How Voice Search Will Affect Digital Marketing in 2023
Voice search will account for half of all searches. With such quick adoption, researchers expect that voice search will significantly impact digital marketing by the end of the year. That is why organisations should investigate how voice search will affect their digital marketing strategy in 2023 now rather than later.
The moment has come to start thinking about topics like rankings and natural language processing (NLP) for your voice search campaign. Discover the main changes voice search will bring to digital marketing right now!
1. Voice search will focus more on highlighted snippets.
You're probably familiar with how your voice assistant responds to your enquiries, whether it's Siri, Google Assistant, Cortana, or Alexa. They read the featured snippet for your search, which may be anything from "When is the next leap year" to "When are the next Summer Olympics?"Hint: They're both in 2020 when highlighted snippets account for 50% of all searches. While featured snippets are currently valuable in digital marketing, the rising usage of voice search and its reliance on featured snippets will further raise the value — and competitiveness — of featured snippets.
Businesses, on the other hand, do not become featured snippets overnight. As a result, organisations trying to remain ahead of the curve in digital marketing are already implementing a voice search strategy. They — or their Internet marketing firm — are developing a strategy for generating and optimising content for voice search so that they can reach their target audience when the new year begins.
2. Position Zero's value will rise due to voice search.
If you're acquainted with highlighted snippets, you'll know that they appear at the top of search results. Digital marketing methods, like highlighted snippets, already strive for Position Zero. When you rank in Position Zero, your online visibility to users is maximised.
Even better, you steal vital traffic from the first search result, lowering the first result's click-through rate (CTR) by 8%. It's a win-win situation for your company because you're depriving your competitors of web presence and traffic. Analysts expect that the value — as well as a possible return — of Position Zero will only rise as a result of its involvement in voice search.
With its growing value, competition for Position Zero will only rise. Prepare your team to devote more effort to earning and optimising content for Position Zero if your company manages its Internet marketing strategy in-house. Alternatively, begin investigating the possible benefits of collaborating with a digital marketing business that specialises in voice search optimisation.
3. Voice search will emphasise search semantics.
Voice search presents a completely new method to search – one that marketers must master. With the anticipated growth and domination of voice search, marketers are highlighting the significance of semantics. How do people use voice to search?
When individuals conduct voice searches, they use a conversational tone. As a result, some marketers refer to voice search as "conversational search." Instead of searching "dehumidifier uses," as you might on your desktop or laptop, you ask, "Do I need a dehumidifier for my house?" Take note: In recent years, mobile searches that include the phrase "Do I need" have increased by more than 60%.
Because voice searches are conversational inquiries, marketers must reconsider how they generate and optimise content for questions, as well as how they study keywords. Otherwise, your company's website will not appear in voice search results – or earn those valuable highlighted snippets.
4. The utility of artificial intelligence will be maximised through voice search.
When it comes to adjusting to voice search, many marketers and digital marketing firms want to use the potential of artificial intelligence (AI). Businesses can accumulate and analyse massive amounts of data for meaningful insight using AI and machine learning. There are over one billion voice searches every month, providing a vast quantity of data.
The difficulty for these firms is that they do not yet employ AI-based software – MarketingCloudFX is an example of software powered by IBM Watson, one of the most well-known and powerful AIs. Creating AI-powered software will take years of development for many digital marketing organisations. Meanwhile, companies that manage their digital marketing in-house will be at a significant disadvantage when it comes to voice search, driving many to outsource the function.
5. The mobile-friendly movement will develop as a result of voice search.
Because mobile devices account for more than half of all Internet traffic, digital marketing companies — as well as Google — have underlined the significance of taking a mobile-first strategy to Internet marketing. While speech searches may be performed on voice-enabled speakers, they are most often performed on mobile devices and tablets. As a result, businesses must establish a mobile-friendly website and web design for voice search users.
Companies that do not have a mobile-friendly design risk severe consequences from users. For example, over 40% of consumers are less inclined to buy from a firm that does not have a mobile-friendly website. In comparison, over 70% of shoppers are more inclined to buy from a company that has a mobile-friendly website.
6. Local SEO will get value from voice search.
Another method in which voice search will influence digital marketing in 2023? It will boost the significance and value of local search engine optimisation (SEO), which is critical for brick-and-mortar establishments looking to increase not only foot traffic but also sales. But why is voice search important for local SEO?
Voice search is used by more than 55% of customers to find local businesses. Furthermore, more than 75% of speech-enabled speaker users undertake a weekly local voice search, whether to locate a new restaurant, check the latest movie times, or identify a service provider. People are increasingly using voice assistants and smart speakers to explore their surroundings.
As a result, local firms must focus on local SEO and voice search SEO. Both provide enormous value and significant promise for your shop - now and in the future. You may enhance your store's sales or create a new location by combining the benefits of local search with voice search.
7. Voice search will prioritise micro-moments.
Google has recently advised advertisers to consider micro-moments. What exactly are micro-moments? There are moments when a customer wishes to learn something, go somewhere, do something, or purchase something.
Companies will need to think more about micro-moments and how they affect conversational searches as the usage of voice search grows. What words or phrases, for example, frequently imply an "I-want-to-know" or "I-want-to-do" moment? Micro-moments will define all of the certain agencies' digital marketing strategies for customers.
Micro-moments' potential impact might inspire a new generation of tactics that produce a smarter and better manner to promote to customers.
8. Voice search will become an essential component of digital marketing.
With over one billion voice searches performed each month, companies and agencies cannot afford to ignore voice searches. It's a tool that more people are utilising to discover new products and services. Companies who disregard voice search miss out on a new stream of revenue.
As a result, voice search will emerge as a new standard solution for digital marketing. Whether you're a local business, an online store, or an offline organisation, voice search provides enormous value and the opportunity to contact your target audience. Furthermore, people expect firms to prioritise voice search.
According to a recent poll, more than half of voice-enabled speaker users would want to get notifications from companies about offers, promotions, and specials. Voice users are requesting that your organisation provide them with a cause to purchase your product or service. Voice search offers a sensible approach for a business to grow its income and sales — it's just a question of incorporating voice search optimisation into your digital marketing plan.
Voice search is set to profoundly impact digital marketing in 2023, with predictions that it will account for 50% of all searches. Businesses need to adapt by focusing on earning featured snippets, optimising for Position Zero, understanding the conversational nature of voice searches, leveraging artificial intelligence, prioritising mobile-friendly design, enhancing local SEO, and capitalising on micro-moments.
At DigitalxMarketing, we specialise in providing comprehensive digital marketing services, including voice search optimisation. Contact us today to ensure your business stays ahead in the voice-centric era and effectively reaches your target audience.