Brand Experiences
Talking New Technology: the Untapped Potential of Voice Search Optimization
By Rosie Tobyn
For years, marketeers have dedicated time and resources to search engine optimization (SEO), and the practice is a long-established pillar of any digital marketing campaign.
Meanwhile, understanding of Voice Search Optimization (VSO) lags behind. Alexa, Siri and Cortana may have been a part of our lives for years, but the race to provide content for them is still in its early stages.
What is VSO?
VSO is the act of creating brand content online which can easily be prioritized and utilized by voice search engines. It calls for a different approach to traditional SEO, but as voice recognition technology improves, and consumers become ever-more comfortable talking to digital assistants, the opportunity for brands to meet customers in a new moment of need is now unmissable.
More than a quarter of people regularly use voice search on their phone, and it’s estimated that there are now 8.4bn digital search assistants; more than there are people on earth.
Understanding the difference between SEO and VSO tactics
Creating content that responds to spoken consumer demands and queries is an art form of its own.
In 2024, consumers demand immediate access to accurate information. That demand for ever-faster, easier, better content is unceasing, and expectations continually rising. Where we once marvelled at carrying Google in our pockets, with voice search engines, we don’t need to lift a finger to get information.
Alas, there is no ‘kill two birds with one stone’ approach to SEO and VSO. Keywords identified for SEO don’t necessarily translate to VSO, and so a dual strategy is essential to maximize the potential of both SEO and VSO.
The way that consumers communicate with a device-based search engine is different from the typical communication style with a voice search engine. For example, an individual searching for a new moisturiser might type: ‘Popular skincare brands for combination skin’. However, they might speak: ‘‘Alexa… what moisturisers would you recommend for combination skin types?’.
Understanding and responding to the difference with appropriate tactics is key to success in VSO, and a specialism of our team at SGK. We talk to digital voice assistants (DVAs) in a more conversational style. Most people converse with Alexa almost as if it is a person, using complete and detailed sentences. Typing into Google, however, we are typically more formal and concise.
Users also have different expectations of voice search. While text search engines offer almost limitless choice, VSO rarely offers more than two responses. This makes the competition for attention even more fierce than in traditional SEO, and is why an expert, deliberate approach to VSO is essential. Below are some guiding tactics to consider for your VSO strategy.
- Organisational metadata: This is the information about your site, it is not seen by website visitors but is the make-up of your site’s source code. Having certain ‘tags’ in your metadata increases the potential for your organisation to be strategically picked over another when filtering options.
- Local optimisation: a high portion of DVA requests are for local demands. These requiring a quick search and recommendation approach. This can be optimised using ‘near me’ in title tags and using phrases or language relevant to the local area in your metadata.
- Mobile optimised websites: Websites that are not mobile optimised have lower website traffic. Visitor stats are fed to google and can hurt your rankings over competitors, when it comes to voice searching.
- FAQ’s: Implement an FAQ’s section on your website. When using voice search, customers are often asking questions. By understanding the questions asked by your target audience and answering these on your website, you are more likely to be suggested as an answer.
As the technology develops, and marketeers begin to understand more about the consumer response to voice search, tactics are refined. One notable issue in the industry is that of privacy and trust. The idea of a DVA ‘always listening’, and devices serving ads for products that the user didn’t actively search but may have discussed conversationally, is a real concern for consumers. Brands must use the technology respectfully and carefully, knowing that intrusion has potential to tarnish their brand.
The opportunity
Despite the challenges of voice search, the technology and its usage are developing with speed. A targeted VSO strategy opens a fruitful, underutilized channel that will reap rewards now, and will continue to do so for years to come. The tool is invaluable for everything from sales to customer service and brand experience.
VSO can put your destination front of mind in ‘near me’ searches. It can provide directions. It is able to answer customer queries immediately and usefully without the need for call centre staff. Embracing VSO not only makes life easier for your customers, but builds brand loyalty, drives engagement, and this all ultimately contributes to a brand’s bottom line.
Claiming a stake in voice search, now, is essential for brands who hope to stand out, to provide great service, and to maximize their sales potential.