Understanding The Impact of Voice Search On Digital Marketing

by Megan Hettwer
2/20/2018 6:10:06 PM

How Small Businesses Can Leverage The Power of Voice Search

If you’ve ever said, “Hey Siri,” or, “Okay Google,” you’ve used an intelligent personal assistant (also called a virtual digital assistant.) We can ask these smartphone assistants to do things like add an appointment to our calendars, open an app, and search the Web.

That last one is particularly important, because as more people use voice search, digital marketing will also change.

Change in the digital marketing landscape isn’t all that surprising — new tools are introduced regularly, algorithms that dictate SEO best practices are constantly evolving, and consumer preferences shift often.

But, does your digital marketing strategy need a face-lift to keep up with the way people conduct searches? Keep reading to find out.

How voice search is different from traditional Web searches

Voice search is having an impact on digital marketing because people use different language when talking versus typing.

For example, when someone searches using Alexa, they’ll use more natural language: “Alexa, who was the 34th President of the United States?”

The same search conducted in a Web browser might focus more on specific keywords, like this: “34th U.S. President”.

The keywords people are using to find information differ between voice searches and traditional Web searches. But what exactly are people searching for? Let’s also look at how people are using voice search in their everyday lives.

How do people use voice search?

In 2014, Google surveyed 1,400 people across age groups. The results of the study showed:

  • 41% of adults use voice search more than once per day.

  • 55% of teens use it multiple times each day.

  • Teens and adults alike use voice search while multitasking (78% and 63%, respectively).

  • Both groups used voice search for local searches, like asking for directions or movie times.

That last point is particularly important, and will likely have the biggest initial impact for small businesses. However, those changes aren’t likely to shift the marketing landscape too much (at least not yet.)

How voice search will impact digital marketing

Many voice searches focus on sending a text, making a call, checking the weather, and other tasks that don’t involve combing the Internet for information. When someone does use voice search to conduct an actual search, the questions are likely to be localized. People want to know where the nearest highly rated restaurants are or where to find a gas station.

What should small businesses do to harness the power of voice search?

Voice search will certainly have an impact on the digital marketing efforts of businesses, but we won’t be seeing major changes immediately. According to digital marketing firm Seer Interactive, there’s no need to revamp your marketing strategies at the moment:

Limiting Technology + Very Little Usage + No Major Change in Search Behavior for Those Who Are Using = Not Enough Data to Strategize Differently

Simply put, there’s little current data to show that voice search is having an impact on the types of searches that matter most to businesses. It’s an interesting trend to follow, but for now your business is best served by simply updating your digital marketing strategy with proven methods that deliver results.

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office for Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >