Voice search is one of the fastest emerging business trends. According to data collected in August 2022 from Think with Google, more than 27% of the online population of the world is now using voice search on mobile devices. And according to statistics published in February 2022 by Google, over 40% of the United States population uses voice search features and 71% of consumers prefer to conduct queries by voice instead of typing. Furthermore, in 2021, one-third of all US consumers owned a smart speaker. Given the convenience of voice search and rising demand for smart devices, businesses should consider voice search as part of their overall digital marketing strategy.
Voice search, also called voice-enabled, allows the user to use a voice command to search the internet, a website, or an app. In a broader definition, voice search includes open-domain keyword query on any information on the internet, for example in Google Voice Search, or by using Apple’s Siri and Amazon’s Alexa or Echo.
Voice search optimization aims to optimize your web page to answer the questions for people when they conduct verbal searches. This process allows you to have a chance to get your page read by the voice search device (Google, Siri, Alexa/Echo) whenever the user asks for information related to your page.
There are numerous benefits of voice search. It can help increase productivity and captures speech much faster than a person can type. Text-to-speech can be done in real-time and the software can spell with the same ability as any other writing tool. Voice search is also an important aid to help those who have problems with speech or sight.
Voice search – the future marketing.
This can be proven by a statistic by Oberlo, stating that 71% consumers prefer voice-placed queries rather than typing them. Therefore, the convenience of voice search to users has pushed it to the forefront of search marketing and made voice search marketing the future of digital marketing.
To ensure your business is keeping pace with this important trend, consider these strategies for voice search optimization success.
First, test your site. Use the various devices (Google, Siri, Amazon/Echo) to conduct searches that a client or prospective client might do. Use full sentences, partial sentences and any other criteria that someone might type in a search engine to find you. The results will help you determine what improvements need to be made.
Next, know your customer. Millennials and Gen Zers are the largest demographic who use voice search, followed by Gen Xers and lastly Traditionalists / Baby Boomers. Google reports that ages 25 – 49 use voice search more often than any other group. 65% of people in this range use it at least once a day, compared to 59% of those ages 18 – 24 and 57% of those 50 and over.
Focus on conversational keywords. Such as, “Payroll companies located in Upland, California,” or “Call Southland Data Processing.” Also think of questions your business might answer such as, “What is the address of Southland Data Processing?“ Understanding how your customers might ask questions will help frame the content on your website and listing. Create detailed answers to common questions and answer clearly and concisely. Also consider building webpages that answer FAQs. When a voice search asks a question, this will improve results.
Think mobile and think local. Mobile devices allow users to perform on-the-go inquiries. Voice search knows the user’s location. If your business is a restaurant, for example, you’ll want to make sure your business hours, menu and contact information are current. It’s also important that your website be mobile friendly. If your customer is using their phone to conduct a voice search to find you, they will likely click through to your website. Having a site that is both desk top and mobile ready is imperative in today’s digital world.
Voice search optimization is easy to test and the best starting point to measure how much time and effort will be needed to integrate voice search into your digital marketing strategy. Many online resources are available and, if your business uses a web-hosting company, reaching out to that partner is a great next-step to help ensure your business can be found…no matter how your customer is searching.
*Southland Data Processing, Inc. (“SDP”) is not a law firm. This article is intended for informational purposes only and should not be relied upon in reaching a conclusion in a particular area of law. Applicability of the legal principles discussed may differ substantially in individual situations. Receipt of this or any other SDP materials does not create an attorney-client relationship. SDP is not responsible for any inadvertent errors that may occur in the publishing process.