“Hey Siri, what’s the coming future of voice search?” Got nothing? Well, let’s see if I can answer that.
The growth of mobile voice search is developing fast. As a matter of fact, 20% of searches across the Google app and Android devices are currently voice. Add to that the rise in use of Siri, Cortana, Alexa, and the Google Assistant and voice search is really going to influence the search industry in a very big way.
What that suggests is that there are going to be longer search queries. So instead of putting just a couple of keywords into Google, people are going to be saying complete statements or asking full questions. There are going to be even more questions: who, what, how, when, and where. Those questions are going to show intent. A “how” question, for instance, is likely going to be valued lower than a “where” question. As an example, “How do I make Thai food?” versus “Where can I buy Thai food?”
Voice search is three times more likely to be local. Customers are going to be searching for something in their local area. And, as the results switch to voice format it’s going to become even more competitive and costly at the top. So, what can you do about it?
Well, the initial thing is be sure that you have a mobile optimized website. If you don’t already have a mobile optimized site you’re already behind, so start there. You need to grow your search campaign to consist of the broad match keywords. This is because people are likely going to be asking search engines questions and statements in a lot of various ways and you want to show up for every one of them. You need to integrate all the questions that I just mentioned before – the who, what, when, where and how. You will want to optimize them separately because they’re going to have distinct values across each of them.
It is vital to be indexed in local properties like Google Local and Yelp. In many cases people are going to go around the website entirely and just call your business directly from the search results.
From a search engine optimization perspective you want to begin to produce FAQ style content that has both the question and the answer. Do this so you start showing up in voice search as well.
Where is voice search heading down the road? Well, artificial intelligence and technology is getting more powerful every day. We should anticipate eventually that the artificial intelligent assistants – the Siris, the Cortanas, the Alexas, and so on will start to predict answers even before we ask them. Add to that the Internet-of-Things and we’ll be controlling our environment through voice.
Voice search is here to stay. The only question is are you primed to change?