Voice search is set to become the next ‘big thing’ in digital marketing
Today’s busy lifestyle means that consumers demand that digital technology keeps up with them, and with the advent of voice search technology – are we seeing the final days of ‘at the click of a button’?
It is stated in Entrepreneur that since the launch of voice search in 2011, voice search is now being used by 55 percent of teens and 41 percent of adults, and with this figure is set to rise, businesses will have to adapt to digital marketing’s next ‘big thing’.
Voice search technology – still in its infancy
So, are we seeing the end of “at the click of a button”. Well, probably not. Many of us enjoy the almost meditative effect that typing gives us and the peacefulness of searching the internet in the comfort of our own homes, without the interruption of voice.
Not only that, but the comparative infancy of voice search technology means that it is still far from perfect. As an article written for the Guardian explains:
“The problem with using the human voice to control computers is well known and well documented: it doesn’t always work. You can find yourself adopting the aggressive tone of a belligerent tourist in a foreign land while digital assistants employ a range of apologetic responses (“I’m sorry, I didn’t quite get that”, “I’m sorry, I didn’t understand the question”). Error! Hyperlink reference not valid. We throw our arms up and complain about their shortcomings. Plenty of us have tried them, plenty of us have dismissed them as a waste of time.”
Despite those current frustrations, there is little doubt that the use of voice over technology is on the increase and this is where businesses – like Amazon – see the future. The release of Amazon Echo is testimony to this. It is estimated in GeoMarketing that an impressive 4.4 million units have been sold so far.
Voice search technology is still in its infancy and there will be a focus from developers to eradicate the issues mentioned previously. However, the growth in popularity of voice search, emphasises the enormous potential it has as a digital marketing concept.
Andrew NG, Chief Scientist at Chinese web services company -Baidu, states where he sees the future for voice recognition:
“As speech recognition accuracy goes from say 95% to 99%, all of us in the room will go from barely using it to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer”
As the growth in voice search usage grows, there will be a requirement for digital marketers to make sure that their websites and other online content are optimised for SEO purposes.
4 Steps to maximise your SEO for voice search
Local voice search: The advancement in voice search technology has also seen a rise in popularity for local searches. This is especially useful for people who are ‘on the go’. Smartphone technology has made finding a local event, restaurant or place of interest, much quicker and easier. Instead of using the small digits on a smartphone to type into the search engine – which can often lead to frustration through miss-typing – users can simply talk into their device and find their destination within seconds.
To make sure your business is at the head of search listings, it is essential that your business is listed with a physical location in geo-location in Google Local and social media sites – such as Yelp.
Common questions: It is imperative that you research thoroughly the questions that are most commonly asked by your target market. If possible, try and survey as many people as you can to find what questions are being presented. Search relevant forums as well as popular review sites such as Trip Advisor. It is also advisable to review the most common questions that have been asked on your businesses social media accounts.
Use voice search to find common questions: You can use voice search to discover which of your competitors are highest ranked, you can also use it to examine the format the answers are delivered in the search results. Try and identify answers that are not being listed and establish whether you can target these unanswered questions to gain an advantage over your competitors.
Simplify answers using social media: Always focus your answers around ‘who, where, what, when and how’. Make sure the answers you give are clear and concise. Once you have added the direct answer onto your social media site, you can then add variations around the same question such as “how do you fix?”, “How can I Fix?”. Always remember to include this on all searchable content such as blogs.
To maximise your SEO for voice search, contact the friendly team at Effective Group. Their expert team will advise you on how maximise your businesses potential for voice search.