Each Digital marketer today is aware of the effect content marketing has on the generation of organic rankings, referral traffic and also on the link building. It perhaps has quickly become the most important aspect of Digital Marketing.
If you think about the latest technology you will realise the new development in content marketing is definitely the arrival of voice-search assistants who have driven the new content. Voice search has already started to impact the SEO efforts of many marketers. And since content marketing and SEO go hand in hand, it is vital that each brand starts to focus on producing content that the voice-search assistant can effectively optimize.
Today’s search queries based on questions are increasing in popularity. This means that the content created must be centered around such queries. Marketers will first have to think about the purpose of the user’s query to understand these advances. Why did the user choose a specific query for voice search? Knowing this would help in creating quality-related content.
What is a voice search?
Voice search is a technology that enables users to search on the internet by asking a question verbally on a smartphone, smart device(Google-Alexa, Amazon-Echo) or computer.
Voice-search assistants v/s Search Engines
When typing a query on a search engine, users mostly avoid keying it in full sentences and limit it to just the keywords that are essential. For voice assistants, that’s not the case. Voice searches basically have long-tail questions in the user native language.
For example – when a person is looking for a specific hotel for holiday, he will simply type the Best hotel and location. But when using a voice-assistant, the query changes to ‘Where can I find the best Hotels in this city?’. See the difference? Thus, this indicates that the content changes according to the targeted platforms.
When do people use voice search most?
People use voice search when they are driving, exercising or walking, watching TV, working, cooking, When they are with their friends passing time or while partying or doing any other such activities.
Why do people love using voice assistants? Why do they opt for a voice assistant or a smart speaker?
The reason could be different for all. Maybe for some people, it’s more convenient way to search or maybe someone wants the information quickly, without waiting around or surf around various search engine pages result. A survey conducted in the United States and Europe also states that people would prefer to use a voice assistant instead of looking for a piece of information on various websites. So this could be considered as one of the strong reasons why people prefer voice assistants over manual searches on search engines. Research by Abode also states that the most common use of voice-assistants is to ask questions such as:
- News Headline
- How’s the weather today?
- Sports Scores
- Play a song
- Basic research
Who are the biggest users of Voice Assistants?
A larger number of Millennials have been found to use voice assistants, according to the research done recently. Mostly they use Voice Assistants for feedback of a specific product or service they want to go for or Any reviews they need for any product. Now, this may be a significant indicator for content writers & marketers to efficiently optimize their content accordingly. Their voice search can be driven by this knowledge in developing content that will serve as a response to such queries.
By 2020, 50% of all internet searches will be voice-based. In 2020, 30% of all searches will be carried by devices without a screen. In the US, smart speaker house penetration was 13 percent by 2018. In the US, smart speaker house penetration is expected to grow by 55% in 2022.
The following data of 2018 shows us that the demand has kept on growing from 2018 until today for Voice-based devices:
- Apple, Google, Xiaomi, Amazon, and other manufacturers collectively shipped 16.8 million units in Q1 of 2018.
- The global market for voice search devices grew 187% in the Q2 of 2018.
- The Echo Dot was crowned as the best-selling product on Amazon in the 2018 holiday season.
- Google has sold more than 8 Million Google Home models so far in 2019.
- Amazon had sold 4.1 Million Echo devices by Q2, 2018.
- The Chinese market for voice search devices accounted for 52% of global smart speaker growth in 2018.
- Alibaba maintained a 50% share of the Chinese market by shipping 3.0 Million Tmall Genie speakers in Q2, 2018.
- Xiaomi’s Mini AI speaker sales were up 228% in 2018.
- The number of voice-based smart speakers in use, globally, could reach 100 million by the end of 2018.
- Amazon’s Echo has a 10% penetration of US homes, with Google’s Home at 4% and Microsoft’s Cortana at 2%.
By 2024, the global voice-based smart speaker market could be worth $30 billion. Voice search is becoming the preferred online search method. By 2020, 50% of all online searches will be voice search.