What the numbers say about the present voice search opportunity
Since we can’t section voice from typed interplay in performance reports easily, it’s helpful optimization for voice search coincidence with traditional search.
In spite of the quick growth of voice & virtual assistant acceptance, platforms like Google & Amazon have else to supply businesses with the ability to section voice interactions from typed interactions in performance reports. It makes so difficult to fully assess the role of voice search and virtual assistants at nowadays, but we have some signals that we can use to analyze any changes in user behavior & the directional improvement of voice interactions.
Since the previously goings of voice search, a common trust has been that it would be changed the language used to interact with devices as searches would become more conversational. Actually, we have observed little change in the queries driving paid and organic impressions in many regards. Later, many recent reports suggest the commercial opportunity of voice interactions is still modest at present.
Queries aren’t changed much by some standards associated with voice
In 2016, Microsoft research exhibit queries inputted by voice were typically longer than those inputted by text in the form of word count. As voice search increases, such research would suggest that the average length of queries would also grow.
Though, looking at both the word count and character count of the queries triggering paid and organic Google results for longstanding Merkle advertisers mostly in retail, we just find out that little change over the last couple of years.
Google data presented to agencies points to only a little difference in query length between typed & spoken search.
The same article from Microsoft mentioned that searchers are more likely to include question words when using voice. Though, looking at the share of queries triggering Google paid & organic results that involve a question word, we have observed small change to shows that voice search is improving the number of queries framed as a question.
Still, voice interactions are definitely growing, as myriad sources release data points on increased adoption. How can it be that the queries driving paid & organic search impressions are not changing in concert?
As specified, there may be a small difference in voice search when compared to a typed search in these involves that even if the voice were to grow to account for most queries, Still we didn’t observe that movement in query length and question words. These differences may modify over time, given the past stage of voice interactions we find ourselves in, so that there aren’t coherent query attributes that are more likely to be voice search.
Although, the types of “searches” happening may not be very relative for many types of businesses.
‘Voice’ is increasing, ‘voice commerce’ less so
The term voice search is presently very broadly, Many of these actions that might be wrapped as part of voice search would be more correctly categorized as voice commands, in which the user isn’t searching for any information, service/product, but instead of telling a device to do something.
The Smart Audio Report from NPR and Edison showed that 16% of surveyed adults owned voice-activated smart speakers by the end of 2017, and that of those that did only 22% had purchased a new item using a speaker. This means that only about 4% of all those surveyed had purchased anything at all by a smart speaker.
Even calculate portrayed as bullish, such as OC&C Strategy Consultants forecast that voice shopping would increase to more than $40B by 2022, paint voice search as only a small slice of the total e-commerce pie.
Normally, some product and service categories are more interested to be purchased by voice than others, so the chance is likely to be greater for some types of businesses than the calculate overall e-commerce share. Though, even in the case of industries which might see a most of purchases happening by voice shortly, it’s not clear at present that there are strategies specific to voice that brands should adopt to take advantage. Instead, it shows the best practices for voice search mostly coincidence with existing best practices for search in general.
Clear eyes, full hearts, can’t lose
Currently optimizing for voice search seems a lot like lot optimizing for search in general. Marketers should have knowledge of what queries are growing in volume and cater to advertising and content strategies around that knowledge.
While the call-and-response kind of voice interactions has made it even more advantageous to be the number one organic result & Quick Answer, the advantage of such positioning prolong beyond voice search. Optimizations made to get featured in prime locations for important queries are definitely valuable for voice, but don’t let voice search be the only determining factor in prioritizing such efforts.
That could definitely change quickly as Amazon and Google make potential updates to how results are served for these types of relations, and definitely, Google’s speakable schema markup is a step towards voice-specific optimizations. Though, the voice search opportunity appears modest and isn’t altogether unique in terms of how most marketers should approach it from an optimization standpoint.