We keep hearing about voice search because, let’s face it, it’s a game changer in many respects.
With more consumers using their voice to drive search engine results, marketers need to stay ahead of the curve. At some point in the not so distant future, marketers will have to adjust their SEO strategies to satisfy voice search. We know, one more thing for digital marketers to obsess over, but fear not. We’re here to help!
To start, marketers will need to utilize a more casual or conversational approach in search phrases. Your brand’s SEO keywords will need to sound like how people actually speak not how they traditionally search via desktop or mobile. That doesn’t mean that you need to abandon your current search keyword strategy and develop a voice strategy, but it does mean that you need to start thinking about how your strategy will evolve over time, and once voice begins having a larger impact on search.
Voice search also impacts local search through the use of “near me,” and is it any wonder that these type of searches are growing in popularity? It is just too convenient to ask Google where the closest Thai food restaurant is located via voice search. In fact, Google has seen “near me” searches increase by 500% in the past two years. Of equal import, Google has also seen “shopping near me” searches increase by 200% over the same time period. That number has to make ecommerce marketers salivate. Perhaps even more intriguing, according to Search Engine Watch, mobile voice-related searches are 3X more likely to be locally focused. That means brands with brick and mortar locations must make local search optimization a top priority if they haven’t already done so.
Reach the Young
The third element to consider regarding the rise of voice search is that it isn’t just about Google or other search engines. To really maximize voice search, your brand needs to think about your demographic and reach. Voice search appeals to the younger among us because they tend to be early adapters. Global Web Index data confirms this assumption with their statistic that 25% of individuals ages 16-24 use voice search on mobile. Today’s youth tend to have their phones attached to them so it is no surprise that they would also look for the easiest or most convenient way to make search work for them. Moreover, Apple Watch makes doing so cool. Who doesn’t get a kick out of seeing someone speak to their watch?This equates to a great opportunity for brands to make convenience king by maximizing the behaviors of younger consumers. In other words, make it clear, seamless and convenient and they will buy!
Like all things digital marketing related, there are often additional disruptions or surprises of some kind. As such, it is still too early to tell what voice search will ultimately become, but it is safe to say that it has staying power and enough users already to make it worth your attention now and in the future.
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