It is likely that most of you reading this article have already used your smartphone’s digital assistants’ multiple times when you needed something specific and immediate. You were probably driving and could not text while looking for a location, you wanted to make a quick decision about a product to buy, you were having a debate with your friends and wanted to make your point quickly, maybe you asked to add groceries to your virtual shopping cart.
What is Voice Search?
Voice search is a speech recognition technology and natural language capability that allows a user to execute a query via a voice command. It was created with the sole purpose of being a software application but has grown in popularity and is now used as a service by smartphones and websites. Google Voice Search was launched in 2012, but people have only recently become interested in using the software.
Of course, it is very fast to type your keywords and get your results into a search bar, but a spoken search into your device with a full sentence would get you the same results even faster.
The development and boost of Voice Search:
The way we interact with technology has definitely changed. The rise of voice assistants such as Google Assistant, Amazon’s Alexa, Cortana, Samsung’s Bixby, Apple’s Siri has changed the dynamic for us marketers. According to the GlobalWebIndex’s Voice Search Report, 27% of the global online population is using voice search on mobile, 34% of internet users say they are interested in purchasing a voice-controlled smart assistant and voice tech can have a serious impact the commerce industry.
According to Gartner, by 2020, 30% of all website sessions will be conducted without a screen. Voice search provides the user the information needed without having to scroll through websites and hunt for answers to their queries.
The Impact of Voice Search Optimization in Marketing
Now how is Voice Search going to impact on the industry? Let’s discover the biggest change that voice search will introduce to the digital marketing. Multiple studies have estimated that between 30% and 50% of searches will be voice-based by 2020. Businesses will need to update their SEO’ marketing strategies and ensure they have a mobile optimized website.
So, how can you optimise your websites and content to coordinate with the Voice Search. Here are some tips to stay ahead of the game:
- Write content in a natural, conversational voice that answers the questions your consumers are asking.
- Structure articles as an FAQ, it makes it easier for google to see that you are providing an answer to the questions being asked.
- As mentioned earlier, voice search queries are longer than written queries: this is why it is important to expand search campaigns and include broad match keywords along with words like who, how, what, where, why and when.
- Ensure the website is compatible with https frame as it is more likely to generate traffic from voice search.
- Ensure to be overly informative and keep the Google business page updated, use the business location with keywords in the site content so that mobile voice-related searches are more likely to be locally based.
- If you want to include voice Search on the website, make sure it loads fast; 4.6 Sec or faster (it can be analyzed and monitored it with Google Page Speed Insight).
A great example of an intelligent voice-based assistant in Dubai, U.A.E is EVA launched by Emirates NBD, making it the region’s first intelligent voice-based and chat-bot virtual assistant for banking in the Middle East and North Africa (MENA). It understands Arabic and English, makes it easier to navigate through the phone banking menu, saves time by skipping unwanted menu options and takes you to your preferred menu option. EVA enables quicker, simpler, personalized and intuitive customer service.
Artificial Intelligence and technology are becoming stronger every day and voice search might even predict answers before the question is asked. Take the time to understand and learn how it works. So, are you prepared to adapt?