As the digital ecosystem evolves, advertisers are always seeking innovative ways to stay up-to-date with technology and connect with their target audience. A key innovation is the voice search feature, which has changed the game for digital advertising. The increasing use of voice assistants opens up an opportunity for advertisers. In this article, we will be navigating voice search technology, its optimisation to improve sales and its importance in digital advertising.
What is voice search technology?
Voice search or voice-enabled search is a form of technology that allows users to make requests or look up information on the internet with a voice command. This innovation works by using Automatic Speech Recognition (ASR) to convert the voice into text. It then translates the information and searches for existing databases that match the user’s request.
Voice search has further been amplified by the proliferation of smart devices such as speakers, phones, TVs, watches, cars and home appliances with virtual assistants like Siri by Apple, Alexa, Cortana by Microsoft, Bixby by Samsung and Google Assistant. It has impacted the e-commerce industry by simplifying regular shopping processes such as searching for items on sale on a website just by saying, “Hey Siri.”
Everyone is jumping on the rave of voice-enabled search to incorporate into their daily life. Studies show that 72% of people who own voice-activated speakers often use them as part of their daily routine. Juniper Research reported that the voice commerce market will exceed $80 billion per year by 2023. Also, 34% of people who do not own one of these devices are interested in getting one. It suffices to say that you may be missing out on substantial sales if you are not leveraging voice search optimisation.
How to optimise voice search to improve sales
Here are some proven ways to up your sales with voice search:
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Structure your content with the right keywords
According to Google, 70% of requests to Google Assistants are expressed in natural language and not the typical keywords typed in search engines. This proves that people express themselves better using voice search and are more likely to use long-tail keywords because of the ease it affords them. Hence, you should optimise your content to answer context-specific questions. Keep your language natural and conversational so that your digital content can be aligned with their requests. For example, answer questions such as “Where can I find the best jeans for school in Lagos?”
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Prioritise SEO tools
Search Engine Optimisation tools are key for improving visibility on the internet. One good strategy is to create content on topics that are most searched in your field. Google also shows these searched topics in their “People also ask” section. Make sure to provide informative and concise answers to the questions using keywords. Include tags to your blog posts and meta titles which give summaries of what the content is about. Schema markup is another effective SEO tool which involves adding a code to a webpage to give more information about it to search engines and recommend it to your target audience.
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Upgrade your site’s user experience
User experience (UX) design includes a product or service’s function, design and usability to improve its efficiency. As a digital advertiser who wants to redirect his audience to a website, you should ensure that the site loads fast and provides them with the information that they need immediately. 47% of customers expect a site to load in 2 seconds or less. Walmart discovered that for every 1-second improvement in their page load time, their conversion increased by 2%. Fast loading speed is, therefore, imperative to increase user engagement and conversion rate. You can improve your site’s speed by reducing pictures, using caching, removing caching, and using a fast web host. When prospective clients find your service as quickly as possible, they are more likely to purchase your products or services.
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Review analytics
Regularly review data related to voice search user behaviour and its performance. Implement strategies from voice search optimisation to improve your chances of your content being selected for voice search results. One useful method is to use voice search and review the content that pops up for you. Read them carefully and adopt some of the tools used in theirs.
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Include an FAQ
The rationale for this is simple. Frequently Asked Questions (FAQs) are short and straight to the point! Including an FAQ section can help your page rank higher on Google and boost sales by providing the audience with quick and essential information. Ensure your business is listed under the Google Business Profile and use location-based keywords to narrow down your audience to their location-specific needs.
Why is voice search important in advertising?
Voice search is preferred by users over traditional searches because of the following reasons:
- Speed and convenience: Voice search allows users to request information most naturally without typing long messages. It also helps them get answers quickly.
- Easy to use: This technology is easily accessible by people of all age groups and different languages across the world.
- Screen-free interface: The hands-free interface makes it easy to use, especially for people with special needs.
- Data and personalisation: It provides businesses with information about user behaviour and preferences that can help them position their content strategically towards their target audience.
- Brand voice and recognition: As voice search relies on specific commands to provide results, it can help an audience connect with their favourite brands through their brand voice and identity.
Conclusion: As digital advertising continues to evolve, businesses must transition from traditional advertising to innovative strategies like voice search optimisation. Staying ahead of dynamic consumer behaviours is a great way to maintain a competitive edge.
Contact us at Primeclick Media to upgrade your conversion rates with sure-fire strategies.
