Voice Search Marketing

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Voice Search Marketing

By: Daniel Meighen

In a world of connected devices, businesses are constantly looking for an edge in digital marketing. A trend that is becoming popular and relevant is voice search marketing. According to Google CEO Sundar Pichai, voice search accounted for 20% of all queries on Google’s mobile app (Muller, 2018). Additionally, it is estimated that by the year 2020 more than half of all searches will be through voice search (DeMers, 2018).

Voice search marketing is geared towards utilizing the voice recognition built into devices to break down audio into readable text and then using that information to present relevant content. For example, Amazon’s Alexa devices can be used to place an order just by speaking. So how does voice search marketing differ from regular marketing? One of the biggest differences is in the approach to Search Engine Optimization (SEO) (Muller, 2018). Voice search devices pull data from different sources. For example, Google Home uses Google data while Amazon Alexa uses data from both Bing and Amazon (Muller, 2018). This difference in sources of data means that the SEO approach will need to be adjusted to account for this. Currently, Google Home gets its answers to voice searches from the featured snippet at the top of the search results (Muller, 2018). An entity that wants to utilize Google Home’s voice search for marketing purposes should make sure they focus on getting their content to the top of Google’s search results. However, if they plan to use Amazon’s Alexa devices, the focus would be better suited towards Bing and Amazon’s search content.

Additionally, keyword research is essential for this topic (Muller, 2018). It is important to find the right keywords that will allow your content to reach the top of relevant searches. A customer may speak differently than how they type so keywords may be different for voice search marketing (Sesto, 2018). On this same path, it would be wise to make sure the target website is mobile-friendly (Sesto, 2018). With 61% of people using voice search primarily because their hands or vision are occupied, it makes sense that mobile devices will be used when viewing the search results (Young, 2016). When conducting keyword research and voice search SEO, localization is an important consideration just as with normal SEO. Although a search for “the best computer” may not need localized results, a search for “great southern food near me” would benefit greatly from using location data. To add to this, the results that are presented from voice searches are different than with text searches (Olson, 2016).

A person may type in a search box something like “best car dealer in Wisconsin” but may say something such as “where can I find a good car dealer?” Voice searches tend to be more conversational and longer than text queries (Olson, 2016). They also tend to be presented in a question format utilizing keywords such as who, what, when, and where (Olson, 2016). Recognizing these question phrases will help with identifying the intent of the search. Someone asking, “what is the difference between a tenderloin and a T-bone?”, may only be conducting research, but asking, “where can I get a great T-bone steak?”, shows intent to purchase. This intent is important to consider when identifying keywords to use for marketing purposes.

With the ever-changing digital trends and advances in technology, it is essential that businesses are aware of these trends and strive to embrace their marketing potential. Voice search marketing is just another method of expanding towards the proper audience. With the growing trend of hands-free voice-recognition devices, understanding how to provide content to these devices is a move that shouldn’t be taken lightly.

References

DeMers, J. (2018). How To Take Advantage Of Voice Search In Your Marketing Campaign. Retrieved from https://www.forbes.com/sites/jaysondemers/2018/01/12/how-to-take-advantage-of-voice-search-in-your-marketing-campaign/#4f1d90017d43

Muller, B. (2018). Voice Search: Is Your Content Ready? Retrieved from https://contentmarketinginstitute.com/2018/01/voice-search-content/

Olson, C. (2016). Just say it: The future of search is voice and personal digital assistants. Retrieved from https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459

Sesto, G. (2018). Digital Marketing Trends to Look Out for in 2019. Retrieved from https://dashtwo.com/blog/6-marketing-trends-for-2019/

Young, W. (2016). The voice search explosion and how it will change local search. Retrieved from https://searchengineland.com/voice-search-explosion-will-change-local-search-251776