Voice Search Is Changing Search Engine Marketing | Voice Search Marketing Strategy
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Voice Search Is Changing Search Engine Marketing | Voice Search Marketing Strategy


What is ‘Voice Technology’? According to search group Tech Target, voice or speaker recognition is the ability of a machine or program to
receive and interpret dictation or to understand and carry out spoken commands.
Thank You Google! Voice Technology. There can be no doubting that voice
technology has changed the way we live our lives, but how has it changed the way
that we search online, and how are digital marketers going to be able to
keep up with this new trend. So what is Voice Technology? Well it may be a
smartphone, it may be a device that uses voice recognition to perform commands
such as opening an app or perhaps search for something online.
Most of us use it everyday if not at some point during the week. The
smartphone or device can interpret diction which allows them to carry out
spoken commands. So we see the first two examples of mainstream voice technology
being used in Siri on the iPhone and Google Assistant on the Android devices,
and in recent years we’ve seen the introduction of home devices such as the
Amazon Echo and Google Home which are purely for interpreting and obeying
voice commands. Some of these are so advanced we can control our home
security, our lights, our kettle just from a simple voice command on a device in
the corner of the room. And it’s actually estimated that in 2018 alone there will be
over fifty million devices sold worldwide. But how is this going to
change marketing or more specifically search marketing? What is traditionally a
marketing format that is based on someone typing in something to their
computer to search for it on a search engine, can now be done by someone
speaking to a device, and while currently only 20% of google searches are done by
voice this is estimated to
rise to 50 percent by 2020. That’s a huge shake-up to an industry that’s been,
let’s be honest, pretty stagnant without many major changes for a few years.
Number one we’re going to see longer search terms. So where as someone who is
searching using their tablet or their phone or their computer will normally
only use around two or three words, we’ve seen in current data that someone who’s using
voice technology to search will generally use a whole phrase. Take the
example of red shoes. If I was looking for a pair of red shoes and I was searching on
my computer, I would probably just type in red shoes, perhaps the size, whereas
someone who is using voice technology would say ‘Where can I find red shoes,
size six’ Now this is absolutely amazing because one of the problems we encounter
as digital marketers is finding out the intent of the person who is searching so
if they’re using two or three words such as red shoes, do they want pictures of red
shoes, do they want high-heeled red shoes are they a man or a woman, are they
looking for a certain size, do they want to buy them in store, do they want to buy
them online? There are whole host of different questions that we as digital
marketers have to figure out the answers to. Whereas if someone’s using full
phrases in voice search such as ‘Where can I find the red shoes in London, size
six?’ That allows us to eliminate a lot of search results that aren’t going to be
relevant to that user, and it’s great for for the user because it means we can give
them more relevant answers. Point two is about speed. We found in current trends so
far that someone who is using voice technology to search generally wants results there and then. It could be that they’re looking for a restaurant booking, or they want to
find a particular store or a particular number. We’ve seen that after receiving
the results the searcher is likely to take action very soon after. So whereas with traditional search marketing, you may be tracking
someone for several days or several months to see if that person turns into
a conversion, with voice search it seems that person’s going to take action
lot quicker. The third point is about the intent of the person who is searching.
The recent data suggests that people that are using voice recognition for
their searching are far more specific in what they search for and therefore
likely to have a better idea of what they want. They’re much less likely to
just be browsing on their lunch break or looking up stuff while they’re watching
TV. So this point kind of crosses over with number one and number two in that
you’re generally gonna see it along with query length, and it’s going to be
someone that wants results fast. They know what they want, they’re going to
tell you what it is with quite a lot of detail and they’re gonna act on those
results pretty soon afterwards. Point four is all about questions. So people
using voice technology to search are much more likely to use questions in
their searches. So go back to my red shoe example, say someone’s looking to
purchase red shoes from a certain store they’ll use as question such as ‘Do
bla bla store sell ref shoes?’ This is the perfect opportunity for the marketing
agency looking after that store to be there with the answer. So marketers and
advertisers need to be thinking more about question based phrases rather than
simple key words. What are the questions that your company has the answers to? And those are the sort of questions you need to be thinking about when you’re looking
at voice search marketing. Final point, point number five is all about
thinking locally. So when a searcher is out about, they are three times more likely
to use voice technology to do their searching than just typing in on their
phone. So for example someone asks their device ‘Find a great coffee shop near me’.
So it’s really important for businesses to make sure that your search marketing
is set up for local intent. By this I mean if people are
using keywords such as landmarks near your business, or the town your business
is in, you need to make sure you’re coming to the top of the results,
particularly if you run something like a retail or food business. So as a digital agency
we’re actually really excited about the shake-up that’s happening with the
introduction of voice technology to search marketing. Exactly where it’s
going to lead, we don’t precisely know yet. But certainly as more and more
people start to adopt voice technology and devices such as the Google Home or
the Amazon Echo are in more and more homes, we’re going to see a shift in how
it changes digital marketing. Those are just five of the ways we think is going to
change search marketing, we’d love to hear your opinions too, so please
do get in touch with us and let us know your thoughts. And as always, if you
have any more questions or queries do not hesitate to get in touch with us. But
I hope this has been really, really helpful to you. See you again, bye guys.

About Ralph Robinson

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