Here’s the thing: It’s easier to speak into than to type on your mobile device. It’s easier because you can do other things, such as walk or cook, while getting directions or buying something from the Web.
By 2020, comScore projects that 50% of people will be using voice to search online. And if the marketing data company’s forecast indicates anything, it’s that your business’s digital marketing strategies need to change.
Voice Search Changes Your Keyword Strategy
Consider the big change between searching using your keyboard and your mobile device’s virtual assistant. When you type, you’re likely to use a shorter phrase. When you speak, you’re likely to use natural language, usually in the form of a question.
For example, if you were to look up catering services in your neighborhood, you would type “local catering services,” on your keyboard, but you would say, “Hey, Siri. What catering services are available in my area?” or tap the microphone icon on your Google or Bing app and “speak” your search.
This difference means that you would have to tweak your business’s targeted keywords to match query lengths and question phrases. Instead of the usual two- to three-word phrases, you’ll need to optimize for longer phrases.
You’ll especially want to optimize for question phrases because its year-over-year increase is 61%. According to Search Engine Watch:
- “Who” phrases went up 134%;
- “How” phrases rose to 81%;
- “When” went up over 70%, and
- “Where” surged to over 60%.
By tailoring your keywords to meet voice search behavior, your webpages or ads have a greater chance of appearing on search engine results pages, whether it’s Google or Bing.
Driving Calls to Your Business
Consumers aren’t just asking for any number of information to virtual assistants, such as Siri, Alexa, or Cortana. They’re also making calls to businesses, and this opens up a couple opportunities for you.
One, it expedites the purchase journey; quicker results lead to faster action. Two, it helps you track and record these calls, so you can leverage the data to make improvements to your SEO strategies, including your PPC campaigns.
Call tracking software allows your business to determine how and where consumers found your company. The technology also lets you know which keywords inspire buyers to reach out to your company. Every bit of information you get will help you make the right judgment calls for your digital marketing strategies.
Who Uses the Technology, and for What Purpose
Does everyone use voice search? Research from Bing reveals the following smartphone users have relied on virtual assistants:
- 71% (18 to 29 years old)
- 59% (30 to 43 years old)
- 38% (54 years old and over)
People are using voice search at home (35%), in cars (28%), and elsewhere (31%). Teens (55%) use it more than once every day.
Meanwhile, Google’s research indicates 40% of adults and 38% of teens use virtual assistants to ask for directions; 31% of adults and 39% of teens call someone, and 9% of adults and 20% of teens ask about movie schedules. Other reasons include dictating texts, playing music, and helping with homework.
Don’t Abandon Existing Strategies
The popularity of voice search is undeniable. By all indications, this is going to get more and more influential. And yes, your business should start optimizing for it, particularly since 20% of voice searches have intent of purpose. But this shouldn’t mean that you exclude all other strategies.
If SEO changes in recent years have taught us anything, it’s that success comes when you combine strategies that make sense for the business, and not merely latch on to every trend that could land you on the first page of SERPs.
At Spike Interactive, we help you discover what works and what doesn’t. Call us today, (800-419-1643) and let our experienced team get you the results you need.
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