Did you know that over 50% of people use voice search daily in Britain alone? Risen from a mere 25% only 4 years ago, according to Google, 1 in every 5 searches is done by voice – that’s around 20% of all search activity. It’s predicted that by 2022 over 50% of all searches will be voice searches. What does this mean for content marketers and advertisers? Whilst it certainly necessitates change in the way content is structured, it could prove to be a beneficial shift for those ready to refine their content towards the style needed for successful voice search opportunities.
As with all content marketing it all comes back to understanding your audience. What do they need from you and in what setting are they viewing and interacting with your content.
How does voice search affect advertising?
The majority of Google searches are paid for by advertising. But, if we’re using our voices to search we may not necessarily be looking at a screen. So, the visual impact of digital adverts will change entirely. If the use of voice search continues to increase, PPC advertisements may become less effective as the audience for PPC adverts decreases. Of course, this is a potential challenge. It may well become harder for marketers to create awareness for their brand and we may see increased costs as organisations seek to find innovate formats to grab the attention of a declining audience. This could create a barrier for small businesses and start-ups.
Why do people use voice search?
Voice search is an extremely useful way of answering quick questions when you’re not sat in front of a computer or device.
72% of people who own voice activated speakers use them as part of their daily routines, with 40% of adults using voice search every day. For example, listening to music is a big part of everyday life and with voice search you can search for your favourite song in seconds. You no longer need Bluetooth speakers, you can simply play any song you like through your voice activated speaker. With voice search you don’t have to move a muscle. You don’t even have to open your eyes!
They’re are a few conspiracies theories when it comes to voice search. Some seem convinced that someone is listening to their every word and concerns around potential breaches of human rights continue to circulate. Then again, the software has to listen to our conversations in order to detect when they are needed. And, quite frankly, if the government are interested in my family’s obsession with the soundtrack to Frozen I won’t feel too violated!
How to prepare your campaign for voice search in 4 simple steps
- Make sure all your contact details are up to date on Google
- Make sure your website is mobile optimised
- Focus on FAQs, utilising keywords
- Localise your SEO strategy
How to find out what questions people are asking about your campaign
Consider how your audience talks about your campaign. When people use voice search they generally use keywords and won’t always use a grammatically correct sentence. Therefore, picking out keywords can distinguish your campaign from competitors. For voice search optimisation we recommend a tool called Answer the Public.
So, is it time to start thinking ahead rather than in the moment? Whilst trends keep moving at such a rapid pace, it’s important to prepare your PPC campaigns for voice search.
- See if your campaigns are already achieving results generated from voice search.
- Make sure you identify keywords related to your campaigns that voice search would pick up on.
- Make sure your website is mobile friendly.
Voice search is the way forward and “Alexa” is reportedly becoming a common new word in a toddler’s vocabulary.