29 Oct Voice Search – What should Marketers Consider?
You might feel exaggerated by watching people having a casual talk with PCs in the 1987 American TV serial “Star Trek: The Next Generation”. That is all going to happen in the near future, it seems, with the new inventions in the technology. And yes, I’m talking about Voice Search.
Voice Search — This is a common jargon of every Netizen in present days. When your hands or eyesight is occupied with other tasks, it might be carking to type on your phone to do an internet search. In such a case, voice search is really an amazing solution. Especially, when you are driving a car, it would be effortless operating your mobile phone.
Obviously, people are inclining towards this complacent feature. And it seems there would be great changes in the digital marketing world due to this. Let us see some projections and forecasts of digital marketing with this regard.
Voice search is very easy to use when compared to typing. Just notice that you can speak up to 150 words in a minute, whereas you can type only around 40 words. That means you can make your search faster. This voice search is very useful for Internet of Things (IoT) where you cannot use a keypad. For a Google app, a phrase “Ok Google” followed by your query is enough to wake up the voice assistant. Citing all such reasons, voice search is becoming the new search tool. So far, there are several personal voice search assistants like Microsoft’s Cortana, Google Now, and Apple’s Siri.
Usage Stats of Voice Search:
As of 2014 stats, 55% of teens and 41% of adults were using the voice search. Sundar Pichai, Google’s CEO, has revealed that 50% of the search queries are from mobile devices, and a 20% of those are made via voice search. Voice search brings Google to wherever you are — be right at your desktop or doing exercise. And it is predicted that by 2020, around 50% of searches would be via voice search.
As per a survey conducted in September 2015, 43% of the respondents say that voice search is quicker than using an app or going to a website. Whereas, 38% of them say that it is more fun than any other search tool. Here in the below graph, you can see the data of the survey.
What is this Voice Search Capable Of?
Now, voice search is capable of many things that give flexibility in making a search. It can:
Accept Spelling Corrections:
When Google gets you unrelated results, you can spell your query so that it can get you the proper results. For example, if you want the images of “wales” and ask the same, it may show the results for “whales”. Then you can clarify it by spelling the word “w-a-l-e-s” and it will show you the results properly.
Show results related to what has been searched before:
Suppose, you want to know where Taj Mahal, is and searched “where is Taj Mahal?”. Later you want to know many things about it. Then you need not say “Taj Mahal” again and again. You can simply speak like “When was it built?”, “who built it?” etc. Here, google can understand that ‘it’ represents to ‘Taj Mahal’.
Understand the Location as Per the Context:
It can understand the location as per the context. For example, if you are in a museum and search for “how far is the airport from the museum?”. Then it can understand that museum refers to the place where you are now and shows you the results as per the query.
Give Results for What you See On-Screen:
If you are reading about Donald Trump on the wiki and asks Google to show images of Trump. It can understand the context and shows up the images of Donald Trump.
Understand the Context of You:
It can give information about things related to you. You can ask simply ”where is my office?”. It can understand that ‘my’ refers to ‘you’ and shows up the results related to you.
What would be the Effect of Voice Search on Digital Marketing?
This is clear that drastic changes are occurring in the way people searching on the internet. So definitely, there would be a great impact of voice search on digital marketing. Especially the segments of digital marketing like SEO and SMM are under the radar of the voice search. Nearly 50% of social media users are using voice search while researching products. So marketers need to concentrate mainly on their content strategies.
Effect on SEO:
With the voice search, the query length is much affected thereby impacting the SEO.
The above graph shows the comparison between the query lengths of voice searches and text searches. Text searches are more concentrated around 2-3 words and the long-tail keywords are not much used. In contrast to the text queries, voice search queries are long-tailed. Even you can observe with yourself. If you are typing the query just type “Google CEO” whereas you would say “Who is the CEO of Google?” when talking to the personal assistant device.
This is going to show a great impact on the businesses which are concentrating on keyword based content only.
Effect on Local Searches:
Observing the voice queries, most of the queries are related to the local searches. Mostly, people use the voice assistants to get directions or know the nearest businesses or nearest places to visit, etc. all that are need of the time for them and in their locality itself. So, local businesses can be benefitted from the voice search if they optimize their business for it.
So marketers should make new content strategies. They need to make content that is useful to the users for their regular needs. Even social media sites are planning to make voice assistants. Facebook is about to launch “M”, its personal assistant. Then, the search for products on social media would be via voice search only. So, it is the right time for marketers make changes in their content strategies and optimize for voice search.
How to Optimize for Voice Search?
There are some practices that marketers should consider for voice search optimization.
Concentrate on Long-Tail Keywords:
In the voice searches, we generally use long-tail keywords. For example, you would simply type “weather London” if you are making a keypad search. But, you would speak the complete sentence “what is the weather like in London?”. So, it’s time to focus on long-tail keywords.
Make Use of Schema Markup:
If you are not using schema markup for your website, consider using it now. This HTML code will help search engines understanding the context of your content and showing up on the results page for normal searches. So, it will optimize your website for voice search.
Provides FAQs on your Website:
Generally, people use the voice search to know something. So, they make a question starts with ‘who’, ‘when’, ‘what’, ‘why’, ‘where’, and ‘how’ and want a direct answer. To fulfill their needs, you need to add a FAQs page to your website. So that, search engines can find your website when a search of that kind made.
Know the Way Your Customers Converse:
Make telephone calls to your customers and targeted users and ask them some simple questions related to your business. And record the answers in their own words. Primarily focus on the keywords that your customers use.
The evolution of content has already been started. Smartphones are no more a hot topic. Now, this is the era of voice search and personal assistants. It would be better businesses considering their content optimized for mobile voice searches as well as the home devices like echo and Google Home. Google has stated that Voice Search would be available as a paid format in the near future. Google is considering a home assistant device that could easily serve up both paid and organic voice search results.
Voice search seems like a new challenge for marketers and they all should be ready to face this. They should consider modifying their content strategies right now if haven’t started yet.