Voice Search is not just for ‘the Millennials’, neither is it a fad. It supports technology developments and in turn it is getting ever more popular Worldwide.
Clinging on to text based search for dear life is going to leave your enterprise’ online presence behind the rest. It’s time to shift your thinking and thankfully it’s not going to need months of arduous development or masses of investment. This article provides the voice search statistics, the current landscape insights and will give you content development actions you can take today.
Coupled with sales of smart speakers across UK households and more voice led assistance manufacturers entering the market, consumers are clearly jumping on the trend. 9% of UK Households purchased an Amazon Echo within the first 6 months of its UK release. As is the case with all emerging technologies consumer demand directs brand investment into development. Therefore at this current rate, it’s safe to say it is going to continually to be adopted and the way you write content will need review.
Also, developments in wearable technology have fast-forwarded its necessity. Often screens are small on these devices and obviously fingers are big in comparison. Mintel estimated UK sales of 1.96 million devices in 2017 which was a rise of 23% on the previous year. Amazon provided similar figures for the holiday period in 2017. The Amazon Echo Dot being the highest selling Amazon device and the ‘top selling product available from any manufacturer across all categories on amazon.com’.
Gary Veynerchuck predicts the decline of texting in the future due to the rise of these technologies and the speed and utility that they offer. ‘I genuinely think I am going to poke my head out of the shower 3 times per shower, because it’s going to be faster to say it and get that person to know the information than it is to grab the phone and do it’.
What Are The Implications of Voice Search’s Growth?
Where users were typing in ‘green trousers’ they are now saying ‘where can I find green trousers in Bristol?’. Long-tail key words usually have less competition too, so optimising content based around long-tail keywords.
Search engines and particularly Google constantly make changes to their search algorithms. Recent shifts have definitely incorporated the developing landscape of voice search and long-tail keywords. This means that those who didn’t rank so well now have a better chance to be more visible based on their previous content and future content.
As touched upon above location is an important element within voice search. Google’s aim is to deliver the best and most relevant results. So likely that users locality will continue to play a large part in the results being displayed. And it doesn’t take a phd to understand the way in which users talk to devices (‘Siri, where is the nearest…?’ or ‘Alexa, how do I get to….?’) is often location based.
Voice Search commands are still being translated in to words by search engines to process. So website content is still the best developing way to gather website traffic (audience).
What Can I Do To Get More Voice Search Website Traffic Right Now?
(Skipping over making sure your website is mobile friendly – If it’s not already you are already miles behind everyone and need to sort this as priority 1)
Adapt your mindset then make changes to your content. Think about the way people use voice search: ‘Siri, show me pics of funny cats’. ‘Alexa, where is the closest coffee shop’. ‘Google, why do hummingbirds hover?’. ‘Siri, how do I replace the brake pads on my mark 5 Astra?’
Integrate long-tail keywords in to your content. Where you were trying to rank for ‘logo design’ shift to aim at ‘logo design in the UK’ or ‘logo design for startups’. (Use the ‘More Helpful Links’ section further down the page to help you with this)
Bear in mind that changes in the search engine algorithms continually develop so there is a good chance that your previously written content, which wasn’t getting a positive ranking, will be ranking better – these are opportunities and are to be looked out for. Developing this content can cause quick rises in ranking.
Otherwise any future content created (website pages, blogs, news, white papers etc) should make sure that they aim to answer questions that could be being asked via voice search around your business. Are you a local bakery for example? Then maybe some content regarding the local area you are based. Google uses location as one of the ranking factors to ensure the best quality results – so writing content with this insight ensures that when someone in your area says ‘Google, where is the closest bakery?’ yours is high in the mix or even top of the page.
Also think about sentences around keywords and key phrases that people will use to find you. For example: a company that provides Augmented Reality or AR design services may find that there are more UK searches for ‘AR’ than there is for ‘Augmented Reality’ or vice versa. If I was to carry out a voice search command to search for a company is this area I would probably say ‘Siri, show me the best UK AR companies‘.
As you are making content changes with the aim of getting further audience you need to ensure that this is not a wasted effort and that your new audience converts in line with your goals. Does your business need freshening up? A new unique brand logo perhaps for better recognition? (We might know of a platform that can help with that…)
Further Voice Search Statistics To Give Your Business Insight:
The U.S. provides a lot of insight regarding the adoption of voice search and how it is being currently used for eCommerce. For example 1 in 4 shoppers used voice search assistance while booking holidays in 2017.
MozBlog – Moz is an SEO industry expert led platform. It provides a considerable amount of insight when you use their subscription service. There are other similar SEO support platforms out there but we draw your attention to Moz due to all the brilliant and free articles they continually put up via their blog. It’s easy to use and full of insights.
Answer The Public – Yes, to start you will be staring at a middle aged man getting progressively angry that you have yet to type in a keyword. But once you do you will find that this platform provides the questions that are being asked around the keyword and the volumes. This is a good place to explore long-tail keywords to incorporate within existing content or perhaps the basis of future content.
Ubersuggest – Neil Patel is one of the most popular global speakers on SEO and bought and developed the Ubersuggest tool in 2017. Similar to the above it’s very user friendly and when a user enters a keyword the tool provides additional keywords, long-tail keywords and the volume of searches. However, a bit more attention has gone on to the scoring of keywords. For example this tool provides a difficulty to rank score, paid advertising competition score and over the year trends.
Buzzsumo – Another user friendly platform to support content creation. You get a quota of free searches per internet device or IP (top tip: If you run out of searches on your desktop device turn off wi-fi on your phone – using 4G/5G and you have doubled your quota). Type in a keyword associated to the content you are looking to write. Hit return and Buzzsumo will show you articles titles and the volume of engagements and shares across the appropriate social medias. The titles are all linked to the articles so you can take a direct look to better understand what made them so shareable/likeable and gain insight when writing your own related content.
Have you got any interesting stats that could provide insight to small businesses? Connect and make contact with us via all the usual places – Contact Page, Facebook, Twitter and Instagram. Good insights and advise is always worth sharing!