Voice Search is Changing the Marketing Landscape

voice searchOnline marketers need to be ready to embrace one of the biggest trends of  2018 – voice search.

Up to now, voice search has been a bit of a novelty. But the predicted rise in searches that use voice is staggering. That will make it crucial for digital marketers to make some changes in order to take advantage of voice search’s growing usage.

The data from a variety of research reports all point to dramatic increases in voice search:

  • 50% of all searches will be voice searches by 2020, according to ComScore
  • About 30% of searches will be done without a screen by 2020 via Mediapos
  • We estimate there will be 21.4 million smart speakers in the US by 2020, according to Activate
  • By 2019, the voice recognition market will be a $601 million industry”, according to a report from Technavio via Skyword.
  • In 2017, 25 million devices will be shipped, bringing the total number of voice-first devices to 33 million in circulation, according to a study by VoiceLabs via Mediapost

Growth Catalysts

Accuracy and speed – According to the KPCB Internet Trends 2016 report, the accuracy rate of voice search is up to 92 percent. Humans can speak 150 words per minute vs type 40 words per minute, which makes voice search faster.

More devices – Amazon’s Alexa and Google Home have become more popular and their functionality is being integrated into other devices such as speakers cell phones tablets, headphones, TVs, watches and more. At this week’s Consumer Electronics Show (CES) in Las Vegas both Amazon and Google announced a slew of partnerships that puts voice technology into a variety of other devices.

Actions for Online Marketers


Because more than blanks searches are for local business, it’s key to optimize the content on your pages with natural language to help you with voice search results. Mobile voice-related searches are 3X more likely to be local-based than text, according to Search Engine Watch

Additionally,creating Q&A pages using words and phrases that people actually speak, as opposed to to words typed into a search box, can boost your voice search visibility. Use more conversational words and the keyword phrases that resonate with a person performing a voice search.

Consider Intent

It’s important to consider the intent behind a voice search. Mobile voice searches will use natural language, which means long-tail keyword phrases are more important than ever. Use questions that may be asked about your business, product or service. Nearly 50% of people are now using voice search when researching products, according to Social Media Today

Check your analytics to see exactly what queries are bringing people to your site. This should give you a good idea on how people are finding you right now ad what they are currently searching for.

Mobile is a Must

This should go without saying but since most voice searches happen on a mobile device, you must have a mobile-friendly website. Bad experiences for searchers can result in abandonment or worse having consumers avoid your site. It can also negatively impact your Google rankings. “1 in 2 use voice technology on their smartphone, 1 in 3 voice technology users use voice technology daily.” via ComScore