As we move through a new wave of search technology, we are experiencing another pivot that feels like it has appeared out of nowhere. ‘Voice Search’. It is the newest evolution and it has left brands and marketers in uncharted territory.
Let’s take a few steps back.
Searching used to be simple. It used to be 3 or 4 fairly specific words, and the search began. “Shoe stores Toronto”, for example. Straight forward, no nonsense and to the point. Now, as we move past what feels like simpler times, we are in a period of phrase search, or more officially, Longtail Search. It’s no longer a couple of words, it’s a full sentence that you say out loud to your phone, smart home device, laptop, cat…etc. “Hey Siri/ Google/ Alexa, where can I find a pair of shoes near me?”.
This new way of searching brings up a lot of implications for both brands and marketers, and it’s time to adjust.
Business’ SEO Rankings Just Got a Little Trickier
The biggest consequence of voice searching is its impact on how businesses rank on search page results. It’s no longer going to cut it if you just show up somewhere on the first search page. Most users won’t get past the first answer (also known as the elusive position zero), or may completely switch gears after realizing what they said the first time wasn’t quite right.
Local businesses specifically will feel the impact of voice search and what it can do for their SEO ranking. Nearly 22% of voice searches consist of consumers looking for something specific in their area. That’s a huge percentage of potential new customers that are looking to experience something local.
Another implication that will affect a business’ SEO ranking in the midst of voice searching are ‘micro-moments’. Say hello to a term that came along a few years back and is having a resurgence like no other. Micro-moments are when a consumer makes an impulse or reflex decision to do something, buy something, learn something, etc. This quick act to perform an online action is at a peak with voice search as these micro-moments generally happen on mobile phones.
Marketers and Brands Need to Learn a New Search Language
Voice search consists of a much more conversational and personal language in comparison to your average joe search. It’s no longer “fitness trainers” it’s “should I get a fitness trainer”. According to Google, they have seen an 80% increase in mobile searches that include “should I” in the past two years. This new language means marketers have to work closely with their brands to ensure the content they create includes the consumer’s new way of thinking. Everything needs to be more conversational, genuine and personalized. Gone are the days of “You Need This”. We are in an era of “You Will Benefit from This Because ___”.
This new language also includes straying away from short and simple keywords or phrases when creating ANY content for a website or managing SEOs. Fuller phrases with more information will bring in more traffic as longer blurbs become the search norm. In doing so, this will increase the chances of a site appearing at the top or in “position zero” significantly, as not many brands have made the change.
Mobile Friendly Sites are the Way of the Future
As marketers and businesses owners, creating and having a mobile-friendly site is no longer a question, it’s a must. With over 50% of all internet searches coming from phones, having an online experience that is just as exceptional as it would be on a desktop is expected. As voice search continues to increase, mobile-friendly sites will be the make or break factor for any visitor to make a purchase, visit a location, etc.
Voice Search is Here to Stay
With 27% of online users using voice search on their mobile phones and a predicted rise in that number by the end of 2020, it’s clear that voice search is a big hitter. A lot of quick and intense changes have occurred in a short time for brands and marketers, and voice search will be one of many that are non-negotiable.
As these shifts continue to happen, we will start to see even more obscure trends begin to pop up. Screenless searching and apps are not far away….is your business or agency ready for what comes next?
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
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