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There’s no getting away from it. Voice search is on the rise. In fact, more than 20% of all mobile searches are being done by voice, with projections nearing 30% or more in 2020. With the popularity of voice assistants like Apple’s Siri, Amazon’s Alexa and Google Home, it’s easier than ever to perform searches, tasks or requests with ease. And Google’s word recognition accuracy rate, for example, has grown to 90%. This rapid adoption of voice search has impacted search trends and SEO. Given these trends, how should marketers be thinking about how their website fits into this new landscape? Following are four ways to think about why adopting a voice search strategy would make sense.
1. Voice Search is Changing SEO
First of all, you need to understand that there is an essential difference between a voice search and a typed search. When we speak, we use longer sentences and phrases; our speech is more conversational. Often, we’re asking questions. It’s the difference between typing, “weather today” and asking Siri, “What is the weather like in Chicago today?” Thus, if you want to optimize for voice search, you’ll need to incorporate these longer natural language phrases into your content and optimize more pages for them. This becomes ever more important when you realize that voice searches are usually only presented with one top result which usually answers the searcher's question. Thus, businesses won’t be vying for space on a page, but for this single top result every time. That's a very different SEO game.
2. A Voice Strategy Can Improve Customer Experience
As we’ve already mentioned before, customized web experiences are more important than ever and voice search is no exception. As voice searches continue to account for more and more of search traffic, it will be important to think about how you can create these unique customer experiences using voice. Do your research and see if there is any voice technology you can integrate into your products or services.
3. Voice Search Drives Traffic
When voice searches are provided with that top single answer, they are also provided with the ability to click through to a website. Therefore, businesses that have fully optimized their SEO for voice search are going to drive a lot more traffic to their websites.
4. Customers May Find Your Competition
A great reason to get on board with voice search is that you’ll have a leg up on your competitors. This is still a new enough technology that most brands have not adopted. But also, if you didn’t have a voice search strategy in place, someone searching for your company might actually see a result for one of your competitors.
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