Voice Search and Digital Marketing Strategies

by | Jul 25, 2018 | Digital Marketing

We are in the age where search on google or other devices is catching up over voice. Siri and Alexa have become a status quo as their capacity to recognize human speech is enhanced in these devices considerably, expanding their presence in leaps and bounds.

Voice search is voice recognition technology that allows people to perform searches by speaking into a device. These devices range from smartphones and computers to home assistant devices.

Here is some incredible surge in statistics of voice search:

  • 325 million people use voice search to search on internet
  • 20% of Google searches are done through voice search with 95% in accuracy
  • 4 million Amazon Echo devices are sold in a single holiday season
  • By 2020 50% of searches will be voice based

Whether trying to find a good restaurant or just want to know about a singer whose song is playing in radio, 40% of adults depend on voice search for routine information. This might sound like a jolt to your current search engine optimization (SEO) strategy, but your business can practically use these latest innovations to march ahead of your competitors.

From using keyword phrases that better suit voice search queries to pinning down exactly how to approach local SEO, these changes to your current digital marketing strategy can fetch you desired results.

Focus on Long-Tail Keywords

The foremost and most powerful approach should be to include more long-tail keywords in your search engine optimization (SEO) campaign. Long-tail keywords are longer phrases, with many words, usually in a conversational sentence-based format. They are different from “head” keywords, which are shorter, with usually 1-2 words, and target a larger topic or group.

For example, a head keyword might be something like “sandwich,” while a long-tail keyword might be something like “what is the best sandwich available near me?” This is important to note, since most of voice searches tend to be long and conversational like this example; optimizing them upsurges the probability that your product or business will appear on voice searches.

Make it happen by following these guidelines:

  • Create specific articles:  Aim for creating precise articles that target long-tail keyword phrases, rather than head keywords. You can do this by researching topics that people commonly search for, and brainstorm various phrase variations that mimic natural search patterns. Use a tool like the Moz’s Keyword Explorer to identify collection of high-volume keyword phrases, and write up an exhaustive set of questions that users might ask about them. The more content like this you have, the more searches you will potentially show up in.
  • Write in a natural voice:After that you need to write in a more natural and conversational voice. Rather than trying to stuff as many keywords into your content as you can, write as if you are speaking casually. Without intending to, you will naturally optimize for keyword phrases that your audience will likely search for in the future.
  • FAQs or knowledge base content:In addition to the chosen topics to write articles on, consider creating a section in your site for FAQs, or develop a complete knowledge base. This content aiming to help are archives that will tend to address many common user questions, which puts you in a prime position for future user searches.

Aim at User search Intent

You need to keep your eyes and ears open for the types of queries your audience is making, and what they intend to do with the response. Search intent is becoming highly significant, since the queries are becoming more common and more specific. By analyzing a phrase, you should be able to tell what a search user intends to do.

Generally, there are three types of search intent:

  • Informational: where a user is only looking for information. These are common, but don’t often lead to a transaction
  • Navigational:where a user is looking for a specific destination site or product
  • Transactional:where a user is ready to buy something or engage with someone. These are the most valuable searches to target

Prioritize Local SEO

Voice searches often are not inherently more likely to be local in search, but a great deal of local search is voice based – generally people rely on voice search when they are driving or busy with chores for instant answers. They often seek immediate fix for their queries.

You can increase your chances of getting featured by following basic doctrine of local SEO:

  • Local keywords:Make an honest effort to have more keyword queries that have local flair, such as naming your city, state, or region. If your site is optimized and categorized appropriately, this is not strictly necessary, but could offer you with a treasured boost.
  • User reviews and ratings:You must ensure that you are present in many of the 3rd party apps and local directory, mainly registered with those who review businesses like yours. The higher number of reviews and better ratings, it will boost your chances of being ranked in lead in local search results. While you are at this optimize your presence within those 3rd party apps as well
  • Traditional SEO tactics:Ensure that you have plenty of resources from a traditional SEO campaign, with a good on-site optimization strategy and plenty of high-quality inbound links to support your authority. Otherwise it is a far cry to be ranked better unless you are in good shape.

Voice search is giving rise to a major disruption in the world of marketing. However, it is also creating umpteen opportunities. The key is to remain proactive with the willingness to adapt seamlessly to beat the competition at the onset, in return gain the attention of your niche audience.