We live in a world that is changing faster than most people realize. We will soon be sharing our roads with self-driving vehicles and our sidewalks with delivery robots. Upwards of 50% of tasks Americans perform at work can be automated with technology that already exists today.
In the digital marketing world, the landscape is always changing. Today’s example is voice search.
Just as people were finally coming to appreciate mobile search as a departure from desktop search, we have a new trend that is fast becoming critical for businesses to understand.
Voice search may seem like the future. Or it may seem like a fad that consumers will grow weary of. I’ve heard both opinions expressed, but the truth is that voice search is here already (and here to stay).
Google, the world’s leader in search, readily admits as much if you ask them. As of mid-2016, 20% of all mobile searches were voice searches, meaning someone spoke their query instead of typing it. According to more recent data, 41% of people in the US use voice search on a daily basis. And with the rise in popularity of IOT (Google Home, Amazon Echo), where users interact with digital assistants by voice alone, we can expect this trend to continue.
What does it mean for marketers?
Just like mobile search is different from desktop search, we must realize that voice search is different from mobile search. The biggest difference will be in user behavior. Search terms people use when they speak will vary from those typed. This means that companies will need to rethink their keyword strategy in both search engine marketing and search engine optimization.
Google and other search engines should start to break out voice search keywords in the next 12 months. We can start by taking a close look at how the search terms different from what users have traditionally used, and then match our strategy to consumer behavior.