Did you know that more than 1 billion voice searches occur monthly?
Let’s face it: in today’s fast-paced world, everyone is constantly on the go. With the little time available, no one wants to manually type into Google when looking for an answer to a question. Users want answers as fast as possible, which is why voice search is quickly becoming the preferred way to find information online.
Businesses that don’t master voice search technology miss out on a great opportunity to reach their target audience. If you want your business to be seen and heard by users, you must optimize your website and content. In this blog post, we’ll dive deep into voice search marketing and show you how to master this essential new channel for reaching your customers.
What is Voice Search in Marketing?
In simple words, Voice search allows users perform online searches by speaking into a device, whether a smartphone, tablet, computer, or voice assistant such as Alexa. Voice search differs from traditional text-based search as it is more conversational and natural language-based. Users are more likely to ask questions like “What are the best restaurants near me?” or “How do I fix a leaky faucet?” than they are to type in specific keywords.
Additionally, online users frequently use voice search when looking for local businesses near them. This is because voice search is often used with smart speakers and other mobile devices, which can track a user’s location. Voice searches are used by approximately 58% of consumers to find a local business. An example is when you are a business owner looking for marketing services in Boston and decide to perform a voice search, asking, “What is the best marketing agency in Boston?”.
Why is Voice Search Important in Marketing?
Reach a Specific Audience Through Local Searches
Many voice searches have local intent, like finding a nearby restaurant or store. Being optimized for local searches can drive foot traffic and grow your online presence in a specific area.
Improve Your Conversion Rates
Voice search users are more likely to take action after completing a search. This is because voice search is often used to find businesses and services that users are ready to buy from, making it a great opportunity for you to grow your sales and revenue.
Increase Brand Awareness
When your business appears in voice search results, it’s a great way to increase brand awareness and reach new customers who have not heard about your brand.
Is Voice Search Technology Growing?
The answer is yes. Voice recognition technology is growing and won’t stop. There are 4.2 billion voice assistants in use as of 2023. This number will double to 8.4 billion by 2024. This confirms that businesses must stay up-to-date with voice search marketing trends to remain competitive and relevant.
Smart Speakers and Virtual Assistants
The popularity of smart speakers, such as Amazon’s Echo (with Alexa), Google Home, and Apple’s HomePod, have become more affordable and have made their way into millions of households worldwide.
Mobile Voice Search
With the popularity of smartphones, many users use voice search features, especially on the go. Hands-free search is convenient, especially while driving or multitasking. Studies show that 27% of people use voice search on mobile as of 2023.
IoT and Smart Homes
The Internet of Things (IoT) has resulted in many household devices becoming voice-activated – from refrigerators to thermostats. As homes become more interconnected, voice commands will likely play a pivotal role in device interactions.
Most importantly, voice search queries directly impact how companies market their services online.
How Does Voice Search Affect Digital Marketing?
Not only have homes and devices been impacted by voice assistants, but also how companies communicate with their target markets.
Search Query Phrasing
Users might ask their voice assistant, “Where can I find the best pizza in Boston?” rather than typing “best pizza Boston” into a search field. Due to this change, marketers must focus on natural, long-tail keywords and conversational expressions that are more likely to answer users’ questions accurately.
Featured Snippets and Position Zero
Voice search often pulls answers from the “position zero” or the featured snippet on search result pages. Featured snippets provide users with a direct answer to their questions without clicking on a link to visit your website. Marketers must aim to provide concise, relevant content that fits into these snippets to attract users interested in learning more about their services.
Reduced Screen Time
The absence of a screen in voice search, especially on devices like smart speakers, presents a challenge to businesses. Fewer options for display ads result from this, which might impact specific advertising tactics.
Adapting PPC Strategies
Pay-per-click advertising platforms are bound to adapt as voice search grows. Marketers will need to reconsider their keyword bidding strategies and incorporate more conversational phrases to attract users who are more likely and ready to purchase.
How to Optimize Your Website for Voice Search SEO
You must perform specific adjustments and changes to various components of your website in order for search engines to show it when someone uses voice search. To ensure your website is prepared for this digital revolution, follow the next pieces of advice.
Use natural language and conversational phrases in your content.
Voice search users use natural language and conversational phrases when they search for information. This means you need to write your content in a way that is easy for voice search users to understand. Avoid complex expressions and terms users don’t understand and therefore won’t look for.
Focus on Long-Tail Keywords
Prioritize long-tail keywords since voice searches are conversational in nature. To make your material more valuable and richer, you can use tools like “Answer the Public” to find question-based internet queries that are commonly asked about your industry.
Optimize your title tags and meta descriptions for voice search
Your title tags and meta descriptions are the snippets of text that appear in search engine results pages (SERPs) and are the first things bots will look at. Use natural language and conversational phrases in your title tags and meta descriptions to make your website more likely to be featured in voice search results.
Optimize for Local Search
Many voice searches are local. Ensure your website is optimized for local SEO. Maintain up-to-date listings on Google My Business, ensuring your address, phone number, and business hours are accurate. This will help Google Voice search results display your business once users ask questions about your business operations.
Structured Data Markup
Search engines can better interpret your content when schema markup is added to your website’s source code, increasing the likelihood that it will appear in voice search results.
Create FAQ Pages
Given the question-based nature of voice search, having FAQ pages can be beneficial. Craft them with natural, conversational language to address common queries about your products or services, making your main pages easily discoverable for search engines.
Make sure your website is mobile-friendly
More and more people are using voice search on mobile devices. Make sure your website is mobile-friendly so that voice search users can easily access your content.
Optimize for Local Directories
Beyond Google My Business, ensure you’re listed and optimized on local directories like Yelp, Bing Places, and others relevant to your industry.
Conclusion
Voice search is the future of digital marketing. By optimizing your website and content, you can reach a wider audience, improve your conversion rates, and increase brand awareness.
Don’t hesitate to contact RealTop for expert help with your search engine optimization efforts! We have over 15 years of experience helping different types of businesses grow their online visibility, and we are sure we can help yours. Contact us today for a free consultation!
Nik Tsoukales, founder of REALTOP, is an experienced digital marketer with a track record of growing businesses and sales teams. He has received multiple awards for leading fast-growing companies and specializes in organic SEO, Google PPC, and Social Media. With over 89k clients acquired online, Nik’s expertise spans various industries including finance, healthcare, and real estate.
