The internet continues to transform how we do - well, pretty much everything. And, it’s impacting more of us than ever before.
According to Pew Global, 89% of Americans are online, and 72% are using smartphones.
Along with internet connectivity, smartphones are smart because of their voice recognition capabilities. (Think Apple’s Siri and Microsoft’s Cortana.) As voice search quickly displaces old-fashioned type-the-letters-into-the-box search, it’s important to consider what the shift means for your SEO efforts.
We know car shoppers can be a bit lazy, and they appreciate anything that makes the process easier for them. So it makes sense that they’re turning to voice search to conduct their research. But the results they’re looking for aren’t exactly the same.
As internet marketing guru Neil Patel explains in his post titled Type No More: How Voice Search Is Going to Impact the SEO Landscape, “Rather than links, users want direct answers, when they perform a voice search. So, such queries are inherently different from the typical keyword search in the search box.”
Patel notes that 55% of teens and 41% of adults now use voice search more than once a day. That growth means SEO now needs to focus on “natural language.” In this new world, the key to effective SEO is understanding the meaning behind a searcher’s words, rather than the words themselves.
When we speak, we typically use more words than we would if we were typing the same thought. However, data doesn’t yet show voice searches have a higher word or character count than typed searches. As Patel explains, this is due to the newness of the trend. He predicts changes will more concretely affect SEO over the next five years.
As the effectiveness of traditional media is outpaced by digital, dealers are moving more and more of their marketing budgets online. A logical move, considering that’s where the shoppers are, too. But the rising popularity of voice search means it’s imperative for dealers to closely analyze SEO strategies, consider how the rise of voice could impact them, and test relevant searches in both voice and text forms.
As Google continues to alter its algorithm to account for voice search, this is a technology you can’t afford to ignore.