Marketing Contributor

Voice search is a technology that enables users to perform searches on the internet, an app or website by using their voice rather than typing in a search bar. It is increasingly becoming the go-to method of making queries online, as evidenced by the rise in popularity of voice assistants like Alexa, Siri and Cortana.

Sergey Karshkov is the founder of 9 Pandas, a full-service advertising agency. With extensive experience of the marketing industry, he will recognise all too well the opportunities created for tech savvy marketers by the shift in consumer behaviour as more and more people use their voice to search for services and products.

Today’s customers are using voice search for increasingly sophisticated customised searches, ranging from ‘Where is the nearest takeaway restaurant?’ to more complex queries such as ‘Do they serve GM-free food?’ Experts estimate that around 50% of all internet searches made today are voice-based.

According to research published by Google, consumers choose voice-activated devices to search because:

• It enables them to do things faster
• It allows them to multitask more easily
• It empowers people by providing instant information and answers
• It makes daily routines easier

With consumers increasingly integrating voice search into their daily lives, forward-thinking companies recognise the need to develop a voice search digital marketing strategy. Voice search has not only changed the way people search the internet but also their means of finding products and interacting with brands. Voice search is a disruptive technology that creates huge opportunities for brands, but it also comes with problems and risks.

Rather than completely overhauling their digital strategy, many companies are tweaking existing content to optimise for voice search and remain relevant. However, an effective voice search strategy is about much more than simply trying to remain relevant in a changing digital landscape. Businesses need to identify ways to leverage voice search to create online experiences that help to build brand awareness and increase customer loyalty.

Companies can use voice search to their advantage in a variety of different ways. The technology offers valuable insights into consumer preferences and behaviour, providing data that can be utilised to create more personalised experiences and messaging. Voice search creates the opportunity to make the conversation between consumer and brand a seamless and engaging experience.

The way consumers interact with voice search is very different to how they type a query into a search box. Since voice search is easier and faster, consumers tend to use more words, asking more complex questions. To leverage voice search and increase organic traffic from search results, it is essential for businesses to expand their keywords, incorporating more specific questions.

Location is a particularly important factor in voice search SEO, with research from Bright Local showing that 76% of smart speaker owners search for a location at least once a week. In addition to searching for general information about a business, including location, users often use voice assistants to enquire about opening hours and product availability.

To leverage voice search effectively, marketers need to target keywords carefully, mapping questions to the buyer’s journey. Rather than merely treating voice search as an add-on to existing digital strategies, they need to adopt a ‘voice-first’ mindset, optimising experiences for voice search – including increasing page speed to improve the user experience.

Agility is a crucial component for success in any business. When it comes to digital marketing, the ability to adapt and evolve with changing markets and consumer demands is particularly important. Although the revolution in search marketing is still in its early stages, savvy marketers will recognise the need to prepare their digital strategy for voice search, keeping ahead of the curve.