Voice Search Marketing is the Next Big Thing in Digital Strategy
“Hey, Siri, where is the closest vegan restaurant?” “Siri, which nail salons are open until 8 p.m.?” “Alexa, play today’s top hits.”
Digital assistants like Amazon's Alexa, Apple's Siri, and Google Assistant introduced a big player to the digital marketing arena: voice search marketing. Voice recognition technology has been developing for decades, but its integration into everyday devices like smartphones and smart speakers has catapulted it from a novelty to a necessity. As this technology embeds itself into our daily lives, businesses are keen to understand and leverage voice search to optimize customer interaction and engagement.
So, how does it work?
Voice search marketing involves optimizing brand content and strategies to align with people's use of voice commands to find everyday, useful information on the web. Unlike traditional typing, voice searches are typically conversational, longer, and more specific. For instance, while one might type "weather New York" into a search engine, they might ask a voice assistant, "What is the weather like in New York today?"
Tech experts say this shift necessitates a different search engine optimization (SEO) focused on natural language processing and providing direct answers to spoken queries.
"The convenience of asking a question and receiving an immediate response cannot be overstated," Jason Miller, a leading expert and CEO of Strategic Advisor Board, wrote in this LinkedIn article. As of 2022, nearly 50% of all online searches were voice-driven. Miller added this ease of use is driving rapid adoption, with nearly half of all online searches in 2022 being voice-driven and over 40% of U.S. households expected to own a smart speaker by year's end.
Why Voice Search is Gaining Popularity
Convenience and Speed: Voice search eliminates the need for typing, making it especially useful on mobile devices.
Natural Language Processing (NLP): Advanced NLP allows devices to understand and respond to human language more effectively, making interactions feel natural and conversational.
Integration with Smart Home Devices: Voice search is becoming central in managing smart home functionalities, further embedding it into daily life.
One of the most immediate impacts of voice search is in local SEO. "Voice search has become a critical tool for local businesses," says Lisa Hamilton, a digital marketing expert. "Queries like 'near me' or 'close by' are commonly spoken into devices, and businesses optimized for these searches are seeing an increase in traffic both online and physically." This local focus is crucial for small to medium enterprises that rely heavily on local patronage.
For businesses, staying ahead of the curve with voice search marketing is essential.
As voice-enabled devices become more common, understanding how to engage customers effectively will be critical to the success of digital marketing efforts in the coming years.
Strategic Adaptations for Voice Search
Businesses looking to stay competitive should consider the following adaptations:
Optimize for Natural Language: Adopt a conversational tone that answers potential voice queries.
Understand User Intent: Provide concise, direct answers to meet the immediate needs of voice searchers.
Embrace Structured Data: Use structured data to help search engines understand and accurately present your content in voice searches.
Focus on Local SEO: Ensure that local listings are accurate and optimized to capture 'near me' searches.
Improve Website Speed: Enhance the mobile experience with fast-loading pages to cater to the immediacy voice search users expect.
Invest in Featured Snippets: Aim for clear, succinct content that can be featured in Google's voice search results.