Introduction
In today’s digital landscape, the rise of voice search technology is transforming the way customers interact with businesses and search for information. With the increasing popularity of voice assistants like Siri, Alexa, Google Assistant, and Cortana, businesses need to adapt their search engine optimization (SEO) strategies to effectively capture the attention of voice search users. This article explores the impact of voice search on the customer journey and behavior, and provides six actionable strategies to dominate voice search and enhance customer-centric SEO.
Time changes the value of business tactics, and search engine optimization is not exempt. But while most changes in SEO have seemed as quick as a jack rabbit, voice search has had influence at a relatively tortoise-like pace, evolving as consumer rely on smartphones to conduct search while on-the-go. But now the changes have reached a level where marketers must upgrade their SEO strategy to better respond to customer activity.
Since the early days of paid search, digital marketers have focused primarily on keywords placement within a website page. Keywords that created website traffic represented the topics and products customer searched for online. Thus marketers had a proxy for matching website content to search patterns, making their website discoverable to customers.
Voice search on smartphones and home devices have gradually extended the quantity and quality of the words marketers should need to identity and respond to. Voice searches produce phrases that indicate interest, expressed as part of a natural conversation. So a search for the Greek baked good “baklava” becomes “find bakeries with baklava” or “find bakeries with baklava near Grant Street”.
The nuances of voice
Voice search, along with virtual assistants, reflect a significant shift in search behavior. Voice search more vividly represents customer sentiment than keywords, because it introduces an order and context to keyword selection. The word “baklava“ will list choices in the search engine results page, but what choices match the intent of the query – to learn how to make baklava, or go to a restaurant that offers baklava on its menu? While typing more keywords is the straight-forward and traditional way to build context, the convenience of voice search queries draws out an audience’s interests and needs in a way that should allow marketers to better meet them. Thus, voice search should increase the precision with which words and phrases correlate to a sale.
Moreover, these influences infuse other tangential considerations for SEO strategy, such as demographics, income, and interests. These properties impact word choice used in searching for a product or service. An enthusiast for sports may use different phrases or ask different questions than a casual follower of sports. Understanding such nuances may be key in maintaining a website or app to appeal to the segment that generates highest leads and conversions.
Practical tips
So what should marketers do to incorporate voice search effectively in their SEO strategy? Here are a few thoughts.
- Use SEO tools to discover the current web or app traffic generated by keywords. Marketers should also ask customers which questions they typically use to research products, services, and brands. Once this information is assessed, consider the frequency of the questions asked. Prioritize the discovered long-tail keywords, and regular queries, which match the natural speech used in voice search queries. Use a mobile SEO audit to reveal simple opportunities for designing the web or app elements to enhance the content for voice search requests
- Evaluate the navigation structure for website or app to vet how elements aid the customer journey when customers use a site or app for a purchase. For example, navigation elements on an eCommerce site should aim to match common query strings. Address FAQs through the use of comprehensive FAQ pages. or dedicated landing pages that appeal to semantic search. Also, take time to evaluate how site navigation impacts accessibility – improvements meant for patrons who are sight or hearing impaired are also opportunities to incorporate voice search activity
- Leverage structured data markup (Schema, XML) to give virtual assistants more information about your site. Schema markup dictates website structure to search engines, alerting them to site elements that relate the logic of events, prices, and people to the queries. When a search engine is trying to locate a response to a voice search, this extra information can guide the search engine to rank how well the content aids in answering a query.
Demonstrating that your content matches consumer intention is key to driving meaningful sales activity from a website. Keywords won’t totally lose their value – they’re essential in labeling metadata and image files. But people seeking specific answers are more accustomed to using phrases as part of a “conversational search journey.” Thus marketers must get accustomed to how smartphones, virtual assistants, and other voice-activated devices, ultimately drive sales.
Image Source: FreeImages
Understanding the Changes in Customer Behavior
Voice search has become an integral part of people’s daily routines. From consuming news to shopping and seeking general information, individuals are relying on voice-enabled devices to assist them with their everyday needs. According to Google and Content Marketing Institute, the following statistics highlight the growing momentum of voice search:
- 52% of consumers with a voice-activated speaker at home place the device in a common room, indicating its widespread usage.
- 62% of regular smart speaker users are likely to make a purchase using voice search each month, emphasizing the importance of optimizing for voice-based transactions.
- 48% of smart speaker owners appreciate receiving personalized tips and information from brands, showcasing the value of tailored voice search experiences.
- Approximately 70% of queries made to the Google Assistant are in natural language, reflecting the conversational nature of voice search.
- 24% of individuals prefer using a voice assistant instead of visiting a website, indicating the convenience and ease of voice-based interactions.
- By 2020, 50% of all searches are expected to be voice-based, underlining the growing dominance of voice search as a preferred search method.
These statistics clearly demonstrate the significant impact of voice search on customer behavior and their reliance on voice-enabled devices for information retrieval.
Voice Queries and the Sales Funnel
To effectively cater to customers at each stage of the sales funnel, businesses must understand the significance of aligning their SEO strategies with the buyer’s journey. The sales funnel represents the series of steps or processes that individuals go through in their customer journey, and it provides valuable insights into customer mindset and behavior. The four stages of the sales funnel include:
- Awareness: At this stage, customers are experiencing a problem and conducting research to understand its nature. Their questions primarily revolve around the problem itself.
- Consideration: Customers have identified the problem and are now seeking available options or solutions.
- Decision: Customers have developed a strategy to solve the problem and are narrowing down the potential products or services that can address their needs.
- Loyalty: Customers have developed a preference for a particular brand, idea, or method and continue to engage with it.
By mapping voice queries to each stage of the sales funnel, businesses can identify gaps in their funnel and tailor their content and approach accordingly. Here are some examples of voice queries at different stages of the sales funnel, using the example of a tea business:
- Awareness: “What are the benefits of drinking tea?”
- Consideration: “How do green tea and jasmine tea compare based on their medicinal properties?”
- Decision: “How many tea bags should I use to make one liter of tea?”
- Loyalty: “What snacks or delicacies go best with tea?”
For businesses in the tea industry, ensuring that their content strategy addresses these questions and covers all relevant topics for tea drinkers is crucial. Additionally, optimizing content pieces for voice search can significantly impact search engine rankings. Factors such as content length, readability, word count, featured snippets, and structured data play a role in how search engines rank brands in voice search results.
Conducting Keyword Research for Voice Search
Voice technologies have revolutionized the way users search the web. Voice search queries tend to use more conversational language and long-tail questions compared to text-based searches, which are often more generalized. To effectively optimize for voice search, businesses need to adapt their keyword research approach. Here are some best practices for keyword research in voice search:
- Target long-tail keywords: Users tend to use question phrases when forming their voice queries. Matching the way users ask questions can improve the visibility of your content.
- Incorporate keywords into headers and subheaders: Including keywords in your content headers and subheaders helps provide context for voice queries and increases the chances of appearing as a relevant answer.
- Use function or filler words: Mimicking natural conversation, incorporating function or filler words into your keywords can align with how people speak in casual dialogues.
- Align keywords with the buyer’s journey: Identify keywords based on their usage throughout the buyer’s journey and incorporate them into relevant content assets. For example, keywords related to comparisons may target customers in the consideration stage, while keywords related to pricing or cost may target customers in the decision stage.
Understanding the intent behind voice search queries is also crucial for effective keyword research. Search intent can be classified into four categories: informational, transactional, navigational, and commercial investigative. Tailoring content to match these intents can further enhance visibility and engagement.
Leveraging Search Intent to Shape the Buyer’s Journey
The buyer’s journey and search intent are interconnected. Customers in the awareness stage are likely to use informational keywords, while those in the consideration stage may use navigational keywords. Customers in the decision stage often use transactional keywords, and loyalty is fostered by providing relevant content that aligns with customers’ preferences and needs.
To effectively map keywords and organize them based on search intent and the customer journey, consider the following strategies:
- Interpret user questions: Look for signal words to determine the degree or type of intent. Words like “who” and “what” may indicate awareness or consideration stages, while “where” and “when” questions may signify readiness to make a purchase.
- Brainstorm commonly used keywords: Identify commonly used keywords for each stage of the customer journey. For example, buyers in the consideration stage may use the search phrase “pros and cons” when researching products.
- Implement topic clustering: Build a collection of content centered around a main topic to improve brand visibility and establish industry authority. Target a variety of keywords, including long-tail phrases that cater more to voice searches.
By aligning keywords with search intent and the buyer’s journey, businesses can ensure their visibility and accessibility through voice search at every stage of the sales funnel.
Understanding Voice Queries Based on Intent
Matching content with search intent is a valuable strategy for developing and optimizing content for voice search. Search intent refers to what users want to know as they dictate their queries. By understanding search intent, businesses can create content that precisely matches users’ desires.
Search intent can be categorized into four main types:
- Informational searches: Users seek specific information or answers to questions. Content types that cater to this intent include blogs, how-to guides, infographics, and newsletters.
- Transactional searches: Users intend to make a purchase and are searching for the best deals or suitable products. Content types that serve this intent include FAQs, product information or comparisons, reviews, testimonials, pricing information, and product listings.
- Navigational searches: Users aim to reach a specific destination, such as a website or physical store. Content types that fulfill this intent include corporate profiles, press releases, and company news or updates.
- Commercial investigative searches: Users conduct research to make an informed purchase decision. Content types that align with this intent include case studies, whitepapers, and e-books.
Understanding search intent allows businesses to create targeted content that aligns with users’ needs, increasing the likelihood of engagement and conversions.
Building the Buyer’s Journey with Search Intent
The buyer’s journey and search intent are closely intertwined. Customers in the awareness stage typically use informational keywords, while those in the consideration stage may use navigational keywords to explore their options. Customers in the decision stage focus on transactional keywords to make a final decision, and loyalty is fostered by providing content that aligns with customers’ preferences.
To effectively map keywords and organize them based on search intent and the buyer’s journey, consider the following strategies:
- Identify the kind of questions users ask: Look for signal words that indicate the degree or type of intent. “Who” and “what” questions may signify awareness or consideration stages, while “where” and “when” questions may indicate readiness to make a purchase.
- Brainstorm commonly used keywords: Create a list of keywords commonly used at each stage of the customer journey. For example, a buyer searching for product comparisons might use the search phrase “pros and cons.”
- Implement topic clustering: Build a collection of content around a main topic to improve brand visibility and establish industry authority. Target a variety of keywords, especially long-tail phrases that cater more to voice searches.
By aligning keywords with search intent and the buyer’s journey, businesses can ensure their visibility and accessibility through voice search at every stage of the sales funnel.
The Impact of Voice Search on the Customer Journey and Behavior
The emergence of voice search technology has reshaped the customer journey and behavior in significant ways. Voice search provides a faster and more convenient way for customers to find answers to their queries. Its growing popularity suggests that it will soon become the norm in online search.
To stay ahead of the curve, businesses need to adapt their SEO and content marketing strategies to cater to voice search. By gaining insights into what customers are searching for and focusing on their intent, businesses can optimize their websites and content to appear as top responses on voice search.
To effectively prepare for the voice search revolution, businesses can take the following steps:
- Revisit SEO and content marketing strategies: Gain fresh insights into customer search behaviors, focusing on intent and how they express their queries. Stay updated on new algorithms from search engines to optimize website and content pieces.
- Position your brand as voice search experts: Drive traffic to your site, establish thought leadership, and engage users throughout their buying journey by optimizing for voice search and providing relevant, valuable content.
- Embrace the evolving digital landscape: Stay informed about industry trends and update strategies accordingly to remain competitive in the ever-changing digital landscape.
At Voice SEO, we understand the importance of staying ahead of emerging trends and continuously updating strategies. Our expertise in voice search optimization allows us to help businesses navigate the voice search revolution, driving traffic, establishing thought leadership, and engaging users throughout their buying journey.
About Us
At Voice SEO, we are dedicated to studying industry trends and updating our strategies to ensure our clients’ success in the ever-evolving digital landscape.
Contact Us
For more information or to get started with our voice search optimization services, please contact us:
- Phone: +1 503-388-9172
- Email: [email protected]
- Website: Voice SEO
Q&A Section:
Q1: Why is voice search considered a transformative force in the digital landscape?
A1: Voice search, powered by voice assistants like Siri and Alexa, is transforming the way users interact with businesses and seek information. As its popularity grows, businesses must adapt SEO strategies to capture the attention of voice search users who use more natural and conversational language.
Q2: How has voice search influenced the evolution of SEO strategies over time?
A2: Voice search has led to a gradual shift in SEO strategies, moving beyond keyword placement to focus on natural language and conversational queries. Marketers now need to consider the nuances of voice search, including user intent, context, and the impact on customer behavior.
Q3: According to the article, what are some key statistics that highlight the impact of voice search on consumer behavior?
A3: Statistics mentioned include the placement of voice-activated speakers in common rooms, the likelihood of smart speaker users making monthly purchases via voice search, the preference for personalized tips from brands, the percentage of queries in natural language to Google Assistant, and the expected growth of voice-based searches by 2020.
Q4: How does voice search fit into consumers’ daily routines, and what does it reveal about their preferences?
A4: Voice search has become integral to daily routines, from consuming news to shopping. Consumers place voice-activated speakers in common areas, indicating widespread usage. The preference for personalized tips and the convenience of voice interactions reveal a shift in how consumers seek information.
Q5: What is the significance of aligning SEO strategies with the buyer’s journey?
A5: Aligning SEO strategies with the buyer’s journey allows businesses to cater to customers at each stage of the sales funnel. It provides insights into customer mindset and behavior, helping businesses tailor their content and approach to effectively engage users and drive conversions.
Q6: Can you provide examples of voice queries at different stages of the sales funnel, and why is it crucial for businesses to address them?
A6: Examples include queries like “What are the benefits of drinking tea?” (Awareness), “How do green tea and jasmine tea compare based on their medicinal properties?” (Consideration), “How many tea bags should I use to make one liter of tea?” (Decision), and “What snacks or delicacies go best with tea?” (Loyalty). Addressing these queries ensures businesses cover all relevant topics and optimize content for voice search.
Q7: How do voice search queries differ from text-based searches, and what best practices are suggested for keyword research in voice search?
A7: Voice search queries use more conversational language and long-tail questions. Best practices include targeting long-tail keywords, incorporating keywords into headers and subheaders, using function or filler words, and aligning keywords with the buyer’s journey to match the conversational nature of voice searches.
Q8: Why is understanding the intent behind voice search queries crucial for effective keyword research?
A8: Understanding intent allows businesses to create targeted content that aligns with users’ needs. Search intent can be informational, transactional, navigational, or commercial investigative. Tailoring content to match these intents enhances visibility and engagement in voice search results.
Q9: How are search intent and the buyer’s journey interconnected?
A9: Search intent aligns with the buyer’s journey. Users in the awareness stage use informational keywords, consideration stage involves navigational keywords, decision stage focuses on transactional keywords, and loyalty is fostered by providing content that aligns with preferences. Understanding this connection helps map keywords effectively.
Q10: What strategies are recommended for mapping keywords based on search intent and the buyer’s journey?
A10: Strategies include interpreting user questions for signal words indicating intent, brainstorming commonly used keywords for each stage, and implementing topic clustering to improve brand visibility. Aligning keywords with search intent ensures businesses are accessible through voice search at every funnel stage.
Q11: How has voice search reshaped the customer journey and behavior?
A11: Voice search provides a faster and more convenient way for customers to find answers. Its popularity suggests a significant impact on online search behavior, making it crucial for businesses to adapt SEO and content marketing strategies to cater to this changing landscape.
Q12: What steps are recommended for businesses to prepare for the voice search revolution?
A12: Businesses should revisit SEO and content marketing strategies, position themselves as voice search experts, and embrace the evolving digital landscape. Staying informed about industry trends and updating strategies ensures competitiveness in the dynamic digital environment.
Q13: What does the “About Us” section highlight regarding Voice SEO’s expertise?
A13: The “About Us” section emphasizes Voice SEO’s dedication to studying industry trends, updating strategies, and helping clients navigate the voice search revolution. The company focuses on driving traffic, establishing thought leadership, and engaging users throughout their buying journey.
