Voice-based assistants have transformed the way we live. And now more than ever—as we practice social distancing and work remotely in light of public health concerns—there will be even greater dependence on the technology for managing everyday tasks like ordering groceries or connecting with colleagues.
Beyond our current situation in the United States, the use of voice-search assistants and smartphones is on the rise. Earlier this year, Juniper Research estimated that 3.25 billion voice assistants were in use—a figure they forecast to reach eight billion by 2023. And according to data from Comscore, by the end of this year, 50% of all searches across the internet will be voice-based and 30% of all searches will be managed using a device without a screen.
When you consider that voice-activated content is the easiest content for consumers to access—quicker and easier than mobile apps, video, websites—it reinforces the need for prioritizing voice-activated search in your marketing program to make sure your brand is both found and heard.
So how do you make sure your brand isn’t getting passed by? Here are a few voice-optimization tips to incorporate into your content marketing program:
- Use key words. Nearly 20% of all voice search queries are triggered by a combination of 25 keywords. These consist mainly of question words like “how” or “what” and adjectives like “best” or “easy” (seoClarity). Using these words—but not forcing them—will help your content rank higher for voice-based results.
- Use long-tail keywords. Longer keyword phrases increase the probability of conversion.
- Make it useful. While keywords are important for search, focus on providing helpful answers rather than stuffing words into your content.
- Focus on user intent and then shape your messaging accordingly.
- Use a natural, conversational tone in your content: Write it like you speak it, as if you’re sitting across the table from your customer.
- Use short, concise answers. An average voice search query result is 29 words long.
- Use contextual answers. Provide an answer in a context to make it easier for users to understand.
- Clean up your online profile: Make sure your content is current by eliminating duplicate pages, outdated contact information, and old operating hours.
How do voice-search users interact with your brand? It’s a question worth thinking about. Connect with us at Shamrock if you’d like to talk about voice content strategy.