Voice Search
The power of voice search has been steadily growing in terms of how users request information and how marketers seek to optimise their content to meet this trend, but we are on the cusp of seeing a big change to this is the social media landscape.
Voice search has revolutionised the way we look for information. What was once a novelty method of searching for the lazy or those who are away from their screens, is now an evolving technology that is beginning to pave the way in digital marketing.
By the year 2020 it’s estimated that over 50% of searches will be done via voice according to Comscore and Gartner predicts that 30% of web browsing will be done without a screen. It’s clear that behaviour is adapting, with more and more people searching on-the-go with quick-fire queries for instant gratification. Why wouldn’t they when you can say 150 words per minute, versus an average of 40 typed words in the same duration?
In a world where we are making life simpler, faster and more efficient, users are keen to minimise effort but maximise results and in true supply and demand style, that’s exactly what we have enabled. Furthermore Google reports that voice searches are 30 times more likely to be action requests than requests for information. This is exciting because it closes down the gap to purchase, thus achieving a better conversion rate.
Voice search in social media
Social media is the latest focus with voice search. Users are familiar with voice search on search engine platforms, but with social media it’s still playing catch up. HearMeOut was an audio social network dedicated to voice search. Created in 2014 it had a model whereby users interact with 42-second voice recordings and was approved by Ford in 2017 for use in the US. However it was ahead of its time and didn’t last. A few years on and social platforms are once again integrating voice related content to capitalise on the rise of voice search, making the user experience much more current and streamlined.
Voice content is even reaching the advertising industry with interactive ads being developed where users can have conversations with the advertisement.
What voice search means for marketers
It means we need to still be focusing on optimisation for conversational based searches, using natural language and longer tail keywords. Released in 2013 Google Hummingbird changed the way Google reacted to queries, designed to better deal with conversational based searches. This algorithm has been tweaked over the years to become more and more sophisticated and it’s not going anywhere.
If you want to compete in the voice search arena, ensure your site’s SEO incorporates conversational based search. Unsure what that means? Let us help.
Whitefish Marketing is a digital marketing agency based in Folkestone, Kent. If you are a business in the south-east looking to grow your online presence, get in touch with us on 01303 720 288.
