Voice Search Is Here. Is Your Business Ready?
“Hey, Siri…” “Hey, Google…” We’re now in an era where we don’t just talk on our devices, we talk to them.
Voice search is a hot topic in the content marketing world these days. The list of devices that depend on voice commands, such as Siri, Alexa, Amazon Echo, and Google Home, keeps growing. The recent news that Toyota will be adding Alexa to their new vehicles is proof that the trend will continue to develop to have a presence in nearly every aspect of our lives.
The convenience of being able to use your voice, rather than your fingertips, means that voice search is on the rise. According to Google, 20% of all search queries on mobile devices are now made using voice, and experts expect that 50% of all searches will use voice search by 2020. So what does your business need to know about this already here trend?
Right Answer, Right Time
One of the major challenges in voice search is that there’s usually just one answer, one result--not several choices as with a regular web search. If you’re not playing in that space, you’re going to miss out. You need to give people the right answer at the right time – there’s really no second chance. Ask yourself, what does your potential customer need? What are they really trying to accomplish with what they’re asking? What interaction and experience does the person want?
W, W, W, W, W
The 5 Ws (Who, What, Why, When, Where) have always been around, but they’re back on the rise in the SEO world.
People commonly prefer to ask questions when doing voice searches. For example, instead of asking for “top digital marketing agencies in Orlando”, they’re more likely to ask, “What are the top digital marketing agencies in Orlando?”
Old-fashioned text searches will still be dominant in 2018, but over the next few years, the SEO keywords you use will need to adapt to how people search through voice. You’ll need to focus more on specific questions and the answers they produce. You’ll also need to focus on directly answering questions prospective customers might have. In traditional SEO, search results are ranked from position 1-10; however, in voice search, the goal is to be position 0 – the only answer the users need
The Local SEO Game
According to Moz, voice searches are 3 times more likely to be local-based than text searches, because most smartphones today search for local listing results. Local searches want specific and to-the-point answers. “Where can I get the best pizza in town”, “What are the movie times for Black Panther”. When people search by voice, they want specific answers too. So if your business can fulfill their needs, your conversion rate can increase significantly.
What does this mean for your local business? Time to re-strategize your approach to local SEO in order to pick up on the voice searcher’s intent for keyword groupings around your business or industry. Simply structure your keywords around the 5 Ws.
The Voice Search Future Is Now
Looking ahead, one thing is for sure: people are adapting quickly to the fact that voice search is the future. As with the release of the iPhone in 2007 and the following explosion of smartphone technology, voice search is the wave of the future — and the present. This means that businesses must be ready to tackle this new search optimization challenge to stay ahead of the competition. So if you’re ready to enter the future of SEO and need help, let’s talk.
PH3 Agency + Brewery is an Orlando marketing agency that crafts digital and creative strategies with immediate and long-term results for their clients.