With the advent of Voice enabled searches on Mobile devices and Smart speakers, there has been a gradual but steady shift in how a typical Internet user searches for a service or product. Devices like Amazon Echo, Apple Homepod, Google Home have all found space in living rooms across the world. People can talk faster than they can type. An average human can type only 40 words in a minute but speak 150. Consequently, By the start of the next decade, using conversational queries will become mainstream. If a retailer vying for customer attention is not observant of this significant trend of e-commerce going toward v-commerce, then chances of lagging behind other competitors is increased.
Some of the interesting facts to be noted in the space of voice enabled search are that:
- One fifth of all Queries on Google are voice searches
- One out of ten Wi-Fi connected homes in US have a smart speaker
- 40% of adults use voice search atleast once in a day
- 25% of searches on Windows 10 taskbar are voice
- There would be 21.4 million smart speakers in the US alone by 2020
- By 2020 , 50 % of all Queries would be Voice-driven
While a text search in Google might yield a million results, a voice search on a mobile device might yield only top 3 results and 1 result for smart speakers! Therefore, the competition is all the more fierce. Therefore, it is highly required to adopt new strategies.
As part of the digital marketing strategy that your brand has in place already, are there any changes that are to be adopted while keeping in mind this emerging trend of voice enabled search? The good news is that you SEO strategy might just be sufficient if the following factors are incorporated on top.
- Long tailed key words: The queries in voice searches are very conversational in nature. When users have been using fewer words (in the range of 3-5) per query in typical text search, the intent of the Search was probably difficult to find. However, now with voice searches the queries are longer and all the more specific. For instance, while a user might have simply typed “Tyre shop in KK Nagar “, a voice searcher might speak “Where can I find 19 inch MRF tyres in KK Nagar for my Audi Q7”. The user has revealed a lot of information. The corresponding targeted content needs to be on your website for Search Engine to refer it.
- Answering a question: Users simply don’t say keywords, they ask Questions. You should devise a strategy to have content on your website that answers these natural language questions. You should get inside the mind of the customer and understand what he wants. The FAQs page on your website should have maximum number of questions answered so that they have content that might find a way probably into the Search engine’s results. Reviews of customers written on your website are also excellent starting points to search for text that answers the user’s questions. Blog posts are added bonus.
- Geo Location related Searches: When it comes to local search, voice is 3x more likely to be used than text. Users searching with queries containing the text “Near me” has grown 2 twice in the past year. 80 % of people use voice searches for immediate on the go results. For instance, they want to know “Where is the nearest Grocery store”. Your business should be on the local listings of online directories for Google maps to refer it and consequently bring it up on search results. The address, contact numbers, opening hours should be up to date and precise for better results. Also, these details should not be hidden in images; rather they should be in simple text.
- Searches on Mobile: Since the voice searches on mobile devices are more, your website needs to be more mobile friendly and have a minimal bounce rate. The time that it takes to load an average landing page on a mobile device is 15 seconds. The best time should’ve been under 3 seconds.
The above strategies could well place you a notch above your competitors when it comes to V-commerce. Starting to build for answer engine optimisation is vital in order to survive in a competitive market where Voice enabled search is set to rule. Voice shopping market is expected to grow from $2 billion in 2018 to $40 billion by 2022. Anyone who wants to cash in on this should strategies well for the future.
Have you ever searched on Google for things like ‘Cakeshop near me’ or ‘Mechanic near me’? What were you seen? Yes, you are right. The search result shows the map directions what all the shops are available in your surrounding. Then you are choosing a vendor and go to them.
Get Found With The Buyer’s objective
When users search for such keywords, they are searching with a buyer’s intent.
With the help of local search optimisation, you can be a part of this last, which also gives your business some credibility.
Local SEO helps in generating a tremendous amount of lead.
It can bring in more business especially when it is within reach for people who are searching for their immediate needs. It gives them instant fulfilment.
Business Information When users search for your business name on Google, they see a list of websites or look at your information display prominently on the right-hand side of the search results. This means Knowledge Graph.
Your business information will appear in the knowledge graph when you have a correctly created, verified listing on Google My Business. Registering your company or service in Google listing is the preliminary step to Local Search Optimisation.
Interact With Your Business – Adding Contact details
By ensuring that your phone number and website links are included in your Google Business listing, you will make it easier for users to get in touch with you to research you further.
It is also essential for your business name, website and phone number to be accurately and consistently published on the myriad of online directories where your business information may be published.
Effective AdWords Campaign – Google Ad words
A verified Google Business listing can be connected to your Google AdWords campaign.
By connecting the two, you can improve the effectiveness of your ad campaign by using location extensions.
This is especially important for a business that wants to drive foot traffic. Location extension allows ads to display your address and also show nearby searchers their distance from your business with a link to get directions.
Imagine that you are a Coffee shop in the specific area.
When a user searches for Coffee shops nearby from your area using their smartphone, your ad shows up with your shop name, ad copy and the user’s distance from the store.
They can quickly tap the call button or the get directions button. This is great for user experience and translates into more visitors to your shop.
Positive Reviews Will Outrank Competitors
Along with rankings, review management is the other half of local search optimisation. A favourable review profile on Google, Facebook, etc… can impact rankings.
But more importantly, a positive review profile helps you to get an edge over your competition.
Google started testing new filters on the map wherein users can filter results based on ratings or hours of operation.
All of these benefits allow for small businesses to become established in an area where they will most likely see enough traffic to produce business from their online efforts.
which allows them to readily be on their way to developing an online presence as large as they require.
That means it makes sense that small businesses should try investing in local search engine optimisation before trying to tackle the global market.
Benefits of Social Media Marketing
Every opportunity you have to syndicate your content and increase your visibility is valuable.
Your social media networks are just new channels for your brand’s voice and content.
This is important because it simultaneously makes you easier and more accessible to new customers, and makes you more familiar and recognizable for existing customers.
More Opportunities to Convert.
Every post you make on a social media platform is an opportunity for customers to convert.
When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them.
Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.
Not every interaction with your brand results in a conversion, but every positive interaction increases the likelihood of an eventual conversion.
Even if your click-through rates are low, the sheer number of opportunities you have on social media is significant.
Higher Brand Authority
Interacting with your customers regularly is a show of good faith for other customers.
When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates.
The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users.
Not to mention, if you can interact with major influencers on Twitter or other social networks, your visible authority and reach will skyrocket.
Increased Inbound Traffic
Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for.
Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor.
The more quality content you syndicate on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions.
Decreased Marketing Costs
According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic.
Six hours is not a significant investment for a channel as large as social media.
If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts.
Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course).
Start small and you’ll never have to worry about going over budget—once you get a better feel for what to expect, you can increase your budget and increase your conversions correspondingly.
Better SEO Rankings
SEO is the best way to capture relevant traffic from search engines,
Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media.
As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy.
That means if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.
Improved Customer Insights
Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening.
For example, you can monitor user comments to see what people think of your business directly.
You can segment your content syndication lists based on topic and see which types of content generate the most interest—and then produce more of that type of content.
You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.
These are some basic benefits of Social media optimisation(SMO) and Social media marketing (SMM).