Why Should Your Brand Have A Voice Search Strategy?
Voice search is already a popular technique adopted by many businesses. With home voice assistance devices from Google and Amazon, people are hooked and want more. As the technology is spreading its wings, voice search strategy becomes essential for businesses.
Smartphones, social media, and internet devices will be driven by voice recognition technology. Search engines like Google have increased word recognition to nearly 95%. The progress is based on AI to incorporate search with efficiency and accuracy.
A Brief History of Voice Search
The technology might have gained momentum recently, but voice technology dates back to 1950. The initial voice recognition focused on numbers rather than words or text. A decade later, IBM presented a ‘Shoebox system’ that could recognize at least 16 words of English.
In 70’s a good advancement was seen mainly due to research carried out by the US Defense Department. In the ’80s, speech recognition advanced to a few thousand words. The technology propelled forward in the ’90s with the induction of personal computers, and by the year 2000, speech recognition achieved 80% accuracy. Today many companies are competing to acquire a new feat in voice search technology.
In the United States alone, there are over 50 million voice-assisted devices. In addition, research predicts that by 2022 screenless browsing based on voice search will increase to 50%. As a result, businesses that want to grow and remain up front will have to incorporate this technology into their marketing plan.
Benefits of Voice Search
With the increasing usage of voice-aided devices at home, consumers are more comfortable adopting voice search. In a research conducted by Google, some benefits highlighted are as under:
- It is an excellent way to allow multitasking users.
- It helps in making the process faster and much more efficient.
- It provides instant answers to their queries with additional information on the subject.
- It is suitable for people who cannot type because of some ailment or any other reason.
Incorporating Voice Search in a Marketing Plan
Consumers are more comfortable with voice search since it is faster and user friendly. In addition, with multiple devices becoming familiar to consumers, it is a more convenient way than typing. Soon, voice technology will grow more prominent, with more common usage across businesses.
Here are five ways to incorporate voice technology in your marketing plan.
1. FAQ Content
One of the best ways of incorporating search optimization is by using FAQ (Frequently Asked Questions) model content. In a study conducted by Search Engines Land, it was found that ‘how’ and ‘who’ phrases used in search have gone up by 134% compared to search results in the past two years.
FAQ pattern presents a perfect model for voice search since it is ready-made content for search optimization. Sales and marketing teams must use it in their marketing plan.
2. Conversational Content
Content created in a conversational tone is best suited for voice search. By now, we must have realized how clients will address their queries in a long-tail format. Customers prefer asking as they ask in friendly conversation. The method is also essential for higher ranking in SERP.
Blogs have always been an incredible way of optimizing search results. It has a significant share in voice search as well as content optimization. While creating blogs, ensure to keep long-form in mind as it generates more chances for search query matches.
4. SEO Basics
Even where there is a difference between voice and typed search, the fundamentals remain the same. According to Google’s search guidelines, 29 words are best suited for search engines. In addition, the language must be simple without jargon and complex words. Studies also suggest that content ranking higher in SEO will be in the top three for voice search.
5. Focusing on Customer’s Intent
The best way is to go for long-form content and focus on long-tail keywords. Research shows more than 75% of voice searches are more extended than typed text searches. In addition, long-tail front keywords have a better voice match ratio.
Why should Brands have a Voice Search Strategy?
In a research conducted by Google, there is a 270% growth in voice search in the past two years. The statistics should be self-explanatory of the rising need and demand for voice-based search.
Here are three reasons why brands need to incorporate voice-based service in their business.
1. Improved Customer Experience
A voice search strategy will help create a customer’s optimized experience. It will enhance their trust and loyalty toward your brand. With improved technology, now voice services can differentiate between different ascents. It helps in gaining valuable insight about the users by hooking them with personalized content and messages. In addition, it is a quicker and better way than text-based search.
2. Compliments SEO Practices
Research shows voice search is lashing changes in SEO practices. The main reason is due to different feeds while speaking as compared to typing a query. Voice queries are based on a more extended pattern than text. Voice queries are akin to a complete question like – ‘Hey Google! What are the best home remedies for curing the flu?’
Similarly, businesses must start implementing relevant keyword phrases in their SEO practices. The inclusion of mobiles with search queries will also impact SEO. It can be very well used as an intent query for locating a nearby business or finding a renowned local eating joint.
3. Implemented by Big Players
If we look at the major players in any business, we see they have already implemented that voice search. Dominos, PayPal, Nestle, Tide, and many more have implemented the strategy. In the coming years, this will be the new norm, and brands should start implementing it.
Implementing Voice Search Strategy
A Voice search query gives a fair idea about the intent and reason behind the search. Studies also reveal that location is an essential factor in search. At least 75% of smart speaker owners perform a voice search for a location.
Here are a few tips for businesses to implement voice search strategies.
Prepare for Voice Search
Search engines, notably Google, are giving preference of ranking to mobile-friendly searches. Experts suggest a paradigm shift to voice search with the growing popularity of voice search enabled devices. The good news is that voice and mobile can be clubbed together by businesses as they don’t have different prerequisites.
Users are looking for quick and relevant results with mobile as well as web searches. In a recent development, voice search is now almost four times faster than previous searches. But, more importantly, businesses must gear up for implementing voice-based services in their customer services.
Discover a Buyer’s Journey
As successful businesses, you need to find out the path that a consumer takes. The idea is to place yourself in the right direction at the right time. It is done by creating content that is in sync with your customer’s requirements. You should be visible every time your potential customer performs a voice search.
In a buyer’s journey, optimized content with voiceover plays a vital role. It helps your brand compete against your adversaries and makes your brand visible by running voice ads. Information and engagement are two mantras for a successful voice search strategy.
Keywords are essential for SEO
There is a distinction between when people type and when people speak. As we have already seen, people are inclined to complete questions while performing a voice search. Therefore, the best method is to look for why, when, where, and how in a probable search query.
Voice search is effectively optimized by making a query list. In addition, using tools like Google insight and answering the public can help you design the correct query list. It can also be an FAQ that you prepare for your website.
Look for Future Developments
Always have a scope of improvement by maintaining a flexible approach. Voice search may be fast gripping but yet it is in a nascent stage. In the coming years, it will see many pattern changes and up-gradation. Therefore, businesses must have an agile approach to cope with new developments and changes.
Analysts predict that by the end of 2022, more than 55% of households will have voice search enabled in their household gadgets. As more and more users are getting hooked on voice assistance, brands must have innovative ideas for future developments.
Voice search is slowly hacking the old search methods to become the lead player. As a result, the future of SEO and digital marketing will be dependent on voice controls. Businesses that are neglecting this predictable pattern will have a tough time in the future.
From household products to user queries, most searches will adopt a voice pattern. Having the right strategy with a future vision will enable brands to affirm their presence. The faster the reaction and implementation, the better it will be for businesses.