5 Ways Marketers Can Harness the Power of Voice Search

Posted by Mila Hose on Sep 15, 2016 11:05:07 AM

3-voice-search-edit.png

With 20% of all mobile queries coming from voice search and 41% of adults performing voice searches daily, this method of search is quickly hitting mass mobile user adoption. Voice search and local queries are intertwined, with voice search queries on mobile devices frequently showing local intent and 70% of those who bought in a store checking mobile first. If brands are on track to meet  ComScore’s prediction that 50% of all searches will be made by voice by 2020, marketers must adopt strategies to optimize for voice search.

Why You Should Care About Voice Search
Part of the exponential growth of voice search is due to its seamless integration with a user’s local intent. Voice search allows users to multi-task in a way like never before. In fact, 61% of users say that their primary reason for using voice search is for hands and vision-free interaction. With voice search, users can get directions, call a friend and search for a nearby restaurant all while operating a vehicle. Google found that 40% of adults and 38% of teens use voice search to ask for directions to nearby locations. Furthermore, as voice search accuracy has continued to increase, researchers see a direct correlation between increases in adoption rates. With a 99% accuracy rate, some believe that voice search will drive users’ search queries on-the-go.

Voice1-p02.jpg                                                                                         Image Source: Google

Personal assistants and artificial intelligence are steadily beginning to predict a user’s activity. For that reason, the relationship between a user and voice search becomes much more personal, changing the structure and style of search queries. Voice searches are more conversational and generally structured as a question.

Chart26.jpg
With more personalization comes a pattern recognition of query style. Text-based searches may consist of keywords, such as “pizza near me.” But a voice query be made in the form of a question such like, “Where is the nearest pizza place?” The choice of words used in a question provides in-the-moment context, delivering deeper insight into an individual customer’s context and journey.

Harness the Power of Voice Search
While voice search is input vocally, it is still transcribed textually to recognize keywords and phrasing. Thus, marketers at this point should focus on adapting organic local search strategies to provide accurate and relevant results to voice searching consumers. Below are a few areas to take into account:

  1. Constistently Syndicate Location Data
    Having inaccurate data or inconsistent listings for the same location could force your brand out of the searcher’s results.Search engines crawl pages to find the most topically and geographically relevant data for users Users making nearby searches expect accurate listings data that includes a business’ NAP information. Each of store location should have its own landing page with relevant hours, services, NAP data, etc. for that specific location that will appear visible due consistent data. 

  2. Optimize With Schema Markup
    Schema markup and rich snippets allow search engines to crawl your local pages more efficiently and use them to become a part of the available knowledge graphs for voice search and personal assistants. Schema markup can help give your brand more visibility and provide value-driven, informative results to local searchers.

  3. Have a Review Moderation Strategy
    If you don’t already have one, be sure to implement a review moderation strategy to get found in local voice searches. The presence and quality of reviews are ranking factors for Google and are also used by local consumers to help evaluate a local business and complete their intention based on star ratings. Low star ratings or a lack of reviews can often deter a searcher from making a store visit, even if their personal assistant listed your brand as an option in the local search results.

  4. Develop Conversational Content
    Create content in a natural and conversational tone, similar to that in which users will be making voice search queries. Write content that answers some of the questions that consumers are asking about your products or services. Keywords are still relevant, but they are not the only aspect to consider. Short-tail keywords are becoming less relevant, and longtail keywords are gaining prominence. Longtail keywords are more natural and in-line with human speech, making them exceedingly valuable for voice search.

  5. Use Location Data Form Geo-targeted Campaigns
    Use location data to understand your brand’s audience and their local intent. Form actionable, geographically relevant ad campaigns that include descriptions, directions, star ratings and click-to-call buttons and surface upon local queries. Your hyperlocal content will connect with users and draw them to your store location with premium offers that allow them to complete their intention through your brand, while also forming positive sentiment about your brand because of the deal they received. 

Voice search is providing users with enhanced functionality and increasing consumer expectations, as personal assistants begin to predict behavior and provide relevant solutions. Enterprise marketers have a big opportunity to harness the power of voice search and AI technology by getting out in front of local consumers from the onse

Get started today with a free multi-location Quick Scan below to stack up your location data’s potential for success with voice search.

25-loca

Topics: Local SEO, Artificial Intelligence