It is a technology used by people to access internet search results on a smart device, such as a mobile phone, by simply using their voice.
There are already a few companies that provide this service, such as Google’s assistant that comes automatically included in Android phones, Amazon’s Alexa, and Apple’s Siri. Although still at a very young stage, this type of technology is growing at an increasingly fast rate.
When a new trend takes hold, marketers have to adapt their strategies to suit it. Voice search statistics and data indicate that when people use voice search, they tend to ramble more and use more of a conversational tone compared to when they search using text.
In this respect, marketers have started to tailor the keywords that they use, and often appeal to longer key phrases rather than specific words. Descriptive adjectives such as ‘best’ or ‘close by’ are now more important than ever.
The majority of voice search is done as questions, so keywords should be targeted in this way as well.
Big players in the search game, such as Google, have also made adaptations in accordance with the increased usages of voice search. In 2013, Google launched a major algorithmic update by which it started to consider the user intent and the contextual meaning behind queries. In order to find relevant results, Google now focuses on the semantics and the wider relevance of a user’s query.
To take advantage of this opportunity, companies need to think about how their audience will think and speak about their business, products, or services.
Businesses should also be focusing on the type of question that is asked. ‘What’ and ‘who’ questions tend to indicate that the user is still in the research stage, whereas if she is asking ‘where’, then chances are she is almost ready to buy.
A high percentage of voice queries are used to find local information, which makes sense seeing people use their mobiles on the go. ‘Near me’ searchers are increasingly more popular, so all companies should ensure that their location information is up to date and clearly on show.
To learn more, check out the infographic below.