Consumers are warming to the idea of interacting with their phones and wearables via voice. 33% of U.S. consumers have used a digital assistant like Siri in the past 30 days, and 37% plan to purchase a smartwatch in the next six months. For marketers, this means it’s time to begin reinventing new ways to engage with customers during critical buying moments.
What voice search means for branded websites
Digital assistants can provide answers to many voice search queries without actually visiting a site. This means site traffic will drop off. However, optimizing to support instantaneous information retrieval means brands can provide high value to customers and engage in a more seamless way. Enable digital assistants and voice-activated devices to be virtual brand advocates by tailoring creative around how they retrieve and deliver information.
What voice search means for SEM
Keyword matching will become less precise and more conversational. We’re likely to see longer-tail searches phrased as questions. Test ad creative that poses a question to match the way customers phrase voice search queries. Also test copy phrased as the answer to mirror the response a digital assistant like Siri might use to respond to a query.
What voice search means for SEO and content
The SEO value of images and videos will grow substantially. Unlike text – which digital assistants can read aloud – images and videos must be delivered via the website that hosts the content. Ramp up your image, infographic, and video content efforts. Keep in mind that Siri is powered by Bing, which means if you aren’t focused on optimizing for Bing, you’re missing an opportunity.
Voice search: Where to go from here
Not long ago, touch screens became the dominant method of interfacing with devices. Voice search may be the next frontier. It’s time for marketers to start rethinking the approach to creative and content in the context of the voice search activated user experience.
About the Author
Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.
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