Voice search is growing with the advances in natural language processing capabilities and proliferation of voice assistants. Latest data from Google reveals that voice searches have doubled over the year. 25% searches performed on Windows Task Bar in Windows 10 are voice searches. Are marketers prepared for voice search? What do marketers need to know for implementing voice search optimization?
Voice Search is not a fad
Voice searches come handy in obtaining directly actionable data. For example checking movie show timings, directions, setting reminders, etc. Data from Baidu also reveals that 1 in 10 searches queries on the platform are from voice. Typing Chinese on small cell phones is harder than typing English leading to rapid usage of voice across Baidu’s products.
In 5 years time, at least 50% searches are either going to be from images or voice – Andrew Ng, Chief Data Scientist, Baidu
Meeker’s Internet Trend report observes mentions that humans can speak almost four times faster than they can type, at an average of 150 spoken words per minute versus 40 written words per minute. That is beginning to make voice input quicker and more convenient than text.
By 2020, 50% of search will come from voice – ComScore
Implementing Voice Search Optimization
Rethinking Keyword Strategy
Voice input keywords are at least 3-4 words in length compared to text input keywords which are usually 2-3 keywords in length. Voice searches require you to optimize for intent and long-tail keywords. Intent can translate into Who, What, When, Where, Why and How.
Schemas have been around for a while, but marketers have not really leveraged it well. Schemas allow search engines to understand the context of content on an individual page to serve better results in search queries. Schemas have enabled search engines to answer complex queries and even follow-up questions posted in voice searches. Google provides structured data testing tool which is a great place to start if you want to start optimizing your website for schema.
Developers also need to mark up content to ensure that their content is eligible for inclusion in rich cards and rich snippets.
Build mobile presence
It is essential to develop a mobile presence to ensure you rank higher on mobile search queries post the mobilegeddon update went live earlier this year. Similarly, if you are a publisher like us make sure that your website supports Accelerated Mobile Pages project from Google. Developers can also explore the option of adding speech recognition on their websites.
Marketers need to localize keywords based on location as the intent could differ based on the device used. Optimize by adding full and correct information on Yelp, Yahoo, Facebook and Yellow Pages. Keep a tap on your average ratings on customer reviews as some voice assistants also rank your brand based on average customer reviews received.
Actions for Google
Google recently launched actions on Google to integrate offerings from App developers and brands within its virtual assistant. Google has categorized the actions based intent into broad categories which include direct action and conversation action. Conversation action allows Google to provide services from the app developers or brands within virtual assistant. Developers have already started working alongside Google to integrate their application using actions on Google.