The Exciting World
of Voice Search
Digital marketing has always been an ever-evolving and fast-paced industry, one where new technological innovations are being released every year that constantly change the environment marketers operate in. The most successful digital marketers are those who are highly adaptable and consistently looking to utilise the next cutting-edge innovation to their advantage.
| 29 January 2019
In recent years we have seen digital marketing change it’s focus from rich blog content to video content to live video streaming campaigns. Over the last year it has become clear that voice search technology will play a big role in shaping the digital landscape in 2019, and beyond.
What is Voice Search?
What is ‘voice search’ you ask? Voice search is a speech recognition technology that allows users to perform searches by saying their query aloud rather than typing them into a search field. This technology gained its initial mainstream interest through the rise of smartphones, which still account for much of the current voice search queries, but is rapidly gaining popularity through robotic ‘assistants’ such as Amazon’s ‘Echo’, ‘Google Home’, or Apple’s ‘Homepod’.
These devices, also known called ‘smart speakers’, allow users to utilise voice commands to initiate various tasks – with voice search technology being the most prominent. Users can now search through the web as well as the data on compatible devices and apps completely hands-free. Already, there are hundreds of devices that can be synced to smart speakers, such as smartphones, smartwatches, digital locking systems and even electric cooking appliances. There are even more options when it comes to compatible apps and subscription services, examples include Apple Music, Spotify, Fitbit, Google Calendar and Uber.
Why is Voice Search Important?
Why is this important? One very key reason is that voice-related searches are 3x more likely to result in a locally based result (Source: Search Engine Watch).
For digital marketers, this convenient and hands-free way to search the web presents an exciting opportunity for businesses to advertise their goods and services. And the number of people already using this technology is higher than you may think. Roughly 20% of all web searches performed on mobile devices are made through voice search according to data gathered in 2018 (Source: Google July 9 2018). This number is expected to increase to as much as 50% of searches, across all devices by 2020 (Source: Commscore), as the technology continues to increase in popularity.
Who is using Voice Search?
Statistics show that while voice search technology is most popular with the younger generation, with a majority of searches from people between the ages of 18-29, a surprising number of those aged 44-54+ are also participating. This is likely due to the difficulty that older generations sometimes experience when navigating small screens, even tinier buttons and complicated user interfaces – using your voice is just way easier!
We are especially excited to see the evolution of voice search technology and have been working hard to optimise client websites and branded digital content with great results. These results will continue to increase as this new platform presents innovative new marketing opportunities.
Fun Fact! Did You Know Google’s AI read over 2,865 romance novels in order to improve its conversational search abilities (Source: BuzzFeed News).