Many experts would agree that SEO’s landscape never stops changing, and a lot of these changes are dictated by what’s new with technologies. Every time a new technology arises, everything about SEO needs to catch up too. This means companies must change their content strategy to adapt to the behaviors of their audience every so often. Like right now – when there’s an increasing trend for audio searches.
The thing is, it’s not just a fad. It is here to stay. Ever since Siri, Alexa, Google Assistant, and all the other AI-powered assistants sprung into being, the adoption rate has been crazy. Back in 2016, Google announced that 20% of all mobile queries were by voice. Over the years, more technologies with the ability for voice searches appeared, including new models of laptops, desktops, and yes, mobile phones too. According to Techjury, voice-based searches will account for 50% of all searches this year.
What is a voice search?
Voice search is a function that allows users to perform online searches through devices that have voice search functionalities, such as laptops, mobile phones, and other similar devices. Users ask questions verbally over the speakers of their devices instead of typing through the keyboard. Those questions are answered by AI assistants such as Alexa, Google and Siri.
So, what does it mean for your business? Let’s take a look.
Audio searches affect your traffic
The widespread use of voice assistants has had an enormous influence on the way people use search engines. Googles BERT (Bidirectional Encoder Representations from Transformers) algorithm update in late 2019 was developed to combine the use of machine earning and Natural Language Processing (NLP) to better identify the context of search queries. This is important – because if your business doesn’t have a strategy for voice search optimization, you’ll risk falling behind your competitors who do. Audio searches affect traffic, and the only way to boost traffic in this continuously changing search environment is to be more visible and credible. You can achieve both of these by optimizing your site’s content for voice search queries before your competitors do.
Audio searches have a significant impact on local SEO
Many people who perform voice searches do so to find local content or information so it’s important to take advantage of this opportunity if you’re a local business. Incorporate a local voice search optimization strategy into your marketing plan by adding a local business schema to your website. By doing so, you’re increasing your chances of being found on voice searches. Search engines will find it easier to crawl your website for information about your business. This will not only drive traffic to your site, but it will also help boost your sales.
Audio searches prioritize micro-moments
Micro-moments are “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” Google encourages businesses to think about this new mental model for online marketing because voice searches prioritize it. As more and more consumers perform voice searches, you have the opportunity to be there to deliver the information they need. It means being able to build a competitive edge over for your brand.
Why should you step up your voice strategy for micro-moments? Consider the points made in this interesting Google guide:
- 90% of smartphone users aren’t certain about the brand they want to buy when they start looking for information online, and 1 in 3 users have purchased from a business other than the one they intended to buy from because the information was provided at the moment they needed it.
- If you’re consistently showing on searches done through mobile devices, you can improve your unaided brand awareness by 46%. Relatively, 51% of users discovered new brands through their searches on their smartphones.
- Ultimately – showing up gets your brand in the game to be chosen, not just seen. Given the rising trend towards voice search, you need to make sure you’re constantly in the game.
How can your business stay ahead of the game with voice searches?
We have some helpful tips for you here on how you can stay ahead of the game with voice searches.
- Adjust your strategy for natural language
First of all, ensure that you adjust your content and SEO strategy for natural language searches. Optimize your content to account for the highest value on natural language searches.
- Add an FAQ strategy
It will also help to add an FAQ strategy on your site’s blogs and posts, or social media posts where the customers can easily be redirected to the information they are searching. Voice search questions often include “what”, “who”, “when”, “why”, and “where”. Identify the questions that are most important to your customers and include the answers to your content and posts.
- Apply a long-tail keywords strategy
Voice searches are typically much longer than typed searches. So, applying a long-tail keywords strategy plays an integral role in your brand to be found in searches.
- Hire the professionals
If you don’t have a dedicated team of SEO experts who are constantly keeping up with rising trends such as audio searches you may be at risk of falling behind your competitors. We know the world of SEO can be complex and challenging but that’s why we love what we do so much. Our professional team of SEO experts can help ensure you’re always in the game. Like to know more? Just check out some of our work here or contact us for a chat about how we can help you implement a voice search strategy for your business.