Winning at Voice-Assisted Search
The Walmart and Google cooperative voice-shopping partnership announced a few weeks ago heralds more than just the first real challenge to dominant e-commerce giant Amazon. It punctuates the growing prevalence and importance of voice-assisted searching and shopping behaviors.
Voice-assisted search came onto the mass market in 2011 with the initial release of Siri. Since then, there have been ongoing improvements and expanded options in natural language technology and experience. A better user experience made consumers comfortable with voice search and increased its usage, further fueling development of the technology and data architecture that makes the information we crave voice accessible. Personal assistants are now a default on smartphones but in the past couple of years smart homes, home devices and technologies like Amazon Alexa/Echo, Google Home, Google Assistant and even Microsoft Cortana (which powers both SIRI and Alexa) have become commonplace in American households. Amazon doesn’t divulge numbers but unit sales estimates for the Echo devices vary from 8-11 million since its 2014 introduction.
People use their voice-activated devices, most commonly their phones but increasingly smart speakers, for a number of purposes. They listen to music, control smart appliances, research products, play games, set alarms, enjoy audio books, catch the news and a thousand other things. Partnerships with other internet driven companies, like Uber, amp up the productivity and use cases for a voice search or shopping experience. Consumers can check ball scores, the weather, flight status or order a car, a pizza, a replacement part or any number of very useful queries. Add context — as in where you are located, what device you are on and a search history and the search utility goes way up. How will marketers pay for that level of relevance?
Marketers need to quickly understand how to optimize for voice search and voice assistants as the volume and share of mobile searching continues to rise. Hitwise says that almost 60 percent of searches currently take place on mobile devices with their tiny screens and keyboards. This makes voice search an attractive alternative to thumb cramps and typos. To date, Google has not announced a paid voice search product but organic results will be in sharp demand as comScore predicts that 50 percent of searches will be done through voice by 2020. Gardner further predicts that 30 percent of web browsing will be done sans a screen. Need more proof? Bing’s market share has rebounded in recent years, in part due to all the Android and Google powered voice searches that utilize their data. Moz wisely cautions that voice search volume is additive to typed search and not to neglect your typed search SEO as it continues to be important.
Search behavior is naturally altered between text and voice. Voice searches take a more conversational approach and are much more specific. Users typically ask a long question to a device where they might type a short string of keywords in a screen based search. Often taking place in a mobile environment and on a mobile device, voice searching skews to local queries. The results also differ. The search result can be returned by voice and is not always delivered with or by a long laundry list of possible search results to scroll through. The top one or two places in a search result will become all the more important, as the goal of a voice search is not to provide options but to provide the best response. THE answer.
As our population gets more and more connected, voice search will play a larger and more important role in commerce. A recent report revealed that in the last 12 months 19 percent of consumers have made a purchase using a voice-controlled device. That purchase percentage soars to 43 percent for Millennials. Marketers and sellers, in particular, should tread carefully. If consumers are voice shopping on an Amazon device in the Amazon marketplace, that closed environment provides Amazon the ability to skew the search results to Amazon products or their preferred partners. It’s not a level playing field. It’s the Amazon playing field and they have the home advantage. Voice assisted shopping can also devalue brand as both searches and search results are often generic.
Many experts suggest that becoming THE answer to relevant voice searches will take a combination of new skills and tactics that recognize that SEO is no longer entirely about SERP position though, happily, it appears that optimizing for voice searchers also improves overall SEO.
What steps should marketers take today?
- Rewrite your site copy to mimic natural language. Listen in on customer calls or utilize a natural language tool (Question Samurai is one) to help you translate product or brand speak into natural language.
- Optimize your site for questions including lengthy, long-tail queries that include the Who, What, When, Where, Why words.
- Create an FAQ page that lists the most common questions along with the answers as well as very specific landing pages for key questions/queries.
- Incorporate local/regional language as well as previously meaningless hyperbolic terms like “best” or “top” as these tend to be used in voice searches.
- Use featured snippets
- Claim your business in all relevant local directories, especially Google Pages.
- Revise your search results to include a timely CTA with an immediate click (Book Now. Call Now.) to take advantage of the mobile mindset and the perceived immediacy of the need.
Voice search combined with data and preferences revealed by smart devices, wearables and other IOT should be able to take real-time data, add it to voice searches and better interpret our true search intent. Our voice searches should then lead to better, more convenient, more relevant results than typing. If not THE answer, then a closer approximation than our typing reveals.
Don’t wait to consider your voice search strategy. Giving real people real answers to their questions can have an immediate impact on your search relevancy and your business.
With over 20 years of online experience Robin Neifield serves as the CEO of Netplus, a top interactive agency, and as the trusted digital guide for CMOs. She has been widely published and quoted on digital strategy and has been a frequent speaker and panelist at industry events like Search Engine Strategies, OMMA, Ad:Tech and others where her insights are sought on varied marketing topics such as digital strategy, behavioral targeting, social media marketing, search engine and conversion optimization, localization strategies and proximity marketing, mobile gaming and email marketing. You can find her on LinkedIn, or reach her by email or phone, (610) 304-9990.