KEO Marketing

Be in the Know.

Adapting Your Marketing Strategy for Voice Search

Voice is quickly becoming a preferred method for search. According to Google, 20% of queries on its mobile app, as well as on Android devices, are voice searches. A December 2015 survey from MindMeld revealed that 60% of respondents had started utilizing voice search and commands in the past 12 months.

With increased use of smartphones and devices like Amazon Echo and Google Home, voice searches will continue to rise. Companies must be ready to modify their SEO strategy and ensure their content is voice-search friendly.

In an attempt to understand how search results respond to voice, Moz’s Dr. Peter J. Meyers ran 1,000 voice search tests on Google Home. He discovered that companies should be doing the following to appear high up in the voice search results.

Try to get into a Featured Snippet 

When a user asks Google Home a question, Google will most likely pull the response from a featured snippet. According to Meyers, nearly 90% of the text-only Featured Snippets he tracked in his study produced a voice answer. To ensure you are in one of the Featured Snippets, use question words like, “What,” “Why,” “How to,” and “Where” in your content and look at frequently-asked questions on Answer the Public. As always, make sure your content is well-written and valuable to readers.

Use only text when trying to land in a Featured Snippet 

The most frequently displayed Featured Snippets are text, according to Meyers. About two-thirds of the voice searches he performed came back with answers through text Featured Snippets, followed by lists, and then tables. Google Home does not currently play video Featured Snippets, so Meyers eliminated those from his study. When you create content, make sure that Google will be able to show it as a text Featured Snippet.

Do your keyword research 

You should also be aware of how to research and analyze keywords to utilize in voice search. For example, Meyers found that when someone asks how to make a particular recipe, Google Home will either find one on its own or ask the user if they want to choose their own. Run your voice tests to determine exactly how Google Home will respond to your industry’s main keywords.

Voice searches should be a critical part of your marketing plan. As more people buy Google Home and utilize voice queries, the need for voice compatible content will only increase.

Do you want to focus on getting noticed on Google through voice searches? Contact KEO Marketing today.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.