We all see that marketers impact the world by ranking their websites using keywords. A rapid increase in voice search in the world of digital marketing can be seen, over the past years. That’s why a business needs to understand the concept of voice search. According to research, about 1 billion people use voice search each month and these figures are consistently increasing as more people are using assistants.
Content marketing is the pillar of conversational marketing, not all businesses use voice search. As the lifestyle of buyer’s changes, they are looking for more relevant searches, our marketing has to be evolved with it too.
Voice search increase the worth of Artificial intelligence
In upcoming years, we’ve contingent on using voice assistants by transforming them into more useful technology. It will tell us everything from the best local restaurants to what we should eat for lunch. Conversational AI is used to answer the questions, it is just like chatbots and voice assistants but in a more humanly manner. For this purpose, we use NLP (national language processing) which can give us direct and relevant answers. This technique is not able to understand human language but due to the advancement in AI, the tools like Siri and chatbots have used this method to go back and forth so it more looks like an actual dialogue.
Impact of voice search on online traffic
Voice search is a big change in digital marketing and can affect our online traffic in both good and bad ways. Let’s take a look at these aspects to keep the market in a balanced situation.
Rank zero snippets
When you voice searches anything the first answer below the ad that is also known as the answer box is the rank zero snippets. About 50% of all the searches come from these snippets. If you are good enough that you ranked zero snippets in searches then this is a positive aspect but remember that it is only best for one website.
Personalization
From the combined effect of voice search and AI, users get the most relevant answer to their searches. A more personalized experience of a customer allows it to visit more frequently and give suggestions throughout the visit from conversational AI. A better experience for the customer is always important because it is good for business.
Customer journey changes
Due to voice search assistance, the journey of customers is much reduced because they just offer you one perfectly relevant search. When we search by writing it can give us so many search results, it can take us time to find the best. For example, if you want to find trends of the summer you just ask Siri “what are the best trends of summer?” and it can simply give you the most relevant answer with trends. It can make customers journey easier
Faster load time
Voice search is convenient over typing because of its fast and more accurate service. According to research voice search is 3X times faster than typing. It can give 20.4% more accurate than typing on a phone screen and also give results in less time.
Less traffic
When we find our right answer with just one search it can decrease our overall traffic. We can lose in catching our audience to roaming around the website and reach interlinks.
Impact of voice search on digital marketing
As the popularity of smartphone increases the use of voice search engines are increased side by side. Smartphone assistants and smart speakers are going to play an important role in overall marketing strategies. Apple’s Siri, Amazon’s Alexa, and google home are currently very popular voice assistants. From a prediction, 60% of searches will be done by using voice search by 2021.
Strategies for voice search in the digital market
Traditionally, marketers use the SEO keywords strategies to rank top and it is a big success for them if they rank anywhere on SPRE’s. Voice search change this plan of action. Customers no longer have to go through ten searches there are rarely even two options in voice search because it can satisfy the user’s query with its first search. This means ranked on #2 or #3 is not good enough now.
Adapting content
Now, as the method to search is different so the mechanism behind finding the answer is also different. While speaking we use more lengthy sentences compared to typing. For example, when we write “best weather for Pakistan” but when we ask Siri: “tell me what type of weather is best for Pakistani people” it’s more like a phrase so you should add long complete sentences and phrases as keywords in your content.
Using natural language
Another important factor of voice search is using natural language. During conversational marketing, we know that customers had to connect with the advisor similarly in voice search the user should have a healthy conversation with the device. For this purpose, your content should be according to the user’s context.
Action queries
Voice searches are more action queries then typed searches. This could give a huge benefit in terms of marketing ones your assistance can understand what type of information a customer looking for. If a query search “what is All top-selling (a website of smart products)?” then it means they want simple information. On the other hand, if a query searches “from where can I get all top selling ” then you have to give some certain information to fulfill the user’s will.
Local service
It also an important fragment of voice search that can find the best service near your area. For example, if you say “hey, google I need a plumber” it can immediately find your location and find the best plumbers near you. This is known as local search use in voice assistance.
How to get better ranking on voice search
When we come to the term ranking it’s all about finding relevant information for the customer. Below are the three factors that are important for voice searches in-short these are the basic pillars of voice searches.
- Relevance (information should be relevant)
- Prominence (using recommender system to find how the user has a specific taste)
- Distance (in local search distance matter the most)
With this information, you can conclude that the future world is a world of voice searching and it can expanding over all the fields of work even in marketing, using apps, or read informational content.
