Traditional web searches provide most of the traffic to a website. However, voice search technology is increasingly being used by potential customers. As more and more people rely on virtual assistants such as Siri and Alexa, as well as voice assistance programs on their devices, it will definitely create major shifts in SEO metrics.
The reality is that people seem to use different terms when speaking versus typing. In addition, voice search programs provide different results than searches done using typing. As voice technology becomes more popular, SEO marketing strategies will need to adapt.
According to an announcement in 2016 by Sundar Pinchai, Google’s CEO, “20% of Google (mobile) queries are now voice queries” using Google’s mobile app were voice searches. Research results for Android devices are very similar. Google has not done any research since that time on the subject, but it’s safe to say that the number of voice activated searches has probably increased rather than decreased.
Statistics also show that users are more likely to speak their queries when they are behind the wheel or performing other tasks. Incredibly, research shows that half of all people who use voice activated technology are over 65. In addition, these users perform 1 to 3 voice activated searches per day! Researchers speculate that this may be due to the sharp rise in the use of virtual assistant devices at home rather than from searches done on mobile devices.
Research that was done by Comscore, an analytics firm, states that 5 out of every searches done by 2020 will be done using voice technology. According to the company, we are witnessing the transition stage now from typing searches to talking searches. Comscore further predicted that in the future, voice searches will become an integral part of daily life and used regularly just as email and iphones are used now.
Researchers also found that 3 out of every 10 users go on to call the business that was found in their search. This is great news for businesses! How can your marketing department prepare now for the future? There are a few factors to consider:
Grammar in Voice Search
When users type in information for web searches, they tend to use keywords to create searches. When users search using voice technology, they speak their requests in sentence form instead of using just keywords.
Your Location Matters
Most typed searches are done at home while most voice searches tend to be done while users are out and about. When people are driving, they will most often use voice searches to look for local businesses or directions for the area where they currently are located. In addition, they will search using spoken questions. In order to ensure that users find your business or service, you will need to use a multi-layered approach. Using this approach will increase your chances of being found during a voice activated web search.
Your Website Ranking
When users perform a traditional search, they see many pages of results and can scroll through the list to see options. When users perform a voice search, they usually pick the top ranked answer and don’t look at the other results. This means that your business or service will need to have a high ranking in order to be seen in voice search results. In order to rank high, your marketing team will need to have a detailed strategy on how to use voice activated search algorithms to your advantage.
It may be challenging to use the new technology to create a web search presence, but it can be done. The key is to find an excellent marketing team, like Digital Shifters, to help your company make the transition from typing to talking. By doing this, your company can keep pace with the ever changing world of search engine technology.
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