Voice search has come a long way. In the early days, voice recognition technology struggled with accuracy, but recent advancements in artificial intelligence (AI) and natural language processing (NLP) have transformed it into a valuable tool for daily life.
A (very) brief history of voice search
The development of voice search spans several decades, with the first voice recognition systems appearing in the 1960s. However, Apple’s Siri in 2011 marked a major milestone, making voice-activated help available to consumers on a large scale. Google followed with Google Now in 2012, and Amazon launched Alexa and the Echo smart speaker in 2014, bringing voice interaction into homes across the world.
By 2017, voice search was mainstream and Google reported that 20% of all mobile queries were voice searches and by 2023, Ofcom said that approximately 35% of UK households owned a smart speaker, like Amazon Echo or Google Home with insight from Mintel suggesting that one in five people in the UK used voice search at least once a week.
The appeal of quick, hands-free tasks, whether it’s checking the weather, playing music, or finding a local business, has driven this shift in behaviour (I have also used it to great success when cooking!).
Why does voice search matter?
Voice search changes how consumers find and interact with content, products, and services. Unlike text-based search, where users can browse multiple results, voice search typically provides one or two answers. For brands, this raises the stakes because if you’re not at the top, you’re almost likely invisible.
Voice Search and SEO
The importance of being at the top of search results (or in 'position zero,' the featured snippet) has never been greater. Voice search often pulls from this snippet for its spoken answer, so optimising for voice is essential. Here are some key things marketers should be thinking about:
- Conversational Keywords - Voice searches are phrased conversationally, so brands need to adapt by including more natural language in their content.
- Long-Tail Keywords - Voice queries tend to be longer and more specific. Brands that include these long-tail keywords are more likely to be found through voice searches.
- Local SEO - In 2022, Google estimated that nearly 58% of voice searches are local, meaning users are looking for businesses nearby. This means you need to keep your Google My Business profile optimised with accurate information and location-specific keywords.
- Page Speed and Mobile Optimisation - Voice search users expect quick, relevant answers, often on mobile devices. Having a fast-loading, mobile-friendly website is essential.
Connected devices are more than just smart speakers
Voice search is part of a larger ecosystem of connected devices, which include smart TVs, wearables, and even connected cars. These devices provide new platforms for advertisers to reach consumers with personalised, interactive experiences.
Smart Speakers and voice-activated Ads
Smart speakers like Amazon Echo and Google Home are seeing rapid adoption. A report by Statista in 2023 estimated that there were 25 million smart speakers in use. These devices offer brands a new way to engage consumers through voice-activated ads. For example, an ad might prompt users to add a product to their shopping list with a simple voice command.
Connected cars and wearables
Voice technology is becoming common in cars through systems like Apple CarPlay and Android Auto, allowing drivers to use voice commands safely while on the road. This presents opportunities for location-based ads, targeting users searching for nearby petrol stations, restaurants, or shops.
Wearables like smartwatches are also integrating voice assistants, providing brands with the chance to deliver hyper-personalised messages based on user activity, location, or preferences.
So how can marketers capitalise on voice search and connected devices?
1. Optimise for Voice Search
Ensuring your content is optimised for voice search is essential. This means including conversational keywords and long-tail queries, and ensuring your site is mobile-friendly and quick to load. Prioritising local SEO and aiming for position zero increases the chance of being the featured answer for voice queries.
2. Use Voice-Activated Ads
Voice-activated ads on platforms like Alexa let brands engage users directly through smart speakers. For example, prompts like “Would you like to add [Product] to your shopping list?” can drive user action and help bridge awareness with conversion. As more consumers shop through voice assistants, this type of ad will become a key tactic in digital marketing.
3. Target Local Searches
As a significant portion of voice searches are local, brands should focus on local SEO by keeping their Google My Business profile up-to-date. Accurate, relevant information, including operating hours, locations, and contact details, helps brands appear in voice-driven local searches.
4. Create Voice-Activated Skills and Apps
Brands can develop custom voice-activated skills for Alexa or Google Assistant to provide valuable content or interactive experiences. For example, a food brand could create a voice skill that shares recipes and cooking tips using their product, or a fitness brand could offer workout suggestions based on user preferences.
5. Embrace Voice Commerce
Voice commerce (v-commerce) is a growing trend, especially for retail brands. Optimise product descriptions and reviews for voice search, ensuring your products are easily discoverable on platforms like Amazon and Google. This is key for capturing sales as consumers become more comfortable making purchases through voice.
Challenges
While voice search and connected devices offer exciting opportunities, brands and agencies like us, must consider several challenges:
- Privacy and data concerns - With voice assistants constantly listening, data privacy is a concern for consumers. Brands must respect user privacy and comply with regulations like GDPR to maintain trust.
- Accuracy and discoverability - Voice recognition can still struggle with accents or background noise, and brands are competing for limited visibility in voice search results. Ensuring top SEO performance is essential to stay discoverable.
Voice search and connected devices is an advertising trend that is here to stay and it is growing.
Marketers must optimise for voice, use voice-activated ads, and embrace new connected devices. With the potential for hyper-personalised ads, interactive voice experiences, and seamless v-commerce, voice-activated technology is set to transform how brands engage with consumers.
So, the next time you say, 'Alexa, help me, I’m a marketer,' remember these tips and tricks to help you make the most of this connected opportunity.
