In today’s digital era, voice search is becoming an increasingly famous way for people to explore for information. With the start of smart speakers like the Amazon Echo and Google Home, voice search is becoming more dominant than ever before. Over 30% of mobile users use voice search more than once weekly. This has made voice search one of the fastest-expanding trends in search optimisation.
As a result, companies need to adapt their digital marketing strategies to account for this trend. We will discuss how voice search is transforming the digital marketing landscape and how companies can adjust their plan to take advantage of it.
What is voice search?
Voice search is a way of exploring the internet through speech. Through Artificial Intelligence technology, a device identifies a user’s voice, runs the question through a search engine, and then produces a search result. Consumers can employ voice search for anything from questions to shopping. With over 95% correct results, it’s no surprise that users are attracted towards voice search.
SEO strategies for voice search
Google unleashed Hummingbird in 2013. This update was the first to adopt voice queries within the search engine. The algorithm has persisted in adapting as technology has developed to deliver better-quality results.
As a result, brands should re-evaluate content possibilities to reach new customers. Here are some SEO initiatives and digital marketing optimisations that will help companies thrive in a world of voice search.
- Focus on intent
Creating quality content has become highly more important than getting the right keywords. Voice searches are more casual and organic when compared to text queries. This has pushed search engines to prioritise intent to deliver the right search results.
- Create brief content
Voice users are constantly on-the-go and get their search results back to them in real-time. Google prioritises fast and accurate content for the user, frequently reading out the top search result. As a result, apprehending SERP features like featured snippets has become more critical for companies.
- Answer common questions
Voice search users treat their search like a discussion. They’re more likely to dig in a question format. Companies can answer common questions about their product and service to reach more new users. Brands can get many users through voice search by leaning on marketers acquainted with the optimal strategies.
The impact of voice search on digital marketing
The transition to voice search means the content devoured is also changing. Search engines are more likely to be attracted to audio content. This is an excellent opportunity for growth in digital areas of marketing, such as video and other multimedia content.
More users are helming the digital world on their phones than ever before. Over 25% of voice searches are now being performed on mobile. The demand for mobile-friendly websites has also increased over the last few years. As a result, companies will need to ensure their marketing actions are optimised for a mobile-first experience.
The future of voice search SEO
Google is expected to roll out modernised technology to adapt to the phase-out of cookies at the end of 2022. Companies should expect to make more changes to continue getting engaged audiences. The cookie-less future means companies must adjust how they bond with users through their customer journey.
Voice search is like having discussions with your customers. Understanding and bonding with customers have become more critical than ever before. As the changes continue, companies can thrive in this new environment by leveraging digital marketing experts to adapt their strategies toward voice search.