Voice search is the trend of 2022. How to integrate a feature into an advertising campaign?

Vikas January 31, 2022 0 Comments

Voice search is a key item that is gaining momentum, not only for integrated Internet marketing (PPC + UX + SEO). Over time, consumer behavior changes, which means that the ways of communicating with them should gradually change. Now is a transitional period, it is important to take into account current and future trends. Those brands that will be the first to implement and start using voice search will win.

What is voice search in digital?

Voice search is a technology that allows you to find the right product or service on the Internet using a verbal command. In marketing, voice search is a tool to increase website traffic. Using this feature, you can increase its conversion through the introduction of relevant low-frequency queries.

The voice assistant is a program based on artificial intelligence. It produces a result based on the user’s request. First, the automatic system recognizes the voice, removes noise from the recording. Next, it converts to text and matches the result with the words in the existing database.

Among the younger generation, popular requests were: calling friends and acquaintances (43%), asking for directions (38%), help with homework (31%), playing a song (30%). The older generation was in demand: direction information (40%), text dictation (39%), call (31%), time check (11%).

Among the younger generation, popular requests were: calling friends and acquaintances (43%), asking for directions (38%), help with homework (31%), playing a song (30%). The older generation was in demand: direction information (40%), text dictation (39%), call (31%), time check (11%).

Structure and features of voice requests

To understand the specifics of the voice assistant, you need to compare it with its main competitor – text search. There are 3 main differences:

1. Request length. On average, for voice search, it is 4.2 words, for the text version – 3.2 words. When typing a keyword, a person uses sketchy relevant phrases. Voice commands are based on spoken language, and therefore sound like full sentences, for example: “The best digital marketing institute in Varanasi” and “Which are the best digital marketing institute in Varanasi?”.
2. Priority of questions. Most oral requests are formed as a question and begin with the words “what”, “why”, “how much”, etc. When giving verbal commands, a person subconsciously thinks that he is communicating with a real interlocutor, which means that his requests will sound more natural, as in everyday communication.
3. Strong intention. When using voice search, people more accurately reflect their intentions. This means that such requests must be answered specifically and precisely. Therefore, in order for the site to be easily found through voice output, its semantic core should include not only individual phrases but also clear answers to specific questions. For example, under the query “Where to do Digital Marketing Course in Varanasi?”, You should pick up the phrase: “In DigitalGrowthworld, you can do Digital Marketing Course…”.

Top reasons why businesses need voice search in 2022

Voice search statistics collected in 2021 by the platform Invoca, allow you to analyze how effectively the tool works in marketing. More and more consumers are using voice to perform search queries: search for local locations, online stores, products, as well as to make purchasing decisions.

1. The popularity of devices with support for voice commands is growing rapidly.

2. Voice commands become part of the life process. The following numbers speak for this:

• 65% of people aged 25 to 49 use voice assistants at least once a day.
• 52% of people have voice speakers in residential apartments. 25% keep the device in the bedroom,
• and 22% in the kitchen;

• 71% of mobile device owners predict that they will use voice search more often in the future.
• In 2020, 30% of web browsing sessions were “screenless” (voice only). This confirms that consumers are interacting with brands online;
• 93% of consumers are satisfied with voice assistants. The benefits that consumers have noted are the ability to multi-task, get instant answers to questions, and make their lives easier.

3. People use voice search to shop.

• Voice shopping accounts for about $2 billion in consumer spending today;
• By 2022, voice will be a $40 billion channel;
• 43% of Internet consumers of different age groups use voice devices to make purchases;
• 51% use an assistant to search for products. 22% of these consumers make purchases directly through voice, and 17% used it to reorder goods.

4. Voice interaction is directly related to local search.

• 76% of smart speaker users perform a local voice search at least once a week. 46% of users perform daily voice searches for information about local businesses;
• 58% of consumers use voice search to find local business information. Voice search is often used to locate and locate local businesses as it is convenient for mobile clients;
• 51% of consumers use voice search to find restaurants. This is the most common voice search business;
• 28% of consumers keep calling the company they searched for by voice.

5. Voice search transforms a request into a phone call and increases their number.

• 84% of marketers say that phone calls have a higher conversion rate and greater order value (AOV) than other forms of interaction.
• Subscribers convert 30% faster than web leads. Calls provide a faster return on your marketing investment.
• Calls are made by people with higher purchase intent.
• Phone call conversation data helps marketers deliver better personalization and increase revenue.

6. Personalization can boost voice search conversions.

• 72% of consumers say they only use marketing messages that match their specific interests.
• 83% of consumers say they need a positive experience to stay loyal to a brand.

Voice search as a usability trend in 2022

In addition to relevance, voice assistants are easy to use. Voice search greatly improves the user experience. As a usability trend in 2022, voice search has the following advantages:

• Faster and easier to apply. Fast request processing – a quick solution to the user’s problem and save time.
• More appropriate to use. For example, while driving a car, typing a command by voice is not only more convenient but also safer.
• Works great on mobile devices. This is the main reason why voice search has become so popular. Smartphones are actively entering and becoming part of everyday life, and most of the verbal requests are made from mobile phones. The concept of voice search started with smartphones and then quickly moved to smart speakers and voice assistants around the world.

According to company research BrightLocal, 56% of voice requests are made from a smartphone.

How to integrate voice search into an advertising campaign?

How to effectively implement the tool in your own business? We have prepared recommendations on how to optimize your site for the growing popularity of voice search.

1. Add long low-frequency keywords and phrases to the semantic core

This is due to the fact that the voice request, most often, is longer than its text counterpart. In addition, long conversational phrases more accurately reflect the audience requirements that consumers use for voice searches. For example, instead of the phrase “ digital marketing course  ”, a person is likely to ask for “ where can I do a digital marketing course nearby ”.

Also, slang and slang phrases or designations of places and areas will help to adapt the semantic core for voice search.

2. Study the interests of the target audience

Voice search helps people find comprehensive answers to their questions. In order to effectively integrate a digital assistant, it is better to know what your target audience is interested in. For this we recommend:

• Use additional services to analyze queries that users enter more often when searching for your product (SerpStat);
• Communicate with managers to identify questions and objections that arise from customers;
• Analyze the popularity of topic queries.

To adapt the site for voice search, it is necessary to develop advertising texts that will cover the questions and problems of future buyers. In addition, we recommend adding a section with current FAQ questions. The content of this page should not only be interesting for users but also written in their “language”. Then the probability of switching to the site from voice search through mobile devices will increase dramatically.

3. Consider “near me” in your campaigns

In order to save time, people try to search for the nearest shops, hotels, cafes or a convenient route using voice assistants. When reaching this audience, it is possible to significantly increase the attendance of offline points. For this you need:

• Set up the extension “Addresses” in Google Ads. This will help show customers your exact location so they can find you faster. You can set the display of the institution’s phone number and put a call button on it. The user will know that your restaurant is nearby, open, and ready to reserve a table.
• Set the address, phone number, and working hours in Direct’s virtual business card and on your Google profile. The client will see your data and get in touch faster. For large cities, you can add the nearest metro station.
• Take advantage of paid promotion through geoservices using your Google my Business account. You can increase the priority of search results, add an individual color of the pin on the map.

4. Optimize content for mobile devices

Analyst Research Hootsuite showed that in 2021 the number of smartphone users was 66.6%, which increases the share of mobile traffic from the entire Internet. Considering that the voice assistant is used more often from smartphones, then optimizing the site for mobile devices is one of the main steps for the successful implementation of voice search.

Conclusion

Integrating voice-search into an advertising campaign opens up new channels for customer interaction. You can analyze the requests and needs of users, which will have a good effect on the SEO promotion of the resource.

It is important to study the target audience and formulate answers in accordance with the questions. The site should clearly respond to them through adapted content. Proper optimization for a voice query increases the position of the site in search results and increases traffic.