Nicole Keeling
With the growth of technology, its usage also grows. Virtual assistants like Siri (Apple), Alexa (Amazon), and Google Assistant are doubling day by day. According to Statista’s 2023 report, over 4.2 billion people across the globe are utilising voice assistants, and the number continues to grow. With voice search being the centre of attention, businesses face new challenges but also exciting opportunities to reorient their marketing strategies to a voice-first world.
This article will demonstrate how voice search impacts SEO, content marketing, and paid search. It will address the place of digital marketing in today’s competitive environment and offer actionable tips on how companies can stay ahead of the game.
Voice Search Understanding: The Rise of Conversational Queries
Voice search is dramatically different from text searching. People are now speaking more organically. For example, instead of asking, “best gyms close to me,” a person might ask, “Alexa, what are the best rated gyms close by?” Such a shift in behaviour leads firms to consider modifying how they approach online marketing. Below is a description of the issues and opportunities voice search presents:
Issues:
- Long-Tail Keywords: Voice searches are longer and more conversational, so businesses need to focus on longer, more conversational key phrases that closely align with user intent.
- Local Search Focus: Most voice searches are for businesses and services nearby, so local SEO needs to be prioritised.
- Conversational Content: Businesses need to provide content that answers questions directly with clear and concise information, making it attractive for voice search.
Opportunities:
- Featured Snippets: Voice assistants primarily pull answers from featured snippets, which are the top results on a search engine results page (SERP). Optimising for featured snippets improves voice search visibility.
- Better Engagement: Voice search enables multitasking, and businesses have the opportunity to engage users with valuable and relevant content.
- Improved Accessibility: Voice search is more accessible for disabled or hands-free users.
Optimising Your Digital Marketing for Voice Search
SEO:
- Keyword Research: Optimise for natural language and long-tail keyword searches that mirror how people naturally speak when performing voice searches.
- Local SEO: Ensure your Google My Business listings are up to date and feature a balanced mix of good reviews, as these are important ranking factors for voice search.
- Structured Data: Implement schema markup to provide search engines with more targeted information about your business, improving your appearance in featured snippets.
Content Marketing:
- Conversational Tone: Write in a tone that mirrors how people converse, addressing questions that they might ask naturally.
- Answer-Focused Content: Structure content in a Q&A format, providing clear and direct answers to likely questions.
- Mobile-Friendly: Since most voice searches occur on smartphones, optimise for mobile devices.
Real-Life Example
Consider the case of a local gym looking to attract new members. Traditional SEO would involve keywords such as “gym” or “fitness classes.” However, with voice search, the gym can optimise for phrases such as “best fitness centre near me” or “yoga classes near me.” The gym can even create blog articles that answer common questions like “What are the advantages of yoga for flexibility?” or “How can I get fit without weights?”
By keeping the Google My Business listing updated with accurate details and excellent reviews, the gym will rank higher for local voice search queries. They can also leverage location targeting in PPC campaigns to ensure their message reaches local searchers looking for fitness services.
In another scenario, consider a local pet shop that sells pet accessories and food. Instead of optimising for “pet shop” or “dog food,” they can optimise for long-tail keywords such as “pet accessories store in [town name]” or “best organic dog food near me.” The pet shop can create blog posts like “Pet accessories every pet owner needs” or “How to choose the best food for your puppy.”
With location-based marketing and an optimised Google My Business listing, the store will rank higher on voice search results, making it easier for local pet owners to find their products and services.
The Role of Digital Marketing in Today’s Business Environment
In today’s world, a strong online presence is essential. A survey by Clutch found that 77% of buyers research online before making a purchase, highlighting the importance of internet marketing in converting leads into customers.
There are several types of internet marketing, including:
- SEO: Optimising a website so that it ranks higher in search engine results and drives organic traffic.
- Content Marketing: Creating influential, high-quality content to attract and retain customers.
- Social Media Marketing: Building brand awareness and generating traffic through Facebook, Instagram, and Twitter.
- PPC Advertising: Using paid search and social media ads to drive targeted audiences.
- Email Marketing: Building customer relationships through regular email campaigns.
An effective digital marketing strategy integrates these tactics to build a solid foundation, generate revenue, and establish long-term customer relationships. With the right strategies, businesses can meet their marketing goals and stay ahead in a rapidly evolving market.