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+44 (0) 1534 734508How Voice Search is Altering Digital Marketing Strategies
Digital marketers are constantly adapting to new trends that reshape the landscape of their field. One trend that has forced digital marketers to adapt is voice search.
As more people turn to voice-enabled devices and virtual assistants like Siri, Google Assistant, and Alexa, brands may find themselves compelled to overhaul their marketing strategies.
Voice search has rapidly gained prominence due to its convenience and the increasing accuracy of voice recognition technology. The ability to verbally interact with devices offers a hands-free, efficient alternative to traditional text-based search.
In fact, a study by ComScore predicted that by 2020, 50% of all online searches would be conducted through voice. This statistic alone underscores the significance of voice search in shaping the future of digital marketing.
And of course, the transition from typing to speaking queries alters the nature of search itself.
Voice searches tend to be longer and more conversational in tone. Instead of typing "best Italian restaurants," a user might ask their device, "What are the best Italian restaurants near me?"
This shift in language usage calls for a reevaluation of keyword strategies. Brands need to consider this when crafting their content and optimising for voice search.
So how can we optimise our keywords for voice search?
Long-Tail Keywords: Voice searches often involve natural language and longer phrases. Brands should incorporate long-tail keywords that mirror how people speak. This means focusing on full sentences or questions rather than isolated keywords.
Featured Snippets: Many voice responses are drawn from featured snippets, the concise answers to common queries that appear at the top of search engine results pages (SERPs). To target voice search, brands should structure their content to provide clear, succinct answers that can be pulled as featured snippets.
Local SEO: A significant portion of voice searches are location-based. Optimising for local SEO by including location-specific keywords and ensuring consistent business information across various platforms is crucial for attracting voice-driven traffic.
Mobile Optimisation: Voice search is intrinsically linked with mobile usage. Brands must prioritise mobile optimisation to ensure that their websites are responsive and load quickly on various devices.
Structured Data Markup: Implementing structured data markup helps search engines understand the context of your content, making it more likely to be featured in voice search results.
Natural Language Content: Crafting content in a natural, conversational tone enhances the chances of aligning with voice search queries. Brands should focus on creating content that addresses common user questions.
Frequent Q&A Updates: Creating an FAQ section on your website with common questions and their answers can increase your chances of appearing in voice search results.
The evolving landscape of voice search might seem like a challenge, but it presents opportunities for brands to connect with their audiences in more personalised ways.
By adapting their strategies to cater to voice-based queries, brands can position themselves at the forefront of this revolution. The key lies in understanding the changing dynamics of user behavior and adjusting SEO and content tactics accordingly.
Voice search is a transformative force reshaping the digital marketing sphere. The ways people search are changing, and so must the strategies of brands aiming to capture their attention. By embracing long-tail keywords, featured snippets, local SEO, mobile optimisation, structured data markup and a more conversational content approach, brands can enhance their visibility in voice search results. As digital marketers continue to navigate this new landscape, those who prioritise voice search optimisation will stand poised to reach wider audiences and secure lasting success in the age of voice-enabled technology.
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