Tips for Optimizing Your Voice Search Marketing Approach

Tom Lauck
Tom Lauck
Dec 21, 2018 · 3 min read

Google Voice search, and other voice-based
interfaces are growing steadily in popularity and they’ll only become more
commonly used in the years to come. Industry groups like ComScore predict
that voice searches could make up at least 50% of all searches by the year 2020.

Are you ready for this major new challenge to your San Jose, CA, search engine marketing plan?

There are a couple major ways that voice searches are disrupting traditional content marketing, but the biggest is that they take away a much of the user’s agency. When someone asks SIRI “What’s a nearby pizza parlor?” it will answer the question exactly as asked and give them ONE answer. They won’t see the list of search results, just the single item that SIRI’s algorithms pick.

This is a major issue, particularly for
local SEO, so you’ll need to be at the top of your game to be the preferred
choice for digital assistants.

The other problem is the lack of visual feedback. Your users often don’t see anything at all, especially if they’re using a standalone appliance like Amazon Echo: all they get is an audio response. So your marketing needs to have a focus on sounds,as well as visuals.

Here
are a few tips.

Remember that people using voice search
will almost always use complete sentences, and most of the time, they’re asking
questions. “How” and “What” are BY FAR the
most common starting words in a voice search, and “Where” is also
fairly common.

Your
content should be geared around answering relevant questions centered upon
those three interrogative words.

Your voice search optimization shouldn’t
try to cast a wide net, instead try to capture more specific searches. For
example, someone with a pet food store shouldn’t be trying to capture “dog
food.” They should be trying to capture “organic dog food for
greyhound puppies.”

Since your users will be speaking in
complete sentences, they’ll be including those sorts of specific
details. Have a lot of content, with each piece tuned to be as concise
as possible.

Remember these chimes?
How about this startup
sound
? Or this close encounter?

A short (under 5 seconds) snippet of
music or sound effect can be every bit as recognizable and distinct as a brand
logo. This is important since your audience will be increasingly getting
their information via audio. It’s worth investing the time and money to
create an “audio logo” tied to your brand.

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Digital Marketing Ideas

Marketing tips, ideas, and strategies for digital marketing

    Tom Lauck

    Written by

    Tom Lauck

    Experienced Digital Marketing Professional

    Digital Marketing Ideas

    Marketing tips, ideas, and strategies for digital marketing