The Real Way to Optimize Voice Search
Before you keep working on your clients’ voice search optimization, you should know that there are a few things you’re prioritizing that have been highly exaggerated. According to a post written by Andy Taylor for Search Engine Land, the following voice-related rules are nothing more than myths.
Consumers Ask Longer Questions When Conducting Voice Searches
Three years ago, Microsoft published a study that declared voice searches are both longer and include more question words than typed searches. It makes sense, right? People can typically talk faster than they can type and you are more likely to form full sentences for your queries when you’re talking. However, neither has been proven to be the case. For the last two years, the character length of search queries has averaged around 15 characters. Even though voice search popularity is only growing as virtual assistants become more commonplace, there have been no upward spikes in search character averages, revealing that voice searches aren't generally longer than those that are typed. Taylor says that there has also been no growth in the use of question words in searches, even with the growth of voice. So, if your clients have been dramatically changing their search criteria to better encompass voice, you can assure them that, at least for now, their time is better spent elsewhere.
Voice Commerce is Booming
False. Although voice commerce does happen, it’s not a common occurrence. Taylor points out that research concludes 70% of U.S. consumers have never used a voice assistant to search for a product. In fact, only 4% of consumers have used smart speakers to make purchases. Even Amazon has admitted that only 2% of Alexa users have asked her to make purchases. If barely anyone is using voice search to make purchases, you and your clients don’t have to worry about accommodating that “need.”
Now, none of this information means that you should disregard accommodating voice searches in general. Just within the past six months, 74.5% of Voice-Activated Assistant Users and 61.7% of Voice-Activated Smart Speaker Users have used a search engine to research products or services they were considering. Your clients should still be regularly optimizing their search efforts. They just need to know that, as of now, no special treatment needs to be given to voice searches. For now, it’s all the same.
For more insight into audiences like Voice-Activated Smart Speaker Users and Voice-Activated Assistant Users and what they may be searching for, you can head to their profiles on AudienceSCAN by AdMall from SalesFuel.