Updated: Oct 2, 2019
The rise of voice search and voice assistants is revolutionizing the way people relate with and use technology to search. Voice search is changing the way users search for information, how search engines handle search queries, and even how we think about search engines. So as a business owner, what marketing needs and strategies do you need to pay attention to and implement to stay competitive?
First, let’s take a look at how people are using voice search with these 2018 statistics:
And these percentages are only rising as and voice assistants continue to advance in popularity and design. Screens and text have been integral to the internet, search, SEO and digital marketing strategies for a long time, and still are to a large extent. But now that searches are being performed by voice and voice assistant devices along with screens, our digital marketing strategies must change and adapt to suit.
Voice searches are different from text searches in several key ways: they are typically longer, use conversational language, and have action-oriented user intent. For example, “Dallas weather today” vs. “Is it going to rain today, and will I need an umbrella?”
Voice search results are also different: they do not return pages of results from which the user can choose links to click; instead voice assistants return only the top or top few results.
A text search might look like this:
“Implant dentist near me”
While a voice search might sound like this:
“Hey Google/Hey Alexa, find a dentist who does good dental implant work within 5 miles of me.”
How would Amazon Alexa or Google Home respond to the text search vs. the voice search? Would your practice be one of the results returned in both cases?
Your digital marketing strategies should address the unique characteristics of voice search by:
-Including long-tail keywords in your SEO campaign - longer phrases that target more specific queries.
-Ensuring your website is optimized for speed and mobile use.
-Thinking about and catering to your consumers’ user intent when searching for your business or businesses like you.
-Strengthening your local SEO strategy - voice searches tend to be immediate and local-based.
-Using natural language, question phrases, and providing concise answers to those questions - include elements like detailed and keyword friendly FAQs and Q&A blog posts.
As technology changes, digital marketing strategies must continue to evolve with it. Voice search will continue to become more prominent, intelligent, responsive and accurate, and it is vital for the longevity and success of any business to capitalize on voice as the next frontier of technology.
Alexa. Siri. Google Home. Cortana. If you asked any of these voice assistants about your practice’s location, hours or services, do you know how they’d respond? Your patients are asking these questions — 58% of consumers have used voice search to find local business information in the last year alone, and that percentage is growing rapidly. Voice-powered services have created a seismic shift in how consumers find information about you. Is your business ready?
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