Voice recognition technology offers a modern convenience and better ability to multitask in our everyday lives – from asking Alexa what the weather is today to asking Siri if your flight is on time. What started out as a bit of a novelty has woven itself into our personal lives as a useful tool, actually changing the way we use the internet. Current statistics show that 41% of adults use voice search at least once per day, and according to Google, among smart speaker owners who regularly use them, 62% make a purchase using voice technology on a monthly basis. In addition to desktop and mobile, voice search is now seen in our cars, wearables and smart TVs, and the speed to which searching by voice as opposed to typing is unmatched for most.
Voice recognition from Google has an accuracy of 95% and is expanding into a number of different languages and dialects. So, when someone tells a voice assistant, “Find an Italian restaurant near me,” has your brand taken the right steps to be included in those results? As voice search technology keeps improving, and connected devices like smart speakers keep adding and enhancing voice-enabled functions, marketers are incorporating the latest trends and technology into their marketing plans.
Here are a few key tips as we follow the continued growth of this trend:
Voice search to find local and hyperlocal businesses is on the rise, at 58% of consumers seeking local businesses. According to Google, searches for “near me” business have greatly increased over the last few years, offering marketers an opportunity to utilize geographic targeting to gain results for a business. By focusing on the customer intent – what customers are looking for in a given moment – marketers can create targeted content for these searchable moments.
By following what consumers are most often searching for and what questions arise, brands have an opportunity to gain insight into the information most sought after and can then build content to answer those questions proactively. Being one of the best information sources in a market space will place a brand above its competition, allowing them to be found more easily. To ensure your brand is populating to answer consumer questions, use conversational language, and focus on answering the “who, what, where, when and why” of your brand.
Searching has become more convenient than ever, and for digital marketers, Siri, Alexa, Google Home, etc. are changing the way SEO is approached. As the race to perfect voice technology continues, marketers will have to regularly fine-tune their SEO strategy to optimize for voice search. This clearly indicates any business seeking to attract the most possible inbound traffic to your website must implement voice SEO moving forward, optimizing keywords and phrases for searches using these voice assistants.
Voice search offers marketers a more meaningful way to engage with their audience at each state of the purchase journey, moving beyond the visual website to more interactive experiences accessed on any device. To capitalize, brands need a deep understanding of their consumers and their tech knowledge to ensure these messages are delivered. As the tech and AI continues to develop, our team is closely following this trend as it gains even further traction in 2021. For more information on marketing insight and to discuss strategies using the latest technology to reach your audiences, contact Morgan & Co. today.