“50% of all searches will be voice orientated by 2020” … ComScore
Yes, voice orientated search will make up half of all enquiries in less than two years’ time. That’s why we, as marketers, need to be thinking about how to optimise our content for voice search now.
Voice control is changing the search marketing landscape. According to Google, 20% of mobile queries are already voice searches and as more people reach for their smartphones to search online, optimising for conversational search is becoming increasingly important.
It is anticipated that in just a few years’ time voice-driven Alexa, Siri, Cortana, Google Assistant and more will increasingly play a part in our daily lives, in particular in the form of a ‘personal assistant’.
Devices such as Amazon Echo are beginning to replace the need to even have our smartphones in our hand. At Plinkfizz HQ our Google Mini regularly honours our verbal request to play powerful music to support our latest pitch!
Now you can use voice search with your preferred app to order your favourite Chinese takeaway from your bubble bath and have it delivered to your front door just as you are heading down the stairs from the bathroom!
Searching by voice tends to be more conversational; ‘what are the best things to do in Staffordshire’ as opposed to typed search which tends to use fewer words; ‘what’s on Staffordshire’.
This is where we need to start thinking differently about our keywords for voice search. Long tail keywords will increase and marketers will need to think about user intent and context more.
Turning conversations into conversions will be a new metric to consider for ROI. The driver will be to understand what you want to achieve with your voice search and user intent.
The team at Plinkfizz can update your approach to keyword targeting, voice queries and building data sets for you to be ahead of the game.