How Voice Search and Smart Speakers are Changing SEO and Content Marketing

It’s hard to believe that the Internet has been part of our lives for over two decades. During this time, we’ve seen dramatic changes on people interact with the Internet. Smart speakers are becoming more and more popular in today’s homes. Devices such as the Google Home and Amazon Echo have made it possible to perform Google searches by simply saying a couple of words. Many newer vehicles are equipped with Bluetooth technology that syncs your Apple or Android phone to your vehicle while you drive. It’s estimated that half of all searches will be performed as a voice search by 2020. People are drawn to the ability to make easy, fast and accurate searches without typing a single word.

Smart homes are becoming more and more popular and they are controlled by a relatively inexpensive device. With only a few words you can control the music you hear, what streams on your television, control the heat, turn off the lights, ask for directions, order socks on Amazon, and easily perform dozens of other common household tasks. You can also ask Google any question you that randomly enters your brain.

Search Engine Optimization (SEO) and content marketing are core to most online marketing strategies. For years, we’ve been building campaigns with the understanding that people are using a keyboard or phone to make searches in Google. People can be lazy when they type a search in Google, the search engine does a great job at understanding the search term you’ve entered, even if it’s not accurate. For example, ‘Pizza shop Toronto’ will not always produce the same results as ‘I want to order pizza in Toronto’.

Voice searches take a lot less effort than typed searches. People talking to their Smart Speakers are more likely to provide complete information and full phrases.  This could be a game changer for companies who embrace voice search in their online marketing strategy.

Traditionally, SEO is the practice of optimizing a webpage for keywords that Internet users utilize when searching Google for a specific product or service. For a pizza place to rank in Toronto, the page should include references to both ‘pizza’, ‘Toronto’ and any other relevant keywords throughout the page. Ideally, the page’s headings, META tags, anchor links and other elements would include the keywords your customers may use on Google. Voice search could potentially change the way we write online content and perform SEO.

People are getting used to using their Smart Speakers and onboard vehicle technology to perform Google searches. Practise makes perfect, and it doesn’t take long to realize that these devices work best when more detail is included in the voice search. Again, it takes a lot less effort to talk than it does to type. The ease of voice search makes impulse searches a lot more common. It’s estimated that the average person will have 50,000 – 70,000 thoughts in their head during a day, that’s 35 to 48 thoughts at any given minute. Smart speakers make Google searches effortlessly if you want pizza you can ask for instant information.

To beat your competition on voice-activated searches, you’ll want to add more detail to your content. A more conversational tone in your content is the best way to capture voice-activated search traffic. Spend the time and use this logic on all pages of your website. Be sure to include localized information throughout your site, a Smart Speaker or vehicle will seek the closest brick and mortar location that’s related to a search.

A voice search will usually be a sentence or a phrase. Study your Google Analytics and come up with a list of common searches using multiple words and integrate these terms into your content. Think about how you would answer a question posed to a Smart Home device with the information on your website.

The times are changing and it’s time to prepare your brand for increased voice searches. Over half of all teenagers regularly perform voice searches on Google, and over 40 percent of adults do the same. SEO isn’t going anywhere, but voice search is quickly changing how information is found online. This means your content is going to need to take this growing segment into account.