While your marketing plan might encompass different types of platforms such as social media, google advertisements and mobile optimization it is also important to consider voice search. While most people focus their marketing on desktop and mobile searches, they fail to realize that voice search is growing in popularity and it is becoming more crucial than ever to include it as part of a marketing campaign. Voice search is only going to grow more important over time and marketers need to start developing their voice marketing strategies now to stay competitive.
Internet trend reports show that 20% of mobile searches were made using voice search in 2016 and that number only continues to rise. With new products and more refined technology, digital assistants are becoming a more typical and frequently used household item. Companies like Apple, Microsoft and Amazon all have their own versions of digital assistants that deliver information to users quickly and effectively.
Technology companies and retailers are noticing the growing trend and starting to take advantage of voice search popularity. Companies like Walmart are providing options for customers to shop using a digital voice assistant. As retailers recognize the importance of voice search, businesses need to incorporate it as a part of their optimization campaign for better marketing results.
Optimizing for Voice Search
Now that one in five searches are made using voice search, it is part of the average person’s daily life. SEO marketers may already realize that optimizing for voice search is slightly different than optimizing for a traditional search. That means they will have to adjust elements of their strategy if they want to reach people doing a voice search.
By 2020 voice searches are expected to account for 50% of all online queries so that means some serious changes to the way marketers optimize. Voice search assistants such as Siri or Alexa keep track of the way people search and their personal data in order to deliver customized user experience. People often prefer how quickly they can search for something and get the information they need.
One of the reasons that voice search optimization is different from traditional SEO is related to the way people search for things using their voice. Since people can simply talk to their voice assistant instead of typing in questions, they tend to use more natural language. That means your usual keywords and phrases might not be effective for voice search because they don’t reflect the way a person would ask a question out loud.
As people shift to voice search more often than typing out their queries, marketers will need to adjust their keywords to include question words such as “why, how, what and where”. While these are usually omitted from a typed in search, they are more often present in a voice search. Marketing specifically for voice search with these terms will mean that your business will be available as one of the results when someone asks their personal assistant for a product or service related to yours.
Being Available to Customers
One of the positive things about voice search is that people tend to use it when they need something specific and immediate. People are more likely to use a desktop search for something that they want to research and spend some time looking into. A voice search helps them make a quick decision about an item they need to buy or some relevant information.
People involved in a voice search are more ready to make a purchase than those researching information on a desktop. They are looking for products or services that they need in the moment such as a nearby restaurant to order dinner or some household supplies that they need to replace. Optimizing for voice search means that your company will be at the top of the results when customers want to make a purchase.
As more and more people begin to rely on digital assistants and other voice search options, businesses will need to make sure they incorporate strategies for voice optimization so that they aren’t left behind. Only optimizing for desktop keywords means you are missing a significant portion of the searches that could potentially bring customers directly to you. Focusing at least some portion of your marketing strategy on voice search could mean bringing in new customers on a regular basis.
Marketing online is so competitive it is important to always stay ahead of the game and voice searches are the newest trend that is likely to become a staple of internet advertising. Spending some time and investing in voice search optimization will help you reach more people and gain more loyal customers. When your company comes up in the results of a voice search you will be able to quickly increase brand recognition and sales as well.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.