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The Future Of Voice Search And What It Means For Businesses
Before the lockdown, the majority of users that chose voice search while driving were 52.8%
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A brief glance at some ongoing information and you realize voice search is set to significantly change how organizations are approaching their Digital Marketing and Search Engine Optimization (SEO) tactics. By 2020, voice searches are expected to be more than 50% of all searches.
Acceptance of voice search gadgets like Google Home, Amazon Echo (Alexa), Google Assistant, iPhone (Siri), Android Phones, and Microsoft Cortana have increased exponentially. Consumer preference, as well, is changing quickly to embrace voice search features. Also, during the lockdown time frame, the numbers are expected to rise even more.The factors which propel user behavior to change from text search to voice search are Convenience, Ability to use Natural Language, Superior User Experience and Support for Continuous Tasking. The Convenience of speaking 150 words in a minute on Voice search as opposed to just typing 40 words in Text search.
The Ability to use Natural Language or conversational language as opposed to a string of set keywords. Superior User Experience in the form of relevant and sharp results as contrasted with a cluster of multiple links, the user must sift through. And lastly, you could voice-search a recipe while cooking, or search for a restaurant near you while driving, thereby supporting Continuous Tasking.
By and large, the advancement of Smart Homes and screenless devices, smaller phone screens and shorter human attention spans are factors why voice search is quickly turning into an indispensable piece of our everyday life. Also, during the lockdown time, hands-free access to data is a special reward.
Studies show that before the lockdown, the majority of users choose voice search while driving (52.8% of times). This should be unsurprising since a text search is not preferable while driving. This is followed by using this feature while doing some other activity (21.3% of the total usage). 7.5% of the time while watching TV, 7.4% of the time while working, 5.5% while cooking, 2.6% while exercising or walking & 2.3% while showering or using the bathroom. These figures should also serve as an indicator as to why voice search is gaining popularity. These activities have gained significant importance while our time at home. At homes, Voice Search devices are placed 52% of the time in the common room, 25% in the kitchen and 22% of the time in the bedroom.
Businesses spent months optimizing your keywords to appear among the top 10 links on Google. In reality, over 56% of searches are zero-clicks, and the click-through rate (CTR) for your brand—even when you are ranked right on top is usually in a single-digit percentage - 4.3% for paid results and 36.69% for organic results.
Conversely, the upside of voice search is that it beats each SEO result you have ever received. First of all, upgrade your website and content for voice search. Getting a first-mover advantage is significant and imperative on the grounds that soon different brands in the same sector start optimizing their content to be voice search friendly thereby generating more traffic creating direct competition to your business.
As mentioned in the foregoing paragraph, the power of voice search enables you to be the only result. At the point when an individual voice-searches an answer, he or she in question won't be running down a set of results to physically pick one. If your brand is facilitating that answer, it won't just improve the discoverability of your business or brand, but it will also set up a position of leadership for your business. Interestingly, most voice searches are triggered by a combination of just 25 keywords. The top few among them include how, what, best, where, can, easy, and when. Users' search patterns create interesting micro-moments for you to present your brand contextually.
The fundamental goal of a client while searching is called search intent, and it falls under one of the accompanying four classifications:
Research: I want to know (Which banks offer the best exchange rate)
Explore, Explore Near Me: I want to go (Where is my nearest hypermarket)
Learn: I want to do (How best can I take care of my skin)
Buy: I want to buy (Where can I buy a OnePlus 8)
So your content should mostly consist of FAQs, How to, Guides, Product Information, Buying Guides, and so on. Find the most searched questions related to your business, and create actionable, relevant and conversational content to address those questions. Conversational and simple should be the main focus.
The use of “long-tail keywords” for targeting can be an effective strategy to achieve relevance as well as ranking. Long-tail keywords are longer keywords than regular search queries. The trick is to target the right long-tail keywords. It includes looking at what conversational phrases or questions users are likely to use in their voice search for your business. It is important to understand the mindset and purpose for which a user will turn to voice search. Then you can create a great user experience through the right answers.
So the next time you wonder if voice search is relevant for your business, ask yourself, “What am I losing in my business by not appearing in more than 50% of a user’s searches?” And that percentage is going to grow in the near future.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.