How important is voice search for your business?


Siri. Cortana. Google Now. Amazon Echo. Your parents. Wise gurus. What do all of these have in common? If you answered, “They serve delicious ham and green bean casserole when home for the holidays,” that’s wrong — just you, mom and dad. But, if you answered, “they’re easy to talk to,” then you’re right!

Since Siri was released by Apple in 2011, voice search has grown in popularity because voice recognition systems are starting to get really good at what they do. In the early years of voice recognition, software wavered on its ability to accurately determine what the user is saying, but now, these systems tout high accuracy rates, making them very easy to talk to!

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As a marketer, you may be wondering just how much you should care about this technology. Sure, 55 percent of teens and 41 percent of adults use voice search more than once a day, but that’s all just for directions, restaurants, and movie times, right? Well, you might be surprised…

Research has found that 56 percent of searches done on the fly are for local businesses or services. This means that when people are out and about, and have questions about some sort of good or service, they’re more than likely looking for something local. And many of these people turn to voice assistants for their searches.

With 20 percent of mobile searches being voice searches — and that number showing signs of growing — voice search is definitely worth your attention. Twenty percent might seem like a low number now, but that number may hold some qualified leads for your type of business or service. Plus, it’s best to start optimizing for voice search now, so you can be ahead of the curve and attract more leads, as voice search grows in popularity.

Start optimizing your site for voice search

Voice queries tend to be comprised of between 6 to 10 character keyword phrases, whereas text queries are usually made of 3 word key phrases. Thanks to voice search, people are submitting queries in a more organic, conversational manner, meaning long-tail keyword phrases are going to grow more in significance.

Long-tail keywords are already associated with bringing in qualified leads, but their search volume is typically lower since they’re so specific and take long to type. But, voice search makes these types of specific terms easy for the user to search. Keep in mind, that while a certain term might not spike in search volume, long-tail keywords in general will become more popular, so it will be important to leverage more of them in your blog posts and other content.

Tips to keep in mind when optimizing for voice search

There’s more to optimizing for voice search than simply plugging in more long-tail keywords. Use the following tips to optimize your site for voice search traffic:

  1. View your site’s analytics to look for organic language search terms to get an idea of what’s bringing people to your site
  2. When thinking of keyword phrases, think of how they sound if someone asked them out loud
  3. Develop content to answer these long-form questions
  4. Use a conversational tone in response to these conversational search terms
  5. Practice using voice search more often to get a better feel for how users interact with it

AGENCY H would love to talk to you about optimizing your site and building an inbound strategy for your company to attract more qualified leads and customers, and increase your ROI! If these sound like things you want, contact us online or give us a call at 816-471-1877!