Voice Search and Digital Marketing

In recent years, voice-search technology has become a household favourite, with over 40% of adults using it once a day (Location World). Voice search is everywhere, on our TV’s, Smartphones and in our cars. It has never been easier to get quick, accurate results with the ask of a question.

The top devices using voice-search devices are Google Home, Amazon Echo (known commonly as Alexa) and built-in technology on Smartphones. With Google Assistant available on over 400 million devices, just how much will this impact PPC marketing?

 

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Voice Search and SEO

SEO is all about increasing your website’s organic ranking in search results. But how can this affect voice search results? The higher your website ranks, the more likely it is that it will be chosen by the user. Here, SEO basics can be used to raise the ranking of sites, such as Meta tags, Alt tags and other essential SEO components.
Alongside website ranking, advertisers should understand the search behaviour of voice assistant users. For example, in Google a user may type ‘PPC Agency Bournemouth’, but on voice search the term may be ‘Where can I find a PPC Agency in Bournemouth?’ Voice search users tend to use the 5 W’s – who, what, where, when and why- with ‘how’ included in over 8.64% of all voice searches.
As with every site, page speed, mobile optimisation and decent content is a must.

Voice Search and Paid Ads

Similar to SEO, paid ads should allow for longer search terms. How many advertisers have seen search terms with ‘ok google’ in? This can be compensated for by using match types for keywords, specifically broad match modifier, allowing for varied search terms based on the keyword.
Advertisers should imagine they are searching via voice search and optimise their ads based on this.

Wrap Up

It is estimated that by 2020 50% of all searches will be done by voice (Comscore). Keep an eye out for more voice-search queries over the next few years. With this is mind, it is more important than ever to optimise ads for ads and site ranking.

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