Voice search is becoming one of the fastest new trends in electronics and doesn’t appear to be leaving anytime soon. Back in 2011, Apple released Siri, software which made it possible for IPhone users to ask questions and perform actions solely by using their voice. In 2019, this type of software is being utilized in products like Google Home, Amazon Alexa and other electronics. Currently, 41% of adults use voice search at least once a day, and projections show that this number is steadily climbing. With voice search becoming such a popular tool, there must be a way for businesses to leverage this technology, right? The answer is yes, through a method of marketing called voice search optimization.
Why Voice Search Is Rising In Popularity
Among the litany of reasons why voice search is becoming so popular, the main reason is being able to find information and complete tasks more efficiently and hands free. According to a research study performed by Google, these were the top 4 reasons why consumers are using voice search more frequently:
- Ability to multitask easily
- Ability to finish tasks more quickly and efficiently
- Allows users to get answers and information instantly
- Makes their daily routine easier
Since laws have become more strict on driving and phone interaction, voice search can allow users to send texts, look up information and complete tasks without ever having to divert their eyes from the road.
How Businesses Can Utilize Voice Search For Marketing
We live in a society where instant gratification has become the norm. This is especially so for users who need to complete tasks and find information at a moments notice. Local businesses can benefit from voice search optimization the most. For example, a mother is driving their kids around town trying to keep to a tight schedule and needs to find a restaurant near them. She will use her phone to ask the question, “What Is The Best Mexican Restaurant In {{city, state}}”. The voice assistant will pull the top result in Google for the term “Best Mexican Restaurant In {{city, state}}”.
By optimizing content for voice searches, local businesses are able to capture customers that could have potentially visited another business that was listed in the voice search inquiry.
How To Perform Voice Search Optimization
Voice search optimization is similar to Search Engine Optimization in that content is generated for users and the information they seek. However, the method of performing this type of optimization varies in a few different ways.
Voice Search Keyword Research
Perform keyword research that both captures the target service/products and can also be posed as a question. When targeting a keyword such as “humidity in home”, think of how that keyword can be posed as a question. For voice search, this keyword could be constructed like this, “What Is The Ideal Humidity Level In A Home”. This would capture the original keyword and would also be optimized for a voice search inquiry.
Question Formatted Content
Typically, keyword research and content is based on the services and or products your business offers and creating content related to those offerings. With voice search optimization, content should still revolve around those offerings, but created in a question format. Since voice searches are mainly question based formats, content should be titled in the same format.
For example, a typical blog that is keyword optimized could be titled, “What To Know About Benefits Consultants”. This title includes the keyword and the content would educate and inform users about benefit consultants. When optimizing for voice searches, the title should be changed to a question format such as, “What Is A Benefits Consultant?”. Since this would be the format of which the voice search is posed, the question title format would yield more results.
Fun Fact: Ask your Google Home or Amazon Alexa, “What Is A Benefits Consultant?”. Did it respond with an answer from the website “Business Benefits Group”? Hint: That’s our client 🙂
Mobile Friendly Websites
Since a majority of voice search inquiries come from mobile devices, it is safe to assume Google ranks websites higher for voice search inquiries that are mobile friendly. Since no one knows exactly how Google’s algorithm works, some of these claims are made based on speculation.
Speak To A Voice Search Optimization Specialist
Since this is a new form of marketing, it is important to hire an SEO agency that specializes in voice search optimization. Here at 321 Web Marketing, we have a team of voice search optimization specialists who have years of experience executing successful voice search campaigns. Reach out to one of our specialists today by calling us at 703.810.7557 or scheduling a consultation online!