Voice search is becoming increasingly popular as consumers continue to use Siri on their iPhones and Amazon Echo in their homes. Approximately 55% of teens and 41% of adults use voice search at least once a day.
Predictions for the next three years are that 50% of all searches are expected to be voice-activated by 2020. It is also predicted that there will be approximately 21.4 billion smart speakers in the US alone by 2020, ranging from Amazon's Echo to Google Home.
The growing adoption of voice search will undoubtedly have a huge impact on the way marketing and SEO efforts are conducted. As these percentages continue to rise, marketers need to ensure that their efforts are in sync with this technology.
When you conduct a voice search, you ask your device in a similar way that you would ask a friend, rather than focusing on a small group of words as you would if you were typing in your search on Google. Because of this, search engines are becoming more specific when looking for answers to consumers’ questions.
This is causing marketers to create two strategies for content marketing and SEO: one for customers making text-based searches and one for those using voice search. SEO needs to take a more conversational approach since keywords are shifting from blocks of two to three words to full sentences.
The first focus on preparing your company’s marketing for the impact of voice search must be on mobile optimization. Consumers making voice searches will be put off by platforms that are not mobile-friendly, have a slow loading speed or a poor user experience.
Your website content also needs to be optimized for longtail keywords and conversational language searches. Using conversational language in headings, sub-headings and titles will permit your website to become more discoverable by search engines.
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Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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