How Voice Search Will Affect Digital Marketing
I don’t just talk to people on my phone. I actually talk to my phone. Why? It’s way more efficient to speak my Google search than it is to type it.
Voice search is a hot topic in the world of content marketing these days. The list of devices that rely on voice commands, such as Siri, Alexa, Amazon Echo, and Google Home, keeps growing and the news that Toyota will be adding Alexa to their new vehicles is proof that the trend will continue to expand to nearly every facet of our lives.
Have you considered how this affects your marketing efforts?
In this post, we’ll take a look at what the trend toward voice search means for you.
6 Ways Voice Search Will Influence Digital Marketing
There’s no question that voice search will affect your digital marketing. As people move from typing their searches into a search bar to speaking their requests, not only is the way we search changing, but the search terms we use are changing as well. Here’s a look at 6 ways voice search will impact digital marketing:
1. Complexity will increase. Queries are already much more complex than they were even 3 years ago. This is due largely to changes in search engine algorithms that have become less attuned to keywords and more capable of deciphering questions and inferring meaning.
Impact on marketing: Traditional keyword targeting will decrease, replaced instead with long tail keywords, queries, and phrases that focus on broad topics as opposed to specific keywords.
2. Interactions will be shorter. Why do people use voice search? Because they’re busy and want a quick answer. It is not being used for long bits of research, but for quick interactions, to find random bits of fact, or to figure out where the closest restaurant is.
Impact on marketing: We’ll see a greater focus on FAQs and short answers to common queries as opposed to long pages of content.
3. Local search will rise. Related to shorter interactions is the rise in local search. Many voice search queries happen on-the-go or for local inquiries leading search engines to place higher value on local results.
Impact on marketing: Hopefully you’re already incorporating local search terms in your content. If not, now is the time to start. This could be a boom for local SMBs and present a great opportunity to outshine local and online competitors.
4. Audio-only interactions will increase. As voice search expands there will be greater emphasis on audio-only interactions. Searchers won’t be able to a look at an infographic or read through a website if they’re querying while driving their car.
Impact on marketing: There will be a need to change the way information is presented, focusing less on visual mediums and more on audio.
5. More pressure to attain top rankings. Digital assistants usually only return the top result and if you are using voice to search, you may not be able to view the lower rankings.
Impact on marketing: Expect even more pressure for sites to rank #1.
6. Conversational content will be important. People are conducting searches by talking to their devices. They’ll expect a conversational, human answer in return.
Impact on marketing: There’s already been a movement away from stiff, unnatural content; that will only increase as voice search expands. Goodbye corporate speak, hello natural wording!
Voice search is already changing the way we use our devices to find answers, but there is more to come. Have you adjusted your marketing strategy to accommodate voice search? What do you think will be the biggest changes or challenges that arise due to voice search?