Voice search and the impact on your digital strategy

More and more in vogue, voice search echoes the growth of mobile phones and connected objects. Indeed more and more brands are turning to voice objects such as Google and its Google Home. The voice search developed at length by Microsoft, Google and then Apple aims to increase mobile web requests. The goal is to streamline, optimize and respond to a growing demand from generations Y and Z. According to a Google UK study, 42% of Google users use voice search every day. But this same study shows that 75% of users use voice search Portugal Email List at least once a week. Thanks to Statecounter , we now know that mobile worldwide has overtaken computer research since November 2016. Thinking about a mobile strategy is therefore becoming a real challenge for all B2B and B2C marketers.

Even if today the mobile market in the USA, in Europe or even in France is behind that of the computer, it tends to catch up with it. Consequently, the increase in searches on mobile increases the rate of voice searches and generations Y and Z contribute strongly to it. Having a digital strategy around voice search therefore becomes a necessity for your digital strategy, because we do not express ourselves in the same way orally as we do in writing. Some figures on voice search SEO Tribunal , one of America’s largest SEO agencies, released an infographic with 106 numbers on voice search.

This infographic teaches us a lot of things such as:

Whether the use of voice search is mostly done in the car (52.8%) or during an activity (21.3%). The most popular themes are related to commerce (52%), information and personalized advice (48%). In the research themes, we find in 38% of cases the call to a customer service contact. Unsurprisingly, it is Generation Y and more precisely millennials who use it the most, i.e. 35.8%. Generation Z through its digital positioning will gradually be above the millennials. Men use voice search more than women even if the difference is very small (66% against 55% for women). The use of voice search is most often done in isolation / alone. 61% of people use it because their hands or fields of vision are busy 30% of users do so to get a faster search result In the United States, 50% of searches will go through voice search by 2020 according to marketers’ estimates.

Another study that of Google UK which tells us that: 75% of their respondents use it to simplify their daily lives. 58% of respondents to this study would like more detailed results. 89% of those questioned believe that voice search will make it possible to find information more quickly. With all of these figures, we can already see that voice search must become part of your digital strategies now to gain market share. Why adapt its articles to voice search? With voice search, you have to rethink your content marketing strategy. Because yes, not all of us express ourselves the way we write.

The first question we must ask ourselves is how your personas express

themselves to seek information. Do they ask short questions like for example: What is or What is a… Where are they searching by keyword. The answer is by question. Therefore the most suitable articles are those answering a question. The advantage of voice search is that it leaves room for syntax and expression and not for the keyword. For many specialists, voice search will make it possible to: Extend web requests because with the oral we are looking for more precise information Replacing the keywords with a syntactic sentence will be more favorable. This will make it possible to have more linking words for smoother reading. What will become of today’s SEO system? Well according to many SEO specialists, patents, algorithms and developments are underway at Google.

These changes respond to the increase in the use of voice search. In addition, voice search creates a stronger bond of proximity between consumer brands since it builds a dialogue. This therefore partly responds to the personalization and involvement of the consumer as a consumer. The SEO system will therefore be diversified and will leave less room for a keyword structure. If you liked this article, see our page dedicated to customer experience or see our article on mobile as a marketing issue . Do you want to be supported in your process of increasing your leads ? We invite you to contact our teams for more information

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