Were you aware that 30% of searches are carried out sans a screen? Curious about how that’s possible? The explanation is straightforward – voice search. The residence is quickly being dominated by voice-activated gadgets and intelligent search technologies.
This brings about the necessity for increased Google voice search promotions and integrations in order to optimize efforts and maximize website traffic for brands.
Performing daily voice searches to find local stores, answer questions and learn has become increasingly popular among people. Although it’s still a developing area, establishing your brand as a market leader can propel you towards success quickly.
In order to improve their marketing campaigns for these novel search methods, brands, agencies, and marketers should gain a deeper insight into the complexities of the technology and how to make the most of it.
Voice Search
Voice search is a cutting-edge technology that aids in conducting verbal searches using a device that has been enabled for it. A growing number of users are opting for voice as opposed to traditional methods of search due to the convenience these devices provide.
There are several instances of voice search, such as:
- Asking Siri to find a local restaurant to eat at for dinner
- Asking Alexa to search for a product, service or brand online.
- Using Google smart devices about local shopping deals.
Included in the category of voice-assistive tools are:
- Smartphones
- Amazon Echo devices
- Google Home devices
- Cortana-enabled devices
- Siri-enabled devices and more.
There are clear dissimilarities between voice search and standard search techniques, primarily that voice search is spoken rather than typed. Moreover, the intricacies surrounding how voice searches are performed and the devices employed introduce added complexity that can pose a challenge for marketers striving to achieve top ranking for these types of inquiries.
Frequently, smart device searches involve lengthy queries that culminate in inquiries rather than individual keywords. As a result, the marketing and SEO approach must deviate from conventional methods.
How Does Voice Search Work
The intricacy of voice search technology lies in its use of sophisticated techniques such as speech recognition and natural language processing (NLP) which operate in tandem to facilitate artificial intelligence. This collaboration allows the system to comprehend and make sense of the voice queries inputted by users.
Whenever you talk into a gadget like a smart speaker or a smartphone, the microphone captures the sound waves and converts them into digital signals while also filtering out background noise and solely focusing on the voice command.
By analyzing digital signals, a speech recognition algorithm distinguishes particular sounds and associates them with phonemes or sound units found in a language. The algorithm then integrates these phonemes to create complete sentences and words.
After the speech is converted to text, NLP algorithms come into play to comprehend the essence of the words. These algorithms scrutinize the query’s context, the user’s exploration history, whereabouts, and other pertinent information to deliver precise and useful outcomes from third-party sources like Google.
Although the voice search procedure includes various stages, its outcome is a speedy and convenient method of handsfree information search through vocal commands alone. Looking forward to the future where an escalating number of individuals access information and regulate their households through mobile devices and smart speakers, voice search will gain more prominence and popularity, especially in the year 2023 and beyond.
Voice Search Optimization Best Practices
The global voice recognition market is expected to reach $27.16 billion by 2026, which means that brands and agencies need to prepare for a surge in demand for voice search optimization. To maximize the benefits of this service, it is crucial for brands and agencies to adhere to some vital best practices for voice search optimization.
1. Reoptimize for Long-Tail Keywords
To begin with, conducting a thorough SEO analysis is essential. This will help identify the most applicable keywords, not only for traditional searches but also for voice searches. The primary variation between the keywords utilized for conventional and voice searches is their duration.
In comparison to 2008, voice search queries have increased by 35 times, therefore, brands should now incorporate more long-tail keywords into their content. Additionally, various important phrases rising to the uppermost position involve inquiries. Therefore, to supply solutions to these inquiries, the content ought to be more illuminating and insightful.
To optimize for voice search, selecting appropriate keywords is the initial requirement. Keyword usage is crucial in both SEO and voice search optimization. The goal is to identify relevant keywords that can generate valuable leads for your listing.
Similar to SEO, it is advisable to target long-tail keywords for your campaign. These consist of keywords containing three or more words such as “Harrisburg, PA Mexican restaurant” and “recipe for chocolate chip pancakes.”
Using these keywords in your campaign can be more beneficial as they can attract potential leads that are of higher value to your business. Due to the nature of voice search, people are prone to using longer phrases when searching, therefore, making long-tail keywords more suitable.
When selecting your keywords, it’s important to take into account how your audience phrases their inquiries. It’s imperative to concentrate on how individuals verbally communicate and pose questions to their voice-enabled devices. As people speak differently than they type, you must take into consideration varying word choice and phrasing.
An individual could enter the keyword “chocolate chip pancake recipe” into Google, whereas through verbal search, they might ask “Hey Google, what is the finest chocolate chip pancake recipe?”
Occasionally, individuals express themselves in a distinct manner when using voice search compared to when typing. To illustrate, a person might type “Sheetz near me” on Google, yet in voice search, they could ask “Where is the nearest Sheetz?”
Although they share a common objective, the two searches are expressed differently, with the latter using natural language. Verbal searchers tend to use phrasing that comes easily to them.
When optimizing your campaign, it’s essential to consider that using natural language makes up 70 percent of all Google voice searches. Failure to do so may result in missing out on potential leads.
2. Optimize Your Content for Local
Brands must not only incorporate lengthier keywords but also enhance their local influence as 76% of individuals who use smart home speakers perform local searches at least once per week, with 53% conducting daily searches.
Require further persuasion?
Voice searches for mobile devices are more likely to be focused on local results than text-based searches, with a threefold increase. Users primarily utilize voice searches for speedy access to information that impacts them, which typically involves locating nearby stores, eateries, and merchandise that they can conveniently retrieve.
Thus, it is imperative for brands to conduct research to identify the locations and local identifiers that are being searched for, enabling them to optimize their outreach through relevant local content.
3. Consider Adding an FAQ Page
Simply put, having a greater amount of content on your website increases the chances of it being detected by a voice search. Due to the growing number of inquiries made via these devices, it is advisable to allocate a whole page to these extended keyword phrases.
Activate reported that the US had around 21.4 million smart speakers in 2020. It is crucial to enhance the material on your website to make it worthwhile and beneficial for listeners conducting voice searches.
It’s important to maintain the balance achieved from a successful SEO plan and avoid jeopardizing it by excessively incorporating keywords into your content where they do not belong, as it can have a negative impact on your ranking.
In order to construct an FAQ page, it is important to anticipate the types of questions that your target demographic may inquire. Consider various topics that pertain to your enterprise. What are the probable queries that your intended audience may pose? For instance, if you manage a shoe shop, here are a few examples of inquiries that individuals might have:
- What kinds of shoes do you carry?
- How much do your shoes cost?
- What are the best hiking shoes?
- What brand of shoes are the most comfortable?
- How do you waterproof shoes?
Answering some of these questions can aid in integrating crucial keywords, thereby increasing the chances of appearing in appropriate voice search results. For instance, if you include a response to the query regarding the waterproofing of shoes in your FAQ, the brief paragraph may surface in voice search outcomes when an individual inquires about the same.
Creating an FAQ page for your business can serve as a focal point for shared information. It enables you to include significant keywords and furnish useful details that enhance your possibility of featuring in voice queries.
Beginning anew and dedicating sufficient time to producing novel content that deals with these inquiries fluently and efficiently is therefore preferable.
4. Don’t Forget Mobile
Global Web Index reports that one out of every five adults use mobile voice searches on a monthly basis, making up 20% of all mobile searches.
Not only are individuals relying on their Amazon Echos for voice searches, but they are also utilizing their mobile phones. Therefore, it is crucial to prioritize a mobile-centric approach for your marketing, design, and development endeavors.
The importance of user experience cannot be overstated. When a user uses their phone to perform a voice search, the search engine will direct them to a website. However, if that site doesn’t meet their expectations in terms of appearance and functionality, they will likely leave.
5. Optimize for Different Speakers
There are many smart speakers available from different companies, each offering a unique voice search experience and distinctive operation. To ensure that you can make the most of these devices, let’s take a closer look at each one.
- Google Home: The Google Home Series focuses on pulling results from the featured snippet and local SEO 3-pack. If you want to reach these leads, focus on providing your audience with valuable information and filling out your local listing.
- Alexa: Alexa draws its information from Bing. You’ll want to focus on optimizing for Bing Places and aiming to get the featured snippet position. It’s also important to focus on optimizing your Yelp profile as well.
- Siri: Siri pulls information from Google’s search results. Again, you’ll want to focus on earning the featured snippet and optimizing for the local SEO 3-pack.
Optimizing for these three highly favored voice search devices can significantly contribute towards profitable conversions for your business.
6. Create Content
In 2023, incorporating content creation into your voice search optimization strategy holds great significance. This practice not only increases traffic to your website but also enhances the visibility of your data in voice search requests.
Continuously, your audience is in search of information and solutions to their inquiries. Your content can provide an avenue for you to impart your expertise to your audience and assist them in their learning. This can facilitate the development of trust and the establishment of your credibility in your area of specialization.
The usage of content provides great assistance to individuals during various stages of the buying process. The buying process generally involves the following steps:
- Awareness: Becoming aware of a need for a product
- Interest: Browsing different companies to see who offers the best product
- Evaluation: Analyzing the options to find the best product
- Purchase: Purchasing the product from the best option
You have the ability to produce content that covers every stage of the journey. You have the capacity to increase people’s understanding of why they require a particular product or service, present them with different options, and encourage them to select your business.
Producing content is a way to ensure that your information is included in voice search results, and it also offers your audience valuable knowledge, resulting in increased business leads.
Voice Search and Its Impact on eCommerce
In 2023, sales from voice commerce are expected to reach $40 billion, indicating a significant potential for eCommerce brands to tap into the voice search market. Consumers utilize these devices to obtain information, gain insights about products and services, and make purchases.
Currently, only 5% of consumers engage in voice shopping, but it is anticipated that by 2023, this percentage could rise to 50%. Furthermore, 22% of smart speaker owners in the United States have already made purchases using their devices. These statistics are expected to change significantly as brands begin implementing voice search best practices, such as those outlined above.
A comprehensive digital experience that is consistent and unified across all devices and channels is what consumers desire. This includes Google voice search experiences, and failure to appear in such searches will result in a loss for brands.
