What voice search means for the future of digital marketing

 |  Alex Cleanthous - Get more articles like this sent to your email here

20% of searches across the google app and Android devices are currently voice…

Factor in the growth of tools like Siri, Alexa, Cortana and Google Assistant and it looks like it’s only going to get more popular.

In our latest episode of Webprofits TV, I cover what the future of search looks like, and how to prepare and adapt for it.


Hey Siri, what’s the future of voice search?

Got nothing?

Well, let’s see if I can answer that.

With the growth of mobile voice search is growing fast.

In fact, 20% of searches across the Google app and Android devices are currently voice.

Add to that the increase in usage of Siri, Cortana, Alexa, and the Google Assistant and voice search is going to impact the search industry in a very big way.

So what it means is that there’s going to be longer search queries.

So, instead of just a couple of keywords typed into Google, people are going to be saying complete statements or asking complete questions instead.

There’s going to be more questions. Who, what, how, when, and where.

Those questions are going to indicate intent. A ‘how’ question is going to be worth less than a ‘where’ question.

For example, How do I make Thai food?’ versus ‘Where can I buy Thai food?’

Voice search is 3x more likely to be local.

So, people are going to be looking for something in their local area. And as the results convert to audio format, it’s going to become even more competitive and expensive at the top.

So what can you do about it?

Well, the first thing is make sure that you have a mobile optimised website. If you don’t already have a mobile optimised website you’re already behind, so start there.

You want to expand out your search campaign to include the broad match keywords because people are going to be asking search engines questions and statements in a number of different ways and you want to appear for all of them.

You want to include all of the questions that I just spoke about before. The who, what, when, where, and how.

And you want to optimise separately because they’re going to have separate values across each of them.

It’s important to be listed in local properties like Google Local and Yelp because oftentimes people are going to bypass the website completely and just call your business straight from the search results.

And from a search engine optimisation perspective, you want to start to create the FAQ style content that has both the question and the answer so that starts appearing as well.

So where is it heading in the future?

Well, artificial intelligence and technology is becoming stronger every single day.

So we can expect in the future that our artificial intelligent assistants the Siris, the Cortanas, the Alexas and so on can start to predict answers even before we ask them.

Add to that the ‘internet of things’ and we’ll be controlling our environment through voice.

So voice is here to stay.

The only question is, are you prepared to adapt?

About the show

Webprofits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Webprofits focuses on achieving successful, performance-based results online.

Webprofits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Webprofits
Alex Cleanthous is an entrepreneur, writer, technologist, and marketing leader. He is Co-Founder of Webprofits, Australia’s largest private digital consultancy. With more than 20 years experience in the digital space, Alex stays at the forefront of digital innovation, strategy, and execution identifying new markets, platforms, and tools to keep pace with the exponential expansion of technology.

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