Voice Search Optimisation. Sounds a bit sci-fi doesn’t it. However, thanks to the creation of Siri and Cortana we realise that we no longer affiliate voice search with futuristic spaceships and spy kids-esque films. Comscore* forecasted that by 2020, 50% of our searches will be done by voice searching. That’s almost completely parallel to the rise in e-commerce shopping via apps, highlighting that this is something that must be incorporated into your brand’s marketing mix sooner rather than later.
The difficulty with Voice search optimisation is that it cuts out the middle man of providing the user with a selection of options to use for their requirements, rather you’re the first result or not at all.
The tricky thing about voice search optimisation is that Voice SEO is still in its early stages. This of course doesn’t mean you can ignore it til later, the sooner you acknowledge it the sooner you can improve your brands voice optimisation, allowing you to develop your marketing strategy well ahead of everyone else. Keep in mind that long tail keyword searches may be more suitable for this type of SEO, as many people will ask a question in a more conversational manner than they would when typing.
A good idea is to consider recording any customer service calls or conduct an audit of any chatbots/ customer service emails to find any patterns of language used when contacting your organisation. This could be your search rankings within voice search software, however there has been some debate as to whether this strategy is completely beneficial in the long run, due to advancements in natural recognition technology.
Mind your P’s & FAQ’s
Have a look at your FAQ page. Does it answer common customer queries or shed light on some more complex processes within your business? Probably. But what you may not realise is that your FAQ page could be a key player in getting your page featured on Google’s snippet box and thus, top voice search ranking. Developing our top tip of analysing customer service calls and emails, using these for research into top common questions asked and incorporating them into your FAQ page in a similar language pattern could improve your voice search rankings. Soon, your FAQ page might become the understated gold mine for your brand’s SERP ranking.
The Voice Of The Future
It’s still too early to make solid assumptions that voice search will become the prominent means of researching and buying through the internet however what we do know that it won’t hurt to starting thinking about how your brand can implement it throughout your strategy.
It seems that voice search marketing may be more suited to different types of industries as oppose to a one-size fits all approach. Dominoes* for example, report that they now allow customers to order pizza through Google’s Alexa. Albeit the sales from this new feature hasn’t sent Dominoes’ profits soaring, they’re confident that this new addition to their strategy will be a slow but successful burner as more and more people continue to adopt Voice searching.
55% of teens or newly coined term “Gen Z” have already adopted search within their daily lives, a number set to rise and a new consumer segment to target. (link to gen z blog?). Although we’re not fully aware of the potential or capability of Voice Search, here at Fierce we think you should take it into account now rather than floundering at its peak popularity.
Let your brand’s voice roar.