Voice search has taken over the search scene in recent times. This has become a convenience for numerous users as they can speak to their devices instead of typing keywords to obtain answers. As per PwC, at least once daily, 65% of 25-49-year-olds converse with their voice-enabled devices. Additionally, the speech recognition in our devices has become highly advanced and precise. Though voice search has been present for a while, the advent of voice assistants like Amazon’s Alexa, Google Assistant, and Siri has resulted in a technological breakthrough recently.
Voice Search Usage Statistics
Voice Search is adopted much faster by mobile users, with a probability of up to three times higher. Presently, approximately 31% of global mobile users make use of Voice Search at least once a week. More than half of the Voice Search users are aged below 18.
A Brief History of Google Voice Search
In 2010, Google Labs developed Google Voice Search which initially required users to call a phone number from their contact list and state their keywords to get search results on a blank web page. However, the functionality of Voice Search has since become more simplified and is now compatible with a variety of applications and products that can detect nuances in tone, pronunciation, and accent. As a result, Voice Search has become an essential component of the Google experience and its popularity is rapidly increasing.
Google Voice Search and the Hummingbird Update
The advent of Hummingbird by Google transformed the process of internet searching, including its vocal version. With Hummingbird in place, the search engine could detect semantic nuances in Google searches more effortlessly. Previously, Google algorithms had difficulty deciphering implicit meanings or user intent, but Hummingbird has overcome this challenge to a significant degree. Presently, Google can comprehend the intention behind ambiguous searches and deliver superior search results, which stands true for Voice Searches as well.
Integration with other Google products
Google Maps with voice search
Voice Search was initially introduced by Google for Google Maps on the Blackberry Pearl, predating its official launch on the search engine. Presently, it has been seamlessly incorporated into the application for a more convenient means of searching for directions while behind the wheel.
Google Mobile App with voice search
In 2008, Voice Search was initially added to Google Mobile on the iPhone. Then, approximately one year afterwards, mobile devices like T-Mobile’s MyTouch 3G had the one-tap Voice Search option, which is now a widespread and all-encompassing characteristic for numerous handset models.
How to Optimize for Voice Search
The essence of voice search optimization is akin to the traditional SEO, albeit with a more targeted approach. Discover how voice search marketing could transform the realm of digital marketing and what steps you can take to get ready.
Google Voice Search Prioritizes Featured Snippets
Voice assistants read the highlighted portion of your search query, known as the featured snippet, when you ask them a question. Featured snippets are top search results featured on Google’s SERPs (Search Engine Results Pages). It’s crucial to recognize the significance of On-SERP SEO in order to optimize your content effectively and obtain a featured snippet on Google’s search engine results page. Businesses need to consider a voice strategy and optimize their content for voice searches.
Tips to organize your content for SERPs using Voice Search SEO:
- Create content to answer specific questions
- Organize your content in a question-and-answer format
- Make sure to create high-quality content
As we move forward, the significance of featured snippets will increase, and the competition to secure a top position on search engines will intensify.
The Semantics of Search Will Change
Users tend to adopt a conversational tone when conducting voice searches. Unlike text searches, where they may type “Brooklyn weather,” users may ask “What’s the weather like in Brooklyn?” when conducting voice searches. They often phrase queries as questions, since voice searches are more natural and conversational. The semantics of search queries will thus take precedence, influencing the digital marketing landscape, and prompting marketers to re-evaluate the keywords they use in their content and marketing strategy.
To improve your SEO strategy, opt for longer phrases and provide direct answers to frequently asked questions by users. It’s crucial to take note of how your customers communicate. Brands and companies should consider the tone, vocabulary, and structure utilized in voice search during this era of voice search. Reviewing your content’s keywords to adjust to voice search will enhance your search engine rankings or gain featured snippets.
Voice Search Will Grow the Mobile-Friendly Environment
With the proliferation of mobile devices, people have expanded their search capabilities beyond desktops. The hands-free features of mobile gadgets have prompted mobile users, who are constantly on the move, to rely on voice search. Hence, voice search has become a practical tool for consumers to use in their everyday life, whether they’re driving or cooking.
As mobile users remain constantly active, voice search is set to remain the dominant feature.
To achieve success and stay competitive, brands and businesses need to prioritize mobile optimization of their websites and content. Adopting a mobile-first approach is crucial, considering that approximately 70% of consumers are influenced by a company’s mobile-friendly website when making a purchase decision. As a marketer, it is your duty to guarantee that your business’ interfaces, websites, and platforms are all well-suited for mobile devices.
Factors to take into account in order to improve mobile-friendliness:
- Improve your web pages’ loading times
- Incorporate vertical content and use a larger text
- Redesign pop-ups for mobile devices
- Resize buttons and CTAs (Call to Actions) for mobile
- Make information easier for people to find
In this evolving landscape, adopting a mobile-first approach is crucial to achieve success. Collaborate with your teams and design interfaces that are compatible with mobile devices to ensure you stay competitive.
Google Voice Search Will Place a Larger Emphasis on Local SEO
A large number of individuals using voice search tend to inquire about nearby places in their vicinity. For instance, they may ask about the nearest gas station or top 10 Italian restaurants in the area. It has been observed that almost 22% of voice searches involve searching for content based on the user’s location. Local businesses and stores should take advantage of this trend by developing a local voice search SEO strategy. Such a plan can help increase website traffic and eventually lead to more sales. To overlook local SEO is essentially a failure to capitalize on an opportunity.
BONUS: Digital Marketing Strategies
Whether you prefer to call it cross-channel marketing, multichannel marketing, or omnichannel marketing, the concept remains the same: interacting with your customers or potential customers through every digital channel and any device. The modern consumer moves smoothly between various platforms – email, social media, laptops, tablets, and smartphones – and it’s expected that your brand will be present at each stage, offering a cohesive, unified experience.
In order to assist you in developing a prosperous cross-channel marketing plan, detailed explanations of the commonly utilized digital marketing channels are presented.
Email marketing
One of the longest-standing and most renowned approaches to digital marketing is email marketing, utilized by B2B and B2C marketers alike. The process involves gathering customer data from different points in the customer journey, categorizing it to comprehend the interests of prospective customers, and eventually requesting their consent to join your email list(s).
Your emails can contain details on your products and services, updates on your company and events, tailored deals, accounts of customer satisfaction, connections to case studies as well as technical or business summaries. It is imperative to offer value to make certain that your emails are not disregarded immediately upon receipt. Personalized information and pertinent bargains can significantly enhance the level of engagement.
Video marketing
Video is a highly influential digital marketing avenue that people are enthusiastic about using. Whether for entertainment or research purposes, people love watching and sharing videos, as evidenced by over two billion monthly logged-in viewers on YouTube. Video plays a vital role in purchasing decisions for both B2B buyers and B2C consumers.
The use of video marketing increases brand recognition, enhances online traffic, and improves the likelihood of converting viewers into customers. For several years, videos incorporated into blog posts have been a key component of content marketing strategies employed by both B2B and B2C companies.
Social media marketing
Using social media can help businesses reach a particular and focused audience, as well as directly communicate with customers, potential customers, and partners. The choice of social media platform(s) should be based on the targeted audience. Facebook remains the most extensive social media platform globally. Twitter is still attractive to B2B buyers. Millennials and Generation Z consumers favor Instagram and TikTok, while LinkedIn is ideal for connecting with B2B buyers during the early stage of the buying process.
Marketers need to constantly adjust their digital marketing strategies to take advantage of each new platform that arises. One notable example is TikTok, which only came into existence in September 2016 but now boasts more active users than LinkedIn, Twitter, Pinterest, and Snapchat.
Text messages (SMS and MMS)
Text messaging is the second most direct way to communicate with customers after email marketing. However, similar to social media, messages should be brief in order to achieve impact. Marketing teams can use either text-only Short Message Services (SMS) or multimedia messages (MMS) that may contain videos and gifs.
Content marketing
Customizing your message is possible through content marketing, enabling you to cater to varying prospects and customers. The level of personalization in your content would determine the likelihood of it captivating and retaining an individual’s interest. Nevertheless, you need to ensure that your content is relevant to your intended audience’s desires and intentions while offering them value to ensure their active participation and conversions.
Various forms of content such as email copy, landing pages, infographics, ebooks, business briefs, banner ads, videos, text messages, commercials, newsletters, press releases, blogs, articles, and digital postcards can be utilized across different channels. However, it is essential to maintain a consistent voice and message in all your content.
SEO and PPC (or SEM)
Paying for each click on a particular link is what is meant by pay-per-click (PPC) advertising. This type of advertising is offered by various search engines and social media platforms. Your targeted and potential customers will view the PPC ads in their feeds.
SEM, which is a form of pay-per-click (PPC) advertising, can have a significant impact. It requires paying a search engine to display advertisements (includes copy and a link) in a prominent location when users search for certain keywords.
Website design and marketing
The initial interaction potential customers have with your brand and company is frequently through your website. Exceptional web design can facilitate uniform branding across all digital channels, enhance search engine optimization, deliver a pleasant user experience, and increase the rate of conversions (more clicks, sign-ups, etc.).
Display advertising
To reach a larger audience, marketers have the ability to showcase targeted advertisements on external websites. These advertisements may consist of banner ads, video ads, sidebar boxes, and interactive ads which redirect visitors to a landing page or one of your websites.
Affiliate marketing
A considerable number of bloggers and influencers on social media use their platforms to endorse various products and services, making them affiliate marketers. This form of marketing is contingent on performance, with affiliate marketers receiving a commission for every product they promote. The sum they earn is commensurate with the extent to which they attract visitors and customers.
Advertising
Over the last few years, there have been significant shifts in traditional advertising formats. Advancements in technology have enabled more precise targeting of media buys, especially with the emergence of new TV platforms like Netflix, Hulu, and YouTube. However, it’s important not to underestimate the continued popularity of network TV and radio. Despite the rise of other forms of entertainment, many people still tune in to broadcast TV and listen to the radio.
