How will voice search optimisation aid or limit digital marketing? An End-User Perspective

The most recent advancements in artificial intelligence (AI) and machine learning have had a huge impact on how consumers use their smart gadgets and search the internet in general. Voice assistants (VAs), such as Amazon's Alexa, Google Assistant's Google Assistant, Apple's Siri, and Microsoft's Cortana, are computer programs that aid users by answering queries and carrying out tasks. When compared to text, voice appears to be more natural, faster, and better positioned to take over the internet from within people's personal space. Because it is reasonable to expect that voice assistant users will impact the whole marketing climate, it can be said that the climate will move in their favour. Customers are set to see a huge change in how they interact with companies. This dissertation explores search engine optimisation as a marketing tool, examines how search engine is moving from traditional search towards voice search, investigates the current usage trends of voice search in Ireland and its impact on digital marketing, and explores limitations of voice-based search. The research methods consisted of the collection and analysis of empirical data. The research was based on a survey of 271 participants using a survey via Google forms. The findings from this research show that the voice search devices and software are routinely used by the population. The majority of people who use them are utilizing them for personal purposes rather than doing shopping. Only a small percentage of users use them for commerce. At this point, there is no cause for alarm for marketers. However, they should be ready for anything