As was predicted in our post 7 digital trends to look out for in 2019, we believe that voice search and its usage will soar to new heights this year. In fact, ComScore estimates that by 2020, more than half of all searches will be conducted by voice search - utilising search agents like Amazon’s Alexa, Hello Google. Siri and Cortana, which are on the rise.
Thanks to this incredible increase, it’s to be expected that businesses will need to adapt their digital marketing strategies this year to accommodate the changing landscape of voice search in order to capitalise on potential customers.
Here’s a run through of what to expect from voice search in 2019, what marketers need to look out for and how to adapt your strategy to accommodate voice search and increase your conversions.
What is Voice Search?
Voice search is a unique form of technology which utilises vocal recognition software to allow users to speak directly into various devices and be met with answers to their queries.
What Does This Mean?
It means that the way that consumers are accessing information is slightly different, changing the landscape from a traditional desktop search, and even straying slightly from the boom in mobile which we’ve seen recently.
Voice search allows consumers to get their queries answered without even picking up an electronic device, which means as digital marketers, as well as focusing on what our websites look like and how our information is presented visually, we need to make sure that we’re getting visibility in the voice market too - especially if 50% of all searches are set to be voice search by next year!
How to Adapt Your Strategy:
Here are our top 3 tips for getting on board with voice search.
- Think Local
Though voice search does not necessarily always correlate with a local search, local SEO is incredibly important for the development of voice search because many users are utilising the voice recognition technology while on the go, which naturally lends itself to more local queries.
Ensuring your local SEO is up to speed is an exceptional way to make sure you’re capitalising on voice search. Be sure that your Google business profile is appropriately filled out, that your business presence and address is consistent right across the web, that you’re ensuring local keywords are in your page copy on your website and that your website is optimised for your local area.
- Adopt a Conversational Tone
Naturally, the way that users engage with voice recognition software is different to how a user would manually search or type into a device. Traditional search queries when typed are a little more formal or traditional, whereas voice search encourages a more conversational style of search, which is a vital tip for digital marketers to incorporate to conquer this landscape.
For example, while you may type something like ‘best restaurants in Manchester’, you would be more inclined to ask ‘Alexa, what are the best restaurants in Manchester?’, which changes the nature of the search and consequently the results.
When planning your H1 titles, your page content and your content marketing strategy for your blog, be mindful of a conversational tone and try to create informative and engaging content that utilises a conversational tone of voice - in particular using the words how, what, why, where and when at the start of sentences.
- Consider Search Intent First
To elaborate on the previous point, it’s more important than ever when catering for voice search queries that you consider the search intent when planning content for your website.
Users are using voice search because they want answers immediately, and usually for the reasons mentioned previously - how, what, why, when and where.
When considering the content surrounding your business offering, product or service, consider the conversational search queries that might lead a user to land on your content. What questions would you ask where your business could be the solution?
Rather than focusing on keywords a user might type into search engines, consider focusing on how you might vocalise a question - and build your content around this.
It’s undeniable, voice search is getting bigger, and if you fail to adapt your digital marketing strategy to accommodate it, you sadly risk getting left behind and could miss out on numerous potential leads and conversions.
Follow these tips, and your business will quickly start seeing conversions from voice search based traffic throughout the coming months, setting you up nicely for a voice dominated world from 2020 and beyond.Return back to Knowledge