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Voice search in Digital Marketing

By Deepthi Raghunath, Posted on December 5th, 2019

In Digital Marketing, digital marketing strategy

12
Voice Search in Digital Marketing

“Hey Alexa, Can you order more paper towels?”

“Hey Google, how late is Starbucks open?”

“Hey Google, when’s my next appointment?”

Voice search has been leading the search landscape. When was the last time you went a day without using voice command? Voice search is no longer the next big thing in business.

Speaking into devices instead of typing keywords into a search query to receive answers- Is a convenience to many these days! Widespread adoption of voice search technology is one of the significant developments impacting the digital marketing world.

Voice Search Statistics

  • Gartner predicts by 2020, 30 percent of web browsing will be screenless
  • 20 percent of mobile queries are voice search, says Google
  • Smart Speaker Market size is set to exceed USD 30 billion by 2024; according to a new research report by Global Market Insights, Inc
  • Voice Shopping set to Jump to $40 Billion by 2022, rising from $2 Billion Today (According to OC&C Strategy Consultants Study)
  • 65% of 25-49 year old speak to their voice-enabled devices at least once per day according to PwC
  • According to GeoMarketing, smart speakers are not just devices, but part of a lifestyle for many people
  • Google says consumers are open to building relationships with brands via voice channels

So how does voice search affect your business? 

In case if you have not already adopted voice search then you may want to rethink. ComScore forecasts that by 2020, 50 percent of all searches done online will be carried out via voice. Is that not an eye-opening enough for you? The rapid and continuous development of technologies is altering the environment in which the company exist. It is now evident that voice search is an innovative touchpoint that is emerging into recognition by customers.

The uniqueness of voice search is that it features a human-like relationship feel like they are speaking to another human being or one of the pals. Questions are asked by them rather than typing keywords. The voice assistant aims to give the fastest possible response, which means that you need to respond by decreasing the loading time of your content. A large percentage of users will use their voice assistant to find more information about local businesses.

Businesses- start paying attention to how your consumers talk. This means taking into account two things:

  1. The common words  used by consumers while making voice search queries
  2. The way consumers phrase their question

Voice Search Is Changing SEO

The SEO strategy game is based on quality, quantity and distribution of content. In case a user is looking for a specific piece of information, Google usually pulls the content that best suits the users intent. However, when it comes to looking for a local service provider, results are more focused based on:

  • Relevance and accuracy of the content in relation to the user’s search
  • The prominence of the location– How commonly searched and well known that location is
  • Distance – How close the listing is to the user who searched for it

If you’re typing a search into Google that says, “painters Gaithersburg,” it will pull companies having the most optimized local SEO profiles (verified, completely filled out with accurate information, given a high number of positive reviews, supplied with current photos, etc.).

However, if you are doing a voice search and say, “Hey, Google, I need a painter from Gaithersburg,” Google will use your current location and pull results from Local Services before pulling organic. Soon, you’ll have a list of nearby painters in your email inbox.

People search on Google many times, but it doesn’t mean that they are planning on buying anything. However, when it comes to voice search, people are already planning to buy something or use a service (e.g., searching “movie theatre times near me” while driving around town on a Saturday evening).

From search intent to local SEO, there’s a lot to manage when it comes to optimizing for voice search. Seek out voice search optimization services and solutions and work to build out an effective voice search strategy that will help build your brand in the long-term. Instead of using short keywords in your SEO strategy, make use of long-tail keywords and direct answers to users’ most common questions.

 Voice search will introduce some of the biggest changes to digital marketing!

  • Upsurge the value of Position Zero

Digital marketing strategies already targets the Position Zero spot. When you rank in Position Zero, you maximize your online visibility to users. Due to the role of Position Zero in voice search, analysts predict that the value — as well as potential return — of Position Zero will only increase. With its increased worth, the competition will only surge for Position Zero.

  • Featured snippets

When you ask a voice assistant a question, they will read the featured snippet of your search query. If you’re not too familiar with featured snippets, they are search results that are featured at the top of Google’s organic results on SERPs (Search Engine Results Pages)

  • Maximize the value of artificial intelligence

Digital marketing companies, plan to apply the power of artificial intelligence (AI) when it comes to adapting to voice search. With AI, plus machine learning, businesses can compile and analyse a tremendous amount of data for actionable insight.

  • Prioritize the semantics of searches

When users are using voice search, they often use a more conversational tone. users are more likely to phrase queries as a question. Since voice searches are more conversational and natural in nature, it will prioritize the semantics of search queries. As a result, this will affect the digital marketing landscape and marketers will need to re-evaluate the keywords used in their content and overall marketing strategy.

  • Grow the mobile-friendly movement

Voice searches happen on voice-enabled speakers, voice searches occur most often on mobile devices and tablets. That’s why businesses need to create a mobile-friendly website, as well as web design for consumers using voice search.

  • Build the value of local SEO

Voice search will increase the importance and value of local search engine optimization (SEO), which is essential for businesses not only to improve foot traffic but also sales.

Over to you!

Taking into consideration the fact that 20 percent of searches from the Google is now achieved by voice, you can bet that voice search is on the rise in the advertising world, and it will not stop soon. Your mobile footprint is essential to keep your business competitive. As we continue to move away from conventional search tendencies, the way you approach your marketing strategy is more significant than ever before.

Deepthi Raghunath

Well-known as a “Bengali in Sweans” due to the usage of Hindi in my talks I love creating and managing digital content to build relationships for organizations and individuals. Rest assured, my clients are always my priority.

Showing 12 comments

  • princehidm
    Reply

    Thanks for writting a useful blog post voice search in digital marketing its too good to know about it as mentioned above, it takes time to know the ins a voice search in digital marketing.

  • mahesh kumar
    Reply

    Hi, DEEPTHI I am a tech enthusiast just as you and I must tell you I thoroughly enjoyed your blog and I relish the information it gave me on digital marketing.

    • Sweans
      Sweans
      Reply

      Hey Mahesh,

      Its good to know that you are enjoying our blogs. Thank you.

  • Harsh k
    Reply

    Very informative post, thanks for sharing such knowledgeable posts, I really like your all post, it helps to the all Digital Marketers to improve their knowledge.

    • Sweans
      Sweans
      Reply

      Thank you so much for your words. This is the real motivation we get from our readers.

  • Make Digital
    Reply

    Such a great blog about digital marketing. Everyone should follow this blog.

    • Sweans
      Sweans
      Reply

      Thank You for your valuable comment

  • The Cool Blogger. com
    Reply

    The information on your blog is really useful!!
    Something I would like to add is how important a website’s FAQ page is when it comes to Voice Search.
    It would be really useful if you redesign your website’s FAQ section strictly based on long-tail keywords.
    That’s where voice search based consumers are the most active.
    This can hugely increase your chances of landing in top results, as it’s very likely that a voice searcher would search the exact question or something very similar to it.

    • Sweans
      Sweans
      Reply

      Thanks a lot.

  • Roy Wilson
    Reply

    Thanks for sharing such a fascinating and informative article on voice search in Digital Marketing. I must say, voice search technology has a huge impact on the world today.

    • Sweans
      Sweans
      Reply

      Thank you Roy. Your comment matters a lot.

  • sangeethalimra
    Reply

    Your blog is very nice and we hope you are providing more information in future.

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