Voice search devices are gaining popularity and quickly finding a place in homes everywhere. Whether you’re familiar with the voice search technology that is associated with “Okay Google,” “Siri,”or “Alexa,” the basis is the same. A recent study revealed that twenty-seven percent of online users now opt for voice search over typed search because it is quick, easy, and convenient.
What Is Google Voice Search
Perhaps you’re wondering exactly what voice search is. Google voice search was developed as a way of conducting Internet searches via voice prompts, rather than typing. The voice search feature was initially made available on mobile devices as a convenient search option over typing on the cumbersome QWERTY keyboards of tablets and smartphones; which is activated on a mobile device with a simple screen tap of the microphone icon.
However, the Google Home device is capable of doing searches based on your verbal commands. The device is plugged in and ready to respond to you once you wake it up or activate it by saying “Okay Google” followed by what you want to ask. The voice search technology uses the same search features that you would normally type into the search bar, but without the need to type anything.
How It Works
The Google Home device is plugged into an outlet in your home and setup via computer network. It is readily available to assist you upon the “Okay Google” command that activates the device. While the device offers features that are common to all voice activated devices, the Google Home device offers some options for personalization.
Features of Google Home
The Google Home device can be personalized and set up with music and media favorites, audio books and radio stations, all of which is accomplished through setup under your Google account. In addition to this, you can share the Google Home with friends and family by linking them to your Google account.
Control Devices In Your Home
While personalizing the device to suit your preferences, it also offers the ability to control other devices in combination with Chrome cast, whereas you can stream audio and video, including YouTube videos and podcasts. There is also the option having multiple devices set up throughout the house, giving the ability to broadcast messages throughout the house. For example if dinner is ready, you can command, “Okay Google, tell everyone it’s dinnertime” and it will announce it on every Google device throughout the house.
While there has been some controversy about privacy issues with the voice technology devices and statements made that it listens to all conversations, there’s no need to worry. According to the manufacturer, the only time the device records what you are saying is when you have activated it to listen with the “Okay Google…” command. This is then sent to the back-end servers to extract the information that you’ve requested.
How Google Home and Voice Search are changing the Search Landscape
With Google Home, as well as, all other voice search platforms, it makes it easier than ever to extract information from the Internet or order products through eCommerce stores like Amazon.
Furthermore, the need to tune into the weather station or locate the weather app on your smartphone is no longer necessary when you have the Google Home device. All you need to do is say “Okay Google, what’s the weather for today” and you’ll get the information that is specific to your area.
Additionally, with the ability to set timers, reminders, play music of various genres or ask what day of the week it is, the possibilities are only limited to the imagination.
The voice search technology is advancing so rapidly that recent reports revealed the verbal queries have become more conversational with interaction between the speaker and the Google Home device. Google recently reported that 65% of voice searches were done in the same context as speaking directly to a person. For instance, if you wanted to find out where to get the best marketing advice online, with a standard texted or typed search into a search engine, you would type something similar to “Best online marketing advice.” This differs greatly in the voice search formatting, which would be more along the lines of “Okay Google, tell me where I can find the best marketing advice online.”
New Marketing Tactics are a Must
Because of the conversational style of voice queries, it is posing new and different demands for business marketing tactics. While keywords have been the strong driving force for getting ranked in the search results, through the use of strategic SEO marketing, it is anticipated that long-tail keywords will become much more important.
The reason being is that these long-tail keywords, or more precisely phrases, can be closely designed to meet the needs of conversational voice queries. Recent studies indicate that a minimum of a 3-word keyword phrase receive the best results.
Businesses Should Take Action
With this new wave of search functions, smart business owners will take advantage of this by selecting keywords that relate to the local area. Consider local landmarks or area attractions. It is important to also take into account the terminology that is routinely used in a specific area, such as “in old city” or near “Six Flags amusement park.” Focused keywords will be recognized in the voice search requests, which will in turn trigger advertisements or keywords, used in SEO and marketing.
With the voice search technology booming, it opens the door for local businesses to increase their customer base. Why? As already mentioned, you can access weather updates specific to your area and it doesn’t stop there. Perhaps you want to know the restaurants in your area or the closest gas station, mall, etc. With the voice queries you can obtain this information while getting ready for work or folding laundry, rather than having to stop what you’re doing to type your query into a search bar.
In fact, a mobile voice search is almost three times more likely to be a search related to a local area. If businesses hone in on this and incorporate marketing strategies to be more accessible within these searches, it could hit big!
Focus on Crowd-Sourced Site Advertisements
While a business website is still very important for internet marketing, in order to take advantage of voice search strategies for promotion, keep it focused on your customer. In addition to voice searches being commonly localized, when online searches are conducted, rather than scrolling through several pages of online information to locate company info, the average consumer will focus on the quick answers, seeking reviews on Yelp or Google maps, where a business phone number and address should be accurate and updated. Be sure to make it a priority in keeping information updated.
Voice Search Statistics
While SEO will most certainly remain a necessity on the Internet for getting business traffic; marketing strategies must always change and grow with the newest trends.
When growing your business’ marketing processes to reach a larger audience and move into the voice search technology, remember to place some focus on the conversational aspect. This will be key. Consider all of the data that Google uses when ranking a business on the search page results and design your voice search marketing strategy to fit that style.
New Advertising Opportunities
Moreover, when you consider the growing popularity of voice searches in this “on-the-go” society we live in; also realize the new doors of opportunity that it offers to individuals who may find type-searches difficult due to blindness or other constraints. All of these variables plus the rapidly growing incorporation of in-home conveniences, whereas household objects and common wearables are being designed for remote operation, etc., all through voice commands, offers a multitude of opportunity for business growth.
Again, smart businesses will get on-board and embrace this new opportunity for advertising, while incorporating the use of a question/answer technique or an interactive conversation mode. People are on the go all the time now and the voice search technology is just one more advancement towards the convenience factor.
If you’re still skeptical take a look at some recent statistics:
- 58% of consumers have used voice search technology within the past twelve months to find local business information
- More than 72% of voice technology device owners use the device to conduct a search for a local business at least once a week
- More than 50% use the technology to search local business info on a daily basis.
Voice search technology does not mean that brands will get left in the dust; it just means that brands need to grow with the trending market. Bottom line speaking is not only more convenient but it is much faster than typing; smart businesses will use it to their advantage. Voice search is an addition to the more familiar styles of marketing. When optimizing web pages and other platforms that are marketed on, consider the fashion in which individuals request information from their Google Home device and go with it. Be adaptable.