Voice search is the future of digital marketing
Digital voice assistants such as Amazon Echo and Google Home have moved rapidly into our everyday life – complementing the penetration of existing mobile-based voice gadgetry. Apple has recently weighed in, too, with its HomePod – replete with a swish Spike Jonze directed ad featuring FKA Twigs.
Voice Search is big business – it has been estimated by US analytics firm ComScore that, by 2020, 50% of searches worldwide will be carried out via voice.
As people become more and more familiar with using voice search, how can marketers adapt to ensure that they make the most of this futuristic technology? To begin with, having a basic understanding of how Voice Search is different from traditional text-based search is crucial if you want your brand to top the search engine results pages (SERPS).
Voice Search Optimization
Voice queries are usually more natural and conversational (casual so to speak) in structure, while typing generally produces more simplistic, quicker to type keywords. Voice search is more likely to contain question phrases, demanding specific information rather than just a string of keywords, and this, therefore, can more strongly indicate intent.
Building this more conversational phrasing into content is changing the way marketers need to think carefully about terms used in content, rather than just keywords and the structure of content to enhance relevance.
Who is Stuart Shaw?
Stuart heads up the Search and Strategy teams at Zazzle Media. Always hungry for knowledge and consistently striving for perfectionism, Stuart Shaw is a human database but with a partition specifically for useless facts and Dad jokes.
Stuart Shaw holds a blended background in marketing and keeps his eyes firmly on the horizon with regards to new tech and upcoming potential search trends.