20% of searches over mobile devices are reported to be voice
searches. Traditional organic searches by means of typing words into a search
engine is being taken over by voice search due to several factors like
convenience and speed.
54%
of the US population has access to a voice assistant (18% through smart
speakers and remaining through smartphones). This ubiquitous presence of AI
makes it more convenient to simply search the web through voice commands than
access a device and manually type.
Second,
users can input 110-150 words per minute using voice search while they can
input only 38-40 per minute by typing which makes voice almost 4x faster than
typing. As a result, some estimates indicate that over 50% of total searches will
be through voice in the next 5 years.
What
does this mean for digital marketing?
Given
this shifting trend, it is imperative that businesses optimize their websites
as well as digital marketing strategy for voice search. Some ways in which this
can be done include:
·
Move away from keywords: For one it means that rather than focusing on keywords, it is more important
to use simple language. The content of the web page should be able to answer
the intent of a users’ search. Priority must be given to the implied meaning of
a search query as using keywords in content has no value when it comes to voice
search.
·
Use long tail keywords: While typing, we use short
and concise words to convey our intent but in voice searches, people speak a
proper query to find a solution. Hence, it is important to include those
long-tail keywords in web content. With voice search, the average length of
questions will increase. As an outcome, marketers have to increase the length
of their keywords.
·
Add frequently asked questions that can be picked up
easily by the AI
·
Tell Google about your relevance: This
can be done by using structured data markup. It helps in telling Google bots
about a webpage’s content and its relevance.
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