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Navigating the voice search revolution: adapting your marketing strategy for a voice-driven world

June 1, 2023

A mockup of a smartphone showing the results of a voice search

Welcome back to Aryel’s blog, your trusted guide and confidant in the ever-evolving world of marketing.

As a marketer, innovation should be your bread and butter.
You’ve embraced countless different strategies, ranging from the most mainstream to the most obscure black-hat ones. Despite your efforts, you may feel an undercurrent of uncertainty – are you keeping pace with the swift current of change in consumer behaviors?

You’re not alone in this, fellow marketer. The digital landscape is shifting beneath our feet, and it’s not just about standing out anymore – it’s about adapting and moving with the flow. We understand the challenge and how you feel, perpetually stuck on the marketing hamster wheel (yeah, we made this up right now, but it’s actually quite fitting).

You can picture us as the calm and reassuring voice that consoles you when you’re on the verge of a marketing breakdown. Today, that gentle voice wants to keep you up to date about one of the newest trends on the block, the voice search revolution (pun intended).

Strap in because we’re setting off on an expedition through the world of voice search. This new marketing frontier is reshaping how consumers interact with brands and it’s high time you made your mark. We believe this could be an opportunity to reignite your marketing strategy and differentiate your brand in this cacophony of digital noise.

Voice search: what is it?

First thing first: voice search is a feature that allows users to perform a search query by speaking into a device rather than typing keywords into a search box. This could be a smartphone, a computer, or an increasingly popular smart speaker.

Let’s face it, we’re living in an era where multitasking is the new norm. We juggle emails while sipping our morning coffee, catch up on news while commuting, and sneak in online shopping in between meetings. Amidst this hustle and bustle, voice search emerges as the hands-free, eyes-free solution that seamlessly fits into our daily routines.

Voice search has the potential to transform the way we interact with technology, making it more human, more natural. Gone are the days of robotic commands and frustrating autocorrect fails. Now, you can chat with your device as though it’s a personal assistant, asking it questions, seeking advice, and even cracking a joke or two.

Moreover, the accuracy of voice recognition technologies has improved significantly over the years. The conversational AI behind these technologies is now capable of understanding and responding to complex, natural language queries with astonishing accuracy. This is one of the key reasons why even those who were initially skeptical about voice search are now embracing it.

Why does voice search matter?

So, why should marketers care? Simple.
As voice search becomes more mainstream, it’s changing the way consumers discover products, services, and brands. It’s reshaping the path to purchase, and that’s something every marketer should sit up and take notice of.

The evolution of voice search technology towards a more conversational style is enhancing the user experience, making it more engaging and natural, opening interesting opportunities for brands to differentiate themselves from the competition.

Voice search technology is no fleeting trend, mainly because it provides an unrivaled level of straightforwardness that modern consumers crave. With a simple press of a button and a spoken command, users can get instant results.

This technology has become an invaluable tool for users who can’t always be hands-on with their devices or who find it more convenient to speak their queries than type them out.
It’s also important to note that the precision and efficiency of voice search technology are advancing significantly. This continual improvement will thus lead to a broader adoption of voice search, underscoring the need for marketers to incorporate it into their strategies.

Lastly, voice search technology is making digital content more accessible to individuals who might struggle with typing or reading, such as those with visual or motor impairments. This opens up potential new audiences for marketers, further emphasizing the significance of voice search.

Voice search: how to make customer’s voice find you

Now, here’s the kicker. Do you know where the biggest opportunities lie when it comes to voice search? You might be thinking about fancy voice-activated gadgets or innovative voice recognition software. But you’ll be wrong. The real goldmine is in a place you might already be quite familiar with – and that’s SEO.

For the uninitiated, SEO (or Search Engine Optimization) is all about making your content shine in the eyes of search engines (we’re looking at you, Google). It’s a set of strategies and techniques aimed at boosting your website’s visibility in search engine results pages.
I don’t think it’s necessary to clarify why SEO – after all, we’re talking about voice search.
But that’s the point, they’re searching something, and you can maximize the chances that your site shows up for their specific query.

How? Well, there’s some things you can do.
When folks use voice search, they’re not just saying the same keywords they’d type into Google. Nope, they’re chatting away like they’re talking to a friend. Instead of typing “pizza near me”, they might ask, “Where can I get a slice of the best pepperoni pizza in downtown Chicago?”

So, our job as marketers? We need to think in questions and long-tail keywords that match this chatty style. Tools like keyword research platforms and even Google’s own “related searches” and “people also ask” sections can be goldmines for this​​. Create highly optimized content for those keywords, and you will increase your chances to make your site appear in the SERP.

And while we’re on the topic of conversation, let’s talk about tone. Think friendly, think casual. Ditch the jargon, and write like you’re talking to a pal (when possible).

Now, let’s get local. Most people using voice search are on the move, looking for places close by. Whether they’re searching for a cafĂ© to grab a latte or a bookstore to browse the latest releases, they’re often looking for something in their neighborhood. This is where local SEO and a top-notch Google Business Profile come into play. Keep it updated with all the essential info – location, contact details, hours – to make sure your store pop-up in consumer’s searches​.

Also don’t forget about Google’s featured snippets, those handy little info boxes that pop up at the top of the search results. They’re like a golden ticket for voice search. Virtual assistants often read these snippets out loud, so if you can nab one of those, you’re in a great spot for voice search visibility​​.

By focusing on conversational language, local search, and mobile-optimized content, we can stay ahead of the game and keep our audience engaged. Keep it fun, keep it relevant, and more importantly keep it conversational.

Echoes of tomorrow: final thoughts on voice search

As we navigate the new frontiers of digital marketing, we are in a constant state of evolution. Voice search is no different. It has transformed the way we interact with our devices, and in the process, is reshaping the landscape of SEO. By understanding and leveraging the unique characteristics of voice search – its conversational nature, its focus on local content, its reliance on mobile, and its preference for quick, concise answers – we can ensure that our websites are optimized for the voice-first era.

But let’s remember, technology never stands still, and neither should you, fellow marketer. The strategies we have discussed here are just the beginning. As voice search continues to evolve and become even more integrated into our daily lives, we need to keep pace with these changes, always looking for new ways to optimize our content and provide the best user experience possible.

Embracing this new search paradigm it is not just about staying ahead of the competition — it’s about creating a more natural, intuitive way for people to find the information they’re looking for.

Had enough reading? Want to have a real voice conversation on the future of marketing? Why not book a demo with our sales? They love to chit chat about Augmented Reality and our beloved Aryel platform. You can book a call here.