Can you remember the time when Siri was new? It was amazing to see that we can talk to our phone and get a response from it. Digital personal characters are entering into our lives in the form of Google Now on Android and Cortana on Windows Phone, and also Siri on the iPhone. These personal characters are there to get back to our questions and help us and hence they are supported by search engines. Google supports to Google Now, Web Search to Siri and Bing to Cortana.
As a search marketer, voice search looks like an out-of-reach novelty. However, there are a lot of clues available to use voice search.
Now, the question is how this voice character is affecting and what can we get out of it?
Let’s check out the two critical phases of voice-activated search –
- What is the difference between voice search and text search?
- How can we adjust the search campaigns to target voice searchers?
Voice Search Is Booming
Voice search is composed to grow, not because of the enormous growth of mobile, however recently Microsoft declared that Cortana will be on the Windows 10. By the end of this year, hundreds of millions of desktops will have a voice-activated way to search. Add Siri and Google Now to the mix and voice search is all set to rise quickly. Google offers Voice Search APIs for developers.
Voice search and text search are different in two actionable ways –
Understand usage of voice search and question phrases –
Next time, whenever you will use Cortana, Google Now or Siri – think how different kind of interaction you do through these digital voice modules. While interacting through text-based search, you actually type what you want to search like “Home Depot” and you will check the address of a particular home depot. Whereas, with voice search, you’ll actually say your requirement such as ‘where is the nearest home depot? The whole approach of doing web search is different in voice and text. Voice search is marked by the usage of question words like what, who, why, where and how. Text based search doesn’t have such phrases.
Understand Voice Searches have more words per search –
Bing search displays that with text input, two word questions are the most prevalent, with an immediate decline in use after three words in the question. With voice based search, the common question length is 3 or 4 with a much steady decline in question length. Observing your long tail keywords to search patterns, some of them stretch to 6 to 7 words in length. Add the question phrases. Add negatives and positives accordingly.
What you expect from Voice Search in the future?
As usage of voice search is growing, more options might get added for targeting and providing better experiences. However, till then there are some ways, which we can use smartly for our marketing.