By 2020, 30 percent of searches will be conducted without a screen, begging the question: how will consumers search in the future? Consumers will search for information online by asking the smart device a question, a type of query known as voice search. After all, over a billion voice searches have already been made.
What does the rise of video search mean for SEO strategies and implementations? We will discuss the pair in tandem and their effect on the future of your digital marketing strategy in the post below.
First, let’s begin with the basics.
What is Voice Search?
Voice search is a type of search conducted by consumers through audibly asking an AI system a question. Instead of typing in a keyword search term, users click the microphone in the Google search bar or ask the AI bot on their smart or home device (Siri, Google, Alexa, etc.).
Examples of voice search questions:
- Siri, do you know how late the nearest grocery store is open? (vs. text: grocery store near me hours)
- Alexa, what movies are playing tonight? (vs. text: movies showtimes)
Why is Voice Search Important?
Voice search is so important because more consumers are searching on mobile devices, on the go, and in conversational question format. In fact, by 2020, voice search will account for 50 percent of all search. As consumers change the way they search, brands must change the way they present content in order to most effectively answer questions and get information in front of target audiences.
Voice Search SEO and Digital Marketing Strategies
With the advent and rise of voice search, we welcome the need to address optimizing websites and digital footprints for voice search keyword phrases and questions.
Here are a few ways video search will change SEO in your digital marketing strategy:
A rise of semantics
Brands must present information in the same way consumers are looking for it. Google can now determine what sites are best fitting to a consumer based on a consumer’s previous searches, search tendencies, and favored results. Depending on what research shows as the context of your consumer searches, you want to present information to match.
Conversational consumer language
The writing style is also different – brands can now communicate conversationally with consumers. In the past, text felt robotic with stuffed and nonsensical keyword phrases. Now, brands can use regular conversation language to answer questions containing long-tail keywords.
Brand name verification
When a search is conducted via text, Google often shows a quick answer at the top of the search page. With voice search, Google says what brand supplied the answer, so it is important that brand names are readable by AI bots, and easy for consumers to hear and remember.
The world has gone mobile, and marketers are following. Increased mobility means more searching on the go, which increases the reliance on local search optimization and the likelihood of said search via voice. Optimizing SEO for local is essential if you want your brand to show up as a top option for services near a consumer (i.e. “what are the best sushi bars near me?).
Eventually, we will see voice search replace typed search, which is why hopping on board now is in your company’s best interest. Start updating your content to prioritize voice search SEO, today!