than 50% of voice and video searches will be by 2020.

This new way of looking for information impacts the way consumers choose a restaurant. For example, 68% of them search for restaurants by type of cuisine rather than by establishment name. It is now essential for restaurants to optimize their presence on search engines. But also learn to better manage their digital information for better visibility and be easily accessible to consumers.

The search is in the details

In the world of voice assistants and connected devices, the digital presence of a restaurant extends well beyond its website. It's about being identifiable everywhere and by everyone. Information such as address, opening hours or menus must be accessible on all digital services (search engines, mapping tools, social networks, voice search …) to come out at best during searches .

Mobility and instantaneity are the new mantras of the modern consumer. In fact, half of consumers are most likely to search for a restaurant while they are already on the road, and research on an "open at this time" establishment is on the rise. Consumers now expect search engines to take into account the relevance, the distance or the reputation of the establishment for each search it launches.

However, beyond the factor of immediacy, it is important for the consumers to have all the information even before entering the restaurant: prices, menus, specialties, specificities, allergies, accessibility, services … They will be more inclined choose an institution that will provide detailed information upstream. It is therefore essential for restaurants to optimize their digital information in order to appear more easily in the results, especially as 63% of searches result in a visit to the restaurant during the day.

The detailed and accurate criteria that interest consumers are the key to optimized SEO. Smart services today need this information to meet consumer demands, and restaurants need to ensure that digital information is organized and accessible.

Advantage to fast food

As consumer search habits evolve, decision-making is also accelerated. With a direct correlation between the speed of service and the choice of a place, the impact on fast food is immense. Unlike gourmets, who are characterized by a lower engagement rate and longer search times, consumers who want a fast service prefer convenience and proximity, and make their choice based on the results of their research. . It is therefore crucial for institutions to be able to reach consumers looking for a restaurant when they are the most attentive.

Intelligent as the search tools using AI, they remain dependent on the wealth and reliability of the information provided by the brands. To make things easier, restaurants must ensure that their cards are accurate and up-to-date. The number of searches for restaurants that are not part of a chain is growing and consumers will be more likely to opt for a restaurant that provides them with detailed information on specific aspects, such as their menu. This information must be structured and optimized to appear in searches. By indexing their menus and other features, restaurant owners will be able to optimize their listing with terms already used by consumers.

For greater flexibility and optimized management, conservators must manage their structured data from a single central system. In doing so, the chains will be assured of the coherence of their information on all the intelligent services, on their web site, on their mobile application and on any other points of digital contacts to come. This unified base ensures the accuracy of the details needed to choose a restaurant and – more importantly – that they are presented to consumers when they need them, regardless of how they search.

In the restaurant sector, the competition to attract consumers is increasingly complex. More than ever, restaurants need to optimize the online customer experience. A new challenge to transform research into booking.