Last week we looked at recession-proof local marketing strategies during a difficult economic period. This week we’ll examine the topic of voice search.
Voice Search Is as Important as Ever for Marketers and Agencies
We kicked off 2022 with a discussion of why voice search optimization is so important for the coming year. And now that half the year is already past, it’s a great time to revisit this topic.
Have you noticed that voice search isn’t the big talking point it once was? While it may not be a frequent trending topic among digital marketers, today it’s actually more significant than ever.
Data published by Marketing Charts from Comscore indicates that 48% of U.S. internet users own at least one smart speaker device. When you compare this number to the 37% ownership rate in August 2020 and the 28% in August 2019, its rapid growth is abundantly clear.
Of course, you probably don’t need any data to know that voice search is everywhere now. From voice assistants and navigation apps to smart TVs and streaming services, voice recognition and voice-activated products are ever-present fixtures in our homes.
Getting Found on Voice Search Platforms
While the technology may have caught on, many local businesses have been a bit slow in taking advantage of the growing opportunities. Here at Advice Local, we actually developed the first-of-its-kind Voice Search Readiness Test to help local marketers and agencies identify whether a brand is “ready” for voice assistants. The tool uses a unique algorithm to identify voice search presence on the directories and data sources that voice assistants trust.
The Comscore data also highlighted that smart speaker ownership reached 151.7 million in December 2021. Therefore, if a business cannot be found in a voice search on voice assistants, a lot of traffic will be finding its way to a competitor instead.
This is also worth noting – voice search readiness and “a voice app” are two distinct things. The voice search readiness tool determines if a listing can be found on the data sources that voice assistants (such as the Google Assistant) trust. A voice app is an application that’s created for a business and submitted to app stores.
It works like this – a consumer will ask a question through their preferred voice assistant (again, like the Google Assistant). The answer provided to the voice assistant may come from the voice app itself, or even from content taken from the business’ website.
The Advice Local Voice App lets local marketers and agencies create a voice experience by answering questions customers are asking. You can offer your local business clients sophisticated voice app content directly from your partner dashboard – with no coding necessary.
Voice Search Optimization Steps
So, what additional steps can you take to ensure a local business is the go-to listing for relevant search queries?
- Use natural, conversational language that replicates how real people speak.
- Identify common questions to target with a rich snippet.
- Build a list of voice search long-tail keywords and create content on the theme.
- Ensure mobile loading times are fast.
- Add schema markup to product, service, location and other pages.
- Create a comprehensive Google Business Profile listing.
With some minor adjustments to an existing website, you can access the untapped potential of voice search. And with voice assistants still growing in popularity, building a foundation now will almost certainly pay off in the future.
Access the Advice Local Partner Dashboard
If you’re ready to take voice search to the next level, why not try the Advice Local partner dashboard? Business listing management, voice search readiness and voice app creation technology are just a few of the services we offer. Request a demo now by calling (214) 310-1356.