Optimizing Voice Search in the Modern Digital Marketing Era
Optimizing Voice Search in the Modern Digital Marketing Era
Explore how voice search is transforming digital marketing strategies, highlighting its origin, how it differs from text search, optimization techniques and the importance of staying visible to users.
Keeping up with the ever-shifting digital landscape is essential for brands aiming for top search engine rankings. SEO strategies should be at the top of brand priorities to stay visible; however, with the evolution of technology, they should also be focusing on optimizing their voice search strategies.
Voice search has revolutionized the way consumers interact with technology and make search inquiries. That being said, this form of search has played a crucial role in marketing and how brands adapt to stay accessible to all. This article dives into the topics of voice search origin story, the differences between text vs. voice search, key elements for optimization and their importance.
Where and When did Voice Search Start?
Voice search started as a form of voice recognition technology that strictly recognized numbers instead of words. Tagged with the name “Auduery System,” designed by Bell Laboratories in 1952, it only recognized a single voice relaying digits aloud. Over the years, slow implications were made for understanding words in English.
Fast forwarding to the 2000s, when Google started to make its way into the conversation, it launched Google Voice Search in the form of a digital application in 2011. Initially, Google’s English version supported 230 billion words.
Later that year, Apple started to position itself in the voice search field as it launched Siri, which had a rippling effect in the years to follow. Many other companies have released other voice recognition apps and technologies, such as Amazon Alexa and Google Home.
The evolution of these voice-activated tools has led consumers to be more comfortable speaking to technology and conveniently making inquiries through speech options.
Not only does it make the search process easy but it also provides many benefits, including multitasking and readily available information.
Differences between Voice and Text Search
To the bare eye, the difference between both concepts may appear quite obvious, as one requires typing and the other is based on verbal speech but there is more to it than these surface-level distinctions, which are listed below:
Choice of Device and Search Engine
When asked what is the most popular search engine, many would confidently answer Google, which is an accurate answer for text searches but can vary for voice searches. Mobile devices are used the most frequently for voice search, and the age group that uses them the most stands at 77% of users between the ages of 18-34 years.
Smart speakers that use Bing for their search results, like Amazon's Echo-Line and the virtual assistant Alexa, are closely behind. Many do not realize that the information they receive from voice search inquiries is coming from other sources than Google.
Source
Tips for Brands: Conduct a thorough audit of the brand's consumer behavior. From here, it can be determined who visits a website, and where and how they come across it. Ensure content is structured to meet voice search needs, such as being quick and concise.
How and What Users Search
When developing SEO strategies, organizations should remember that people speak differently than they type. Speech inquiries tend to be longer than texts. For example, someone may verbally ask a virtual assistant like Siri, “Where can I get my blood tested near me?” versus, through text, they may search, “Blood test clinic near me.” Both searched for the same results but inquired about them differently.
Because people use natural language to speak in a conversational tone, companies must advance their strategies in this high-stakes game. Most voice assistant tools offer one answer versus a list; users can scroll through and decide where they get their information.
Tips for Brands: This is where the focus turns to long-tail keywords for search ranking to give users quick and direct answers. Integrate an FAQ section on a website, as this will answer common inquiries that individuals ask and will embody strategies to become highly ranked.
Locally Driven Search
Voice Search is highly dependent on location-based search and it is amplified three times more regarding mobile voice search. Approximately 58% of consumers use the speech feature to find local businesses. Often asking questions like “What is the closest coffee shop?” This is why local SEO is vital for brands to tap into for their voice search strategies.
Tips for Brands: It may be time to adjust your brand SEO strategies by adding location-specific keywords and incorporating them into various phrases across content, meta descriptions, and tags. Additionally, ensure your company stays current by listing on platforms such as Google My Business and providing accurate information. A reliable marketing agency can help audit your existing SEO strategy, conduct research, and construct a new, advanced framework.
Key Elements to Keep in Mind as a Marketer
Long-Tail Keyword
Individual queries are ideally longer and conversational, leading businesses to optimize their content through long-tail keywords. Essentially, they are longer and specific phrases. Adding question keywords, including the five W's, can increase voice search ranking. For example, through text, a user may search “Best Sushi Restaurant,” while for voice search, it may be “What is the best sushi restaurant near me?”
Content Strategy
Alter content with the consideration of voice search, such as generating captivating content. Providing high-quality and informative material that accurately and efficiently addresses questions in natural dialogue.
Mobile Friendly Website
Considering smartphones are the devices that voice search is being used most on, having a mobile-friendly website is crucial. Ensure the site is optimized for a seamless browsing experience and has a fast loading speed. Also, this will leverage your accessibility and inclusivity, which can attract more users to your site.
Importance of Voice Search
Nonetheless, visibility can be increased if brands alter their SEO strategies according to optimized voice search queries. Being seen and highly ranked in voice search results broadens the audience's reach and can draw in users who rely on voice assistants. Providing accurate and helpful answers is a leading factor in building trust and credibility between a brand and consumers.
Optimizing voice SEO can foster this relationship and build a well-versed, trusting brand presence. As voice search continues to grow, businesses prioritizing voice search optimization are positioning themselves as competitors. It is important to anticipate new trends and adjust to them constantly.
Great Examples of Voice Search
Voice Search is continuing to become increasingly popular among digital users. After making waves across mobile and smart devices for over a decade now, marketers may ask what their next step is. Now, it is time for brands to harness the power of voice search features to continue connecting with growing audiences and elevate their brand with the advancement of technology. From the evolution of voice search comes voice assistants, which enhance a user's experience.
Below are examples of brands that have successfully and creatively taken advantage of voice search.
Domino’s Pizza
The fast-food restaurant has been ahead of the game. In 2017, it launched its first voice assistant on Amazon’s Echo, Dom. The virtual personality uniquely responds to different questions, and over the years, Domino’s has enabled its own voice-recognition technology.
Originally, Domino's could only take voice orders if consumers had the Easy Order profile set up, but now it is advanced enough to take telephone orders, track deliveries, and customize orders through voice commands.
Mercedes Benz
Mercedes has a mobile app known as Mercedes Me Connect. The application allows drivers to link with Amazon Alexa. Through voice commands, they can remotely start the engine, lock or unlock doors, find or send locations, and access car status, including fuel levels or any maintenance. Once linked, simply ask commands such as “Alexa, ask Mercedes Me to find a coffee shop near me.”
The Future of Voice Search
Voice search has fundamentally reshaped how consumers engage with technology and seek information online. As brands navigate the dynamic digital landscape, integrating voice search optimization into their SEO strategies becomes beneficial and essential for maintaining visibility and relevance.
By embracing voice search, brands can enhance the user experience, cater to evolving consumer behaviors, and strengthen their market position. As this technology evolves, proactive adaptation will be key to staying competitive and effectively connecting with audiences in the digital age.
About the Author
Arman Tale, the Operations Director at Brand Vision, brings years of experience in marketing, branding, and SEO to the forefront. Passionate about sharing knowledge, Arman writes insightful articles to empower and inform audiences about the latest trends and strategies in the industry.