Voice Search SEO - The Impact of Voice Search in Marketing

Why voice search SEO? Are vocal searches that important?

Brand voice is an expression through words that aim to engage and motivate audiences. With emerging smart tools - such as Amazon’s Alexa, Apple’s Siri, and Google’s Home – brand voice is making its way into the marketing world. While it’s not widely accepted, marketers should not wait to incorporate voice search.

Voice search allows the user to use voice commands to search the internet. In a sense, it acts as directory help. The scope is huge – it can be used on websites, email newsletters or marketing materials. Over 20% of all mobile searches are performed by voice, with signs pointing to nowhere but up.

Growth in the voice search realm

Nowadays, voice search is changing the way that we are consuming information. Certain aspects of a brand, including voice and personality, will become more human-like. Just as social media strategies shifted into content marketing, voice search is rising.

5 ways voice search will impact marketing

Here are five ways in which voice search will make an impact in marketing, and how you should get on board with your brand:

  • A quality written material

    Individuals are turning to smart tools to ask questions. As a result, brands should prepare to respond to the queries. This means offering the most important information while keeping it to the point. The average individual types around 40 words per minute, but is able to speak 150 words in the same amount of time. This shows that our vocal sentences are longer when we use voice search. To optimize content for voice search, keep responses relevant and conversational. You need to imitate a real human.

  • New marketing guidelines

    With new mediums come new marking guidelines. At the moment consumers are still not accustomed to the voice search marketing. So, you should not bombard them with extensive descriptions or aggressive sales pitches. Try following the guidelines of the services you are using.

  • Personalized brand voices

    The time when voice search will become personalized will come. Brands will be able to choose their own vocal features. Ask yourselves - if your brand was a real human being, what would it be like? What would be their age, gender, language, and personality? Today’s voice searches by default are female voices. Why is this so? Individuals expect women to take on administrative roles, as opposed to men. These social expectations should influence the marketer's decisions.

  • Brand consistency

    Now you have determined what your brand should sound like. So, you need to make sure the voice and tone of your brand remain consistent for it to be recognizable. For instance, Amazon’s Alexa always sounds like Alexa and it is unique to the brand. Now, Alexa has over 15,000 skills, which can range from basic to more robust functions.

  • Voice search purchases

    Voice search is driven by AI. This means that with time it will catch on the individual buying preferences. It will know the needs and habits throughout the buyer's journey. This will make personalization even more important in voice search purchases. The gathered data will be able to predict consumer behaviors in a way like never before.

The dawn of a new ‘search’ era

The marketplace is enormous. It is growing at an incredible rate. Tech-savvy tools, like voice-controlled devices, are becoming a standard in homes worldwide. Just look at Google Home. From October to January of 2017, the AI smart speaker sold one every second. This is equaling approximately 7.5 million Google Homes.

It is safe to say that one of the biggest emerging tech trends of 2018 is AI driven voice search. Experts have estimated that by the year 2020, voice search will account for 50% of all searches. This includes both via mobile and home devices. Voice search will change what we are searching for, how we will search for it, and how we will make buy decisions. Like the early days of marketing, when companies realized the need of websites, they need voice search to connect with consumers. The route of voice search is difficult to predict, but we do know that it's moving forward. Its impact on marketing is growing and we are entering the dawn of a new ‘search’ era dominated by voice.