Optimize for Voice Search: Adaptations on Digital Marketing Strategies
Once a new technology rolls over you, if you’re not part of the steamroller, you’re part of the road. – Stewart Bran
What do We Understand by Voice Search?
Voice search is a technological tool, which allows users to search the internet, apps, or devices through spoken language rather than typing queries. With voice search, users can ask questions or give commands using their natural voice, and the device or search engine will respond with relevant information or actions. This technology is driven by natural language processing (NLP) and artificial intelligence (AI) and is mainly associated with digital assistants like Google Assistant, Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana.
Importance of Voice Search in Digital Marketing Perspective
Voice search is transforming digital marketing due to its growing popularity and how people interact with technology. Below are some prominent areas where voice search in digital marketing is crucial.
- Changing Search Behavior
Contrary to traditional text searches, Voice searches are longer and more conversational in nature in general. People use natural language queries and complete sentences, requiring marketers to change their content strategy to optimize for voice search queries. Also, many voice searches are question-based, making it essential for content to answer specific queries clearly and concisely.
- Significant Adoption and Usage
Increasing usage of smartphones, smart speakers, and other voice-enabled devices has led to a significant rise of voice search. Reports indicate that over 50% of searches will soon be voice-based only. Voice searches are often location-based and have a substantial impact on local search; hence, it is vital for businesses to optimize for local SEO.
- SEO Implications
Voice search often pulls answers from featured snippets on Google, also known as position zero. Optimizing the appearance of content in these snippets can significantly increase visibility. In general voice searches are more of conversational in nature and here people tend to use long-tail keywords. Marketers need to incorporate these into their SEO strategies to optimize for voice search.
- Personalization and Customer Experience
Voice search can deliver more personalized and contextually relevant responses, which enhances the user experience. Personalization opens up opportunities for brands to engage with customers more meaningfully.
- Voice Commerce (eCommerce)
Now voice search is being included into e-commerce arena, so that customers can use it to for the purpose of purchase. Businesses can tap into this growing market through proper optimization for voice search.
How corporate brands can amend their digital strategies to optimize for voice search
Voice search in digital marketing is a recent phenomenon. Corporate brands can leverage voice search to enhance their digital marketing success by aligning their strategies with the unique characteristics of voice search technology. Here are some tips on how corporate brands can exploit this growing trend.
- Optimize for Conversational Keywords
Voice search is more of conversational kind and here long-tail keywords are used in general. Brands should optimize their content for long-tail natural language phrases, and questions users will likely ask. Create content that answers common questions related to the industry, products, or services.
- More Attention on Local SEO
Many voice searches are local, where users looking for businesses “near me” or in a specific location or geographic area. Brands should optimize their local SEO by ensuring their Google My Business profile is up-to-date, consistent, and includes relevant keywords. Usage of location-based keywords in content and meta descriptions, prominent use of information like addresses, phone numbers, and business hours in website will help in this regard.
- Enhance Mobile Optimization, Mobile First Approach
Bulk of the voice searches happens on mobile devices, hence first starting point for businesses would be a mobile-friendly website. Optimize the website for voice commands by incorporating schema markup, so that the content is easily accessible.
- Create Content for Voice Search
Use structured data (schema) so that to engines recognize the page content in a better way. Develop a comprehensive FAQ section on the website that answers questions in a conversational tone.
- Leverage Voice-Activated Devices
Develop custom voice apps or “skills” for platforms like Amazon Alexa or Google Assistant that provide value to your audience. For example, a recipe brand could create a voice skill that guides users through step-by-step cooking recipes. Create branded content that is designed specifically for voice-activated devices. Content like audio blogs, podcasts, or interactive experiences that engage users through voice should be used.
- Focus on User Intent
Voice search queries often reflect more immediate or action-oriented intent, such as “buy,” “book,” or “reserve.” Tailor your content and call to action to meet these intents, ensuring your brand can deliver what users seek. Using AI and data analytics tailor-made content needs to be created as per user’s location, search history, and preferences.
- Monitor and Analyze Performance
Use tools and analytics to keep a track of the performance of voice search in digital marketing. Monitor how often the content is featured in voice search results and adjust the strategy accordingly to optimize for voice search. Regularly gather feedback from users interacting with the brand via voice search and voice-activated devices. Conduct A/B testing to refine the content and ensure it aligns with user expectations.
To conclude, corporate brands can significantly enhance their digital marketing success by optimizing for voice search, focusing on local SEO, and creating content that meets the unique needs of voice search users. Moreover, voice search in digital marketing is projected to grow further, staying ahead in this regard, will be crucial for brands looking to maintain a competitive edge. Voice search is becoming essential in digital marketing due to its influence on search behavior, SEO strategies, and customer engagement.
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