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The Rise Of Voice-Based Search & What It Means For Marketers


A close up of a mic

Today's technology makes it simple and accessible for the majority of individuals to access information. All you need is a web browser on any kind of device, key in your search terms, and voila! You’ve got millions of answers to your question.


However, with voice search, you are no longer required to type anything. With AI-powered speech recognition technologies, voice search is becoming more crucial than ever.


Let’s dive into how it all started, shall we?


When voice search was first introduced by Google in 2011, it was more of a novelty than a function that people depended on at the time. Voice search has, however, risen to the top of search marketing as a result of advancements in speech recognition technology.


Here is a quick look at the voice search data as of 2023.


According to Findstack, one-third of Americans use voice search functions in the US,

71% of consumers choose voice search over typing when making inquiries,

75% of households are anticipated to have at least one smart speaker and more than half of smart speaker owners use their devices every day.


It's obvious that voice searches are gaining more popularity as days go by. SEO strategists must recognize new patterns in voice search analytics in order to benefit from its quick surge in popularity.


How Does Voice Search Work?

The word 'Hey Siri' written on the image

Although voice search technology dates back many decades, the version we know today is a 2011 breakthrough from Google that allows users to search for questions using voice commands via the internet or an application. Instead of manually entering terms into a search engine, users voice their inquiries into their devices. Then, listicles or FAQs pertinent to their circumstance are provided to them to offer a solution.

Individuals who use speech-enabled devices believe voice assistants are a breakthrough development since they provide solutions faster than typing.

According to Backlinko research, it takes 4.6 seconds to load a voice search result page. Pages with voice search results load substantially quicker than the typical page, which takes roughly 8.8 seconds to load.


Examples of voice search tools: Siri, Alexa, Cortana, Google


What's Next For AI-Powered Voice In Marketing Efforts?


Speech assistants are becoming more intelligent and adept at managing a variety of languages and interactions as the AI technology underlying voice recognition systems advances. As a result, voice search powered by AI is set to eventually reach a level of potential that is practically endless. Furthermore, the World Economic Forum reports that people are becoming more used to AI in general, thus it stands to reason that voice search engines powered by AI will spread even further.


Speech recognition systems are widely utilized and play a significant part in raising peoples' quality of life.


The Impact Of Voice Search On SEO

A laptop on the table with Google search page on the screen.

Keyword length


The first effect of voice search on SEO is the length of the keywords. This is due to the fact that spoken language is typically less succinct than written language. As a result, voice search inquiries are typically longer than the two to four-term searches that marketers are accustomed to. The guys at Backlinko conducted research, and they found that the average duration of a voice search is presently 29 words.


Let's take the scenario where you wish to learn how to prepare a cheese omelet. Saying "Hey Google, how do you make cheese omelet at home?" might be preferable to putting "make cheese omelet" into the search engine.


Thus, marketers must begin utilizing more long-tail keywords if they don't want to jeopardize the voice search market.


Respond to queries


Voice search users frequently ask a lot of inquiries. Consequently, you must start inserting interrogative comments in your content.


Furthermore, bear in mind that when voice search responds to your query, it just offers you a single response rather than presenting you with a page full of search results. This implies that you must conduct extensive research about your target audience and the typical queries they pose.


Conversational language


When most individuals use voice search, they address their virtual assistant as if they were human beings. This means that they would utilize not just lengthier sentences, but also conversational, informal ones. According to Google, about 70% of inquiries to the Assistant are made in everyday language. It is pretty simple to work with this. You merely need to avoid using too sophisticated terms. Avoid the solemn, corporate tone that some firms employ.


Assume your company provides air conditioning maintenance services. It would be more efficient to search for terms like "why won't my air conditioner work?" or "what's the matter with my remote"? instead of "air conditioner is spoilt" or "remote needs to be replaced".


Make use of schema metadata


A schema is a handy tool for making your material easier to comprehend and categorize for Google. It gives you the ability to produce information about your content that "describes" your website and its uses. It is an exceptionally effective SEO technique that is currently underutilized, and it will put you ahead of the competition.


Ensure that your Google My Business listing is up to date


Keeping your Google My Business page updated is a good idea in and of itself, but doing so will provide you with a distinct advantage when it comes to voice search. Your site will be ranked closer to the top of the search results and be more likely to be discovered by your voice search app if it has more comprehensive company information, which makes it more relevant to users.


Mobile friendly


The majority of voice search queries are conducted on mobile devices. Furthermore, Google has explicitly emphasized the importance of mobile-friendliness in general. This is partly due to the fact that their indexing and ranking of content on a website takes place primarily on the mobile version of such material.


In other words, even if your brand is the only one discussing a topic, you have little to no chance of ranking first in voice searches if your website isn't optimized for the mobile experience.


Ironically, optimizing your content for the mobile experience isn't only about increasing traffic from voice searches. Search engines are putting more emphasis on the mobile market than ever because it receives more than half of all organic traffic globally. To put it another way, if your website isn't mobile-friendly, it won't just do poorly on voice searches but also on conventional, written searches.


Advantages Of Voice Search Optimization


Here are some advantages of optimizing your website for voice searches now that you know how voice search is altering SEO.


Improved ranks


The first and maybe most evident advantage of voice search content optimization is that you are aiming for the top three positions on search engine results pages (SERPs). Voice searches typically gather information from only top-ranking websites.


Increased revenue


Improved rankings translate into more organic traffic to your website, and more organic traffic translates into more conversions, and conversions translate into more money.


To conclude, voice search optimization is not only one of the newest marketing trends; it is essential. Others that have not already begun to prepare should do so immediately, or risk losing ground in the search game to those who have already positioned themselves to profit from voice search. It will get harder and harder to outperform your rivals as voice recognition technology advances and the popularity of voice assistants like Alexa, Cortana, Siri, and Google increases. Look for voice search optimization services and solutions, and try to develop a strong voice search strategy that will support the long-term growth of your business.



SO, WHERE DO YOU FIND THIS PARTNER?


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.




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