Subject areaChannels and tools
A smart speaker is an Internet-connected speaker that listens and answers by voice through a digital assistant: you ask for the weather, a song, a reminder, and it does it.
The most common are Amazon Echo with Alexa, Google Nest with Google Assistant and Apple HomePod with Siri. The Nabaztag, on sale in France from 2005, was one of its forerunners.
For marketing, the smart speaker changes the shape of search. By voice there is no results page to scroll: the assistant picks one answer and reads it out. It follows that what counts is being the source of that answer, which is the same problem as GEO, optimisation for generative engines, and zero-click search, where the answer arrives without a visit to the site.
An example
An industrial cleaning products company finds that customers ask out loud "how do I dilute a concentrated detergent"; it writes a short, direct answer on its website, suited to being read aloud by an assistant.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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