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“OK Google,”“Alexa!”“Hey, Siri”
These are phrases that we’re all pretty familiar with. And as if Googling something weren’t easy enough, we find ourselves using virtual assistants to do it for us. As consumers, we enjoy using it — in fact 27% of the global online population is taking advantage of Voice Search on mobile. But as marketers, is this something we should be considering in our SEO strategy?
The short answer is “no”. The long answer is “it depends.”
Our opinion on Voice Search hasn’t changed much from 2017. To include Voice Search in your SEO strategy is to accept that you will not be able to understand the true effectiveness of your efforts. Optimizing for search isn’t difficult, but measuring its success is. Currently, there are no analytic tools that allow you to see how much organic voice search traffic is driving visitors to your site.
💡 The Good News: This means that existing SEO strategies are still the best path forward if you’re considering Voice Search 💡
If you are thinking of integrating Voice Search into your SEO strategy, you’ll need to consider if Voice Search will help you achieve your business goals.
Voice Search is largely driven by smartphone users. And it may come as no surprise that depending on the make of the device — the way that a virtual assistant finds the answer varies.
Although Google and Bing are different, SEO strategies are often the same for both search engines. That means that existing SEO tactics still apply.
If you’re a business-to-business company serving a very niche market, then you’re likely not going to benefit from a Voice Search strategy.
If you have a local presence, Voice Search may be more valuable to you to help drive foot traffic.
However, in true Seer fashion, we recommend you look at data to determine whether or not Voice Search is a potential option.
🚨 Keep in mind that in September 2020, Google announced that it would reduce search term data for all advertisers. 🚨
Please note for some sites, you may not see any Search Console data that shows Voice Search queries. This may be an indication that it isn’t common for users to leverage Voice Search to get to your site. For other sites, you may have loads of data — a Voice Search strategy might be important to consider in that case.
Are these searches looking for a specific product or service?
Are these questions already answered by your site?
Are high level branded searches coming from someone who doesn’t want to type in your address?
Audience research and user testing is a great way to understand the role that Voice Search plays in your target market’s path to conversion. How?
These conversations will give you insight into how high of a priority Voice Search should be within your organic marketing strategy.
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