We are well into the age of digital marketing, and as we move further into the future, it’s important that we explore new technologies and trends that will shape how businesses advertise and reach consumers. One such trend is voice search. In this blog post, we will discuss what voice search is, how it affects businesses, and ways in which they can adapt to capitalise on this growing trend.
The power of voice search
According to Google, 20% of all mobile queries are voice-activated search (Source: Brafton). This statistic is growing and presents a huge opportunity for businesses who want to stay ahead of the curve! With voice search, users can ask questions and get answers quickly and easily. This is especially useful for people who are on the go and need information fast.
Voice search is changing the way people find information about products and services. Most consumers require at least 7 touch points before they purchase a product. However, with voice search, this number is expected to decrease significantly. This is because people will be able to get all the detailed information they need about a product or service just by asking their voice assistant.
If you want your business to stay ahead of the curve, it’s important to start thinking about how voice search will impact your marketing and advertising strategy. Below are a few ways you can do this.
Structured snippets
One way voice search will affect businesses is through something called structured snippets. According to SEM Rush, “70% of all answers returned from voice search occupy a SERP feature (60% of those being a featured snippet).”
A structured snippet is a special featured snippet that shows up at the top of the SERPs, aka results page, when someone asks a question aloud. They are designed to give users quick and concise answers to their questions.
A simple way to create structured snippets, start by brainstorming a list of questions people might ask about your business. Then, create content that answers those questions.
Businesses must optimise their content to be included in these featured snippets. If they don’t, they could miss out on a lot of potential traffic.
Copywriting is key
The way your content is written is another important aspect to voice search optimization.
When it comes to voice search, people tend to use more natural language than they would when typing out a query. This means that businesses need to adjust their copywriting to reflect this change in user behaviour.
Some tips for doing this include:
- Use long-tail keywords (people use 7-10 keywords when using voice search as opposed to only 1-3 when typing).
- Write in a conversational tone.
- For voice search to work, your content needs to be concise, clear, and direct.
By following these SEO copywriting tips, you can ensure that your business is prepared for the voice search revolution!
The inverted pyramid approach to content structure
An inverted pyramid approach to content is when you start with the most important information first and then provide supporting details after. This is in contrast to the traditional approach of starting with an introduction and then getting into the meat of the matter.
The reason why this approach is effective for voice search is because users are usually looking for specific information when they use this type of search. So, if you can give them what they want right away, they’re more likely to stick around and learn more about your business.
This doesn’t mean that you should completely abandon your current content structure. Rather, you should just keep in mind that voice search users are looking for something specific and adjust accordingly.
A simple way in which you can integrate an inverted pyramid structure to your content is by adding some highlighted points to the top of your article or service page that details, or summarises, the main details.
Claim your business listing
Claiming your business listing on voice assistant platforms like Google Assistant and Apple Siri. This will help ensure that people can find your business when they’re looking for what you offer.
To do this, simply search for your business on the voice assistant platform and follow the instructions to claim or create your listing. Once you’ve claimed your listing, be sure to fill out as much information as possible so that potential customers can learn more about what you do.
Final thoughts
Voice search is a growing trend that is quickly reshaping the world of marketing and advertising. In order to stay ahead of the curve, businesses need to include voice search as part of their marketing strategy. By taking steps to optimise your website and create voice-friendly content, you can keep your business ahead of the competition. Voice search is here to stay, so it’s time to start optimising your content for this growing trend!
If you would like to know more about how you can adapt your digital marketing for voice search, let’s chat!