In recent years, the rise of voice search has changed how we interact with technology. From asking Siri to play our favorite song to asking Alexa to order groceries, voice search has become an increasingly popular way to access information and complete tasks. As the use of voice search continues to grow, businesses need to understand how it impacts content marketing.
What is Voice Search?
Voice search technology allows users to search the internet, ask questions, and complete tasks using voice commands. Instead of typing a query into a search engine, users can simply speak into their device and get an instant response. Voice search is available on various devices, including smartphones, smart speakers, and cars.
The Growth of Voice Search
The use of voice search has grown rapidly in recent years. According to Google, 55% of teenagers and 41% of adults use voice search daily. In addition, ComScore predicts that by 2020, 50% of all searches will be voice searches. This growth is partly due to the increasing popularity of smart speakers like Amazon Echo and Google Home.
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The Impact on Content Marketing
Voice search has significant implications for content marketing. Here are some of the ways it is changing the game:
1. The Rise of Conversational Keywords
When people use voice search, they use more conversational language than they would when typing a query into a search engine. For example, someone might type “best sushi restaurants in New York” into a search engine, but when using voice search, they might say, “where can I find the best sushi in New York?” This means that content marketers need to focus on conversational keywords that match how people search. By incorporating long-tail, conversational keywords into their content, businesses can increase their chances of appearing in voice search results.
2. Increased Importance of Local SEO
Voice search is particularly useful for local searches. For example, someone might ask, “where is the nearest coffee shop?” or “what are the hours for the library near me?” This means businesses need to focus on local SEO to appear in voice search results. Businesses can increase their chances of appearing in voice search results for local queries by optimizing their website and local listings with accurate and up-to-date information.
3. More Emphasis on Featured Snippets
When someone uses voice search, they typically only receive one answer to their question rather than a list of search results. This means that businesses need to focus on appearing in featured snippets, which are the boxes of content that appear at the top of search results. So by providing clear and concise answers to common questions, businesses can increase their chances of appearing in featured snippets and voice search results.
4. Need for More Conversational Content
In addition to using conversational keywords, businesses also need to focus on creating conversational content. This means writing in a way that matches the way people speak and using a more informal tone. So by creating content that sounds like a conversation, businesses can increase their chances of appearing in voice search results and engaging with their audience.
5. Importance of Mobile Optimization
Voice search is most commonly used on mobile devices, so businesses need to focus on mobile optimization. This includes ensuring that their website is mobile-friendly and their content is easy to read and navigate on a small screen. So by providing a positive mobile experience, businesses can increase their chances of appearing in voice search results and engaging with their audience.
Conclusion
The rise of voice search has significant implications for content marketing. By focusing on conversational keywords, local SEO, featured snippets, conversational content, and mobile optimization, businesses can increase their chances of appearing in voice search results and engaging with their audience. Though voice search continues to grow, businesses must adapt and evolve their content marketing strategies to stay relevant and reach their target audience.
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